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1、Case 028Case 028MechanismMechanismConsumer BenefitConsumer BenefitConsumer valueConsumer valueValue for objectValue for objectJust fitJust fitIn-controlIn-controlSelf-esteemSelf-esteem Communication ConceptCommunication Concept1Communication ConceptCommunication ConceptDifferent BenefitrelationConce
2、pt2 文化 Name Case 030Case 030Brand imageNew Brand Direction Brand Naming 3Case 031Case 031BRANDBRANDIMAGEIMAGE NameName 4Case 032Case 032L LEESSS SMMOOR REEYoung age customerYoung age customerSenile change of brand Senile change of brand Old age customerOld age customer5Case 033Case 033sales sales pr
3、omotionpromotionadvertisingadvertisingPublicrelationsPromotionPromotion6Case 034Case 034PurchaseTicketTicket Bar-codeTicket Bar-codeOnsite PurchaseOnsite PurchaseMobileMobileMobile reservationMobile reservationRegular reservationRegular reservationPrint At HomePrint At HomeConstantConstantMonitoring
4、MonitoringofofEntranceEntranceAnd ExitAnd ExitInternet reservationInternet reservationMobileMobilePrint At HomePrint At HomeGateGateBar Code readingBar Code reading7A brand A brand 2005. 10. 20 212005. 10. 20 21 8Case 036Case 036IDC CenterMain server10Mbps10MbpsAcademyTown BclientTown Aclient10Mbps1
5、0Mbps10Mbps10MbpsStar TopologyStar Topology9Case 037Case 037Communication ConceptCommunication ConceptDifferent Different BenefitBenefitrelationrelationConcept10Case 038Case 038ERMERMSRMSRMService CoverageService CoveragePRMPRMEnterprise Risk Enterprise Risk ManagementManagementPartner RelationshipP
6、artner RelationshipManagementManagementSupplier RelationsSupplier RelationsManagementManagement- Self Assessment- Self Assessment- Business Risk Model - Business Risk Model solutions- IT application- IT applicationPurchase IntelligencePurchase Intelligence11Case 039Case 039BenefitBenefitRelationRela
7、tionDifferent Different ConceptConcept12Case 040Case 04036%36%47%47%17%17%27%27% 30%30% 40%40% 13Case 041Case 041 Name BRAND IMAGEBRAND IMAGE14Case 042Case 042convenienceconveniencepracticalitypracticalityspecialtyspecialtyNew Brand New Brand . .15Case 043Case 043 ThinkerThinkerLearn-feel-doLearn-fe
8、el-doInformativeInformativeFeelerFeelerFeel-learn-doFeel-learn-doAffectiveAffectiveDoerDoerDo-learn-feelDo-learn-feelHabit formationHabit formationReactorReactordo-feel-learndo-feel-learnSelf satisfactionSelf satisfaction40%15%20%20%25%25%16Case 044Case 044Maturity Maturity stagestage Growth Growth
9、stagestage Introduction Introduction stagestage PLCPLCDecline Decline stagestage 17Case 045Case 045ClientClientOrientationOrientationMedia PromotionMedia PromotionClient Agency /AgencyClientConcept/ideationPlanningPlanningProductionProductionE Executionxecution18Case 046Case 046Place(Place()Promotio
10、n(Promotion()Price(Price()Product(Product()4PS 4PS 19锐普锐普PPT论坛论坛chinakui收集收集20Case 047Case 047ProductProductPricePricePromotionPromotionPlacePlaceThe process of planning and executing the conception pricing, promotion and distribution of goods,The process of planning and executing the conception pri
11、cing, promotion and distribution of goods,services and ideas to create exchange that satisfy individual and organizational objects.services and ideas to create exchange that satisfy individual and organizational objects.MarketingMarketingDD%BB%CC%AA%21step3BOOMUPstep1BOOMUPBrand EssencefantasyPerson
12、alityolder | successful | attractiveValuesexpress self | confidentBenefitsfashionable lookfits moodBrand strategyBrand strategy, (differentiation) . , , . 22Client Agency /AgencyClientConceptMediaMedia/ Promotion/ PromotionPlanningPlanningClientClientorientationorientationProductionProductionexecuti
13、onexecution/ideation23StrengthStrengthWeaknessWeaknessOpportunityOpportunityThreatThreatSWOTSWOT: 20 pt text: 20 pt text: 20 pt text: 20 pt text: 20 pt text: 20 pt text: 20 pt text: 20 pt text24- - - - - - - - - - - - - - - - - WeaknessWeaknessStrengthStrengthThreatThreatOpportunityOpportunitySWOT A
14、nalysisSWOT Analysis25PlacePlacePromotionPromotion4PS4PSPricePriceProductProduct26DistributionDistributionMarketingMarketingProductProductPricePricePromotionPromotion27 45%37%10%8% 12 100% 1,000 28GrowthGrowthraterateShare ofShare ofVoiceVoiceMarketMarketShareShareetcetc75%75%30%30%45%45%22%22%29Str
15、ategic AD Strategic AD managementmanagementGlobal sports Global sports marketing activitiesmarketing activitiesSuccessful new Successful new product launchproduct launchLocal-base Local-base marketing supportmarketing supportthe respected global player30Case 057Case 057 30%30%75%75%22%22%Share of Vo
16、iceShare of Voice45%45%Graph modelGraph modelGrid modelGrid model311 12 2, , , , , , , (wagon)(wagon), , ( () ) , , ( () ), , , TV, , TV, , , ( () ) Family Life CycleFamily Life Cycle (66)(66)()32A thematic A thematic principleprincipleThemeThemeObject Object basebaseA principle of A principle of di
17、stinctive fitdistinctive fitUniqueUniqueharmonyharmonyAn extrnsion An extrnsion PrinciplePrincipleJusticeJusticeBaseBasecopulativecopulativeA combinationA combinationPrinciplePrincipleMedia mixMedia mixComplementComplement33Use existing ProductsUse existing ProductsSTEP 1STEP 1STEP 2STEP 2STEP 3STEP
18、 3STEP 4STEP 4Become Aware of NewBecome Aware of NewNew Product is AvailableNew Product is AvailableBuy New ProductBuy New Product34M A R K E T V A L U E20082008200620062005200530003000500050007000700035 / / / / / / / / 36BrandBrandManagementManagementProcessProcessBrandDiagnosisSTEP 1STEP 1BrandPer
19、spectiveSTEP 2STEP 2BrandCultureSTEP 3STEP 3BrandCommunicationSTEP 4STEP 437Case 064Case 064Business ContentsBusiness ContentsCategory 1Category 1Category 2Category 2Category 3Category 4Sub_category 01Sub_category 02Sub_category 03Sub_category 04Sub_category 01Sub_category 02Sub_category 01Sub_categ
20、ory 02Sub_category 01Sub_category 02eSolutioneSolutionconsultingconsultingstrategystrategy38Model of Sale FormationModel of Sale FormationUse existing ProductsUse existing ProductsSTEP 1STEP 1STEP 2STEP 2STEP 3STEP 3STEP 4STEP 4Become Aware of NewBecome Aware of NewNew Product is AvailableNew Produc
21、t is AvailableBuy New ProductBuy New Product39锐普锐普PPT论坛论坛chinakui收集收集40Safety needsSafety needsSocial needsSocial needsEsteem needsEsteem needsSelfSelfActualizationActualizationneedsneedsNEEDSNEEDSAnalysisAnalysis- - - - , , - - - - - - , ,- - - - - - - - , , 41Case 067Case 067Brand Management Proce
22、ssBrand Management ProcessStep1Step1Media mixMedia mixStep2Step2Target mixTarget mixSTEP 3STEP 3Brand mixBrand mixSTEP 4STEP 4SeasonalitySeasonalitySTEP 5STEP 5Regional mixRegional mixProcess CompletedProcess Completed42Renewal CategoryRenewal CategorySearchSearchSystemSystemCommunityCommunityShopSh
23、opWebWebDesignDesignRecruitRecruitSystemSystemMailingMailingsystemsystem43 advertisingadvertisingcreativecreativeMedia planningMedia planningmeasurabilitymeasurabilityconceptconcept112222220044Case 070Case 070 ? ?Are you getting there? ? ?Where are we? ? ?Why are we there? ? ?How could we get ther?
24、? ?Where could we are?T-planT-plan45Case 071Case 071attentionattentioninterestinterestdesiredesirememorymemoryactionactionAIDMAAIDMAEstelmo Lews . . AIDMAAIDMA .1. Attention - 1. Attention - .2. Interest - 2. Interest - .3. Desire - 3. Desire - . . 4. Memory - 4. Memory - . . . . 5. Action - 5. Acti
25、on - .46 Web DesignWeb DesignSearchSearchSystemSystemRecruitRecruitSystemSystemCommunityCommunityShopShopMailingMailingsystemsystem Admin tool Admin toolSite Site System System / System System & & System System RENEWALRENEWALCase 072Case 07247RogersRogers innovatorinnovator EarlyEarlyadaptoradaptor
26、EarlyEarlymajoritymajority LateLatemajoritymajority laggardlaggardSocial factorsSocial factors48 (Target Market)(Target Market) (Consumer Promise)(Consumer Promise) (Support)(Support) (Personality)(Personality)Case 074Case 07449Case 075Case 075TVTV ? ? ? ? TV TV ? ? ? ? ?50 , , FTPFTP ProcessProcess
27、ADMINADMIN / / 51Case 077Case 077What is the Brand?What is the Brand?Rational product features.attributesattributesWhat will It doWhat will It dofor me?for me?Rational expectations as aResult of use.benefitsbenefitsWhat kind ofWhat kind ofperson woluld it be?person woluld it be?Basic human values-th
28、e endEmotional rewards one expectsFrom using the brand.valuesvaluesWhat does it meanWhat does it meanto me?to me?The image of the brand. AsElicited in terms of human Characteristics.personalitypersonalityWhat is the enduringWhat is the enduringCore of the brand?Core of the brand?Every brand has a “s
29、oil” which creates it and identifies it.essenceessenceThe brandThe brand52SupportSupportADADGoalGoalTargetTargetMarketMarketConsumerConsumerPromisePromisePersonalityPersonality53SystemSystemInfraInfraCreativeCreativePowerPowerPROJECTPROJECTSUPPORTSUPPORTSYSTEMSYSTEMMediaMediaPowerPowerPromotionPromo
30、tionStrategyStrategyCommunicationCommunicationStrategyStrategyMarketingMarketingConsultingConsulting* SYSTEM FLOW* SYSTEM FLOWSTEP 1STEP 1STEP 2STEP 2STEP 3STEP 3STEP 4STEP 454Irrelevant charactersIrrelevant charactersRelevant charactersRelevant charactersFlotFlotSetting Setting SymbolsSymbolsMoodMo
31、odLeadLeadcharactercharacter55FlotFlotSettingSettingIrrelevantIrrelevantCharactersCharactersRelevantRelevantcharacterscharactersSymbolsSymbolsMoodMood56Case 082Case 082OSI ModelLayerapplicationapplicationnetworknetworktransporttransportsessionsessionpresentationpresentationdata linkdata linkphysical
32、physical1234567Form oracle57Case 083Case 083Max marketing modelMax marketing modelsynergysynergylinkagelinkagesalessalesActiv-Activ-ationationadvertisingadvertisingAccoun-Accoun-tabilitytabilitymediamediatargetingtargeting58PRODUCTPRODUCTFUNCTIONSFUNCTIONSBRAND NAMEBRAND NAMEGRAPHICSGRAPHICSPRDUCTPR
33、DUCTDESIGN MIXDESIGN MIXLOGOS /LOGOS /TRADEMARKTRADEMARKMIXMIXPACKAGINGPACKAGINGAUGMENTEDAUGMENTEDPRODUCTPRODUCTFEATURESFEATURESCONTENTS CASE 1CONTENTS CASE 1CONTENTS CASE 1CONTENTS CASE 1CONTENTS CASE 1CONTENTS CASE 159锐普锐普PPT论坛论坛chinakui收集收集60 STEP 07STEP 07STEP 06STEP 06STEP 05STEP 05 STEP 04STEP
34、 04 & & STEP 03STEP 03 STEP 02STEP 02 STEP 01STEP 01 61 ERP ERP 62Sales coupon/stampSales coupon/stampService contestService contestEarly Buying DealEarly Buying DealPush managerPush managerRebateRebateDemonstratorDemonstratorPremium/IncentivePremium/IncentiveContestContestPrice dealPrice dealallowa
35、nceallowanceRebateRebateDealer serviceDealer serviceSamplingSamplingDM/Event/DHDM/Event/DH Exhibition ExhibitionDisplay standDisplay stand63ERPERPSYSTEMSYSTEM/ / / / /MRP/MPSMRP/MPS/ /64PR consultingPR consultingCrisis Crisis managementmanagementInvestor Investor relationsrelationsMediaMediaRelation
36、sRelationsEvent Event managementmanagementDatabase Database marketingmarketingMarketing Marketing promotionpromotionProductionProductionOn-line PROn-line PR65PR consultingPR consultingCrisis Crisis managementmanagementInvestor Investor relationsrelationsMedia relationsMedia relationsEvent Event mana
37、gementmanagementDatabase Database marketingmarketingMarketing Marketing promotionpromotionProductionProductionOn-line PROn-line PR66Internet HostInternet HostWindows forWindows forWorkgroupsWorkgroupsWindows 95 & 98Windows 95 & 98Apple MacintoshApple MacintoshSystemSystemWindows NTWindows NTIBM Main
38、frameIBM MainframeTCP/IPTCP/IPNetworkNetworkPrinterPrinterUNIXUNIXSystemSystemVMSVMSSystemSystemWindowsWindows2000200067PR AGENCYPR AGENCYPR consultingPR consultingCrisis Crisis managementmanagementMedia relationsMedia relationsEvent Event managementmanagementMarketing Marketing promotionpromotionOn
39、-line PROn-line PRInvestor Investor relationsrelationsDatabase Database marketingmarketingProductionProductionAdvertisingAdvertising68Internet HostInternet HostWindows for WorkgroupsWindows for WorkgroupsWindows 95 & Windows 98Windows 95 & Windows 98Apple Macintosh SystemApple Macintosh SystemIBM Ma
40、inframeIBM MainframeWindows NTWindows NTWindows 2000Windows 2000MS Lan ManagerMS Lan ManagerUNIX SystemUNIX SystemNetwork PrinterNetwork PrinterVMS SystemVMS SystemP PA AR RT T69Trade allowanesTrade allowanesPrice offsPrice offsIn-on or near-packsIn-on or near-packsSamplingSamplingCouponsCouponsTrad
41、e couponsTrade couponsFree-in-the-mailFree-in-the-mailPremiumsPremiumsSelf-liquidatingSelf-liquidatingPremiumsPremiumsContests &Contests &SweepstakesSweepstakesRefund offersRefund offersBonus packsBonus packsStamp &Stamp &Continuity plansContinuity plans7020052005200620062007200720082008201020106,03
42、0,0346,030,0347,010,0007,010,0009,000,0009,000,00011,000,00011,000,000? ?numericnumeric715 step5 step5 step4 step4 step3 step3 step2 step2 step1 step1 stepinnovatorinnovatorEarlyEarlyadaptoradaptorEarlyEarlymajoritymajorityLateLatemajoritymajoritylaggardlaggard7273LAOntarioMiamiSantiagoTokyoKualaLum
43、purJakartaSydneyAucklandShanghaiDubaiAmmanJohanesburgBeijingCase 098Case 09874POLANDPOLANDIRELANDIRELANDUNITEDUNITEDKINGDOMKINGDOMSPAINSPAINMOROCCOMOROCCOALGERIAALGERIATUNISIATUNISIAFRANCEFRANCEITALYITALYGREECEGREECETURKEYTURKEYBULGARIABULGARIAUKRAINEUKRAINEBELAUSBELAUSRUSSIARUSSIAFINLANDFINLANDSWED
44、ENSWEDENNORWAYNORWAYDENMARKDENMARKGERMANYGERMANYROMANIAROMANIAYUGOSLAVIAYUGOSLAVIASWITZERLANDSWITZERLANDAUSTRIAAUSTRIACROATIACROATIASLOVAKIASLOVAKIAHUNGARYHUNGARYCZECH CZECH REPUBLICREPUBLICESTONIAESTONIALATVIALATVIALITHUANIALITHUANIAEUROPEEUROPE75 76Objective2. Sales Activity2. Sales ActivityNo. 1
45、Wholesaler in Japan with integrated marketing system linking storage terminal and sales channel through on-line network up to 201010 Million kl77Your Brain “On” PresentationsRight BrainLeft BrainSensoryEmotions, impressionsImagistic, holisticHere and nowLogical, sequentialAnalytic, dataShort-term me
46、moryDefense intensivePresentation Impact78 IT - - -Try Again!- - -10 - & 200-& 2003154279锐普锐普PPT论坛论坛chinakui收集收集80 OHP TV PT PT PT PT81 / Update 8283 PT SHOP PT SHOP P T S H O PP T S H O P 84 2003 5.0 , Try again! Try Again 85“ ” . 86Template StoryBoardDesignSettingPlan872005.05 () / MOU2004.09 (, )
47、2004.07 (KIDP) 2004.07 () MOU 2004.05 2003 () 2003.03 27() 2002.09 PT shop 2001.12 SK ISAC 2002 1999.03 97 () 88 (2005. 01. 01) ( ) ( , ) 893. PT Training Color Gif animation image 90III. u, u, , , u , , u , . . 912. 3l l Contentl l , Visuall l Delivery92DESIGNDESIGNSCHOOLSCHOOLINJECTIONINJECTIONSCH
48、OOLSCHOOLEXTRUSIONEXTRUSIONSCHOOLSCHOOLTECHTECHSCHOOLSCHOOL Package 93Fast Growthn The First & Flagship Productsn Premium Productsn Profit Managementn Professional Marketersn Brand Recognitionn Marketing Clinicn In-store Communication n PR, Quality & SVC Marketingn Mid, Long-term Sales Goaln Strateg
49、ies by Marketn Fast ExecutionProduct LeadershipPeople LeadershipMarket LeadershipMajor Strategic Issues94/ / , , , 95 _ _l l l l l l l l l l lGif l l / 96Design & DisplayDesign & Display 262K Color TFT (Internal) 65K Color OLED (External) 89x44x24.5mm, 95gMultimediaMultimedia Megapixel / VGA Camera
50、MPEG4 Recording 2X Digital Zoom MP3, AAC, AAC+ PlayerOthersOthers Bluetooth / USB Digital Power Amp E-mail / SyncML TransFlash Memory3G Functionality3G Functionality Video Telephony Video Streaming Video MessagingProduct Overview9716%14%70%North AmericaEuropeOthersAlthough This broke into the Global Top 3 in 2004, there is still a big gap to be overcome in the North American & European marketsA BIG GAP9801020304050607080901001988199920002001200220032004(Units)Export7.67.6171722222929424255.755.786.586.5 Strong Sales Performance : 03 55.7M 04 86.5M (55% )Sustainable Sales Growth99
