品牌的个性和意义.ppt

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1、英扬传奇 CC more suitable for children,Product Profile,英扬传奇 CC daily cost RMB 1.5) promotions in the hospital are limited difficult to sum up into one USP,Opportunity,less competition ( in terms of VB complex) the awareness of importance of vitamins is increasing,Threats,low price strategy of local prod

2、uct,40,Becombion品牌印记(Brand Footprint),41,Becombion,品牌意义 Becombion的意义就是来自德国默克的复合维生素B Becombion means Vitamin B complex coming from German Merck Becombion的意义就是B族维生素均衡糖浆 Becombion means Vitamin B complex balanced syrup Becombion的意义就是构筑儿童均衡发育的基础 Becombion means a very important basis for childrens balan

3、ced growth,42,Becombion,品牌个性 Becombion是维生素的专家 Becombion is the expert of Vitamin Becombion是全面合理的 Becombion is comprehensive and equitable Becombion是严谨的 Becombion is severe,英扬传奇 CC Junior Centrum-RMB 1.12; Kiddi-RMB 4.07/3.20; Scotts-RMB 1.31 7s MVS-RMB 1.38,英扬传奇 CC ”contains cod liver oil”; ”helps b

4、rain development” SZ: “contains many essential vitamins”; “contains cod liver oil”; “helps in strengthening bone issue”,英扬传奇 CC SZ: 77.6% The perceived price: around RMB 62/per bottle,Consumers Attitude,英扬传奇 CC spring; the interim between the seasons,英扬传奇 CC&E,86,It functions in cough and cold and u

5、p to now, no other products claim to have these two functions only. In the market of cough syrup and cough Jin Min Children syrup, Shen qu Cough Syrup and Taiji Cough Syrup cough&cold&fever syrup: Tylenol, Bufferin, Xiaobai,Product Profile,英扬传奇 CC&E,87,Our Concern: Dr Freeman Cough Dr Freeman is the

6、 sub-brand of merck only for series cough & cold products.,英扬传奇 CC&E,88,SWOT,Strength,Low Price Unique Formula Good quality,Weakness,no brand awarness to support the product,Opportunity,Concentrate effect on the early stage of cold large cold & cough market Competitive voice is not noise in San dong

7、 well developed retail environment,Threats,strong competition Strict regulatory control on A&P activities,89,Dr.Freeman品牌印记(Brand Footprint),90,Dr.Freeman品牌印记(Brand Footprint)品牌意义Dr.Freeman的意义就是来自德国的感冒药Dr.Freeman means a flu drug from German Dr.Freeman的意义就是医生推荐使用的Dr.Freeman means doctors recommended

8、 Dr.Freeman的意义就是治疗儿童伤风和咳嗽的糖浆Dr.Freeman means a cold&cough syrup for children,91,Dr.Freeman品牌印记(Brand Footprint)品牌个性Dr.Freeman是感冒药专家Dr.Freeman is the expert of flu drugsDr.Freeman是可信的Dr.Freeman is reliableDr.Freeman是认真负责的Dr.Freeman is conscientious,英扬传奇 CC&E,92,Dr. Freeman,品牌意义 Dr.Freeman的意义就是来自德国感冒药

9、Dr.Freeman means a flu drug from German Dr.Freeman的意义就是医生推荐使用的Dr.Freeman means doctors endorsement Dr.Freeman的意义就是治疗儿童伤风和咳嗽的糖浆Dr.Freeman means a cold&cough syrup for children,品牌个性 Dr.Freeman 就是感冒专家 Dr.Freeman is the expert of flu drugs Dr.Freeman是可信的Dr.Freeman is reliable Dr.Freeman是认真负责的Dr.Freeman

10、is conscientious,93,Dr.Freeman销售策略(Selling Strategy),94,Dr.Freeman销售策略(Selling Strategy) 品牌位置：温和有效治疗儿童伤风咳嗽的糖浆Brand Position: A Syrup For Mildly And Effectively Relieving Childrens Cold&Cough,95,Dr.Freeman销售策略(Selling Strategy) 品牌目标：感冒药专家Brand Objective: The Expert Of Flu Drugs,96,Dr.Freeman销售策略(Sell

11、ing Strategy) 广告角色：传达即治疗发烧前的感冒症状非常重要The Specific Role Of The Advertising: Deliver The Message That It Is Very Important To Cure Cold And Cough In Time Before Getting Fever,97,Dr.Freeman销售策略(Selling Strategy) 销售概念构架(The Selling Idea Platform)：A）概念性目标客层:细心的父母The Conceptual Target: Careful Parents,98,D

12、r.Freeman销售策略(Selling Strategy)销售概念构架(The Selling Idea Platform)： B）最核心的欲望/周到The Core Desire/ Considerate,99,Dr.Freeman销售策略(Selling Strategy)销售概念构架(The Selling Idea Platform)： C）品牌如何最完美满足最核心的欲望:感冒药专家的细心周到，让孩子在发烧前即消除感冒How The Brand Best Fulfills The Core Desire: German Flu expert Can Relive Cold&Coug

13、h before kids get fever.,100,Dr.Freeman销售策略(Selling Strategy）销售概念构架(The Selling Idea Platform)： D）强有力的支持事实:Dr.Freeman是治疗感冒的专家The Compelling Truth:Dr.Freeman is the expert in relieving cold&cough,101,Dr.Freeman销售策略(Selling Strategy) 销售概念：Dr.Freeman 是细心严谨的感冒药专家The Selling Idea:Dr. Freeman is a solicit

14、ude and conscientious expert in flu drugs,英扬传奇 CC&E,102,MERCK 默克,SELLING IDEA MAINTANCE THE FOUNDATION OF PEOPLES HEALTH 维护健康的基础,CREATIVE IDEA THE POWER OF PROMISE 承诺的力量,英扬传奇 CC&E,103,1. Preamble 2. Marketing and Competition Overview 3. CC&E Communication Tools Footprint Selling Strategy 4. Brand/Pr

15、oduct Communication Strategy Becombion/Becombion Vitamin B Complex Syrup Seven Seas/Seven Seas Multivitamin Syrup Dr. Freeman/Dr. Freeman Cough & Cold Syrup for Children 5. Creative Concept and Advertising Mechanics 6. Below-the-line and Other Marketing Tactics,104,Below-the-line and Other Marketing

16、 Tactics,105,Becombion,类型：促销活动 Style:SP Activity 主题：儿童拼图有奖活动 Subject:Childrens Jigsaw Puzzle Reward Activity 对象：212岁的儿童 Target:2-12years old children 手段：SP活动期间，买就送“贝康安宝宝”拼图卡片，儿童用拼图卡片来拼出包装盒上“贝康安宝宝”的各种姿态，按拼出的姿态种类的多少设立不同奖项 目的：1、提高商品接触及使用率 2、达到品牌指名购买,活动方案 Activity Plan,106,Seven Seas七 海活动方案Activity Plan

17、,类型：事件活动 Style:Event Activity 主题：“不一般宝宝”的“不一般技能”大赛 Subject: “No Ordinary Ability Contest” For “No Ordinary Babies” 对象：28岁儿童 Target:2-8years old children 方式：将不一般的产品性能和儿童不一般的健康体能有机 结合，利用报纸和广播电视的社会影响力，进行前期报名、 活动期追踪报道和消息稿的发布，加上开设“儿童与鱼肝油 健康咨询热线”，可望达到社会对多种维生素鱼肝油的接受 和信赖。,107,Seven Seas 七 海活动方案Activity Plan

18、,类型：公关活动 Style: PR Activity 主题：“七海伴你每一天” -课间餐饭盒温情赠送活动 Subject: “Seven Seas Will Always Love You ” -Break Lunch-Box Presentation Activity 对象：上幼儿园或小学的28岁儿童 Target:2-8years old children in Kindergartens or Primary Schools 方式：籍由各个幼儿园、小学的课间餐时间向儿童免费提供 七海健康饭盒，树立七海亲切友好的伙伴形象，推进消费者 对企业和商品的信心和口碑效果。,108,Dr.Freeman活动方案Activity Plan,类型：PR 活动 Style: PR Activity 主题：“Freeman医生来了” -教室小药箱设立工程 Subject: “Dr.Freeman is Coming” -Classroom First-Aid Kit Installment Project 对象：幼儿园和小学 Target:Kindergartens and Primary Schools 方式：将FREEMAN医生感冒专家的形象籍由赠送小药箱到学校 的这一公益活动形式，拉近品牌与目标消费者的心理和空间距离 ，加强消费者对FREEMAN医生的信心和依赖。,