APP企业形象整合传播计划课件

《APP企业形象整合传播计划课件》由会员分享，可在线阅读，更多相关《APP企业形象整合传播计划课件（228页珍藏版）》请在装配图网上搜索。

1、Ogilvy & Mather1Ogilvy & Mather2Ogilvy & Mather3Ogilvy & Mather4Ogilvy & Mather5Ogilvy & Mather6Ogilvy & Mather7WPP Brandz Study, ChinaUnilever - Food & Drink - ChinaImportance of factorScore vCategory45678910-20-1001020Meets needsWant to be seenHigher opinionDifferentBetter price/dealMore caringPar

2、t SuccessfulSetting trendsTrust moreAppeals moreBecomg successfulWould recommendWorks betterBetter qualityOgilvy & Mather8WPP Brandz Study, ChinaKraft - Food & Drink - ChinaImportance of factorScore vCategory45678910-20-100102030Meets needsWant to be seenHigher opinionDifferentBetter price/dealMore

3、caringPart SuccessfulSetting trendsTrust moreAppeals moreBecomg successfulRec to frWorks betterBetter qualityOgilvy & Mather9WPP Brandz Study, ChinaNestle - Food & Drink - ChinaImportance of factorScore vCategory45678910-30-20-10010Meets needsWant to be seenHigher opinionDifferentBetter price/dealMo

4、re caringPart SuccessfulSetting trendsTrust moreAppeals moreBecomg successfulWould recommendWorks betterBetter qualityOgilvy & Mather10WPP Brandz Study, ChinaBristol Myers Squibb - Pharmaceutical - ChinaImportance of factorScore vCategory456789-20-1001020Meets needsHigherDiffBetter price/dealMore ca

5、ringPart SuccessfulSetting trendsTrust moreAppeals moreBecomg successfulWould recommendWorks betterBetter qualityOgilvy & Mather11WPP Brandz Study, ChinaMicrosoft - Information Technology - ChinaImportance of factorScore vCategory456789-100102030Meets needsWant to be seenHigher opinionDifferentBette

6、r price/dealMore caringPart SuccessfulSetting trendsTrust moreAppeals moreBecomg successfulRec to frWorks betterBetter qualityOgilvy & Mather12Kang Shi Fu - Food & Drink - ChinaImportance of factorScore vCategory45678910-20-1001020Meets needsWant to be seenHigher opinionDifferentBetter price/dealMor

7、e caringPart SuccessfulSetting trendsTrust moreAppeals moreBecomg successfulRec to frWorks betterBetter qualityOgilvy & Mather13Ogilvy & Mather14Ogilvy & Mather15Ogilvy & Mather16Ogilvy & Mather17Ogilvy & Mather18Ogilvy & Mather19Ogilvy & Mather20Ogilvy & Mather21Ogilvy & Mather22员员工工企企业业业业绩绩; ; 培培训

8、训奖奖励励制制度度; ; 机机会会; ; 文文化化; ;行行为为规规范范消消费费者者产产品品相相关关性性; ; 产产品品品品质质; ;价价值值; ; 品品质质的的一一致致性性政政府府及及政政策策决决策策制制定定部部门门正正式式手手续续; ; 税税收收 ; ; 个个人人接接触触; ;遵遵纪纪守守法法; ; 员员工工福福利利计计划划; ;顾顾问问; ; 融融入入城城市市发发展展Ogilvy & Mather23 金金融融业业/ /产产品品品品牌牌的的拥拥有有者者品品质质和和业业绩绩的的提提升升, , 财财务务信信誉誉建建立立媒媒介介观观念念开开放放; ; 容容易易接接触触得得到到; ; 有有公公司

9、司文文化化; ; 坚坚守守承承诺诺客客户户市市场场价价值值/ /机机会会, , 伙伙伴伴关关系系销销售售渠渠道道有有利利益益; ; 向向往往的的品品牌牌; ; 培培训训; ; 伙伙伴伴关关系系Ogilvy & Mather24Ogilvy & Mather25Ogilvy & Mather26Ogilvy & Mather27Ogilvy & Mather28Ogilvy & Mather29Ogilvy & Mather30Ogilvy & Mather31Ogilvy & Mather32Ogilvy & Mather33Ogilvy & Mather34Ogilvy & Mather35

10、Ogilvy & Mather36Ogilvy & Mather37Ogilvy & Mather38Ogilvy & Mather39Ogilvy & Mather40Ogilvy & Mather41Ogilvy & Mather42Ogilvy & Mather43Ogilvy & Mather44Ogilvy & Mather45Ogilvy & Mather46Ogilvy & Mather47Ogilvy & Mather48Ogilvy & Mather49Ogilvy & Mather50Ogilvy & Mather51Ogilvy & Mather52Ogilvy & Ma

11、ther53Ogilvy & Mather54Ogilvy & Mather55Ogilvy & Mather56Ogilvy & Mather57Ogilvy & Mather58Ogilvy & Mather59Ogilvy & Mather60Ogilvy & Mather61Ogilvy & Mather62Ogilvy & Mather63Ogilvy & Mather64Ogilvy & Mather65Ogilvy & Mather66Ogilvy & Mather67Ogilvy & Mather68Ogilvy & Mather69Ogilvy & Mather70Ogilv

12、y & Mather71Ogilvy & Mather72Ogilvy & Mather73Ogilvy & Mather74Ogilvy & Mather75Ogilvy & Mather76Ogilvy & Mather77平平 面面 稿稿Ogilvy & Mather78Ogilvy & Mather79Ogilvy & Mather80Ogilvy & Mather81Ogilvy & Mather82Ogilvy & Mather83Ogilvy & Mather84Ogilvy & Mather85Ogilvy & Mather86Ogilvy & Mather87Ogilvy &

13、 Mather88Ogilvy & Mather89Ogilvy & Mather90Ogilvy & Mather91Ogilvy & Mather92Ogilvy & Mather93Ogilvy & Mather94Ogilvy & Mather95Ogilvy & Mather96Ogilvy & Mather97Ogilvy & Mather98Ogilvy & Mather99Ogilvy & Mather100Ogilvy & Mather101Ogilvy & Mather102Ogilvy & Mather103Ogilvy & Mather104Ogilvy & Mathe

14、r105Ogilvy & Mather106Ogilvy & Mather107Ogilvy & Mather108Ogilvy & Mather109Ogilvy & Mather110Ogilvy & Mather111Ogilvy & Mather112Ogilvy & Mather113Ogilvy & Mather114Ogilvy & Mather115Ogilvy & Mather116Ogilvy & Mather117Ogilvy & Mather118Ogilvy & Mather119？Source: AC Nielsen AdQuestOgilvy & Mather12

15、0Ogilvy & Mather121Ogilvy & Mather122Ogilvy & Mather123Ogilvy & Mather124Ogilvy & Mather125Ogilvy & Mather126Ogilvy & Mather19992000Q3Q4Q1Q2Q3花费中央电视台全国性电视15,000,000 北京、上海、广州电视5,280,000 200GRPs/Burst2秒标版附在所有分支品牌后报纸5,500,000 25,780,000 总计总计Ogilvy & Mather19992000Q3Q4Q1Q2Q3花费中央电视台/凤凰卫视中文台/Discovery Cha

16、nnel全国性电视24,000,000 北京、上海、广州电视9,240,000 200GRPs/Burst2秒标版附在所有分支品牌后开辟电视影院5,000,000 报纸5,500,000 机场看板立柱6,000,000 总计:49,740,000 Ogilvy & Mather129Ogilvy & Mather130Ogilvy & Mather131Ogilvy & Mather132Ogilvy & Mather133Ogilvy & Mather134Ogilvy & Mather135Ogilvy & Mather136Ogilvy & Mather137Ogilvy & Mathe

17、r138提供公司与产品的相关信息提供互动式的客户服务支持电子交易与顾客产生一对一的互动形成社区群体Ogilvy & Mather139Ogilvy & Mather140Ogilvy & Mather141Ogilvy & Mather142Ogilvy & Mather143Ogilvy & Mather144Ogilvy & Mather145Ogilvy & Mather146Ogilvy & Mather147Ogilvy & Mather148Ogilvy & Mather149Ogilvy & Mather150Ogilvy & Mather151Ogilvy & Mather15

18、2Ogilvy & Mather153Ogilvy & Mather154Ogilvy & Mather155互联网互联网主主轴轴危机危机 管理管理品牌护盾品牌护盾具体行为具体行为广广 告告活活动动赞赞助助Ogilvy & Mather156Ogilvy & Mather157Ogilvy & Mather158现状调查企业内部 - 经营管理层 - 基层干部员工企业外部 - 现有客户 - 一般大众 - 新闻媒体活动效果调查企业内部 - 基层干部员工企业外部 - 现有客户 - 一般大众 - 新闻媒体企业形象传播活动现在的企业形象期望的企业形象新的企业定位Ogilvy & Mather159现状调

19、查企业内部 - 经营管理层 - 基层干部员工活动效果调查企业内部 - 基层干部员工企业外部 - 现有客户 - 一般大众 - 新闻媒体企业形象传播活动期望的企业形象理想的企业定位Ogilvy & Mather160Ogilvy & Mather161Ogilvy & Mather162现状调查执行 20天报告形成10天 活动追踪调查执行40天报告形成15天企业形象传播活动2 个月 ?期望的企业形象理想的企业定位Ogilvy & Mather163Ogilvy & Mather164Ogilvy & Mather165Ogilvy & Mather166Ogilvy & Mather167Ogil

20、vy & Mather1681. 品牌管家品牌管家 Ogilvy & Mather1692. 不断在洞察消费者上的投资不断在洞察消费者上的投资Ogilvy & Mather170Ogilvy & Mather171Ogilvy & Mather172Ogilvy & Mather173 BRANDZWPP品牌資產研究BRANDZTHE WPP BRAND EQUITY STUDYOgilvy & MatherOgilvy Brand ConsultPrepared byOgilvy & Mather175oOgilvy & Mather177Ogilvy & Mather178Ogilvy &

21、 Mather179Ogilvy & Mather180Ogilvy & Mather181Ogilvy & Mather182Ogilvy & Mather183Ogilvy & Mather184Ogilvy & Mather185Ogilvy & Mather186Ogilvy & Mather187Ogilvy & Mather188Ogilvy & Mather189Ogilvy & Mather190Ogilvy & Mather191Ogilvy & Mather192Ogilvy & Mather193Ogilvy & Mather195& 企业公关及政府关系(Corporat

22、e & Public Affairs) 高科技 (Information Technology) 健康保健(Health & Medical) 策略行销(Strategic Marketing)Ogilvy & Mather196Ogilvy & Mather197Ogilvy & Mather198Ogilvy & Mather199Ogilvy & Mather200Ogilvy & Mather201Ogilvy & Mather202 传传 立立Ogilvy & Mather203Ogilvy & Mather204Ogilvy & Mather205ZeusConsumer segm

23、entationplanning systemMeteorProprietary market prioritisationand budget-setting modelPHASEProprietary schedulingand awareness modelSuperMidasIndustrys most-sophisticatedTV optimisation systemOdysseyGlobal on-line databaseof media researchOgilvy & Mather206Ogilvy & Mather207Ogilvy & Mather208Ogilvy

24、& Mather209Ogilvy & Mather210Ogilvy & Mather211Ogilvy & Mather212Ogilvy & Mather213Ogilvy & Mather214Ogilvy & Mather215Ogilvy & Mather216Ogilvy & Mather217Ogilvy & Mather218世界性一致的强势和问题世界性一致的强势和问题Ogilvy & Mather219Ogilvy & Mather220Ogilvy & Mather221Ogilvy & Mather222Ogilvy & Mather223Ogilvy & Mather224Ogilvy & Mather225Ogilvy & Mather226Ogilvy & Mather227Ogilvy & Mather228