WhatIsTheBrand“Means”And“Is”?

品牌的“意義”和“個性”是什么

Whatthebrand“means”iswhatabrandgetscreditforintheeyesofconsumers—itsreputationacrossanumberofkeydimensions.

品牌的“意義”是指一個品牌在消費者心目中產(chǎn)生的印象——即該品牌在幾個層面上的聲譽(yù)。Whatthebrand“is”ishowwewoulddescribethebrand’sdominantpersonalitytraits—generallythosethatcorrespondtoitsprincipalmeanings.

品牌“個性”那些與品牌意義相對應(yīng)的特征。WhyTheNeedForABrandFootprint?

為什么需要品牌印記？Moreandmoremarketersarelookingfornewgrowthbyleveragingthepoweroftheirbrandnamesintonewterritories.GlobalBrandsarebeingbuiltthroughexpansionintonewgeographies.“Megabrands”or“Hyperbraands”arebeingestablishedacrossmultipleproductorservicecategories.

愈來愈多的行銷人運用品牌的力量進(jìn)入新的領(lǐng)域，以創(chuàng)造新的成長。全球品牌因為領(lǐng)域的擴(kuò)立起來；“大品牌”或“超級品牌”則是因跨越多項產(chǎn)品或品類而被建立。

WhyTheNeedForABrandFootprint?

為什么需要品牌印記？Thisexpansionputsrenewedfocusontheneedtoprotectbrandequity.

這種擴(kuò)伸，讓我們必須重新重視并保護(hù)品牌的資產(chǎn)。WhyTheNeedForABrandFootprint?

為什么需要品牌印記？Asbrandsareexpanded,therearepressuresofdilutionthatstemfrom:

隨著品牌的擴(kuò)張，使品牌有被稀釋的危機(jī)，這些危機(jī)的因素如下：Theneedtoreexpressthebrandinthecontextofnewpetitivesetsandnewcultures.

必須就新的競爭條件和新文化的觀點來重新表現(xiàn)品牌。

WhatAreThreeDimensions?

什么是品牌印記的三個層次TheBrandFootprintreflectsthetruththatmostbrands—especiallypowerfulones—aremultidimensional.Theycontainmeaningsandassociationsthatarebuiltovertime.

品牌印記所反映的一項事實是：大部分的品牌—特別是大品牌——都是多層次的。它們包含了長期建立的意義和某著名企業(yè)。HowMuchofAFutureVision?

品牌印記的遠(yuǎn)景如何？ThebrandFootprintismorethanaconsumer-basedtool.Itneedstoincorporatethethinkingofthe“brandowners”regardingthefuturecourseofabrand.

品牌印記不只是一個消費者對品牌的看法，它更須考慮到把這個品牌的“品牌擁有者”對該品牌未來的看法。HowMuchofAFutureVision?

品牌印記的遠(yuǎn)景如何？Forestablished,dominantbrands,theFootprintwillinevitablybebuiltaroundexistingpositiveassociationsofheavyusersofthebrand.HeretheprimaryroleoftheFootprintistoexpressthesemeaningssoeveryoneisinsyncwithwhattoprotectandwhattoleverageasthebrandisexpanded.

對已建立起來的領(lǐng)導(dǎo)品牌而言，印記當(dāng)然是建筑在目前重級使用者對此品牌的看法。這種情形下，印記的主要角色是把這些意義表達(dá)出來，讓每個人同時都知道當(dāng)這個品牌擴(kuò)伸時，要保護(hù)什么，以及利用什么品牌價值。HowMuchofAFutureVision?

品牌印記的遠(yuǎn)景如何？Forsomebrands,however,theremaybeaneedtoaddmeaningoradjustexistingmeaningstoallowforexpansionorsimplytomakethebrandmoredynamic.

對某些品牌來說，也增加意義或調(diào)整原有的意義，以利于擴(kuò)是讓該品牌變得更具時代性。HowMuchofAFutureVision?

品牌印記的遠(yuǎn)景如何？Ultimately,thefinalbalancebetweenexistingvs.desiredmeaningsisastrategicdecision—builtonthebrand’sconsumertruthandadjusted,whereneeded,toprovidethevisionandinspirationforfuturegrowth.

最重要的是，平衡這個品牌現(xiàn)存的意義及理想的意義，就是一項策略性的決定。即建立在該品牌消費者的真實面上，并加上必要時的調(diào)整，以便為該品牌未來成長之要求提供一個遠(yuǎn)景與靈感。ExampleForexample,keycreditcardcategorydriversare:thesourceofaspiration,theworldofusage,andthefunctionalroleofthecard. AmexandvisaFootprintsshowhowthebrandsaredistinguishedonthesedimensions:ExampleAmericanExpressBrandFootprint

AmericanExpressmeansMembership

TheBusinessLife

TheChargeCard AmericanExpressisProfessional

Worldly

ResponsibleExampleVisaBrandFootprint

VisameansEverywhere

TheHighLife

TheCreditCardVisaisSociable

Stylish

On-The-GoThesellingstrategy

銷售策略WhatIsTheRoleofTheSellingStrategy?

銷售策略扮演的角色如何？TheSellingStrategyisadisciplinethatissingle-mindedlyfocusedongeneratingbrand-buildingideas.Ideasthatattractbrandcustomersandbuildbrandfranchises.Ideasthatcreatebrand(andmarketplace)dominanceinconsumer’smind.

銷售策略是一種建立品牌概念單一且專注的方法。所謂品牌概念是指能夠吸引消費者，并且建立品牌忠誠度，讓消費者產(chǎn)生深刻印象的意念。WhatIsTheRoleofTheSellingStrategy?

銷售策略扮演的角色如何？TheSellingStrategycanbeputtoworkatmanydifferentlevels.Atthehighestlevel,itcanbeusedtorevealthecorebrandideathatformstheheartofabrandimagecampaign.ButitcanalsobeusedeffectivelytodevelopSellingIdeasfortheproductsthatcreatepetitiveadvantageforbrands.

銷售策略可運用于不同層次。在最高層次，它可用來展現(xiàn)構(gòu)成品牌形象活動核心的最重要品牌概念。同樣地，它也可以有效地用來為不同的產(chǎn)品或服務(wù)發(fā)展銷售概念，并替品牌創(chuàng)造競爭的優(yōu)勢。WhatIsTheRoleofTheSellingStrategy?

銷售策略扮演的角色如何？Thus,whilethereshouldalwaysbeasingleBrandFootprinttodefinethebrandessenceinanymarketorregion,therecanbeanynumberofSellingStrategies.ByworkingwithintheframeworkofbrandvaluesestablishedintheFootprint,theybothsupportandleveragethepowerofthebrand.

雖然在任何市場或區(qū)域，都應(yīng)該有一個單一的品牌足跡來定義品牌本質(zhì)，但銷售策略則不限定有幾個。籍有在品牌足跡所建立的品牌價值架構(gòu)內(nèi)作業(yè)，品牌足跡與銷售策略這兩者，也同時支持并提升了品牌力量。TheSellingStrategyModel

銷售策略的模式TheSellingStrategyModelisposedoffivecriticalponents：銷售策略模式是由五個重要的部份所組成：TheBrandPosition

品牌位置TheBrandObjective

品牌目標(biāo)TheSpecificRoleOfTheAdvertising

廣告擔(dān)任的角色TheSellingIdeaPlatform

銷售概念架構(gòu)TheSellingIdea

銷售概念TheBrandPosition

品牌位置Theperceptualspacethatthebrandholdsintheconsumers’mindatthebeginningoftheSellingIdeadevelopmentprocess.

銷售概念的發(fā)展過程開始之前，品牌在消費者心中的認(rèn)知地位。ExampleExamples:

Brand BrandPosition

Marriott A“vanilla”hotel Motorola Atechnologymanufacturer MasterCard MyothercardTheBrandObjective

品牌目標(biāo)Theperceptualspacethatwewantthebrandtooccupyintheconsumers’mind.我們希望品牌在消費者心中所占據(jù)的認(rèn)知位置。ExampleExample:

Brand BrandObjective

Marriott Amemorableexperience Motorola Theleadingbrandinmobilepersonalmunications MasterCard AcardIfeelgoodaboutTheSpecificRoleOfTheAdvertising

廣告擔(dān)任的角色Theroleoftheadvertisingmayvarygreatlyinscope.Itmayentailafundamentalrestagingofthebrand,theaccentuationofanunder-leveragedelementintheBrandFootprint,theintroductionofabrandorlineextension,oraspecifictacticalresponsetolocalpetitiveactions.

廣告的角色可能有相當(dāng)大范圍的差異。它可能承擔(dān)重新定義一個品牌的任務(wù)、強(qiáng)調(diào)品牌足跡中尚待提升的一個元素、引進(jìn)或延伸一個品牌。或可能戰(zhàn)術(shù)性地回應(yīng)競爭品牌的活動。ExampleExamples:

Brand RoleofAdvertising

Marriott TogetgueststostoptakingMarriottforgranted Motorola Tomake“brand”Motorolaasstrongasitsmarketshare MasterCard Togiveanemotionallybankruptbrandaheart

TheSellingIdeaPlatform

銷售概念架構(gòu)ThecriticalelementsweneedtoknowabouttheconsumerandthebrandinordertoconceivetheSellingIdeaanddeveloptheadvertising:

為了構(gòu)思銷售概念并發(fā)展廣告，我們需要知道以下與消費者及品牌有關(guān)的重要元素：

A.TheConceptualTarget

概念性的目標(biāo)客層

B.TheCoreDesire

最核心的欲望

C.HowTheBrandBestFulfillsTheCodeDesire

品牌如何最完美地滿足最核心的欲望

D.ThepellingTruth

強(qiáng)而有力的支持事實TheSellingIdeaPlatform

銷售概念架構(gòu)

A.TheConceptualTarget

概念性的目標(biāo)客層The“naturalconstituency”forthebrand:thenaturalgroupingofconsumersboundbyamonorientationtowardthecategoryand/orthebrand.

他（她）們是對于某一個類別及/或品牌具有共同傾向而自然形成的組合，也是品牌“必然的”顧客。TheSellingIdeaPlatform

銷售概念架構(gòu)

B.TheCoreDesire

最核心的欲望TheCoreDesireisthemostrelevantdesire,need,hope,orfearoftheconceptualtargetthatthebrandcanmeaningfullyaddress.

它是概念性的目標(biāo)客層最關(guān)切的欲望、需求、希望或恐懼，而且是品牌可以有意義加以解決的。TheSellingIdeaPlatform

銷售概念架構(gòu)

B.TheCoreDesire

最核心的欲望 TheCoreDesirerepresentsthedeepest,mostpowerful,emotionalbenefitthattheConceptualTargetreceivesfromthebrand.

核心欲望代表概念性目標(biāo)客層能從本品牌獲得的最深切、最有力、最富情感的利益。TheSellingIdeaPlatform

銷售概念架構(gòu)

D.ThepellingTruth

強(qiáng)而有力的支持事實Thepellingtruththatprovidesthekeyevidencethatsupportsthebrand’sroleinsatisfyingtheCoreDesireoftheConceptualTargetbothinfunctionandbrand.“無庸置疑的事實”，在滿足概念性目標(biāo)客層的核心欲望時，品牌所擔(dān)任角色之強(qiáng)而有力的支持事實。ExampleCompelling

FunctionalTruthSpecificTruthBrand

Performance“Preventsheartdisease”BayerAspirin

FunctionalTruthSpecificTruthBrand

panyValues“WereallycareaboutyouJohnson&Johnsonandyours” BrandMyth “MarlboroCountry”MarlboroCigarettesWhatIsASellingIdea?

什么是銷售概念A(yù)SellingIdeaisastrategicconceptthatfocuseseverythingwehavelearnedaboutwhatthebrandneedstomeantoconsumersintoasinglehighlyfocusedstrategicideathatexpressesexactlywhatwewishtheadvertisingtosaytoconsumers.

銷售概念是一個策略性的概念。它將我們所知道的一切有關(guān)品牌在消費者心中所須達(dá)成的意義與印象，集中成一高專注的策略性概念與想法，進(jìn)而表達(dá)我們希望廣告到底要對消費者說什么。Examples

Brand SellingIdeaCreativeIdea 7-Up“AnOc某著名企業(yè)nalAlternativetoCola”“TheUncola” Pepsi(1997)“TheOfficialGenerationXCola”“GenerationNext” Microsoft“AccesstoInformation”“Wheredoyouwanttogotoday?”1.Preamble2.MarketingandpetitionOverview3.CC&EmunicationToolsFootprintSellingStrategy4.

Brand/ProductmunicationStrategyBbion/BbionVitaminBplexSyrupSevenSeas/SevenSeasMultivitaminSyrupDr.Freeman/Dr.FreemanCough&ColdSyrupforChildren5.CreativeConceptandAdvertisingMechanics6.Below-the-lineandOtherMarketingTacticsBbionVitaminsMarketOverviewTheOTCmultivitaminsmarketisestimatedtobeRMB269mn(US$33mn)ProductProfileProductcategory:healthfoodtheorderofproducts(nutrition)mentionedbyconsumers(withaidedorunaided?):Calcium,Codliveroil,Multivitamin,VitC,IronandVitBplex.OurConcern:Theyarepossiblyourpotentialpetitors!!!MultiVitBingredients:B1,B2,B3,B6,B12thefunctionsofeveryingredientsabove(pls.refertoclient’sbrieffordetailedinformation)OurConcern:Thefunctionsareslackandlackofconsistence.ProductProfileProductform:syrupCurrentlyNoVitBplexsyrupisfoundinGZOurConcern:Quitenewproductform;moresuitableforchildrenProductProfileGeographicaltargetareaTargetedcities:SZ,GZ,thenrollouttoPRDOurConcern:HigherielevelinSZandGZthanotherinlandcitiesFoodsupplementmarketismoremature“Onlyfoodisnotenoughformydailyvitaminconsume”SWOT

Strengthmoresuitableforchildrensyrupformsweet,fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfoodWeaknessrelativelyhighpriceparedwithlocalproducts;dailycostRMB1.5)promotionsinthehospitalarelimiteddifficulttosumupintooneUSPOpportunitylesspetition(intermsofVBplex)theawarenessofimportanceofvitaminsisincreasingThreatslowpricestrategyoflocalproductBbion

品牌印記(BrandFootprint)

Bbion

品牌意義Bbion的意義就是來自德國默克的復(fù)合維生素BBbionmeansVitaminBplexingfromGermanMerckBbion的意義就是B族維生素均衡糖漿BbionmeansVitaminBplexbalancedsyrupBbion的意義就是構(gòu)筑兒童均衡發(fā)育的基礎(chǔ)Bbionmeansaveryimportantbasisforchildren’sbalancedgrowthBbion品牌個性Bbion是維生素的專家BbionistheexpertofVitaminBbion是全面合理的BbionisprehensiveandequitableBbion是嚴(yán)謹(jǐn)?shù)腂bionissevere品牌意義Bbion的意義就是來自德國默克的復(fù)合維生素BBbionmeansVitaminBplexingfromGermanMerckBbion的意義就是B族維生素均衡糖漿BbionmeansVitaminBplexbalancedsyrupBbion的意義就是構(gòu)筑兒童均衡發(fā)育的基礎(chǔ)Bbionmeansaveryimportantbasisforchildren’sbalancedgrowth品牌個性Bbion是維生素的專家BbionistheexpertofVitaminBbion是全面合理的BbionisprehensiveandequitableBbion是嚴(yán)謹(jǐn)?shù)腂bionissevereBbionBbion

銷售策略(SellingStrategy)Bbion

銷售策略(SellingStrategy)品牌位置：來自德國默克的復(fù)合維生素B均衡糖漿TheBrandPosition:VitaminBplexBalancedSyrupingfromGermanMerckBbion

銷售策略(SellingStrategy)品牌目標(biāo)：兒童均衡發(fā)育的基礎(chǔ)營養(yǎng)源TheBrandObjective:TheBasicNutritionResourceOfChildren’sBalancedGrowthBbion

銷售策略(SellingStrategy)廣告角色：向消費者傳達(dá)“復(fù)合維生素B與兒童均衡發(fā)育息息相關(guān)”的概念TheSpecificRoleOfTheAdvertising:Deliverthemessagethatchildren’sbalancedgrowthiscloselyboundupwithVitaminBplexBbion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：A）概念性目標(biāo)客層/謹(jǐn)慎的母親TheConceptualTarget/CarefulAndCaringMothersBbion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：D）強(qiáng)有力的支持事實(ThepellingTruth):功能上：某著名企業(yè)市場上唯一糖漿型復(fù)合維生素B產(chǎn)品Function：TheonlysyruptypeforVitaminBplexInChinaMarketBbion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：D）強(qiáng)有力的支持事實:品牌上:默克是維生素C的發(fā)現(xiàn)者ThepellingTruth:MerckisthediscovererofVitaminC

Bbion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：B）最核心的欲望：希望孩子發(fā)育盡善盡美

TheCoreDesire/HopeMyKidsGrowPerfectly

Bbion

銷售策略(SellingStrategy)銷售概念構(gòu)架(TheSellingIdeaPlatform)：C）品牌如何最完美滿足最核心的欲望：Bbion全面補(bǔ)充維生素B族營養(yǎng),改善孩子的胃口，幫助孩子均衡發(fā)育HowTheBrandBestFulfillsTheCoreDesire：BbionprovideschildrenwithprehensiveVitaminBplexnutrition,helpsstimulateappetiteandgrowinabalancedway.Bbion

銷售策略(SellingStrategy)銷售概念:構(gòu)筑兒童均衡發(fā)育的基礎(chǔ)TheSellingIdea:Bbionhelpstoconstructingthefoundationofchildren’sbalancedgrowth.

Bbion

銷售策略(SellingStrategy)創(chuàng)意概念:讓兒童均衡發(fā)育均衡發(fā)育從維B開始AdWorks:LetChildrenGrowInaBalancedWay.

SevenSeasMultivitaminSyrupProductcategory:healthfoodIngredients:basement:codliveroil(fromdeepsea)supplement:VitA,B1,B2,B3,B6,C,D,EFlavor:Orangeflavor(realorangejuice)ProductProfileOurConcern:7sMVSismorethantraditionalfishliveroil.ProductProfilePotentialpetitorsfor7sMVStheorderofnutritionmentionedbyconsumers(withaidedorunaided?):Calcium,fishliveroil,Multivitamin,VitC,IronandVitBplex.OurConcern:DifferentfromVitB,thenecessaryoffishliveroilismuchgreaterinconsumers’mind,thoughtheymaybecan’tnameitsfunctionsindetails.Themarketoffishliveroilismoremature.Potentialpetitorsfor7sMVSRealpetitionThemajorplayersinthemultivitamincategoryare:JuniorTheragan,JuniorCentrum,Kiddi,andScottsIntermofdailycost,7sMVSratedinthemiddleposition.JuniorTheragan--RMB0.85;JuniorCentrum--RMB1.12;Kiddi--RMB4.07/3.20;Scotts--RMB1.317sMVS--RMB1.38Consumer’sAttitudeResearchesshowthemajorityofmothersareinterestedinproductconceptGZ:“helpsstimulateappetite”;”containscodliveroil”;”helpsbraindevelopment”SZ:“containsmanyessentialvitamins”;“containscodliveroil”;“helpsinstrengtheningboneissue”Thebuyingintentionofproduct:GZ:65.6%;SZ:77.6%Theperceivedprice:aroundRMB62/perbottleConsumer’sAttitudeGeographicalTargetArea1sttargetcities:SZ,GZ,thenrollouttoPRD2ndtargetcities:SHandBJ(launchedinlate2001)SWOT

Strengthmoresuitableforchildrensyrupformsweet,fruityflavormoreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfoodlessdosagecontainsmanyessentialvitaminsbasedoncodliveroilWeaknessproductfunctionisdifficulttomeasurebrandawarenessislow,can’tsupporttheproductpromotionsinthehospitalarelimitedOpportunity

importedproductwithfairpricetheawarenessofimportanceofvitaminsisincreasingThreatsstrongpetition(likeSquib,Whitewall)SevenSeas

七海

品牌印記(BrandFootprint)

SevenSeas七海

品牌印記(BrandFootprint)

品牌意義

七海的意義就是來自深海的多種維生素魚肝油

SevenSeasmeansmulti--vitaminfishliveroilfromthedeepsea

七海的意義就是抗污染的

SevenSeasmeansanti-pollution

七海的意義就是可口橙味的

SevenSeasmeanstastywithsweetorangeflavor

SevenSeas七海

品牌印記(BrandFootprint)

品牌個性

七海是有益的

SevenSeasisbeneficial

七海是健康的

SevenSeasishealthy

七海是可愛的

SevenSeasislovely

SevenSeas

品牌意義

七海的意義就是來自深海的多種維生素魚肝油

SevenSeasmeansmulti--vitaminfishliveroilfromthedeepsea

七海的意義就是抗污染的

SevenSeasmeansanti-pollution

七海的意義就是可口橙味的

SevenSeasmeanstastywithsweetorangeflavor品牌個性

七海是有益的

SevenSeasisbeneficial

七海是健康安全的

SevenSeasishealthysafety

七海是可愛的

SevenSeasislovely

SevenSeas

七海

銷售策略(SellingStrategy)

品牌位置：來自深海的多種維生素魚肝油兒童

保健糖漿

BrandPosition:ThedeepseaFishLiverOilHealthSyrupwithmulti-VitaminsForChildrenOnly

SevenSeas

七海

銷售策略(SellingStrategy)

品牌目標(biāo)：純凈有益的兒童營養(yǎng)必要補(bǔ)充劑

BrandObjective:Anti-pollutionAndNaturalNutritionSupplementNecessaryForChildren’shealth

SevenSeas

七海

銷售策略(SellingStrategy)

廣告角色：告訴消費者七海不是一般的魚肝油

TheSpecificRoleOfTheAdvertising:TelltheconsumerthatSevenSeasisnoordinaryfishliveroil

SevenSeas七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

A）概念性目標(biāo)客層：了解魚肝油的母親

TheConceptualTarget：learnedMothersOnFishLiverOilKnowledge

SevenSeas七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

B）最核心的欲望:希望自己孩子不一般

TheCoreDesire:

“Mychildisnoordinarykid！”.

SevenSeas

七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

C）品牌如何最完美滿足最核心的欲望:通過塑造七海不是一般的魚肝油的品牌形象來滿足消費者希望孩子不一般的心理需求

HowTheBrandBestFulfillsTheCoreDesire:SevenSeassatisfiestheconsumer’spsychologicalneedswhichhopingherkidisnoordinarybybuildingsevenseas“noordinary”brandimage

SevenSeas

七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

D）強(qiáng)有力的支持事實:

功能上:含有多種重要維生素和深海魚肝油的成份

ThepellingTruth:

Function:HaveTheIngredientsOfMulti—vitaminsAndFishliverOilingFromTheDeepNorthSea

SevenSeas

七海

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

D）強(qiáng)有力的支持事實:

品牌上:來自德國默克

ThepellingTruth:

Brand:FromGermanMerck

SevenSeas

七海

銷售策略(SellingStrategy)

銷售概念：不一般的魚肝油

TheSellingIdea:

NoOrdinaryFishLiverOil

SevenSeas

七海

銷售策略(SellingStrategy)

創(chuàng)意概念：七海寶寶更出眾

TheCreativeIdea:

Outstandingsevenseas，outstandingkids

DrFreemanCough&ColdSyrupforChildrenCough&ColdMarketOverviewThemarketishuge:RMB876mn(98’)

圖示結(jié)論：1、不論男性被訪人群,還是女性被訪人群感冒前絕大多數(shù)人都有感冒前兆或感冒癥狀2、其中有輕度癥狀者占絕大多數(shù)，男性為59.5%,女性為60.0%3、可以推斷——幾乎所有人感冒前都有或多或少的癥狀SettingsofConsumptionbytheWholeSample:

Number：511GenderGroup：16----60

LocationofBuyingColdMedicineBytheWholeSample:Number：510GenderGroup：16----60歲MultipleAnswers,sopercentmayextra-100%圖示結(jié)論：1、70.7%的男性以及72.4%的女性會在藥店購買感冒藥,因此可推斷——不論男性還是女性，購買感冒藥首選的場所均為藥店,其次為醫(yī)院或診所2、男女消費者在購藥場所選擇方面性別差異不大

TheHabitofKeepingColdMedicineatHome:Number:624Say“Yes”:508Say“No”:116圖示結(jié)論：81.4%的被調(diào)查家庭在家中備有感冒藥,只有18.4%的被調(diào)查家庭沒有此習(xí)慣,因此可推斷——感冒藥是大多數(shù)家庭日常必備藥。RankingoftheidealbrandsorkindsWhichSeasontoPronetoCatchColdThePeakSeason:winter;spring;theinterimbetweentheseasonsItfunctionsincoughandcoldanduptonow,nootherproductsclaimtohavethesetwofunctionsonly.Inthemarketofcoughsyrupandcough&cold&feversyrup,wehavekeypetitorsasbelow:coughsyrup:IsedylfromUnitedLaboratory;JinMinChildrensyrup,ShenquCoughSyrupandTaijiCoughSyrupcough&cold&feversyrup:Tylenol,Bufferin,XiaobaiProductProfileOurConcern:DrFreemanCough&ColdSyrupforChildrenaimsattheearlystageofcold;DrFreemanisthesub-brandofmerckonlyforseriescough&coldproducts.SWOT

StrengthLowPriceUniqueFormulaGoodqualityWeaknessnobrandawarnesstosupporttheproductOpportunity

Concentrateeffectontheearlystageofcoldlargecold&coughmarketpetitivevoiceisnotnoiseinSandongwelldevelopedretailenvironmentThreatsstrongpetitionStrictregulatorycontrolonA&Pactivities

Dr.Freeman

品牌印記(BrandFootprint)

Dr.Freeman

品牌印記(BrandFootprint)

品牌意義

Dr.Freeman的意義就是來自德國的感冒藥

Dr.FreemanmeansafludrugfromGerman

Dr.Freeman的意義就是醫(yī)生推薦使用的

Dr.Freemanmeansdoctor’srmended

Dr.Freeman的意義就是治療兒童傷風(fēng)和咳嗽的糖漿

Dr.Freemanmeansacold&coughsyrupforchildren

Dr.Freeman

品牌印記(BrandFootprint)

品牌個性

Dr.Freeman是感冒藥專家

Dr.Freemanistheexpertoffludrugs

Dr.Freeman是可信的

Dr.Freemanisreliable

Dr.Freeman是認(rèn)真負(fù)責(zé)的

Dr.Freemanisconscientious

Dr.Freeman品牌意義

Dr.Freeman的意義就是來自德國感冒藥

Dr.FreemanmeansafludrugfromGerman

Dr.Freeman的意義就是醫(yī)生推薦使用的

Dr.Freemanmeansdoctor’sendorsement

Dr.Freeman的意義就是治療兒童傷風(fēng)和咳嗽的糖漿

Dr.Freemanmeansacold&coughsyrupforchildren

品牌個性

Dr.Freeman就是感冒專家

Dr.Freemanistheexpertoffludrugs

Dr.Freeman是可信的

Dr.Freemanisreliable

Dr.Freeman是認(rèn)真負(fù)責(zé)的

Dr.Freemanisconscientious

Dr.Freeman

銷售策略(SellingStrategy)

Dr.Freeman

銷售策略(SellingStrategy)

品牌位置：效治療兒童傷風(fēng)咳嗽的糖漿

BrandPosition:ASyrupForMildlyAndEffectivelyRelievingChildren’sCold&Cough

Dr.Freeman

銷售策略(SellingStrategy)

品牌目標(biāo)：感冒藥專家

BrandObjective:TheExpertOfFluDrugs

Dr.Freeman

銷售策略(SellingStrategy)

廣告角色：傳達(dá)即治療發(fā)燒前的感冒癥狀非常重要

TheSpecificRoleOfTheAdvertising:DeliverTheMessageThatItIsVeryImportantToCureColdAndCoughInTimeBeforeGettingFever

Dr.Freeman

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

A）概念性目標(biāo)客層:細(xì)心的父母

TheConceptualTarget:

CarefulParents

Dr.Freeman

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

B）最核心的欲望/周到

TheCoreDesire/Considerate

Dr.Freeman

銷售策略(SellingStrategy)

銷售概念構(gòu)架(TheSellingIdeaPlatform)：

C）品牌如何最完美滿足最核心的欲望:

感冒藥專家的細(xì)心周到，讓孩子在發(fā)燒前即消除感冒