1、 Case 028MechanismConsumer BenefitConsumer valueValue for objectJust fitIn-controlSelf-esteem Communication Concept Communication ConceptDifferent BenefitrelationConcept 文化 Name Case 030Brand imageNew Brand Direction Brand Naming Case 031BRANDIMAGE Name Case 032LESSMOREYoung age customerSenile chang
2、e of brand Old age customer Case 033sales promotionadvertisingPublicrelationsPromotion Case 034PurchaseTicketTicket Bar-codeOnsite PurchaseMobileMobile reservationRegular reservationPrint At HomeConstantMonitoringofEntranceAnd ExitInternet reservationMobilePrint At HomeGateBar Code reading A brand 2
3、005.10.20 21 Case 036IDC CenterMain server10MbpsAcademyTown BclientTown Aclient10Mbps10MbpsStar Topology Case 037Communication ConceptDifferent BenefitrelationConcept Case 038ERMSRMService CoveragePRMEnterprise Risk ManagementPartner RelationshipManagementSupplier RelationsManagement-Self Assessment
4、-Business Risk Model solutions-IT applicationPurchase Intelligence Case 039BenefitRelationDifferent Concept Case 04036%47%17%27%30%40%Case 041 Name BRAND IMAGEBRAND IMAGE Case 042conveniencepracticalityspecialtyNew Brand .Case 043 ThinkerLearn-feel-doInformativeFeelerFeel-learn-doAffectiveDoerDo-lea
5、rn-feelHabit formationReactordo-feel-learnSelf satisfaction40%15%20%25%Case 044Maturity stage Growth stage Introduction stage PLCDecline stage Case 045ClientOrientationMedia PromotionClient Agency/AgencyClientConcept/ideationPlanningProductionExecution Case 046Place()Promotion()Price()Product()4PS 锐
6、普锐普PPT论坛论坛chinakui收集收集 Case 047ProductPricePromotionPlaceThe process of planning and executing the conception pricing,promotion and distribution of goods,services and ideas to create exchange that satisfy individual and organizational objects.MarketingDD%BB%CC%AA%step3BOOMUPstep1BOOMUPBrand Essencef
7、antasyPersonalityolder|successful|attractiveValuesexpress self|confidentBenefitsfashionable lookfits moodBrand strategy,(differentiation).,.Client Agency/AgencyClientConceptMedia/PromotionPlanningClientorientationProductionexecution/ideation StrengthWeaknessOpportunityThreatSWOT:20 pt text:20 pt tex
8、t:20 pt text:20 pt text -WeaknessStrengthThreatOpportunitySWOT Analysis PlacePromotion4PSPriceProduct DistributionDistributionMarketingMarketingProductProductPricePricePromotionPromotion 45%37%10%8%12 100%1,000 GrowthrateShare ofVoiceMarketShareetc75%30%45%22%Strategic AD managementGlobal sports mar
9、keting activitiesSuccessful new product launchLocal-base marketing supportthe respected global player Case 057 30%75%22%Share of Voice45%Graph modelGrid model 12,(wagon),(),(),TV,()Family Life Cycle(6)(6)()A thematic principleThemeObject baseA principle of distinctive fitUniqueharmonyAn extrnsion Pr
10、incipleJusticeBasecopulativeA combinationPrincipleMedia mixComplement Use existing ProductsSTEP 1STEP 2STEP 3STEP 4Become Aware of NewNew Product is AvailableBuy New Product M A R K E T V A L U E200820062005300050007000 /BrandManagementProcessBrandDiagnosisSTEP 1BrandPerspectiveSTEP 2BrandCultureSTE
11、P 3BrandCommunicationSTEP 4 Case 064Business ContentsCategory 1Category 2Category 3Category 4Sub_category 01Sub_category 02Sub_category 03Sub_category 04Sub_category 01Sub_category 02Sub_category 01Sub_category 02Sub_category 01Sub_category 02eSolutionconsultingstrategy Model of Sale FormationUse ex
12、isting ProductsSTEP 1STEP 2STEP 3STEP 4Become Aware of NewNew Product is AvailableBuy New Product锐普锐普PPT论坛论坛chinakui收集收集 Safety needsSocial needsEsteem needsSelfActualizationneedsNEEDSAnalysis-,-,-,Case 067Brand Management ProcessStep1Media mixStep2Target mixSTEP 3Brand mixSTEP 4SeasonalitySTEP 5Reg
13、ional mixProcess Completed Renewal CategorySearchSystemCommunityShopWebDesignRecruitSystemMailingsystem advertisingcreativeMedia planningmeasurabilityconcept12220 Case 070?Are you getting there?Where are we?Why are we there?How could we get ther?Where could we are?T-plan Case 071attentioninterestdes
14、irememoryactionAIDMAEstelmo Lews .AIDMA .1.Attention-.2.Interest-.3.Desire-.4.Memory-.5.Action-.Web DesignSearchSystemRecruitSystemCommunityShopMailingsystem Admin toolSite System /System&System RENEWALCase 072 Rogers innovator Earlyadaptor Earlymajority Latemajority laggardSocial factors (Target Ma
15、rket)(Consumer Promise)(Support)(Personality)Case 074 Case 075TV?TV?,FTP ProcessADMIN /Case 077What is the Brand?Rational product features.attributesWhat will It dofor me?Rational expectations as aResult of use.benefitsWhat kind ofperson woluld it be?Basic human values-the endEmotional rewards one e
16、xpectsFrom using the brand.valuesWhat does it meanto me?The image of the brand.AsElicited in terms of human Characteristics.personalityWhat is the enduringCore of the brand?Every brand has a“soil”which creates it and identifies it.essenceThe brand SupportADGoalTargetMarketConsumerPromisePersonality
17、SystemInfraCreativePowerPROJECTSUPPORTSYSTEMMediaPowerPromotionStrategyCommunicationStrategyMarketingConsulting*SYSTEM FLOWSTEP 1STEP 2STEP 3STEP 4 Irrelevant charactersRelevant charactersFlotSetting SymbolsMoodLeadcharacter FlotSettingIrrelevantCharactersRelevantcharactersSymbolsMood Case 082OSI Mo
18、delLayerapplicationnetworktransportsessionpresentationdata linkphysical1234567Form oracle Case 083Max marketing modelsynergylinkagesalesActiv-ationadvertisingAccoun-tabilitymediatargeting PRODUCTFUNCTIONSBRAND NAMEGRAPHICSPRDUCTDESIGN MIXLOGOS/TRADEMARKMIXPACKAGINGAUGMENTEDPRODUCTFEATURESCONTENTS CA
19、SE 1CONTENTS CASE 1CONTENTS CASE 1锐普锐普PPT论坛论坛chinakui收集收集 STEP 07STEP 06STEP 05 STEP 04&STEP 03 STEP 02 STEP 01 ERP Sales coupon/stampService contestEarly Buying DealPush managerRebateDemonstratorPremium/IncentiveContestPrice dealallowanceRebateDealer serviceSamplingDM/Event/DH ExhibitionDisplay sta
20、nd ERPSYSTEM/MRP/MPS/PR consultingCrisis managementInvestor relationsMediaRelationsEvent managementDatabase marketingMarketing promotionProductionOn-line PR PR consultingCrisis managementInvestor relationsMedia relationsEvent managementDatabase marketingMarketing promotionProductionOn-line PR Intern
21、et HostWindows forWorkgroupsWindows 95&98Apple MacintoshSystemWindows NTIBM MainframeTCP/IPNetworkPrinterUNIXSystemVMSSystemWindows2000 PR AGENCYPR AGENCYPR consultingCrisis managementMedia relationsEvent managementMarketing promotionOn-line PRInvestor relationsDatabase marketingProductionAdvertisin
22、g Internet HostWindows for WorkgroupsWindows 95&Windows 98Apple Macintosh SystemIBM MainframeWindows NTWindows 2000MS Lan ManagerUNIX SystemNetwork PrinterVMS SystemPART Trade allowanesPrice offsIn-on or near-packsSamplingCouponsTrade couponsFree-in-the-mailPremiumsSelf-liquidatingPremiumsContests&S
23、weepstakesRefund offersBonus packsStamp&Continuity plans 200520062007200820106,030,0347,010,0009,000,00011,000,000?numeric 4 step3 step2 step1 stepinnovatorEarlyadaptorEarlymajorityLatemajoritylaggard LAOntarioMiamiSantiagoTokyoKualaLumpurJakartaSydneyAucklandShanghaiDubaiAmmanJohanesburgBeijingCase
24、 098 POLANDIRELANDUNITEDKINGDOMSPAINMOROCCOALGERIATUNISIAFRANCEITALYGREECETURKEYBULGARIAUKRAINEBELAUSRUSSIAFINLANDSWEDENNORWAYDENMARKGERMANYROMANIAYUGOSLAVIASWITZERLANDAUSTRIACROATIASLOVAKIAHUNGARYCZECH REPUBLICESTONIALATVIALITHUANIAEUROPE Objective2.Sales ActivityNo.1 Wholesaler in Japan with integ
25、rated marketing system linking storage terminal and sales channel through on-line network up to 201010 Million kl Your Brain“On”PresentationsRight BrainLeft BrainSensoryEmotions,impressionsImagistic,holisticHere and nowLogical,sequentialAnalytic,dataShort-term memoryDefense intensivePresentation Imp
26、act IT -Try Again!-10 -&200-&20031542锐普锐普PPT论坛论坛chinakui收集收集 OHP TV PT PT PT PT /Update PT SHOP P T S H O P ,2003 5.0 ,Try again!Try Again “”.Template StoryBoardDesignSettingPlan 2005.05 ()/MOU2004.09 (,)2004.07 (KIDP)2004.07 ()MOU 2004.05 2003()2003.03 27()2002.09 PT shop 2001.12 SK ISAC 2002 1999.
27、03 97 ()(2005.01.01)()(,)3.PT Training Color Gif animation image III.u,u,u ,u ,.2.3l l Contentl l,Visuall l Delivery DESIGNSCHOOLINJECTIONSCHOOLEXTRUSIONSCHOOLTECHSCHOOL Package Fast Growthn The First&Flagship Productsn Premium Productsn Profit Managementn Professional Marketersn Brand Recognitionn
28、Marketing Clinicn In-store Communication n PR,Quality&SVC Marketingn Mid,Long-term Sales Goaln Strategies by Marketn Fast ExecutionProduct LeadershipPeople LeadershipMarket Leadership /,l l l l l l l l l l l Gif l l /Design&Display 262K Color TFT(Internal)65K Color OLED(External)89x44x24.5mm,95gMult
29、imedia Megapixel/VGA Camera MPEG4 Recording 2X Digital Zoom MP3,AAC,AAC+PlayerOthers Bluetooth/USB Digital Power Amp E-mail/SyncML TransFlash Memory3G Functionality Video Telephony Video Streaming Video MessagingProduct Overview 16%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 GAP 01020304050607080901001988199920002001200220032004(Units)Export7.61722294255.786.5 Strong Sales Performance:03 55.7M 04 86.5M(55%)Sustainable Sales Growth
