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2、ept 文化 Name Case 030Case 030Brand imageNew Brand Direction Brand Naming Case 031Case 031BRANDBRANDIMAGEIMAGE NameName Case 032Case 032LLEESSSSMMOORREEYoung age customerYoung age customerSenile change of brand Senile change of brand Old age customerOld age customer Case 033Case 033sales sales promoti
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5、s10MbpsStar TopologyStar Topology Case 037Case 037Communication ConceptCommunication ConceptDifferent Different BenefitBenefitrelationrelationConcept Case 038Case 038ERMERMSRMSRMService CoverageService CoveragePRMPRMEnterprise Risk Enterprise Risk ManagementManagementPartner RelationshipPartner Rela
6、tionshipManagementManagementSupplier RelationsSupplier RelationsManagementManagement-Self Assessment-Self Assessment-Business Risk Model-Business Risk Model solutions-IT application-IT applicationPurchase IntelligencePurchase Intelligence Case 039Case 039BenefitBenefitRelationRelationDifferent Diffe
7、rent ConceptConcept Case 040Case 04036%36%47%47%17%17%27%27%30%30%40%40%Case 041Case 041 Name BRAND IMAGEBRAND IMAGE Case 042Case 042convenienceconveniencepracticalitypracticalityspecialtyspecialtyNew Brand New Brand .Case 043Case 043 ThinkerThinkerLearn-feel-doLearn-feel-doInformativeInformativeFee
8、lerFeelerFeel-learn-doFeel-learn-doAffectiveAffectiveDoerDoerDo-learn-feelDo-learn-feelHabit formationHabit formationReactorReactordo-feel-learndo-feel-learnSelf satisfactionSelf satisfaction40%15%20%20%25%25%Case 044Case 044Maturity Maturity stagestage Growth Growth stagestage Introduction Introduc
9、tion stagestage PLCPLCDecline Decline stagestage Case 045Case 045ClientClientOrientationOrientationMedia PromotionMedia PromotionClient Agency/AgencyClientConcept/ideationPlanningPlanningProductionProductionE Executionxecution Case 046Case 046Place(Place()Promotion(Promotion()Price(Price()Product(Pr
10、oduct()4PS 4PS 锐普锐普PPT论坛论坛chinakui收集收集 Case 047Case 047ProductProductPricePricePromotionPromotionPlacePlaceThe process of planning and executing the conception pricing,promotion and distribution of goods,The process of planning and executing the conception pricing,promotion and distribution of goods
11、,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%step3BOOMUPstep1BOOMUPBrand EssencefantasyPersonalityolder|successful|attractiveValuesexpre
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13、ityOpportunityThreatThreatSWOTSWOT:20 pt text:20 pt text:20 pt text:20 pt text:20 pt text:20 pt text:20 pt text:20 pt text -WeaknessWeaknessStrengthStrengthThreatThreatOpportunityOpportunitySWOT AnalysisSWOT Analysis PlacePlacePromotionPromotion4PS4PSPricePriceProductProduct DistributionDistribution
14、MarketingMarketingProductProductPricePricePromotionPromotion 45%37%10%8%12 100%1,000 GrowthGrowthraterateShare ofShare ofVoiceVoiceMarketMarketShareShareetcetc75%75%30%30%45%45%22%22%Strategic AD Strategic AD managementmanagementGlobal sports Global sports marketing activitiesmarketing activitiesSuc
15、cessful new Successful new product launchproduct launchLocal-base Local-base marketing supportmarketing supportthe respected global player Case 057Case 057 30%30%75%75%22%22%Share of VoiceShare of Voice45%45%Graph modelGraph modelGrid modelGrid model 1 12 2,(wagon)(wagon),(),(),TV,TV,()Family Life C
16、ycleFamily Life Cycle (66)(66)()A thematic A thematic principleprincipleThemeThemeObject Object basebaseA principle of A principle of distinctive fitdistinctive fitUniqueUniqueharmonyharmonyAn extrnsion An extrnsion PrinciplePrincipleJusticeJusticeBaseBasecopulativecopulativeA combinationA combinati
17、onPrinciplePrincipleMedia mixMedia mixComplementComplement Use existing ProductsUse existing ProductsSTEP 1STEP 1STEP 2STEP 2STEP 3STEP 3STEP 4STEP 4Become Aware of NewBecome Aware of NewNew Product is AvailableNew Product is AvailableBuy New ProductBuy New Product M A R K E T V A L U E2008200820062
18、00620052005300030005000500070007000 /BrandBrandManagementManagementProcessProcessBrandDiagnosisSTEP 1STEP 1BrandPerspectiveSTEP 2STEP 2BrandCultureSTEP 3STEP 3BrandCommunicationSTEP 4STEP 4 Case 064Case 064Business ContentsBusiness ContentsCategory 1Category 1Category 2Category 2Category 3Category 4
19、Sub_category 01Sub_category 02Sub_category 03Sub_category 04Sub_category 01Sub_category 02Sub_category 01Sub_category 02Sub_category 01Sub_category 02eSolutioneSolutionconsultingconsultingstrategystrategy Model of Sale FormationModel of Sale FormationUse existing ProductsUse existing ProductsSTEP 1S
20、TEP 1STEP 2STEP 2STEP 3STEP 3STEP 4STEP 4Become Aware of NewBecome Aware of NewNew Product is AvailableNew Product is AvailableBuy New ProductBuy New Product锐普锐普PPT论坛论坛chinakui收集收集 Safety needsSafety needsSocial needsSocial needsEsteem needsEsteem needsSelfSelfActualizationActualizationneedsneedsNEE
21、DSNEEDSAnalysisAnalysis-,-,-,Case 067Case 067Brand Management ProcessBrand Management ProcessStep1Step1Media mixMedia mixStep2Step2Target mixTarget mixSTEP 3STEP 3Brand mixBrand mixSTEP 4STEP 4SeasonalitySeasonalitySTEP 5STEP 5Regional mixRegional mixProcess CompletedProcess Completed Renewal Catego
22、ryRenewal CategorySearchSearchSystemSystemCommunityCommunityShopShopWebWebDesignDesignRecruitRecruitSystemSystemMailingMailingsystemsystem advertisingadvertisingcreativecreativeMedia planningMedia planningmeasurabilitymeasurabilityconceptconcept1122222200 Case 070Case 070?Are you getting there?Where
23、 are we?Why are we there?How could we get ther?Where could we are?T-planT-plan Case 071Case 071attentionattentioninterestinterestdesiredesirememorymemoryactionactionAIDMAAIDMAEstelmo Lews .AIDMAAIDMA .1.Attention-1.Attention-.2.Interest-2.Interest-.3.Desire-3.Desire-.4.Memory-4.Memory-.5.Action-5.Ac
24、tion-.Web DesignWeb DesignSearchSearchSystemSystemRecruitRecruitSystemSystemCommunityCommunityShopShopMailingMailingsystemsystem Admin tool Admin toolSite Site System System /System System&System System RENEWALRENEWALCase 072Case 072 RogersRogers innovatorinnovator EarlyEarlyadaptoradaptor EarlyEarl
25、ymajoritymajority LateLatemajoritymajority laggardlaggardSocial factorsSocial factors (Target Market)(Target Market)(Consumer Promise)(Consumer Promise)(Support)(Support)(Personality)(Personality)Case 074Case 074 Case 075Case 075TVTV?TV TV?,FTPFTP ProcessProcessADMINADMIN /Case 077Case 077What is th
26、e 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-the endEmotional rewards one expectsFrom usin
27、g 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“soil”which creates it and identifies it.essenc
28、eessenceThe brandThe brand SupportSupportADADGoalGoalTargetTargetMarketMarketConsumerConsumerPromisePromisePersonalityPersonality SystemSystemInfraInfraCreativeCreativePowerPowerPROJECTPROJECTSUPPORTSUPPORTSYSTEMSYSTEMMediaMediaPowerPowerPromotionPromotionStrategyStrategyCommunicationCommunicationSt
29、rategyStrategyMarketingMarketingConsultingConsulting*SYSTEM FLOW*SYSTEM FLOWSTEP 1STEP 1STEP 2STEP 2STEP 3STEP 3STEP 4STEP 4 Irrelevant charactersIrrelevant charactersRelevant charactersRelevant charactersFlotFlotSetting Setting SymbolsSymbolsMoodMoodLeadLeadcharactercharacter FlotFlotSettingSetting
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31、ing modelMax marketing modelsynergysynergylinkagelinkagesalessalesActiv-Activ-ationationadvertisingadvertisingAccoun-Accoun-tabilitytabilitymediamediatargetingtargeting PRODUCTPRODUCTFUNCTIONSFUNCTIONSBRAND NAMEBRAND NAMEGRAPHICSGRAPHICSPRDUCTPRDUCTDESIGN MIXDESIGN MIXLOGOS/LOGOS/TRADEMARKTRADEMARKM
32、IXMIXPACKAGINGPACKAGINGAUGMENTEDAUGMENTEDPRODUCTPRODUCTFEATURESFEATURESCONTENTS CASE 1CONTENTS CASE 1CONTENTS CASE 1CONTENTS CASE 1CONTENTS CASE 1CONTENTS CASE 1锐普锐普PPT论坛论坛chinakui收集收集 STEP 07STEP 07STEP 06STEP 06STEP 05STEP 05 STEP 04STEP 04&STEP 03STEP 03 STEP 02STEP 02 STEP 01STEP 01 ERP ERP Sale
33、s coupon/stampSales coupon/stampService contestService contestEarly Buying DealEarly Buying DealPush managerPush managerRebateRebateDemonstratorDemonstratorPremium/IncentivePremium/IncentiveContestContestPrice dealPrice dealallowanceallowanceRebateRebateDealer serviceDealer serviceSamplingSamplingDM
34、/Event/DHDM/Event/DH Exhibition ExhibitionDisplay standDisplay stand ERPERPSYSTEMSYSTEM/MRP/MPSMRP/MPS/PR consultingPR consultingCrisis Crisis managementmanagementInvestor Investor relationsrelationsMediaMediaRelationsRelationsEvent Event managementmanagementDatabase Database marketingmarketingMarke
35、ting Marketing promotionpromotionProductionProductionOn-line PROn-line PR PR consultingPR consultingCrisis Crisis managementmanagementInvestor Investor relationsrelationsMedia relationsMedia relationsEvent Event managementmanagementDatabase Database marketingmarketingMarketing Marketing promotionpro
36、motionProductionProductionOn-line PROn-line PR Internet HostInternet HostWindows forWindows forWorkgroupsWorkgroupsWindows 95&98Windows 95&98Apple MacintoshApple MacintoshSystemSystemWindows NTWindows NTIBM MainframeIBM MainframeTCP/IPTCP/IPNetworkNetworkPrinterPrinterUNIXUNIXSystemSystemVMSVMSSyste
37、mSystemWindowsWindows20002000 PR AGENCYPR AGENCYPR consultingPR consultingCrisis Crisis managementmanagementMedia relationsMedia relationsEvent Event managementmanagementMarketing Marketing promotionpromotionOn-line PROn-line PRInvestor Investor relationsrelationsDatabase Database marketingmarketing
38、ProductionProductionAdvertisingAdvertising Internet HostInternet HostWindows for WorkgroupsWindows for WorkgroupsWindows 95&Windows 98Windows 95&Windows 98Apple Macintosh SystemApple Macintosh SystemIBM MainframeIBM MainframeWindows NTWindows NTWindows 2000Windows 2000MS Lan ManagerMS Lan ManagerUNI
39、X SystemUNIX SystemNetwork PrinterNetwork PrinterVMS SystemVMS SystemP PA AR RT T Trade allowanesTrade allowanesPrice offsPrice offsIn-on or near-packsIn-on or near-packsSamplingSamplingCouponsCouponsTrade couponsTrade couponsFree-in-the-mailFree-in-the-mailPremiumsPremiumsSelf-liquidatingSelf-liqui
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41、tep4 step4 step3 step3 step2 step2 step1 step1 stepinnovatorinnovatorEarlyEarlyadaptoradaptorEarlyEarlymajoritymajorityLateLatemajoritymajoritylaggardlaggard LAOntarioMiamiSantiagoTokyoKualaLumpurJakartaSydneyAucklandShanghaiDubaiAmmanJohanesburgBeijingCase 098Case 098 POLANDPOLANDIRELANDIRELANDUNIT
42、EDUNITEDKINGDOMKINGDOMSPAINSPAINMOROCCOMOROCCOALGERIAALGERIATUNISIATUNISIAFRANCEFRANCEITALYITALYGREECEGREECETURKEYTURKEYBULGARIABULGARIAUKRAINEUKRAINEBELAUSBELAUSRUSSIARUSSIAFINLANDFINLANDSWEDENSWEDENNORWAYNORWAYDENMARKDENMARKGERMANYGERMANYROMANIAROMANIAYUGOSLAVIAYUGOSLAVIASWITZERLANDSWITZERLANDAUST
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44、work up to 201010 Million kl Your Brain“On”PresentationsRight BrainLeft BrainSensoryEmotions,impressionsImagistic,holisticHere and nowLogical,sequentialAnalytic,dataShort-term memoryDefense intensivePresentation Impact 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 /Upda
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48、al)89x44x24.5mm,95gMultimediaMultimedia Megapixel/VGA Camera 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 Overview 16%14%70%North A
49、mericaEuropeOthersAlthough 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)Export7.67.6171722222929424255.755.786.586.5 Strong Sales Performance:03 55.7M 04 86.5M(55%)Sustainable Sales Growth