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1、By Estela Kuo 郭伟琼郭伟琼2003年年12月月12日日江西南昌江西南昌创业公司的营销与品牌管理Entrepreneurial Marketing&Brand Management.培训内容1.导言2.创业期中的营销工作推展与营销团队建立3.从品牌建立到品牌扫描到品牌面临的挑战4.360度品牌传播理论与360度世界中的创意5.案例分享.想像你刚刚成立了一个公司.刚开始,人员的组成如何?个人的分工如何?业务会如何发展?随着业务的发展,公司的人员和组织结构会有什么变化?.市场部功能的演进.The Evolution of a Marketing Organization问题一管理层发现
2、无法在营销方面有足够的关注力诊断准备进入第二个发展阶段处方雇用一个市场部经理 管理层继续负责产品开发制订价格;以及新客户的初步接触与销售支持.市场部功能的演进.The Evolution of a Marketing Organization问题二产品或市场多到管理层难以协调诊断准备进入第三阶段处方雇用产品经理并给与销售,广告,调研的支持授权产品经理管理市场工作管理层负责市场策略.市场部功能的演进.The Evolution of a Marketing Organization问题三目前市场规模下,成长有限诊断准备进入第三阶段处方将市场工作下放到各个负责部门成立集团市场部负责评估各部门市场计
3、划提供市场策划,调研需要的知识与培训管理集团的市场与传播工作.市场部功能的演进.成长中企业的营销组织阶段Entrepreneurial Marketing创业营销创业营销Opportunistic Marketing机会营销机会营销Responsive Marketing回应营销回应营销Diversified Marketing多元营销多元营销.Marketing Effectiveness Audit营销效果检验Customer Philosophy 客户心理Does management recognize the importance of designing the company t
4、o serve the needs and wants of chosen market?Does management develop different offerings and marketing plans for different segments of the market?Does management take a whole marketing system view(suppliers,channels,competitors,customers,environment)in planning its business?.Marketing Effectiveness
5、Audit营销效果检验Integrated marketing organization 整合营销组织Is there high level marketing integration and control of the major marketing functions?Does marketing management work well with management in research,manufacturing,purchasing,physical distribution,and finance?How well organized is the new product d
6、evelopment process?.Marketing Effectiveness Audit营销效果检验Adequate marketing information 足够的市场信息When were the latest marketing research studies of customers,buying influences,channels and competitors conducted?How well does management know the sales potential and profitability of different market segme
7、nts,customers,territories,products,channels and order sizes?What effort is expended to measure the cost effectiveness of different marketing expenditures?.Marketing Effectiveness Audit营销效果检验Strategic orientation 策略方向What is the extent of formal marketing planning?What is the quality of the current m
8、arketing strategy?What is the extent of contingency thinking and planning?.Operational efficiency 操作效率How well is the marketing thinking at the top communicated and implemented down the line?Is management doing an effective job with the marketing resources?Does management show a good capacity to rea
9、ct quickly and effectively to on the spot development?Marketing Effectiveness Audit营销效果检验.360的品牌管理的品牌管理.Ogilvy Worldwide 奥美集团Part of the largest global communication group,WPPAnnual billing US$8.3 billion90 countries,312 officesGlobal client service network 全球客户服务网络Leading skills on brand building a
10、nd management 领先的品牌建立与管理技巧Global leadership on integrated communication独步全球的整合传播理论.AhmedabadAucklandBangaloreBangkok BeijingBrisbaneCalcuttaChennaiColomboDhakaGuangzhouHo Chi MinhHyderabad Hong KongIslamabadJakartaKarachiKuala LumpurLahoreManilaMelbourneMumbaiNew DelhiPuneSeoulShanghaiShenyangSingap
11、oreSydneyTaipeiTokyoWellingtonLargest Network In Asia-Pacific.Ogilvy China 奥美中国Ogilvy Beijing-230Ogilvy Beijing-230Ogilvy Shanghai-150Ogilvy Shanghai-150Ogilvy Guangzhou-83Ogilvy Guangzhou-83Ogilvy Hong Kong-300Ogilvy Hong Kong-300Total:1,127 staffsTotal:1,127 staffsOgilvy Taipei-364Ogilvy Taipei-36
12、4.00-01 China Ranking 奥美中国传播集团排名1.Ogilvy&Mather 2.J Walter Thompson3.Bates4.DDB Worldwide5.Leo Burnett6.Saatchi&Saatchi7.Grey8.FCB9.Euro RSCG Partnership10.McCann-Erickson GuangmingSource:HK4As,based on consolidated incomeSource:HK4As,based on consolidated income.What sets us apart isthe power of in
13、tegrationin brand management.品牌管理的整合力量,让奥美独占鳌头.What is a BRAND?品牌是什么品牌是什么?.“A brand is a complex symbol.It is the intangible sum of a products attributes,its name,packaging,and price,its history and reputation,and the way its advertised.A brand is also defined by consumers impressions of the people
14、who use it,as well as their own experience.“David Ogilvy 1955品牌是一个复杂的象征,是无形的产品元素的总和,包括包装,名称,价格,历史,信誉,还有传播的方式.品牌是由使用者基于印象和使用经验来定义的.1955年大卫奥格威.How its advertised.How its advertised.传播的方式传播的方式Consumers Consumers impressions of its impressions of its users.users.消费者对使用消费者对使用者的印象者的印象History and reputatio
15、n.History and reputation.历史和信誉历史和信誉Name and packaging.Name and packaging.名称和包装名称和包装Products physical attributes.Products physical attributes.产品的实际组成产品的实际组成The totality affects the users The totality affects the users experience,and in turn defines the experience,and in turn defines the brand.brand.影
16、响品牌和使用经验的影响品牌和使用经验的总体总体.The totality of a brand.The totality of a brand.品牌的全貌品牌的全貌TVCTVCNewspaper adNewspaper adMagazine adMagazine adRadio adRadio adWeb banners Web banners Outdoor ad Outdoor ad POPPOPRelationship Relationship MarketingMarketingRoadshowsRoadshowsSponsorshipSponsorshipUser base User
17、 base Age Age PsychographPsychographImage Image Income Income EducationEducationAchievementAchievement“Negatives”“Negatives”HeritageHeritageCompany cultureCompany cultureFigureheadFigureheadHard facts Hard facts Soft news Soft news Social and political standingsSocial and political standingsCommunit
18、yCommunityinvolvementinvolvementTrade environmentTrade environmentStylesStylesMaterialsMaterialsFeaturesFeaturesTextureTextureColorsColorsPricePriceQuantityQuantityWeightWeightBrand LogoBrand LogoPackagingPackagingBrand nameBrand nameShopping bagShopping bagWebsiteWebsiteUniformUniformShowroomShowro
19、omServiceService.Ogilvy 360 DegreesOgilvy 360 Degrees Brand Stewardship Brand Stewardship奥美奥美360360度品牌管家度品牌管家.360 Degrees Brand Stewardship360度品牌管家Advertising广告PublicRelations 公关Activation 行动营销Identity视觉管理DirectMarketing直效营销Interactive互动.360 Degrees Brand Stewardship360度品牌管家We place your brand in th
20、e centre 把品牌放在中心点And build it to its full potential 发挥全部的潜力Crossing disciplines in a 360 Degrees way 跨专业Crossing borders 跨地域Challenging barriers 挑战障碍Taking it all the way through 直到终点Insight.Ideas.Execution.Evaluation 洞察 点子 执行 评估.The Elements 操作单元Brand ScanBrand AuditPoints of contactChallengeBrandP
21、rint Idea点子BrandWorldExecutions品牌检验品牌写真品牌扫描接触点挑战品牌世界执行.The Elements 操作单元Brand ScanBrand AuditPoints of contactChallengeBrandPrint Idea点子BrandWorldExecutions品牌检验品牌写真品牌扫描接触点挑战品牌世界执行.The Elements 操作单元Brand ScanBrand AuditPoints of contactChallengeBrandPrint Idea点子BrandWorldExecutions品牌检验品牌写真品牌扫描接触点挑战品牌
22、世界执行.The Elements 操作单元Brand ScanBrand AuditPoints of contactChallengeBrandPrint Idea点子BrandWorldExecutions品牌检验品牌写真品牌扫描接触点挑战品牌世界执行.The Elements 操作单元Brand ScanBrand AuditPoints of contactChallengeBrandPrint Idea点子BrandWorldExecutions品牌检验品牌写真品牌扫描接触点挑战品牌世界执行.The Elements 操作单元Brand ScanBrand AuditPoints
23、of contactChallengeBrandPrint Idea点子BrandWorldExecutions品牌检验品牌写真品牌扫描接触点挑战品牌世界执行.The Elements 操作单元Brand ScanBrand AuditPoints of contactChallengeBrandPrint Idea点子BrandWorldExecutions品牌检验品牌写真品牌扫描接触点挑战品牌世界执行.Creating a Brand World创造一个品牌世界Brand WorldBrand World品牌世界品牌世界Points of Contact接触点IdeaIdea点子点子.Mu
24、ltiple Connections多维联系 The idea connects with the customer in multiple ways creating a sensory surround一个点子会以多种方式与消费者相连接,创造整体感受.Different Points of Contact offers the Customer Different Encounters With the Brand 于不同的接触点,消费者与品牌有不同的接触状况 We can create interplay between the encounters我们可以创造它们之间的相互影响We c
25、an use this interplay to intensify involvement我们可以运用这些相互影响加强消费者的融入度.Close Your Eyes.Imagine Seeing a Fish闭上眼睛.想象你正看到一条鱼Now close your eyes again and imagine being a fish现在再次闭上眼睛,想象你自己就是一条鱼.Being a Fish,not Seeing a Fish变成鱼.不是看着鱼.Points of Contact接触点Explore the possible points of contact between the
26、brand and its customers探究品牌与其消费者之间的可能接触点Think about customers everyday lives-where do they most often think about and use the brand仔细想一下消费者每天的生活,在哪里他们会经常想到或用到这个品牌.Some Techniques To Stimulate Point of Contact Opportunities 几个帮助激发接触点的技巧Day in the Life生活中的一天Stimuli card提示卡The Compass Dial指南针.Day in th
27、e Life生活中的一天A stage-managed experience 一种人为的体验Surrounding the team with the environment,emotions and expressions of the customer/brand relationship以品牌与消费者产生关系的环境、情感和表情等包围品牌团队Stimulating all their senses-sound,sight,touch,smell,taste刺激他们所有的感官-听觉、视觉、触觉、味觉等.Colours色彩Workplace noises工作场所的声音CD collection
28、收集的CDBookshelf书架Signals of their interests&activities感兴趣事情和活动Tools of their trade交易工具Magazines杂志Diary of a day in the lifewords,film or photos 一天的日记、录影、照片Videoclips&vox pops视象短片或录音Logos of competitive brands竞争者的商标Chart history of category 产品类别历史图Logos of business partners商业伙伴的商标Competitive products竞
29、争产品Articles on competitors有关竞争者的文章Framed family photos家庭相册Holiday snaps假日闲照Photos相片 Contents of their handbags手提袋中的内容 Photos of bedroom or kitchen居室、厨房的照片Day in the Life：Possible Stimuli生活的一天：可能的刺激.Things We Need to Know About Our Customers我们必须了解消费者的我们必须了解消费者的.Where they could Where they could be mo
30、st involvedbe most involved在那里他们会在那里他们会融入得最深融入得最深What is happeningWhat is happening in their lives in their lives他们的生活中他们的生活中发生的事发生的事.Stimuli Card提示卡 Where they could Where they could be most involvedbe most involved在那里他们会融入得最深What is happeningWhat is happening in their lives in their lives他们的生活中他们的
31、生活中发生的事发生的事+Come up with possible points of contact计算出可能的接触点.Using Your Impression of What Is Happening in the World at Large运用你自己对身边发生的事情的印象What do you feel is happening in peoples lives that might affect their relationship with the brand?哪些在现实生活中发生的事情，会影响到消费者与本品牌的关系？Who or what do they specificall
32、y identify with in the world at large that the brand could pick up on?哪些他们所认同的人或事，本品牌可以学习、利用得到？What is new in the marketplace that may influence the way they feel about the brand?市场中的哪些新发展可能会影响到消费者对本品牌的感受？What do you imagine the competition could get up to that could damage that relationship?试想象一下，竞
33、争者做什么可能危及消费者与本品牌之间的关系？.Thinking About Where the Brand Could Identify With the Customer思考在哪里品牌可以被消费者认同 When are the brands customers most involved in the media they consume(time,place,behaviour and attitude of mind)?在哪些时间，本品牌的消费者对媒体最投入？（时间、地点、行为、态度）Is there a natural media fit between the brand and i
34、ts customers lifestyles?本品牌和消费者生活方式之间，是否存在自然的媒体配合？What is changing in the way the brands customers consume media?本品牌消费者处理媒体的行为是否有所改变？.Thinking About Where the Brand Could Identify With the Customer思考在哪里品牌可以被消费者认同 In what way could the use of media be tailored to intensify the relationship between:a)
35、different messages?b)different target groups?如何可以把媒体运用得更贴身，以加强特别情况下消费者与品牌的关系？a)不同的信息b)不同的目标对象Is there a natural sequence to the choice or use of media in building greater involvement with the brand?在选择和运用媒体上，是否存在自然的顺序，加强消费者对品牌的投入度.More Obvious Points of Contact明显的接触点The outer rim of the dial罗盘的外层.Le
36、ss Obvious Points of Contact不太明显的接触点Anything that allows us to link the brand to the customer in his or her Brand World is a medium 任何让品牌与消费者品牌世界产生联系的东西都是媒体Example Example 例子例子 Seagram Four Roses giveaway tattoos Seagram Four Roses giveaway tattoos 纹身纹身 A potted plant A potted plant 盆景盆景.I came upon
37、 this wine cork at a party.I was sniffing it,and look and behold-I discovered a message,literally right under my nose.It says Please visit our Web site at.heron.So nowadays,this.is no longer just something that plugs up a bottle.It must suddenly be viewed as a communications vehicle.yet another plac
38、e for the consumer to experience the brand Rick BoykoA Wine Cork葡萄酒软木塞.Have a Break小憩片刻.Fun&Fitnessin an MTR Mirror轻松瘦身.Long,long,long,long life-DuracellPlaced After Weather Reports on a Pager 传呼机上天气报告后.Moving ThroughAt this stage we have a number of possible points of contact through which the idea
39、 can connect with the customer 此刻我们有一系列与点子有关的品牌接触点How do we then pick the best combination of points of contact-the Brand World we are creating?我们该如何选择接触点的最佳组合？.Our ability to surround the consumer with the brand in ways that work effectively increases the value of what we offer exponentially 我们用有效的
40、方法包围消费者的能力,令我们的服务价值以倍数上升Shelly Lazarus.Evaluation评估Intensity of Involvement 投入强度How can a point of contact make the idea shine brighter?接触点如何可让点子变得更精彩？Interplay相互联系How can different points of contact work together for greater overall involvement?不同的接触点可如何起共通作用，让强化整体品牌投入度？.7894561231 2 34 5 67 8 9Int
41、ensity of involvement 融入强度Prioritising Points of Contact As a Team Using a Strategic Impact Matrix运用策略矩阵选择接触点Interplaypotential相互影响的潜力.Summary 小结Interplay and intensification improve results 相互影响和点子强化，可提升最终结果Brand World is a sensory surround that maximizes involvement through picking points of contact which will intensify involvement and working the interplay between them品牌世界是一个感觉的世界，它通过选择不同有相互影响的接触点，加强消费者对品牌的投入度Day in the Life,Snap,Points of Contact and the Strategic Impact Matrix are 360 tools生活中的一天,提示卡，接触点和策略矩阵，都是360度思考的工具.郭伟琼郭伟琼 Estela Kuo奥美行动营销中国董事总经理estela.kuoogilvy.13901234632.