《QC080000教材:QC080000标准培训教材》(PDF 128页).pdf
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1、“ Building A Brand From Scratch 从无到有创建品牌 A Brand Is 品牌是. nA unique combination of three attributes 三种属性的独特组合 A Brand Is 品牌是. lproduct benefit 产品的好处 what makes the consumer like the product 什么令消费者喜欢该产品 lbrand personality/image 品牌个性/形象 what makes the consumer trust the product 什么令消费者信任该产品 lconsumer ne
2、eds/beliefs 消费者需求/信念 what makes the consumer value the product 什么令消费者高度评价该产品 nIf we can understand the “connection” between these three attributes, then we can turn a product into a brand 如果我们了解这三种属性之间的“联系”,就能将 一个产品转为一个品牌。 This gives us a “framework” for understanding what our brand is, or could be
3、这给我们提供了一个“架构”去了解我们的 品牌是什么、或者会是什么 An Example : Nike 例子:耐克 nLaunched in 1974 1974年投放市场 nSports shoe specialist with worldwide sales of US$877m by 1986 成为运动鞋专家,1986年全球销售收入为 八亿七千七百万美元 nNew advertising campaign “Just Do It” took sports imagery mass market 题为 “Just Do It” 的 新广告以运动形象打入大众市场 lpassion, drama,
4、 moral uplift 热情、戏剧性、品行升华 lmade it fashionable 使之成为时髦 lmade sports shoes a fashion item 使运动鞋成为时髦货 nWorldwide sales of US$9,200m in 1997 97年全球销售额 92 亿美元 The Connection关系 Triangle 三角形图 Product Benefit 产品的好处 Why I like the product 我为何喜欢该产品 Consumer NeedsConsumer Needs/ Beliefs Beliefs 消费者需求消费者需求/ /信念信念
5、 Why I Why I valuevalue the the product product 我为何我为何高度评价高度评价该产品该产品 Brand PersonalityBrand Personality Why I Why I trusttrust the the productproduct 品牌个性品牌个性 我为何我为何信任信任该产品该产品 Nike Connection 耐克 Triangle关系三角形图 Optimum Performance 品牌力的表现 The end The end alwaysalways justifies thejustifies the meansme
6、ans 结果总能验证方法结果总能验证方法 EmpowermentEmpowerment & & Irreverence Irreverence 授权与不逊 One Mistake : Nike 耐克的一个错误 nLaunched casual shoes in 1994 在1994年推出休闲鞋 nDisastrous sales, and damage to Nike image. lWhat has casual shoes got to be with Nike brand lRange withdrawn 销售额损失惨重,令耐克形象受损。 l休闲鞋和耐克品牌又有什么联系呢 l撤回该系列
7、“ It is not enough just to know the consumer. You also have to know your brand” “仅了解消费者是不够的,还要 了解你的品牌” (Phil Knight, Nike founder) (Phil Knight, 耐克创立者) Why ? 为什么? Revisiting the commodity consumer 再访消费者 Lessons From Nike 从耐克吸取的教训 nDeliver a superior product, as defined by the consumer 消费者认为你所提供的是出众的
8、产品 lnot something anyone can do 而不是任何品牌都可以做到的产 品 nAt an acceptable premium 付出可接受的额外费用 lOwn a corner of the consumer psyche 在消费者的灵魂深处拥有一席之 位 lthe desire in all of us to be a winner 每一个人都有想成为“胜者”的欲 望 nReorientate all elements of the marketing mix to support the brand 重新定向各种行销手段来支持该品牌 leg : Just Do It
9、如:“Just Do It” extreme effort of competition 竞争的极度努力 fun, irreverent attitude to life 趣味,对生活不逊的态 度 Left Bank Caf President Enterprise 左岸咖啡馆 统一企业集团 Case Study Case Study 例子分析例子分析 Background 背景 Why was the Left Bank Caf brand born? 为什么会诞生左岸咖啡馆这个品牌? President Enterprises dairy products were being sold
10、under the “President” brand name, and for a long time had been unable to rise beyond second or third placed brand in the market. 统一企业的乳类食品都是以“统一”牌子出售 ,在市场上长期以来无法突破二、三线商 品的形象。 Background (Contd) 背景 The reason was that President was also marketing a great variety of other products under the corporate
11、brand name, including not only food and drink products, but also insurance and even amusement parks. 原因是“统一”也有大量其他商品以企业的 名字为牌子,不仅包括饮食,还有保险甚 至娱乐场。 Background (Contd) 背景 This led to confusion of the brand assets, which caused a long-term problem for Presidents dairy products, since they needed to conv
12、ey a clear image of “freshness” and “expertise.” 这导致牌子混淆,给“统一”的乳类食品造 成了长期问题,它们需要一个“新鲜”和“ 专业”的清晰形象。 Background(Contd) 背景 To solve the problem, President wished to create a new brand for its dairy products, capitalizing on the competitive edge of its superior refrigeration facilities and distribution
13、system. In Taiwan, any beverage that comes in a Tetra Pak - be it a high- cost coffee or a low-cost soy milk - is always sold for either NT$10 or NT$15. And any beverage that comes in a can is always sold for NT$20. 为此“统一”希望为它的乳类食品建立一个新牌子,利用其在 台湾具竞争力的冷冻设施及分配系统。在台湾,以Tetra Pak包装的饮料 - 不论是高价的咖啡还是低价的豆奶 -
14、 价钱 总是10或15元新台币。罐头包装饮料则卖 20元。 Background (Contd) 背景 With the strong competition in the market and the ever-increasing cost of raw materials, we thought it would be great if we could sell the same kinds of beverages, in packages of the same volume, for a price of NT$25。 市场竞争激烈,原材料成本不断上升,如 果能将相同类别、相同容
15、量的饮料卖到25 元,那该多好! Package包装 nThe brand story starts with a plastic cup. 品牌的故事从一个塑料杯开始。 nWe developed a white plastic cup. This cup looks just like an ordinary McDonalds take-away coffee cup,but is made of plastic rather than paper. 我们开发了一个白色塑料杯,它看起来就 象一般麦当劳外卖咖啡的杯子,差别是快 餐店用的是纸杯。 Place 产品放置 This cup do
16、es not have a vacuum seal, and the contents can only be kept for a short period, and then only if the cup is stored at a temperature of 5C. 这个没有真空密闭的杯子只有在 5C冷藏柜才 能让内容物保存一段短暂的时间。 Place (Contd) 产品放置 Nevertheless, we realized that this shortcoming actually presented an opportunity. Because the storage
17、period is so short, consumers will believe that the contents of the cup are fresh. And if a drink is fresh, there is a good reason for it to be a little more expensive than a drink which is not. 但是我们把这看成一个机会。保存期短使 消费者相信物料新鲜。而一杯新鲜的饮 品自然比其它要贵些。 Price 价格 nAll the strategic thinking was concentrated on
18、one major objective: how can we make consumers accept the unreasonably high price of NT$25 per cup? 所有策略思考都集中在一个主要目的: 如何让消费者接受25元一杯的高价? nWe asked ourselves a series of questions to help us ensure we could create a high-class brand. 我们自问一连串相关问题,以确保能创 造出一个高级的品牌。 Product 产品 nWhat kind of product should
19、 we put into the cup, to best help us sell it for the highest price? 在这杯子放进什么商品才能卖到最高价呢? nWe considered wine, fruit juice and milk, but finally decided on coffee - less likely to deteriorate - high quality perception - milk content led to favourable tax rate 我们考虑过葡萄汁、果汁、牛奶,最后选咖 啡,因为咖啡不那么容易变质、被认为是高 质
20、饮品,并因牛奶成分而得到优惠税率。 Brand Concept 品牌概念 nWe then asked ourselves - where can we say this coffee comes from, in order to create a high-class impression? 什么地方运来寄售的咖啡最有高级感? nWe held eight focus discussion groups to interrogate 4 concepts 我们组织了八个讨论小组,想出四个高级 场所作为尝试的概念。 lAn airline kitchen ? Coffee from an a
21、irline kitchen, as specially prepared for first-class passengers 空中厨房 ? 来自空中厨房专门为头等舱准备的咖啡 Brand Concept (Contd) 品牌概念 Brand Concept (Contd) 品牌概念 lA high-class Japanese style coffee shop ? Coffee from a refined and elegant Japanese specialty coffee shop 日式高级咖啡馆 ? 来自优雅、精致的日式咖啡馆的咖啡 Brand Concept (Contd)
22、 品牌概念 lA left bank caf Coffee from Paris - from a caf on the left bank of the Seine - a place full of atmosphere, a haunt of poets and philosophers 左岸咖啡馆 这咖啡来自巴黎塞纳河左岸一家充满人 文气氛的咖啡馆,一个诗人、哲学家喜 欢去的地方。 l10 Downing Street Coffee from the kitchen of the British prime ministers residence, a place where coff
23、ee is prepared for VIP visitors every day. 唐宁街10号 这咖啡来自英国首相官邸厨房,平日 在这里准备招待贵宾的咖啡。 Brand Concept (Contd) 品牌概念 Brand Concept (Contd) 品牌概念 nIt became apparent that most people felt that the coffee from a left bank caf seemed to have the highest value, and would make them pay the highest price. 明显地人们觉得来自
24、左岸咖啡馆的咖啡价 值最高,他们愿为此付最高的价钱。 Target Group 目标消费群 n Who would be the most willing to pay NT$25 to buy a coffee that would only cost NT$15 in a Tetra Pak? 用Tetra Pak包装的咖啡只卖15元, 谁会最愿意付25元买一杯咖啡? Target Group (Contd) 目标消费群 nAny new beverage product must achieve a good turnover within three months, or it wil
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