欢迎来到天天文库
浏览记录
ID:32518750
大小:5.94 MB
页数:110页
时间:2019-02-10
《【8A文】千年一遇PPT模板.ppt》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、SlowRoastedAddsubtitlehereSlowRoastedPointsofinterestPrintablePagePointsofinterestTransitionPageElementsPageDeletethispagewhentemplateisfinishedSCMCRMe-SupplychainManagemente-CustomerRelationshipManagementE-biztransformationSystem-고객정보,고객관계는전략적자산-다양한채널을통합한고객서비스제공-파트너와의협력은전략적자산-SupplyCha
2、in를활용한경쟁우위확보ERP/EIPe-BusinessPerspectiveeBizConsultinge-Marketing&PromotioneCreative&ContentseBizSI&SolutionseBizServiceDomaineBizTotalServicePR(publicrelations)outsourcingoutsourcingPromotion(exhibition)Promotion(event)DM(directmail)BannerADAdvertisingMarketingPromotionProductPricePlac
3、esalespromotionpublicrelationsadvertisingMaterialityformlessCase011-TV-CM(30”,15”)-Radio-CM-Print-Banner-4대매체(TV/신문/라디오/잡지)-극장/버스/지하철/옥외광고-온라인광고/홈페이지-전단/DM/productmediacreativeideaplanconceptMarketShare최초상기도본사11%A사15%B사30%C사32%CoreValue=price브랜드선호도본사40%A사13%B사26%C사50%CoreValue=Benefit20
4、052006최초상기도1위브랜드선호도2위최초상기도4위브랜드선호도3위최초상기도본사33%A사6%B사27%C사25%브랜드선호도본사20%A사15%B사39%C사50%USPDisciplineAdPlatformCompet-itionTargetBrandEssencePositioningplanningconceptObjectiveUSPDisciplineAdPlatformUSPCase014BrandstrengthfunctionalpowerawarenesspowerimagepowerReputationpowerBrandstatusA사
5、27%B사43%D사11%C사19%BrandPowerBRANDPlacePriceProductPackagePersonalityValuesBenefitsEssenceNewBrandDirectionCase016differencerelationpracticalspecialtyconveniencesuitabilityCase017CommuncationstrategyRiskneutralMessageMedianoneIntegration혁신자혁신적인신제품을구매하는모험을할준비가되어있는그룹조기수용자이노베이터들이제품을사용하고즐기는것
6、을보고난후에구매하는그룹초기-후기수용자위의두그룹의신제품구매로인해제품이시장에확산됨에따라구매InnovatorEarlyadopterCustomer***StrategicTriangleDickVaughn-FCB전략소비자누구에게팔것인가?제품경쟁어떤편익을제공하는가?차별점은있는가?TargetCustomerSelfConfident&Adventurous,Young-at-HeartsMindsetCharacteristicsSeekingAdventureYounginMindPursuingExcitementOpentoNewAdventur
7、es?!♥CosmeticsElectricsBooksCosmetics1Cosmetics2Cosmetics3Electrics1Electrics2Electrics3Books1Books2Books3step3BOOMUPstep1BOOMUPBrandEssencefantasyPersonalityolder
8、successful
9、attractiveValuesexpressself
10、confidentBenefitsfashionablelookfitsmoodBrandstrategy브랜드,즉상표를광고선전등에의해널리알림으로
此文档下载收益归作者所有