青岛啤酒-品牌规划前端探讨

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1、青岛啤酒-品牌规划前端探讨品牌规划前端探讨2002-2-20项目说明客户的需求青岛主品牌体系规划重点产品推广、传播方案355ML罐装355ML小玻璃瓶装640ML玻璃瓶装纯生奥美的思考与本次提案目标品牌的价值在于消费者心中，在体系规划前，需要为品牌”全面体检“小范围内实施奥美品牌管家的前期运作，为企业提供新的思考角度就现有局部收获，探讨可能的品牌策略发展方向；为进一步定位和改进方案奠定基础为具体产品推广设立品牌定位基础思考架构与内容青岛品牌的机会与挑战青岛品牌的核心价值Likealotoflocalbrands,SanMiguelhasbeenstrugglinginthelast10yea

2、rsfromshrinkingmarketshareandlosingappealtotheHongKongdrinkers.Importstookoverthemarketbystormandcustomersover-ratedimportedbrandswithaspirationallifestyleassociations.ItwasonlyafteralotoftrialanderrorthatSanMiguelfinallyfoundarelevantwaytoreconnectwiththedrinkersbyaskingthecustomerto“TakeAFreshLoo

3、k”atthebrand.Acompellingargument,newandinterestingpackaging,uniqueandownableclaimonfreshnessandpackage-on-datetradeinitiativeswerecoupledwithawittyself-understandingandtongue-in-cheekargumentforbeerenjoymentagainsttheemptylifestyleappealofHeinekenandCarlsberg.Theresult:arefreshingflagshipbrandimage

4、rywasfinallyputinplace.SanMiguelstrategicallyrepositionedtheimportsandputthemupasthepretendingnerdswithnoconfidence.Theproducttruthoffreshnesswasmaderelevantasacharmingbrandattitude.Theconnectionwithyouthwasstronger.Andmarketsharestabilized.类别——市场量与发展中国啤酒市场消费量变迁资料来源：农业部信息中心相关文章万吨人均消费：约7><15升/年平均涨幅7

5、%Sheet1单饮佐餐家中工作单位/旅行/户外酒吧家中餐厅640ML玻璃瓶------☆☆/☆☆300±ML玻璃瓶--☆☆☆☆☆☆----扎/散装----☆☆--☆355罐装☆☆☆☆--☆☆--图表14545454545454545Sheet2品质45信赖4545欢乐45454545放纵45图表2<1546.031631.761866.531987.612088.42231.31Sheet3<1546.031631.761866.531987.612088.42231.31类别——消费人群“啤客”人口特征A（与其他类别比较）资料来源：CMMSSheet1总体啤酒INDEX白酒INDEX可乐I

6、NDEXMale男性51.170.213767.813350.499Female女性48.929.86132.26649.6101Age<15-19<15岁—19岁10.55.1492.92712.4118Age20-2420岁—24岁14.014.510410.77616.3116Age25-2925岁—29岁<15.517.411216.310516.9109Age30-3430岁—34岁13.4<15.311416.212113.7102Age35-3935岁—39岁10.512.11<1512.812110.5100Age40-4440岁—44岁10.511.711112.61209

7、.893Age45-4945岁—49岁8.18.71079.71197.491Age50-5450岁—54岁6.26.0977.31185.183Age55-5955岁—59岁5.34.6875.81103.973Age60-64<15岁—19岁4.73.3694.5962.758PrimarySchool-EducationLevelOfRespondent小学3.62.4683.1862.467Middl