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WhatIsTheBrand“Means”And“Is”?品牌的“意义”和“个性”是什么•Whatthebrand“means”iswhatabrandgetscreditforintheeyesofconsumers—itsreputationacrossanumbe

rofkeydimensions.品牌的“意义”是指一个品牌在消费者心目中产生的印象——即该品牌在几个层面上的声誉。•Whatthebrand“is”ishowwewoulddescribethebrand’sdominantpersonalitytraits—genera

llythosethatcorrespondtoitsprincipalmeanings.品牌“个性”那些与品牌意义相对应的特征。1英扬•传奇CC&EWhyTheNeedForABrandFootprint?为什么需要品牌印记？•Moreandmoremarketersarelookin

gfornewgrowthbyleveragingthepoweroftheirbrandnamesintonewterritories.GlobalBrandsarebeingbuiltthroughexpansioninto

newgeographies.“Megabrands”or“Hyperbraands”arebeingestablishedacrossmultipleproductorservicecategories.愈

来愈多的行销人运用品牌的力量进入新的领域，以创造新的成长。全球品牌因为领域的扩张而建立起来；“大品牌”或“超级品牌”则是因跨越多项产品或品类而被建立。2英扬•传奇CC&EWhyTheNeedForABrandFootprint?为

什么需要品牌印记？Thisexpansionputsrenewedfocusontheneedtoprotectbrandequity.这种扩张及延伸，让我们必须重新重视并保护品牌的资产。3英扬•传奇C

C&EWhyTheNeedForABrandFootprint?为什么需要品牌印记？Asbrandsareexpanded,therearepressuresofdilutionthatstemfrom:随着品牌的扩张，使品牌有被稀释的危机，这些危

机的因素如下：•Theneedtoreexpressthebrandinthecontextofnewcompetitivesetsandnewcultures.必须就新的竞争条件和新文化的观点来重新表现品牌。4英扬•传奇CC&EWhatAreThreeDimensions?什么是品牌印记的三个层

次•TheBrandFootprintreflectsthetruththatmostbrands—especiallypowerfulones—aremultidimensional.Theycontainmeaningsandassociationsth

atarebuiltovertime.品牌印记所反映的一项事实是：大部分的品牌—特别是大品牌——都是多层次的。它们包含了长期建立的意义和联想。5英扬•传奇CC&EHowMuchofAFutureVision?品牌印记的远景如何？•ThebrandFootpri

ntismorethanaconsumer-basedtool.Itneedstoincorporatethethinkingofthe“brandowners”regardingthefuturecourseofabra

nd.品牌印记不只是一个消费者对品牌的看法，它更须考虑到把这个品牌的“品牌拥有者”对该品牌未来的看法。6英扬•传奇CC&EHowMuchofAFutureVision?品牌印记的远景如何？•Forestablished,domin

antbrands,theFootprintwillinevitablybebuiltaroundexistingpositiveassociationsofheavyusersofthebrand.Herethepr

imaryroleoftheFootprintistoexpressthesemeaningssoeveryoneisinsyncwithwhattoprotectandwhattoleverageasthebrandisexp

anded.对已建立起来的领导品牌而言，印记当然是建筑在目前重级使用者对此品牌的看法。这种情形下，印记的主要角色是把这些意义表达出来，让每个人同时都知道当这个品牌扩张或延伸时，要保护什么，以及利用什么品牌价值。7英扬•传奇CC&EHowMuchofAFutureVision?品牌印记的

远景如何？•Forsomebrands,however,theremaybeaneedtoaddmeaningoradjustexistingmeaningstoallowforexpansionorsimplytomakethebrandmoredynamic.对某些品牌来说

，也许必须增加意义或调整原有的意义，以利于扩张或只是让该品牌变得更具时代性。8英扬•传奇CC&EHowMuchofAFutureVision?品牌印记的远景如何？•Ultimately,thefinalbalancebetweenexistingvs.desiredmeaning

sisastrategicdecision—builtonthebrand’sconsumertruthandadjusted,whereneeded,toprovidethevisionandinspirationforfuturegrowth.

最重要的是，平衡这个品牌现存的意义及理想的意义，就是一项策略性的决定。即建立在该品牌消费者的真实面上，并加上必要时的调整，以便为该品牌未来成长之要求提供一个远景与灵感。9英扬•传奇CC&EExample•

Forexample,keycreditcardcategorydriversare:thesourceofaspiration,theworldofusage,andthefunctionalroleofthecard.Amexandvisa

Footprintsshowhowthebrandsaredistinguishedonthesedimensions:10英扬•传奇CC&EExample•AmericanExpressBrandFootp

rintAmericanExpressmeansMembershipTheBusinessLifeTheChargeCardAmericanExpressisProfessionalWorldlyResponsible11英扬•传奇CC&EExample•VisaBrand

FootprintVisameansEverywhereTheHighLifeTheCreditCardVisaisSociableStylishOn-The-Go12英扬•传奇CC&EThesellingstrategy销售策略13WhatIsTheRoleofTheSellingStrat

egy?销售策略扮演的角色如何？•TheSellingStrategyisadisciplinethatissingle-mindedlyfocusedongeneratingbrand-buildingideas.Ideasthatattractbrandc

ustomersandbuildbrandfranchises.Ideasthatcreatebrand(andmarketplace)dominanceinconsumer’smind.销售策略是一种建立品牌概念单一且专注的方法。所谓品牌概念是指能够吸引消费者，并且建立品牌

忠诚度，让消费者产生深刻印象的意念。14英扬•传奇CC&EWhatIsTheRoleofTheSellingStrategy?销售策略扮演的角色如何？•TheSellingStrategycanbeputtoworkatmanydifferentlevels.Atthehigh

estlevel,itcanbeusedtorevealthecorebrandideathatformstheheartofabrandimagecampaign.ButitcanalsobeusedeffectivelytodevelopSellingIdea

sfortheproductsthatcreatecompetitiveadvantageforbrands.销售策略可运用于不同层次。在最高层次，它可用来展现构成品牌形象活动核心的最重要品牌概念。同样地，它也可以有效地用来为不同的产品或服务发

展销售概念，并替品牌创造竞争的优势。15英扬•传奇CC&EWhatIsTheRoleofTheSellingStrategy?销售策略扮演的角色如何？•Thus,whilethereshouldalwaysbeasingleBrand

Footprinttodefinethebrandessenceinanymarketorregion,therecanbeanynumberofSellingStrategies.Byworkingwithinthefra

meworkofbrandvaluesestablishedintheFootprint,theybothsupportandleveragethepowerofthebrand.虽然在任何市场或区域，都应该有一个单一的品牌

足迹来定义品牌本质，但销售策略则不限定有几个。籍有在品牌足迹所建立的品牌价值架构内作业，品牌足迹与销售策略这两者，也同时支持并提升了品牌力量。16英扬•传奇CC&ETheSellingStrategyModel销售策略的模式TheSellingStra

tegyModeliscomposedoffivecriticalcomponents：销售策略模式是由五个重要的部份所组成：•TheBrandPosition品牌位置•TheBrandObjective品牌目标•TheSpecificRoleOfTheAdvertising广

告担任的角色•TheSellingIdeaPlatform销售概念架构•TheSellingIdea销售概念17英扬•传奇CC&ETheBrandPosition品牌位置•Theperceptualspacethatthebrandholdsintheconsumers’mindatthebegi

nningoftheSellingIdeadevelopmentprocess.销售概念的发展过程开始之前，品牌在消费者心中的认知地位。18英扬•传奇CC&EExample•Examples:BrandBrandPositionMarriottA“vanilla”hotelMo

torolaAtechnologymanufacturerMasterCardMyothercard19英扬•传奇CC&ETheBrandObjective品牌目标•Theperceptualspacethatwewantthebrandtooccupyintheconsumers’mind.我们

希望品牌在消费者心中所占据的认知位置。20英扬•传奇CC&EExample•Example:BrandBrandObjectiveMarriottAmemorableexperienceMotorolaTheleadingbrandinmobilepersonalcom

municationsMasterCardAcardIfeelgoodabout21英扬•传奇CC&ETheSpecificRoleOfTheAdvertising广告担任的角色•Theroleoftheadvertisingmayvarygreatlyin

scope.Itmayentailafundamentalrestagingofthebrand,theaccentuationofanunder-leveragedelementintheBrandFootprint,theintroductionofabrandorlineextension

,oraspecifictacticalresponsetolocalcompetitiveactions.广告的角色可能有相当大范围的差异。它可能承担重新定义一个品牌的任务、强调品牌足迹中尚待提升的一个元素、引进或延伸一个品牌。或可能战术性地回应

竞争品牌的活动。22英扬•传奇CC&EExample•Examples:BrandRoleofAdvertisingMarriottTogetgueststostoptakingMarriottforgr

antedMotorolaTomake“brand”MotorolaasstrongasitsmarketshareMasterCardTogiveanemotionallybankruptbrandaheart23英扬•传奇CC&

ETheSellingIdeaPlatform销售概念架构•Thecriticalelementsweneedtoknowabouttheconsumerandthebrandinordertoconceive

theSellingIdeaanddeveloptheadvertising:为了构思销售概念并发展广告，我们需要知道以下与消费者及品牌有关的重要元素：A.TheConceptualTarget概念性的目标客层

B.TheCoreDesire最核心的欲望C.HowTheBrandBestFulfillsTheCodeDesire品牌如何最完美地满足最核心的欲望D.TheCompellingTruth强而有力的支持事实24英扬•传奇CC

&ETheSellingIdeaPlatform销售概念架构A.TheConceptualTarget概念性的目标客层•The“naturalconstituency”forthebrand:then

aturalgroupingofconsumersboundbyacommonorientationtowardthecategoryand/orthebrand.他（她）们是对于某一个类别及/或品牌具有共同倾向而自然形成的组合，也是品牌“必然的”顾客。25英扬•传奇C

C&ETheSellingIdeaPlatform销售概念架构B.TheCoreDesire最核心的欲望•TheCoreDesireisthemostrelevantdesire,need,hope,orfearoftheconceptualtargetthatthebran

dcanmeaningfullyaddress.它是概念性的目标客层最关切的欲望、需求、希望或恐惧，而且是品牌可以有意义加以解决的。26英扬•传奇CC&ETheSellingIdeaPlatform销售概念架构B.TheCoreDesire最核心的

欲望TheCoreDesirerepresentsthedeepest,mostpowerful,emotionalbenefitthattheConceptualTargetreceivesfromthebrand.核心欲望代表概念性目标客层能从本品牌获得的最深切、最有力、最富情感的利益。2

7英扬•传奇CC&ETheSellingIdeaPlatform销售概念架构D.TheCompellingTruth强而有力的支持事实•Thecompellingtruththatprovidesthekeyevidencethatsupportsthebrand’srolei

nsatisfyingtheCoreDesireoftheConceptualTargetbothinfunctionandbrand.“无庸置疑的事实”，在满足概念性目标客层的核心欲望时，品牌所担任角色之强而有力的支持事实。2

8英扬•传奇CC&EExample•CompellingFunctionalTruthSpecificTruthBrandPerformance“Preventsheartdisease”BayerAspirinFunctionalTruthSpecificTr

uthBrandCompanyValues“WereallycareaboutyouJohnson&Johnsonandyours”BrandMyth“MarlboroCountry”MarlboroCiga

rettes29英扬•传奇CC&EWhatIsASellingIdea?什么是销售概念•ASellingIdeaisastrategicconceptthatfocuseseverythingwehavelearnedaboutwhatthebrandneedstomeant

oconsumersintoasinglehighlyfocusedstrategicideathatexpressesexactlywhatwewishtheadvertisingtosaytoconsumers.•销售概念是一个策略性的

概念。它将我们所知道的一切有关品牌在消费者心中所须达成的意义与印象，集中成一高专注的策略性概念与想法，进而表达我们希望广告到底要对消费者说什么。30英扬•传奇CC&EExamplesBrandSellingIdeaCreativeIdea7-Up“AnOccasionalAlternativeto

Cola”“TheUncola”Pepsi(1997)“TheOfficialGenerationXCola”“GenerationNext”Microsoft“AccesstoInformation”“Wheredoyouwanttogotoday?”31英扬•传奇CC&E1.Pre

amble2.MarketingandCompetitionOverview3.CC&ECommunicationTools–Footprint–SellingStrategy4.Brand/ProductCommunicationStrategy–Becombion/BecombionVita

minBComplexSyrup–SevenSeas/SevenSeasMultivitaminSyrup–Dr.Freeman/Dr.FreemanCough&ColdSyrupforChildren5.CreativeCon

ceptandAdvertisingMechanics6.Below-the-lineandOtherMarketingTactics32英扬•传奇CC&EBecombion33VitaminsMarketOverview•TheOTCmultivitaminsmarketisestimat

edtobeRMB269mn(US$33mn)34英扬•传奇CC&EProductProfile•Productcategory:healthfood–theorderofproducts(nutrition)menti

onedbyconsumers(withaidedorunaided?):Calcium,Codliveroil,Multivitamin,VitC,IronandVitBcomplex.OurConcern:Theyarepossiblyourpotentialcompetitors!!

!35英扬•传奇CC&E•MultiVitBingredients:B1,B2,B3,B6,B12–thefunctionsofeveryingredientsabove(pls.refertoclient’sbrieffordetailedin

formation)OurConcern:Thefunctionsareslackandlackofconsistence.ProductProfile36英扬•传奇CC&E•Productform:syrup–CurrentlyNoVitBcomplexsyrupisfoundinGZOu

rConcern:Quitenewproductform;moresuitableforchildrenProductProfile37英扬•传奇CC&EGeographicaltargetarea•Targetedcities:SZ,GZ,thenrollouttoPRDOurConce

rn:•HigherincomelevelinSZandGZthanotherinlandcities•Foodsupplementmarketismoremature“Onlyfoodisnotenoughformydailyvitaminconsume”38英扬•传

奇CC&ESWOTStrength•moresuitableforchildren•syrupform•sweet,fruityflavor•moreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredash

ealthfoodWeakness•relativelyhighprice(comparedwithlocalproducts;dailycostRMB1.5)•promotionsinthehospitalarelimited•difficulttosumupintooneUSP

Opportunity•lesscompetition(intermsofVBcomplex)•theawarenessofimportanceofvitaminsisincreasingThreats•lowpric

estrategyoflocalproduct39英扬•传奇CC&EBecombion品牌印记(BrandFootprint)40Becombion品牌意义Becombion的意义就是来自德国默克的复合维生素BBecombionmeansVitaminBcomplexcomingfro

mGermanMerckBecombion的意义就是B族维生素均衡糖浆BecombionmeansVitaminBcomplexbalancedsyrupBecombion的意义就是构筑儿童均衡发育的基础Becombionmeansaveryimportant

basisforchildren’sbalancedgrowth41Becombion品牌个性Becombion是维生素的专家BecombionistheexpertofVitaminBecombion是全面合理的BecombioniscomprehensiveandequitableBecom

bion是严谨的Becombionissevere42•品牌意义•Becombion的意义就是来自德国默克的复合维生素B•BecombionmeansVitaminBcomplexcomingfromGer

manMerck•Becombion的意义就是B族维生素均衡糖浆•BecombionmeansVitaminBcomplexbalancedsyrup•Becombion的意义就是构筑儿童均衡发育的基础•Becombionmeansaveryi

mportantbasisforchildren’sbalancedgrowth•品牌个性•Becombion是维生素的专家•BecombionistheexpertofVitamin•Becombion是全面合理的•Becombionisc

omprehensiveandequitable•Becombion是严谨的•BecombionissevereBecombion43英扬•传奇CC&EBecombion销售策略(SellingStrategy)44Becombion销售策略(SellingStrateg

y)品牌位置：来自德国默克的复合维生素B均衡糖浆TheBrandPosition:VitaminBComplexBalancedSyrupcomingfromGermanMerck45Becombion销售策略(SellingStrategy)品牌目标：儿童均衡发育的基础营养源

TheBrandObjective:TheBasicNutritionResourceOfChildren’sBalancedGrowth46Becombion销售策略(SellingStrategy)广告角色：向消费者传达“复合维生素B与儿童均衡发育息息相关”的概念The

SpecificRoleOfTheAdvertising:Deliverthemessagethatchildren’sbalancedgrowthiscloselyboundupwithVitaminBcomplex47Becombion销售策略(SellingStrategy)销售

概念构架(TheSellingIdeaPlatform)：A）概念性目标客层/谨慎的母亲TheConceptualTarget/CarefulAndCaringMothers48Becombion销售策略(SellingSt

rategy)销售概念构架(TheSellingIdeaPlatform)：D）强有力的支持事实(TheCompellingTruth):功能上：中国市场上唯一糖浆型复合维生素B产品Function：Theonlysyruptypef

orVitaminBComplexInChinaMarket49Becombion销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：D）强有力的支持事实:品牌上:默克是维生素C的发现者TheCompellingTruth:Me

rckisthediscovererofVitaminC50Becombion销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：B）最核心的欲望：希望孩子发育尽善尽美Th

eCoreDesire/HopeMyKidsGrowPerfectly51Becombion销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：C）品牌如何最完美满足最核心的欲望：Becombion全面补充维生素B族营养,改善孩子的

胃口，帮助孩子均衡发育HowTheBrandBestFulfillsTheCoreDesire：BecombionprovideschildrenwithcomprehensiveVitaminBcomplexnutrition,helpsstimu

lateappetiteandgrowinabalancedway.52Becombion销售策略(SellingStrategy)销售概念:构筑儿童均衡发育的基础TheSellingIdea:Becombionhelpstoconstructingthe

foundationofchildren’sbalancedgrowth.53Becombion销售策略(SellingStrategy)创意概念:让儿童均衡发育均衡发育从维B开始AdWorks:LetChildrenGrowInaBalancedWay.54SevenS

easMultivitaminSyrup55•Productcategory:healthfood•Ingredients:–basement:codliveroil(fromdeepsea)–supplement

:VitA,B1,B2,B3,B6,C,D,E•Flavor:Orangeflavor(realorangejuice)ProductProfile56英扬•传奇CC&EOurConcern:•7sMVSism

orethantraditionalfishliveroil.ProductProfile57英扬•传奇CC&EPotentialCompetitorsfor7sMVS•theorderofnutritionmentionedbyconsumers(withaidedorunaid

ed?):Calcium,fishliveroil,Multivitamin,VitC,IronandVitBcomplex.58英扬•传奇CC&EOurConcern:•DifferentfromVitB,thenecessaryoffishliveroilismu

chgreaterinconsumers’mind,thoughtheymaybecan’tnameitsfunctionsindetails.•Themarketoffishliveroilismoremature.PotentialCompetitorsfor7sMVS59英扬•

传奇CC&ERealCompetition•Themajorplayersinthemultivitamincategoryare:JuniorTheragan,JuniorCentrum,Kiddi,andScotts•Inte

rmofdailycost,7sMVSratedinthemiddleposition.JuniorTheragan--RMB0.85;JuniorCentrum--RMB1.12;Kiddi--RMB4.07/3.20;Scott

s--RMB1.317sMVS--RMB1.3860英扬•传奇CC&EConsumer’sAttitude•Researchesshowthemajorityofmothersareinterestedinproductconcept–GZ:“helpsstimul

ateappetite”;”containscodliveroil”;”helpsbraindevelopment”–SZ:“containsmanyessentialvitamins”;“conta

inscodliveroil”;“helpsinstrengtheningboneissue”61英扬•传奇CC&E•Thebuyingintentionofproduct:–GZ:65.6%;SZ:77.6%•Theperceivedprice:aroundRMB6

2/perbottleConsumer’sAttitude62英扬•传奇CC&EGeographicalTargetArea•1sttargetcities:SZ,GZ,thenrollouttoPRD•2ndtargetc

ities:SHandBJ(launchedinlate2001)63英扬•传奇CC&ESWOTStrength•moresuitableforchildren•syrupform•sweet,fruityflavor•m

oreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfood•lessdosage•containsmanyessentialvitaminsbasedoncodliveroil

Weakness•productfunctionisdifficulttomeasure•brandawarenessislow,can’tsupporttheproduct•promotionsinthehospitalarelim

itedOpportunity•importedproductwithfairprice•theawarenessofimportanceofvitaminsisincreasingThreats•str

ongcompetition(likeSquib,Whitewall)64英扬•传奇CC&ESevenSeas七海品牌印记(BrandFootprint)65SevenSeas七海品牌印记(BrandFootprint)品牌意义七海的意义就是来自深海的多种维生素鱼肝油SevenS

easmeansmulti--vitaminfishliveroilfromthedeepsea七海的意义就是抗污染的SevenSeasmeansanti-pollution七海的意义就是可口橙味的SevenSeasmeanstastywit

hsweetorangeflavor66SevenSeas七海品牌印记(BrandFootprint)品牌个性七海是有益的SevenSeasisbeneficial七海是健康的SevenSeasishealthy七海是可爱的SevenSeasislovely67SevenSeas品牌意

义七海的意义就是来自深海的多种维生素鱼肝油SevenSeasmeansmulti--vitaminfishliveroilfromthedeepsea七海的意义就是抗污染的SevenSeasmeansanti

-pollution七海的意义就是可口橙味的SevenSeasmeanstastywithsweetorangeflavor品牌个性七海是有益的SevenSeasisbeneficial七海是健康安全的SevenSeasish

ealthysafety七海是可爱的SevenSeasislovely68英扬•传奇CC&ESevenSeas七海销售策略(SellingStrategy)品牌位置：来自深海的多种维生素鱼肝油儿童保健糖浆BrandPosition:Th

edeepseaFishLiverOilHealthSyrupwithmulti-VitaminsForChildrenOnly69SevenSeas七海销售策略(SellingStrategy)品牌目标：纯净有益的儿童营养必要补充剂BrandO

bjective:Anti-pollutionAndNaturalNutritionSupplementNecessaryForChildren’shealth70SevenSeas七海销售策略(SellingStrategy)广告角色：告诉消费者七海不是一般的鱼肝油TheSpecificRo

leOfTheAdvertising:TelltheconsumerthatSevenSeasisnoordinaryfishliveroil71SevenSeas七海销售策略(SellingStrategy)销售概念构架(TheSellingIde

aPlatform)：A）概念性目标客层：了解鱼肝油的母亲TheConceptualTarget：learnedMothersOnFishLiverOilKnowledge72SevenSeas七海销售策略(SellingStrategy)销售概念构架(TheSellingIde

aPlatform)：B）最核心的欲望:希望自己孩子不一般TheCoreDesire:“Mychildisnoordinarykid！”.73SevenSeas七海销售策略(SellingStrategy)销售

概念构架(TheSellingIdeaPlatform)：C）品牌如何最完美满足最核心的欲望:通过塑造七海不是一般的鱼肝油的品牌形象来满足消费者希望孩子不一般的心理需求HowTheBrandBestFulf

illsTheCoreDesire:SevenSeassatisfiestheconsumer’spsychologicalneedswhichhopingherkidisnoordinarybybuildingsevenseas“noordinary”brandimage74S

evenSeas七海销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：D）强有力的支持事实:功能上:含有多种重要维生素和深海鱼肝油的成份TheCompellingTruth:Function:HaveTheIn

gredientsOfMulti—vitaminsAndFishliverOilComingFromTheDeepNorthSea75SevenSeas七海销售策略(SellingStrategy)销

售概念构架(TheSellingIdeaPlatform)：D）强有力的支持事实:品牌上:来自德国默克TheCompellingTruth:Brand:FromGermanMerck76SevenSeas七海销售策略(SellingStrategy)销售概念：不一般的鱼肝油TheSel

lingIdea:NoOrdinaryFishLiverOil77SevenSeas七海销售策略(SellingStrategy)创意概念：七海宝宝更出众TheCreativeIdea:Outstand

ingsevenseas，outstandingkids78DrFreemanCough&ColdSyrupforChildren79Cough&ColdMarketOverview•Themarketishuge:RMB876mn(98’)80英扬•传奇CC&E0.00%10.00%20.00

%30.00%40.00%50.00%60.00%havingsignsofcoldlightcoldsymptomseverecoldsymptomothersmalefemale图示结论：1、不论男性被访人群,

还是女性被访人群感冒前绝大多数人都有感冒前兆或感冒症状2、其中有轻度症状者占绝大多数，男性为59.5%,女性为60.0%3、可以推断——几乎所有人感冒前都有或多或少的症状SettingsofConsumptionby

theWholeSample:Number：511GenderGroup：16----60SOURCE:IMI810.00%20.00%40.00%60.00%80.00%drugstorehospit

alshoppingcentermalemalefemaleLocationofBuyingColdMedicineBytheWholeSample:Number：510GenderGroup：16----60岁MultipleAnswers,s

opercentmayextra-100%图示结论：1、70.7%的男性以及72.4%的女性会在药店购买感冒药,因此可推断——不论男性还是女性，购买感冒药首选的场所均为药店,其次为医院或诊所2、男女消费者在购药场所选择方面性别差异不大SOUR

CE:IMI8281%19%yesnoTheHabitofKeepingColdMedicineatHome:Number:624Say“Yes”:508Say“No”:116图示结论：81.4%的被调查家庭在家中备有感冒药,只有18.4%的被调查家庭没有此习惯,因此

可推断——感冒药是大多数家庭日常必备药。SOURCE:IMI8327.19.89.653.53.22.72.2051015202530Contac康泰克Gankang感康Ganmaotong感冒通Ganmaoqing感冒

清Sanlitong散利痛TylenolCold泰诺SuxiaoGanmaoJiaonang速效感冒胶囊White&black白加黑Rankingoftheidealbrandsorkinds84英扬•传奇CC&

E22.29.67.52.215.411.42513.429.105101520253035Betweenwinter&springSpringlatespring&earlysummersummerbetweensummer&a

utumnautumnearlywinterwinternotsureWhichSeasontoPronetoCatchColdThePeakSeason:winter;spring;theinterimbetweentheseasons85英扬•传奇CC&E•Itfunct

ionsincoughandcoldanduptonow,nootherproductsclaimtohavethesetwofunctionsonly.•Inthemarketofcoughsyrupandc

ough&cold&feversyrup,wehavekeycompetitorsasbelow:–coughsyrup:IsedylfromUnitedLaboratory;JinMinChildrens

yrup,ShenquCoughSyrupandTaijiCoughSyrup–cough&cold&feversyrup:Tylenol,Bufferin,XiaobaiProductProfile86英扬•

传奇CC&E•OurConcern:DrFreemanCough&ColdSyrupforChildrenaimsattheearlystageofcold;DrFreemanisthesub-bran

dofmerckonlyforseriescough&coldproducts.87英扬•传奇CC&ESWOTStrength•LowPrice•UniqueFormula•GoodqualityWeakness•nobrandawarness

tosupporttheproductOpportunity•Concentrateeffectontheearlystageofcold•largecold&coughmarket•CompetitivevoiceisnotnoiseinSando

ng•welldevelopedretailenvironmentThreats•strongcompetition•StrictregulatorycontrolonA&Pactivities88英扬•传奇CC&EDr.Freeman品

牌印记(BrandFootprint)89Dr.Freeman品牌印记(BrandFootprint)品牌意义Dr.Freeman的意义就是来自德国的感冒药Dr.FreemanmeansafludrugfromGermanDr.Freeman的意义就是医生推荐使用的D

r.Freemanmeansdoctor’srecommendedDr.Freeman的意义就是治疗儿童伤风和咳嗽的糖浆Dr.Freemanmeansacold&coughsyrupforchildren90Dr.Freeman品牌印记(BrandFootprint)品牌个性Dr.Fr

eeman是感冒药专家Dr.FreemanistheexpertoffludrugsDr.Freeman是可信的Dr.FreemanisreliableDr.Freeman是认真负责的Dr.Freemanisconscientious91Dr

.Freeman品牌意义Dr.Freeman的意义就是来自德国感冒药Dr.FreemanmeansafludrugfromGermanDr.Freeman的意义就是医生推荐使用的Dr.Freemanmeansdoctor’sendorsementDr.F

reeman的意义就是治疗儿童伤风和咳嗽的糖浆Dr.Freemanmeansacold&coughsyrupforchildren品牌个性Dr.Freeman就是感冒专家Dr.FreemanistheexpertoffludrugsDr.Freeman是可信的Dr.

FreemanisreliableDr.Freeman是认真负责的Dr.Freemanisconscientious92英扬•传奇CC&EDr.Freeman销售策略(SellingStrategy)93Dr

.Freeman销售策略(SellingStrategy)品牌位置：温和有效治疗儿童伤风咳嗽的糖浆BrandPosition:ASyrupForMildlyAndEffectivelyRelievingChild

ren’sCold&Cough94Dr.Freeman销售策略(SellingStrategy)品牌目标：感冒药专家BrandObjective:TheExpertOfFluDrugs95Dr.Freeman销售策略(SellingStrategy)广告角色：传达即治疗发烧前的感冒症状非常重要

TheSpecificRoleOfTheAdvertising:DeliverTheMessageThatItIsVeryImportantToCureColdAndCoughInTimeBeforeGettin

gFever96Dr.Freeman销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：A）概念性目标客层:细心的父母TheConceptualTarget:Ca

refulParents97Dr.Freeman销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：B）最核心的欲望/周到TheCoreDesire/Considerate98Dr.Freeman销售策略

(SellingStrategy)销售概念构架(TheSellingIdeaPlatform)：C）品牌如何最完美满足最核心的欲望:感冒药专家的细心周到，让孩子在发烧前即消除感冒HowTheBrandBestFulfi

llsTheCoreDesire:GermanFluexpertCanReliveCold&Coughbeforekidsgetfever.99Dr.Freeman销售策略(SellingStrategy）销售概念构架(TheSellingIdeaPlatform)：D）强有力的支

持事实:Dr.Freeman是治疗感冒的专家TheCompellingTruth:Dr.Freemanistheexpertinrelievingcold&cough100Dr.Freeman销售策略(SellingStrategy)销售概念：Dr.Freeman是细心严

谨的感冒药专家TheSellingIdea:Dr.Freemanisasolicitudeandconscientiousexpertinfludrugs101MERCK默克•SELLINGIDEA–MAINTANCETHEFOUNDAT

IONOFPEOPLES’HEALTH维护健康的基础•CREATIVEIDEA–THEPOWEROFPROMISE承诺的力量102英扬•传奇CC&E1.Preamble2.MarketingandCompetitionOverview3.CC&ECommunicationTools–F

ootprint–SellingStrategy4.Brand/ProductCommunicationStrategy–Becombion/BecombionVitaminBComplexSyrup–SevenSeas/SevenSeasMu

ltivitaminSyrup–Dr.Freeman/Dr.FreemanCough&ColdSyrupforChildren5.CreativeConceptandAdvertisingMechanics6.Below-the-lineandOt

herMarketingTactics103英扬•传奇CC&EBelow-the-lineandOtherMarketingTactics104Becombion类型：促销活动Style:SPActivity主题：儿童拼图有奖活动Subject:Ch

ildren’sJigsawPuzzleRewardActivity对象：2——12岁的儿童Target:2----12yearsoldchildren手段：SP活动期间，买就送“贝康安宝宝”拼图卡片，儿童用拼图卡片来

拼出包装盒上“贝康安宝宝”的各种姿态，按拼出的姿态种类的多少设立不同奖项目的：1、提高商品接触及使用率2、达到品牌指名购买活动方案ActivityPlan105SevenSeas七海活动方案ActivityPlan类型：事件活动Style:EventActi

vity主题：“不一般宝宝”的“不一般技能”大赛Subject:“NoOrdinaryAbilityContest”For“NoOrdinaryBabies”对象：2——8岁儿童Target:2----8yearsoldchildren方式

：将不一般的产品性能和儿童不一般的健康体能有机结合，利用报纸和广播电视的社会影响力，进行前期报名、活动期追踪报道和消息稿的发布，加上开设“儿童与鱼肝油健康咨询热线”，可望达到社会对多种维生素鱼肝油的接受和信赖。106SevenSeas七海活动方案Ac

tivityPlan类型：公关活动Style:PRActivity主题：“七海伴你每一天”---------课间餐饭盒温情赠送活动Subject:“SevenSeasWillAlwaysLoveYou”---------BreakLunch-BoxPresentat

ionActivity对象：上幼儿园或小学的2——8岁儿童Target:2----8yearsoldchildreninKindergartensorPrimarySchools方式：籍由各个幼儿园、小学的课间餐时间向儿童免费提供七海健康饭盒，树立七海

亲切友好的伙伴形象，推进消费者对企业和商品的信心和口碑效果。107Dr.Freeman活动方案ActivityPlan类型：PR活动Style:PRActivity主题：“Freeman医生来了”--

---教室小药箱设立工程Subject:“Dr.FreemanisComing”------ClassroomFirst-AidKitInstallmentProject对象：幼儿园和小学Target:Kindergarten

sandPrimarySchools方式：将FREEMAN医生感冒专家的形象籍由赠送小药箱到学校的这一公益活动形式，拉近品牌与目标消费者的心理和空间距离，加强消费者对FREEMAN医生的信心和依赖。108