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

fkeydimensions.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’sdo

minantpersonalitytraits—generallythosethatcorrespondtoitsprincipalmeanings.品牌“个性”那些与品牌意义相对应的特征。1英扬•传奇CC&EWhy

TheNeedForABrandFootprint?为什么需要品牌印记？•Moreandmoremarketersarelookingfornewgrowthbyleveragingthepoweroftheirbrandnam

esintonewterritories.GlobalBrandsarebeingbuiltthroughexpansionintonewgeographies.“Megabrands”or“Hyperbraands”are

beingestablishedacrossmultipleproductorservicecategories.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CC&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&EWhatAreThre

eDimensions?什么是品牌印记的三个层次•TheBrandFootprintreflectsthetruththatmostbrands—especiallypowerfulones—aremultidimens

ional.Theycontainmeaningsandassociationsthatarebuiltovertime.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&EHowMuchofAFuture

Vision?品牌印记的远景如何？•ThebrandFootprintismorethanaconsumer-basedtool.Itneedstoincorporatethethinkingofthe“brandowners”regardingthefuturecourseofabrand.

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,dominantbrands,theFootprin

twillinevitablybebuiltaroundexistingpositiveassociationsofheavyusersofthebrand.HeretheprimaryroleoftheFootprintistoexpressthesemeaningssoeveryone

isinsyncwithwhattoprotectandwhattoleverageasthebrandisexpanded.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,thefinalbalancebe

tweenexistingvs.desiredmeaningsisastrategicdecision—builtonthebrand’sconsumertruthandadjusted,whereneeded,toprovidethevisionandinspir

ationforfuturegrowth.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.Amexandvi

saFootprintsshowhowthebrandsaredistinguishedonthesedimensions:10英扬•传奇CC&EExample•AmericanExpressBrandFootprintAmerican

ExpressmeansMembershipTheBusinessLifeTheChargeCardAmericanExpressisProfessionalWorldlyResponsible11英扬•传奇CC&EExample•VisaBrandFootpr

intVisameansEverywhereTheHighLifeTheCreditCardVisaisSociableStylishOn-The-Go12英扬•传奇CC&EThesellingstrategy销售策略13WhatIsTheRoleofTheSell

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

tattractbrandcustomersandbuildbrandfranchises.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.Atthehighestlevel,itcanbeusedtorevealthecorebrandideatha

tformstheheartofabrandimagecampaign.ButitcanalsobeusedeffectivelytodevelopSellingIdeasfortheproductsthatc

reatecompetitiveadvantageforbrands.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&EWhatIsTheRoleofTh

eSellingStrategy?销售策略扮演的角色如何？•Thus,whilethereshouldalwaysbeasingleBrandFootprinttodefinethebrandessenceinanymarketorregion,therecanbeanynumberofS

ellingStrategies.ByworkingwithintheframeworkofbrandvaluesestablishedintheFootprint,theybothsupportandlevera

gethepowerofthebrand.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TheSellingStrategyModeliscomposedoffivecriticalcomponents：销售策略模式是由五个重要的部份所组成：•TheBrandPos

ition品牌位置•TheBrandObjective品牌目标•TheSpecificRoleOfTheAdvertising广告担任的角色•TheSellingIdeaPlatform销售概念架构•TheSelli

ngIdea销售概念17英扬•传奇CC&ETheBrandPosition品牌位置•Theperceptualspacethatthebrandholdsintheconsumers’mindatthebeginningoftheSellin

gIdeadevelopmentprocess.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”hotelMotoro

laAtechnologymanufacturerMasterCardMyothercard19英扬•传奇CC&ETheBrandObjective品牌目标•Theperceptualspacethatwewantthebrandtooccupyin

theconsumers’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:BrandBrandObjectiveMarriottAmemorableexper

ienceMotorolaTheleadingbrandinmobilepersonalcommunicationsMasterCardAcardIfeelgoodabout21英扬•传奇CC&ETheSpecificRoleOfTheAdvertising广告担任的角色•The

roleoftheadvertisingmayvarygreatlyinscope.Itmayentailafundamentalrestagingofthebrand,theaccentuationofanunder-lever

agedelementintheBrandFootprint,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:BrandRoleofAdvertisingMarriottT

ogetgueststostoptakingMarriottforgrantedMotorolaTomake“brand”MotorolaasstrongasitsmarketshareMasterCardTogiveanemotiona

llybankruptbrandaheart23英扬•传奇CC&ETheSellingIdeaPlatform销售概念架构•Thecriticalelementsweneedtoknowabouttheconsumerandtheb

randinordertoconceivetheSellingIdeaanddeveloptheadvertising: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.TheConce

ptualTarget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:thenaturalgroupingofcon

sumersboundbyacommonorientationtowardthecategoryand/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CC&ETheSellingIdeaPlatfor

m销售概念架构B.TheCoreDesire最核心的欲望•TheCoreDesireisthemostrelevantdesire,need,hope,orfearoftheconceptualtargetthatthebrandcanmeaningfullyaddress.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,m

ostpowerful,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。27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。28英扬•传奇CC&EExa

mple•CompellingFunctionalTruthSpecificTruthBrandPerformance“Preventsheartdisease”BayerAspirinFunctionalTru

thSpecificTruthBrandCompanyValues“WereallycareaboutyouJohnson&Johnsonandyours”BrandMyth“MarlboroCountry”MarlboroCigarettes29英扬•传奇CC&EWhatIsASell

ingIdea?什么是销售概念•ASellingIdeaisastrategicconceptthatfocuseseverythingwehavelearnedaboutwhatthebrandneedstomeantoconsumer

sintoasinglehighlyfocusedstrategicideathatexpressesexactlywhatwewishtheadvertisingtosaytoconsumers.•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“AnOccasionalAlternativetoCola”

“TheUncola”Pepsi(1997)“TheOfficialGenerationXCola”“GenerationNext”Microsoft“AccesstoInformation”“Wheredoyouwanttogotoday?”31英扬•传

奇CC&E1.Preamble2.MarketingandCompetitionOverview3.CC&ECommunicationTools–Footprint–SellingStrategy4.Brand/ProductCommunicationStrategy–Becom

bion/BecombionVitaminBComplexSyrup–SevenSeas/SevenSeasMultivitaminSyrup–Dr.Freeman/Dr.FreemanCough&ColdSyrupforChildren5.CreativeConceptandAdv

ertisingMechanics6.Below-the-lineandOtherMarketingTactics32英扬•传奇CC&EBecombion33VitaminsMarketOverview•TheOTCmultivitaminsmarketisestimatedtobeRMB2

69mn(US$33mn)34英扬•传奇CC&EProductProfile•Productcategory:healthfood–theorderofproducts(nutrition)mentionedbyconsumers(

withaidedorunaided?):Calcium,Codliveroil,Multivitamin,VitC,IronandVitBcomplex.OurConcern:Theyarepossiblyourpotentialcompetitors!!!35英扬•传奇CC&E•

MultiVitBingredients:B1,B2,B3,B6,B12–thefunctionsofeveryingredientsabove(pls.refertoclient’sbrieffordetailedinformation)OurConcern:Thefunctio

nsareslackandlackofconsistence.ProductProfile36英扬•传奇CC&E•Productform:syrup–CurrentlyNoVitBcomplexsyrupisfoundinGZOurConcern:Quitenewproductform;

moresuitableforchildrenProductProfile37英扬•传奇CC&EGeographicaltargetarea•Targetedcities:SZ,GZ,thenrollouttoPRDO

urConcern:•HigherincomelevelinSZandGZthanotherinlandcities•Foodsupplementmarketismoremature“Onlyfoodisnotenoughformydailyvit

aminconsume”38英扬•传奇CC&ESWOTStrength•moresuitableforchildren•syrupform•sweet,fruityflavor•moreflexibleinorganizingou

rmessagedeliveryandadcensorshipasregisteredashealthfoodWeakness•relativelyhighprice(comparedwithlocalproducts;dailycostRM

B1.5)•promotionsinthehospitalarelimited•difficulttosumupintooneUSPOpportunity•lesscompetition(intermsofVBcomplex)•theawarenessofimportanceofvitam

insisincreasingThreats•lowpricestrategyoflocalproduct39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BBecombion

meansVitaminBcomplexcomingfromGermanMerckBecombion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Becomb

ionmeansaveryimportantbasisforchildren’sbalancedgrowth41Becombion品牌个性Becombion是维生素的专家BecombionistheexpertofVita

minBecombion是全面合理的BecombioniscomprehensiveandequitableBecombion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•BecombionmeansVitaminBcomplexcomingfromGermanMerck•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•Becombionmeansaveryimportantbasisforchildren’sbalancedgrowth•品牌个性•Becombion是维生素的专家•BecombionistheexpertofVitamin

•Becombion是全面合理的•Becombioniscomprehensiveandequitable•Becombion是严谨的•BecombionissevereBecombion43英扬•传奇CC&EBecomb

ion销售策略(SellingStrategy)44Becombion销售策略(SellingStrategy)品牌位置：来自德国默克的复合维生素B均衡糖浆TheBrandPosition:VitaminBCompl

exBalancedSyrupcomingfromGermanMerck45Becombion销售策略(SellingStrategy)品牌目标：儿童均衡发育的基础营养源TheBrandObjective:TheBasicNutritionResourceOfChildr

en’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TheSpecificRoleOfThe

Advertising: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(SellingStrategy)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：TheonlysyruptypeforVitaminBComplexInChinaMarket49Bec

ombion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:MerckisthediscovererofVitamin

C50Becombion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TheCoreDesire/HopeMyKidsG

rowPerfectly51Becombion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,helpsst

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

ombionhelpstoconstructingthefoundationofchildren’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:LetChildrenGrowInaBal

ancedWay.54SevenSeasMultivitaminSyrup55•Productcategory:healthfood•Ingredients:–basement:codliveroil(fromdeepsea)–supplement:VitA,B1,B2,B3,B6,C,D,E•F

lavor:Orangeflavor(realorangejuice)ProductProfile56英扬•传奇CC&EOurConcern:•7sMVSismorethantraditionalfishliveroil.Product

Profile57英扬•传奇CC&EPotentialCompetitorsfor7sMVS•theorderofnutritionmentionedbyconsumers(withaidedorunaided?):Calcium,fishliveroil,Multivitamin,V

itC,IronandVitBcomplex.58英扬•传奇CC&EOurConcern:•DifferentfromVitB,thenecessaryoffishliveroilismuchgreaterinconsumers’mind,thoughtheymaybecan’tnameitsfu

nctionsindetails.•Themarketoffishliveroilismoremature.PotentialCompetitorsfor7sMVS59英扬•传奇CC&ERealCompetit

ion•Themajorplayersinthemultivitamincategoryare:JuniorTheragan,JuniorCentrum,Kiddi,andScotts•Intermofdailycost,7sMVSratedinthemiddleposition.Ju

niorTheragan--RMB0.85;JuniorCentrum--RMB1.12;Kiddi--RMB4.07/3.20;Scotts--RMB1.317sMVS--RMB1.3860英扬•传奇CC&ECons

umer’sAttitude•Researchesshowthemajorityofmothersareinterestedinproductconcept–GZ:“helpsstimulateappetite”;

”containscodliveroil”;”helpsbraindevelopment”–SZ:“containsmanyessentialvitamins”;“containscodliveroil”;“helpsinstrengtheningboneissue”61英扬•传奇CC&E•T

hebuyingintentionofproduct:–GZ:65.6%;SZ:77.6%•Theperceivedprice:aroundRMB62/perbottleConsumer’sAttitude6

2英扬•传奇CC&EGeographicalTargetArea•1sttargetcities:SZ,GZ,thenrollouttoPRD•2ndtargetcities:SHandBJ(launchedinlate2001)63英扬•传奇CC&ESWOTSt

rength•moresuitableforchildren•syrupform•sweet,fruityflavor•moreflexibleinorganizingourmessagedeliveryandadcensorshipasregisteredashealthfood•l

essdosage•containsmanyessentialvitaminsbasedoncodliveroilWeakness•productfunctionisdifficulttomeasure•brandawarene

ssislow,can’tsupporttheproduct•promotionsinthehospitalarelimitedOpportunity•importedproductwithfairprice•theawarenessofimportanceofvitaminsi

sincreasingThreats•strongcompetition(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SevenSeasmeanstastywithsweetorangeflavor66SevenSeas七海品牌印记(BrandFootprint)品牌个性七海是有益的SevenSeasisbeneficial七海是健康的S

evenSeasishealthy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--vitaminfishli

veroilfromthedeepsea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SevenSeasishealthysafety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:ThedeepseaFishLiverOilHealthSyrupwithmulti-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BrandObjective: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TheSpecificRoleOfTheAdvertising:TelltheconsumerthatSevenSeasisnoordinaryfishliveroil71SevenSeas七海销售策略(SellingStrategy)销售概念构架(TheSellingIdeaPlatfo

rm)：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(TheSellingIdeaPlatform)：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HowTheBrandBestFulfillsTheCoreDesire:SevenSeassatisfiestheconsumer’spsychologicalneedswhichhopingher

kidisnoordinarybybuildingsevenseas“noordinary”brandimage74SevenSeas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:HaveTheIngredientsOfMulti—vitaminsAndFishliverOilComingFromTheDeepNort

hSea75SevenSeas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:Fr

omGermanMerck76SevenSeas七海销售策略(SellingStrategy)销售概念：不一般的鱼肝油TheSellingIdea:NoOrdinaryFishLiverOil77SevenS

eas七海销售策略(SellingStrategy)创意概念：七海宝宝更出众TheCreativeIdea:Outstandingsevenseas，outstandingkids78DrFreemanCough&ColdSyrupforChildren79Cough&ColdMarket

Overview•Themarketishuge:RMB876mn(98’)80英扬•传奇CC&E0.00%10.00%20.00%30.00%40.00%50.00%60.00%havingsignsofcoldlightcoldsymptoms

everecoldsymptomothersmalefemale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SettingsofConsumptionbytheWholeSample:Number：511GenderGroup：16----60SOURCE:IMI810.00%20.00%40.00%60.00%80.00%drugstorehospitalshop

pingcentermalemalefemaleLocationofBuyingColdMedicineBytheWholeSample:Number：510GenderGroup：16----60岁MultipleAnswers,sopercentmayextr

a-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S

OURCE: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C

C&E22.29.67.52.215.411.42513.429.105101520253035Betweenwinter&springSpringlatespring&earlysummersummerbetweensummer&autumnautumnearlywinter

winternotsureWhichSeasontoPronetoCatchColdThePeakSeason:winter;spring;theinterimbetweentheseasons85英扬•传奇CC

&E•Itfunctionsincoughandcoldanduptonow,nootherproductsclaimtohavethesetwofunctionsonly.•Inthemarketofc

oughsyrupandcough&cold&feversyrup,wehavekeycompetitorsasbelow:–coughsyrup:IsedylfromUnitedLaboratory;JinMinChildrensyrup,

ShenquCoughSyrupandTaijiCoughSyrup–cough&cold&feversyrup:Tylenol,Bufferin,XiaobaiProductProfile86英扬•传奇CC&E•OurConcern:

DrFreemanCough&ColdSyrupforChildrenaimsattheearlystageofcold;DrFreemanisthesub-brandofmerckonlyforseriescough&coldproducts.8

7英扬•传奇CC&ESWOTStrength•LowPrice•UniqueFormula•GoodqualityWeakness•nobrandawarnesstosupporttheproductO

pportunity•Concentrateeffectontheearlystageofcold•largecold&coughmarket•CompetitivevoiceisnotnoiseinSandong

•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.Freemanmeansaflud

rugfromGermanDr.Freeman的意义就是医生推荐使用的Dr.Freemanmeansdoctor’srecommendedDr.Freeman的意义就是治疗儿童伤风和咳嗽的糖浆Dr.Freemanme

ansacold&coughsyrupforchildren90Dr.Freeman品牌印记(BrandFootprint)品牌个性Dr.Freeman是感冒药专家Dr.Freemanistheexpertofflud

rugsDr.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.Freeman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.Freemanisreliable

Dr.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(SellingStrateg

y)品牌位置：温和有效治疗儿童伤风咳嗽的糖浆BrandPosition:ASyrupForMildlyAndEffectivelyRelievingChildren’sCold&Cough94Dr.Freeman销售策略(Se

llingStrategy)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TheSpecificRoleOfTheAd

vertising:DeliverTheMessageThatItIsVeryImportantToCureColdAndCoughInTimeBeforeGettingFever96Dr.Freeman销售策略(Se

llingStrategy)销售概念构架(TheSellingIdeaPlatform)：A）概念性目标客层:细心的父母TheConceptualTarget:CarefulParents97Dr.Freeman销售策略(SellingStrate

gy)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HowTheBrandBestFulfillsTheCoreDesire: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.Fre

emanistheexpertinrelievingcold&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–MAINTANCETHEFOUNDATIONOFPEOPLES’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&ECommunicationT

ools–Footprint–SellingStrategy4.Brand/ProductCommunicationStrategy–Becombion/BecombionVitaminBComplexSyrup–SevenSeas/SevenSeasMul

tivitaminSyrup–Dr.Freeman/Dr.FreemanCough&ColdSyrupforChildren5.CreativeConceptandAdvertisingMechanics6.Below-the-lineandOtherMarketingTactics103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:Children’sJigsawPuz

zleRewardActivity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:EventActivity主题：“不一般宝宝”的“不一般技能”大赛Subject:“NoOr

dinaryAbilityContest”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ActivityPlan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:“Sev

enSeasWillAlwaysLoveYou”---------BreakLunch-BoxPresentationActivity对象：上幼儿园或小学的2——8岁儿童Target:2----8yearso

ldchildreninKindergartensorPrimarySchools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。1

07Dr.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-AidKitIn

stallmentProject对象：幼儿园和小学Target:KindergartensandPrimarySchools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