西门子-营销资料(1)课件.pptx
A Brief Introduction To DSBDSB is a local advertising agency serving international brands.We do accurate and effective advertising.The Service Which Is Fast&PerfectmThe devotion and professionalism that we show in our team work have made us into a group of professionals with fast reaction.Thats the keystone of the service that we provide.mThe fully-developed work flow arms our efficiency with quality guaranty.And we believe that only when efficiency goes with guaranteed quality is it valuable.mThe professionalism and responsibility that we treasure and hold,as well as the conscientious and responsible spirits of our cooperators make sure that our job is done fast perfectly.First-Class Cooperators(Production Home)mTVC Production:qYimou Zhang Production UnitqTaiwan Greatland Film Production Ltd.qOthersmPrint:qOne of the investors of DSB-Hongkong Guest Advertising Co.It has a large printing house on Mainland China to guarantee fast service with premium quality.mGood relationship with Media:qOur 12-year promotion planning and production designing for Shanghai International TV Festival&Shanghai International Film Festival have brought us good relations with other cities across the land.We Are Not After Size.We Are After PerfectionmDSB is not a huge agency.It has less than 30 people.But its right that core team that we take strong pride in.mWe dont turn to new clients easily.To provide good satisfying service to our current clients whom we always cherish is the best benefit and development for DSB.mDSB now serves only 5 clients,but each one of them is a world-wide famous brand.The Brand We ServemSiemens Home AppliancesmKodak(All-China Public Relations)mCarrier Air ConditioningmMitsubishi ElevatormShanghai International TV Festival,Shanghai International Film FestivalDSB&Siemens Home AppliancesmEven though DSB is not the sole agency for BSH,the growing-up of DSB can never happen without BSH.Siemens Home Appliances is indispensable in the soaring of the DSB reputation in its circle.More than half of the Award-winning works done by DSB in 1998 came from the trust from BSH in DSB.Something we need to say is all of the creative works that weve done strictly adhere to the brand definition and accurately aiming at the target consumers,we are not doing creative work for prize-winning,of course.DSB&Siemens Home AppliancesmKey members on our Siemens Team:Siemens is DSBs most treasured client.So the brand team is headed by our General Manager himself.DSB&Siemens Home AppliancesmAccount director:Mr.Stone YangmAge:30mIn Ad Business for:6 yearsmBrands served:WellaUni-lever food,General,Sampo refrigerator,Sampo washing machine,Carrier,Mitsubishi Elevator,Siemens Home Appliances.Core members of our Siemens TeammAccount Manager:Mr.Feng XiemAge:28mIn Ad Business for:5 yearsmBrands served:WellaChanghong Electronics,Meiling refrigerator,China Telecom,China Unicom,Siemens Home AppliancesDSB&Siemens Home AppliancesmCreative director:Mr.Xiaoyun ChenmAge:37mIn Ad Business for:5 yearsmBrands served:KFC,General,Dove,Ponds,Hazeline,Uni-lever,Kodak,Squibb,Duracell,Carrier,Mitsubishi Elevator,Siemens Home Appliances.Core members of our Siemens TeammArt Director:Mr.Yin LiumAge:37mIn Ad Business for:15 yearsmBrands served:KFC,General,Dove,Ponds,Hazeline,Uni-lever,Kodak,Squibb,Duracell,Carrier,Mitsubishi Elevator,Siemens Home Appliances.1999 SIEMENS New Refrigerator Launch Campaign Prepared for:BSH Home Appliances Co.,Ltd.Prepared by:DSB AdvertisingDate:January,1999ContentmMarket and competitor analysis mConsumers U&A mBrand definition mProduct core conceptmCommunication strategym Media strategy mPromotion plan mSchedulem“Home of Service”SystemmASS planMarket and Competitor AnalysisAmong 180L-280L:1999 potential volume:7.5mil180L-280L:75%(5.6mil)others:25%(1.9mil)Haier1999 estimated share of Haier:40%(2.2 mil)Market Analysis180-280LOthers75%25%Remarks:The above figures are estimated based on the statistics of 1998Source:Link SurveyOthersmIngredients of Haiers market shareMedium-price:48%1.05milHighly competitiveRongshen Meiling National Elex Sharp XinfeiHigh-price:52%1.15 mil Dominant advantage:No strong rivalsExpensive imported brands(Rmb 1,000 higher)NationalSharp1999 New Siemens RF potential volume:1.15mil1.15milMarket AnalysisSource:Link SurveySIEMENSStrong POP supportNew products developmentStrength of enterprisesHaierSIEMENS ElecxAfter-sales-serviceCompetitor AnalysisHigh priceHigh qualityIf Siemens can take up 17%within high-price RF，the objective of 0.19mil volume can be achieved.Competitor Analysis SummaryqThe major opportunity comes from the high-price market dominated by Haier。qTotal 99 potential volume of Siemens target market:1.15milqHaiers brand reveals the strength of an enterprise,while its product is one packaged which shares the similarity with other brands.qTo snatch 17%share in high-price market and achieve 0.19 mil sales volume in 1999,Siemens is recommended to challenge Haier with high-quality products and similar price.Competitor Analysis To achieve the target of 0.19 mil sales volume,we should consider：qThe weak point of Haier Breakthrough pointqThe strength of brand and product of Siemens Our nailqHow to efficiently cause(urge)target consumers to change brand through communication strategy Our hammerBrandLarge groupstrengthGood after-sales servicecare,respect,reassuranceGood on-site exhibitionpower Continuous new products developmentadvanced technologyThe advantage of HaierProductThe variety of stylesmore options High pricegood qualityExport trend a worldwide brand The large number of buyersreassuranceCompetitor Analysis Competitor Analysis The disadvantage of HaierBrandPerceived image child,young men,young women (obscure,not integrated)Brand recognition mainly on the strength of the enterprise instead of the brand itselfProductsmall differentiation with other brands。Easier to changeconsumers behaviorSiemens can differentiate itself with HaierConsumers U&AConsumers U&ASix-step purchase process Trigger Consider Search Choose Buy Experience Upgrade or change old refrigeratorNewly marriedKey motivator:-no negativeassociation-new benefitsIn-storeinfluences-salesman-posters-counterLife styleTVCWOMSize/typeBrandPriceFeaturesFunctionsPriceBrandPressQuality assuranceBrand/ProducerPricePricePOS-point ofsalesAfter-salesserviceAny problemsA shortlist ofbrands1-2top ofmindProblemsolvingKey motivator:-solve allcurrentproblems-new benefitsSelf-improvementSelf-maintenanceAnyrelatedinformationFit with previous expectation?Consumers U&AmPurchase criteria qQuality qFeatures/Functions qSizePrice qConvenient usage qAfter sales serviceqBrand qManufacturer Quite a few factors are being considered when purchasing a refrigerator.Consumers need to be provided as much information as possible.Direct and concrete information is what consumers need.Convenient message delivery is a good help.Consumers U&AmSource of awareness 0.00%0.00%20.00%20.00%40.00%40.00%60.00%60.00%80.00%80.00%POSWOMTV+NPTV+NPOtherWhy on-site exhibition works?-TVC is of insufficient,similar and confusing information-Careful on-site comparison is needed-The recurring measuring while determining to buy-Most of the current print ads aim at only one benefit point at a time,which makes it difficult for consumers to have a overallknowledge of the refrigerator.Consumers U&ASummaryqThe ideal brand list is accomplished in the phase of information accumulation.Clear and overall information is a must.qThe initial decision is made in stores after comparison.The on-site exhibition can directly affect the consumers opinion.qThere is recurring measuring while making final decisionAged between 30 and 45,the owner of refrigerator with a harmonious family,higher living standard than others and before,caring about his public image and eager to be respected,easy to be attracted by modern products but lack of judgement,wishing to be told the real benefit,regarding dinner as an important part of life,too busy to go to markets frequently,is after richer variety of food,taking refrigerator as his partner of enjoying the life.Communication Target DescriptionBrand Definition mThe difference with former brand definition:q Former:self-centered,taking pride in giving as honor,someone who is too far from consumers,an intangible idolq Current:keeping in touch with you,an indeed friend He is a versatile engineer and inventor with rich experience,an easy-going man in real life of 40 years old.Friends or neighbors like asking him for help while in trouble.He always introduce you the latest technology,and teaches you how to recognize and use the most advanced living appliance.A precious consultant of your life.Product ConceptProduct ConceptmConsumers needs qFridge-flexible shelves,good use of space -smell not mixed 不串味 -some small tightly-sealed trays/boxes/drawers needed for some specific issues 需要小的密封盒/抽屉-removable and washable rubber ring 可拆卸门封条 qFreezer -separate transparent drawers 透明隔离抽屉 -fast-freezing 速冻 -ice-making 制冰The new Siemens RF fully meets the various storage needs of consumers Source:AC Nielsen Siemens-Delicate design from inside out-Unique and practical functions-ECP-LED -Memory alarmCompetitorHaier-power-saving-No-frost-CFC-free-fresh-keeping-Health-Nutrition Consumer28-45 old，household income per month above RMB2500,they care more about the function,price,capacity.Be concerned about after-sale service,the attraction of brand to them is merely a supplement.They are after a higher life.An intellectual RF with elaborate design everywhere处处设计精到的智能冰箱处处设计精到的智能冰箱Product Core ConceptCommunication StrategyKey Issue in CommunicationHow to prompt Haiers consumers change brand in store?如何如何促使促使Haier的消费者的消费者在店头转换品牌在店头转换品牌？Communication StrategyRole of communication Use brand to spur salesThe former brand definition is intangibleFar from the consumersCompared to Haier,Siemens electric appliance is not well-known enough Long term is required to set up a brandReinforce the brand awareness purelyThe Ad effect will be neglected in peak sales seasonHigh Ad investment with low effectUnable to convey the message consumers really care aboutUnable to assure the consumers on the after-sales serviceFocus mainly on SP Consumers hold a negative view towards the promotion utterly for sales.Promotion takes low effect for large electrical appliance like RF.It will eventually fall into the low-price competition,and will fail to support itself at the high-price market.Haier can respond swiftly.The weak point of product is concerned.Directly face our target，thrust out our unique leading products,accumulate advantage and break through the Haier product frontline,get onto the ideal buying list of consumers.直接面对目标对象，全面推出产品英雄,进入消费者购买清单集中优势突破海尔的产品阵地Communication StrategyFace to Face Communication 面面 对对 面面 的的 沟沟 通通The careful consideration of each detailGet onto the buying list directlyInfluence the decision process and induce trialQuality guarantee and after-sales service promiseHow to prompt Haiers consumers change brand in store?如何促使消费者在店头转换品牌？Communication StrategyWhere are we?(Consumers current recognition towards Siemens）Siemens makes frige?Never heard of it,probably RMB 1000 higher than Haier.Only the rich can afford.Who is in charge of the after-sales service?Its too far from my life.As a matter of fact,refrigerators function similarly and Id rather choose Haier.Its better than the average and my colleagues also bought Haier.I heard that the after-sales service of Haier is pretty good.Though its a bit more expensive,I can afford it.I feel safe with it.And it is also noble enough.Communication StrategyWhere are we going?(The expected feedback through Ad campaign)Now I know what a good fridge is like.German technology is considerate,advanced and practical.The interior components are all movable and combinable.Drawers are transparent.After power failure,it tells me the to what extent my food has gone bad.The temperature control is on the outside and computerized.the design is so elaborate that the quality must be reliable.Haier seems to lack something.Its great if I have such a refrigerator at home.Id like very much know the price.Core benefitCore benefitElaborately designed intellectual refrigerator SupportSupport-ECP智能温控-LED display-Memory alarm-Elaborate design from outside to inside ContributionsRemarkable performance,Just what you want.Expected feedbackSIEMENS refrigerator consider my need elaborately,I will sure go to the store to have a lookThe ButtonSeeing is believing眼见为实眼见为实MediaPR Hotline of service-Good communication and consultation-Introduce the function,provide the buying guide-Create target consumers archive Face to face communication 面对面的沟通面对面的沟通-Use print as core media,mix HP with FP-Large on-site poster to inform the going on sale-On-site light-box as a long-term reminder-Large number of soft Ad-Through R600a,publicize the environmental protection of Siemens-The IT RF in the 21COn-site exhibitionDemonstrationOn-site activitiesAfter-sales service-Show product advantage-Show the High-tech-Create an atmosphere for Communications-Guidance name card-Guidance presentation-function demonstration-Q&A-Product exhibition-“Take a look and make a comparison”-choose the Siemens life-share the Siemens life-after-sales service promise-after-sales service card-hotline Urge the consumers to enter the stores,seeing is believing,and choose Siemens from their ideal buying listCommunication StrategyThe expected consequence:Id rather buy Siemens than HaierPromotion PlanPromotion PlanPromotion plan 1:Product demonstration-take a look and make a comparison mObjective:Obtain consumers interest right in the store,introduce the unique functions of Siemens Refrigerator.mPlace:Stores with nice product displays in big citiesmTimeweekends all year around after product launchingmDescription:After demonstration by sales girls,consumer spin the wheel of fortune and read out the result,then he will be given some souvenirs.SIEMENS西西 门门 子子 冰冰 箱箱杰杰出出表表现现，如如你你所所愿愿西西 门门 子子 冰冰 箱箱杰杰出出表表现现，如如你你所所愿愿SIEMENSPromotion PlanPromotion plan 2：choose the Siemens lifemRole of promotion planqIt must be consistent with the brand definition of Siemens refrigerator,able to show the impact of Siemens as an international brand and relieve peoples resistance towards promotion.qTo avoid any fast reaction on competitors side.qThe prizes for the promotion must be able to show the bonds between Siemens refrigerator and the modern life in the west so as to trigger off the participants longing that kind of noble life.Promotion PlanPromotion plan 2：choose the Siemens lifemPromotion objective qTo influence the target consumers decision-making in the buying process,so that they choose Siemens instead of Haier.mPromotion targetqInquirers at POS with purchase intent mTime April 15,1999-July 31,1999mPlaceq25 major cities q200 points of salesPromotion PlanmDescription:qIn stores with good product display,Siemens sales girl explains and demonstrates aiming at consumer with purchase i
