创业公司的营销与品牌管理.ppt

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1、By Estela Kuo 郭伟琼,创业公司的营销与品牌管理,培训内容,导言创业期中的营销工作推展与营销团队建立从品牌建立到品牌扫描到品牌面临的挑战360度品牌传播理论与360度世界中的创意案例分享,想像你刚刚成立了一个公司.,刚开始,人员的组成如何?个人的分工如何?业务会如何发展?随着业务的发展,公司的人员和组织结构会有什么变化?,市场部功能的演进,The Evolution of a Marketing Organization,问题一管理层发现无法在营销方面有足够的关注力诊断准备进入第二个发展阶段处方雇用一个市场部经理 管理层继续负责产品开发制订价格; 以及新客户的初步接触与销售支持,市

2、场部功能的演进,The Evolution of a Marketing Organization,问题二产品或市场多到管理层难以协调诊断准备进入第三阶段处方雇用产品经理并给与销售,广告,调研的支持授权产品经理管理市场工作管理层负责市场策略,市场部功能的演进,The Evolution of a Marketing Organization,问题三目前市场规模下,成长有限诊断准备进入第三阶段处方将市场工作下放到各个负责部门成立集团市场部负责评估各部门市场计划提供市场策划,调研需要的知识与培训管理集团的市场与传播工作,市场部功能的演进,成长中企业的营销组织阶段,Entrepreneurial M

3、arketing创业营销Opportunistic Marketing机会营销Responsive Marketing回应营销Diversified Marketing多元营销,Marketing Effectiveness Audit营销效果检验,Customer Philosophy 客户心理Does management recognize the importance of designing the company to serve the needs and wants of chosen market?Does management develop different offer

4、ings and marketing plans for different segments of the market?Does management take a whole marketing system view (suppliers, channels, competitors, customers, environment) in planning its business?,Marketing Effectiveness Audit营销效果检验,Integrated marketing organization 整合营销组织Is there high level market

5、ing integration and control of the major marketing functions?Does marketing management work well with management in research, manufacturing, purchasing, physical distribution, and finance?How well organized is the new product development process?,Marketing Effectiveness Audit营销效果检验,Adequate marketin

6、g information 足够的市场信息When were the latest marketing research studies of customers, buying influences, channels and competitors conducted?How well does management know the sales potential and profitability of different market segments, customers, territories, products, channels and order sizes?What e

7、ffort is expended to measure the cost effectiveness of different marketing expenditures?,Marketing Effectiveness Audit营销效果检验,Strategic orientation 策略方向What is the extent of formal marketing planning?What is the quality of the current marketing strategy?What is the extent of contingency thinking and

8、planning?,Operational efficiency 操作效率How well is the marketing thinking at the top communicated and implemented down the line?Is management doing an effective job with the marketing resources?Does management show a good capacity to react quickly and effectively to on the spot development?,Marketing

9、Effectiveness Audit营销效果检验,定做你的OO果汁!,Workshop 1,游戏规则,现场分成_组每组分成管理层：负责做关键决策总裁办：负责针对管理层的决策做细化的执行方案，并且向研发和市场人员下达指令研发和市场人员：负责研发产品和制定市场方案,题目,你是OO果汁的研发/市场部负责人。现在市面上的果汁竞争激烈，主要竞争对手XX果汁也在研发类似的产品。你必须在现在的品类上，在不增加生产设备投资的基础上，开发出一种能和竞争对手有明显优势的新品种果汁。当然，除了口味上的区隔，最重要的是拿出一个具有竞争力的产品定位！,OO果汁新产品发布会,分组1分组2分组3。,在游戏结束后,在变化的

10、过程中，你的感觉？在游戏开始前，和游戏后，你的感觉有什么不同？随着游戏的开展，你的小组有什么变化？这种变化是怎么产生的？不断的变化对你们正在研发的产品有什么影响？你们最终得到一个成功的果汁吗？为什么？这个游戏跟你在现实生活中对付变化的经历有什么类似？紧张的时间压迫对于不同的人有不同的影响吗？你对自己有什么观察和了解？你在这个游戏中如何应付不断的变化和挑战？你在工作中能有什么不同的做法，来帮助自己和团队应付突如其来的变化？,360的品牌管理,Ogilvy Worldwide 奥美集团,Part of the largest global communication group, WPPAnnua

11、l billing US$8.3 billion90 countries, 312 officesGlobal client service network 全球客户服务网络Leading skills on brand building and management 领先的品牌建立与管理技巧Global leadership on integrated communication独步全球的整合传播理论,AhmedabadAucklandBangaloreBangkok BeijingBrisbaneCalcuttaChennaiColomboDhakaGuangzhouHo Chi Minh

12、Hyderabad Hong KongIslamabadJakarta,KarachiKuala LumpurLahoreManilaMelbourneMumbaiNew DelhiPuneSeoulShanghaiShenyangSingaporeSydneyTaipeiTokyoWellington,Largest Network In Asia-Pacific,Ogilvy China 奥美中国,Ogilvy Beijing - 230,Ogilvy Shanghai - 150,Ogilvy Guangzhou - 83,Ogilvy Hong Kong - 300,Total: 1,

13、127 staffs,Ogilvy Taipei - 364,00-01 China Ranking 奥美中国传播集团排名,1.Ogilvy&Mather 2.J Walter Thompson3.Bates4.DDB Worldwide5.Leo Burnett6.Saatchi & Saatchi7.Grey8.FCB9.Euro RSCG Partnership10. McCann-Erickson Guangming,Source: HK4As,based on consolidated income,What sets us apart isthe power of integrat

14、ionin brand management.品牌管理的整合力量,让奥美独占鳌头,What is a BRAND?品牌是什么?,“ A brand is a complex symbol. It is the intangible sum of a products attributes, its name, packaging, and price, its history and reputation, and the way its advertised. A brand is also defined by consumers impressions of the people who

15、 use it, as well as their own experience. “David Ogilvy 1955品牌是一个复杂的象征,是无形的产品元素的总和,包括包装,名称,价格,历史,信誉,还有传播的方式. 品牌是由使用者基于印象和使用经验来定义的.1955年大卫奥格威,How its advertised.传播的方式,Consumers impressions of its users.消费者对使用者的印象,History and reputation.历史和信誉,Name and packaging.名称和包装,Products physical attributes.产品的实际

16、组成,The totality of a brand.品牌的全貌,TVCNewspaper adMagazine adRadio adWeb banners,Outdoor ad POPRelationship MarketingRoadshowsSponsorship,User base Age PsychographImage,Income EducationAchievement “Negatives”,HeritageCompany cultureFigureheadHard facts,Soft news Social and political standingsCommunity

17、involvementTrade environment,StylesMaterialsFeaturesTexture,ColorsPriceQuantityWeight,Brand LogoPackagingBrand nameShopping bag,WebsiteUniformShowroomService,Ogilvy 360 Degrees Brand Stewardship奥美360度品牌管家,360 Degrees Brand Stewardship360度品牌管家,Advertising广告,PublicRelations 公关,Activation 行动营销,Identity

18、视觉管理,DirectMarketing直效营销,Interactive互动,360 Degrees Brand Stewardship360度品牌管家,We place your brand in the centre 把品牌放在中心点And build it to its full potential 发挥全部的潜力Crossing disciplines in a 360 Degrees way 跨专业Crossing borders 跨地域Challenging barriers 挑战障碍Taking it all the way through 直到终点Insight.Ideas .

19、Execution .Evaluation 洞察 点子 执行 评估,The Elements 操作单元,Brand Scan,Brand Audit,Points of contact,品牌检验,品牌写真,品牌扫描,接触点,挑战,品牌世界,执行,The Elements 操作单元,Brand Scan,Brand Audit,Points of contact,品牌检验,品牌写真,品牌扫描,接触点,挑战,品牌世界,执行,The Elements 操作单元,Brand Scan,Brand Audit,Points of contact,品牌检验,品牌写真,品牌扫描,接触点,挑战,品牌世界,执行

20、,The Elements 操作单元,Brand Scan,Brand Audit,Points of contact,品牌检验,品牌写真,品牌扫描,接触点,挑战,品牌世界,执行,The Elements 操作单元,Brand Scan,Brand Audit,Points of contact,品牌检验,品牌写真,品牌扫描,接触点,挑战,品牌世界,执行,The Elements 操作单元,Brand Scan,Brand Audit,Points of contact,品牌检验,品牌写真,品牌扫描,接触点,挑战,品牌世界,执行,The Elements 操作单元,Brand Scan,Bra

21、nd Audit,Points of contact,品牌检验,品牌写真,品牌扫描,接触点,挑战,品牌世界,执行,What Have We Got?我们已经知道什么？,We have interrogated the brand in a 360 way to find out its weaknesses - the Challenge我们已经从360度角度审视品牌, 寻找它的弱点-品牌挑战We have explored the subjective aspects of the brand to arrive at a BrandPrint我们已经发掘出品牌的主要资料, 形成品牌写真,W

22、hat Have We Got?我们已经知道什么？,Putting the BrandPrint together with the Challenge sparks the Idea我们把品牌写真与品牌挑战加在一起, 激发出品牌点子We now have to take the Idea out into the world of the customers, and maximise their involvement我们必须将品牌点子带入消费者的世界, 尽量加强消费者对品牌的融入度,Creating a Brand World创造一个品牌世界,Brand World品牌世界,Points

23、 of Contact接触点,Idea点子,What We Are Trying to Do Differently我们试图有哪些不同的做法?,Conventional Communication 传统的传播Single unconnected shots 单件欠联系的活动,360 Communication360度的传播Creates a Brand World which involves the custom创造一个可让消费者融入的品牌世界An experience of the brand, not just the delivery of a communication一个品牌的体验

24、, 非仅仅讯息的传递,What Greater Involvement Is About较强的融入度是关于,Intensity 密集度A particular point of contact making the idea shine brighter and thus involving the customer more可以让品牌点子发光的接触点, 同时加深消费者融入度Interplay 相互影响Different points of contact working together for greater overall involvement不同接触点发挥共通作用, 以达到最大的融入

25、度.,Multiple Connections多维联系,The idea connects with the customer in multiple ways creating a sensory surround一个点子会以多种方式与消费者相连接, 创造整体感受,Different Points of Contact offers the Customer Different Encounters With the Brand 于不同的接触点, 消费者与品牌有不同的接触状况,We can create interplay between the encounters我们可以创造它们之间的相

26、互影响,We can use this interplay to intensify involvement我们可以运用这些相互影响加强消费者的融入度,Close Your Eyes. Imagine Seeing a Fish闭上眼睛. 想象你正看到一条鱼,Now close your eyes again and imagine being a fish现在再次闭上眼睛, 想象你自己就是一条鱼,Being a Fish, not Seeing a Fish变成鱼.不是看着鱼,Points of Contact接触点,Explore the possible points of contac

27、t between the brand and its customers探究品牌与其消费者之间的可能接触点Think about customers everyday lives - where do they most often think about and use the brand仔细想一下消费者每天的生活, 在哪里他们会经常想到或用到这个品牌,Some Techniques To Stimulate Point of Contact Opportunities 几个帮助激发接触点的技巧,Day in the Life生活中的一天Stimuli card提示卡The Compass

28、 Dial指南针,Day in the Life生活中的一天,A stage-managed experience 一种人为的体验Surrounding the team with the environment, emotions and expressions of the customer/brand relationship以品牌与消费者产生关系的环境、情感和表情等包围品牌团队Stimulating all their senses - sound, sight, touch, smell, taste刺激他们所有的感官-听觉、视觉、触觉、味觉等,Day in the Life ： P

29、ossible Stimuli生活的一天：可能的刺激,Things We Need to Know About Our Customers我们必须了解消费者的.,Where they could be most involved在那里他们会融入得最深,What is happening in their lives他们的生活中发生的事,Stimuli Card提示卡,Where they could be most involved在那里他们会融入得最深,What is happening in their lives他们的生活中发生的事,+,Come up with possible poi

30、nts of contact计算出可能的接触点,Using Your Impression of What Is Happening in the World at Large运用你自己对身边发生的事情的印象,What do you feel is happening in peoples lives that might affect their relationship with the brand?哪些在现实生活中发生的事情，会影响到消费者与本品牌的关系？Who or what do they specifically identify with in the world at larg

31、e that the brand could pick up on?哪些他们所认同的人或事，本品牌可以学习、利用得到？What is new in the marketplace that may influence the way they feel about the brand?市场中的哪些新发展可能会影响到消费者对本品牌的感受？What do you imagine the competition could get up to that could damage that relationship?试想象一下， 竞争者做什么可能危及消费者与本品牌之间的关系？,Thinking Abo

32、ut Where the Brand Could Identify With the Customer思考在哪里品牌可以被消费者认同,When are the brands customers most involved in the media they consume (time, place, behaviour and attitude of mind)?在哪些时间，本品牌的消费者对媒体最投入？（时间、地点、行为、态度）Is there a natural media fit between the brand and its customers lifestyles? 本品牌和消费者

33、生活方式之间，是否存在自然的媒体配合？What is changing in the way the brands customers consume media?本品牌消费者处理媒体的行为是否有所改变？,Thinking About Where the Brand Could Identify With the Customer思考在哪里品牌可以被消费者认同,In what way could the use of media be tailored to intensify the relationship between : a) different messages? b) diffe

34、rent target groups? 如何可以把媒体运用得更贴身， 以加强特别情况下消费者与品牌的关系？a) 不同的信息b) 不同的目标对象Is there a natural sequence to the choice or use of media in building greater involvement with the brand?在选择和运用媒体上，是否存在自然的顺序，加强消费者对品牌的投入度,More Obvious Points of Contact明显的接触点,Less Obvious Points of Contact不太明显的接触点,Anything that a

35、llows us to link the brand to the customer in his or her Brand World is a medium 任何让品牌与消费者品牌世界产生联系的东西都是媒体,Example 例子 Seagram Four Roses giveaway tattoos 纹身 A potted plant 盆景,I came upon this wine cork at a party. I was sniffing it, and look and behold - I discovered a message, literally right under

36、my nose. It says Please visit our Web site at So nowadays, this. . is no longer just something that plugs up a bottle. It must suddenly be viewed as a communications vehicle.yet another place for the consumer to experience the brand Rick Boyko,A Wine Cork葡萄酒软木塞,Have a Break小憩片刻,Fun & Fitnessin an M

37、TR Mirror轻松瘦身,Long, long, long, long life - Duracell,Placed After Weather Reports on a Pager 传呼机上天气报告后,Moving Through,At this stage we have a number of possible points of contact through which the idea can connect with the customer 此刻我们有一系列与点子有关的品牌接触点,How do we then pick the best combination of poin

38、ts of contact - the Brand World we are creating?我们该如何选择接触点的最佳组合？,Our ability to surround the consumer with the brand in ways that work effectively increases the value of what we offer exponentially我们用有效的方法包围消费者的能力,令我们的服务价值以倍数上升Shelly Lazarus,Evaluation评估,Intensity of Involvement 投入强度How can a point

39、of contact make the idea shine brighter?接触点如何可让点子变得更精彩？Interplay相互联系How can different points of contact work together for greater overall involvement?不同的接触点可如何起共通作用，让强化整体品牌投入度？,Prioritising Points of Contact As a Team Using a Strategic Impact Matrix运用策略矩阵选择接触点,Interplaypotential相互影响的潜力,Summary 小结,In

40、terplay and intensification improve results 相互影响和点子强化，可提升最终结果Brand World is a sensory surround that maximizes involvement through picking points of contact which will intensify involvement and working the interplay between them品牌世界是一个感觉的世界， 它通过选择不同有相互影响的接触点，加强消费者对品牌的投入度Day in the Life, Snap, Points of Contact and the Strategic Impact Matrix are 360 tools生活中的一天,提示卡，接触点和策略矩阵，都是360度思考的工具,Workshop 2,为你的OO果汁写一个360的品牌策略ObjectiveTarget AudienceWho are they?Whats the block?The ChallengeBrand PrintBrand IdeaPoints of Contact,分享与反馈,郭伟琼 Estela Kuo奥美行动营销中国董事总经理13901234632,