创业公司的营销与品牌管理-奥美中国36119备课讲稿.ppt

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1、创业公司的营销与品牌管创业公司的营销与品牌管理理-奥美中国奥美中国3611936119培训内容1.导言2.创业期中的营销工作推展与营销团队建立3.从品牌建立到品牌扫描到品牌面临的挑战4.360度品牌传播理论与360度世界中的创意5.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

2、新客户的初步接触与销售支持市场部功能的演进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Entrepreneu

3、rial Marketing创业营销创业营销Opportunistic Marketing机会营销机会营销Responsive Marketing回应营销回应营销Diversified Marketing多元营销多元营销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 dev

4、elop different offerings 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

5、level marketing 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 ma

6、rketing 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 pl

8、anning?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 Effe

9、ctiveness Audit营销效果检验360的品牌管理的品牌管理Ogilvy Worldwide 奥美集团Part of the largest global communication group,WPPAnnual 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 communicatio

10、n独步全球的整合传播理论AhmedabadAucklandBangaloreBangkok BeijingBrisbaneCalcuttaChennaiColomboDhakaGuangzhouHo Chi MinhHyderabad Hong KongIslamabadJakartaKarachiKuala LumpurLahoreManilaMelbourneMumbaiNew DelhiPuneSeoulShanghaiShenyangSingaporeSydneyTaipeiTokyoWellingtonLargest Network In Asia-Pacific.Ogilvy Ch

11、ina 奥美中国Ogilvy Beijing-230Ogilvy Beijing-230Ogilvy Shanghai-150Ogilvy Shanghai-150Ogilvy Guangzhou-83Ogilvy Guangzhou-83Ogilvy Hong Kong-300Ogilvy Hong Kong-300Total:1,127 staffsTotal:1,127 staffsOgilvy Taipei-364Ogilvy Taipei-36400-01 China Ranking 奥美中国传播集团排名1.Ogilvy&Mather 2.J Walter Thompson3.Bat

12、es4.DDB Worldwide5.Leo Burnett6.Saatchi&Saatchi7.Grey8.FCB9.Euro RSCG Partnership10.McCann-Erickson GuangmingSource:HK4As,based on consolidated incomeSource:HK4As,based on consolidated incomeWhat sets us apart isthe power of integrationin brand management.品牌管理的整合力量,让奥美独占鳌头What is a BRAND?品牌是什么品牌是什么?

13、“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 use it,as well as their own experience.“David Ogilvy 1955品牌是一个复杂的象征,是无形

14、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.How its advertised.传播的方式传播的方式Consumers Consumers impressions of its impressions of its users.users.消费者对使用消费者对使用者的印象者的印象History and reputation.History and reputation.历史和信誉历史和信誉Name and packaging.Name and packaging.名称

15、和包装名称和包装Products physical attributes.Products physical attributes.产品的实际组成产品的实际组成The totality affects the users The totality affects the users experience,and in turn defines the experience,and in turn defines the brand.brand.影响品牌和使用经验的影响品牌和使用经验的总体总体The totality of a brand.The totality of a brand.品牌的全

16、貌品牌的全貌TVCTVCNewspaper adNewspaper adMagazine adMagazine adRadio adRadio adWeb banners Web banners Outdoor ad Outdoor ad POPPOPRelationship Relationship MarketingMarketingRoadshowsRoadshowsSponsorshipSponsorshipUser base User base Age Age PsychographPsychographImage Image Income Income EducationEduca

17、tionAchievementAchievement“Negatives”“Negatives”HeritageHeritageCompany cultureCompany cultureFigureheadFigureheadHard facts Hard facts Soft news Soft news Social and political standingsSocial and political standingsCommunityCommunityinvolvementinvolvementTrade environmentTrade environmentStylesStyl

18、esMaterialsMaterialsFeaturesFeaturesTextureTextureColorsColorsPricePriceQuantityQuantityWeightWeightBrand LogoBrand LogoPackagingPackagingBrand nameBrand nameShopping bagShopping bagWebsiteWebsiteUniformUniformShowroomShowroomServiceServiceOgilvy 360 DegreesOgilvy 360 Degrees Brand Stewardship Brand

19、 Stewardship奥美奥美360360度品牌管家度品牌管家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

20、 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.Execution.Evaluation 洞察 点子 执行 评估The Elements 操作单元Brand ScanBrand AuditPoints of contactChallengeBrandPrint Idea点子BrandWorldExecutions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 Sca

21、nBrand AuditPoints of contactChallengeBrandPrint Idea点子BrandWorldExecutions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 ScanBrand AuditPoints of contactChallengeBrandPrint Idea点子BrandWorldExecutions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 ScanBrand AuditPoints of contactChallengeBrandPrint Ide

22、a点子BrandWorldExecutions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 ScanBrand AuditPoints of contactChallengeBrandPrint Idea点子BrandWorldExecutions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 ScanBrand AuditPoints of contactChallengeBrandPrint Idea点子BrandWorldExecutions品牌检验品牌写真品牌扫描接触点挑战品牌世界执行The El

23、ements 操作单元Brand ScanBrand AuditPoints of contactChallengeBrandPrint Idea点子BrandWorldExecutions品牌检验品牌写真品牌扫描接触点挑战品牌世界执行Creating a Brand World创造一个品牌世界Brand WorldBrand World品牌世界品牌世界Points of Contact接触点IdeaIdea点子点子Multiple Connections多维联系 The idea connects with the customer in multiple ways creating a s

24、ensory 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.Imagin

25、e 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 contact 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 m

26、ost 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 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,emotio

27、ns 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Colours色彩Workplace noises工作场所的声音CD collection收集的CDBookshelf书架Signals of their interests&activities感兴趣事情和活动Tools of their trade交易工具Magazines杂

28、志Diary of a day in the lifewords,film or photos 一天的日记、录影、照片Videoclips&vox pops视象短片或录音Logos of competitive brands竞争者的商标Chart history of category 产品类别历史图Logos of business partners商业伙伴的商标Competitive products竞争产品Articles on competitors有关竞争者的文章Framed family photos家庭相册Holiday snaps假日闲照Photos相片 Contents of

29、 their handbags手提袋中的内容 Photos of bedroom or kitchen居室、厨房的照片Day in the Life：Possible 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我们必须了解消费者的.Where they could Where they could be most involvedbe most involved在那里他们会在那里他们会融入得最深融入得最深What is happeningWhat is happening in their liv

30、es in their lives他们的生活中他们的生活中发生的事发生的事Stimuli Card提示卡 Where they could Where they could be most involvedbe most involved在那里他们会融入得最深What is happeningWhat is happening in their lives in their lives他们的生活中他们的生活中发生的事发生的事+Come up with possible points of contact计算出可能的接触点Using Your Impression of What Is Happ

31、ening 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 large 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？Wha

32、t 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 About Where the Brand Could Identify With the Customer思考在哪里品牌可以被消费者

33、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

34、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)different 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 ther

35、e 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The outer rim of the dial罗盘的外层Less Obvious Points of Contact不太明显的接触点Anything that allows us to link the brand to the customer in his o

36、r 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 Example 例子例子 Seagram Four Roses giveaway tattoos Seagram Four Roses giveaway tattoos 纹身纹身 A potted plant A potted plant 盆景盆景I came upon this wine cork at a party.I was sniffing it,and look and behold-I discovered a message,literally right

37、 under 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 BoykoA Wine Cork葡萄酒软木塞Have a Break小憩片刻Fun&Fitnessin an MTR Mi

38、rror轻松瘦身Long,long,long,long life-DuracellPlaced After Weather Reports on a Pager 传呼机上天气报告后Moving ThroughAt 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 points of contact-t

39、he 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 LazarusEvaluation评估Intensity of Involvement 投入强度How can a point of contact make the

40、 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？7894561231 2 34 5 67 8 9Intensity of involvement 融入强度Prioritising Points of Contact As a Team Using a Strategic Impact Matrix运用策略矩阵选择接触点Interpl

41、aypotential相互影响的潜力Summary 小结Interplay 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度思考的工具郭伟琼郭伟琼 Estela Kuo奥美行动营销中国董事总经理13901234632结束结束