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1、,BrandManagementProcess,BrandDiagnosis,STEP 1,BrandPerspective,STEP 2,BrandCulture,STEP 3,BrandCommunication,STEP 4,Case 064,Business Contents,Category 1,Category 2,Category 3,Category 4,Sub_category 01,Sub_category 02,Sub_category 03,Sub_category 04,Sub_category 01,Sub_category 02,Sub_category 01,S
2、ub_category 02,Sub_category 01,Sub_category 02,eSolution,consulting,strategy,Model of Sale Formation,Use existing Products,STEP 1,STEP 2,STEP 3,STEP 4,Become Aware of New,New Product is Available,Buy New Product,锐普PPT论坛chinakui收集,Safety needs,Social needs,Esteem needs,SelfActualizationneeds,NEEDSAna
3、lysis,-,-,-,-,-,Case 067,Brand Management Process,Step1Media mix,Step2Target mix,STEP 3Brand mix,STEP 4Seasonality,STEP 5Regional mix,Process Completed,Renewal Category,SearchSystem,CommunityShop,WebDesign,RecruitSystem,Mailingsystem,advertising,creative,Media planning,measurability,concept,1,2,2,2,
4、0,Case 070,?,Are you getting there?,?,Where are we?,?,Why are we there?,?,How could we get ther?,?,Where could we are?,T-plan,Case 071,attention,interest,desire,memory,action,AIDMA,Estelmo Lews,.AIDMA.1.Attention-.2.Interest-.3.Desire-.4.Memory-.5.Action-.,Web Design,SearchSystem,RecruitSystem,Commu
5、nityShop,Mailingsystem Admin tool,Site System,/System,&,System,RENEWAL,Case 072,Rogers,Latemajority,laggard,Social factors,(Target Market),(Consumer Promise),(Support),(Personality),Case 074,Case 075,TV?,?,TV?,?,?,FTP,Process,ADMIN,/,Case 077,What is the Brand?,Rational product features.,attributes,
6、What will It dofor me?,Rational expectations as aResult of use.,benefits,What kind ofperson woluld it be?,Basic human values-the endEmotional rewards one expectsFrom using the brand.,values,What does it meanto me?,The image of the brand.AsElicited in terms of human Characteristics.,personality,What
7、is the enduringCore of the brand?,Every brand has a“soil”which creates it and identifies it.,essence,The brand,锐普PPT论坛chinakui收集,STEP 07,STEP 06,STEP 05,STEP 04,&,STEP 03,STEP 02,STEP 01,ERP,Sales coupon/stamp,Service contest,Early Buying Deal,Push manager,Rebate,Demonstrator,Premium/Incentive,Conte
8、st,Price deal,allowance,Rebate,Dealer service,Sampling,DM/Event/DH,Exhibition,Display stand,ERPSYSTEM,/,/,/,/,MRP/MPS,/,PR consulting,Crisis management,Investor relations,MediaRelations,Event management,Database marketing,Marketing promotion,Production,On-line PR,PR consulting,Crisis management,Inve
9、stor relations,Media relations,Event management,Database marketing,Marketing promotion,Production,On-line PR,Internet Host,Windows forWorkgroups,Windows 95&98,Apple MacintoshSystem,Windows NT,IBM Mainframe,TCP/IP,NetworkPrinter,UNIXSystem,VMSSystem,Windows2000,PR AGENCY,PR consulting,Crisis manageme
10、nt,Media relations,Event management,Marketing promotion,On-line PR,Investor relations,Database marketing,Production,Advertising,Internet Host,Windows for Workgroups,Windows 95&Windows 98,Apple Macintosh System,IBM Mainframe,Windows NT,Windows 2000,MS Lan Manager,UNIX System,Network Printer,VMS Syste
11、m,PART,Trade allowanes,Price offs,In-on or near-packs,Sampling,Coupons,Trade coupons,Free-in-the-mailPremiums,Self-liquidatingPremiums,Contests&Sweepstakes,Refund offers,Bonus packs,Stamp&Continuity plans,2003,5.0,Try again!,Try Again,“”.,powerPT,Template,StoryBoard,Design,Setting,Plan,Powerful Pres
12、entation Design Products Process,with designer,PresentationDesign,PresentationDesign,2005.05()/MOU2004.09(,)2004.07(KIDP)2004.07()MOU 2004.05 2003()2003.03 27()2002.09 PT shop 2001.12 SK ISAC 2002 1999.03 97(),(2005.01.01),()(,),1,4,3,2,3.PT Training,Color,Gif animation image,III.,.,.,2.3,Content,Vi
13、sual,Delivery,DESIGNSCHOOL,INJECTIONSCHOOL,EXTRUSIONSCHOOL,TECHSCHOOL,Package,Fast Growth,The First&Flagship Products Premium Products,Profit Management Professional Marketers,Brand Recognition Marketing Clinic In-store Communication PR,Quality&SVC Marketing,Mid,Long-term Sales Goal Strategies by Ma
14、rket Fast Execution,Product Leadership,People Leadership,Market Leadership,Major Strategic Issues,/,/,_,Gif,/,SGH-Z500,Design&Display,262K Color TFT(Internal)65K Color OLED(External)89x44x24.5mm,95g,Multimedia,Megapixel/VGA Camera MPEG4 Recording 2X Digital Zoom MP3,AAC,AAC+Player,Others,Bluetooth/U
15、SB Digital Power Amp E-mail/SyncML TransFlash Memory,3G Functionality,Video Telephony Video Streaming Video Messaging,Product Overview,16%,14%,70%,North America,Europe,Others,Top Tier Competition,Top Tier Competition,Top Tier Competition,Although This broke into the Global Top 3 in 2004,there is sti
16、ll a big gap to be overcome in the North American&European markets,A BIG GAP,0,10,20,30,40,50,60,70,80,90,100,1988,1999,2000,2001,2002,2003,2004,(Units),Export,7.6,17,22,29,42,55.7,86.5,Strong Sales Performance:03 55.7M 04 86.5M(55%),Sustainable Sales Growth,0,20000,40000,60000,80000,100000,120000,1
17、40000,160000,180000,200000,2000,2001,2002,2003,2004,308,465,410,615,110,669,Total,-SKT,KTF,LGT 10%-KT,(,),:,.com,農,休,住,5,5,2,锐普PPT论坛chinakui收集,(04-08),(00-04),(08-12),2,2,04,0506,0607,07,(),U.S.A,Australia,Japan,EU,Meetings of Convention Bodies,RIS,Human,BenefitGap,(Governance),(RIS),21C,(,)Know-how
18、,07,06,06,T/F,(06),(0709),(10),3,-,(Workaholic),2000 G5,3,21-2000 2000,2000-,?,21,1,2,3,4,5,Manager(),Supervisor(),QA,In/Outbound 5(4),In/Outbound 4(2)/,QA 2(2),Staff,Synergy,FIFA Top Brand,3G,When,What,How,2G,1G,Are we ready for 3G?,T/F,Customer satisfaction,Mobile,Any-Place,Any-Time,Any-Network,An
19、y-Content,Any-Device,Any-Place,Any-Time,Any-Network,Any-Content,Any-Device,Iconin the age of high income,high expenditure,Premium-class ocean leisure districtin harmony with the sea,Institute,DIGITAL,DIGITAL DIGITAL DIGITAL DIGITAL DIGITAL DIGITAL,3,Management,Culture,People,People/,Contents,1.,2.,3.,Company Overview,Sales Activity,Procurement,Reference,4.,1.,2.,3.,Company Overview,Sales Activity,Procurement,Reference,4.,2.,TV,
