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1、锐普PPT论坛chinakui收集,Case 028,Mechanism,Consumer Benefit,Consumer value,Value for object,Just fit,In-control,Self-esteem,Communication Concept,Communication Concept,Different,Benefit,relation,Concept,文化,Name,Case 030,Brand image,New Brand Direction,Brand Naming,Case 031,BRANDIMAGE,Name,Case 032,LESS,MO
2、RE,Young age customer,Senile change of brand,Old age customer,Case 033,sales promotion,advertising,Publicrelations,Promotion,Case 034,PurchaseTicket,Ticket Bar-code,Onsite Purchase,Mobile,Mobile reservation,Regular reservation,Print At Home,ConstantMonitoringofEntranceAnd Exit,Internet reservation,M
3、obile,Print At Home,Gate,Bar Code reading,A brand,2005.10.20 21,Case 036,IDC Center,Main server,10Mbps,Academy,Town B,client,Town A,client,10Mbps,10Mbps,Star Topology,Case 037,Communication Concept,Different,Benefit,relation,Concept,Case 038,ERM,SRM,Service Coverage,PRM,Enterprise Risk Management,Pa
4、rtner RelationshipManagement,Supplier RelationsManagement,-Self Assessment-Business Risk Model,solutions,-IT application,Purchase Intelligence,Case 039,Benefit,Relation,Different,Concept,Case 040,36%,47%,17%,27%,30%,40%,Case 041,Name,BRAND IMAGE,BRAND IMAGE,Case 042,convenience,practicality,specialt
5、y,New Brand,.,Case 043,Thinker,Learn-feel-doInformative,Feeler,Feel-learn-doAffective,Doer,Do-learn-feelHabit formation,Reactor,do-feel-learnSelf satisfaction,40%,15%,20%,25%,Case 044,Maturity stage,PLC,Case 045,ClientOrientation,Media Promotion,Client,Agency,/,Agency,Client,Concept,/ideation,Planni
6、ng,Production,Execution,Case 046,Place(),Promotion(),Price(),Product(),4PS,锐普PPT论坛chinakui收集,Case 047,Product,Price,Promotion,Place,The process of planning and executing the conception pricing,promotion and distribution of goods,services and ideas to create exchange that satisfy individual and organ
7、izational objects.,Marketing,DD%,BB%,CC%,AA%,step3,BOOMUP,step1,BOOMUP,Brand Essence,fantasy,Personality,older|successful|attractive,Values,express self|confident,Benefits,fashionable lookfits mood,Brand strategy,(differentiation).,.,Client,Agency,/,Agency,Client,Concept,Media/Promotion,Planning,Cli
8、entorientation,Production,execution,/ideation,Strength,Weakness,Opportunity,Threat,SWOT,:20 pt text,:20 pt text,:20 pt text,:20 pt text,-,-,-,Weakness,Strength,Threat,Opportunity,SWOT Analysis,Place,Promotion,4PS,Price,Product,Distribution,Marketing,Product,Price,Promotion,45%,37%,10%,8%,12 100%,1,0
9、00,Growthrate,Share ofVoice,MarketShare,etc,75%,30%,45%,22%,Strategic AD management,Global sports marketing activities,Successful new product launch,Local-base marketing support,Case 057,30%,75%,22%,Share of Voice45%,Graph model,Grid model,1,2,(wagon),(),(),TV,(),Family Life Cycle,(6),(6),(),A thema
10、tic principleThemeObject base,A principle of distinctive fitUniqueharmony,An extrnsion PrincipleJusticeBasecopulative,A combinationPrincipleMedia mixComplement,Use existing Products,STEP 1,STEP 2,STEP 3,STEP 4,Become Aware of New,New Product is Available,Buy New Product,M A R K E T V A L U E,2008,20
11、06,2005,3000,5000,7000,/,/,/,/,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
12、_category 02,Sub_category 01,Sub_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,S
13、elfActualizationneeds,NEEDSAnalysis,-,-,-,-,-,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,
14、measurability,concept,1,2,2,2,0,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,Se
15、archSystem,RecruitSystem,CommunityShop,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
16、 product features.,attributes,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 Char
17、acteristics.,personality,What is the enduringCore of the brand?,Every brand has a“soil”which creates it and identifies it.,essence,The brand,Support,ADGoal,TargetMarket,ConsumerPromise,Personality,SystemInfra,CreativePower,PROJECTSUPPORTSYSTEM,MediaPower,PromotionStrategy,CommunicationStrategy,Marke
18、tingConsulting,*SYSTEM FLOW,STEP 1,STEP 2,STEP 3,STEP 4,Irrelevant characters,Relevant characters,Flot,Setting,Symbols,Mood,Leadcharacter,Flot,Setting,IrrelevantCharacters,Relevantcharacters,Symbols,Mood,Case 082,OSI ModelLayer,application,network,transport,session,presentation,data link,physical,1,
19、2,3,4,5,6,7,Form oracle,Case 083,Max marketing model,synergy,linkage,sales,Activ-ation,advertising,Accoun-tability,media,targeting,PRODUCTFUNCTIONS,BRAND NAME,GRAPHICS,PRDUCTDESIGN MIX,LOGOS/TRADEMARKMIX,PACKAGING,AUGMENTEDPRODUCTFEATURES,CONTENTS CASE 1,CONTENTS CASE 1,CONTENTS CASE 1,锐普PPT论坛chinak
20、ui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,Contest,Price deal,allowance,Rebate,Dealer service,Sampling,DM/Event/DH,Exhibition,Display stand,ERPSYSTEM,/,/,/,/,MRP/MPS,/,PR c
21、onsulting,Crisis management,Investor relations,MediaRelations,Event management,Database marketing,Marketing promotion,Production,On-line PR,PR consulting,Crisis management,Investor relations,Media relations,Event management,Database marketing,Marketing promotion,Production,On-line PR,Internet Host,W
22、indows forWorkgroups,Windows 95&98,Apple MacintoshSystem,Windows NT,IBM Mainframe,TCP/IP,NetworkPrinter,UNIXSystem,VMSSystem,Windows2000,PR AGENCY,PR consulting,Crisis management,Media relations,Event management,Marketing promotion,On-line PR,Investor relations,Database marketing,Production,Advertis
23、ing,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 System,PART,Trade allowanes,Price offs,In-on or near-packs,Sampling,Coupons,Trade coupons,Free-in-the-mailPremiums,Self-liquidati
24、ngPremiums,Contests&Sweepstakes,Refund offers,Bonus packs,Stamp&Continuity plans,2005,2006,2007,2008,2010,6,030,034,7,010,000,9,000,000,11,000,000,?,numeric,5 step,4 step,3 step,2 step,1 step,innovator,Earlyadaptor,Earlymajority,Latemajority,laggard,Different,Benefit,Relation,LA,Ontario,Miami,Santia
25、go,Tokyo,KualaLumpur,Jakarta,Sydney,Auckland,Shanghai,Dubai,Amman,Johanesburg,Beijing,Case 098,POLAND,EUROPE,Objective,2.Sales Activity,No.1 Wholesaler in Japan with integrated marketing system linking storage terminal and sales channel through on-line network up to 2010,10 Million kl,Sale volume in
26、 2010,Your Brain“On”Presentations,Right Brain,Left Brain,SensoryEmotions,impressionsImagistic,holisticHere and now,Logical,sequentialAnalytic,dataShort-term memoryDefense intensive,Presentation Impact,Brain Processes,IT,Try Again!,10,&200&200,3,1,5,4,2,锐普PPT论坛chinakui收集,OHP TV,PT PT PT PT,/,Update,P
27、T SHOP,P T S H O P,2003,5.0,Try again!,Try Again,“”.,powerPT,Template,StoryBoard,Design,Setting,Plan,Powerful Presentation 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
28、 ISAC 2002 1999.03 97(),(2005.01.01),()(,),1,4,3,2,3.PT Training,Color,Gif animation image,III.,.,.,2.3,Content,Visual,Delivery,DESIGNSCHOOL,INJECTIONSCHOOL,EXTRUSIONSCHOOL,TECHSCHOOL,Package,Fast Growth,The First&Flagship Products Premium Products,Profit Management Professional Marketers,Brand Reco
29、gnition Marketing Clinic In-store Communication PR,Quality&SVC Marketing,Mid,Long-term Sales Goal Strategies by Market Fast Execution,Product Leadership,People Leadership,Market Leadership,Major Strategic Issues,/,/,_,Gif,/,SGH-Z500,Design&Display,262K Color TFT(Internal)65K Color OLED(External)89x4
30、4x24.5mm,95g,Multimedia,Megapixel/VGA Camera MPEG4 Recording 2X Digital Zoom MP3,AAC,AAC+Player,Others,Bluetooth/USB 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 Co
31、mpetition,Top Tier Competition,Top Tier Competition,Although This broke into the Global Top 3 in 2004,there is still 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,
