essence of marketing strategy(建立品牌的秘诀PPT)

,Click to edit Master title,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Chivalry 2011,按一下以編輯母片標題樣式,按一下以編輯母片文字樣式,第二層,第三層,第四層,第五層,*,*,*,按一下以編輯母片標題樣式,按一下以編輯母片文字樣式,第二層,第三層,第四層,第五層,*,*,*,Chivalry,25 Mar 2011,Terry Lee,Click to edit Master title,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,按一下以編輯母片標題樣式,按一下以編輯母片,第二層,第三層,第四層,第五層,*,*,*,Essence of Marketing Strategy,建立品牌的秘訣,Chivalry Management Consultancy,資訊爆炸的時代,心智運作模式趨向簡單化,媒體:商業TV,有線TV,衛星TV,收音机 AM,FM,報紙,雜誌,書籍 每天有1,000 本新書出版.,產品:一間便利店有上千種貨品,一間超級市場有上萬種貨品,每年有超過20,000種新產品走進市場。,美国專利局的註冊專利活泼的有450,000項,每年有25,000項新註冊。(美国囯会每年通过500項法規,州政府每年通过25,000法案.),廣告:傳统的媒體,互联网,。,在資訊爆炸的時代,我们只好建立防衛机制,並將信息處理簡单化。,2,2,Characteristics of our minds,我们的心智思維特徵,Minds are limited 我们的心智思維都有極限,Category ladder 品類階梯思維,Minds hate confusion 我们的心智思維不想混乱,愈成功的品牌愈不能隨意扩展业務領域。还有排他法則。,Keep it simple and relevant.简单化思維,連接新舊概念,如 horseless carriage.,Minds are insecure 我们常有不平安的意識,Risks風險(monetary,functional,physical,social,psychological),People buy what others buy,or look to others to help them make decision.羊羣心態、害怕作决策。,Minds dont change 心智思維一旦形成便很難改变,您还想用廣告建立新品牌嗎？,We dont see things as they are,we see things as we are.我们看見的、是自己。,Minds can lose focus 我们的心智思維容易失焦,Specialist brands often beat generic brands.專门品牌通常勝过普遍性品牌,Dominos Pizza達美樂 vs.Pizza Hut必勝客,Duracell金霸王(long-lasting alkaline batteries鹼性电池)vs.Eveready永備(flashlight,heavy-duty,rechargeable,and alkaline batteries),3,3,這些品牌有甚麽相同之處,?,4,4,Being first is key.,成為第一,What is the name of the first person to fly solo across the North Atlantic?,第一位駕飛机橫越大西洋的人是誰,?,Charles Lindbergh,林白,(1927,年從纽约直飛巴黎,),。第二位呢,?,What is the largest-selling book ever published?,全世界最暢銷的書是,?,The Bible,聖經。第二本是,?,What is the name of the first person to walk on the moon?,第一位登陸並踏上月球的人,?,Neil Armstrong,阿姆斯壯。第二位呢,?,What is the name of the first American president?,第一位美囯总统是誰,?,George Washington,华盛顿。第二任呢,?,What is the name of the highest mountain in the world?,世界最高山峯是,?,Mount Everest in the Himalayas,喜馬拉雅山的珠穆朗瑪峯,5,They were the first products.of their categories.,他们是各自品類的第一產品,6,市場領袖通常賺取最高利潤,7,B,D,E,C,A,15,20,Relative Market Share,0.125X,1X,0.25X,2X,0.5X,10,35,30,25,5,-5,0,Return on Capital Employed(%),相对市佔率與資本回報的典型关系,7,Perception(,心智,)Vs.Reality(,真实,),Perception is a process by which individuals organise and interpret their sensory impressions in order to give meaning to their environment.,The importance of perception is peoples behaviour is based on their perception of what reality is,not on reality itself.心智之所以重要,皆因人们行為乃建基於其心智所認為的事实,而非事实本身。,Perception may be wrong,but the consequences of those perceptions are real.人们的心智認識可能有錯誤,但這些心智引起的結果都是真实的。,8,Three ways to be first,成為第一的三種方法,The most direct way to achieve first-in-category status,of course,is to be truly the first to reach the market.真正的成為某品類的第一,Xerox was the first to introduce office photocopying in the 1960s.六十年代,施乐首先推出乾式复印机。,The second way is to usurp the position through marketing.透过有效的宣傳,Christopher Columbus哥倫布 vs.Amerigo Vespucci韋斯普奇,The very first mainframe computer sold was Remington Rand,but IBM became the first in the popular mind because of its massive marketing.IBM率先佔据心智,The first internet bookstore was P,but A was first in the mind.,The third way is to try to make some variation so the category can be perceived as a new category.That is,create a new category you can be first in(where we can count on a divergent market).創造新品類,Who is Amelia Earhart 埃爾哈特?,Charles Schwab in the US marketed itself as the first“discount brokerage firm.嘉信理財自我推廣為第一間折扣股票經紀行,9,The importance of being first,通过創造新品類成為第一而建立的品牌,A,亞馬遜,the first online bookstore,Band-Aid,邦迪,the first adhesive bandage,Carrier,開利,the first air conditioner,CNN,the first cable news network,Dell,戴尔,the first direct seller of PCs,Dominos,the first home-delivery pizza chain,Dr.Scholls,the first foot-care product,Duracell,金霸王,the first alkaline battery,ESPN,the first cable sports network,Evian,依云,the first expensive bottled water,Gatorade,佳得乐,the first sports drink,Gore-Tex,the first breathable waterproof cloth,Harvard,哈佛,the first college in the US,Heineken,喜力,the first imported beer,KFC,肯德基,the first fast-food chicken chain,Intel,英特尔,the first microprocessor,Nike,耐吉,the first athletic shoe,Palm,the first handheld computer,Pampers,幫宝适,the first disposable baby diaper,Pizza Hut,必勝客,the first pizza chain,PowerBar,the first energy bar,Q-Tips,the first cotton swab,Red Bull,红牛,the first energy drink,Reynolds Wrap,the first aluminum foil,Rolex,勞力士,the first expensive Swiss watch,Softsoap,the first liquid soap,Sun Microsystems,the first Unix workstation,Swatch,斯沃琪,the first fashion watch,Taco Bell,the first Mexican food chain,Tide,汰漬,the first detergent,Time,時代週刊,the first weekly news magazine,WD-40,the first super-lubricant,Wharton,the first business school,10,10,If you are not the market leader,how can you effectively compete with them?,如果您不是市場领袖,您怎樣跟他们競爭？,Attack strategy進攻策咯(frontal attack正面攻擊,flank attack側擊,guer