西门子营销资料

单击以编辑母版标题样式,单击以编辑母版文本样式,第二级,第三级,第四级,第五级,*,A Brief Introduction To DSB,DSB is a local advertising agency serving international brands.,We do accurate and effective advertising.,The Service Which Is Fast & Perfect,The devotion and professionalism that we show in our team work have made us into a group of professionals with fast reaction. Thats the keystone of the service that we provide.,The fully-developed work flow arms our efficiency with quality guaranty. And we believe that only when efficiency goes with guaranteed quality is it valuable.,The professionalism and responsibility that we treasure and hold, as well as the conscientious and responsible spirits of our cooperators make sure that our job is done fast perfectly.,First-Class Cooperators (Production Home),TVC Production:,Yimou Zhang Production Unit,Taiwan Greatland Film Production Ltd.,Others,Print:,One of the investors of DSB -Hongkong Guest Advertising Co. It has a large printing house on Mainland China to guarantee fast service with premium quality.,Good relationship with Media:,Our 12-year promotion planning and production designing for Shanghai International TV Festival & Shanghai International Film Festival have brought us good relations with other cities across the land.,We Are Not After Size. We Are After Perfection,DSB is not a huge agency. It has less than 30 people. But its right that core team that we take strong pride in.,We dont turn to new clients easily. To provide good satisfying service to our current clients whom we always cherish is the best benefit and development for DSB.,DSB now serves only 5 clients, but each one of them is a world-wide famous brand.,The Brand We Serve,Siemens Home Appliances,Kodak (All-China Public Relations),Carrier Air Conditioning,Mitsubishi Elevator,Shanghai International TV Festival,Shanghai International Film Festival,DSB & Siemens Home Appliances,Even though DSB is not the sole agency for BSH, the growing-up of DSB can never happen without BSH. Siemens Home Appliances is indispensable in the soaring of the DSB reputation in its circle. More than half of the Award-winning works done by DSB in 1998 came from the trust from BSH in DSB. Something we need to say is all of the creative works that weve done strictly adhere to the brand definition and accurately aiming at the target consumers, we are not doing creative work for prize-winning, of course.,DSB & Siemens Home Appliances,Key members on our Siemens Team:,Siemens is DSBs most treasured client.,So the brand team is headed by our General Manager himself.,DSB & Siemens Home Appliances,Account director : Mr.,Stone Yang,Age:30,In Ad Business for :6 years,Brands served :,Wella,Uni-lever food,General,Sampo refrigerator,Sampo washing machine, Carrier, Mitsubishi Elevator ,Siemens Home Appliances.,Core members of our Siemens Team,Account Manager : Mr.Feng Xie,Age:28,In Ad Business for :5 years,Brands served :Wella,Changhong Electronics, Meiling refrigerator, China Telecom, China Unicom,Siemens Home Appliances,DSB & Siemens Home Appliances,Creative director :,Mr. Xiaoyun Chen,Age:37,In Ad Business for : 5 years,Brands served :,KFC, General,Dove, Ponds, Hazeline, Uni-lever, Kodak, Squibb, Duracell, Carrier, Mitsubishi Elevator, Siemens Home Appliances.,Core members of our Siemens Team,Art Director: Mr.Yin Liu,Age:37,In Ad Business for : 15 years,Brands served :,KFC, General,Dove, Ponds, Hazeline, Uni-lever, Kodak, Squibb, Duracell, Carrier, Mitsubishi Elevator, Siemens Home Appliances.,1999SIEMENS New RefrigeratorLaunch Campaign,Prepared for:BSH Home AppliancesCo.,Ltd.,Prepared by: DSB Advertising,Date:January ,1999,Content,Market and competitor analysis,ConsumersU&A,Branddefinition,Product core concept,Communication strategy,Mediastrategy,Promotionplan,Schedule,“Homeof Service” System,ASS plan,Market andCompetitor Analysis,Among180L-280L:,1999potentialvolume: 7.5mil,180L-280L:75%(5.6mil),others:25%(1.9mil),Haier,1999estimatedshareof Haier:40%,(2.2mil),Market Analysis,180-280L,Others,75%,25%,Remarks: The above figures areestimatedbased onthe statisticsof 1998,Source: Link Survey,Others,Ingredients ofHaier,s marketshare,Medium-price:48%1.05mil,Highly competitive,RongshenMeilingNationalElex Sharp Xinfei,High-price: 52% 1.15 mil,Dominant advantage,:,No strongrivals,Expensiveimported brands(Rmb1,000 higher),National,Sharp,1999New Siemens RF,potential,volume,:,1.15mil,Market Analysis,Source: Link Survey,SIEMENS,Strong POPsupport,New products development,Strength of enterprises,Haier,SIEMENS,Elecx,After-sales-service,CompetitorAnalysis,Highprice,Highquality,If Siemens can take up,17%,within high-price RF，,the objective of,0.19mil,volume can be achieved.,CompetitorAnalysis,Summary,The majoropportunity comes from the high-price marketdominatedby Haier。,Total99 potential volumeof Siemens targetmarket: 1.15mil,Haier,s brand reveals thestrengthof anenterprise, while its productis one packaged which sharesthe similaritywithotherbrands.,To snatch17% sharein high-price marketandachieve 0.19 mil sales volumein 1999, Siemens isrecommended tochallengeHaierwithhigh-quality products and similarprice.,CompetitorAnalysis,To achievethetarget of0.19mil salesvolume, weshould consider,：,The weak pointof Haier, Breakthroughpoint,The strength ofbrand andproduct of Siemens, Our nail,Howto efficientlycause(urge) targetconsumers,to changebrandthroughcommunication strategy,Ourhammer,Brand,Largegroupstrength,Goodafter-sales servicecare,respect,reassurance,Goodon-site exhibitionpower,Continuousnewproducts development,advancedtechnology,The advantage of Haier,Product,Thevarietyofstyles,moreoptions,Highprice,goodquality,Exporttrend,aworldwidebrand,Thelargenumberofbuyers,reassurance,CompetitorAnalysis,CompetitorAnalysis,ThedisadvantageofHaier,Brand,Perceivedimage,child,youngmen,youngwomen,(obscure,notintegrated),Brandrecognition,mainlyonthestrengthoftheenterpriseinsteadofthebranditself,Product,smalldifferentiationwithotherbrands。,Easier to change,consumers behavior,Siemens can differentiate itself with Haier,ConsumersU&A,ConsumersU&A,Six-steppurchaseprocess,TriggerConsiderSearchChooseBuyExperience,Upgradeorchangeoldrefrigerator,Newlymarried,Keymotivator:,-nonegative,association,-newbenefits,In-store,influences,-salesman,-posters,-counter,Life style,TVC,WOM,Size/type,Brand,Price,Features,Functions,Price,Brand,Press,Quality,assurance,Brand/,Producer,Price,Price,POS-,point of,sales,After-sales,service,Any,problems,A short,list of,brands,1-2,top of,mind,Problem,solving,Key motivator:,-solve all,current,problems,-new benefits,Self-improvement,Self-maintenance,Any,related,information,Fit with previous expectation?,ConsumersU&A,Purchasecriteria,Quality,Features/Functions,Size,Price,Convenientusage,Aftersalesservice,Brand,Manufacturer,Quite a few factors are being considered when purchasing a refrigerator. Consumers need to be provided as much information as possible .,Direct and concrete information is what consumers need. Convenient message delivery is a good help.,ConsumersU&A,Sourceofawareness,0.00%,20.00%,40.00%,60.00%,80.00%,POS,WOM,TV+NP,Other,Whyon-siteexhibitionworks?,-,TVCisofinsufficient,similar,andconfusinginformation,-Carefulon-sitecomparisonis,needed,-Therecurringmeasuring,whiledeterminingtobuy,-Mostofthecurrentprintadsaimatonly,onebenefitpointatatime,whichmakes,itdifficultforconsumerstohaveaoverall,knowledgeoftherefrigerator.,ConsumersU&A,Summary,Theidealbrandlistisaccomplishedinthephaseofinformationaccumulation.Clearandoverallinformationisamust.,Theinitialdecisionismadeinstoresaftercomparison.Theon-siteexhibitioncandirectlyaffecttheconsumersopinion.,Thereisrecurringmeasuringwhilemakingfinaldecision,Agedbetween30and45,theownerofrefrigeratorwithaharmoniousfamily,higherlivingstandardthanothersandbefore,caringabouthispublicimageandeagertoberespected,easytobeattractedbymodernproductsbutlackofjudgement,wishingtobetoldtherealbenefit,regardingdinnerasanimportantpartoflife,toobusytogotomarketsfrequently,isafterrichervarietyoffood,takingrefrigeratorashispartnerofenjoyingthelife.,CommunicationTargetDescription,BrandDefinition,Thedifferencewithformerbranddefinition:,Former:self-centered,takingprideingivingashonor,someonewhoistoofarfromconsumers,anintangibleidol,Current:keepingintouchwithyou,anindeedfriend,Heisaversatileengineerandinventorwithrichexperience,aneasy-goingmaninreallifeof40yearsold.Friendsorneighborslikeaskinghimforhelpwhileintrouble.Healwaysintroduceyouthelatesttechnology,andteachesyouhowtorecognizeandusethemostadvancedlivingappliance.Apreciousconsultantofyourlife.,ProductConcept,ProductConcept,Consumersneeds,Fridge,-flexibleshelves,gooduseofspace,-smellnotmixed,不,不,串,串,味,-somesmalltightly-sealedtrays/boxes/drawers,neededforsome,specificissues,需要,小,小的,密,密封,盒,盒/,抽,抽屉,-removable and washablerubber ring,可,可拆卸门,封,封条,Freezer,-separate transparent drawers 透明,隔,隔离抽屉,-fast-freezing 速,冻,冻,-ice-making,制,制冰,The new Siemens RF fully meets the various storage needs of consumers,Source:AC Nielsen,Siemens,-Delicate design from inside out,-Uniqueandpractical functions,-ECP,-LED,-Memoryalarm,Competitor,Haier,- power-saving,-No-frost,-CFC-free,-fresh-keeping,-Health,-Nutrition,Consumer,28-45 old，householdincomepermonth aboveRMB2500,theycare more aboutthefunction, price,capacity. Be concernedabout after-saleservice,theattractionof brandtothemismerely asupplement.They are aftera higherlife.,An intellectualRF withelaborate,design everywhere,处处设计,精,精到的智,能,能冰箱,ProductCoreConcept,Communication Strategy,KeyIssue inCommunication,Howto,prompt,Haiersconsumers,change brandin store,?,如何,促使,Haier的消费,者,者,在店头转,换,换品牌,？,Communication Strategy,Roleofcommunication,Usebrand tospur sales,Theformer branddefinitionisintangible,Farfromtheconsumers,ComparedtoHaier, Siemens electricappliance isnotwell-knownenough,Longterm isrequired tosetupa brand,Reinforce the brandawareness purely,TheAd effect will be neglectedin peaksales season,HighAdinvestment withloweffect,Unable to conveythemessageconsumers really care about,Unable to assuretheconsumers on the after-sales service,Focus mainlyonSP,Consumers hold anegative view towards the promotionutterlyforsales.Promotion takesloweffectforlarge electricalappliance likeRF.,It willeventually fallintothelow-price competition,andwillfail tosupportitselfat the high-price market.,Haier can respond swiftly.,Theweakpoint of product isconcerned.,Directlyface our target,，,，thrustoutourunique leading products,accumulate advantageandbreak through the Haierproductfrontline,getontotheideal buying list of consumers.,直接面对,目,目标对象,，,，全面推,出,出产品英,雄,雄,进入消费,者,者购买清,单,单,集中优势,突,突破海尔,的,的产品阵,地,地,Communication Strategy,FacetoFaceCommunication,面 对,面,面 的,沟,沟 通,The careful,consideration,of each detail,Get onto the buying list directly,Influence the decision,process and induce trial,Quality guarantee,and after-sales,service promise,Howto prompt Haiers consumerschange brandinstore?,如何促使,消,消费者在,店,店头转换,品,品牌,？,Communication Strategy,Where are we?,(Consumersc,urrent recognition towards Siemens）,Siemensmakes frige?Neverheard ofit,probably RMB 1000 higher than Haier. Onlytherichcanafford.Who isincharge of the after-sales service?Itstoofarfrom mylife.As amatterof fact,refrigerators functionsimilarly and Id ratherchooseHaier.Itsbetterthantheaverageandmycolleagues alsobought Haier. Iheard that the after-sales service of Haieris pretty good.Thoughitsa bit moreexpensive, Icanaffordit.Ifeel safe withit.Andit is also nobleenough.,Communication Strategy,Where are wegoing?,(,Theexpectedfeedback through Adcampaign ),NowI know whata good fridge islike. German technologyisconsiderate,advanced and practical.The interior components are all movable and combinable. Drawers are transparent. Afterpower failure,it tellsmetheto whatextent my food has gonebad.The temperature control isontheoutsideandcomputerized.the design issoelaborate that the quality mustbe reliable.Haierseems tolack something.Its greatif Ihave such arefrigerator athome.Idlikevery much knowtheprice.,Core benefit,Core benefit,Elaborately designed intellectual refrigerator,S,upport,Support,-,ECP智能温控,-LED display,-Memory alarm,-Elaborate design from,outside to inside,Contributions,Remarkable performance,Just what you want.,Expected feedback,SIEMENS refrigerator consider my need elaborately , I will sure go to the store to have a look,TheButton,Seeingisbelieving,眼见为,实,实,Media,PR,Hotline of service,-Goodcommunicationand consultation,- Introducethefunction, providethe buyingguide,-Create targetconsumersarchive,Face to facecommunication,面对面,的,的沟通,-Use print as core media, mix HP with FP,-Large on-site poster to inform the going on sale,-On-site light-box as a long-term reminder,-Large number of soft Ad,-Through R600a, publicize the environmental protection of Siemens,-The IT RF in the 21C,On-site exhibition,Demonstration,On-site activities,After-sales service,-Show product advantage,-Show the High-tech,-Create an atmosphere for Communications,-Guidance name card,-Guidance presentation,-function demonstration,-Q&A,-Product exhibition,-“Take a look and make a comparison”,-choose the Siemens life,-share the Siemens life,-after-sales service promise,-after-sales service card,-hotline,Urge the consumers to enter the stores,seeing is believing, and choose Siemens,from their ideal buying list,Communication Strategy,Theexpectedconsequence:,Idrather buySiemens thanHaier,PromotionPlan,PromotionPlan,Promotionplan1:Product demonstration-takea look,andmakea comparison,Objective:,Obtainconsumersinterestrightinthestore, introducetheunique functionsofSiemens Refrigerator.,Place:,Storeswithnice productdisplaysinbig cities,Time,weekendsallyeararoundafterproductlaunching,Description:,Afterdemonstration by sales girls,consumerspin thewheeloffortune andread outtheresult,then he willbegivensomesouvenirs.,SIEMENS,西 门,子,子,冰,冰 箱,杰出表,现,现，如,你,你所愿,西 门,子,子,冰,冰 箱,杰出表,现,现，如,你,你所愿,SIEMENS,PromotionPlan,Promotionplan2：choosetheSiemenslife,Role of promotionplan,Itmust be consistentwiththebranddefinitionofSiemens refrigerator,abletoshow theimpactofSiemensasaninternational brand andrelieve peoples resistancetowardspromotion.,Toavoidanyfastreactiononcompetitorsside.,Theprizes forthepromotion mustbeabletoshow thebondsbetween Siemensrefrigerator andthemodern lifeinthe westsoastotriggeroffthe participantslongingthat kindofnoblelife.,PromotionPlan,Promotionplan2：choosetheSiemenslife,Promotionobjective,Toinfluencethe targetconsumers decision-makinginthebuying process,sothatthey chooseSiemens insteadofHaier.,Promotiontarget,InquirersatPOS withpurchaseintent,Time,April15,1999-July 31,1999,Place,25majorcities,200points of sales,PromotionPlan,Description:,Instoreswithgood productdisplay, Siemenssalesgirlexplainsanddemonstratesaimingat consumer withpurchaseintent.,Astoconsumerswithoutimmediatepurchasingdecision,givea packageofSiemensrefrigeratorinformation.Totalvolumeis500,000units.,Customerswhomail backlotteryticket, withevaluationofsalesgirl,beforegivendate,willhavechancetoget award.,InAugust, among customers,theelectionofthebestsalesgirl.,PromotionPlan,Content of information package,Siemens refrigeratorinformationbag,A letterwith Dr.Gutberlets signature,Siemens refrigeratorhand-out,Therefrigerator lotteryticket andcomment on sales girls,SiemensrefrigeratorVCD,Siemens refrigeratorsalesgirl namecard.,Target audienceenter,display area,Service girl explain,and demo,Screening,Give information set,Elect best,service girl,Read information,Purchaser,Audience without,purchase intention,Audience with,purchase intention,Mail back,Lucky draw,Promotionprocedure,PromotionPlan,Activity evaluation,A large-scale campaign shouldbe launched when theproduct is puton market. Thelarge scale itselfmay also play big roles in thesecondarycities withoutthesupport ofadvertisement.,The expected rate :15-20%rateof reclamationwitha total of 85000 people.,Makethe issuing rate andtherecoveringrateas the dual evaluation standard, including ashoppingguideaward setforsalesgirls with thejudgementandevaluationfrombuyers, so toguaranteethe effectiveness oftheactivity as well asimprove serviceprovidedby the sales guides.,PromotionPlan,Market share ofHaier, from Jan toOct,1998,SP1,Whatto do?,Source: LINK Survey,PromotionPlan,Mainobjective,Enhance sales volumein off-season,；,；produce the WOM。,Target,Siemens ownersand theirfriends intending tobuyrefrigerators,Period,August 15,1999-October 5.1999,Region:,Top 20 cities (basedon salesvolume) inthefirstphase,Promotionplan3:Sharethelifeof Siemens,PromotionPlan,Promotionplan3: Share the Siemenslife,contents,SendeverySiemens user from the consumers archive a letterwiththenameof “Siemens Home ofService” basedon the consumers archive.Thetotal：200,000(includingthewashing machineusers -100,000）。,The letterincludes:,One thank-you letterwithMr.Gerke,s signature,A “Share the Siemenslife,”,” coupon (values Rmb200）,An opinion-soliciting card,Consumerscan enjoyRMB 200 discount with thecoupon indesignated stores and can also participate in thelottery-drawing with the,“,“member-get-member”person.,Promotionprocedure,Homeof service,Receive the letter,Coupon delivered,Purchase,Feed back and,lottery,Mail back to HOS,WOM,Analysis,and evaluation,PromotionPlan,Promotionplan4: Super marketcontact,Background:,A s,upermarketis the very place that our targetaudience go, where we cancontact them in aneffectiveway.,Objective:,Develop the store right to theconsumers, home, shortentheprocess ofinformation collecting and purchase.,Method:,Havejointdirect sales with the largestsupermarket systemsineachcity.,Choose large supermarketslocated in high-class communities.,Put up postersand hand out leaflets insupermarkets.,Advise thetarget consumers tocontact the hotlinecenter orto just go tostores tomakea comparison.,Finally purchase ina nearby supermarket.,MediaStrategy,When?,Rmb:0000,SeasonallyAnalysis(,Jan97-Oct98,)/,category spending,1997,1998,Peakseason,Peakseason,The spending trend of 98is similarto that of 97.Mayand June,are peak season, while after Aug, the investment turnsdown.,Rmb:0000,SeasonallyAnalysis(,Jan97-Oct98,)/,Haier,1997,1998,Peakseason,Continuousandeven,impact,in 98,Implications,Haierchanged its adpattern in 98- more consistent and even.,Recommendations,Peakseason iswhatSiemens shouldfocuson to supportthe newly-launched RF.,New Yearseveis also anopportunity tosustain the impactand standout from mediaclutter.,Where?,Market Prioritization,Principles-,Prioritize key markets in terms of following factors:,1. Market Potential,Population,Number of refrigerators owned per household,Household income,2. Category Media Spending by market,Market Prioritization,Source: ChineseStatistics Yearbookof 98,Market Prioritization,Source: ChineseStatistics Yearbookof 98,Market Prioritization,Source: ChineseStatistics Yearbookof 98,Market Prioritization/,Hierarchy,GD,SH,SC,YN,SD,ZJ,JS,HeN,HuN,LN,BJ,HuB,GX,HeB,FJ,AH,XJ,GS,XZ,NX,TJ,HLJ,JX,SaX,GuZ,JL,SX,HaN,NMG,QH,33-44,Highpotential,markets,44,Keymarkets,What?,We say,Print.(,withthesupportofSoftAd,),Whynotuseother media?,Thehardnessofdetail message delivery.,Thesimilarinformationdelivered byTVCiseasytoconfuse.,(Revealed byrelevant research by ACNielsen),How?,MixFullPage with HalfPage,FP is used in,launching period,HP is used in,sustaining period,Maximizethe,OTS,deep impression,SustaintheAd impact,withcontinuousreminder,Media Strategy,When ?,Concentrate on peak season and New Year Eve,Apr - Jul and Oct - Dec 99, pulsing campaign pattern,in off-season,Where ?,Important markets and focus on major provincial,cities,What ?,Deploy Print as core media , with the support of,soft Ad (further negotiation required for the availability),How ?,Utilize FP in launching period to maximize the,product awareness, and HP in sustaining stage to,remind,