創(chuàng)業(yè)公司的營銷與品牌管理

1、By Estela Kuo 郭偉瓊,創(chuàng)業(yè)公司的營銷與品牌管理,培訓(xùn)內(nèi)容,導(dǎo)言創(chuàng)業(yè)期中的營銷工作推展與營銷團(tuán)隊建立從品牌建立到品牌掃描到品牌面臨的挑戰(zhàn)360度品牌傳播理論與360度世界中的創(chuàng)意案例分享,想像你剛剛成立了一個公司...,剛開始,人員的組成如何?個人的分工如何?業(yè)務(wù)會如何發(fā)展?隨著業(yè)務(wù)的發(fā)展,公司的人員和組織結(jié)構(gòu)會有什么變化?,市場部功能的演進(jìn),The Evolution of a Marketing Organ

2、ization,問題一管理層發(fā)現(xiàn)無法在營銷方面有足夠的關(guān)注力診斷準(zhǔn)備進(jìn)入第二個發(fā)展階段處方雇用一個市場部經(jīng)理 管理層繼續(xù)負(fù)責(zé)產(chǎn)品開發(fā)制訂價格; 以及新客戶的初步接觸與銷售支持,市場部功能的演進(jìn),The Evolution of a Marketing Organization,問題二產(chǎn)品或市場多到管理層難以協(xié)調(diào)診斷準(zhǔn)備進(jìn)入第三階段處方雇用產(chǎn)品經(jīng)理并給與銷售,廣告,調(diào)研的支持授權(quán)產(chǎn)品經(jīng)理管理市場工作管理層

3、負(fù)責(zé)市場策略,市場部功能的演進(jìn),The Evolution of a Marketing Organization,問題三目前市場規(guī)模下,成長有限診斷準(zhǔn)備進(jìn)入第三階段處方將市場工作下放到各個負(fù)責(zé)部門成立集團(tuán)市場部負(fù)責(zé)評估各部門市場計劃提供市場策劃,調(diào)研需要的知識與培訓(xùn)管理集團(tuán)的市場與傳播工作,市場部功能的演進(jìn),成長中企業(yè)的營銷組織階段,Entrepreneurial Marketing創(chuàng)業(yè)營銷Opportunis

4、tic Marketing機(jī)會營銷Responsive Marketing回應(yīng)營銷Diversified Marketing多元營銷,,,,Marketing Effectiveness Audit營銷效果檢驗(yàn),Customer Philosophy 客戶心理Does management recognize the importance of designing the company to serve the ne

5、eds and wants of chosen market?Does management develop different offerings and marketing plans for different segments of the market?Does management take a whole marketing system view (suppliers, channels, competitors,

6、customers, environment) in planning its business?,Marketing Effectiveness Audit營銷效果檢驗(yàn),Integrated marketing organization 整合營銷組織Is there high level marketing integration and control of the major marketing functions?Does

7、 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營銷效果檢驗(yàn),

8、Adequate marketing information 足夠的市場信息When were the latest marketing research studies of customers, buying influences, channels and competitors conducted?How well does management know the sales potential and profitabil

9、ity of different market segments, customers, territories, products, channels and order sizes?What effort is expended to measure the cost effectiveness of different marketing expenditures?,Marketing Effectiveness Audit營

10、銷效果檢驗(yàn),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 planning?,,Operational efficiency 操

11、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 e

12、ffectively to on the spot development?,Marketing Effectiveness Audit營銷效果檢驗(yàn),定做你的OO果汁!,Workshop 1,,,,游戲規(guī)則,現(xiàn)場分成__組每組分成管理層：負(fù)責(zé)做關(guān)鍵決策總裁辦：負(fù)責(zé)針對管理層的決策做細(xì)化的執(zhí)行方案，并且向研發(fā)和市場人員下達(dá)指令研發(fā)和市場人員：負(fù)責(zé)研發(fā)產(chǎn)品和制定市場方案,題目,你是OO果汁的研發(fā)/市場部負(fù)責(zé)人。現(xiàn)在市面上的果汁競爭

13、激烈，主要競爭對手XX果汁也在研發(fā)類似的產(chǎn)品。你必須在現(xiàn)在的品類上，在不增加生產(chǎn)設(shè)備投資的基礎(chǔ)上，開發(fā)出一種能和競爭對手有明顯優(yōu)勢的新品種果汁。當(dāng)然，除了口味上的區(qū)隔，最重要的是拿出一個具有競爭力的產(chǎn)品定位！,OO果汁新產(chǎn)品發(fā)布會,分組1分組2分組3。。。,,,,在游戲結(jié)束后……,在變化的過程中，你的感覺？在游戲開始前，和游戲后，你的感覺有什么不同？隨著游戲的開展，你的小組有什么變化？這種變化是怎么產(chǎn)生的？不斷的變化對你們正

14、在研發(fā)的產(chǎn)品有什么影響？你們最終得到一個成功的果汁嗎？為什么？這個游戲跟你在現(xiàn)實(shí)生活中對付變化的經(jīng)歷有什么類似？緊張的時間壓迫對于不同的人有不同的影響嗎？你對自己有什么觀察和了解？你在這個游戲中如何應(yīng)付不斷的變化和挑戰(zhàn)？你在工作中能有什么不同的做法，來幫助自己和團(tuán)隊?wèi)?yīng)付突如其來的變化？,360º的品牌管理,,,,,Ogilvy Worldwide 奧美集團(tuán),Part of the largest global comm

15、unication group, WPPAnnual billing US$8.3 billion90 countries, 312 officesGlobal client service network 全球客戶服務(wù)網(wǎng)絡(luò)Leading skills on brand building and management 領(lǐng)先的品牌建立與管理技巧Global leadership on integrated communicat

16、ion獨(dú)步全球的整合傳播理論,,AhmedabadAucklandBangaloreBangkok BeijingBrisbaneCalcuttaChennaiColomboDhakaGuangzhouHo Chi MinhHyderabad Hong KongIslamabadJakarta,KarachiKuala LumpurLahoreManilaMelbour

17、neMumbaiNew DelhiPuneSeoulShanghaiShenyangSingaporeSydneyTaipeiTokyoWellington,Largest Network In Asia-Pacific,,,Ogilvy China 奧美中國,Ogilvy Beijing - 230,Ogilvy Shanghai - 150,Ogilvy Guangzhou - 83,Ogilvy Ho

18、ng Kong - 300,Total: 1,127 staffs,Ogilvy Taipei - 364,,,,,,’00-‘01 China Ranking 奧美中國傳播集團(tuán)排名,1.Ogilvy&Mather 2.J Walter Thompson3.Bates4.DDB Worldwide5.Leo Burnett6.Saatchi & Saatchi7.Grey8.

19、FCB9.Euro RSCG Partnership10. McCann-Erickson Guangming,Source: HK4As,based on consolidated income,What sets us apart isthe power of integrationin brand management.品牌管理的整合力量,讓奧美獨(dú)占鰲頭,What is a BRAND?品牌是什么?,,“ A

20、 brand is a complex symbol. It is the intangible sum of a product’s attributes, its name, packaging, and price, its history and reputation, and the way it’s advertised. A brand is also defined by consumers’ impressions o

21、f the people who use it, as well as their own experience. “David Ogilvy 1955品牌是一個復(fù)雜的象征,是無形的產(chǎn)品元素的總和,包括包裝,名稱,價格,歷史,信譽(yù),還有傳播的方式. 品牌是由使用者基于印象和使用經(jīng)驗(yàn)來定義的.1955年大衛(wèi)奧格威,,How it’s advertised.傳播的方式,Consumers’ impressions of its

22、 users.消費(fèi)者對使用者的印象,History and reputation.歷史和信譽(yù),Name and packaging.名稱和包裝,Product’s physical attributes.產(chǎn)品的實(shí)際組成,The totality of a brand.品牌的全貌,TVCNewspaper adMagazine adRadio adWeb banners,Outdoor ad POPRel

23、ationship MarketingRoadshowsSponsorship,User base Age PsychographImage,Income EducationAchievement “Negatives”,HeritageCompany cultureFigureheadHard facts,Soft news Social and political standings

24、CommunityinvolvementTrade environment,StylesMaterialsFeaturesTexture,ColorsPriceQuantityWeight,Brand LogoPackagingBrand nameShopping bag,WebsiteUniformShowroomService,,Ogilvy 360 Degrees Bran

25、d Stewardship奧美360度品牌管家,,,,360 Degrees Brand Stewardship360度品牌管家,Advertising廣告,PublicRelations 公關(guān),Activation 行動營銷,Identity視覺管理,DirectMarketing直效營銷,Interactive互動,,,,360 Degrees Brand Stewardship360度品牌管家,We place yo

26、ur brand in the centre 把品牌放在中心點(diǎn)And build it to its full potential 發(fā)揮全部的潛力Crossing disciplines in a 360 Degrees way 跨專業(yè)Crossing borders 跨地域Challenging barriers 挑戰(zhàn)障礙Taking it all the way through 直到終點(diǎn)Insight...Idea

27、s ...Execution ...Evaluation 洞察 點(diǎn)子 執(zhí)行 評估,,,The Elements 操作單元,,Brand Scan,,Brand Audit,,Points of contact,品牌檢驗(yàn),品牌寫真,品牌掃描,接觸點(diǎn),挑戰(zhàn),品牌世界,執(zhí)行,,,The Elements 操作單元,,Brand Scan,,Brand Audit,,Points of co

28、ntact,品牌檢驗(yàn),品牌寫真,品牌掃描,接觸點(diǎn),挑戰(zhàn),品牌世界,執(zhí)行,,,,The Elements 操作單元,,Brand Scan,,Brand Audit,,Points of contact,品牌檢驗(yàn),品牌寫真,品牌掃描,接觸點(diǎn),挑戰(zhàn),品牌世界,執(zhí)行,,,,The Elements 操作單元,,Brand Scan,,Brand Audit,,Points of contact,品牌檢驗(yàn),品牌寫真,品牌掃描,接觸點(diǎn),挑戰(zhàn),

29、品牌世界,執(zhí)行,,,,The Elements 操作單元,,Brand Scan,,Brand Audit,,Points of contact,品牌檢驗(yàn),品牌寫真,品牌掃描,接觸點(diǎn),挑戰(zhàn),品牌世界,執(zhí)行,,,,The Elements 操作單元,,Brand Scan,,Brand Audit,,Points of contact,品牌檢驗(yàn),品牌寫真,品牌掃描,接觸點(diǎn),挑戰(zhàn),品牌世界,執(zhí)行,,,,,The Elements 操作單

30、元,,Brand Scan,,Brand Audit,,Points of contact,品牌檢驗(yàn),品牌寫真,品牌掃描,接觸點(diǎn),挑戰(zhàn),品牌世界,執(zhí)行,,,,What Have We Got?我們已經(jīng)知道什么？,We have interrogated the brand in a 360 way to find out its weaknesses - the Challenge我們已經(jīng)從360度角度審視品牌, 尋找它的弱點(diǎn)-

31、--品牌挑戰(zhàn)We have explored the subjective aspects of the brand to arrive at a BrandPrint我們已經(jīng)發(fā)掘出品牌的主要資料, 形成品牌寫真,What Have We Got?我們已經(jīng)知道什么？,Putting the BrandPrint together with the Challenge sparks the Idea我們把品牌寫真與品牌挑戰(zhàn)

32、加在一起, 激發(fā)出品牌點(diǎn)子We now have to take the Idea out into the world of the customers, and maximise their involvement我們必須將品牌點(diǎn)子帶入消費(fèi)者的世界, 盡量加強(qiáng)消費(fèi)者對品牌的融入度,Creating a Brand World創(chuàng)造一個品牌世界,,Brand World品牌世界,,Points of Contact接觸點(diǎn),

33、Idea點(diǎn)子,What We Are Trying to Do Differently我們試圖有哪些不同的做法?,Conventional Communication 傳統(tǒng)的傳播Single unconnected shots 單件欠聯(lián)系的活動,360º Communication360度的傳播Creates a Brand World which involves the custom創(chuàng)造一個可讓

34、消費(fèi)者融入的品牌世界An experience of the brand, not just the delivery of a communication一個品牌的體驗(yàn), 非僅僅訊息的傳遞,What Greater Involvement Is About較強(qiáng)的融入度是關(guān)于,Intensity 密集度A particular point of contact making the idea shine brighter

35、and thus involving the customer more可以讓品牌點(diǎn)子發(fā)光的接觸點(diǎn), 同時加深消費(fèi)者融入度Interplay 相互影響Different points of contact working together for greater overall involvement不同接觸點(diǎn)發(fā)揮共通作用, 以達(dá)到最大的融入度.,Multiple Connections多維聯(lián)系,The ide

36、a connects with the customer in multiple ways creating a sensory surround一個點(diǎn)子會以多種方式與消費(fèi)者相連接, 創(chuàng)造整體感受,,Different Points of Contact offers the Customer Different Encounters With the Brand 于不同的接觸點(diǎn), 消費(fèi)者與品牌有不同的接觸狀況,We can

37、create interplay between the encounters我們可以創(chuàng)造它們之間的相互影響,,,,,,,We can use this interplay to intensify involvement我們可以運(yùn)用這些相互影響加強(qiáng)消費(fèi)者的融入度,Close Your Eyes. Imagine Seeing a Fish閉上眼睛. 想象你正看到一條魚,Now close your eyes again an

38、d imagine being a fish現(xiàn)在再次閉上眼睛, 想象你自己就是一條魚,Being a Fish, not Seeing a Fish變成魚...不是看著魚,,,,,,,,,,,,,,,Points of Contact接觸點(diǎn),Explore the possible points of contact between the brand and its customers探究品牌與其消費(fèi)者之間的可能接觸點(diǎn)

39、Think about customers’ everyday lives - where do they most often think about and use the brand仔細(xì)想一下消費(fèi)者每天的生活, 在哪里他們會經(jīng)常想到或用到這個品牌,Some Techniques To Stimulate Point of Contact Opportunities 幾個幫助激發(fā)接觸點(diǎn)的技巧,Day in the Lif

40、e生活中的一天Stimuli card提示卡The Compass Dial指南針,Day in the Life生活中的一天,A stage-managed experience 一種人為的體驗(yàn)Surrounding the team with the environment, emotions and expressions of the customer/brand relationship以品牌與

41、消費(fèi)者產(chǎn)生關(guān)系的環(huán)境、情感和表情等包圍品牌團(tuán)隊Stimulating all their senses - sound, sight, touch, smell, taste刺激他們所有的感官---聽覺、視覺、觸覺、味覺等,Day in the Life ： Possible Stimuli生活的一天：可能的刺激,Things We Need to Know About Our Customers我們必須了解消費(fèi)者的…...,

42、,Where they could be most involved在那里他們會融入得最深,What is happening in their lives他們的生活中發(fā)生的事,Stimuli Card提示卡,,Where they could be most involved在那里他們會融入得最深,What is happening in their lives他們的生活中發(fā)生的事,+,Come up wit

43、h possible points of contact計算出可能的接觸點(diǎn),,,,,,,,,,,,,,,,,,,,,,,Using Your Impression of What Is Happening in the World at Large運(yùn)用你自己對身邊發(fā)生的事情的印象,What do you feel is happening in people’s lives that might affect their rela

44、tionship with the brand?哪些在現(xiàn)實(shí)生活中發(fā)生的事情，會影響到消費(fèi)者與本品牌的關(guān)系？Who or what do they specifically identify with in the world at large that the brand could pick up on?哪些他們所認(rèn)同的人或事，本品牌可以學(xué)習(xí)、利用得到？What is new in the marketplace that

45、 may influence the way they feel about the brand?市場中的哪些新發(fā)展可能會影響到消費(fèi)者對本品牌的感受？What do you imagine the competition could get up to that could damage that relationship?試想象一下， 競爭者做什么可能危及消費(fèi)者與本品牌之間的關(guān)系？,Thinking About Where

46、the Brand Could Identify With the Customer思考在哪里品牌可以被消費(fèi)者認(rèn)同,When are the brand’s customers most involved in the media they consume (time, place, behaviour and attitude of mind)?在哪些時間，本品牌的消費(fèi)者對媒體最投入？（時間、地點(diǎn)、行為、態(tài)度）Is there

47、 a natural media fit between the brand and its customers’ lifestyles? 本品牌和消費(fèi)者生活方式之間，是否存在自然的媒體配合？What is changing in the way the brand’s customers consume media?本品牌消費(fèi)者處理媒體的行為是否有所改變？,Thinking About Where the Brand Co

48、uld Identify With the Customer思考在哪里品牌可以被消費(fèi)者認(rèn)同,In what way could the use of media be tailored to intensify the relationship between : a) different messages? b) different target groups? 如何可以把媒體運(yùn)用得更貼身， 以加強(qiáng)特別情況下消費(fèi)者與品牌的關(guān)系

49、？a) 不同的信息b) 不同的目標(biāo)對象Is there a natural sequence to the choice or use of media in building greater involvement with the brand?在選擇和運(yùn)用媒體上，是否存在自然的順序，加強(qiáng)消費(fèi)者對品牌的投入度,More Obvious Points of Contact明顯的接觸點(diǎn),,Less Obvious Po

50、ints of Contact不太明顯的接觸點(diǎn),Anything that allows us to link the brand to the customer in his or her Brand World is a medium 任何讓品牌與消費(fèi)者品牌世界產(chǎn)生聯(lián)系的東西都是媒體,Example 例子 Seagram Four Roses giveaway tattoos 紋身 A potted plant 盆景,I

51、came upon this wine cork at a party. I was sniffing it, and look and behold -- I discovered a message, literally right under my nose. It says "Please visit our Web site at www.heron.com" So nowadays, this...

52、... 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 Boyko,A Wine Cork葡萄酒軟木塞,Have

53、 a Break小憩片刻,Fun & Fitnessin an MTR Mirror輕松瘦身,Long, long, long, long life - Duracell,Placed After Weather Reports on a Pager 傳呼機(jī)上天氣報告后,Moving Through,At this stage we have a number of possible points of contact

54、 through which the idea can connect with the customer 此刻我們有一系列與點(diǎn)子有關(guān)的品牌接觸點(diǎn),How do we then pick the best combination of points of contact - the Brand World we are creating?我們該如何選擇接觸點(diǎn)的最佳組合？,,Our ability to surround th

55、e consumer with the brand in ways that work effectively increases the value of what we offer exponentially我們用有效的方法包圍消費(fèi)者的能力,令我們的服務(wù)價值以倍數(shù)上升Shelly Lazarus,Evaluation評估,Intensity of Involvement 投入強(qiáng)度How can

56、a point of contact make the idea shine brighter?接觸點(diǎn)如何可讓點(diǎn)子變得更精彩？Interplay相互聯(lián)系How can different points of contact work together for greater overall involvement?不同的接觸點(diǎn)可如何起共通作用，讓強(qiáng)化整體品牌投入度？,Prioritising Points of Co

57、ntact As a Team Using a Strategic Impact Matrix運(yùn)用策略矩陣選擇接觸點(diǎn),,Interplaypotential相互影響的潛力,,Summary 小結(jié),Interplay and intensification improve results 相互影響和點(diǎn)子強(qiáng)化，可提升最終結(jié)果Brand World is a sensory surround that maximizes

58、 involvement through picking points of contact which will intensify involvement and working the interplay between them品牌世界是一個感覺的世界， 它通過選擇不同有相互影響的接觸點(diǎn)，加強(qiáng)消費(fèi)者對品牌的投入度Day in the Life, Snap, Points of Contact and the Strate

59、gic Impact Matrix are 360° tools生活中的一天,提示卡，接觸點(diǎn)和策略矩陣，都是360度思考的工具,Workshop 2,為你的OO果汁寫一個360º的品牌策略O(shè)bjectiveTarget AudienceWho are they?What’s the block?The ChallengeBrand PrintBrand IdeaPoints of Contact,