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1、, ,Template,Story Board,Design,Setting,Plan,Powerful Presentation Design Products Process,with designer,Presentation Design,Presentation Design,Internet Host,Windows for Workgroups,Windows 95 & 98,Apple Macintosh System,Windows NT,IBM Mainframe,TCP/IP,Network Printer,UNIX System,VMS System,Windows 2
2、000,Case 082,OSI Model Layer,application,network,transport,session,presentation,data link,physical,1,2,3,4,5,6,7,Form oracle, , , ,Mobile ,Any- Place,Any- Time,Any- Network,Any- Content,Any- Device,Any- Place,Any- Time,Any- Network,Any- Content,Any- Device, ,/ , ,/ , , /, ,/ , , , , , , , , ,Use exi
3、sting 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,2008,2006,2005,3000,5000,7000,Brand Management Process,Brand Diagnosis,STEP 1,Brand Perspective,STEP 2,Brand Culture,STEP 3,Brand Communication,STEP 4,Case 064,Business Conte
4、nts,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,Sub_category 02,Sub_category 01,Sub_category 02,eSolution,consulting,strategy,Model of Sale Formation,Use existing Products,STEP 1,STEP 2,ST
5、EP 3,STEP 4,Become Aware of New,New Product is Available,Buy New Product,Safety needs,Social needs,Esteem needs,Self Actualization needs,NEEDS Analysis,- - , - ,- , - ,- - , ,Case 067,Brand Management Process,Step1 Media mix,Step2 Target mix,STEP 3 Brand mix,STEP 4 Seasonality,STEP 5 Regional mix,Pr
6、ocess Completed,Renewal Category,Search System,Community Shop,Web Design,Recruit System,Mailing system, ,advertising,creative,Media planning,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-pla
7、n,Case 071,attention,interest,desire,memory,action,AIDMA,Estelmo Lews, . AIDMA . 1. Attention - . 2. Interest - . 3. Desire - . 4. Memory - . . 5. Action - ., ,Web Design,Search System,Recruit System,Community Shop,Mailing system Admin tool,Site System , / System , & , System , ,RENEWAL,Case 072,Rog
8、ers , ,Late majority, ,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,What will It do for me?,Rational expectations as
9、 a Result of use.,benefits,What kind of person woluld it be?,Basic human values-the end Emotional rewards one expects From using the brand.,values,What does it mean to me?,The image of the brand. As Elicited in terms of human Characteristics.,personality,What is the enduring Core of the brand?,Every
10、 brand has a “soil” which creates it and identifies it.,essence,The brand,Support,AD Goal,Target Market,Consumer Promise,Personality,System Infra,Creative Power,PROJECT SUPPORT SYSTEM,Media Power,Promotion Strategy,Communication Strategy,Marketing Consulting,* SYSTEM FLOW,STEP 1,STEP 2,STEP 3,STEP 4
11、,Irrelevant characters,Relevant characters,Flot,Setting,Symbols,Mood,Lead character,Flot,Setting,Irrelevant Characters,Relevant characters,Symbols,Mood,Case 083,Max marketing model, ,synergy,linkage,sales,Activ- ation,advertising,Accoun- tability,media,targeting,PRODUCT FUNCTIONS,BRAND NAME,GRAPHICS
12、,PRDUCT DESIGN MIX,LOGOS / TRADEMARK MIX,PACKAGING,AUGMENTED PRODUCT FEATURES,CONTENTS CASE 1,CONTENTS CASE 1,CONTENTS CASE 1, ,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,Demon
13、strator,Premium/Incentive,Contest,Price deal,allowance,Rebate,Dealer service,Sampling,DM/Event/DH,Exhibition,Display stand,ERP SYSTEM,/,/,/,/,MRP/MPS,/,PR consulting,Crisis management,Investor relations,Media Relations,Event management,Database marketing,Marketing promotion,Production,On-line PR,PR
14、consulting,Crisis management,Investor relations,Media relations,Event management,Database marketing,Marketing promotion,Production,On-line PR,PR AGENCY,PR consulting,Crisis management,Media relations,Event management,Marketing promotion,On-line PR,Investor relations,Database marketing,Production,Adv
15、ertising,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,P A R T,Trade allowanes,Price offs,In-on or near-packs,Sampling,Coupons,Trade coupons,Free-in-the-mail Premiums,Sel
16、f-liquidating Premiums,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,Early adaptor,Early majority,Late majority,laggard,Different,Benefit,Relation,LA,O
17、ntario,Miami,Santiago,Tokyo,Kuala Lumpur,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 M
18、illion kl,Sale volume in 2010,Your Brain “On” Presentations,Right Brain,Left Brain,Sensory Emotions, impressions Imagistic, holistic Here and now,Logical, sequential Analytic, data Short-term memory Defense intensive,Presentation Impact,Brain Processes, ,IT , , , , , ,Try Again! , 10 , & 200 & 200,3
19、,1,5,4,2, , , , , , , , OHP TV , PT PT PT PT, / , Update , , , , , , , , PT SHOP ,P T S H O P, , , , , , , , , , , , , , , 2003 , 5.0 , , ,Try again! , , , , , ,Try Again, , ,“ ” .,powerPT,2005.05 () / MOU 2004.09 (, ) 2004.07 (KIDP) 2004.07 () MOU 2004.05 2003 () 2003.03 27() 2002.09 PT shop 2001.1
20、2 SK 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,DESIGN SCHOOL,INJECTION SCHOOL,EXTRUSION SCHOOL,TECH SCHOOL, , Package, , ,Fast Growth,The First & Flags
21、hip 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 Market Fast Execution,Product Leadership,People Leadership,Market Leadership,Major Strategic Issues,/,
22、, , ,/, , , , , , , _, , , , , 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 / USB Digital Power Amp E-mail / SyncML TransFlash
23、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 still a big gap to be overcome in the North Amer
24、ican & 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,0,20000,40000,60000,80000,100000,120000,140000,160000,180000,200000,2000,2001,20
25、02,2003,2004, ,308,465,410,615,110,669,Total, , , , , , ,45,15,9,5, ,6,20, , , , , , , .,40,57,63,60,33,3,10,20,23,25,21,27,Top Brand,PC,Top Brand,PC,Top Brand,PC,Top Brand,PC,2004,2002,2001,2003,Brand Recognition(%),Top Tier Competition Brand Recognition,Big Gap, ,2007,2008,2009,2010,FIFA,Olympic,S
26、outh Africa World Cup,Beijing Olympic,Womens World Cup China,World Youth Championship,Vancouver Winter Olympic,U-17 World Championship, , , ,/, , ,37%,25%,59%,Fast Growth,L,Lemon, Lemonade, Lemon oil,B,Banana, Banana cake,P,Persimmon, Persimmon leaf tea,P,Papaya, Wonder Fruits,W,Watermelon, Watermel
27、on juice,Major Tasks,Goals for Growth,SMS,LBS,Photo Mail,Multimedia Streaming,MOD,VOD,Multimedia Live Streaming,Live TV,Video Telephony,Txt based Information Service,Live Bell Live Screen,Basic LBS,Poly Bell,Java Game,Animated Image,Photo Screensaver,High Volume multimedia service,Text based low vol
28、ume data service,1G,2G,2.5G,3G/4G,Mobile Service Evolution,IT industry,Tourism industry,Environmental industry,Key Strategic Industry of the 21st Century,Key Strategic Industry of the 21st Century, , , , , . , () . Digital Presentation Frontier, 21 . . , . () , , .,() ,262K TFT LCD,16M QVGA LCD,65K
29、OLED LCD,Supports high-resolution color, larger-than-average displays,176x220 pixels,128x160 pixels,320x240 pixels,Multimedia Expertise : Display Leadership,Business,Conference,Debate,Service with a Company, , ! ! ! !,Now it is time for you,to make the best choice, , , , , , , , , , , , ,Media & Exp
30、osure, , , ,Bloomberg System,Voice mail Service,Mobile Business,Provides a free business environment where you can get wireless Internet access,Eight different languages,The Bloomberg service to access the worlds financial information 24 hours a day,Infomobile phone system, ,Icon in the age of high
31、income, high expenditure,Premium-class ocean leisure district in harmony with the sea, , , ,Bloomberg System,Voice mail Service,Mobile Business,Provides a free business environment where you can get wireless Internet access,Eight different languages,The Bloomberg service to access the worlds financial information 24 hours a day,Infomobile phone system, ,Icon in the age of high income, high expenditure,Premium-class ocean leisure district in harmony with the sea, ,