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1、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. That
2、s 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
3、 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 lar
4、ge 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 acr
5、oss 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 be
6、st 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
7、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 c
8、ame 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 ou
9、r 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, C
10、arrier, 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
11、,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
12、: 15 years Brands served : KFC, General,Dove, Ponds, Hazeline, Uni-lever, Kodak, Squibb, Duracell, Carrier, Mitsubishi Elevator, Siemens Home Appliances.,1999 SIEMENS New Refrigerator Launch Campaign,Prepared for: BSH Home Appliances Co.,Ltd. Prepared by: DSB Advertising Date: January ,1999,Content,
13、Market and competitor analysis Consumers U&A Brand definition Product core concept Communication strategy Media strategy Promotion plan Schedule “Home of Service” System ASS plan,Market and Competitor Analysis,Among 180L-280L:,1999 potential volume: 7.5mil,180L-280L: 75%(5.6mil) others: 25%(1.9mil),
14、Haier 1999 estimated share of Haier:40% (2.2 mil),Market Analysis,180-280L,Others,75%,25%,Remarks: The above figures are estimated based on the statistics of 1998,Source: Link Survey,Others,Ingredients of Haiers market share,Rongshen Meiling National Elex Sharp Xinfei,Dominant advantage:,No strong r
15、ivals Expensive imported brands (Rmb 1,000 higher),1999 New Siemens RF potential volume:1.15mil,Market Analysis,Source: Link Survey,SIEMENS,Strong POP support,New products development,Strength of enterprises,Haier,SIEMENS,Elecx,After-sales-service,Competitor Analysis,High price,High quality,Competit
16、or Analysis,Summary The major opportunity comes from the high-price market dominated by Haier。 Total 99 potential volume of Siemens target market: 1.15mil Haiers brand reveals the strength of an enterprise, while its product is one packaged which shares the similarity with other brands. To snatch 17
17、% share in high-price market and achieve 0.19 mil sales volume in 1999, Siemens is recommended to challenge Haier with high-quality products and similar price.,Competitor Analysis,To achieve the target of 0.19 mil sales volume, we should consider： The weak point of Haier Breakthrough point The stren
18、gth of brand and product of Siemens Our nail How to efficiently cause(urge) target consumers to change brand through communication strategy Our hammer,Brand Large groupstrength Good after-sales servicecare, respect, reassurance Good on-site exhibitionpower Continuous new products developmentadvanced
19、 technology,The advantage of Haier,Product The variety of stylesmore options High pricegood quality Export trend a worldwide brand The large number of buyersreassurance,Competitor Analysis,Competitor Analysis,The disadvantage of Haier,Brand Perceived image child,young men,young women (obscure, not i
20、ntegrated) Brand recognition mainly on the strength of the enterprise instead of the brand itself,Product small differentiation with other brands。,Consumers U&A,Consumers U&A,Six-step purchase process Trigger Consider Search Choose Buy Experience,Upgrade or change old refrigerator,Newly married,Key
21、motivator: -no negative association -new benefits,In- store influences -salesman -posters -counter,Consumers U&A,Purchase criteria Quality Features/Functions SizePrice Convenient usage After sales service Brand Manufacturer,Consumers U&A,Source of awareness,Why on-site exhibition works? -TVC is of i
22、nsufficient, similar and confusing information -Careful on-site comparison is needed -The recurring measuring while determining to buy -Most of the current print ads aim at only one benefit point at a time, which makes it difficult for consumers to have a overall knowledge of the refrigerator.,Consu
23、mers U&A,Summary The ideal brand list is accomplished in the phase of information accumulation. Clear and overall information is a must. The initial decision is made in stores after comparison. The on-site exhibition can directly affect the consumers opinion. There is recurring measuring while makin
24、g final decision,Aged between 30 and 45, the owner of refrigerator with a harmonious family, higher living standard than others and before, caring about his public image and eager to be respected, easy to be attracted by modern products but lack of judgement,wishing to be told the real benefit, rega
25、rding dinner as an important part of life, too busy to go to markets frequently, is after richer variety of food, taking refrigerator as his partner of enjoying the life.,Communication Target Description,Brand Definition,The difference with former brand definition: Former: self-centered, taking prid
26、e in giving as honor, someone who is too far from consumers, an intangible idol Current: keeping in touch with you, an indeed friend He is a versatile engineer and inventor with rich experience, an easy-going man in real life of 40 years old. Friends or neighbors like asking him for help while in tr
27、ouble. He always introduce you the latest technology, and teaches you how to recognize and use the most advanced living appliance. A precious consultant of your life.,Product Concept,Product Concept,Consumers needs Fridge -flexible shelves, good use of space -smell not mixed 不串味 -some small tightly-
28、sealed trays/boxes/drawers needed for some specific issues 需要小的密封盒/抽屉 -removable and washable rubber ring 可拆卸门封条 Freezer -separate transparent drawers 透明隔离抽屉 -fast-freezing 速冻 -ice-making 制冰,Source:AC Nielsen,Siemens -Delicate design from inside out -Unique and practical functions -ECP -LED -Memory
29、alarm ,Competitor Haier - power-saving -No-frost -CFC-free -fresh-keeping -Health -Nutrition,Consumer 28- 45 old，household income per month above RMB2500,they care more about the function, price,capacity. Be concerned about after-sale service,the attraction of brand to them is merely a supplement. T
30、hey are after a higher life.,An intellectual RF with elaborate design everywhere 处处设计精到的智能冰箱,Product Core Concept,Communication Strategy,Key Issue in Communication,How to prompt Haiers consumers change brand in store? 如何促使Haier的消费者在店头转换品牌？,Communication Strategy,Role of communication,Use brand to sp
31、ur sales The former brand definition is intangible Far from the consumers Compared to Haier, Siemens electric appliance is not well-known enough Long term is required to set up a brand,Reinforce the brand awareness purely The Ad effect will be neglected in peak sales season High Ad investment with l
32、ow effect Unable to convey the message consumers really care about Unable to assure the consumers on the after-sales service,Focus mainly on SP Consumers hold a negative view towards the promotion utterly for sales. Promotion takes low effect for large electrical appliance like RF. It will eventuall
33、y fall into the low-price competition, and will fail to support itself at the high-price market. Haier can respond swiftly. The weak point of product is concerned.,Directly face our target，thrust out our unique leading products, accumulate advantage and break through the Haier product frontline, get
34、 onto the ideal buying list of consumers. 直接面对目标对象，全面推出产品英雄, 进入消费者购买清单 集中优势突破海尔的产品阵地,Communication Strategy,Face to Face Communication 面 对 面 的 沟 通,How to prompt Haiers consumers change brand in store? 如何促使消费者在店头转换品牌？,Communication Strategy,Where are we? (Consumers current recognition towards Siemens
35、） Siemens makes frige? Never heard of it, probably RMB 1000 higher than Haier. Only the rich can afford. Who is in charge of the after-sales service? Its too far from my life. As a matter of fact, refrigerators function similarly and Id rather choose Haier. Its better than the average and my colleag
36、ues also bought Haier. I heard that the after-sales service of Haier is pretty good. Though its a bit more expensive, I can afford it.I feel safe with it. And it is also noble enough.,Communication Strategy,Where are we going? (The expected feedback through Ad campaign ) Now I know what a good fridg
37、e is like. German technology is considerate, advanced and practical. The interior components are all movable and combinable. Drawers are transparent. After power failure, it tells me the to what extent my food has gone bad. The temperature control is on the outside and computerized.the design is so
38、elaborate that the quality must be reliable. Haier seems to lack something. Its great if I have such a refrigerator at home. Id like very much know the price.,The Button Seeing is believing 眼见为实,-Good communication and consultation - Introduce the function, provide the buying guide -Create target co
39、nsumers archive,Face to face communication 面对面的沟通,Communication Strategy,The expected consequence: Id rather buy Siemens than Haier,Promotion Plan,Promotion Plan,Promotion plan 1: Product demonstration-take a look and make a comparison Objective: Obtain consumers interest right in the store, introdu
40、ce the unique functions of Siemens Refrigerator. Place: Stores with nice product displays in big cities Time weekends all year around after product launching Description: After demonstration by sales girls, consumer spin the wheel of fortune and read out the result, then he will be given some souven
41、irs.,SIEMENS,西 门 子 冰 箱,杰出表现，如你所愿,西 门 子 冰 箱,杰出表现，如你所愿,SIEMENS,Promotion Plan,Promotion plan 2：choose the Siemens life Role of promotion plan It must be consistent with the brand definition of Siemens refrigerator, able to show the impact of Siemens as an international brand and relieve peoples resist
42、ance towards promotion. To avoid any fast reaction on competitors side. The prizes for the promotion must be able to show the bonds between Siemens refrigerator and the modern life in the west so as to trigger off the participants longing that kind of noble life.,Promotion Plan,Promotion plan 2：choo
43、se the Siemens life Promotion objective To influence the target consumers decision-making in the buying process,so that they choose Siemens instead of Haier. Promotion target Inquirers at POS with purchase intent Time April 15,1999-July 31,1999 Place 25 major cities 200 points of sales,Promotion Pla
44、n,Description: In stores with good product display , Siemens sales girl explains and demonstrates aiming at consumer with purchase intent. As to consumers without immediate purchasing decision, give a package of Siemens refrigerator information. Total volume is 500,000 units. Customers who mail back
45、 lottery ticket, with evaluation of sales girl, before given date, will have chance to get award. In August, among customers, the election of the best sales girl.,Promotion Plan,Content of information package Siemens refrigerator information bag A letter with Dr.Gutberlets signature Siemens refriger
46、ator hand-out The refrigerator lottery ticket and comment on sales girls Siemens refrigerator VCD Siemens refrigerator sales girl name card .,Target audience enter display area,Promotion procedure,Promotion Plan,Activity evaluation A large-scale campaign should be launched when the product is put on
47、 market. The large scale itself may also play big roles in the secondary cities without the support of advertisement. The expected rate :15-20% rate of reclamation with a total of 85000 people. Make the issuing rate and the recovering rate as the dual evaluation standard, including a shopping guide
48、award set for sales girls with the judgement and evaluation from buyers, so to guarantee the effectiveness of the activity as well as improve service provided by the sales guides.,Promotion Plan,Market share of Haier, from Jan to Oct,1998,SP1,What to do?,Source: LINK Survey,Promotion Plan,Main objec
49、tive Enhance sales volume in off-season ；produce the WOM。 Target Siemens owners and their friends intending to buy refrigerators Period August 15,1999-October 5.1999 Region: Top 20 cities (based on sales volume) in the first phase,Promotion plan 3: Share the life of Siemens,Promotion Plan,Promotion plan 3: Share the Siemens life contents Send every Siemens user from the consumers archive a l