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1、1,Case 028,Mechanism,Consumer Benefit,Consumer value,Value for object,Just fit,In-control,Self-esteem, , , , , ,Communication Concept,2,Communication Concept,Different,Benefit,relation,Concept,3, 文化, , , , , Name ,Case 030,Brand image,New Brand Direction, , ,Brand Naming, , , , ,4,Case 031,BRAND IMA
2、GE, , , Name ,5,Case 032,L E S S,M O R E,Young age customer,Senile change of brand,Old age customer,6,Case 033,sales promotion,advertising,Public relations,Promotion,7,Case 034,Purchase Ticket,Ticket Bar-code,Onsite Purchase,Mobile,Mobile reservation,Regular reservation,Print At Home,Constant Monito
3、ring of Entrance And Exit,Internet reservation,Mobile,Print At Home,Gate,Bar Code reading,8,A brand ,2005. 10. 20 21, ,9,Case 036,IDC Center,Main server,10Mbps,Academy,Town B,client,Town A,client,10Mbps,10Mbps,Star Topology,10,Case 037,Communication Concept,Different,Benefit,relation,Concept,11,Case
4、 038,ERM,SRM,Service Coverage,PRM,Enterprise Risk Management,Partner Relationship Management,Supplier Relations Management,- Self Assessment - Business Risk Model,solutions,- IT application,Purchase Intelligence,12,Case 039,Benefit,Relation,Different,Concept,13,Case 040,36%,47%,17%,27%, ,30%, ,40%,
5、,14,Case 041, , , Name ,BRAND IMAGE,BRAND IMAGE,15,Case 042,convenience,practicality,specialty,New Brand, .,16,Case 043,Thinker,Learn-feel-do Informative,Feeler,Feel-learn-do Affective,Doer,Do-learn-feel Habit formation,Reactor,do-feel-learn Self satisfaction,40%,15%,20%,25%,17,Case 044,Maturity sta
6、ge,PLC,18,Case 045,Client Orientation,Media Promotion,Client, ,Agency, /,Agency,Client,Concept,/ideation,Planning,Production,Execution,19,Case 046,Place(),Promotion(),Price(),Product(),4PS ,20,锐普PPT论坛chinakui收集,21,Case 047,Product,Price,Promotion,Place,The process of planning and executing the conce
7、ption pricing, promotion and distribution of goods, services and ideas to create exchange that satisfy individual and organizational objects.,Marketing,DD%,BB%,CC%,AA%,22,step3,BOOM UP,step1,BOOM UP,Brand Essence,fantasy,Personality,older | successful | attractive,Values,express self | confident,Ben
8、efits,fashionable look fits mood,Brand strategy, (differentiation) . , , ., ,23,Client, ,Agency, /,Agency,Client,Concept,Media / Promotion,Planning,Client orientation,Production,execution,/ideation,24,Strength,Weakness,Opportunity,Threat,SWOT,: 20 pt text,: 20 pt text,: 20 pt text,: 20 pt text,25, ,
9、- - ,- - ,- - ,Weakness,Strength,Threat,Opportunity,SWOT Analysis,26,Place,Promotion,4PS,Price,Product,27,Distribution,Marketing,Product,Price,Promotion,28, ,45%,37%,10%,8%, , ,12 100% , , , 1,000 ,29,Growth rate,Share of Voice,Market Share,etc,75%,30%,45%,22%,30,Strategic AD management,Global sport
10、s marketing activities,Successful new product launch,Local-base marketing support,31,Case 057, , 30%, 75%, 22%,Share of Voice 45%,Graph model,Grid model,32,1,2, , , , (wagon), () , () , , TV, , (), , , , ,Family Life Cycle ,(6),(6),(),33,A thematic principle Theme Object base,A principle of distinct
11、ive fit Unique harmony,An extrnsion Principle Justice Base copulative,A combination Principle Media mix Complement,34,Use existing Products,STEP 1,STEP 2,STEP 3,STEP 4,Become Aware of New,New Product is Available,Buy New Product,35,M A R K E T V A L U E,2008,2006,2005,3000,5000,7000,36, ,/ , ,/ , ,
12、/, ,/ , , , , , , , , ,37,BrandManagementProcess,Brand Diagnosis,STEP 1,Brand Perspective,STEP 2,Brand Culture,STEP 3,Brand Communication,STEP 4,38,Case 064,Business Contents,Category 1,Category 2,Category 3,Category 4,Sub_category 01,Sub_category 02,Sub_category 03,Sub_category 04,Sub_category 01,S
13、ub_category 02,Sub_category 01,Sub_category 02,Sub_category 01,Sub_category 02,eSolution,consulting,strategy,39,Model of Sale Formation,Use existing Products,STEP 1,STEP 2,STEP 3,STEP 4,Become Aware of New,New Product is Available,Buy New Product,40,锐普PPT论坛chinakui收集,41,Safety needs,Social needs,Est
14、eem needs,Self Actualization needs,NEEDS Analysis,- - , - ,- , - ,- - , ,42,Case 067,Brand Management Process,Step1 Media mix,Step2 Target mix,STEP 3 Brand mix,STEP 4 Seasonality,STEP 5 Regional mix,Process Completed,43,Renewal Category,Search System,CommunityShop,Web Design,Recruit System,Mailing s
15、ystem,44, ,advertising,creative,Media planning,measurability,concept,1,2,2,2,0,45,Case 070, ?,Are you getting there?, ?,Where are we?, ?,Why are we there?, ?,How could we get ther?, ?,Where could we are?,T-plan,46,Case 071,attention,interest,desire,memory,action,AIDMA,Estelmo Lews, . AIDMA . 1. Atte
16、ntion - . 2. Interest - . 3. Desire - . 4. Memory - . . 5. Action - .,47, ,Web Design,Search System,Recruit System,CommunityShop,Mailing system Admin tool,Site System , / System , & , System , ,RENEWAL,Case 072,48,Rogers , ,Late majority, ,laggard,Social factors,49, ,(Target Market), (Consumer Promi
17、se), (Support), (Personality),Case 074,50,Case 075, ,TV ?, ?, TV ?, ?, ?,51, , , FTP, , Process, ,ADMIN, / , , ,52,Case 077,What is the Brand?,Rational product features.,attributes,What will It do for me?,Rational expectations as a Result of use.,benefits,What kind of person woluld it be?,Basic huma
18、n 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 brand has a “soil” which creates it and identifies it.,essence,The bra
19、nd,53,Support,AD Goal,Target Market,Consumer Promise,Personality,54,System Infra,Creative Power,PROJECT SUPPORT SYSTEM,Media Power,Promotion Strategy,Communication Strategy,Marketing Consulting,* SYSTEM FLOW,STEP 1,STEP 2,STEP 3,STEP 4,55,Irrelevant characters,Relevant characters,Flot,Setting,Symbol
20、s,Mood,Lead character,56,Flot,Setting,Irrelevant Characters,Relevant characters,Symbols,Mood,57,Case 082,OSI Model Layer,application,network,transport,session,presentation,data link,physical,1,2,3,4,5,6,7,Form oracle,58,Case 083,Max marketing model, ,synergy,linkage,sales,Activ- ation,advertising,Ac
21、coun- tability,media,targeting,59,PRODUCT FUNCTIONS,BRAND NAME,GRAPHICS,PRDUCT DESIGN MIX,LOGOS / TRADEMARK MIX,PACKAGING,AUGMENTED PRODUCT FEATURES,CONTENTS CASE 1,CONTENTS CASE 1,CONTENTS CASE 1,60,锐普PPT论坛chinakui收集,61, ,STEP 07,STEP 06,STEP 05, ,STEP 04, & ,STEP 03, ,STEP 02, ,STEP 01, , ,62, ERP
22、 , , , , , , , , , ,63,Sales coupon/stamp,Service contest,Early Buying Deal,Push manager,Rebate,Demonstrator,Premium/Incentive,Contest,Price deal,allowance,Rebate,Dealer service,Sampling,DM/Event/DH,Exhibition,Display stand,64,ERP SYSTEM,/,/,/,/,MRP/MPS,/,65,PR consulting,Crisis management,Investor
23、relations,Media Relations,Event management,Database marketing,Marketing promotion,Production,On-line PR,66,PR consulting,Crisis management,Investor relations,Media relations,Event management,Database marketing,Marketing promotion,Production,On-line PR,67,Internet Host,Windows for Workgroups,Windows
24、95 & 98,Apple Macintosh System,Windows NT,IBM Mainframe,TCP/IP,Network Printer,UNIX System,VMS System,Windows 2000,68,PR AGENCY,PR consulting,Crisis management,Media relations,Event management,Marketing promotion,On-line PR,Investor relations,Database marketing,Production,Advertising,69,Internet Hos
25、t,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,70,Trade allowanes,Price offs,In-on or near-packs,Sampling,Coupons,Trade coupons,Free-in-the-mail Premiums,Self-liquidating Prem
26、iums,Contests & Sweepstakes,Refund offers,Bonus packs,Stamp & Continuity plans,71,2005,2006,2007,2008,2010,6,030,034,7,010,000,9,000,000,11,000,000,?,numeric,72,5 step,4 step,3 step,2 step,1 step,innovator,Early adaptor,Early majority,Late majority,laggard,73,Different,Benefit,Relation,74,LA,Ontario
27、,Miami,Santiago,Tokyo,Kuala Lumpur,Jakarta,Sydney,Auckland,Shanghai,Dubai,Amman,Johanesburg,Beijing,Case 098,75,POLAND,EUROPE,76, ,77,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 2010,1
28、0 Million kl,Sale volume in 2010,78,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,79, ,IT , , , , , ,Try Again! , 10 , & 20
29、0 & 200,3,1,5,4,2, ,80,锐普PPT论坛chinakui收集,81, , , , , , , OHP TV , PT PT PT PT,82, / , Update , , , , , ,83, , ,84, PT SHOP ,P T S H O P, , , , , , , , , , , , , ,85, , 2003 , 5.0 , , ,Try again! , , , , , ,Try Again, , ,86,“ ” .,powerPT,87,Template,Story Board,Design,Setting,Plan,Powerful Presentati
30、on Design Products Process,with designer,Presentation Design,Presentation Design,88,2005.05 () / MOU 2004.09 (, ) 2004.07 (KIDP) 2004.07 () MOU 2004.05 2003 () 2003.03 27() 2002.09 PT shop 2001.12 SK ISAC 2002 1999.03 97 () , ,89, (2005. 01. 01), , ,( ) ( , ), ,90,1,4,3,2,3. PT Training, , , , , , C
31、olor , , Gif animation image ,91,III. , , , , , , , , , ,. ,. ,92,2. 3, ,Content, , ,Visual, ,Delivery,93,DESIGN SCHOOL,INJECTION SCHOOL,EXTRUSION SCHOOL,TECH SCHOOL, , Package, , ,94,Fast Growth,The First & Flagship Products Premium Products,Profit Management Professional Marketers,Brand Recognitio
32、n 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,95,/, , , ,/, , , , , , ,96, _, , , , , Gif , , , , , / ,97,SGH-Z500,Design & Display,262K
33、 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 Memory,3G Functionality,Video Telephony Video Streaming Video Messaging,Produc
34、t Overview,98,16%,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 American & European markets,A BIG GAP,99,0,10,20,30,40,50,60,70,80,90,100,1988,1999,2000,2001,2002,2003,2004,(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,