PPT关系层次图.ppt

* * * * * * * * * * 组织结构 点击添加标题 点击添加标题 点击添加标题 点击添加标题 点击添加标题 点击添加标题 点击添加文本 点击添加标题 点击添加文本 点击添加标题 扩散关系 3 2 1 3 2 1 添加标题 添加标题 添加标题 扩散关系 添加标题 添加文本内容 添加标题 添加标题 添加标题 添加文本内容 添加文本内容 对比关系 点击添加标题 点击添加标题 点击添加标题 点击添加标题 点击添加标题 点击添加标题 点击添加标题 点击添加标题 递进关系 点击添加文本 点击添加文本 点击添加文本 点击添加文本 点击添加标题 点击添加标题 点击添加标题 点击添加标题 点击添加标题 点击添加标题 点击添加标题 点击添加标题 Consulting Marketing Contents Flash Design Coding CTI UMS Mailing Server D/B Creative Interaction System ebiz Integration Strategy Sopping eCRM IRM VOC/ RMS e- Learning Interactive Full Service eSolution Trade allowanes Price offs In-on or near-packs Sampling Coupons Trade coupons Free-in-the-mail Premiums Self-liquidating Premiums Contests Sweepstakes Refund offers Bonus packs Stamp Continuity plans Case 011 - TV-CM(30”,15”) - Radio-CM - Print - Banner - 4? ??(TV/??/???/??) - ??/??/???/???? - ?????/???? - ??/DM/ product media creative idea plan concept Market Share ?? ??? ?? 11% A? 15% B? 30% C? 32% Core Value = price ??? ??? ?? 40% A? 13% B? 26% C? 50% Core Value = Benefit 2005 2006 ?? ??? 1? ??? ??? 2? ?? ??? 4? ??? ??? 3? ?? ??? ?? 33% A? 6% B? 27% C? 25% ??? ??? ?? 20% A? 15% B? 39% C? 50% Compet- ition Target Brand Essence Positioning planning concept Objective USP Case 014 Brand strength functional power awareness power image power Reputation power Brandstatus A? 27% B? 43% D? 11% C? 19% Brand Power B R A N D Place Price Product Package Personality Values Benefits Essence New Brand Direction Case 016 difference relation practical specialty convenience suitability Case 017 Communcation strategy Risk neutral Message Media none Integration ??? ???? ???? ???? ??? ? ??? ???? ?? ????? ??????? ??? ???? ??? ?? ?? ? ?? ???? ?? ??-?? ??? ?? ? ??? ??? ??? ?? ??? ??? ???? ?? ?? * * * Strategic Triangle Dick Vaughn - FCB ?? ??? ???? ? ???? ?? ?? ?? ??? ?????? ???? ???? Target Customer Self Confident Adventurous, Young-at-Hearts Mindset Characteristics Seeking Adventure Young in Mind Pursuing Excitement Open to New Adven