西门子营销资料4

《西门子营销资料4》由会员分享，可在线阅读，更多相关《西门子营销资料4（112页珍藏版）》请在装配图网上搜索。

1、单击以编辑母版标题样式,单击以编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,二级,三级,四级,五级,2019年12月11日星期三4时19分28秒,,‹#›,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 pr

2、ofessionalism that we show in our team work have made us into a group of professionals with fast reaction. That’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 qual

3、ity is it valuable.,The professionalism and responsibility that we treasure and hold, as well as the conscientious 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 Gr

4、eatland Film Production Ltd.,Others,Print:,One of the investors of DSB --Hongkong Guest Advertising Co.. It has a large 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

5、 International TV Festival & Shanghai International Film Festival have brought us good relations with other cities across the land.,We Are Not After Size. We Are After Perfection,DSB is not a huge agency. It has less than 30 people. But it’s right that core team that we take strong pride in.,We do

6、n’t turn to new clients easily. To provide good satisfying service to our current clients whom we always cherish is the best 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

7、 Public Relations),Carrier Air Conditioning,Mitsubishi Elevator,Shanghai International TV Festival,,Shanghai International 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 indis

8、pensable in the soaring of the DSB reputation in its circle. More than half of the Award-winning works done by DSB in 1998 came from the trust from BSH in DSB. Something we need to say is all of the creative works that we’ve done strictly adhere to the brand definition and accurately aiming at the

9、 target consumers, we are not doing creative work for prize-winning, of course.,DSB & Siemens Home Appliances,Key members on our Siemens Team:,,Siemens is DSB’s most treasured client.,So the brand team is headed by our General Manager himself.,DSB & Siemens Home Appliances,Account director : Mr.,Sto

10、ne Yang,Age:30,In Ad Business for :6 years,Brands served :,Wella,Uni-lever food,General,Sampo refrigerator,Sampo washing machine, Carrier, 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 :We

11、lla,,Changhong Electronics, Meiling refrigerator, China Telecom, China Unicom,,Siemens Home Appliances,DSB & Siemens Home Appliances,Creative director :,Mr. Xiaoyun Chen,Age:37,In Ad Business for : 5 years,Brands served :,KFC, General,Dove, Pond’s, Hazeline, Uni-lever, Kodak, Squibb, Duracell, Carri

12、er, Mitsubishi Elevator, Siemens Home Appliances.,Core members of our Siemens Team,Art Director: Mr.Yin Liu,Age:37,In Ad Business for : 15 years,Brands served :,KFC, General,Dove, Pond’s, Hazeline, Uni-lever, Kodak, Squibb, Duracell, Carrier, Mitsubishi Elevator, Siemens Home Appliances.,1999SIEMENS

13、NewRefrigeratorLaunchCampaign,Preparedfor:BSHHomeAppliancesCo.,Ltd.,Preparedby:DSBAdvertising,Date:January,1999,Content,Marketandcompetitoranalysis,Consumers’U&A,Branddefinition,Productcoreconcept,Communicationstrategy,Mediastrategy,Promotionplan,Schedule,“HomeofService,”,”System,ASSplan,,MarketandC

14、ompetitorAnalysis,Among180L-280L:,1999potentialvolume:7.5mil,180L-280L:75%(5.6mil),others:25%(1.9mil),Haier,,,,,1999estimatedshareofHaier:40%,(2.2mil),MarketAnalysis,180-280L,Others,75%,25%,Remarks:Theabovefiguresareestimatedbasedonthestatisticsof1998,Source:LinkSurvey,Others,IngredientsofHaier,’,’s

15、marketshare,Medium-price:48%1.05mil,Highly competitive,RongshenMeilingNationalElexSharpXinfei,High-price: 52% 1.15 mil,Dominantadvantage,:,Nostrongrivals,Expensiveimportedbrands(Rmb1,000higher),National,Sharp,1999NewSiemensRF,potential,volume,:,1.15mil,MarketAnalysis,Source:LinkSurvey,SIEMENS,Stron

16、g POP support,Newproductsdevelopment,Strengthofenterprises,Haier,,SIEMENS,Elecx,After-sales-service,CompetitorAnalysis,Highprice,Highquality,If Siemens can take up,17%,within high-price RF，,the objective of,0.19mil,volume can be achieved.,CompetitorAnalysis,Summary,,Themajor opportunity comesfromthe

17、high-pricemarket dominatedbyHaier。,Total 99potential volume ofSiemens,’,’ targetmarket:1.15mil,Haier’sbrand reveals the strength of anenterprise,while its product is one packaged whichsharesthesimilarity withother brands.,To snatch 17% sharein high-price marketandachieve0.19 mil salesvolume in 1999,

18、Siemensis recommended to challengeHaier with high-qualityproductsandsimilarprice.,CompetitorAnalysis,To achieve the target of0.19 mil salesvolume,we should consider,：,Theweakpoint of Haier, Breakthrough point,Thestrengthofbrand and product ofSiemens,, Our nail,Howtoefficientlycause(urge)targetcon

19、sumers,to change brandthroughcommunication strategy,,Ourhammer,Brand,Large group－,－,－strength,Goodafter-salesservice,－,－care, respect,reassurance,Goodon-siteexhibition－,－,－power,Continuous new productsdevelopment－,－,－advanced technology,Theadvantage ofHaier,Product,Thevarietyof styles－－moreoptions

20、,Highprice－－goodquality,Export trend,－,－－a worldwidebrand,Thelarge numberofbuyers－－reassurance,CompetitorAnalysis,CompetitorAnalysis,ThedisadvantageofHaier,Brand,Perceived image,－,－－child,young men,youngwomen,(obscure, not integrated),,Brand recognition －－mainly on the strength of the enterpriseinst

21、ead of the branditself,Product,small differentiation with otherbrands。,,Easier to change,consumers’ behavior,Siemens can differentiate itself with Haier,Consumers’ U&A,Consumers’ U&A,Six-steppurchase process,TriggerConsiderSearchChooseBuyExperience,,,Upgradeor change old refrigerator,Newly married,

22、Keymotivator:,-nonegative,association,-newbenefits,In-store,influences,-salesman,-posters,-counter,Life style,TVC,WOM,,Size/type,Brand,Price,Features,Functions,Price,Brand,Press,,Quality,assurance,Brand/,Producer,Price,,Price,POS-,point of,sales,After-sales,service,Any,problems,A short,list of,brand

23、s,1-2,top of,mind,Problem,solving,Key motivator:,-solve all,current,problems,-new benefits,,Self-improvement,Self-maintenance,Any,related,information,Fit with previous expectation?,Consumers’ U&A,Purchasecriteria,Quality,Features/Functions,,Size,,Price,Convenient usage,,After salesservice,Brand,Man

24、ufacturer,,Quite a few factors are being considered when purchasing a refrigerator. Consumers need to be provided as much information as possible .,,Direct and concrete information is what consumers need. Convenient message delivery is a good help.,,,Consumers’ U&A,Source of awareness,,0.00%,20.00%

25、,40.00%,60.00%,80.00%,POS,WOM,TV+NP,Other,,Whyon-siteexhibition works?,-,TVCis of insufficient,similar,andconfusing information,-Carefulon-sitecomparisonis,needed,-Therecurring measuring,while determining tobuy,-Most ofthecurrentprint ads aim at only,onebenefitpoint ata time,which makes,it difficult

26、forconsumers to have aoverall,knowledge ofthe refrigerator.,Consumers’ U&A,Summary,,Theideal brandlistisaccomplishedinthephase ofinformationaccumulation.Clear and overall information isa must.,Theinitialdecisionismadeinstores aftercomparison.Theon-siteexhibitioncandirectlyaffecttheconsumers’ opinion

27、.,There isrecurring measuringwhile making finaldecision,,Agedbetween30and45,theowner ofrefrigerator with aharmoniousfamily,higher living standard thanothers and before, caring abouthispublic imageandeager to berespected,,easytobe attractedbymodern productsbutlackofjudgement,wishing tobetoldthereal b

28、enefit,, regardingdinner as animportant partof life,toobusy togoto markets frequently, is afterricher variety of food,taking refrigeratoras his partner of enjoying the life.,Communication TargetDescription,Brand Definition,Thedifference withformer branddefinition:,Former:self-centered, taking pridei

29、n giving ashonor,someonewhois too far fromconsumers, an intangibleidol,Current:keepingintouch with you,an indeed friend,,He is aversatile engineer and inventorwithrich experience, aneasy-goingmanin reallifeof40 yearsold. Friends orneighbors likeasking him for helpwhile introuble. Healwaysintroduce y

30、ou the latesttechnology,,andteachesyouhowto recognizeandusethemost advanced living appliance.A preciousconsultant of your life.,,ProductConcept,ProductConcept,Consumers’ needs,Fridge,,-flexible shelves, gooduseof space,,-smell not mixed,不,不串,味,,-some smalltightly-sealed trays/boxes/drawers,needed

31、 for some,specificissues,需要小的,密,密封盒/,抽,抽屉,,-removable and washablerubber ring,可,可拆卸门,封,封条,,Freezer,,-separate transparent drawers 透明,隔,隔离抽屉,,-fast-freezing 速,冻,冻,,-ice-making,制,制冰,,The new Siemens RF fully meets the various storage needs of consumers,Source:AC Nielsen,,,,,,,Siemens,-Delicate de

32、sign from inside out,-Uniqueandpractical functions,-ECP,-LED,-Memoryalarm,…,Competitor,Haier,- power-saving,-No-frost,-CFC-free,-fresh-keeping,-Health,-Nutrition,,Consumer,28-45old,，,，householdincomepermonthaboveRMB2500,theycaremoreaboutthefunction,price,capacity.Beconcernedaboutafter-saleservice,th

33、eattractionofbrandtothemismerelyasupplement.Theyareafterahigherlife.,AnintellectualRFwithelaborate,designeverywhere,处,处,处,设,设,计,计,精,精,到,到,的,的,智,智,能,能,冰,冰,箱,箱,,ProductCoreConcept,CommunicationStrategy,KeyIssueinCommunication,,Howto,prompt,Haier,’,’sconsumers,changebrandinstore,?,如,何,何,促,使,使,Haier,的,的

34、,消,消,费,费,者,者,在,店,店,头,头,转,转,换,换,品,品,牌,牌,？,,,CommunicationStrategy,Roleofcommunication,,,,,,,,,,,,Use brandto spur sales,,The formerbranddefinition isintangible,,Far from the consumers,Compared to Haier, Siemens electricapplianceis not well-known enough,,Longtermis required toset up a brand,Reinforcet

35、he brandawarenesspurely,,The Ad effect will be neglected inpeaksalesseason,,HighAd investment with low effect,,Unable toconvey themessage consumers reallycareabout,,Unable toassure theconsumerson the after-salesservice,,Focusmainly onSP,,Consumersholda negativeviewtowards the promotion utterlyforsal

36、es. Promotion takes low effectfor largeelectricalappliancelikeRF.,,It will eventually fall into the low-price competition,andwillfailto supportitself atthehigh-pricemarket.,Haiercanrespond swiftly.,The weak pointof productis concerned.,,,,,,Directly face our target，thrust outourunique leadingprod

37、ucts,,accumulateadvantageandbreakthrough the Haier product frontline,,get onto the ideal buyinglistof consumers.,,直接面对目,标,标对象，全,面,面推出产品,英,英雄,,进入消费者,购,购买清单,集中优势突,破,破海尔的产,品,品阵地,,Communication Strategy,Faceto Face Communication,面 对 面,的,的 沟,通,通,,The careful,consideration,of each detail,,Get onto the buy

38、ing list directly,,,Influence the decision,process and induce trial,Quality guarantee,and after-sales,service promise,,How to prompt Haier’s consumers change brandin store?,如何促使消,费,费者在店头,转,转换品牌,？,Communication Strategy,Wherearewe?,(Consumers,’,’ c,urrent recognition towards Siemens）,Siemens makes fr

39、ige?Never heard of it,probablyRMB 1000 higherthanHaier. Only the rich can afford.Whois incharge oftheafter-sales service?It’s toofarfrommy life.As amatter offact,refrigeratorsfunction similarly and I’d rather chooseHaier. It’s betterthantheaverage and mycolleaguesalsobought Haier.I heard that the

40、after-sales service ofHaieris prettygood. Thoughit’sa bitmoreexpensive, I can affordit.Ifeelsafewithit. And itis also nobleenough.,Communication Strategy,Wherearewe going?,(,The expected feedback throughAd campaign ),,Now Iknowwhata good fridgeis like. Germantechnology isconsiderate, advanced andpr

41、actical. The interiorcomponents areallmovable and combinable. Drawers aretransparent. Afterpowerfailure,it tells me theto what extentmy food has gone bad. The temperaturecontrol ison the outsideandcomputerized...the designis so elaborate that thequality must be reliable. Haier seemsto lack someth

42、ing. It’s greatif Ihavesucha refrigeratorat home.I’d like very much know the price...,,Core benefit,Core benefit,Elaborately designed intellectual refrigerator,,S,upport,Support,-,ECP智能温控,-LED display,-Memory alarm,-Elaborate design from,outside to inside,Contributions,Remarkable performance,Just wh

43、at you want.,Expected feedback,SIEMENS refrigerator consider my need elaborately , I will sure go to the store to have a look,The Button,,Seeing isbelieving,眼见为实,Media,PR,,Hotline of service,-Goodcommunicationand consultation,- Introduce thefunction,provide the buyingguide,-Create targetconsumersarc

44、hive,Faceto face communication,面对面的沟,通,通,-Use print as core media, mix HP with FP,-Large on-site poster to inform the going on sale,-On-site light-box as a long-term reminder,-Large number of soft Ad,-Through R600a, publicize the environmental protection of Siemens,-The IT RF in the 21C,On-site exhi

45、bition,Demonstration,On-site activities,After-sales service,,-Show product advantage,-Show the High-tech,-Create an atmosphere for Communications,-Guidance name card,-Guidance presentation,-function demonstration,-Q&A,-Product exhibition,-“Take a look and make a comparison”,-choose the Siemens lif

46、e,-share the Siemens life,-after-sales service promise,-after-sales service card,-hotline,Urge the consumers to enter the stores,,,seeing is believing,, and choose Siemens,from their ideal buying list,Communication Strategy,The expected consequence:,,I’d ratherbuySiemens than Haier,,,,PromotionPlan

47、,PromotionPlan,Promotionplan1: Productdemonstration-takea look,and make acomparison,Objective:,Obtain consumers’ interest right inthestore, introduce theunique functions ofSiemens Refrigerator.,Place:,Stores with nice productdisplays in bigcities,Time,weekends all year aroundafterproduct launching,D

48、escription:,Afterdemonstrationby sales girls,consumerspinthe wheelof fortuneandreadout the result,thenhe will be given some souvenirs.,SIEMENS,西 门 子,冰,冰 箱,杰出,表,表现,，,，如,你,你所,愿,愿,西,门,门,子,子,冰,冰,箱,箱,杰出,表,表现,，,，如,你,你所,愿,愿,SIEMENS,PromotionPlan,Promotionplan2,：,：choosetheSiemenslife,Roleofpromotionplan,It

49、mustbeconsistentwiththebranddefinitionofSiemensrefrigerator,abletoshowtheimpactofSiemensasaninternationalbrandandrelievepeople,’,’sresistancetowardspromotion.,Toavoidanyfastreactiononcompetitors’side.,TheprizesforthepromotionmustbeabletoshowthebondsbetweenSiemensrefrigeratorandthemodernlifeinthewest

50、soastotriggerofftheparticipants,’,’longingthatkindofnoblelife.,PromotionPlan,Promotionplan2,：,：choosetheSiemenslife,Promotionobjective,Toinfluencethetargetconsumer'sdecision-makinginthebuyingprocess,sothattheychooseSiemensinsteadofHaier.,Promotiontarget,InquirersatPOSwithpurchaseintent,Time,April15,

51、1999--July31,1999,Place,25majorcities,200pointsofsales,PromotionPlan,Description:,Instoreswithgoodproductdisplay,Siemenssalesgirlexplainsanddemonstratesaimingatconsumerwithpurchaseintent.,Astoconsumerswithoutimmediatepurchasingdecision,giveapackageofSiemensrefrigeratorinformation.Totalvolumeis500,00

52、0units.,Customerswhomailbacklotteryticket,withevaluationofsalesgirl,beforegivendate,willhavechancetogetaward.,InAugust,amongcustomers,theelectionofthebestsalesgirl.,PromotionPlan,Contentofinformationpackage,Siemensrefrigeratorinformationbag,AletterwithDr.Gutberlet,’,’ssignature,Siemensrefrigeratorha

53、nd-out,Therefrigeratorlotteryticketandcommentonsalesgirls,SiemensrefrigeratorVCD,Siemensrefrigeratorsalesgirlnamecard.,,,Targetaudienceenter,displayarea,Service girl explain,and demo,Screening,Give information set,Elect best,service girl,Read information,,Purchaser,,Audience without,purchase intenti

54、on,Audience with,purchase intention,Mail back,Lucky draw,Promotionprocedure,PromotionPlan,Activityevaluation,Alarge-scalecampaignshouldbelaunchedwhentheproductisputonmarket.Thelargescaleitselfmayalsoplaybigrolesinthesecondarycitieswithoutthesupportofadvertisement.,Theexpectedrate:15-20%rateofreclama

55、tionwithatotalof85000people.,Maketheissuingrateandtherecoveringrateasthedualevaluationstandard,includingashoppingguideawardsetforsalesgirlswiththejudgementandevaluationfrombuyers,sotoguaranteetheeffectivenessoftheactivityaswellasimproveserviceprovidedbythesalesguides.,,,PromotionPlan,MarketshareofHa

56、ier,fromJantoOct,1998,SP1,Whattodo?,Source:LINKSurvey,,PromotionPlan,Mainobjective,Enhancesalesvolumeinoff-season,；,；producetheWOM。,Target,Siemensownersandtheirfriendsintendingtobuyrefrigerators,Period,August15,1999-October5.1999,Region:,Top20cities(basedonsalesvolume)inthefirstphase,,Promotionplan3

57、:SharethelifeofSiemens,PromotionPlan,Promotionplan3:SharetheSiemenslife,contents,SendeverySiemensuserfromtheconsumer,’,’sarchivealetterwiththenameof,“,“SiemensHomeofService,”,”basedontheconsumersarchive.Thetotal,：,：200,000(includingthewashingmachineusers--100,000,）,）,。,。,Theletterincludes:,Onethank-

58、youletterwithMr.Gerke,’,’ssignature,A,“,“SharetheSiemenslife,”,”coupon(valuesRmb200,）,）,Anopinion-solicitingcard,ConsumerscanenjoyRMB200discountwiththecouponindesignatedstoresandcanalsoparticipateinthelottery-drawingwiththe,“,“member-get-member,”,”person.,Promotionprocedure,Homeofservice,Receive the

59、 letter,Coupon delivered,Purchase,Feed back and,lottery,Mail back to HOS,WOM,Analysis,and evaluation,PromotionPlan,Promotionplan4:Supermarketcontact,Background:,As,upermarketistheveryplacethatourtargetaudiencego,wherewecancontacttheminaneffectiveway.,Objective:,Developthestorerighttotheconsumers,’,’

60、home,shortentheprocessofinformationcollectingandpurchase.,Method:,Havejointdirectsaleswiththelargestsupermarketsystemsineachcity.,Chooselargesupermarketslocatedinhigh-classcommunities.,Putuppostersandhandoutleafletsinsupermarkets.,Advisethetargetconsumerstocontactthehotlinecenterortojustgotostoresto

61、makeacomparison.,Finallypurchaseinanearbysupermarket.,MediaStrategy,When?,Rmb:,’,’0000,Seasonally Analysis (,Jan97-Oct98,)/,categoryspending,1997,1998,Peak season,Peak season,Thespendingtrendof98issimilartothat of 97.Mayand June,arepeakseason, while after Aug,the investmentturnsdown.,Rmb:’0000,Seaso

62、nally Analysis (,Jan97-Oct98,)/,Haier,1997,1998,Peak season,Continuous andeven,impact,in98,Implications,Haierchanged itsadpattern in 98 -moreconsistent andeven.,Recommendations,Peak seasoniswhat Siemensshould focus on to supportthe newly-launched RF.,NewYear’s eveisalso an opportunity to sustainthe

63、impactandstandout frommediaclutter.,Where?,Market Prioritization,Principles-,Prioritize key markets in terms of following factors:,,1. Market Potential,Population,Number of refrigerators owned per household,Household income,,2. Category Media Spending by market,Market Prioritization,Source: ChineseS

64、tatisticsYearbookof98,Market Prioritization,Source: ChineseStatisticsYearbookof98,MarketPrioritization,Source: ChineseStatisticsYearbookof98,MarketPrioritization/,Hierarchy,GD,SH,SC,YN,SD,ZJ,JS,HeN,HuN,LN,BJ,HuB,GX,HeB,FJ,AH,XJ,GS,XZ,NX,TJ,HLJ,JX,SaX,GuZ,JL,SX,HaN,NMG,QH,,33-44,High potential,market

65、s,<33,Lowpotential,markets,>44,Keymarkets,What ?,Wesay, Print.(,with thesupport of SoftAd,),Whynot useothermedia?,,,,Thehardnessofdetail messagedelivery.,,,,,ThesimilarinformationdeliveredbyTVC is easytoconfuse.,(RevealedbyrelevantresearchbyACNielsen),,,,,How?,MixFullPage withHalfPage,FPisused in,la

66、unchingperiod,HPisused in,sustaining period,Maximizethe,OTS, deepimpression,Sustain theAdimpact,with continuousreminder,MediaStrategy,When ?,Concentrate on peak season and New Year Eve,Apr - Jul and Oct - Dec 99, pulsing campaign pattern,in off-season,Where ?,Important markets and focus on major provincial,cities,What ?,Deploy Print as core media , with the support of,soft Ad (further negotiation required for the availability),How ?,Utilize FP in launching period to maximize the,product awaren