营销人员训练课程Brand Plan and Channel Marketing Workshop(ppt)
营销人员训练课程
Brand Plan and Channel Marketing Workshop)
训练目的：

顶新营销人员训练课程
Brand Plan and Channel Marketing Workshop
训练内容：

营销箴言
Marketing Motto

“ I don’t’ care about award-winning commericals. The only thing ……that any marketing person should care about is real consumption.”
“我不再乎广告是否会得奖。营销人员唯一要在乎的是…刺激实实在在的消费. ”
(消费－品牌忠诚度的唯一指标)


Coca-Coal Company - Sergio Zyman

营销箴言
Marketing Motto

“ When marketers understand that the goal is the selling and not just running promotions, they sell a lot of more stuff.”
“当营销人了解销售目标而且不仅仅在做促销活动，他们就能推广许多公司的产品。 ”
(营销、促销的目的在于增加消费购买意愿)


Coca-Coal Company - Sergio Zyman

营销箴言
Marketing Motto

“ We were acknowledging our consumers’ power in the marketplace and openly bowing to their demand.”
“我们确认市场上消费者的力量并服膺他们消费需求。 ”
(营销工具必需具备消费洞见 (consumer insights)，
营销人员才能有效推广品牌。)

Coca-Coal Company - Sergio Zyman

营销箴言
Marketing Motto
“The old conventional thinking that said if you grab people’s hearts, their wallets will follow is dead, kaput, finished….
People need reasons to buy.”
“传统的营销思维认为：我们如果抓住消费者的心，他们就会自然掏出荷包里的钱，这是想法己过时。消费者需要理由来购买产品。 ”
(Consumption is what counts!
消费！消费！再消费！)

Coca-Coal Company - Sergio Zyman

营销箴言
Marketing Motto
“Use the right yardsticks: focus on both volume and profits;on actual consumption, not share of market; and on share of future purchase, not brand awareness.
“用对的衡量标准来评估营销极大化：销售量与利润并重；在乎实际消费量而不是市场占有率；在乎未来购买频次的总占比而不是名牌知名度。“

Coca-Coal Company - Sergio Zyman

营销箴言
Marketing Motto
“Why is Brand Equity? Brand equity was defined as the brand assets linked to a brand’s name and symbol that add to a product or service.　There are four dimensions: brand awareness, perceived quality, brand associations, and brand loyalty.
何为品牌资产呢？品牌资产可以定义为品牌专有的商标名称其及独特之象征加值于企业的产品或服务之上。品牌产有四个测量向度：品牌知名度、品牌认知质量、品牌形象连结、与品牌忠诚度。

Ｂr＠nd Leadership David A. Aaker

营销箴言
Marketing Motto
.
品牌资产有四个可测量的向度：
• 品牌知名度 －　广告量、３６０度品牌讯息重复到达率、偏好度。
• 品牌认知质量 －　质量的独特性与持续的稳定接受度、品牌形象的连结好感
• 品牌形象连结 －　消费者与品牌相关的连结诸如：使用者形象，产品利益点、使用时机、企业组织特性与形象、品牌个性、品牌符码。
• 品牌忠诚度 －　品牌经营的核心价值，营销概念即是扩大忠诚消费者的　　　　　　　　　　　　　　　　
　　　　　　　　　　　　　　　市场区隔，深化忠诚顾客的使用频率。
Ｂr＠nd Leadership David A. Aaker


营销箴言
Marketing Motto
“Once you decide what you want the future to be,
You have to create the tools necessary to get you there”
“Anytime you’re working on reaching your current destination, you have to start thinking about what your next destination is.”

一旦决定未来是什么，就必须创造有效的策略工具帮助你到达设定的目的。

不论何时，当正在为现在品牌或销售目标努力，于此同时，你也应该开始思考：什么是品牌的下一个目的地？


Coca-Cola Sergio Zyman

CASE STUDY
茶里王未来三年品牌目的地
3-year Brand Destination
三年内成为即饮市场茶类别的领导品牌
超越悦氏矿泉水每人每年消费量
Brand Building Plan

茶里王Brand Building Plan

2004 茶里王Brand Building Plan

Exercise

请依据现有的市调资料或个人预估例举你的品牌核心的消费者！
 Target consumer 的demographic和psychographic　（必需描绘他们的生活价值观与喜好、购买行为）
 Target consumer 的heavy, light, lapsed users 的大概消费频率




时间：预计二十五分钟。


Exercise

请依据自已负责的品牌做出下列的David Aaker’s Brand Building models.

Brand Strategy Analysis
Brand Identity System
Brand Positioning Statement




时间：预计四十分钟。

规划执行 Beat-Year-Ago营销行事历的十大秘方
Top Ten Tips
For Planning and Executing BYA Calendars
 Ensure Strategic Alignment
确定品牌策略的一致性
　　　
 Don’t Repeat Tactics Without New Insights
　　 不要墨守战术而忽略了新的事业或消费者洞察

 Less Is More少就是美，简单就是力量！

 Steal Shamelessly　窃取别人成功的模式

 Do The Math　做精准的量化预估
• Build Layers Not LTO’s （limited time offer）
建立有消费者洞察与相关性的品牌概念甚于限时限量的促销活动

• Sweat The Details 要求执行每一个细节

• Don’t Fool Yourself On Value　
不要让陷入自以为是的价值迷思

• BYA In Every Distribution Points
要求每个分铺点都要能每天、每周、每月
Beat Year Ago（比去年更好）

• Do the Testing　
将重大的营销活动成先行做市调或市场测试


茶里王2004 Marketing Strategy
茶里王2004 Marketing Strategy
茶里王2004 Marketing Strategy
品牌营销策略与战术
茶里王2004 Marketing Strategy
品牌营销策略与战术
茶里王2004 Marketing Strategy
品牌营销策略与战术
茶里王２００４营销目标（Sales index: 118／全国铺货率６５０００点）
茶里王２００４营销目标（Sales index: 118／全国铺货率６５０００点）


Exercise

请依据规划执行 Beat-Year-Ago营销行事历的十大秘方举出上述个案「茶里王」的优缺点！








时间：预计二十分钟。


Exercise


请依据上述个案「茶里王」研拟２００５自已负责的品牌的营销策略与战术活动 Brand Marketing Strategy & Tactics！






时间：预计四十分钟。

营销箴言
Marketing Motto

“According to Point-of-Purchase Advertising International, a Washington, DC-based trade association for in-store advertising, point-of-purchase (P.O.P) marketing can boost sales in convenience stores as much as 9.2%.

根据国际购买点广告－一家位居华盛顿的店内贸易与广告代理商声称：所谓购买点的P.O.P.营销能创造便利商店将近百分之九点二销售金额的成长率。



U.S.A. Beverage Industry

营销箴言
Marketing Motto
“Occasion-Based Marketing has been 3 years in the making at Coca-Cola. Tom Reddin, vice president of consumer marketing at Coca-Cola USA, says that Occasion-Based Marketing connects when and why consumers drink with how they shop for drinks.

消费时机营销已在可口可乐公司施行三年的光景。提姆。瑞汀－美国可口可乐消费营销副总强调：消费时机营销将消费者何时、为何喝以及他们如何购买饮料作连结，目的刺激消费者持续购买与增加饮用量。

The concept combines a number of initiatives ranging from the Shop Refreshed and Drive Refreshed programs to no brain meal solutions and activity-oriented solution to cross-merchandising programs.

消费时机营销的概念括包诸多可行性高的方案例如：店内边喝边买－ 轻松购物、畅快开车、懒人超值套餐……等；OBM从促销导向的销售方案到关联性的品牌与商品的陈列活动，不所不包。


David Wellman - Supermarket Business. New York


茶里王便利商店
OBM-范例



Exercise


请依据上述「茶里王」与「Coca-Cola」的Occasion-based marketing 个案，研拟２００５自已负责的品牌在下列指定通路的OBM strategy & activity 消费时机营销策略与活动方案！

 Supermarket　超市
 General Trade 平价店
 Hypermarket 量贩店
 Eating & Drinking 小吃店或美食饭馆






时间：预计四十五分钟。



营销人员训练课程Brand Plan and Channel Marketing Workshop(ppt)