2016年《TCL集团市场营销培训讲义》(ppt_616).pdf

TCL Marketing Training 1 TCL 集团市场营销培训 2 The Market Driven Company Positioning Brands Managing Product Lines Managing Brand Portfolios Channel Selection and Policy 3 市场导向型公司 品牌定位 产品线管理 品牌组合管理 渠道选择和策略 4 TCL Marketing Training • Interactive, consultative training • Our success will be measured by: – Our Action Plans and actions – A plan to improve channel performance and brand positioning for the air conditioning business – A plan to position the television business for high end markets, and a plan for implementing product line changes • These are first steps 5 TCL 营销培训 • 互动、顾问型培训 • 我们将获得如下成功: – 我们的行动计划和行动 – 改善空调业务“渠道状况”及“品牌定位”的计 划 – ―在高端市场定位电视业务的计划”及“相关产 品 线改造计划” • 以上是第一阶段的步骤 6 Situation Overview - Air Conditioning • A new business for TCL • Current channels lack sales capacity to support growth objectives • Quality problems in each product line • Questions about the extendability of the TCL corporate brand into the product category 7 整体状况——空调 • 是TCL的新业务 • 现有销售渠道缺乏实现增长目标的销售能力 • 各产品线的质量问题 • 将TCL品牌延伸至空调业务的一些问题 8 Situation Overview - Television • Needs to reposition for the high end market • Need to introduce the consumer’s voice into product line planning • Need to communicate the brand and