2005马爹利.ppt

2005 Martell Elite Club Brief2005年马爹利精英俱乐部摘要 Dec 2004 BACKGROUND Market Competitors Conventional approach that “Cognac is the ulitmate status symbol for face giving occasion通常说来，干邑是在重大场合（有面子的场合）顶级地位的代表． No. 3 brand (No. 2 in premium segment), but Martell brand health still lags behind Hennessy and with weak equity for VSOP and XO世界第三大品牌（在顶级分区内属于第二大品牌），然而马爹利在品牌状况（整体健康）上仍然落后于轩尼诗（Hennessy),而在ＶＯＳＰ和ＸＯ两个等级的品质上稍稍显弱． Martell CB: Lower brand equity among heavy and moderate brand users, lower image and price perception.马爹利ＣＢ：在重度和低度品牌使用者之间表现较低的品牌价值，较低的品牌形象以及价格接受程度 Hennessy XO: very good position on all indicators in terms of incidence, loyalty, frequency轩尼诗ＸＯ：非常好的定位导向针对购买率，品牌忠诚度，购买频率 Remy XO: still strongly linked to XO, but among heavy drinkers the brand image a bit goes out 人头马ＸＯ：仍然非常紧密地联系在ＸＯ的概念上，但是相对重度使用者品牌形象已经有一些出局了． There is little differentiation among Cognac brands: 在干邑的品牌之间差异很小： all cognac houses claim a family heritage, with the same origin : Cognac, France.所有的干邑产家坚持宣称自己的家族历史，而且产地相同：法国，干邑 all have the same grades (except Martell Cordon Bleu), with the same process. 有相同的等级，（除了马爹利蓝带）有相同的制作过程。 marketing activities (above and below the line) focus on a glorification of successful life through the symbol of the Bottle市场活动（线上线下）通过瓶子的概念重点聚焦在成功生活的光辉璀璨上． advertising campaigns are an invitation to an aspirational romantic world of sensuality and luxury through the product experience.广告战役主要集中在通过产品体验来获得一种浪漫、性感和奢华的感觉体验 BACKGROUNDBrand History BACKGROUNDMartell Brand essence BRAND PLATFORM BACKGROUNDTarget Consumer 30-49 entrepreneurs, Golden collars authority officers keen with business entertainment３０－４９岁的企业家，金领，权利机关人士热衷于商业的乐趣 “Fame builders” “Achievers” “Explorers”“荣誉建立者”“冒险家”和“探险家” The local consumer has no clear product knowledge brand differentiation当地消费者没有一个清晰的产品知识和品牌区别能力 MARKETING OBJECTIVES Martell Elite Club China The Work So Far…马爹利中国精英俱乐部到目前为止的工作 Guangzhou Elite Club Launch Party Mar, 2003 Guangzhou Account Managers are dedicated to offer a highl