Bright Eyes Club 2000-广告提案、企划案、推广方案.pptVIP

Prepared by OgilvyInteractiveDate Nov. 18, 1999 Contents Bausch Lomb’s business faces a variety of challenges in the current market. The key issue is that currently end-users and channels are both “strangers” to us. Channel status —— owners Rational Gaining profit from kickback is easy; Favor the brands that bring the highest profits; Limited knowledge in marketing and management Emotional Business is more or less private enterprise Business is operated with few supports Manufacturers are seen as “renters” who do not help in the actual sale of products Implication Care about profit, need support Channel status —— sellers Rational Choose the most profitable product to sell, even though it may not satisfy customers. Limited knowledge of professional market Limited understanding of their customers Emotional Life is invariable, two points and one line Working is pressure and boring Being small potato, there is no chance for great achievement. Customers are nearly trouble Implication Care about profit,need to express individual value. Channel status —— fitters Rational Choose the most profitable product to sell, although it makes customers’ not that satisfied Professional background but have fallen behind No expertise on different manufactories’ products. Emotional As the professional in this locale,they are lonely and have no stimulating and interactive Work is pressure and boring no respect and achievements Customers are nearly trouble Feel like being left behind Implication (Retired)Professionals needs professional/academic learning Experienced Amateurs needs communication,learn with fun End-user status —— category benefits Functional convenient comfortable beautiful Insight feelings of normally and privacy; light-hearted and free; ride fashion trends and build personal image. Implication refine the relationship End-user status —— usage and attitude Rational main brand homogeny; having economic pressure, currently very expensive. price and virtual offe