空调企业品牌的策略.ppt

Midea是(is) 生机盎然的 * Midea意味着时代的潮流，Midea是充满活力、生机盎然的。 Midea意味着与世界的同步，Midea是积极进取、自信的。 Midea就是My Idea。 * Midea是(is) 真诚的 * Midea意味着物有所值，Midea是真诚的。 * Midea品牌足迹 品牌价值 Midea means(意味着) 品牌个性Midea is(是) 和谐的生活 温馨的 时代的潮流 生机盎然的 物有所值 真诚的 * 美的销售策略The Selling Strategy * 产品是具体的存在，而品牌存在于消费者的认知里，是消费者如何感受一个产品。品牌是通过概念(idea)建立起来的。 A product exists on the supermarket shelf. A brand resides in consumers’minds. 品牌足迹(Brand Footprint)是对品牌的定义。 销售策略(Selling Strategy)是建立吸引消费者、表达品牌足迹、创造品牌及市场优势的概念(idea)的过程。 * 销售策略(Selling Strategy)的目的是发展出销售主张(Selling Idea)。 销售主张(Selling Idea)是策略与创意的衔接点。 销售主张(Selling Idea)明确广告说什么(what)。 创意概念(Creative Idea/Campaign Idea)明确广告怎么说(how)。 * Overall Perceptual Shift认知的改变 从： Brand Position品牌位置 Midea目前在消费者心中的认知地位 海外市场对中国家电的认知 低价劣质产品 * Respondents thought that Korean or Chinese products have quite an impaired image, since their experience with products of such origin relates to the “gadgets”, sold by street vendors (pens, alarm clocks, etc.) Consequently, they evaluate that the products coming from these Asian countries, in general, have questionable quality. The products coming form these countries do not enjoy a good image here in Brazil. People hardly trust these products, considering them: poor quality, little durable, poor technology, no tradition, and ugly, outdated. Good, more affordable price was mentioned by 21%. However, this is one of the aspects that vest these products with poor quality. Pulse - Brazil * As a consequence of the image of Chinese backward amongst Italian people, the production and the export of white and brown goods are seen as: No confidence: low quality due to no know-how Cheap: low quality=low prices No originality: the bad version of the Japanese production Lack in design: the limits to the cultural changes imposed by China give way to a perception of ignorance in the western tastes of Chinese people. Pulse - Italy * Overall Perceptual Shift认知的改变 到： Brand Objective品牌目标 我们希望Mide