沪洲老窖品牌2007及以后传播策略与创新要点.ppt

Content内容 Introduction to Changepoint Planning转变点策划说明 Changepoint Planning applied to LZLJ泸州老窖的转变点策划 Brand Context Planning 品牌背景策划 Business Context Planning 商业背景策划 Consumer Cultural Context Planning 消费者和文化背景策划 Communications proposition 传播主张 Introduction to Changepoint Planning 转变点策划说明 The nature of family is Changing 家庭状况在改变 The nature of business is Changing 商务状况在改变 Change - challenges and opportunities改变——挑战和机遇 Change is creating moments of re-evaluation in the minds of hundreds of millions of consumers all over China 改变创造着全中国成千上万的消费者在头脑中重新评估的时刻。 Re-evaluating their choices, opinions, likes and dislikes and even what brands they value and aspire to 重新评估他们的选择、观点、喜好，甚至他们重视、喜爱的品牌。 Changepoint Planning转变点策划 Helping LZLJ to leverage change 帮助泸州老窖发生改变 Changepoint Planning Brand Context Planning LZLJ – Personality泸州老窖－个性 LZLJ - Personality LZLJ - Personality LZLJ - Personality LZLJ - Personality LZLJ – Brand Essence 品牌本质 LZLJ – Brand Goal 品牌目标 Change Action Identification变化行为认定 Business Context Planning商业背景规划 Business Context Conclusions商业背景结论 Business Context Conclusions Brand penetration among males - top 10 brands (% of population)品牌在男士中的占有率－前10名（人数百分比） Brand penetration among H/H income ≥4000RMB - top 10 brands (% of population)品牌在高收入群体≥4000RMB中的占有率－前10名（人数百分比） Drinking bottle volume among male (in the past 6 months; % of population)男士饮酒瓶数（过去6个月中；人数百分比） Brand penetration – China (30 cities) (top 10 brands; % of population)品牌在中国（30个城市）的占有率 Most consumed brands – China (30 cities) (top 10 brands; % of drinkers)消耗量最大品牌－中国（30个城市）（前10；饮酒者百分比） Brand penetration – Beijing (top 10 brands; % of population)品牌在北京的占有率（前10；人口百分比） Most consumed brands – Beijing (top 10 brands; % of drinkers)北京消耗量最大品牌（前10；饮酒者百分比） Brand penetration – Shanghai (top 10 brands; % of population)品牌在上海的占有率（前10；人口百分比） Most consumed brands – Shanghai (top 10 brands; % of drinkers)上海消耗量最大品牌（前10；饮酒者百分比） Brand penetration – Guangz