激爽-(精品课件).pptVIP

宝洁激爽沐浴露品牌分析 Group 3 1.Brand Positioning Chinese consumers mainly focused on the sterilization and cleaning, but a higher level of spiritual pursuit is not obvious. Zest advertisement targeting can not get to the continuing development of the market. An over-expansion of the market will make the brand positioning, wholesale and retail more difficult to manage. Problems appear. The national market of the product “Zest” was overstretched(过度扩张)and it was launched in the first-tier, second-tier and third-tier cities at the same time. We have to know the aims of ZEST in overseas markets are the high income man. This kind of consumers’ income is stable. However, in China, it focuses on the younger consumers such as students. 2.Brand Design The Brand The Sign 激爽: It makes people feel fresh and cool in line with the consumers’ demand, highlighted the brand characteristics and brand image. Nevertheless, it is a sex expression. Sometimes, people will contact it with sex. 3.Brand image 4.Brand communication It means the transmitting of the brand message or the operation of the system of the brand message. How to develop a good Brand communication Determine the customer Determine the goal Design the brand message to communicate Choose the right way Make a budget Predict the brand communication effect Brand strategy（品牌策略） Multi-brand strategy(多品牌策略) Big brand strategy The price The ignorance of its rival The wrong market position The advertisement The lack of completeness and successor * 宝洁激爽沐浴露在中国的发展历程 退出中国市场 市场份额2% 进入中国市场 三年投入十亿广告 ，宝洁“激爽”品牌黯然退市。 2002年6月 2002年底 2005年9月 1.Brand Positioning 2.Brand Design 3.Brand image 4.Brand communication(品牌传播) 5.Brand strategy ZEST 热情 Chinese“激爽” English “zest” Green Orange The composition of the brand image ☆Brand culture: Touching lives，improving life(亲近生活，美化生活)is the principle of PG, this laid a good foundation for Zest. That is also the reason why Zest was popular in the early stage. ☆Brand character: Z