怡园酒庄品牌建立议案资料文档.ppt

Connecting with the young Coke graduates联系“可乐毕业生们” 福厦的突破 Background 背景 怡园，仅仅是怡园？ 品牌的字面联想 中国的 儒雅的 古代园林 琴棋书画 晓风残月 荷塘月色 好酒在一种情调里散发香味把“优质”转化成一种处世态度 建立品牌形象帮助通路介入 Moving forward…. Issues 进步……问题 Insight 洞察 The paradox of “Light Beer”有关“淡啤酒”的悖论 Low alcohol 低酒精 Low Calorie 低热量 Healthy 健康 Less easy to get drunk 不易醉 Light tasting 口味清淡 For nerds “闷人”专饮 Boring 无趣 Not cool 没个性 Not enjoyable 不尽兴 Blend taste 乏味 Communications Objective 传播目的 Brand Challenge 品牌挑战 Brand Print 品牌写真 Brand Idea 品牌主张 They obviously enjoy hanging out a lot. Sadly, home is never anything interesting Nothing to do... That’s the moment they feel they exist. And they need connection. A typical behavior… what does that tell us? We soon began to find out that their lives are ... ...aimless Loitering around is enjoyable Lots and lots of “things to see and feel” Never short of games 北京国文正信广告有限公司 谢谢聆听！ 太繁琐以数据图表表现市场的增长率 本页至22页简化为------分品牌-------要点和主要数据 Like a lot of the local brands, San Miguel has been struggling in the last 10 years from shrinking market share and losing appeal to the Hong Kong drinkers. Imports took over the market by storm and the customers over-rates imported brands with aspirational lifestyle associations. It was only after a lot of trial and error that San Miguel finally found the relevant way to reconnect with the drinkers by asking the customer to “Take A Fresh Look” on the brand. Unique and ownable San Miguel personality The result: San Miguel strategically repositioned the imports and put them up as the pretending nerds with no confidence. The product truth of freshness was made relevant as a charming brand attitude. … a significantly improved brand imagery and stabilized market share We wanted to take the brand further in 2001. There was a thorough interrogation of the situation. The core San Miguel offer is more associated with people a bit older given where we came from. The potential new drinkers are the 18-24 new drinkers, a group that is not easy to get t