媒介培训基础-130P.pptVIP

竞争对手分析报告 以品牌知名度,购买意向,全国市场分额来对比, 海尔,容生, 上零, 美零,以及新飞, 是现在中国的最低大品牌. (AMI China , Nov 1997) 1-10月 1997- 广告分额 海尔 28% 新飞 17% 容生 15% 美零 8% 松下 2% * 精品课件资料 竞争对手分析报告 大多数合资品牌强化了新的 BF (底下冰冻),以最新的科技发明了如无霜等. 技术新发明 - CFC,无霜 - 电子温度控制 - 双倍速度的冰冻 * 精品课件资料 竞争对手分析报告 本地及合资品牌亦同时以方便,可靠,及售后服务作为诉求点,自然的提高已普及的证明: 方便 - 上格贮藏,下格冷冻 - 分类贮藏 - 更大空间 - 两门 - 安静 可靠 - 不稳定电压下的温度保持 服务 - 24 小时服务热线 * 精品课件资料 竞争对手分析报告 再看竞争对手诉求: 海尔: 第一代无霜冰箱 容生: 1991-96年最高销售 美零: 不同分格保鲜系统 上零: 40度下热带天气操作模式 新飞: 友好环境的冰箱专家 Sharp: 超大容量及不锈钢分层 * 精品课件资料 竞争对手分析报告 未开发领域 安全玻璃 前门电子版 隐藏式扶手 全球第一无霜冰箱 大多数冰箱在沟通策略上还处于技术相同的术语上,最终消费者的利益点还未完全被开发 * 精品课件资料 品牌回顾-定义 As a person, SIEMENS is an engineer. Someone for whom quality and detail are both equally important. And someone who is proud of the fact that everything he does is of benefit to someone. As a car, SIEMENS is more a Volvo than BMW. Both are quality motor cars, but the Volvo is not a technically advanced nor as stylish as the BMW. * 精品课件资料 品牌回顾-市场目的 Reach the volume sales target of 40,000 units for 1998 ( Share of market 0.4%) To compete with JV products in the middle to high end refrigerator category Successfully roll out a total of five models (4 BF, 1TF) in the range of 200 - 240 ltr capacity, with pricing points set within 3.4 to 4K RMB * 精品课件资料 品牌回顾-广告角色 To develop a clear unique positioning for the SIEMENS refrigerators, which should amplifies the household appliances’ performance driven platform Introduce the top-of-line KG 21E00 as a flagship model, and expand the communication to support the whole KS and KG series Build Brand Preferences for SIEMENS Household Appliances * 精品课件资料 品牌回顾-对象市场 Demographics : Female skewed aged 28 - 45 (married) Working class / Housewife as key influencer ; Husband are key purchaser Age 28-45 (married) College or vocational school graduate Monthly household income: RMB 2.5K+ In urban cities, they are the new generation of working class group who are movi