医疗行业企业品牌的意义和个性讲义.pptVIP

Real Competition The major players in the multivitamin category are: Junior Theragan, Junior Centrum, Kiddi, and Scotts In term of daily cost, 7s MVS rated in the middle position. Junior Theragan--RMB0.85; Junior Centrum--RMB 1.12; Kiddi--RMB 4.07/3.20; Scotts--RMB 1.31 7s MVS--RMB 1.38 * *英扬?传奇 CCE 第六十页，共一百零九页。 Consumer’s Attitude Researches show the majority of mothers are interested in product concept GZ: “helps stimulate appetite”; ”contains cod liver oil”; ”helps brain development” SZ: “contains many essential vitamins”; “contains cod liver oil”; “helps in strengthening bone issue” * *英扬?传奇 CCE 第六十一页，共一百零九页。 The buying intention of product: GZ: 65.6%; SZ: 77.6% The perceived price: around RMB 62/per bottle Consumer’s Attitude * *英扬?传奇 CCE 第六十二页，共一百零九页。 Geographical Target Area 1st target cities: SZ, GZ, then roll out to PRD 2nd target cities: SH and BJ (launched in late 2001) * *英扬?传奇 CCE 第六十三页，共一百零九页。 SWOT Strength more suitable for children syrup form sweet, fruity flavor more flexible in organizing our message delivery and ad censorship as registered as health food less dosage contains many essential vitamins based on cod liver oil Weakness product function is difficult to measure brand awareness is low, can’t support the product promotions in the hospital are limited Opportunity imported product with fair price the awareness of importance of vitamins is increasing Threats strong competition(like Squib, Whitewall) * *英扬?传奇 CCE 第六十四页，共一百零九页。 Seven Seas七 海品牌印记(Brand Footprint) * 第六十五页，共一百零九页。 Seven Seas 七 海品牌印记(Brand Footprint)品牌意义七海的意义就是来自深海的多种维生素鱼肝油Seven Seas means multi--vitamin fish liver oil from the deep sea 七海的意义就是抗污染的Seven Seas means anti-pollution 七海的意义就是可口橙味的Seven Seas means tasty with sweet orange flavor * 第六十六页，共一百零九页。 Seven Seas 七 海品牌印记(Brand Footprint)品牌个性七海是有益的Seven Seas