您现在的位置: 精品资料网 >> 企业管理 >> 品牌管理 >> 资料信息

顶新营销人员专业训练教材(ppt 38页)

所属分类:
品牌管理
文件大小:
1356 KB
下载地址:
相关资料:
新营销,营销人员,专业训练,训练教材
顶新营销人员专业训练教材(ppt 38页)内容简介

顶新营销人员专业训练教材目录:
一、为何品牌资产 Brand Equity。
二、如何透过营销工具与营销组合将品牌效益最大化。
三、如何界定有效的名牌年度、季度与月度计划。
四、通路客制化与全国性营销推广的相辅相成。
五、何为消费饮用时机的营销计划 ( Beverage Occasion-based marketing).
六、如何与通路客户的营销资源相结合来达到透过K/A 平台做品牌推广。

 


顶新营销人员专业训练教材内容提要:
营销箴言Marketing Motto :
“The old conventional thinking that said if you grab people’s hearts, their wallets will follow is dead, kaput, finished….
People need reasons to buy.”
“传统的营销思维认为:我们如果抓住消费者的心,他们就会自然掏出荷包里的钱,这是想法己过时。消费者需要理由来购买产品。 ”
(Consumption is what counts!消费!消费!再消费!)
“Use the right yardsticks: focus on both volume and profits;on actual consumption, not share of market; and on share of future purchase, not brand awareness.
“用对的衡量标准来评估营销极大化:销售量与利润并重;在乎实际消费量而不是市场占有率;在乎未来购买频次的总占比而不是名牌知名度。
……

茶里王某 Marketing Strategy :
We will drive frequency among teens and young adults by introducing new occasion-based and consumer insight-driven thematic TVC
利用消费时机与具有消费洞察力的主题广告来刺激青少年与上班族的饮用频率
We will drive trial and convert lapsed into light & heavy users among teens and young adults by addressing excitement of the brand via flavor intension – distinctive line extension ( from the Chinese authentic tea to the Western fine teae.g. the British or Italian favored tea)
 透过新产品的上市,将游离转换为轻度与重度使用者。(尝试将茶里王的茶类别由中国传统现泡茶概念扩展至西式加味茶概念)。
We will drive in-home frequency among home category managers ( the Moms) by addressing portion size and value barrier via 1.5L/250ml 6PK new package and value offers.
 透过产品线-新包装与容量升级来克服购买上的价格门坎(1.5L新包装/250ml六罐装),刺激家庭主妇购买茶里王的在家的饮用频率。
……

“Occasion-Based Marketing has been 3 years in the making at Coca-Cola. Tom Reddin, vice president of consumer marketing at Coca-Cola USA, says that Occasion-Based Marketing connects when and why consumers drink with how they shop for drinks.
消费时机营销已在可口可乐公司施行三年的光景。提姆。瑞汀-美国可口可乐消费营销副总强调:消费时机营销将消费者何时、为何喝以及他们如何购买饮料作连结,目的刺激消费者持续购买与增加饮用量。
The concept combines a number of initiatives ranging from the Shop Refreshed and Drive Refreshed programs to no brain meal solutions and activity-oriented solution to cross-merchandising programs.
消费时机营销的概念括包诸多可行性高的方案例如:店内边喝边买- 轻松购物、畅快开车、懒人超值套餐……等;OBM从促销导向的销售方案到关联性的品牌与商品的陈列活动,不所不包。


..............................