1、,Use existing Products,STEP 1,STEP 2,STEP 3,STEP 4,Become Aware of New,New Product is Available,Buy New Product,M A R K E T V A L U E,2008,2006,2005,3000,5000,7000, ,/ , ,/ , , /, ,/ , , , , , , , , ,Brand Management Process,Brand Diagnosis,STEP 1,Brand Perspective,STEP 2,Brand Culture,STEP 3,Brand
2、Communication,STEP 4,Case 064,Business Contents,Category 1,Category 2,Category 3,Category 4,Sub_category 01,Sub_category 02,Sub_category 03,Sub_category 04,Sub_category 01,Sub_category 02,Sub_category 01,Sub_category 02,Sub_category 01,Sub_category 02,eSolution,consulting,strategy,Model of Sale Form
3、ation,Use existing Products,STEP 1,STEP 2,STEP 3,STEP 4,Become Aware of New,New Product is Available,Buy New Product,Safety needs,Social needs,Esteem needs,Self Actualization needs,NEEDS Analysis,- - , - ,- , - ,- - , ,Case 067,Brand Management Process,Step1 Media mix,Step2 Target mix,STEP 3 Brand m
4、ix,STEP 4 Seasonality,STEP 5 Regional mix,Process Completed,Renewal Category,Search System,Community Shop,Web Design,Recruit System,Mailing system, ,advertising,creative,Media planning,measurability,concept,1,2,2,2,0,Case 070, ?,Are you getting there?, ?,Where are we?, ?,Why are we there?, ?,How cou
5、ld we get ther?, ?,Where could we are?,T-plan,Case 071,attention,interest,desire,memory,action,AIDMA,Estelmo Lews, . AIDMA . 1. Attention - .2. Interest - .3. Desire - . 4. Memory - . . 5. Action - ., ,Web Design,Search System,Recruit System,Community Shop,Mailing system Admin tool,Site System , / S
6、ystem , & , System , ,RENEWAL,Case 072,Rogers , ,Late majority, ,laggard,Social factors, ,(Target Market), (Consumer Promise), (Support), (Personality),Case 074,Case 075, ,TV ?, ?, TV ?, ?, ?, , , FTP, , Process, ,ADMIN, / , , ,Case 077,What is the Brand?,Rational product features.,attributes,What w
7、ill It do for me?,Rational expectations as a Result of use.,benefits,What kind of person woluld it be?,Basic human values-the end Emotional rewards one expects From using the brand.,values,What does it mean to me?,The image of the brand. As Elicited in terms of human Characteristics.,personality,Wha
8、t is the enduring Core of the brand?,Every brand has a “soil” which creates it and identifies it.,essence,The brand,Support,AD Goal,Target Market,Consumer Promise,Personality,System Infra,Creative Power,PROJECT SUPPORT SYSTEM,Media Power,Promotion Strategy,Communication Strategy,Marketing Consulting
9、,* SYSTEM FLOW,STEP 1,STEP 2,STEP 3,STEP 4,Irrelevant characters,Relevant characters,Flot,Setting,Symbols,Mood,Lead character,Flot,Setting,Irrelevant Characters,Relevant characters,Symbols,Mood,Case 082,OSI Model Layer,application,network,transport,session,presentation,data link,physical,1,2,3,4,5,6
10、,7,Form oracle,Case 083,Max marketing model, ,synergy,linkage,sales,Activ- ation,advertising,Accoun- tability,media,targeting,PRODUCT FUNCTIONS,BRAND NAME,GRAPHICS,PRDUCT DESIGN MIX,LOGOS / TRADEMARK MIX,PACKAGING,AUGMENTED PRODUCT FEATURES,CONTENTS CASE 1,CONTENTS CASE 1,CONTENTS CASE 1, ,STEP 07,S
11、TEP 06,STEP 05, ,STEP 04, & ,STEP 03, ,STEP 02, ,STEP 01, , , ERP , , , , , , , , , ,Sales coupon/stamp,Service contest,Early Buying Deal,Push manager,Rebate,Demonstrator,Premium/Incentive,Contest,Price deal,allowance,Rebate,Dealer service,Sampling,DM/Event/DH,Exhibition,Display stand,ERP SYSTEM,/,/
12、,/,/,MRP/MPS,/,PR consulting,Crisis management,Investor relations,Media Relations,Event management,Database marketing,Marketing promotion,Production,On-line PR,PR consulting,Crisis management,Investor relations,Media relations,Event management,Database marketing,Marketing promotion,Production,On-lin
13、e PR,Internet Host,Windows for Workgroups,Windows 95 & 98,Apple Macintosh System,Windows NT,IBM Mainframe,TCP/IP,Network Printer,UNIX System,VMS System,Windows 2000,PR AGENCY,PR consulting,Crisis management,Media relations,Event management,Marketing promotion,On-line PR,Investor relations,Database m
14、arketing,Production,Advertising,Internet Host,Windows for Workgroups,Windows 95 & Windows 98,Apple Macintosh System,IBM Mainframe,Windows NT,Windows 2000,MS Lan Manager,UNIX System,Network Printer,VMS System,P A R T,Trade allowanes,Price offs,In-on or near-packs,Sampling,Coupons,Trade coupons,Free-i
15、n-the-mail Premiums,Self-liquidating Premiums,Contests & Sweepstakes,Refund offers,Bonus packs,Stamp & Continuity plans,2005,2006,2007,2008,2010,6,030,034,7,010,000,9,000,000,11,000,000,?,numeric,5 step,4 step,3 step,2 step,1 step,innovator,Early adaptor,Early majority,Late majority,laggard,Differen
16、t,Benefit,Relation,LA,Ontario,Miami,Santiago,Tokyo,Kuala Lumpur,Jakarta,Sydney,Auckland,Shanghai,Dubai,Amman,Johanesburg,Beijing,Case 098,POLAND,EUROPE, ,Objective,2. Sales Activity,No. 1 Wholesaler in Japan with integrated marketingsystem linking storage terminal and sales channelthrough on-line ne
17、twork up to 2010,10 Million kl,Sale volume in 2010,Your Brain “On” Presentations,Right Brain,Left Brain,Sensory Emotions, impressions Imagistic, holistic Here and now,Logical, sequential Analytic, data Short-term memory Defense intensive,Presentation Impact,Brain Processes, ,IT , , , , , ,Try Again!
18、 , 10 , & 200 & 200,3,1,5,4,2, , , , , , , , OHP TV , PT PT PT PT, / , Update , , , , , , , , PT SHOP ,P T S H O P, , , , , , , , , , , , , , , 2003 , 5.0 , , ,Try again! , , , , , ,Try Again, , ,“ ” .,powerPT,Template,Story Board,Design,Setting,Plan,Powerful Presentation Design Products Process,wit
19、h designer,Presentation Design,Presentation Design,2005.05 () / MOU 2004.09 (, ) 2004.07 (KIDP) 2004.07 () MOU 2004.05 2003 () 2003.03 27() 2002.09 PT shop 2001.12 SK ISAC 2002 1999.03 97 () , , (2005. 01. 01), , ,( ) ( , ), ,1,4,3,2,3. PT Training, , , , , , Color , , Gif animation image ,III. , ,
20、, , , , , , , ,. ,. ,2. 3, ,Content, , ,Visual, ,Delivery,DESIGN SCHOOL,INJECTION SCHOOL,EXTRUSION SCHOOL,TECH SCHOOL, , Package, , ,Fast Growth,The First & Flagship ProductsPremium Products,Profit ManagementProfessional Marketers,Brand RecognitionMarketing ClinicIn-store Communication PR, Quality &
21、 SVC Marketing,Mid, Long-term Sales GoalStrategies by MarketFast Execution,Product Leadership,People Leadership,Market Leadership,Major Strategic Issues,/, , , ,/, , , , , , , _, , , , , Gif , , , , , / ,SGH-Z500,Design & Display,262K Color TFT (Internal)65K Color OLED (External)89x44x24.5mm, 95g,Mu
22、ltimedia,Megapixel / VGA CameraMPEG4 Recording2X Digital Zoom MP3, AAC, AAC+ Player,Others,Bluetooth / USBDigital Power AmpE-mail / SyncML TransFlash Memory,3G Functionality,Video TelephonyVideo StreamingVideo Messaging,Product Overview,16%,14%,70%,North America,Europe,Others,Top Tier Competition,To
23、p Tier Competition,Top Tier Competition,Although This broke into the Global Top 3 in 2004, there is still a big gap to be overcome in the North American & European markets,A BIG GAP,0,10,20,30,40,50,60,70,80,90,100,1988,1999,2000,2001,2002,2003,2004,(Units),Export,7.6,17,22,29,42,55.7,86.5,Strong Sa
24、les Performance : 03 55.7M 04 86.5M (55% ),Sustainable Sales Growth,0,20000,40000,60000,80000,100000,120000,140000,160000,180000,200000,2000,2001,2002,2003,2004, ,308,465,410,615,110,669,Total, , , , , , ,45,15,9,5, ,6,20, , , , , , , .,40,57,63,60,33,3,10,20,23,25,21,27,Top Brand,PC,Top Brand,PC,To
25、p Brand,PC,Top Brand,PC,2004,2002,2001,2003,Brand Recognition(%),Top Tier Competition Brand Recognition,Big Gap, ,2007,2008,2009,2010,FIFA,Olympic,South Africa World Cup,Beijing Olympic,Womens World Cup China,World Youth Championship,Vancouver Winter Olympic,U-17 World Championship, , , ,/, , ,37%,2
26、5%,59%,Fast Growth,L,Lemon, Lemonade, Lemon oil,B,Banana, Banana cake,P,Persimmon, Persimmon leaf tea,P,Papaya, Wonder Fruits,W,Watermelon, Watermelon juice,Major Tasks,Goals for Growth,SMS,LBS,Photo Mail,Multimedia Streaming,MOD,VOD,Multimedia Live Streaming,Live TV,Video Telephony,Txt based Inform
27、ation Service,Live Bell Live Screen,Basic LBS,Poly Bell,Java Game,Animated Image,Photo Screensaver,High Volume multimedia service,Text based low volume data service,1G,2G,2.5G,3G/4G,Mobile Service Evolution,IT industry,Tourism industry,Environmental industry,Key Strategic Industry of the 21st Centur
28、y,Key Strategic Industry of the 21st Century, , , , , . , () . Digital Presentation Frontier, 21 . . , .() , , .,() ,262K TFT LCD,16M QVGA LCD,65K OLED LCD,Supports high-resolution color, larger-than-average displays,176x220 pixels,128x160 pixels,320x240 pixels,Multimedia Expertise : Display Leadership,Business,Conference,Debate,Service with a Company, , ! ! ! !,Now it is time for you,to make the best choice, , , , , , , , , , , , ,Media & Exposure,
