英扬•传奇 CC&E 1
What Is The Brand “Means” And “Is”?
品牌的“意义”和“个性”是什么
• What the brand “means” is what a brand gets credit for in
the eyes of consumers—its reputation across a number of
key dimensions.
品牌的“意义”是指一个品牌在消费者心目中产生的
印象——即该品牌在几个层面上的声誉。
• What the brand “is” is how we would describe the
brand’s dominant personality traits—generally those that
correspond to its principal meanings.
品牌“个性”那些与品牌意义相对应的特征。
英扬•传奇 CC&E 2
Why The Need For A Brand Footprint?
为什么需要品牌印记？
• More and more marketers are looking for new
growth by leveraging the power of their brand
names into new Brands are
being built through expansion into new
geographies. “Megabrands” or “Hyperbraands”
are being established across multiple product or
service categories.
愈来愈多的行销人运用品牌的力量进入新的领域，以
创造新的成长。全球品牌因为领域的扩张而建立起来；
“大品牌”或“超级品牌”则是因跨越多项产品或品
类而被建立。
英扬•传奇 CC&E 3
Why The Need For A Brand Footprint?
为什么需要品牌印记？
This expansion puts renewed focus on the need
to protect brand equity.
这种扩张及延伸，让我们必须重新重视并保护
品牌的资产。
英扬•传奇 CC&E 4
Why The Need For A Brand Footprint?
为什么需要品牌印记？
As brands are expanded, there are pressures of dilution that
stem from:
随着品牌的扩张，使品牌有被稀释的危机，这些危机
的因素如下：
• The need to reexpress the brand in the context of
new competitive sets and new cultures.
必须就新的竞争条件和新文化的观点来重新表
现品牌。
英扬•传奇 CC&E 5
What Are Three Dimensions?
什么是品牌印记的三个层次
• The Brand Footprint reflects the truth that most
brands—especially powerful ones—are
multidimensional. They contain meanings and
associations that are built over time.
品牌印记所反映的一项事实是：大部分的品
牌—特别是大品牌——都是多层次的。它们
包含了长期建立的意义和联想。
英扬•传奇 CC&E 6
How Much of A Future Vision?
品牌印记的远景如何？
• The brand Footprint is more than a consumer-
based needs to incorporate the thinking of
the “brand owners” regarding the future course of
a brand.
品牌印记不只是一个消费者对品牌的看法，它
更须考虑到把这个品牌的“品牌拥有者”对该
品牌未来的看法。
英扬•传奇 CC&E 7
How Much of A Future Vision?
品牌印记的远景如何？
• For established,dominant brands, the Footprint will
inevitably be built around existing positive associations of
heavy users of the brand. Here the primary role of the
Footprint is to express these meanings so everyone is in
sync with what to protect and what to leverage as the brand
is expanded.
对已建立起来的领导品牌而言，印记当然是建筑在目
前重级使用者对此品牌的看法。这种情形下，印记的
主要角色是把这些意义表达出来，让每个人同时都知
道当这个品牌扩张或延伸时，要保护什么，以及利用
什么品牌价值。
英扬•传奇 CC&E 8
How Much of A Future Vision?
品牌印记的远景如何？
• For some brands,however,there may be a need to
add meaning or adjust existing meanings to allow
for expansion or simply to make the brand more
dynamic.
对某些品牌来说，也许必须增加意义或调整原
有的意义，以利于扩张或只是让该品牌变得更
具时代性。
英扬•传奇 CC&E 9
How Much of A Future Vision?
品牌印记的远景如何？
• Ultimately,the final balance between existing
meanings is a strategic decision—built
on the brand’s consumer truth and adjusted, where
needed,to provide the vision and inspiration for
future growth.
最重要的是，平衡这个品牌现存的意义及理想的意义，
就是一项策略性的决定。即建立在该品牌消费者的真
实面上，并加上必要时的调整，以便为该品牌未来成
长之要求提供一个远景与灵感。
英扬•传奇 CC&E 10
Example
• For example, key credit card category
drivers are: the source of aspiration, the
world of usage, and the functional role of
the card.
Amex and visa Footprints show how the
brands are distinguished on these
dimensions:
英扬•传奇 CC&E 11
Example
• American Express Brand Footprint
American Express means Membership
The Business Life
The Charge Card
American Express is Professional
Worldly
Responsible
英扬•传奇 CC&E 12
Example
• Visa Brand Footprint
Visa means Everywhere
The High Life
The Credit Card
Visa is Sociable
Stylish
On-The-Go
13
The selling strategy
销售策略
英扬•传奇 CC&E 14
What Is The Role of The Selling Strategy?
销售策略扮演的角色如何？
• The Selling Strategy is a discipline that is single-
mindedly focused on generating brand-building
ideas. Ideas that attract brand customers and build
brand franchises. Ideas that create brand (and
marketplace ) dominance in consumer’s mind.
销售策略是一种建立品牌概念单一且专注的方
法。所谓品牌概念是指能够吸引消费者，并且
建立品牌忠诚度，让消费者产生深刻印象的意
念。
英扬•传奇 CC&E 15
What Is The Role of The Selling Strategy?
销售策略扮演的角色如何？
• The Selling Strategy can be put to work at many different
levels. At the highest level, it can be used to reveal the core
brand idea that forms the heart of a brand image campaign.
But it can also be used effectively to develop Selling Ideas
for the products that create competitive advantage for
brands.
销售策略可运用于不同层次。在最高层次，它可用来展
现构成品牌形象活动核心的最重要品牌概念。同样地，
它也可以有效地用来为不同的产品或服务发展销售概
念，并替品牌创造竞争的优势。
英扬•传奇 CC&E 16
What Is The Role of The Selling Strategy?
销售策略扮演的角色如何？
• Thus, while there should always be a single Brand
Footprint to define the brand essence in any market or
region, there can be any number of Selling Strategies.
By working within the framework of brand values
established in the Footprint, they both support and
leverage the power of the brand.
虽然在任何市场或区域，都应该有一个单一的品牌足
迹来定义品牌本质，但销售策略则不限定有几个。籍
有在品牌足迹所建立的品牌价值架构内作业，品牌足
迹与销售策略这两者，也同时支持并提升了品牌力量。
英扬•传奇 CC&E 17
The Selling Strategy Model
销售策略的模式
The Selling Strategy Model is composed of five critical components：
销售策略模式是由五个重要的部份所组成：
• The Brand Position
品牌位置
• The Brand Objective
品牌目标
• The Specific Role Of The Advertising
广告担任的角色
• The Selling Idea Platform
销售概念架构
• The Selling Idea
销售概念
英扬•传奇 CC&E 18
The Brand Position
品牌位置
• The perceptual space that the brand holds in
the consumers’ mind at the beginning of the
Selling Idea development process.
销售概念的发展过程开始之前，品牌在
消费者心中的认知地位。
英扬•传奇 CC&E 19
Example
• Examples:
Brand Brand Position
Marriott A “vanilla” hotel
Motorola A technology manufacturer
MasterCard My other card
英扬•传奇 CC&E 20
The Brand Objective
品牌目标
• The perceptual space that we want the brand to
occupy in the consumers’ mind.
我们希望品牌在消费者心中所占据的认知位置。
英扬•传奇 CC&E 21
Example
• Example:
Brand Brand Objective
Marriott A memorable experience
Motorola The leading brand in mobile
personal communications
MasterCard A card I feel good about
英扬•传奇 CC&E 22
The Specific Role Of The Advertising
广告担任的角色
• The role of the advertising may vary greatly in
scope. It may entail a fundamental restaging of
the brand, the accentuation of an under-leveraged
element in the Brand Footprint, the introduction
of a brand or line extension, or a specific tactical
response to local competitive actions.
广告的角色可能有相当大范围的差异。它可能承担重
新定义一个品牌的任务、强调品牌足迹中尚待提升的
一个元素、引进或延伸一个品牌。或可能战术性地回
应竞争品牌的活动。
英扬•传奇 CC&E 23
Example
• Examples:
Brand Role of Advertising
Marriott To get guests to stop taking Marriott
for granted
Motorola To make “brand” Motorola as strong as
its market share
MasterCard To give an emotionally bankrupt brand
a heart
英扬•传奇 CC&E 24
The Selling Idea Platform
销售概念架构
• The critical elements we need to know about the consumer and the brand
in order to conceive the Selling Idea and develop the advertising:
为了构思销售概念并发展广告，我们需要知道以下与消费者及品牌
有关的重要元素：
A. The Conceptual Target
概念性的目标客层
B. The Core Desire
最核心的欲望
C. How The Brand Best Fulfills The Code Desire
品牌如何最完美地满足最核心的欲望
Compelling Truth
强而有力的支持事实
英扬•传奇 CC&E 25
The Selling Idea Platform
销售概念架构
A. The Conceptual Target
概念性的目标客层
• The “natural constituency” for the brand: the natural
grouping of consumers bound by a common orientation
toward the category and/or the brand.
他（她）们是对于某一个类别及/或品牌具有共同倾向
而自然形成的组合，也是品牌“必然的”顾客。
英扬•传奇 CC&E 26
The Selling Idea Platform
销售概念架构
B. The Core Desire
最核心的欲望
• The Core Desire is the most relevant desire, need, hope, or
fear of the conceptual target that the brand can
meaningfully address.
它是概念性的目标客层最关切的欲望、需求、希望或恐
惧，而且是品牌可以有意义加以解决的。
英扬•传奇 CC&E 27
The Selling Idea Platform
销售概念架构
B. The Core Desire
最核心的欲望
The Core Desire represents the deepest, most
powerful, emotional benefit that the
Conceptual Target receives from the brand.
核心欲望代表概念性目标客层能从本品牌获得
的最深切、最有力、最富情感的利益。
英扬•传奇 CC&E 28
The Selling Idea Platform
销售概念架构
Compelling Truth
强而有力的支持事实
• The compelling truth that provides the key evidence
that supports the brand’s role in satisfying the Core
Desire of the Conceptual Target both in function and
brand.
“无庸置疑的事实”，在满足概念性目标客层的核
心欲望时，品牌所担任角色之强而有力的支持事实。
英扬•传奇 CC&E 29
Example
• Compelling
Functional Truth Specific Truth Brand
Performance “Prevents heart disease” Bayer Aspirin
Functional Truth Specific Truth Brand
Company Values “We really care about you Johnson & Johnson
and yours”
Brand Myth “Marlboro Country” Marlboro Cigarettes
英扬•传奇 CC&E 30
What Is A Selling Idea?
什么是销售概念
• A Selling Idea is a strategic concept that focuses
everything we have learned about what the brand needs to
mean to consumers into a single highly focused strategic
idea that expresses exactly what we wish the advertising to
say to consumers.
• 销售概念是一个策略性的概念。它将我们所知道的一
切有关品牌在消费者心中所须达成的意义与印象，集
中成一高专注的策略性概念与想法，进而表达我们希
望广告到底要对消费者说什么。
英扬•传奇 CC&E 31
Examples
Brand Selling Idea Creative Idea
7-Up “An Occasional Alternative to Cola” “The Uncola”
Pepsi (1997) “The Official Generation X Cola” “Generation Next”
Microsoft “Access to Information” “Where do you want to go
today?”
英扬•传奇 CC&E 32
1. Preamble
2. Marketing and Competition Overview
3. CC&E Communication Tools
– Footprint
– Selling Strategy
4. Brand/Product Communication Strategy
– Becombion/Becombion Vitamin B Complex Syrup
– Seven Seas/Seven Seas Multivitamin Syrup
– Dr. Freeman/Dr. Freeman Cough & Cold Syrup for Children
5. Creative Concept and Advertising Mechanics
6. Below-the-line and Other Marketing Tactics
33
Becombion
英扬•传奇 CC&E 34
Vitamins Market Overview
• The OTC multivitamins market is estimated
to be RMB 269 mn (US$ 33mn)
英扬•传奇 CC&E 35
Product Profile
• Product category: health food
– the order of products (nutrition) mentioned by
consumers(with aided or unaided?) :
Calcium, Cod liver oil, Multivitamin, Vit C, Iron
and Vit B complex.
Our Concern: They are possibly our potential
competitors!!!
英扬•传奇 CC&E 36
• Multi Vit B ingredients :B1, B2, B3, B6, B12
– the functions of every ingredients above (pls. refer to
client’s brief for detailed information)
Our Concern: The functions are slack and lack of
consistence.
Product Profile
英扬•传奇 CC&E 37
• Product form: syrup
– Currently No Vit B complex syrup is found in GZ
Our Concern: Quite new product form;
more suitable for children
Product Profile
英扬•传奇 CC&E 38
Geographical target area
• Targeted cities: SZ, GZ, then roll out to PRD
Our Concern:
• Higher income level in SZ and GZ than other
inland cities
• Food supplement market is more mature
“Only food is not enough for my daily vitamin consume”
英扬•传奇 CC&E 39
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
Weakness
• relatively high price (compared
with local products; daily cost
RMB )
• promotions in the hospital are
limited
• difficult to sum up into one
USP
Opportunity
• less competition ( in terms of VB
complex)
• the awareness of importance of
vitamins is increasing
Threats
• low price strategy of local
product
40
Becombion
品牌印记(Brand Footprint)
42
Becombion
品牌意义
Becombion的意义就是来自德国默克的复合维生素B
Becombion means Vitamin B complex coming from German
Merck
Becombion的意义就是B族维生素均衡糖浆
Becombion means Vitamin B complex balanced syrup
Becombion的意义就是构筑儿童均衡发育的基础
Becombion means a very important basis for children’s balanced
growth
43
Becombion
品牌个性
Becombion是维生素的专家
Becombion is the expert of Vitamin
Becombion是全面合理的
Becombion is comprehensive and equitable
Becombion是严谨的
Becombion is severe
英扬•传奇 CC&E 44
• 品牌意义
• Becombion的意义就是来自德国
默克的复合维生素B
• Becombion means Vitamin B
complex coming from German
Merck
• Becombion的意义就是B族维生素
均衡糖浆
• Becombion means Vitamin B
complex balanced syrup
• Becombion的意义就是构筑儿童
均衡发育的基础
• Becombion means a very
important basis for children’s
balanced growth
• 品牌个性
• Becombion是维生素的专家
• Becombion is the expert of
Vitamin
• Becombion是全面合理的
• Becombion is comprehensive
and equitable
• Becombion是严谨的
• Becombion is severe
Becombion
45
Becombion
销售策略(Selling Strategy)
46
Becombion
销售策略(Selling Strategy)
品牌位置：来自德国默克的复合维
生素B均衡糖浆
The Brand Position: Vitamin B
Complex Balanced Syrup coming
from German Merck
47
Becombion
销售策略(Selling Strategy)
品牌目标：儿童均衡发育的基础
营养源
The Brand Objective: The Basic Nutrition
Resource Of Children’s Balanced Growth
48
Becombion
销售策略(Selling Strategy)
广告角色：向消费者传达“复合维生素
B与儿童均衡发育息息相关”的概念
The Specific Role Of The Advertising:
Deliver the message that children’s
balanced growth is closely bound up with
Vitamin B complex
49
Becombion
销售策略(Selling Strategy)
销售概念构架(The Selling Idea Platform)
：
A）概念性目标客层/谨慎的母亲
The Conceptual Target/ Careful And Caring
Mothers
50
Becombion
销售策略(Selling Strategy)
销售概念构架(The Selling Idea Platform)：
D）强有力的支持事实(The Compelling Truth):
功能上：中国市场上唯一糖浆型复合维生素B产品
Function：The only syrup type for Vitamin B
Complex In China Market
51
Becombion
销售策略(Selling Strategy)
销售概念构架(The Selling Idea Platform)：
D）强有力的支持事实:
品牌上:默克是维生素C的发现者
The Compelling Truth:Merck is the discoverer
of Vitamin C
52
Becombion
销售策略(Selling Strategy)
销售概念构架(The Selling Idea Platform)：
B）最核心的欲望：希望孩子发育尽善尽美
The Core Desire/ Hope My Kids Grow Perfectly
53
Becombion
销售策略(Selling Strategy)
销售概念构架(The Selling Idea Platform)：
C）品牌如何最完美满足最核心的欲望：
Becombion 全面补充维生素B族
营养,改善孩子的胃口，帮助孩子均衡发育
How The Brand Best Fulfills The Core Desire：
Becombion provides children with comprehensive
Vitamin B complex nutrition,helps stimulate appetite
and grow in a balanced way.
54
Becombion
销售策略(Selling Strategy)
销售概念: 构筑儿童均衡发育的基础
The Selling Idea: Becombion helps to
constructing the foundation of children’s
balanced growth.
55
Becombion
销售策略(Selling Strategy)
创意概念:让儿童均衡发育
均衡发育从维B开始
Ad Works : Let Children Grow In a Balanced
Way.
56
Seven Seas Multivitamin Syrup
英扬•传奇 CC&E 57
• Product category: health food
• Ingredients:
– basement:cod liver oil(from deep sea)
– supplement:Vit A, B1, B2, B3, B6, C, D, E
• Flavor: Orange flavor (real orange juice)
Product Profile
英扬•传奇 CC&E 58
Our Concern:
• 7s MVS is more than traditional fish liver
oil.
Product Profile
英扬•传奇 CC&E 59
Potential Competitors for 7s
MVS
• the order of nutrition mentioned by consumers
(with aided or unaided?) :
Calcium, fish liver oil, Multivitamin,Vit C, Iron and
Vit B complex.
英扬•传奇 CC&E 60
Our Concern:
• Different from Vit B, the necessary of fish
liver oil is much greater in consumers’ mind,
though they maybe can’t name its functions
in details.
• The market of fish liver oil is more mature.
Potential Competitors for 7s
MVS
英扬•传奇 CC&E 61
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 ;
Junior Centrum--RMB ;
Kiddi--RMB
Scotts--RMB
7s MVS--RMB
英扬•传奇 CC&E 62
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 CC&E 63
• The buying intention of product:
– GZ: %; SZ: %
• The perceived price: around RMB 62/per
bottle
Consumer’s Attitude
英扬•传奇 CC&E 64
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 CC&E 65
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)
66
Seven Seas
七 海
品牌印记(Brand Footprint)
67
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
68
Seven Seas 七 海
品牌印记(Brand Footprint)
品牌个性
七海是有益的
Seven Seas is beneficial
七海是健康的
Seven Seas is healthy
七海是可爱的
Seven Seas is lovely
英扬•传奇 CC&E 69
Seven Seas
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
品牌个性
七海是有益的
Seven Seas is beneficial
七海是健康安全的
Seven Seas is healthy safety
七海是可爱的
Seven Seas is lovely
70
Seven Seas
七 海
销售策略(Selling Strategy)
品牌位置：来自深海的多种维生素鱼肝油儿童
保健糖浆
Brand Position: The deep sea Fish Liver Oil Health
Syrup with multi- Vitamins For Children Only
71
Seven Seas
七 海
销售策略(Selling Strategy)
品牌目标：纯净有益的儿童营养必要补充剂
Brand Objective: Anti-pollution And Natural
Nutrition Supplement Necessary For Children’s
health
72
Seven Seas
七 海
销售策略(Selling Strategy)
广告角色：告诉消费者七海不是一般的鱼肝油
The Specific Role Of The Advertising: Tell the
consumer that Seven Seas is no ordinary fish liver oil
73
Seven Seas 七 海
销售策略(Selling Strategy)
销售概念构架(The Selling Idea Platform)：
A）概念性目标客层：了解鱼肝油的母亲
The Conceptual Target：learned Mothers On
Fish Liver Oil Knowledge
74
Seven Seas 七 海
销售策略(Selling Strategy)
销售概念构架(The Selling Idea
Platform)：
B）最核心的欲望:希望自己孩子不一般
The Core Desire:
“My child is no ordinary kid！”.
75
Seven Seas
七 海
销售策略(Selling Strategy)
销售概念构架(The Selling Idea Platform)：
C）品牌如何最完美满足最核心的欲望:通过塑造七
海不是一般的鱼肝油的品牌形象来满足消费者希望
孩子不一般的心理需求
How The Brand Best Fulfills The Core Desire: Seven
Seas satisfies the consumer’s psychological needs
which hoping her kid is no ordinary by building seven
seas “ no ordinary ” brand image
76
Seven Seas
七 海
销售策略(Selling Strategy)
销售概念构架(The Selling Idea Platform)：
D）强有力的支持事实:
功能上:含有多种重要维生素和深海鱼肝油的成份
The Compelling Truth:
Function: Have The Ingredients Of Multi—vitamins
And Fish liver Oil Coming From The Deep North Sea
77
Seven Seas
七 海
销售策略(Selling Strategy)
销售概念构架(The Selling Idea Platform)：
D）强有力的支持事实:
品牌上:来自德国默克
The Compelling Truth:
Brand:From German Merck
78
Seven Seas
七 海
销售策略(Selling Strategy)
销售概念：不一般的鱼肝油
The Selling Idea:
No Ordinary Fish Liver Oil
79
Seven Seas
七 海
销售策略(Selling Strategy)
创意概念：七海宝宝更出众
The Creative Idea:
Outstanding seven seas，
outstanding kids
80
Dr Freeman Cough & Cold
Syrup for Children
英扬•传奇 CC&E 81
Cough & Cold Market Overview
• The market is huge: RMB 876mn (98’)
82
图示结论：
1、不论男性被访
人群,还是女性被
访人群感冒前绝大
多数人都有感冒前
兆或感冒症状
2、其中有轻度症
状者占绝大多数，
男性为%,女性
为%
3、可以推断——
几乎所有人感冒前
都有或多或少的症
状
Settings of Consumption by the Whole Sample:
Number：511
Gender Group：16----60
SOURCE:IMI
83
Location of Buying Cold Medicine By the Whole Sample:
Number：510
Gender Group：16----60岁
Multiple Answers ,so percent may extra- 100%
图示结论：
1、%的男性以及
%的女性会在药店
购买感冒药,因此可推断
——不论男性还是女性，
购买感冒药首选的场所
均为药店,其次为医院
或诊所
2、男女消费者在购药
场所选择方面性别差异
不大
SOURCE:IMI
84
The Habit of Keeping Cold Medicine at Home:
Number:624
Say “Yes”:508
Say “No”:116
图示结论：
%的被调查家庭在家
中备有感冒药,只有%
的被调查家庭没有此习惯,
因此可推断——感冒药
是大多数家庭日常必备药。
SOURCE:IMI
英扬•传奇 CC&E 85
Ranking of the ideal brands or kinds
英扬•传奇 CC&E 86
Which Season to Prone to Catch Cold
The Peak Season: winter; spring; the interim between the seasons
英扬•传奇 CC&E 87
• It functions in cough and cold and up to now, no
other products claim to have these two functions
only.
• In the market of cough syrup and
cough&cold&fever syrup, we have key
competitors as below:
– cough syrup: Isedyl from United Laboratory; Jin Min
Children syrup, Shen qu Cough Syrup and Taiji Cough
Syrup
– cough&cold&fever syrup: Tylenol, Bufferin, Xiaobai
Product Profile
英扬•传奇 CC&E 88
• Our Concern: Dr Freeman Cough & Cold
Syrup for Children aims at the early stage of
cold ;Dr Freeman is the sub-brand of merck
only for series cough & cold products.
英扬•传奇 CC&E 89
SWOT
Strength
• Low Price
•Unique Formula
•Good quality
Weakness
• no brand awarness to support the
product
Opportunity
• Concentrate effect on the early stage
of cold
•large cold & cough market
• Competitive voice is not noise in
San dong
•well developed retail
environment
Threats
• strong competition
•Strict regulatory control on
A&P activities
90
品牌印记(Brand Footprint)
91
品牌印记(Brand Footprint)
品牌意义
的意义就是来自德国的感冒药
means a flu drug from German
的意义就是医生推荐使用的
means doctor’s recommended
的意义就是治疗儿童伤风和咳嗽的糖浆
means a cold&cough syrup for children
92
品牌印记(Brand Footprint)
品牌个性
是感冒药专家
is the expert of flu drugs
是可信的
is reliable
是认真负责的
is conscientious
英扬•传奇 CC&E 93
Dr. Freeman
品牌意义
的意义就是来自德
国感冒药
means a flu drug
from German
的意义就是医生推
荐使用的
means doctor’s
endorsement
的意义就是治疗儿
童伤风和咳嗽的糖浆
means a
cold&cough syrup for children
品牌个性
就是感冒专家
is the expert of flu
drugs
是可信的
is reliable
是认真负责的
is conscientious
94
销售策略(Selling Strategy)
95
销售策略(Selling Strategy)
品牌位置：温和有效治疗儿童
伤风咳嗽的糖浆
Brand Position: A Syrup For
Mildly And Effectively Relieving
Children’s Cold&Cough
96
销售策略(Selling Strategy)
品牌目标：感冒药专家
Brand Objective: The Expert Of
Flu Drugs
97
销售策略(Selling Strategy)
广告角色：传达即治疗发烧前的感冒症状
非常重要
The Specific Role Of The Advertising:
Deliver The Message That It Is Very
Important To Cure Cold And Cough In Time
Before Getting Fever
98
销售策略(Selling Strategy)
销售概念构架(The Selling Idea Platform)
：
A）概念性目标客层:细心的父母
The Conceptual Target:
Careful Parents
99
销售策略(Selling Strategy)
销售概念构架(The Selling Idea Platform)
：
B）最核心的欲望/周到
The Core Desire/ Considerate
100
销售策略(Selling Strategy)
销售概念构架(The Selling Idea Platform)
：
C）品牌如何最完美满足最核心的欲望:
感冒药专家的细心周到，让孩子在发烧前
即消除感冒
How The Brand Best Fulfills The Core
Desire: German Flu expert Can Relive
Cold&Cough before kids get fever.
101
销售策略(Selling Strategy）
销售概念构架(The Selling Idea Platform)
：
D）强有力的支持事实:是治疗
感冒的专家
The Compelling Truth: is the
expert in relieving cold&cough
102
销售策略(Selling Strategy)
销售概念： 是细
心严谨的感冒药专家
The Selling Idea:Dr. Freeman is
a solicitude and conscientious
expert in flu drugs
英扬•传奇 CC&E 103
MERCK 默克
• SELLING IDEA
– MAINTANCE THE
FOUNDATION OF
PEOPLES’ HEALTH
维护健康的基础
• CREATIVE IDEA
– THE POWER OF
PROMISE
承诺的力量
英扬•传奇 CC&E 104
1. Preamble
2. Marketing and Competition Overview
3. CC&E Communication Tools
– Footprint
– Selling Strategy
4. Brand/Product Communication Strategy
– Becombion/Becombion Vitamin B Complex Syrup
– Seven Seas/Seven Seas Multivitamin Syrup
– Dr. Freeman/Dr. Freeman Cough & Cold Syrup for Children
5. Creative Concept and Advertising Mechanics
6. Below-the-line and Other Marketing Tactics
105
Below-the-line and Other
Marketing Tactics
106
Becombion
类型：促销活动
Style:SP Activity
主题：儿童拼图有奖活动
Subject:Children’s Jigsaw Puzzle Reward
Activity
对象：2——12岁的儿童
Target:2----12years old children
手段：SP活动期间，买就送“贝康安宝宝”拼图卡片，
儿童用拼图卡片来拼出包装盒上“贝康安宝宝”的各种
姿态，按拼出的姿态种类的多少设立不同奖项
目的：1、提高商品接触及使用率
2、达到品牌指名购买
活动方案
Activity Plan
107
Seven Seas
七 海
活动方案
Activity Plan
类型：事件活动
Style:Event Activity
主题：“不一般宝宝”的“不一般技能”大赛
Subject: “No Ordinary Ability Contest” For “No Ordinary Babies”
对象：2——8岁儿童
Target:2----8years old children
方式：将不一般的产品性能和儿童不一般的健康体能有机
结合，利用报纸和广播电视的社会影响力，进行前期报名、
活动期追踪报道和消息稿的发布，加上开设“儿童与鱼肝油
健康咨询热线”，可望达到社会对多种维生素鱼肝油的接受
和信赖。
108
Seven Seas 七 海
活动方案
Activity Plan
类型：公关活动
Style: PR Activity
主题：“七海伴你每一天”
---------课间餐饭盒温情赠送活动
Subject: “Seven Seas Will Always Love You ”
---------Break Lunch-Box Presentation Activity
对象：上幼儿园或小学的2——8岁儿童
Target:2----8years old children in Kindergartens or Primary Schools
方式：籍由各个幼儿园、小学的课间餐时间向儿童免费提供
七海健康饭盒，树立七海亲切友好的伙伴形象，推进消费者
对企业和商品的信心和口碑效果。
109
活动方案
Activity Plan
类型：PR 活动
Style: PR Activity
主题：“Freeman医生来了”
-----教室小药箱设立工程
Subject: “ is Coming”
------Classroom First-Aid Kit Installment Project
对象：幼儿园和小学
Target:Kindergartens and Primary Schools
方式：将FREEMAN医生感冒专家的形象籍由赠送小药箱到学校
的这一公益活动形式，拉近品牌与目标消费者的心理和空间距离
，加强消费者对FREEMAN医生的信心和依赖。
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