student sme lecture3 7june · new media /audience audience prof. stella l.m. so, cuhk ( june 2011)...
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創建品牌 十個為什麼?創建品牌:十個為什麼?(工業貿易署 品牌推廣研討會)(工業貿易署- 品牌推廣研討會)
第三講第三講品牌策略 : 推廣與傳播
Professor Stella L M SoProfessor Stella L.M. So蘇麗文教授
2011年6月8日香港中文大學工商管理學院市場學系
Prof. Stella L.M. So, CUHK ( June 2011)
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今日講座的內容包括:
1. 市場營銷: • 品牌和營銷新趨勢
2. 執行品牌策略的過程
為什麼 完善的推廣計劃能打造品牌3. 為什麼 完善的推廣計劃能打造品牌?
4. 有效的整合營銷 (Effective IMC) • SME如何利用有限的資金作推廣?• 創造力• 新媒體新媒體
5. 為什麼中小企喜歡用online?
6. 為什麼 涼茶舖都要識IMC?
7 成功品牌故事 ( 總結)
Prof. Stella L.M. So, CUHK ( June 2011)
7. 成功品牌故事 ( 總結)
2
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市場營銷市場營銷=
推銷?推銷?
廣告?廣告?
問卷調查?
Prof. Stella L.M. So, CUHK ( June 2011) 3
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市場營銷是市場營銷是
透過市場營運, 以目標顧客為中心,滿足他們的需要 (needs) 及慾望 (wants) ,
Prof. Stella L.M. So, CUHK ( June 2011)
( ) ( )維持與他們進行長久利益交換 ( exchange) ,以達成企業盈利目標。
資料來源:冼日明及嚴啟明:《勝在營銷》 ,香港市務學會, 香港中文大學市場學(理學)碩士課程 及美商麥格羅.希爾國際股份有限公司聯合出版, 2007, 第7頁4
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市場營銷的定義市場營銷的定義
包含數個核心概念: •需要 (Needs)•需要 (Needs)•欲望 ( Wants) 產品 (G d & S i )•產品 (Goods & Services)
•價值與滿足交換與交易及市場•交換與交易及市場
這些概念相互形成一種循環關係•這些概念相互形成一種循環關係
Prof. Stella L.M. So, CUHK ( June 2011) 5
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Marketing Management OrientationsMarketing Management Orientations
Production concept
Product Concept
Selling concept
Marketing Concept
Societal Marketing
Prof. Stella L.M. So, CUHK ( June 2011)
concept Concept concept Concept Concept
6
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建造品牌與
營銷新趨勢
Prof. Stella L.M. So, CUHK ( June 2011) 7
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在不斷變化的營銷環境
• 關係營 銷• 社會營銷
• 中國營銷• 綠色國銷• 社會營銷
• 高科技銷• 綠色國銷• 體驗營銷
Prof. Stella L.M. So, CUHK ( June 2011) 8
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社會營銷Th S i t l M k ti C tThe Societal Marketing Concept
Prof. Stella L.M. So, CUHK ( June 2011) 9
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社會市場學社會市場學
大眾與社會利益大眾與社會利益
消費者(需求的滿足)
公司(利潤)
Prof. Stella L.M. So, CUHK ( June 2011)
(需求的滿足) (利潤)10
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建立客戶關係Building Customer Relationships
Customer Relationship Management is the overall process of building andthe overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.
Prof. Stella L.M. So, CUHK ( June 2011) 11
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捕捉來自客戶價值Capturing Value from Customers
• Creating Customer Loyalty and Retention(忠誠)( )
• Growing Share of Customer(客源)(客源)
• Building Customer Equity(客戶權益)
Prof. Stella L.M. So, CUHK ( June 2011)
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你的顧客屬於那一種??
Customer Relationship Groups
ButterfliesGood fit between company’s
ff i d t ’
True FriendsGood fit between company’s
ff i d t ’High ity
offerings and customer’s needs; high profit potential
offerings and customer’s needs; highest profit potential
Profitability
rofit
abili
StrangersLittle fit between company’s
BarnaclesLimited fit between company’sLowen
tial P
r
Little fit between company s offerings and customer’s
needs; lowest profit potential
Limited fit between company s offerings and customer’s need;
low profit potential Profitability
Pote
Short-term Long-term
Prof. Stella L.M. So, CUHK ( June 2011)
Customers CustomersProjected Loyalty
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執行品牌策略的過程執行品牌策略的過程
Prof. Stella L.M. So, CUHK ( June 2011)
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Branding Strategy Process
1. Strategic vision: mission, brand core value, brand promise
2 Target market : Who should be focused2. Target market : Who should be focused
3. Objectives : Financial and marketing goals
4. Brand Positioning: Key benefits to customer to purchase
Prof. Stella L.M. So, CUHK ( June 2011)
5. Programs : 4Ps
15
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組成品牌戰略部分Components of a Branding Strategyp g gy
目標市場 Target MarketWhich customer do you want ?
企業目標 B i Obj ti定位
企業目標 Business ObjectivesWhat do you want from the business ?
競爭對手 Target Competitoring 品
牌定
競爭對手 g pWhat competitor do you need to defeat?
個人之處 Benefit Advantage Why should customers buy from you? g
Posi
tioni
y y y競爭優勢 Competitive Advantage
Why will you win ?
品牌計劃 Branding Programme:Bra
ndin
g
品牌計劃 Branding Programme: Advertising Promotion
Public RelationsSelling Internet Other
Prof. Stella L.M. So, CUHK ( June 2011)
How will you implement your branding strategy
16Source : Seton D. (2008) Branding 101, Trump University , John Wiley & Sons, Inc. p.75
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有效的廣告計劃有效的廣告計劃(To develop an Effective advertising plan)
Prof. Stella L.M. So, CUHK ( June 2011)
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Advertising plan
1. Identifying the Target Audience2. Specifying Promotion Objectives2. Specifying Promotion Objectives
Hierarchy of effects (AIDA concept)- Attention (注意)
Interest (興趣)- Interest (興趣)- Desire (慾望)- Action (行動)
3 S i h P i B d3. Setting the Promotion Budget4. Designing the advertising
Message content ( What to say?)Message content ( What to say?)Message execution ( How to say?)
5. Media planningp g6. Scheduling 7. Evaluating
Prof. Stella L.M. So, CUHK ( June 2011) 18
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為什麼為什麼 完善的推廣計劃能打造品牌能打造品牌?
Prof. Stella L.M. So, CUHK ( June 2011) 19
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推廣的目標推廣的目標
刺激需求(Stimulate Demand)
提供信息( Provide
Information)
Demand) 區分產品或服務(Differentiate Products or Information) Services)
推廣
目標穩定
銷售
突出的產品或服務的價值(Accentuate目標
(Promotional Objects)
銷售
( Stabilize Sales)
(Accentuate Products or Services)
Prof. Stella L.M. So, CUHK ( June 2011)
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品牌傳播 整合營銷品牌傳播 – 整合營銷(Integrated Marketing Communication)(Integrated Marketing Communication)
Prof. Stella L.M. So, CUHK ( June 2011)
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整合營銷(Integrated Marketing Communication)
IMC – involves coordinating the various i l l d h k ipromotional elements and other marketing
activities that communicate with firm’s customers.
Prof. Stella L.M. So, CUHK ( June 2011)
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整合營銷 (IMC)整合營銷 (IMC)Broadcast
mediaPrint media (newspapers
Public Relations/ Internet/media
(TV/radio)(newspapers, magazines)
Relations/publicity interactive
T
Directmarketing
Out-of-home media
Target Audience
SalesSales PromotionPersonal selling
Product placements (TV and movies)
Events and sponsorshipWord-of-mouth
Point-of-purchase (displays,
Prof. Stella L.M. So, CUHK ( June 2011)
(TV and movies)sponsorshippackaging)
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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整合營銷與品牌
Brand Identity is a 2010 Brand Value(Millions of Dollars)combination of factors:
Name, logo, symbols, design packaging
(Millions of Dollars)
1. Coca-Cola $ 70,452 design, packaging, product or service performance, and image
2. IBM $ 64,7273. Microsoft $ 60,895 4 G l $ 43 557
p , gor associations in the consumer’s mind.
4. Google $ 43,5575. GE $ 42,8086 M D ld' $ 33 5786. McDonald's $ 33,578 7. Intel $ 32,015 8 Nokia $ 29 495
IMC plays a major role in the process of 8. Nokia $ 29,495
9. Disney $ 28,731 10. HP $ 26,867
role in the process of developing and sustaining brand
Prof. Stella L.M. So, CUHK ( June 2011)
10. HP $ 26,867 identity and equity.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Integrated Marketing CommunicationsIntegrated Marketing Communications
• Customers are changingg g• Marketing strategies are changing
The communications model is shifting from broadcasting to narrowcasting
Prof. Stella L.M. So, CUHK ( June 2011)
g g
25
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Ad ti iAdvertising
• Reaches geographically
• Impersonal• Not directly persuasivegeographically
dispersed buyers• Low cost per exposure
• Not directly persuasive• One-way
communication• Enables repeat
messages• Very expressive tool
• Costly
• Very expressive tool
Positives NegativesPositives Negatives
Prof. Stella L.M. So, CUHK ( June 2011) 26
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Personal SellingPersonal Selling
• Most effective at certain stages of the b ing process
• Extremely expensive per exposure M diffbuying process
• Quick adjustments can be made
• Messages may differ between salespeople
• Customer relationships are formed
Positives Negatives
Prof. Stella L.M. So, CUHK ( June 2011) 27
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Various Uses of Sales Promotion
Introduce new Get existing t t b
Various Uses of Sales Promotion
Introduce new products customers to buy more
Attract new customersCombat Competition
SalesPromotion
p
Maintain sales in off season
Enhance personal selling
Increase retail i t i
Tie in advertising & personal
Prof. Stella L.M. So, CUHK ( June 2011)
inventoriespselling
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S l P tiSales Promotions
• Attract consumer attention
• Short-livedOft t ff ti iattention
• Offer strong incentives to purchase
• Often not effective in long-run brand preferencece ves o pu c se
• Reward quick response
p e e e ce
Positives NegativesPositives Negatives
Prof. Stella L.M. So, CUHK ( June 2011) 29
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Public Relations & Direct Marketing ub c e at o s & ect a et g
Public Relations
i C i
Direct Marketing
• Believable, Credible
• Reach prospects who
• Less public• Immediate• Reach prospects who
avoid salespeople and ads
Immediate• Customized
Q i k• Low Cost
• Quick• Interactive
• Can be dramatic
Prof. Stella L.M. So, CUHK ( June 2011) 30
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Illustrative Factors Affecting Promotion Strategy (heading)
Advertising/ sales Balanced Personal sellingAdvertising/ sales promotion driven
Balanced Personal selling driven
Number and dispersion of buyers
Buyers’ information needs
Small
Hi h
Large
y
Size and importance of purchase
High
Large
Low
SmallDistribution
P d t C l it
DirectChannelProduct Complexity
Post-purchase contact required
High
Yes
Low
No
Prof. Stella L.M. So, CUHK ( June 2011)
YesNo
31
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SME如何利用有限的資金作推廣?How to get the best out of your promotion
budget?budget?
Prof. Stella L.M. So, CUHK ( June 2011)
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決定促銷組合的因素決定促銷組合的因素
市場性質
產品或服務的性質
產品的生命
促銷組合的因素
的性質週期
價格 資金
Prof. Stella L.M. So, CUHK ( June 2011)
價格
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Promotional tools used over the product life cycle of Purina Dog ChowDog Chow
Prof. Stella L.M. So, CUHK ( June 2011) 34
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傳播和創造力傳播和創造力Communication and Creativity Co u c o d C e v y
Prof. Stella L.M. So, CUHK ( June 2011)
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Brand DynamicsBrand Dynamics
HighHigh Success Route
alue
Low Failure Route
Va
Weak Strong
Prof. Stella L.M. So, CUHK ( June 2011)
Awareness
Source: Brand Asset Valuator, Young & Rubicam, yr.com, 2008
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“ You must explain value to your customers first You must explain value to your customers first, then link value to your promotion
programme ”programme.”
“I know you but I don’t like you”
Brand awareness alone does not build strong brand
Prof. Stella L.M. So, CUHK ( June 2011) Source : Seton D. (2008) Branding 101, Trump University , John Wiley & Sons, Inc. p.127
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如何利用媒體讓
消費者認識你的品牌?
Prof. Stella L.M. So, CUHK ( June 2011) 38
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Traditional Transmission ModelTraditional Transmission Model
Integrated I f ti
ConsumerA di
TV, Broadcasting,Newspaper,
Information Audience p p ,
Magazine
Prof. Stella L.M. So, CUHK ( June 2011) Source : Li Xiaohui , Niu Jishun, Chen Youfang and Gao Xue (2010). Integrated Marketing
Communications in Era of New Media-Blue Ocean for SMEs. International Conference on E-Business and E-Government.
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NM Communication ModeNM Communication Mode
Information/A di
Information/A diNew Media /Audience Audience
Prof. Stella L.M. So, CUHK ( June 2011) Source : Li Xiaohui , Niu Jishun, Chen Youfang and Gao Xue (2010). Integrated Marketing
Communications in Era of New Media-Blue Ocean for SMEs. International Conference on E-Business and E-Government.
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The Internet is Shifting the Power Position to the CustomerCustomer
How the Money is Spent is Changing.
Internet Advertising: Very Powerful , Growth is Accelerating.
Consumers Spend 10 hrs/person/day with Media of all Kinds
Ad ti i A C lid tiAdvertising Agency Consolidation
Newly Empowered Consumersy p
The Internet Will be the Most Prominent Medium in the Lives
of the 18-34 Age Group.
41
Prof. Stella L.M. So, CUHK ( June 2011) Source: The Economist, “Crowned at Last: A Survey of Consumer Power,” April 2, 2005, 1‐16.
41
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為什麼 中小企喜歡用 online?為什麼 中小企喜歡用 online?
Prof. Stella L.M. So, CUHK ( June 2011)
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SME 採用網絡宣傳????SME 採用網絡宣傳????
好處 : 成本效益• 成本效益 ( Cost Effective)
• 短時內, 接觸很多人短時內, 接觸很多人( Reach a lot of people who go online)
Prof. Stella L.M. So, CUHK ( June 2011)
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網絡宣傳的2種主要途徑
收費(Pay)收費( y)點擊收費
(pay –per- click) , pay-per view, p y pe v ew,
Banner Ad
流量 顧客資料庫D t b ( il
免費(Free)寫Blog
( Get Traffic) Data base (e-mail, preferences)
寫Blog (微博,Xanga) ,
社交媒體( Social Media( Social Media –
Facebook, Twitter, MSN,人人網) How well SME’s online promotion
campaign are performing?Prof. Stella L.M. So, CUHK ( June 2011)
campaign are performing?
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為什麼 涼茶舖都要識IMC?為什麼 涼茶舖都要識IMC?
Prof. Stella L.M. So, CUHK ( June 2011)
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品牌傳播:鴻福堂品牌傳播:鴻福堂(Communication Strategy)(Communication Strategy)
Prof. Stella L.M. So, CUHK ( June 2011)
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鴻福堂 –品牌傳播
• 定位:「家」的溫暖、媽媽般的關愛• 定位: 家」的溫暖、媽媽般的關愛整合營銷 : 廣告 -電視,雜誌,報紙和網絡廣告
Prof. Stella L.M. So, CUHK ( June 2011) Source : Hung Fook Tang Facebook
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贊助電視節目,增加曝光率,加強品牌認受贊助電視節目,增加曝光率,加強品牌認受性 e.g. “ 超級無敵獎門人” 、 “ 美女廚房”
Prof. Stella L.M. So, CUHK ( June 2011) Source : Hung Fook Tang Facebook
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置入式廣告
Prof. Stella L.M. So, CUHK ( June 2011) Source : Hung Fook Tang Facebook
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出版以草本專題的刊物 - 「自家生活」: 提供品牌資訊,中醫師提供的保健養生方法
Prof. Stella L.M. So, CUHK ( June 2011) Source : Hung Fook Tang Facebook
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店鋪配合 : 裝潢以綠色簡約為主 給予年青活力形象裝潢以綠色簡約為主, 給予年青活力形象
Prof. Stella L.M. So, CUHK ( June 2011) Source : Hung Fook Tang Facebook
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開心員工 =開心的顧客 ,重視員工培訓 和溝通 e g 定時與各階層員工聚會通 , e.g. 定時與各階層員工聚會
Prof. Stella L.M. So, CUHK ( June 2011) Source : Hung Fook Tang Facebook
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促銷 (Sale Promotion)
Prof. Stella L.M. So, CUHK ( June 2011) Source : Hung Fook Tang Facebook
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公共關係 (Public Relationship) ( p)
樹立 社會形象樹立 “社會形象” e.g. 2009流感高峰期,門市免費派發200,000e.g. 2009流感高峰期 門市免費派發200,000
支涼茶予大眾市民
Prof. Stella L.M. So, CUHK ( June 2011) Source : Hung Fook Tang Facebook
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“品” = 口碑 (word of mouth)“品” = 口碑 (word of mouth) “品” = 品德,重視產品質素 (無添加)
Prof. Stella L.M. So, CUHK ( June 2011)
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品牌傳播:海天堂品牌傳播:海天堂(Communication Strategy) ( gy)
Prof. Stella L.M. So, CUHK ( June 2011)
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海天堂 品牌傳播 (Communication Strategy)海天堂–品牌傳播 (Communication Strategy)
定位 正宗龜苓膏 專家• 定位 : “ 正宗龜苓膏”專家• 用 “創辦人”俏象作為商標,顯示對旗下產用 創辦人 俏象作為商標 顯示對旗下產
品的信心
Prof. Stella L.M. So, CUHK ( June 2011)
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整合營銷 :整合營銷 : 廣告 -電視,雜誌,報紙和網絡廣告
Prof. Stella L.M. So, CUHK ( June 2011) Source : Hoi Tin Tong Facebook
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每一至兩個月: 推一個新廣告 ,以搞笑手法宣傳, 並多以“創辦人-吳耀明先生”為主角以 創辦人 吳耀明先生 為主角
Prof. Stella L.M. So, CUHK ( June 2011)
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贊助藥膳節目 : “多多益膳” , 介绍养生药膳美食,提高對贊助藥膳節目 : “多多益膳” , 介绍养生药膳美食,提高對健康飲食的關注,加強觀眾對海天堂的 “專家”形象
Prof. Stella L.M. So, CUHK ( June 2011)
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置入式廣告置入式廣告
Prof. Stella L.M. So, CUHK ( June 2011) Source : Hoi Tin Tong Facebook
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促銷 (Sale Promotion)( )
Prof. Stella L.M. So, CUHK ( June 2011)
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E-COUPON
Prof. Stella L.M. So, CUHK ( June 2011)
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店舖配合 :店舖配合 : 裝潢以中式為主, 給予傳統涼茶舖形象
Prof. Stella L.M. So, CUHK ( June 2011)
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公共關係 (Public Relationship)
Prof. Stella L.M. So, CUHK ( June 2011) Source : Hoi Tin Tong Facebook
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中小企如何分析及監測中小企如何分析及監測品牌表現?品牌表現?
Prof. Stella L.M. So, CUHK ( June 2011)
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Effectiveness of B di C i iBranding Communication
Prof. Stella L.M. So, CUHK ( June 2011) 67
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Evaluating Advertising EffectivenessEvaluating Advertising Effectiveness
• Communications effectsS l d fi ff• Sales and profit effects
• Return on Advertising Investment is the net return on advertising investment divided byreturn on advertising investment divided by the costs of the advertising investment
Prof. Stella L.M. So, CUHK ( June 2011) 68
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Measuring the effectiveness of promotionMeasuring the effectiveness of promotion
• Sales• Sales inquiresSales inquires• Change in attitudes toward the
dproduct• Public knowledge ub c ow edge• Awareness
Prof. Stella L.M. So, CUHK ( June 2011) 69
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品牌投資的回報指標品牌投資的回報指標
• Brand Awareness • Brand KnowledgeBrand Knowledge • Brand Positioning• Brand Promise• Brand Personality Recognition• Brand Personality Recognition • Brand Loyalty & Retention• Brand Value
Prof. Stella L.M. So, CUHK ( June 2011) Source: Kolter & Proertsch (2006).TheB2B brand management, p.196
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以客戶基礎的品牌資產金字塔
(Customer-Based Brand Equity Model Model)
忠誠品牌共鳴
忠誠
顧客判斷 顧客情感 顧正面反應
品牌形象品牌表現
顧客判斷 顧客情感客接受
差異點品牌形象品牌表現 受
循環
差異點
品牌特色環
品牌認知
Prof. Stella L.M. So, CUHK ( June 2011) Source: Kolter & Proertsch (2006).TheB2B brand management, p.164
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邁向成功品牌之路邁向成功品牌之路
設計確定你想要
設計和執行
銷定你想要
的品牌地位
傳播策略銷定目標顧評估 位客群
評估你的產品了解
你的顧客
Prof. Stella L.M. So, CUHK ( June 2011)
你的顧客
Source : Seton D. (2008) Branding 101, Trump University , John Wiley & Sons, Inc. p.127
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成功品牌故事成功品牌故事
Prof. Stella L.M. So, CUHK ( June 2011) 73
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安莉芳 (1975) 卓悅 (1991) 莎莎 (1978)
清晰目標客戶群 亞洲女性 女性、內地旅客由青年至成熟人士、東南亞和內地旅客
創新精神 從顧客角度考慮設計 率先引入日本品牌率先推出自助式的銷
售模式
品牌承諾“追求卓越,永無止境”中國名牌十佳內衣品
牌
「以客為先」及「貨真價實」
為顧客提供最新的國際化粧品牌、最物超
所值的購物經驗牌真價實」
所值的購物經驗
產品 服務多樣性
三大品牌:「芬狄詩」、「Comfit」、「LC」, 提供最全面、最新穎
售四百多種名牌產品,一萬五千種化妝品,
產品/服務多樣性Comfit」 LC」
滿足不同年齡層的需要
的美容產品及相關服務
一萬五千種化妝品,護膚品,香水及頭髮
護理產品等
堅持信念 (歷史) 36 年 20 年 33年
向供應商爭取較低的多個專有品牌以及獨
Prof. Stella L.M. So, CUHK ( June 2011)
良好的關係 經銷商向供應商爭取較低的入貨價,保証物超價
值
多個專有品牌以及獨家代理的產品
資料來源: 品牌故事 @ 香港, 香港品牌發展局及香港文匯報, 香港 , 2009年
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壽桃牌 (1960) 稻香集團 (1991)
清晰目標客戶群/潮 「非油炸」: 品牌形象:「好食 低食清晰目標客戶群/潮流
」回應社會對健康的需求
品牌形象:「好食、低食」大眾化
「送禮體面」:重新包裝,打造創新宣傳推廣 : 首創「一蚊
創新精神送禮體面」:重新包裝,打造
成送禮佳品雞」(96’) 「一兩象拔蚌」
(92’)
「用誠意 創新意品牌承諾
「用誠意、創新意」OEM OBM
(中華麵食專家)
成立物流中心 :加強了集團的議價能力和保持產品質素
形象重新定位 「粗眉仔保持品牌年青化 不時推出新產, 保持新鮮感
形象重新定位 ‐‐ > 「粗眉仔」年青有活力
定期翻新店內裝修
針對不同客群
產品/服務多樣性主要分為鮮面、方便麵、碗麵、傳統中華面及禮盒超過150款產品
針對不同客群 : 13個品牌 , e.g. 潮樓,客家好棧, 稻香超級漁港
亦能在同一飲食共存亦能在同一飲食共存
堅持信念 (歷史) 51年 20年
重 「人」 文化 ,優質服
Prof. Stella L.M. So, CUHK ( June 2011)
良好的資源運用/關係
60年代,天然生曬, 節省電費務 : 設立員工滿意度調查機制,聆聽員工意見,加強工
作氣氛資料來源: 品牌故事 @ 香港, 香港品牌發展局及香港文匯報, 香港 , 2009年
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Anything can be Branded !!• Corporations
y g
p• Products
C diti• Commodities • Locations • Endorsers
E• Events • Individual d v du
Prof. Stella L.M. So, CUHK ( June 2011)
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Th k !Thank you !
Prof. Stella L.M. So, CUHK ( June 2011)
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