ABriefIntroductionToDSB英文版.pptx

ABriefIntroductionToDSB英文版.pptx

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ABriefIntroductionToDSBDSBisalocaladvertisingagencyservinginternationalbrands.Wedoaccurateandeffectiveadvertising.TheServiceWhichIsFast&PerfectmThedevotionandprofessionalismthatweshowinourteamworkhavemadeusintoagroupofprofessionalswithfastreaction.Thatsthekeystoneoftheservicethatweprovide.mThefully-developedworkflowarmsourefficiencywithqualityguaranty.Andwebelievethatonlywhenefficiencygoeswithguaranteedqualityisitvaluable.mTheprofessionalismandresponsibilitythatwetreasureandhold,aswellastheconscientiousandresponsiblespiritsofourcooperatorsmakesurethatourjobisdonefastperfectly.First-ClassCooperators（ProductionHome）mTVCProduction:

qYimouZhangProductionUnitqTaiwanGreatlandFilmProductionLtd.qOthersmPrint:

qOneoftheinvestorsofDSB-HongkongGuestAdvertisingCo.IthasalargeprintinghouseonMainlandChinatoguaranteefastservicewithpremiumquality.mGoodrelationshipwithMedia:

qOur12-yearpromotionplanningandproductiondesigningforShanghaiInternationalTVFestival&ShanghaiInternationalFilmFestivalhavebroughtusgoodrelationswithothercitiesacrosstheland.WeAreNotAfterSize.WeAreAfterPerfectionmDSBisnotahugeagency.Ithaslessthan30people.Butitsrightthatcoreteamthatwetakestrongpridein.mWedontturntonewclientseasily.ToprovidegoodsatisfyingservicetoourcurrentclientswhomwealwayscherishisthebestbenefitanddevelopmentforDSB.mDSBnowservesonly5clients,buteachoneofthemisaworld-widefamousbrand.TheBrandWeServemSiemensHomeAppliancesmKodak（All-ChinaPublicRelations）mCarrierAirConditioningmMitsubishiElevatormShanghaiInternationalTVFestival,ShanghaiInternationalFilmFestivalDSB&SiemensHomeAppliancesmEventhoughDSBisnotthesoleagencyforBSH,thegrowing-upofDSBcanneverhappenwithoutBSH.SiemensHomeAppliancesisindispensableinthesoaringoftheDSBreputationinitscircle.MorethanhalfoftheAward-winningworksdonebyDSBin1998camefromthetrustfromBSHinDSB.Somethingweneedtosayisallofthecreativeworksthatwevedonestrictlyadheretothebranddefinitionandaccuratelyaimingatthetargetconsumers,wearenotdoingcreativeworkforprize-winning,ofcourse.DSB&SiemensHomeAppliancesmKeymembersonourSiemensTeam:

SiemensisDSBsmosttreasuredclient.SothebrandteamisheadedbyourGeneralManagerhimself.DSB&SiemensHomeAppliancesmAccountdirector:

Mr.StoneYangmAge:

30mInAdBusinessfor:

6yearsmBrandsserved:

WellaUni-leverfood,General,Samporefrigerator,Sampowashingmachine,Carrier,MitsubishiElevator,SiemensHomeAppliances.CoremembersofourSiemensTeammAccountManager:

Mr.FengXiemAge:

28mInAdBusinessfor:

5yearsmBrandsserved:

WellaChanghongElectronics,Meilingrefrigerator,ChinaTelecom,ChinaUnicom,SiemensHomeAppliancesDSB&SiemensHomeAppliancesmCreativedirector:

Mr.XiaoyunChenmAge:

37mInAdBusinessfor:

5yearsmBrandsserved:

KFC,General,Dove,Ponds,Hazeline,Uni-lever,Kodak,Squibb,Duracell,Carrier,MitsubishiElevator,SiemensHomeAppliances.CoremembersofourSiemensTeammArtDirector:

Mr.YinLiumAge:

37mInAdBusinessfor:

15yearsmBrandsserved:

KFC,General,Dove,Ponds,Hazeline,Uni-lever,Kodak,Squibb,Duracell,Carrier,MitsubishiElevator,SiemensHomeAppliances.1999SIEMENSNewRefrigeratorLaunchCampaignPreparedfor:

BSHHomeAppliancesCo.,Ltd.Preparedby:

DSBAdvertisingDate:

January,1999ContentmMarketandcompetitoranalysismConsumersU&AmBranddefinitionmProductcoreconceptmCommunicationstrategymMediastrategymPromotionplanmSchedulem“HomeofService”SystemmASSplanMarketandCompetitorAnalysisAmong180L-280L:

1999potentialvolume:

7.5mil180L-280L:

75%（5.6mil）others:

25%（1.9mil）Haier1999estimatedshareofHaier:

40%（2.2mil）MarketAnalysis180-280LOthers75%25%Remarks:

Theabovefiguresareestimatedbasedonthestatisticsof1998Source:

LinkSurveyOthersmIngredientsofHaiersmarketshareMedium-price:

48%1.05milHighlycompetitiveRongshenMeilingNationalElexSharpXinfeiHigh-price:

52%1.15milDominantadvantage:

NostrongrivalsExpensiveimportedbrands（Rmb1,000higher）NationalSharp1999NewSiemensRFpotentialvolume:

1.15milMarketAnalysisSource:

LinkSurveySIEMENSStrongPOPsupportNewproductsdevelopmentStrengthofenterprisesHaierSIEMENSElecxAfter-sales-serviceCompetitorAnalysisHighpriceHighqualityIfSiemenscantakeup17%withinhigh-priceRF，theobjectiveof0.19milvolumecanbeachieved.CompetitorAnalysisSummaryqThemajoropportunitycomesfromthehigh-pricemarketdominatedbyHaier。

qTotal99potentialvolumeofSiemenstargetmarket:

1.15milqHaiersbrandrevealsthestrengthofanenterprise,whileitsproductisonepackagedwhichsharesthesimilaritywithotherbrands.qTosnatch17%shareinhigh-pricemarketandachieve0.19milsalesvolumein1999,SiemensisrecommendedtochallengeHaierwithhigh-qualityproductsandsimilarprice.CompetitorAnalysisToachievethetargetof0.19milsalesvolume,weshouldconsider：

qTheweakpointofHaierBreakthroughpointqThestrengthofbrandandproductofSiemensOurnailqHowtoefficientlycause（urge）targetconsumerstochangebrandthroughcommunicationstrategyOurhammerBrandLargegroupstrengthGoodafter-salesservicecare,respect,reassuranceGoodon-siteexhibitionpowerContinuousnewproductsdevelopmentadvancedtechnologyTheadvantageofHaierProductThevarietyofstylesmoreoptionsHighpricegoodqualityExporttrendaworldwidebrandThelargenumberofbuyersreassuranceCompetitorAnalysisCompetitorAnalysisThedisadvantageofHaierBrandPerceivedimagechild,youngmen,youngwomen（obscure,notintegrated）BrandrecognitionmainlyonthestrengthoftheenterpriseinsteadofthebranditselfProductsmalldifferentiationwithotherbrands。

EasiertochangeconsumersbehaviorSiemenscandifferentiateitselfwithHaierConsumersU&AConsumersU&ASix-steppurchaseprocessTriggerConsiderSearchChooseBuyExperienceUpgradeorchangeoldrefrigeratorNewlymarriedKeymotivator:

-nonegativeassociation-newbenefitsIn-storeinfluences-salesman-posters-counterLifestyleTVCWOMSize/typeBrandPriceFeaturesFunctionsPriceBrandPressQualityassuranceBrand/ProducerPricePricePOS-pointofsalesAfter-salesserviceAnyproblemsAshortlistofbrands1-2topofmindProblemsolvingKeymotivator:

-solveallcurrentproblems-newbenefitsSelf-improvementSelf-maintenanceAnyrelatedinformationFitwithpreviousexpectation?

ConsumersU&AmPurchasecriteriaqQualityqFeatures/FunctionsqSizePriceqConvenientusageqAftersalesserviceqBrandqManufacturerQuiteafewfactorsarebeingconsideredwhenpurchasingarefrigerator.Consumersneedtobeprovidedasmuchinformationaspossible.Directandconcreteinformationiswhatconsumersneed.Convenientmessagedeliveryisagoodhelp.ConsumersU&AmSourceofawareness0.00%20.00%40.00%60.00%80.00%POSWOMTV+NPOtherWhyon-siteexhibitionworks?

-TVCisofinsufficient,similarandconfusinginformation-Carefulon-sitecomparisonisneeded-Therecurringmeasuringwhiledeterminingtobuy-Mostofthecurrentprintadsaimatonlyonebenefitpointatatime,whichmakesitdifficultforconsumerstohaveaoverallknowledgeoftherefrigerator.ConsumersU&ASummaryqTheidealbrandlistisaccomplishedinthephaseofinformationaccumulation.Clearandoverallinformationisamust.qTheinitialdecisionismadeinstoresaftercomparison.Theon-siteexhibitioncandirectlyaffecttheconsumersopinion.qThereisrecurringmeasuringwhilemakingfinaldecisionAgedbetween30and45,theownerofrefrigeratorwithaharmoniousfamily,higherlivingstandardthanothersandbefore,caringabouthispublicimageandeagertoberespected,easytobeattractedbymodernproductsbutlackofjudgement,wishingtobetoldtherealbenefit,regardingdinnerasanimportantpartoflife,toobusytogotomarketsfrequently,isafterrichervarietyoffood,takingrefrigeratorashispartnerofenjoyingthelife.CommunicationTargetDescriptionBrandDefinitionmThedifferencewithformerbranddefinition:

qFormer:

self-centered,takingprideingivingashonor,someonewhoistoofarfromconsumers,anintangibleidolqCurrent:

keepingintouchwithyou,anindeedfriendHeisaversatileengineerandinventorwithrichexperience,aneasy-goingmaninreallifeof40yearsold.Friendsorneighborslikeaskinghimforhelpwhileintrouble.Healwaysintroduceyouthelatesttechnology,andteachesyouhowtorecognizeandusethemostadvancedlivingappliance.Apreciousconsultantofyourlife.ProductConceptProductConceptmConsumersneedsqFridge-flexibleshelves,gooduseofspace-smellnotmixed不串味-somesmalltightly-sealedtrays/boxes/drawersneededforsomespecificissues需要小的密封盒/抽屉-removableandwashablerubberring可拆卸封门条qFreezer-separatetransparentdrawers透明隔离抽屉-fast-freezing速冻-ice-making制冰ThenewSiemensRFfullymeetsthevariousstorageneedsofconsumersSource:

ACNielsenSiemens-Delicatedesignfrominsideout-Uniqueandpracticalfunctions-ECP-LED-MemoryalarmCompetitorHaier-power-saving-No-frost-CFC-free-fresh-keeping-Health-NutritionConsumer28-45old，householdincomepermonthaboveRMB2500,theycaremoreaboutthefunction,price,capacity.Beconcernedaboutafter-saleservice,theattractionofbrandtothemismerelyasupplement.Theyareafterahigherlife.AnintellectualRFwithelaboratedesigneverywhere处处设计精到的智能冰箱处处设计精到的智能冰箱ProductCoreConceptCommunicationStrategyKeyIssueinCommunicationHowtopromptHaiersconsumerschangebrandinstore?

如何促使Haier的消费者在店头转换品牌？

CommunicationStrategyRoleofcommunicationUsebrandtospursalesTheformerbranddefinitionisintangibleFarfromtheconsumersComparedtoHaier,Siemenselectricapplianceisnotwell-knownenoughLongtermisrequiredtosetupabrandReinforcethebrandawarenesspurelyTheAdeffectwillbeneglectedinpeaksalesseasonHighAd