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ByEstelaKuo郭伟琼2003年12月12日江西南昌创业公司的营销与品牌管理EntrepreneurialMarketing&BrandManagement培训内容1.导言2.创业期中的营销工作推展与营销团队建立3.从品牌建立到品牌扫描到品牌面临的挑战4.360度品牌传播理论与360度世界中的创意5.案例分享想像你刚刚成立了一个公司...•刚开始,人员的组成如何?•个人的分工如何?•业务会如何发展?•随着业务的发展,公司的人员和组织结构会有什么变化?市场部功能的演进步驺一步驺二步驺三步走四营销策略立基市场市场渗透产品市场发展新事业发展营销组织非正式且有弹性销售管理产品市场管理企业与事业部营销目标市场的信誉销售量客户满意度产品生命周期与品类管理成功关键因素亲朋好友帮忙生产经济规模功能协调创业与创新TheEvolutionofaMarketingOrganization•问题一–管理层发现无法在营销方面有足够的关注力•诊断–准备进入第二个发展阶段•处方–雇用一个市场部经理–管理层继续负责产品开发制订价格;以及新客户的初步接触与销售支持市场部功能的演进步驺一步驺二步驺三步走四营销策略立基市场市场渗透产品市场发展新事业发展营销组织非正式且有弹性销售管理产品市场管理企业与事业部营销目标市场的信誉销售量客户满意度产品生命周期与品类管理成功关键因素亲朋好友帮忙生产经济规模功能协调创业与创新TheEvolutionofaMarketingOrganization•问题二–产品或市场多到管理层难以协调•诊断–准备进入第三阶段•处方–雇用产品经理并给与销售,广告,调研的支持–授权产品经理管理市场工作–管理层负责市场策略市场部功能的演进步驺一步驺二步驺三步走四营销策略立基市场市场渗透产品市场发展新事业发展营销组织非正式且有弹性销售管理产品市场管理企业与事业部营销目标市场的信誉销售量客户满意度产品生命周期与品类管理成功关键因素亲朋好友帮忙生产经济规模功能协调创业与创新TheEvolutionofaMarketingOrganization•问题三–目前市场规模下,成长有限•诊断–准备进入第三阶段•处方–将市场工作下放到各个负责部门–成立集团市场部负责•评估各部门市场计划•提供市场策划,调研需要的知识与培训•管理集团的市场与传播工作市场部功能的演进步驺一步驺二步驺三步走四营销策略立基市场市场渗透产品市场发展新事业发展营销组织非正式且有弹性销售管理产品市场管理企业与事业部营销目标市场的信誉销售量客户满意度产品生命周期与品类管理成功关键因素亲朋好友帮忙生产经济规模功能协调创业与创新成长中企业的营销组织阶段EntrepreneurialMarketing创业营销OpportunisticMarketing机会营销ResponsiveMarketing回应营销DiversifiedMarketing多元营销MarketingEffectivenessAudit营销效果检验–CustomerPhilosophy客户心理•Doesmanagementrecognizetheimportanceofdesigningthecompanytoservetheneedsandwantsofchosenmarket?•Doesmanagementdevelopdifferentofferingsandmarketingplansfordifferentsegmentsofthemarket?•Doesmanagementtakeawholemarketingsystemview(suppliers,channels,competitors,customers,environment)inplanningitsbusiness?MarketingEffectivenessAudit营销效果检验•Integratedmarketingorganization整合营销组织–Istherehighlevelmarketingintegrationandcontrolofthemajormarketingfunctions?–Doesmarketingmanagementworkwellwithmanagementinresearch,manufacturing,purchasing,physicaldistribution,andfinance?–Howwellorganizedisthenewproductdevelopmentprocess?MarketingEffectivenessAudit营销效果检验•Adequatemarketinginformation足够的市场信息–Whenwerethelatestmarketingresearchstudiesofcustomers,buyinginfluences,channelsandcompetitorsconducted?–Howwelldoesmanagementknowthesalespotentialandprofitabilityofdifferentmarketsegments,customers,territories,products,channelsandordersizes?–Whateffortisexpendedtomeasurethecosteffectivenessofdifferentmarketingexpenditures?MarketingEffectivenessAudit营销效果检验•Strategicorientation策略方向–Whatistheextentofformalmarketingplanning?–Whatisthequalityofthecurrentmarketingstrategy?–Whatistheextentofcontingencythinkingandplanning?•Operationalefficiency操作效率–Howwellisthemarketingthinkingatthetopcommunicatedandimplementeddowntheline?–Ismanagementdoinganeffectivejobwiththemarketingresources?–Doesmanagementshowagoodcapacitytoreactquicklyandeffectivelytoonthespotdevelopment?MarketingEffectivenessAudit营销效果检验360º的品牌管理OgilvyWorldwide奥美集团•Partofthelargestglobalcommunicationgroup,WPP•AnnualbillingUS$8.3billion•90countries,312offices•Globalclientservicenetwork全球客户服务网络•Leadingskillsonbrandbuildingandmanagement•领先的品牌建立与管理技巧•Globalleadershiponintegratedcommunication•独步全球的整合传播理论•Ahmedabad•Auckland•Bangalore•Bangkok•Beijing•Brisbane•Calcutta•Chennai•Colombo•Dhaka•Guangzhou•HoChiMinh•Hyderabad•HongKong•Islamabad•Jakarta•Karachi•KualaLumpur•Lahore•Manila•Melbourne•Mumbai•NewDelhi•Pune•Seoul•Shanghai•Shenyang•Singapore•Sydney•Taipei•Tokyo•WellingtonLargestNetworkInAsia-Pacific................................OgilvyChina奥美中国OgilvyBeijing-230OgilvyShanghai-150OgilvyGuangzhou-83OgilvyHongKong-300Total:1,127staffsOgilvyTaipei-364’00-‘01ChinaRanking奥美中国传播集团排名1.Ogilvy&Mather2.JWalterThompson3.Bates4.DDBWorldwide5.LeoBurnett6.Saatchi&Saatchi7.Grey8.FCB9.EuroRSCGPartnership10.McCann-EricksonGuangmingSource:HK4As,basedonconsolidatedincomeWhatsetsusapartisthepowerofintegrationinbrandmanagement.品牌管理的整合力量,让奥美独占鳌头WhatisaBRAND?品牌是什么?“Abrandisacomplexsymbol.Itistheintangiblesumofaproduct’sattributes,itsname,packaging,andprice,itshistoryandreputation,andthewayit’sadvertised.Abrandisalsodefinedbyconsumers’impressionsofthepeoplewhouseit,aswellastheirownexperience.“DavidOgilvy1955品牌是一个复杂的象征,是无形的产品元素的总和,包括包装,名称,价格,历史,信誉,还有传播的方式.品牌是由使用者基于印象和使用经验来定义的.1955年大卫奥格威Howit’sadvertised.传播的方式Consumers’impressionsofitsusers.消费者对使用者的印象Historyandreputation.历史和信誉Nameandpackaging.名称和包装Product’sphysicalattributes.产品的实际组成Thetotalityaffectstheusers’experience,andinturndefinesthebrand.影响品牌和使用经验的总体Thetotalityofabrand.品牌的全貌•TVC•Newspaperad•Magazinead•Radioad•Webbanners•Outdoorad•POP•RelationshipMarketing•Roadshows•Sponsorship•Userbase•Age•Psychograph•Image•Income•Education•Achievement•“Negatives”•Heritage•Companyculture•Figurehead•Hardfacts•Softnews•Socialandpoliticalstandings•Communityinvolvement•Tradeenvironment•Styles•Materials•Features•Texture•Colors•Price•Quantity•Weight•BrandLogo•Packaging•Brandname•Shoppingbag•Website•Uniform•Showroom•ServiceOgilvy360DegreesBrandStewardship奥美360度品牌管家360DegreesBrandStewardship360度品牌管家Advertising广告PublicRelations公关Activation行动营销Identity视觉管理DirectMarketing直效营销Interactive互动360DegreesBrandStewardship360度品牌管家•Weplaceyourbrandinthecentr