策略培训英文版02

ABriefIntroductionToDSBDSBisalocaladvertisingagencyservinginternationalbrands.Wedoaccurateandeffectiveadvertising.TheServiceWhichIsFast&PerfectThedevotionandprofessionalismthatweshowinourteamworkhavemadeusintoagroupofprofessionalswithfastreaction.That’sthekeystoneoftheservicethatweprovide.Thefully-developedworkflowarmsourefficiencywithqualityguaranty.Andwebelievethatonlywhenefficiencygoeswithguaranteedqualityisitvaluable.Theprofessionalismandresponsibilitythatwetreasureandhold,aswellastheconscientiousandresponsiblespiritsofourcooperatorsmakesurethatourjobisdonefastperfectly.First-ClassCooperators(ProductionHome)TVCProduction:YimouZhangProductionUnitTaiwanGreatlandFilmProductionLtd.OthersPrint:OneoftheinvestorsofDSB--HongkongGuestAdvertisingCo..IthasalargeprintinghouseonMainlandChinatoguaranteefastservicewithpremiumquality.GoodrelationshipwithMedia:Our12-yearpromotionplanningandproductiondesigningforShanghaiInternationalTVFestival&ShanghaiInternationalFilmFestivalhavebroughtusgoodrelationswithothercitiesacrosstheland.WeAreNotAfterSize.WeAreAfterPerfectionDSBisnotahugeagency.Ithaslessthan30people.Butit’srightthatcoreteamthatwetakestrongpridein.Wedon’tturntonewclientseasily.ToprovidegoodsatisfyingservicetoourcurrentclientswhomwealwayscherishisthebestbenefitanddevelopmentforDSB.DSBnowservesonly5clients,buteachoneofthemisaworld-widefamousbrand.TheBrandWeServeSiemensHomeAppliancesKodak(All-ChinaPublicRelations)CarrierAirConditioningMitsubishiElevatorShanghaiInternationalTVFestival,ShanghaiInternationalFilmFestivalDSB&SiemensHomeAppliancesEventhoughDSBisnotthesoleagencyforBSH,thegrowing-upofDSBcanneverhappenwithoutBSH.SiemensHomeAppliancesisindispensableinthesoaringoftheDSBreputationinitscircle.MorethanhalfoftheAward-winningworksdonebyDSBin1998camefromthetrustfromBSHinDSB.Somethingweneedtosayisallofthecreativeworksthatwe’vedonestrictlyadheretothebranddefinitionandaccuratelyaimingatthetargetconsumers,wearenotdoingcreativeworkforprize-winning,ofcourse.DSB&SiemensHomeAppliancesKeymembersonourSiemensTeam:SiemensisDSB’smosttreasuredclient.SothebrandteamisheadedbyourGeneralManagerhimself.DSB&SiemensHomeAppliancesAccountdirector:Mr.StoneYangAge:30InAdBusinessfor:6yearsBrandsserved:WellaUni-leverfood,General,Samporefrigerator,Sampowashingmachine,Carrier,MitsubishiElevator,SiemensHomeAppliances.CoremembersofourSiemensTeamAccountManager:Mr.FengXieAge:28InAdBusinessfor:5yearsBrandsserved:WellaChanghongElectronics,Meilingrefrigerator,ChinaTelecom,ChinaUnicom,SiemensHomeAppliancesDSB&SiemensHomeAppliancesCreativedirector:Mr.XiaoyunChenAge:37InAdBusinessfor:5yearsBrandsserved:KFC,General,Dove,Pond’s,Hazeline,Uni-lever,Kodak,Squibb,Duracell,Carrier,MitsubishiElevator,SiemensHomeAppliances.CoremembersofourSiemensTeamArtDirector:Mr.YinLiuAge:37InAdBusinessfor:15yearsBrandsserved:KFC,General,Dove,Pond’s,Hazeline,Uni-lever,Kodak,Squibb,Duracell,Carrier,MitsubishiElevator,SiemensHomeAppliances.1999SIEMENSNewRefrigeratorLaunchCampaignPreparedfor:BSHHomeAppliancesCo.,Ltd.Preparedby:DSBAdvertisingDate:January,1999ContentMarketandcompetitoranalysisConsumers’U&ABranddefinitionProductcoreconceptCommunicationstrategyMediastrategyPromotionplanSchedule“HomeofService”SystemASSplanMarketandCompetitorAnalysisAmong180L-280L:1999potentialvolume:7.5mil180L-280L:75%(5.6mil)others:25%(1.9mil)Haier1999estimatedshareofHaier:40%(2.2mil)MarketAnalysis180-280LOthers75%25%Remarks:Theabovefiguresareestimatedbasedonthestatisticsof1998Source:LinkSurveyOthersIngredientsofHaier’smarketshareMedium-price:48%1.05milHighlycompetitiveRongshenMeilingNationalElexSharpXinfeiHigh-price:52%1.15milDominantadvantage:•Nostrongrivals•Expensiveimportedbrands(Rmb1,000higher)NationalSharp1999NewSiemensRFpotentialvolume:1.15milMarketAnalysisSource:LinkSurveySIEMENSStrongPOPsupportNewproductsdevelopmentStrengthofenterprisesElecxAfter-sales-serviceCompetitorAnalysisHighpriceHighqualityIfSiemenscantakeup17%withinhigh-priceRF，theobjectiveof0.19milvolumecanbeachieved.CompetitorAnalysisSummaryThemajoropportunitycomesfromthehigh-pricemarketdominatedbyHaier。Total99potentialvolumeofSiemens’targetmarket:1.15milHaier’sbrandrevealsthestrengthofanenterprise,whileitsproductisonepackagedwhichsharesthesimilaritywithotherbrands.Tosnatch17%shareinhigh-pricemarketandachieve0.19milsalesvolumein1999,SiemensisrecommendedtochallengeHaierwithhigh-qualityproductsandsimilarprice.CompetitorAnalysisToachievethetargetof0.19milsalesvolume,weshouldconsider：TheweakpointofHaierBreakthroughpointThestrengthofbrandandproductofSiemensOurnailHowtoefficientlycause(urge)targetconsumerstochangebrandthroughcommunicationstrategyOurhammerBrandLargegroup－－strengthGoodafter-salesservice－care,respect,reassuranceGoodon-siteexhibition－－powerContinuousnewproductsdevelopment－－advancedtechnologyTheadvantageofHaierProductThevarietyofstyles－－moreoptionsHighprice－－goodqualityExporttrend－－aworldwidebrandThelargenumberofbuyers－－reassuranceCompetitorAnalysisCompetitorAnalysisThe