14. 二十世纪,空调改变了人们的生活方式,提高了人类的生活质量。
科技的发展是“双刃剑”,空调给人类带来舒适的同时也产生了相应的问题:能源消耗、环境破坏、室内空气质量(IAQ)的恶化。
二十一世纪,空调的发展方向是:节能、环保、健康。
ASHRAE:Just as air-conditioning dramatically improved the quality of life for most Americans during the 20th century, improvements in indoor air quality will revolutionize the way we live and work in the coming millennium. CAS资料库
35. 产品是具体的存在,而品牌存在于消费者的认知里,是消费者如何感受一个产品。品牌是通过概念(idea)建立起来的。
A product exists on the supermarket shelf.
A brand resides in consumers’minds.
品牌足迹(Brand Footprint)是对品牌的定义。
销售策略(Selling Strategy)是建立吸引消费者、表达品牌足迹、创造品牌及市场优势的概念(idea)的过程。
38. Respondents thought that Korean or Chinese products have quite an impaired image, since their experience with products of such origin relates to the “gadgets”, sold by street vendors (pens, alarm clocks, etc.) Consequently, they evaluate that the products coming from these Asian countries, in general, have questionable quality.
The products coming form these countries do not enjoy a good image here in Brazil. People hardly trust these products, considering them: poor quality, little durable, poor technology, no tradition, and ugly, outdated.
Good, more affordable price was mentioned by 21%. However, this is one of the aspects that vest these products with poor quality.
Pulse - Brazil
39. As a consequence of the image of Chinese backward amongst Italian people, the production and the export of white and brown goods are seen as:
No confidence: low quality due to no know-how
Cheap: low quality=low prices
No originality: the bad version of the Japanese production
Lack in design: the limits to the cultural changes imposed by China give way to a perception of ignorance in the western tastes of Chinese people.
Pulse - Italy
41. 品牌知名度/偏好度 - 产品认知度
消费者对空调产品功能、技术特点缺乏认知,对各品牌的产品特点不能清晰的区分。
A purchase strongly driven by the price or the retailer.
A purchase strongly driven by the technical installator.
People get information on it only when they buy one.
The ill-informed consumer decides mostly in economic and aesthetic terms.
Pulse - Italy
42. Brand Awareness:
Springer, Arno, Singer and National, but they do not aware the details and differences across brands.
Decision making for purchasing:
If they buy the air-conditioner, they would ask the salesman in the large household appliance about brands and products.
When they making the decision, the consideration should be include: reasonable price, compact size of the appliance, beautiful and modern design, famous and reliable brand, also noise free.
On the other hand, such characteristics in a same brand with installing support and providing post-sale service should be the advantage. Technical support service is necessary for the brands of household appliance.
Pulse - Brazil
43. Specific Role of the Advertising广告的角色
实现Midea品牌目标,广告所担任的特定角色
唤起海外市场对Midea品牌积极的情感反应
50. The Selling Idea销售主张
策略性的核心概念,明确广告说什么,由此发展出创意概念
Midea,创造和谐
这是所有传播活动的Main Message。
电视广告、报纸广告、展览会、招商活动、促销等等所有传播活动都必须围绕这一销售主张进行。
51. The Selling Idea销售主张
策略性的核心概念,明确广告说什么,由此发展出创意概念
Midea,创造和谐
销售主张是策略性的核心概念,规定了“说什么”
创意概念(Creative Idea)则解决“怎么说”
52. Overall Perceptual Shift
From:Brand Position
低价劣质产品
To:Brand Objective
我感觉很好的空调
Specific Role of the Advertising
唤起海外市场对Midea品牌积极的情感反应
Selling Strategy Platform
Conceptual Target
奋斗者/感觉压力者
Core Desire
舒缓紧张与压力,享受舒适的生活
How the Brand Best Fulfills the Core Desire
“为人类创造美好生活”的企业理念
Compelling Truth
“创新”的企业精神
The Selling Idea
Midea,创造和谐
57. 形象导向策略案例
American Airlines在电视上做形象广告,广告口号Something Special in the Air。画面则是描绘与情感有关的场景,比如商务旅行人员重要的家庭团聚,或是航空公司员工努力工作确保乘客的安全。报纸广告则描述服务等级排列,或者飞行的目的地。所用的广告口号依然是Something Special in the Air。
Midea国际市场品牌推广可行的方案是首先建立Midea的全球品牌形象,这是出口公司对经销的支持与品牌管理,也是麦肯的当务之急的工作。
65. 创意概念(Creative Idea)
什么样的创意概念能表达策略性的销售意念:
Midea,创造和谐
摩托罗拉的Wings很好的反映出其销售主张:Motorola lets you take your world with you – where/when/how you want to,Midea的创意概念是什么?
与创意概念相关的是其代言人(物)或典型意象,国内市场所用的“熊”的形象不适于海外市场的推广,理由有二:与可口可乐的“熊”混淆,憨厚有余与生机盎然的品牌个性反映的创新精神冲突。
78. Overall Perceptual Shift
From:Brand Position
低价劣质产品
To:Brand Objective
我感觉很好的空调
Specific Role of the Advertising
唤起海外市场对Midea品牌积极的情感反应
Selling Strategy Platform
Conceptual Target
奋斗者/感觉压力者
Core Desire
舒缓紧张与压力,享受舒适的生活
How the Brand Best Fulfills the Core Desire
“为人类创造美好生活”的企业理念
Compelling Truth
“创新”的企业精神
The Selling Idea
Midea,创造和谐