student SME Lecture3 7June · New Media /Audience Audience Prof. Stella L.M. So, CUHK ( June 2011) Source : Li Xiaohui , Niu Jishun, Chen Youfang and Gao Xue (2010). Integrated Marketing

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)

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)


7. 成功品牌故事 ( 總結)

2

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

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) ，


( ) ( )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

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


Marketing Management OrientationsMarketing Management Orientations

Production concept

Product Concept

Selling concept

Marketing Concept

Societal Marketing


concept Concept concept Concept Concept

6

建造品牌與

營銷新趨勢


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


社會營銷Th S i t l M k ti C tThe Societal Marketing Concept


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)


(需求的滿足) (利潤)10

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.


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)


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


Customers CustomersProjected Loyalty

執行品牌策略的過程執行品牌策略的過程


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


5. Programs : 4Ps

15

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


How will you implement your branding strategy

16Source : Seton D. (2008) Branding 101, Trump University , John Wiley & Sons, Inc. p.75

有效的廣告計劃有效的廣告計劃(To develop an Effective advertising plan)


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


為什麼為什麼完善的推廣計劃能打造品牌能打造品牌？


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)


品牌傳播整合營銷品牌傳播 – 整合營銷(Integrated Marketing Communication)(Integrated Marketing Communication)


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.


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,


(TV and movies)sponsorshippackaging)

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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


10. HP $ 26,867 identity and equity.

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Integrated Marketing CommunicationsIntegrated Marketing Communications

• Customers are changingg g• Marketing strategies are changing

The communications model is shifting from broadcasting to narrowcasting


g g

25

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


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


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


inventoriespselling

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


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


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


YesNo

31

SME如何利用有限的資金作推廣？How to get the best out of your promotion

budget?budget?


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


價格

Promotional tools used over the product life cycle of Purina Dog ChowDog Chow


傳播和創造力傳播和創造力Communication and Creativity Co u c o d C e v y


Brand DynamicsBrand Dynamics

HighHigh Success Route

alue

Low Failure Route

Va

Weak Strong


Awareness

Source: Brand Asset Valuator, Young & Rubicam, yr.com, 2008

“ 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

如何利用媒體讓

消費者認識你的品牌?


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.

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.

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

為什麼中小企喜歡用 online?為什麼中小企喜歡用 online?


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)


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?

為什麼涼茶舖都要識IMC？為什麼涼茶舖都要識IMC？


品牌傳播:鴻福堂品牌傳播:鴻福堂(Communication Strategy)(Communication Strategy)


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

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”


置入式廣告


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


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


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


促銷 (Sale Promotion)


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


“品” = 口碑 (word of mouth)“品” = 口碑 (word of mouth) “品” = 品德，重視產品質素 (無添加)


品牌傳播:海天堂品牌傳播:海天堂(Communication Strategy) ( gy)


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


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

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


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


置入式廣告置入式廣告


促銷 (Sale Promotion)( )


E-COUPON


店舖配合 :店舖配合 : 裝潢以中式為主，給予傳統涼茶舖形象


公共關係 (Public Relationship)


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?


Effectiveness of B di C i iBranding Communication


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


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


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

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

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


你的顧客

Source : Seton D. (2008) Branding 101, Trump University , John Wiley & Sons, Inc. p.127

成功品牌故事成功品牌故事


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


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

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


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

Anything can be Branded !!• Corporations

y g

p• Products

C diti• Commodities • Locations • Endorsers

E• Events • Individual d v du


Th k !Thank you !


Documents

student SME Lecture3 7June · New Media /Audience Audience Prof. Stella L.M. So, CUHK ( June 2011) Source : Li Xiaohui , Niu Jishun, Chen Youfang and Gao Xue (2010). Integrated Marketing