文档介绍：销售策略Selling Strategy
Brand/Product品牌/产品
Provide a inct description of the Brand/Product to be advertised.
Brand Position (品牌位置):网虫DVD
What position does the brand currently occupy in the consumer’s mind-and why?
目前品牌在消费者心目中的位置是什么,为什么会这样?
品牌
品牌位置
新天利
网虫DVD
Brand Objective (品牌目标):家庭网络中心
How do we want to position the brand in the consumer’s mind? (.. What conceptual space do we wand to own?)
我们期望品牌在消费头脑中的形象和位置是什么?我们期望什么样的定位?
功能: 可上网的DVD
心理: 轻松上网
品牌: 新天利
品牌
品牌位置
品牌目标
新天利
网虫DVD
家庭网络中心
The Selling Idea Platform (销售意念架构)
Role of munications广告的角色/传达
What specifically is the role of the advertising and how does it fit the brand objective?
Conceptual Target 概念目标
What“natural”grouping of consumers, bound by a set mon values, attitudes, aspirations…
Do we wish to reach?
想上网但没有电脑的家庭,此外他们也是DVD的潜在消费者
Core Desire 最核心的欲望
What deeply held desire, need, hope…fear of the Conceptual Target can the brand best fulfil?
轻松上网
How the Brand Best Fulfils the Core Desire 品牌如何最完美地满足最核心的欲望
What is the functional/symbolic role of the product category in the live of the Conceptual Target?
Compelling Truth 强而有力的支持事实
What is the pelling rationale to support the Role of the Product?
有何最有力的事实可以支持到产品和品牌?
强而有力的功能事实
特定事实
品牌
Selling Idea (销售意念)
What is the spark that will propel the brand toward its objective?
有何思想闪光可推动品牌达到其品牌目标?
品牌
销售意念
创意意念
The Deliverables传播策略