4a广告策划提案-英扬传奇-品牌的个性和意义(ppt108)-广告策划(编辑修改稿)

4a广告策划提案-英扬传奇-品牌的个性和意义(ppt108)-广告策划(编辑修改稿)内容摘要：

GZ, then roll out to PRD Our Concern: • Higher ine level in SZ and GZ than other inland cities • Food supplement market is more mature ―Only food is not enough for my daily vitamin consume‖ 英扬 •传奇 CCamp。 E 39 SWOT Strength • more suitable for children • syrup form •sweet, fruity flavor • more flexible in anizing our message delivery and ad censorship as registered as health food Weakness • relatively high price (pared with local products。 daily cost RMB ) • promotions in the hospital are limited • difficult to sum up into one USP Opportunity • less petition ( in terms of VB plex) • the awareness of importance of vitamins is increasing Threats • low price strategy of local product 40 Bebion 品牌印记 (Brand Footprint) 41 Bebion 品牌意义 Bebion的意义就是 来自德国默克的复合维生素 B Bebion means Vitamin B plex ing from German Merck Bebion的意义就是 B族维生素均衡糖浆 Bebion means Vitamin B plex balanced syrup Bebion的意义就是 构筑儿童均衡发育的基础 Bebion means a very important basis for children’s balanced growth 42 Bebion 品牌个性 Bebion是 维生素的专家 Bebion is the expert of Vitamin Bebion是 全面合理的 Bebion is prehensive and equitable Bebion是 严谨的 Bebion is severe 英扬 •传奇 CCamp。 E 43 • 品牌意义 • Bebion的意义就是 来自德国默克的复合维生素 B • Bebion means Vitamin B plex ing from German Merck • Bebion的意义就是 B族维生素均衡糖浆 • Bebion means Vitamin B plex balanced syrup • Bebion的意义就是 构筑儿童均衡发育的基础 • Bebion means a very important basis for children’s balanced growth • 品牌个性 • Bebion是 维生素的专家 • Bebion is the expert of Vitamin • Bebion是 全面合理的 • Bebion is prehensive and equitable • Bebion是 严谨的 • Bebion is severe Bebion 44 Bebion 销售策略 (Selling Strategy) 45 Bebion 销售策略 (Selling Strategy) 品牌位置 ： 来自德国默克的复合维 生素 B均衡糖浆 The Brand Position: Vitamin B Complex Balanced Syrup ing from German Merck 46 Bebion 销售策略 (Selling Strategy) 品牌目标： 儿童均衡发育的基础 营养源 The Brand Objective: The Basic Nutrition Resource Of Children’s Balanced Growth 47 Bebion 销售策略 (Selling Strategy) 广告角色： 向消费者传达 “ 复合维生素B与儿童均衡发育息息相关 ”的概念 The Specific Role Of The Advertising: Deliver the message that children’s balanced growth is closely bound up with Vitamin B plex 48 Bebion 销售策略 (Selling Strategy) 销售概念构架 (The Selling Idea Platform)： A）概念性目标客层 /谨慎的母亲 The Conceptual Target/ Careful And Caring Mothers 49 Bebion 销售策略 (Selling Strategy) 销售概念构架 (The Selling Idea Platform)： D）强有力的支持事实 (The Compelling Truth): 功能上 ： 中国市场上唯一糖浆型复合维生素 B产品 Function： The only syrup type for Vitamin B Complex In China Market 50 Bebion 销售策略 (Selling Strategy) 销售概念构架 (The Selling Idea Platform)： D）强有力的支持事实 : 品牌上 :默克是维生素 C的发现者 The Compelling Truth:Merck is the discoverer of Vitamin C 51 Bebion 销售策略 (Selling Strategy) 销售概念构架 (The Selling Idea Platform)： B） 最核心的欲望： 希望孩子发育尽善尽美 The Core Desire/ Hope My Kids Grow Perfectly 52 Bebion 销售策略 (Selling Strategy) 销售概念构架 (The Selling Idea Platform)： C） 品牌如何最完美满足最核心的欲望： Bebion 全面补充维生素 B族 营养 ,改善孩子的胃口，帮助孩子均衡发育 How The Brand Best Fulfills The Core Desire：Bebion provides children with prehensive Vitamin B plex nutrition,helps stimulate appetite and grow in a balanced way. 53 Bebion 销售策略 (Selling Strategy) 销售概念 : 构筑儿童均衡发育的基础 The Selling Idea: Bebion helps to constructing the foundation of children’s balanced growth. 54 Bebion 销售策略 (Selling Strategy) 创意概念 :让儿童均衡发育 均衡发育从维 B开始 Ad Works : Let Children Grow In a Balanced Way. 55 Seven Seas Multivitamin Syrup 英扬 •传奇 CCamp。 E 56 • Product category: health food • Ingredients: – basement:cod liver oil(from deep sea) – supplement:Vit A, B1, B2, B3, B6, C, D, E • Flavor: Orange flavor (real orange juice) Product Profile 英扬 •传奇 CCamp。 E 57 Our Concern: • 7s MVS is more than traditional fish liver oil. Product Profile 英扬 •传奇 CCamp。 E 58 Potential Competitors for 7s MVS • the order of nutrition mentioned by consumers (with aided or unaided?) : Calcium, fish liver oil, Multivitamin,Vit C, Iron and Vit B plex. 英扬 •传奇 CCamp。 E 59 Our Concern: • Different from Vit B, the necessary of fish liver oil is much greater in consumers’ mind, though they maybe can’t name its functions in details. • The market of fish liver oil is more mature. Potential Competitors for 7s MVS 英扬 •传奇 CCamp。 E 60 Real Competition • The major players in the multivitamin category are: Junior Theragan, Junior Centrum, Kiddi, and Scotts • In term of daily cost, 7s MVS rated in the middle position. Junior。 Junior CentrumRMB。 KiddiRMB。 ScottsRMB 7s MVSRMB 英扬 •传奇 CCamp。 E 61 Consumer’s Attitude • Researches show the majority of mothers are interested in product concept – GZ: ―helps stimulate appetite‖。 ‖contains cod liver oil‖。 ‖helps brain development‖ – SZ: ―contains many essential vitamins‖。 ―contains cod liver oil‖。 ―helps in strengthening bone issue‖ 英扬 •传奇 CCamp。 E 62 • The buying intention of product: – GZ: %。 SZ: % • The perceived price: around RMB 62/per bottle Consumer’s Attitude 英扬 •传奇 CCamp。 E 63 Geographical Target Area • 1st target cities: SZ, GZ, then roll out to PRD • 2nd target cities: SH and BJ (launched in late 2020) 英扬 •传奇 CCamp。 E 64 SWOT Strength • more suitable for children • syrup form •sweet, fruity flavor • more flexible in anizing our m。