A Brief Introduction To DSB.ppt
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1、A Brief Introduction To DSB,DSB is a local advertising agency serving international brands. We do accurate and effective advertising.,The Service Which Is Fast & Perfect,The devotion and professionalism that we show in our team work have made us into a group of professionals with fast reaction. That
2、s the keystone of the service that we provide. The fully-developed work flow arms our efficiency with quality guaranty. And we believe that only when efficiency goes with guaranteed quality is it valuable. The professionalism and responsibility that we treasure and hold, as well as the conscientious
3、 and responsible spirits of our cooperators make sure that our job is done fast perfectly.,First-Class Cooperators (Production Home),TVC Production: Yimou Zhang Production Unit Taiwan Greatland Film Production Ltd. Others Print: One of the investors of DSB -Hongkong Guest Advertising Co It has a lar
4、ge printing house on Mainland China to guarantee fast service with premium quality. Good relationship with Media: Our 12-year promotion planning and production designing for Shanghai International TV Festival & Shanghai International Film Festival have brought us good relations with other cities acr
5、oss the land.,We Are Not After Size. We Are After Perfection,DSB is not a huge agency. It has less than 30 people. But its right that core team that we take strong pride in. We dont turn to new clients easily. To provide good satisfying service to our current clients whom we always cherish is the be
6、st benefit and development for DSB. DSB now serves only 5 clients, but each one of them is a world-wide famous brand.,The Brand We Serve,Siemens Home Appliances Kodak (All-China Public Relations) Carrier Air Conditioning Mitsubishi Elevator Shanghai International TV Festival, Shanghai International
7、Film Festival,DSB & Siemens Home Appliances,Even though DSB is not the sole agency for BSH, the growing-up of DSB can never happen without BSH. Siemens Home Appliances is indispensable in the soaring of the DSB reputation in its circle. More than half of the Award-winning works done by DSB in 1998 c
8、ame from the trust from BSH in DSB. Something we need to say is all of the creative works that weve done strictly adhere to the brand definition and accurately aiming at the target consumers, we are not doing creative work for prize-winning, of course.,DSB & Siemens Home Appliances,Key members on ou
9、r Siemens Team: Siemens is DSBs most treasured client. So the brand team is headed by our General Manager himself.,DSB & Siemens Home Appliances,Account director : Mr.Stone Yang Age:30 In Ad Business for :6 years Brands served :Wella Uni-lever food,General,Sampo refrigerator,Sampo washing machine, C
10、arrier, Mitsubishi Elevator ,Siemens Home Appliances.,Core members of our Siemens Team,Account Manager : Mr.Feng Xie Age:28 In Ad Business for :5 years Brands served :Wella Changhong Electronics, Meiling refrigerator, China Telecom, China Unicom, Siemens Home Appliances,DSB & Siemens Home Appliances
11、,Creative director : Mr. Xiaoyun Chen Age:37 In Ad Business for : 5 years Brands served :KFC, General,Dove, Ponds, Hazeline, Uni-lever, Kodak, Squibb, Duracell, Carrier, Mitsubishi Elevator, Siemens Home Appliances.,Core members of our Siemens Team,Art Director: Mr.Yin Liu Age:37 In Ad Business for
12、: 15 years Brands served : KFC, General,Dove, Ponds, Hazeline, Uni-lever, Kodak, Squibb, Duracell, Carrier, Mitsubishi Elevator, Siemens Home Appliances.,1999 SIEMENS New Refrigerator Launch Campaign,Prepared for: BSH Home Appliances Co.,Ltd. Prepared by: DSB Advertising Date: January ,1999,Content,
13、Market and competitor analysis Consumers U&A Brand definition Product core concept Communication strategy Media strategy Promotion plan Schedule “Home of Service” System ASS plan,Market and Competitor Analysis,Among 180L-280L:,1999 potential volume: 7.5mil,180L-280L: 75%(5.6mil) others: 25%(1.9mil),
14、Haier 1999 estimated share of Haier:40% (2.2 mil),Market Analysis,180-280L,Others,75%,25%,Remarks: The above figures are estimated based on the statistics of 1998,Source: Link Survey,Others,Ingredients of Haiers market share,Rongshen Meiling National Elex Sharp Xinfei,Dominant advantage:,No strong r
15、ivals Expensive imported brands (Rmb 1,000 higher),1999 New Siemens RF potential volume:1.15mil,Market Analysis,Source: Link Survey,SIEMENS,Strong POP support,New products development,Strength of enterprises,Haier,SIEMENS,Elecx,After-sales-service,Competitor Analysis,High price,High quality,Competit
16、or Analysis,Summary The major opportunity comes from the high-price market dominated by Haier。 Total 99 potential volume of Siemens target market: 1.15mil Haiers brand reveals the strength of an enterprise, while its product is one packaged which shares the similarity with other brands. To snatch 17
17、% share in high-price market and achieve 0.19 mil sales volume in 1999, Siemens is recommended to challenge Haier with high-quality products and similar price.,Competitor Analysis,To achieve the target of 0.19 mil sales volume, we should consider: The weak point of Haier Breakthrough point The stren
18、gth of brand and product of Siemens Our nail How to efficiently cause(urge) target consumers to change brand through communication strategy Our hammer,Brand Large groupstrength Good after-sales servicecare, respect, reassurance Good on-site exhibitionpower Continuous new products developmentadvanced
19、 technology,The advantage of Haier,Product The variety of stylesmore options High pricegood quality Export trend a worldwide brand The large number of buyersreassurance,Competitor Analysis,Competitor Analysis,The disadvantage of Haier,Brand Perceived image child,young men,young women (obscure, not i
20、ntegrated) Brand recognition mainly on the strength of the enterprise instead of the brand itself,Product small differentiation with other brands。,Consumers U&A,Consumers U&A,Six-step purchase process Trigger Consider Search Choose Buy Experience,Upgrade or change old refrigerator,Newly married,Key
21、motivator: -no negative association -new benefits,In- store influences -salesman -posters -counter,Consumers U&A,Purchase criteria Quality Features/Functions SizePrice Convenient usage After sales service Brand Manufacturer,Consumers U&A,Source of awareness,Why on-site exhibition works? -TVC is of i
22、nsufficient, similar and confusing information -Careful on-site comparison is needed -The recurring measuring while determining to buy -Most of the current print ads aim at only one benefit point at a time, which makes it difficult for consumers to have a overall knowledge of the refrigerator.,Consu
23、mers U&A,Summary The ideal brand list is accomplished in the phase of information accumulation. Clear and overall information is a must. The initial decision is made in stores after comparison. The on-site exhibition can directly affect the consumers opinion. There is recurring measuring while makin
24、g final decision,Aged between 30 and 45, the owner of refrigerator with a harmonious family, higher living standard than others and before, caring about his public image and eager to be respected, easy to be attracted by modern products but lack of judgement,wishing to be told the real benefit, rega
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