11 十一月 2017 Brand Strategy to Skandia Round 2 18th April 2008 Research Review Interview of the Skandia’s management Find the goal and developing direction of Skandia Interview of the distribution channel in Beijing and Shanghai Tel-interview of Skandia’s agent Find out the current situation of distribution channel Case study of similar brand Find the opportunity in the market Focus group of consumers in Beijing and Shanghai Find out how consumer understand the brand and the consumer insight Interview of the high-end consumers (potential) Find opportunities of pushing purchase the UL-product from the consumers’ need Interview of UL-product’s consumers Find the consuming model and brand opinion of consumers Conversazione of Skandia's consumers (Beijing) Brand audit of Skandia and its product consuming model Structure & Process Cultural Context Consumer Context Business Context Brand Scan Brand Audit Brand vision Brand Print Customer Print deliver Destination Vision pany : recap Old Mutual’s vision: Grow market share in the rapidly developing market of China, then expand to rest of Asia Skandia:bsam To e the leading brand in investment insurance in China Context Perspective I Identifying opportunities Skandia-bsam Business Consumer Culture The leader of marketing will take the role of educating the marketing Professional product promotion will need to cultivate key consumer groups - opinion leaders begin Facing the cracker-barrel marketing, sheep mentality and seeking outside help to ease the pressure Business Context Above 10billion(RMB) pany is the main body 10billion-3billioon(RMB) Chinese and panies 3billion-1billion(RMB) panies 1billion(RMB) Chinese and panies Facing petition among panies in insurance industry Skandia entered the Insurance industry with UL products, so its current business developing model is different from integrated pany Sales pattern: largely rely on huge work, with strong consumer database infra
