会珍阁象棋谱.pdf

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