传立竞争对手分析.ppt

传立竞争对手分析
竞争对手分析
市场分析
广告分析 - 客户服务部
媒体分析 - 媒介部
广告分析
市场现状
类别分析(直接 VS 间接)
品牌/产品
数量(旧有品牌,新增品牌)
合资 VS 本地
类同产品/互补产品包装tising influences, promo offers which would affect their interest. Reach & need to be reminded of a good brand as part of purchase consideration is a must as they are more keen to be influenced by word-of-mouth, advertising, in-store push.
Husbands would be the critical decision maker, who would explore on the technical details of what the product would offer. They are more rationale, tend to find informations through credible mediums (trade journals, etc..) where product offers are more widely searched.
我们在那里?
SIEMENS is a well known German international company.
Most know of SIEMENS within the tele-communication / industrial context. Not many people have experience / knowledge of it as a household appliances brand.
The knowledge that SIEMENS is a German company means product quality is a given : “ I didn’t know SIEMENS produces refrigerators, if they do, I might want to take a look. I think their products should have good technological foundation and excellent craftsmanship.”
The fridge is as good as the freshness of food it stores: “ Keeping the freshness of food better and longer are the most import functions for my fridge”
我们往何处走?
After seeing our advertising, we want consumers to know that SIEMENS refrigerators are modern in style, technology, and functions; and that they can be trusted to perform -- keeping your foods fresh as they should be.
The consumers are attracted by the fine finishing of the fridge, and with outer LCD temperature control panel, it denotes high tech: “SIEMENS refrigerators looks great, and with their German technology, it should be an ideal fridge for my family. I can trust SIEMENS to take care of the freshness of my food.”
按纽
The Freshness You Want, When You Open the Door
Keeping your foods fresh as they should be.

Freshness delivered. by SIEMENS
支持点
SIEMENS engineering heritage
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