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IB Camp group 9 presentation
1.
個案研討─酒精飲品產業 第九小隊 隊輔 楊敦凱、許智瑄 隊員 周柏霖、劉坪遙、趙偉安、吳育銓 黃翔煒、留凱勛、黃英慈、陳加柔 王亮
、黃雪涵、駱柏蓁、蔡亞竺婷
2.
內容架構 • 概念呈現與分析: SWOT
、 STP 、 4P • We Do Promote :促銷活動、廣告(電視 、平面)與網路短片、贊助式置入性行銷 • 總結
3.
果‧微‧醺
4.
概念呈現與分析
5.
SWOT 分析 多年製酒經驗 採用台灣在地新鮮水果 既定印象 官營→民營(轉化未完全) 內部限制、思想老化
6.
SWOT 分析 本土品牌 熟悉台灣通路市場(文化、成本) 廣告、知名度 外國品牌( Suntory
、 Asahi ) 市場未開發、態勢不明
7.
Segmentation and target
analysis
8.
Segmentation and target
analysis
9.
STP
10.
4P Product :果 微
醺‧ ‧ Price : NT$ 40 Promotion :電視、平面廣告 贊助式置入性行銷(偶像劇) 大型促銷活動 Place :便利商店、頂好、松青超市
11.
Place :分析依據
12.
行銷方案
13.
First, 大型促銷活動 幸福的表情 以幸福的表情為主題,舉辦試喝活動,在消費 者試喝完後,拍下瞬間的幸福表情,結合網路 社群 Facebook
的打卡功能 ,並可藉此參加基 數做抽獎活動!
14.
Second, 廣告 影片:電視、 Youtube
、微電影、捷運站 PIDS 平面:雜誌、報紙、捷運站牆面廣告 體驗:行動體驗屋(例:高雄捷運中央公園站)
15.
捷運站廣告
16.
影片
17.
Third, 贊助式置入性行銷:偶像劇 找符合品牌形象的劇本, 以贊助 (
提供商品 ) 方式進 行置入性行銷 偶像劇廣告時段,打廣告
18.
總結
19.
謝謝 的聆聽指教!您 Thanks for
your listening!
Hinweis der Redaktion
我認為添加內容架構可以使我們的報告呈現更有組織,但我用詞還沒很精確去掌握,大家可以討論一下
SWOT、STP、4P建議除了英文簡寫之外也要把中文打出來,好處一是我們不會不小心把不同的概念搞混,好處二是我覺得一直用英文簡寫有點假掰,所以可以不用就盡量不用
哈哈哈
這邊報告的人應該需要多一些陳述吧!?比如對於產品名稱所帶來的想像加以解說、對於稍貴的價格解釋其市場區別的用意…等等 (便利商店後面本來是大賣場,但是我們所討論出來的只是那些針對下班後女性的場域,所以不能以大賣場這個指涉名詞一概而論。)
這張空白是要幹啥啦
並且在後期更大活動投入時,可以根據一開始FB打卡的人加以抽獎。
這邊應該部用各自解說,講後面會出現的就好
Kerker…
我可能不會愛你雖然大紅大紫,但報告時仍然需將其未必能收回應有效果的缺點說出
總結我就不亂打了,但我想總結不能偏離我們主軸,首先是產品本身,再來是我們所一刀一刀區隔出來的,我們預計中的消費者們,最後是這兩者之間產生的互動,可能是透過打卡的分享,可能是透過微電影、廣告的拍攝,我們要找出那些連結並且嘗試剖析出feedback。 此外也可以設想一下如果果微醺在日本賣的話會是怎麼樣?(我們不能被自己的報告限制住,如果把台灣部分分析完而完全沒考慮的其他地方的話,指是另一次的見樹不見林。)首先他們的女性並不限定年輕與否都可能會接觸水果酒,再來日本不只男性,女性也有在忙碌之後紓壓、放鬆的啤酒文化,所以客群與通路都可能有所不同,此外日本當地已經有數家水果酒的廠商,雖然相較之下是一塊大餅,但無疑需要更多的競爭才能在眾多產品中脫穎而出。
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