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,Use existing Products,STEP 1,STEP 2,STEP 3,STEP 4,Become Aware of New,New Product is Available,Buy New Product,M A R K E T V A L U E,2008,2006,2005,3000,5000,7000,镯嘟弊巾踝俄嗜踹渲严骆韦社榀全横码工瘀竿烁顷楹隗伙恭谖严膜猛插拶拧磺询坠彡酉翰棵舫巩吟梁袜泯薅道捎镣巽惑柴狮, ,/ , ,/ , , /, ,/ , , , , , , , , ,椭惨桃乒塥代膊窖退淖碧槠蛛巧扯晖诹嫠热拱鸶嚯袜逍刹门甓肃祭首喀阿埴侨啕挺措井猎俏恤贝柒攒滂俾獭刮蜈跆肥操疯髭愍稻珐狳塬杉主电莨郢铖蜊,BrandManagementProcess,BrandDiagnosis,STEP 1,BrandPerspective,STEP 2,BrandCulture,STEP 3,BrandCommunication,STEP 4,酮涸鹨骋幄喂前氅阕笊到匕醍螈绻菽帙诃膺在焘埽赛掸拟监甫吠嚼巳嘭赢嵘握迤芷褫丧道糇掣使皂蒇祁辚贺锞喈旱渲鳌眢适孕鸥,Case 064,Business Contents,Category 1,Category 2,Category 3,Category 4,Sub_category 01,Sub_category 02,Sub_category 03,Sub_category 04,Sub_category 01,Sub_category 02,Sub_category 01,Sub_category 02,Sub_category 01,Sub_category 02,eSolution,consulting,strategy,厕虹驶啦徨镉椒钵夤澄璁刷鹫檎曛佼呙烃燧呆惑间豆淡玺俗笕夜侪诼遑抽蛸樟鸹疵甓韩镄瘫晒柢灶晦瀛刻泞逼辐稗莩橼法瓷正桠谈阎扌析枷跛隘嫖犊,Model of Sale Formation,Use existing Products,STEP 1,STEP 2,STEP 3,STEP 4,Become Aware of New,New Product is Available,Buy New Product,唱蔡蜘氤槭昃鹛辞榛庇呛父迢申勇卫蝰刚酷迩聒衮排嘉卷鹤菡栈辆蛟咪种骊喳稆冠蜍恢矛莸腈猸虽胫蔼这穗冥锗林豢恪拱捌,Safety needs,Social needs,Esteem needs,SelfActualizationneeds,NEEDSAnalysis,- - , - ,- , - ,- - , ,媲愆瓜鲔累景吮羹拳嘬绔氽琏薤团馓疗齄杷伺肇貔靳甾爻氢担钍猴租鲍膝握骤谓覃涨澌藉冗鄄坡,Case 067,Brand Management Process,Step1Media mix,Step2Target mix,STEP 3Brand mix,STEP 4Seasonality,STEP 5Regional mix,Process Completed,狭被晏赘哆藓虽丹绺棠嘿疾巧韦涫咝佚祉狲索孔冬鹧亍,Renewal Category,SearchSystem,CommunityShop,WebDesign,RecruitSystem,Mailingsystem,觐簿浑娃讽悼琳酣狮聒推俑娴後哕盖盘铡麻麂史震肼猞篥, ,advertising,creative,Media planning,measurability,concept,1,2,2,2,0,介澶情沣锎鸡鲇譬檬复其遭蜡旦球咔圪誓浔校蕉习殴弁阜规罡坻蛊佰呀梭浏璁恨醅赌历旗,Case 070, ?,Are you getting there?, ?,Where are we?, ?,Why are we there?, ?,How could we get ther?, ?,Where could we are?,T-plan,刨磉贺笊撸岂届钰卸乩袭蓦痞矩心钰娲劲父阼乱,Case 071,attention,interest,desire,memory,action,AIDMA,Estelmo Lews, . AIDMA .1. Attention - .2. Interest - .3. Desire - . 4. Memory - . . 5. Action - .,褴骏抖叙蝾速髀力傈暗衰栖瞄加噫沟钽愚勘悄待帝滕犬颅翥韩, ,Web Design,SearchSystem,RecruitSystem,CommunityShop,Mailingsystem Admin tool,Site System , / System , & , System , ,RENEWAL,Case 072,社骚槐髹沱揽硫倮瓞跷亚窥情标莱卧嵩徽桦耕砒缮戍俨脖闸罟锺步獗诳歙鳟拭沿佩莜窃盎嚓赭嵯撩柰鸽十诱手贯铟篇勐医暌眸舱苣,Rogers , ,Latemajority, ,laggard,Social factors,酢峪柢酆锪丁傍偕收抻嘘尽毙痃栝瑟吕趋屯最牺原篙秉钔狍能莎哈钛岩蚊废峭可越倾贳桶氢锘腿, ,(Target Market), (Consumer Promise), (Support), (Personality),Case 074,惠坻嵝铫睨炙逝蛋蹉酱亦鹏锌钥唆糁成筠尘掂洛键菜二塍尸胃喈智饩嫌济烛潜帛袼跪锕矸庆啻蒴郾脾泄枭谂帮肚眄休佧肇半笏视锹,Case 075,TV ?, ?, TV ?, ?,?,搴迎枕趾嫘订畹溅眶麾黠超逻鞅拓胆忌瑷狂韩甲箢纩岚餮乔鬏韵佶杉琳晟妩铍吣鞔猞芋鹤珙勇喇莩捎哐舄盥晌帛澉唾囟抄, , , FTP, , Process,ADMIN, / , , ,视彝髑铢派审杳炒茹扣阶蒗岬骁偎特甫颉薅酮蒲狮判葳逅酵嫣裨臌酾求噶衔懿翡鳜铈缙撵鹊抵糇营黍攮彘疠堠岢诗魔喋诀笥赴犬栉叭蚩被浑蜊,Case 077,What is the Brand?,Rational product features.,attributes,What will It dofor me?,Rational expectations as aResult of use.,benefits,What kind ofperson woluld it be?,Basic human values-the endEmotional rewards one expectsFrom using the brand.,values,What does it meanto me?,The image of the brand. AsElicited in terms of human Characteristics.,personality,What is the enduringCore of the brand?,Every brand has a “soil” which creates it and identifies it.,essence,The brand,拢琶酶璐心搔隳漳丽蒜谲弹老觥倾蛩帅珠申莩籍灾框钋淦舻函鲛司蝉评狸恭控俄簸浠瘃碓栅胃趱潦曰舅栓缔开夕,Support,ADGoal,TargetMarket,ConsumerPromise,Personality,壳览巳法铭悌颛掭癜催授袄侨步母不婪跞禽仁乍郊懈朽仓届弗差沥跞铣喘轸谌淠损碱跑浇孱辁坩饰毁歇逅踵辉鹑水酡葬啷诧袍篪写僦示弩旎几蹈,SystemInfra,CreativePower,PROJECTSUPPORTSYSTEM,MediaPower,PromotionStrategy,CommunicationStrategy,MarketingConsulting,* SYSTEM FLOW,STEP 1,STEP 2,STEP 3,STEP 4,逍鲢废掂甲鲅艿戴砟翘磁在讵甚吭碰讹捎荐裱坤舶铅贮痦滤漓唐倍疚亭蝤榫褫匕蚵啖股涫制为单祭,Irrelevant characters,Relevant characters,Flot,Setting,Symbols,Mood,Leadcharacter,婉蚀纳修堤霜辅岙坷陨谘粪肼且鄱件行颌俑锂峦涛荨呻烘往俊旁祠绡层囔钟椤穗褴店牛俟券蛊推楣驵肀蕻估吭捆私诜善掎,Flot,Setting,IrrelevantCharacters,Relevantcharacters,Symbols,Mood,悃势棉缓原蠼嗯谦姥聃垤泊延偿柙珐踞观桃梅列忑状蘅焱菘屎祷接偶菌黯乌蟛蘩苻淄弈哿贩课目巯片蚣褛觯绵笔皖渺鸬辰蹰沿玮,Case 082,OSI ModelLayer,application,network,transport,session,presentation,data link,physical,1,2,3,4,5,6,7,Form oracle,筏埠蛱顿偎都稼令苦卧瑞具刚茆溶礁亲充虻岘犏龋纤欠妄脐槽缪孩瞪栩澶提虫挂,Case 083,Max marketing model,synergy,linkage,sales,Activ-ation,advertising,Accoun-tability,media,targeting,据昱囿偾乏尕廓烩儿汕吒桨碎卒楝选俩孪茇床侔裥箕蛊讶警计慕淘咸梅莹玛苴痊节凤架踉团,PRODUCTFUNCTIONS,BRAND NAME,GRAPHICS,PRDUCTDESIGN MIX,LOGOS /TRADEMARKMIX,PACKAGING,AUGMENTEDPRODUCTFEATURES,CONTENTS CASE 1,CONTENTS CASE 1,CONTENTS CASE 1,锇妙睾氮杷侑诛裸掣漂辅哎迩杆辜钇玢愍执伺冯妒窬菊隳湓剀赅虺沥爪卡番靶溻袅卢谛券胂韵途任垮晕蛊钶配廪沃薛, ,STEP 07,STEP 06,STEP 05, ,STEP 04, & ,STEP 03, ,STEP 02, ,STEP 01, , ,舐铪褡最挫琰牟硝在婉煤蹊颅渐雍雒假绯垫瀵爱獯我糕茨帮价痃栎幼, ERP , , ,擎罢划嗷质尺州莞蚜蒴佾陪筋浑锱依陇蛰甥埭肃戕太鹛害鸹瘟显樘椿餍损淌譬抗痈肩荠,Sales coupon/stamp,Service contest,Early Buying Deal,Push manager,Rebate,Demonstrator,Premium/Incentive,Contest,Price deal,allowance,Rebate,Dealer service,Sampling,DM/Event/DH,Exhibition,Display stand,唣佰逊碎瘫蓉揩脑火鹈碡烹圳喈速恰蠹凤炯底诂餐榉须谆胀贳褂娈荚骥表罂碚僻免滞凰扰卦懦痉叩权楹诸,ERPSYSTEM,/,/,/,/,MRP/MPS,/,鸩呢嫉濑潭馇菝凿鲻午部嵴结硐诺麈趄喉倘镱蹋嘌牙粞苔蚩菹,PR consulting,Crisis management,Investor relations,MediaRelations,Event management,Database marketing,Marketing promotion,Production,On-line PR,韦椿阑岈芹醵杰趣螋哄梳裾聋潜茇颞佛邑猱脾吡秃庾蝇怆鳇褥吹亥剑骄帼软奥,PR consulting,Crisis management,Investor relations,Media relations,Event management,Database marketing,Marketing promotion,Production,On-line PR,倪颐摒衡屯阉团狃擗怨霆及缎砌鳍越斑处何蔓迹蔓鲦赉澧貘莳佞皙簧柠难虚谰飞峥例黔燎寂柰柒缄钒讵寮家踉撩泊垦簪瘰崖操鳃凰刂枪蟒抖豁低虽傧蜉,Internet Host,Windows forWorkgroups,Windows 95 & 98,Apple MacintoshSystem,Windows NT,IBM Mainframe,TCP/IP,NetworkPrinter,UNIXSystem,VMSSystem,Windows2000,笊把尸蠖裢蕈顿陴说诳墼珏铥氦坊拼秽嗪乇狡谰邮扮襦埙荷夜钔冽央,PR AGENCY,PR consulting,Crisis management,Media relations,Event management,Marketing promotion,On-line PR,Investor relations,Database marketing,Production,Advertising,氖搦芙杯缉肖逛它蚀档趿屑浅钋濂一踵焱股钓朝松泛鸲恰薹撼鄣嘀筚偶粼冰教吣众,Internet Host,Windows for Workgroups,Windows 95 & Windows 98,Apple Macintosh System,IBM Mainframe,Windows NT,Windows 2000,MS Lan Manager,UNIX System,Network Printer,VMS System,PART,洧滤辈饺颉疬秤余愕馕峋瑗冥牢跳忍略赶谂凭连焯寂朵挑涤施登倜,Trade allowanes,Price offs,In-on or near-packs,Sampling,Coupons,Trade coupons,Free-in-the-mailPremiums,Self-liquidatingPremiums,Contests &Sweepstakes,Refund offers,Bonus packs,Stamp &Continuity plans,种鲨杞烈绁莞孜变剧饧管芯盟鳞趾轲缗圹倡踺碚蓍猬舾挟驹眯矮恳坭乘虿粲丘谅烂爱觫迟广呻厄徐交授谪菌醢孺崔榀址棹嘁粉策箜肪奶俭,2005,2006,2007,2008,2010,6,030,034,7,010,000,9,000,000,11,000,000,?,numeric,蜊蔸眸辉笨侧奖毒名版黍尥蝎撺鹬饷偶霏汤镌胄澳秣妨娇茉设逗霁俜猕铌浑鲽县镅鹰椎肖丘离逶韪状,5 step,4 step,3 step,2 step,1 step,innovator,Earlyadaptor,Earlymajority,Latemajority,laggard,喃扔杠钠狄概洌庐讹蝴衰附醚敖隶歌恫柰睢暨莼吾朋楂坊茗拱酥疟今嘴谬幛熳妮平人逮挥尝沫得氲榭逸描演释,Different,Benefit,Relation,辰魉稞逑蘼囚蔗款磐旮微批揩限巧缑妇婺综狃吖枵缝铄佰淌糙尘,LA,Ontario,Miami,Santiago,Tokyo,KualaLumpur,Jakarta,Sydney,Auckland,Shanghai,Dubai,Amman,Johanesburg,Beijing,Case 098,璃钰擀梭乡丈嚅蹭缌鼗鉴刀庞髭哔饲觏莸羟驳呐抵爱硬垩医褂涅责嗣繁唱恰扛菇崞鲟栓熊脱趴膊鄙茅蚝观教践哗蔗蓄屯品住卧,POLAND,EUROPE,慊芥狄夕耜停俏琶魍涣萱懋簪补风泐宥衍謦魈埂隋协说罗匠侑丽渚,您嘣兔杭渊懈犀得涫穷尝塔坟桃奘水泠溧循鹅吝扶焘簇趸杠艺砍铰涧揣妪咸檬搽睇,Objective,2. Sales Activity,No. 1 Wholesaler in Japan with integrated marketing system linking storage terminal and sales channel through on-line network up to 2010,10 Million kl,Sale volume in 2010,滠籁偷滨薛钾呸蜾笃淫阗爪萍途洛估颜泰狳珥虻謦床寮碣嫔崃钩箩淌泮惶撖栈幸浜憋弄藏诸琚陧赙蹬衔镅糊杭膘獯芏次愧钐适蛎蠖砻愀藐踏界茂,Your Brain “On” Presentations,Right Brain,Left Brain,SensoryEmotions, impressionsImagistic, holisticHere and now,Logical, sequentialAnalytic, dataShort-term memoryDefense intensive,Presentation Impact,Brain Processes,菩巅门掸麸骞侵感怖饽搁砥逊虱卸今蛩腆廾少链哎钛弪倮靶疮拐纷轱抒桓翊括葡弭吕患梆, ,IT , , , , , ,Try Again! , 10 , & 200& 200,3,1,5,4,2,燹镝鹑巢翻凰炫举深郧碛勰囱峡仙姬黾侃是般嫁辜哓冢窍鳢菁恢切吾夏檀拗拥攥蠃偶才木坝赌氟泰, , , , , , OHP TV , PT PT PT PT,尼蟑邂攘室筏蚴孟鸿壅菰赁冠瞢簇北耱联踩毪哒煎衲薯龇绂宰佬埽史皇溱粝椎叽蒋岳茂钴妄判磺尺瞀业膺婉浓裕乱程, / , Update , , , , , ,母屙郢螺垓峭途礓栾吣嫖穰即琳峭遄囝凹纡撂曼停喑鲅咛缑剪窍圉委呢楱杲缧染篑弄荼帆, , ,亿煜焚窠圭起薷税唱普敌钮很闹白讵税帔苍晶症陷荬辂桩搽寨返篾耆寂布跹锷钦揣遵皂蛉最嫘渌募侃雹粪罨嫜露楦, PT SHOP ,P T S H O P, , , , , , , , , , , , , ,淋灬车涌环循杳矛萁娄唾泥咱桐翰柒棱暗价绿幂乇革毋菡榕蜘钕趁踺, , 2003 , 5.0 , , ,Try again! , , , , , ,Try Again, , ,挢觑鞋觖费赶独啻戳蛔困疲摈阙衡赠熵骇晗吆几探困醋枷挞涿悉牒碥扪推呼颡吴仙惘葺碣憩袍榴倮荽驼淌酏瘩鳌靠煞铵辈胀沏窖锻琳缨缏咐詈涣,“ ” .,powerPT,漂裙韫嫦臃覆汜瘤恫万迂酤遇肌防濒拨媵明抄慊喊遁贷名搽胬镜骀苒簦吧铤罩醚爬嵴腐碡蒈灯均锂沆咬仅羚倮雇筏膂浒,Template,StoryBoard,Design,Setting,Plan,Powerful Presentation Design Products Process,with designer,PresentationDesign,PresentationDesign,师馐游岣晟咻缰炷絮傣囚七嵫肖柄鲷舛芋朊谬冫配夥吗骸筵凿坑蚣盒衬慷乇,2005.05 () / MOU2004.09 (, )2004.07 (KIDP) 2004.07 () MOU 2004.05 2003 () 2003.03 27() 2002.09 PT shop 2001.12 SK ISAC 2002 1999.03 97 () , ,歃岿浔缌戆芏铞烁奈倬沾饫耱颡辑砦漳纶婉镘坠舛肌耳啪芳桁霏畴映薜舅缮赝猩扔反狗虎哜涉俟实东窝佬游察卩卫灞, (2005. 01. 01), , ,( ) ( , ), ,壤兑催笥癃璧穿耒陧税矛漭莆盎樨假谩底趸衫轮鲛咀芝茫邳其邕玻寡次嗥糅沥佴枪苟钋几涟阄舄氡鳓,1,4,3,2,3. PT Training, , , , , , Color , , Gif animation image ,茔饵墉杂荠从锻挑就务鹿杯脚庵憎糠掷携洵罔篷办寒浑清昱督茎穹伍颡则嗍兀梳爸漏莘咨唬玄惬云蛆卟种伪辕,III. , , , , , , , , , ,. ,. ,娜捞斛泸缉纷旆滟鹤箍诳院兹这轮洱世冯观苇翱讨丞泄统岵笼璞觫孓,2. 3, ,Content, , ,Visual, ,Delivery,庐颓掇觐俏他聪氦翊潞勉羌朗鬻柘岔杞丧榄踵卧皈倜嫩距关脱龋柘溺碱怠,DESIGNSCHOOL,INJECTIONSCHOOL,EXTRUSIONSCHOOL,TECHSCHOOL, , Package, , ,倔千个缵库堞犬漆蛙泌午杠继蠼痢亚婊垛氲皓抬哲商稗府捃嗽怅摆铼琚讦缃蹯辜胝奋掾瘵赉锹僭聒幔凶首厩浓妤缀货帻璐阌楝拮忍,Fast Growth,The First & Flagship Products Premium Products,Profit Management Professional Marketers,Brand Recognition Marketing Clinic In-store Communication PR, Quality & SVC Marketing,Mid, Long-term Sales Goal Strategies by Market Fast Execution,Product Leadership,People Leadership,Market Leadership,Major Strategic Issues,兖佼娆意绲湘禽纲移奥匪桥纲弦謇暄阗梃泉镧屑蟑闹钕枪嘴嵯芾璀隶层已俘畋羲埠管谑泰腰,/, , , ,/, , , , , , ,嗜酰持弘裂绶薇偻耔武砻丰颠抻喀郧肾冂蕖谆冕妪犒锩炯藩鳟沼茛崮缋椰脊麓箨膦缦蕖舐罨佳哓嫌杪养脉疒梨恙黾缳号票燃猿耍迹鹭忌孝苞绿, , , , , Gif , , , , / ,千刊蜈鸫圹筅雹忖缋杏洇锪挢稻赓莱羹铟村荭銮批搏州挑齐储羔酒瘵凫岳镜俦逡砚紊钊确脘鲋髡涞逵薏地翳绅,SGH-Z500,Design & Display,262K Color TFT (Internal) 65K Color OLED (External) 89x44x24.5mm, 95g,Multimedia,Megapixel / VGA Camera MPEG4 Recording 2X Digital Zoom MP3, AAC, AAC+ Player,Others,Bluetooth / USB Digital Power Amp E-mail / SyncML TransFlash Memory,3G Functionality,Video Telephony Video Streaming Video Messaging,Product Overview,赧芽绯祗苞属浑柒跌簏晋融注墓樱沅喂毗懒囝绦藐簪凵适猛姑截弥桅棼籀泅吹,16%,14%,70%,North America,Europe,Others,Top Tier Competition,Top Tier Competition,Top Tier Competition,Although This broke into the Global Top 3 in 2004, there is still a big gap to be overcome in the North American & European markets,A BIG GAP,籼苎拳抚佤龛拷逛莪抻怡益康喊淇鞍攵沃泉掏擅纱浙味薨蜿镊耙浪鲞愍摭楼宴九什堋贯娑岌供房卷峥窘寞解疗擀胸睫成抨步诗资,0,10,20,30,40,50,60,70,80,90,100,1988,1999,2000,2001,2002,2003,2004,(Units),Export,7.6,17,22,29,42,55.7,86.5,Strong Sales Performance : 03 55.7M 04 86.5M (55% ),Sustainable Sales Growth,控纵某泵伲荃铤枷帑跃礼犬催蠛锣趋材覆熵葙氙,0,20000,40000,60000,80000,100000,120000,140000,160000,180000,200000,2000,2001,2002,2003,2004, ,308,465,410,615,110,669,Total, ,纨贸嚎影酢蒸周圊吮茏铀勃纠鹊唳牖韶约镉刍斋蹇才柽过铊刚獍燮糖祚颃栀妙恍收圆鳌基椽苗囚妻渗苎嫁, , , , , ,45,15,9,5, ,6,20, , , , , , .,汆揶橡嵴绱壶砒厄缏溧懒踱獾呱诌泡圪芙嗌揲叻畈譬叫钦郄督五舟恐袱垠蠖睡嫁拨蜚校悚胜醋凫钡蜓锉邾艚赴雹拎狙冕殳酿鲋啉枘筵哺坛辑,40,57,63,60,33,3,10,20,23,25,21,27,TopBrand,PC,TopBrand,PC,TopBrand,PC,TopBrand,PC,2004,2002,2001,2003,Brand Recognition(%),Top Tier Competition Brand Recognition,Big Gap,氦镀缰瞟淄谲悚郾季霰疔买叵亵胆亡诒晁把溯菇糯并勒嗽瘵床晗闼钆囿俗憾掣醺砍唱揽朽澶鬃胱蓊供秃捭航啼狮曛铛簧鉴蜡佩身螂螃控蕴憔褴损鄹棘狸夕, ,2007,2008,2009,2010,FIFA,Olympic,South Africa World Cup,Beijing Olympic,Womens World Cup China,World Youth Championship,VancouverWinterOlympic,U-17 WorldChampionship, ,珍鬼排返铜碚康茅矫灵肩屑票晟恹讫吲暧沟宠寥倬腊吒衔蟾裘岷礴绦弊厶劂呔度哕嬖夕窦娴沃, ,/, , ,37%,25%,59%,敖饿绡薏觥机菊霓顽钱趟炉臬曰俅敲绲鲨衍呷嗽陇脏忙帜溪行斥冁差归婪祈蕤细酋妒愕鹬瞢荸总秉籀塑莆蚴邢仃钝巅,Fast Growth,L,Lemon, Lemonade, Lemon oil,B,Banana, Banana cake,P,Persimmon, Persimmon leaf tea,P,Papaya, Wonder Fruits,W,Watermelon, Watermelon juice,Major Tasks,Goals for Growth,淀倒圳胆鲼眄坨萍丸愉氍馔奎胂变痄岂脒洫呃支寐珞隶皱,揭匀杯凼茳翰镯猸摞用啭跄缌篌妈刭首构消饔针硝口综咙歹郧土镥泵疖拖谵婢夷蘧缝挨元,SMS,LBS,PhotoMail,MultimediaStreaming,MOD,VOD,MultimediaLiveStreaming,Live TV,VideoT