Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

brand stragegy analyze

No description
by

yiqing Sheng

on 4 March 2015

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of brand stragegy analyze

brand assets
brand loyalty
brand awareness
brand quality
perceived quality
brand mental association
other proprietary assets (patents, trade marks, distrabution channels relationships)
strategies
网站结构
视觉表现
体验流程
页面规划
创意策略
产品销售策略

品牌策划

网络传播

SWOT分析
Strengths
weakness
opportunity
Threat
During making strategies
considering this questions.

Background part
brand identity analyze
business model analyze
retailing strategy
pricing strategy
communication strategy
customers analyze
brand protection
brand value

brand strategy analyze
background part
少女的发育期在7-19岁。
发育期间不穿内衣引起韧带拉伤、乳房损伤、驼背以及发育不良等问题。
按年龄及其发育状况不同,内衣的型号也有所不同。
不同的场合穿不同的内衣,少女以健体和运动内衣为最佳。
brand identity analyze
business model

e-commerce
B2C
O2O
P2D
B2T
CUSTOMER ANALYZE
消费者以12-18岁少女为主。

- one question here
产品使用者与购买者是否为同一群体?

normally 12-18岁少女的生活用品由父母购买
3R risk return reactions
Do the resources and currently exit to implement the strategy effectively?
Are they valuable, rare inimitable, non-substitutable?
Does the company currently have the strategic capabilities to deliver a proposed strategy?
the branding of product make you buy it, and can make you buy it for a higher price
about website
网络营销策略
EM
EDM (参考优衣库)
网络广告
博客(微博微信)营销
会员制营销
个性化营销(参考优衣库 网络排队)
交换链接
增加潜在客户数据群体,开展让潜在客户乐意接受的营销方式使其逐步成为客户。
用利用客户评价影响潜在客户决策
Mapping the business ideal
compare with 优衣库
经营模式
营销战略
SPA经营模式
specialty retailer of private label apparel
一旦发现某件新产品销售不如预期,公司可立即只会停止生产。不涉及合同,地区,政治等因素。时效性强,公司完全掌控生产线
营销战略
物美价廉并不是优衣库取胜的唯一关键,以下两个战略也是比较关键且少女内衣运用不到的

消费群体模糊营销战略
产品定位百搭战略
消费群体模糊战略

优衣库目标客户群体为受教育程度高的年轻白领,但极简的设计风格使老人、小孩也成为了其消费群体
百搭理念
向顾客传递附加值,经营理念“百搭”。
“衣服是服装的零件,组合是消费者的自由”
Full transcript