创建品牌——左岸咖啡

BuildingABrandFromScratch从无到有创建品牌ABrandIs…品牌是...•Auniquecombinationofthreeattributes三种属性的独特组合ABrandIs…品牌是...–productbenefit产品的好处•whatmakestheconsumerliketheproduct什么令消费者喜欢该产品–brandpersonality/image品牌个性/形象•whatmakestheconsumertrusttheproduct什么令消费者信任该产品–consumerneeds/beliefs消费者需求/信念•whatmakestheconsumervaluetheproduct什么令消费者高度评价该产品•Ifwecanunderstandthe“connection”betweenthesethreeattributes,thenwecanturnaproductintoabrand如果我们了解这三种属性之间的“联系”，就能将一个产品转为一个品牌。Thisgivesusa“framework”forunderstandingwhatourbrandis,orcouldbe这给我们提供了一个“架构”去了解我们的品牌是什么、或者会是什么TheConnection关系Triangle三角形图ProductBenefit产品的好处WhyIliketheproduct我为何喜欢该产品ConsumerNeeds/Beliefs消费者需求/信念WhyIvaluetheproduct我为何高度评价该产品BrandPersonalityWhyItrusttheproduct品牌个性我为何信任该产品LeftBankCaféPresidentEnterprise左岸咖啡馆统一企业集团CaseStudy案例分析LeftBankCaféPresidentEnterpriseBackground背景WhywastheLeftBankCafébrandborn?为什么会诞生左岸咖啡馆这个品牌？PresidentEnterprise’sdairyproductswerebeingsoldunderthe“President”brandname,andforalongtimehadbeenunabletorisebeyondsecondorthirdplacedbrandinthemarket.统一企业的乳类食品都是以“统一”牌子出售，在市场上长期以来无法突破二、三线商品的形象。Background背景ThereasonwasthatPresidentwasalsomarketingagreatvarietyofotherproductsunderthecorporatebrandname,includingnotonlyfoodanddrinkproducts,butalsoinsuranceandevenamusementparks.原因是“统一”也有大量其他商品以企业的名字为牌子，不仅包括饮食，还有保险甚至娱乐场。Background背景Thisledtoconfusionofthebrandassets,whichcausedalong-termproblemforPresident’sdairyproducts,sincetheyneededtoconveyaclearimageof“freshness”and“expertise.”这导致牌子混淆，给“统一”的乳类食品造成了长期问题，它们需要一个“新鲜”和“专业”的清晰形象。Background背景Tosolvetheproblem,Presidentwishedtocreateanewbrandforitsdairyproducts,capitalizingonthecompetitiveedgeofitssuperiorrefrigerationfacilitiesanddistributionsystem.InTaiwan,anybeveragethatcomesinaTetraPak-beitahigh-costcoffeeoralow-costsoymilk-isalwayssoldforeitherNT$10orNT$15.AndanybeveragethatcomesinacanisalwayssoldforNT$20.为此“统一”希望为它的乳类食品建立一个新牌子，利用其在台湾具竞争力的冷冻设施及分配系统。在台湾，以TetraPak包装的饮料-不论是高价的咖啡还是低价的豆奶-价钱总是10或15元新台币。罐头包装饮料则卖20元。Background背景Withthestrongcompetitioninthemarketandtheever-increasingcostofrawmaterials,wethoughtitwouldbegreatifwecouldsellthesamekindsofbeverages,inpackagesofthesamevolume,forapriceofNT$25。市场竞争激烈，原材料成本不断上升，如果能将相同类别、相同容量的饮料卖到25元，那该多好！Package包装•Thebrandstorystartswithaplasticcup.品牌的故事从一个塑料杯开始。•Wedevelopedawhiteplasticcup.ThiscuplooksjustlikeanordinaryMcDonald’stake-awaycoffeecup,butismadeofplasticratherthanpaper.我们开发了一个白色塑料杯，它看起来就象一般麦当劳外卖咖啡的杯子，差别是快餐店用的是纸杯。Place产品放置Thiscupdoesnothaveavacuumseal,andthecontentscanonlybekeptforashortperiod,andthenonlyifthecupisstoredatatemperatureof5C.这个没有真空密闭的杯子只有在5ºC冷藏柜才能让内容物保存一段短暂的时间。Place产品放置Nevertheless,werealizedthatthisshortcomingactuallypresentedanopportunity.Becausethestorageperiodissoshort,consumerswillbelievethatthecontentsofthecuparefresh.Andifadrinkisfresh,thereisagoodreasonforittobealittlemoreexpensivethanadrinkwhichisnot.但是我们把这看成一个机会。保存期短使消费者相信物料新鲜。而一杯新鲜的饮品自然比其它要贵些。Price价格•Allthestrategicthinkingwasconcentratedononemajorobjective:howcanwemakeconsumersaccepttheunreasonablyhighpriceofNT$25percup?所有策略思考都集中在一个主要目的：如何让消费者接受25元一杯的高价？•Weaskedourselvesaseriesofquestionstohelpusensurewecouldcreateahigh-classbrand.我们自问一连串相关问题，以确保能创造出一个高级的品牌。Product产品•Whatkindofproductshouldweputintothecup,tobesthelpussellitforthehighestprice?在这杯子放进什么商品才能卖到最高价呢？•Weconsideredwine,fruitjuiceandmilk,butfinallydecidedoncoffee-lesslikelytodeteriorate-highqualityperception-milkcontentledtofavourabletaxrate我们考虑过葡萄汁、果汁、牛奶，最后选咖啡，因为咖啡不那么容易变质、被认为是高质饮品，并因牛奶成分而得到优惠税率。BrandConcept品牌概念•Wethenaskedourselves-wherecanwesaythiscoffeecomesfrom,inordertocreateahigh-classimpression?出产在什么地方的咖啡最有高级感？•Weheldeightfocusdiscussiongroupstointerrogate4concepts通过八个讨论小组，想出四个高级场所作为尝试的概念。–Anairlinekitchen?Coffeefromanairlinekitchen,asspeciallypreparedforfirst-classpassengers空中厨房?来自空中厨房专门为头等舱准备的咖啡BrandConcept品牌概念BrandConcept品牌概念–Ahigh-classJapanesestylecoffeeshop?CoffeefromarefinedandelegantJapanesespecialtycoffeeshop日式高级咖啡馆?来自优雅、精致的日式咖啡馆的咖啡BrandConcept(Cont’d)品牌概念–AleftbankcaféCoffeefromParis-fromacaféontheleftbankoftheSeine-aplacefullofatmosphere,ahauntofpoetsandphilosophers左岸咖啡馆这咖啡来自巴黎塞纳河左岸一家充满人文气氛的咖啡馆，一个诗人、哲学家喜欢去的地方。–10DowningStreetCoffeefromthekitchenoftheBritishprimeminister’sresidence,aplacewherecoffeeispreparedforVIPvisitorseveryday.唐宁街10号这咖啡来自英国首相官邸厨房，平日在这里准备招待贵宾的咖啡。BrandConcept品牌概念BrandConcept品牌概念•Itbecameapparentthatmostpeoplefeltthatthecoffeefromaleftbankcaféseemedtohavethehighestvalue,andwouldmakethempaythehighestprice.明显地人们觉得来自左岸咖啡馆的咖啡价值最高，他们愿为此付最高的价钱。•塞纳河从巴黎蜿蜒穿过，把美丽的城市一分为左右两岸。人们一向将左岸看作文化的象征，将右岸看作金钱和政治的象征，而左岸的拉丁区更是文化精华荟萃之地，是法国文学、哲学、艺术、革命、波西米亚等等的诞生地和温床TargetGroup目标消费群•WhowouldbethemostwillingtopayNT$25tobuyacoffeethatwouldonlycostNT$15inaTetraPak?用TetraPak包装的咖啡只卖15元，谁会最愿意付25元买一杯咖啡？TargetGroup目标消费群•Anynewbeverageproductmustachieveagoodturnoverwithinthreemonths,oritwillbedelisted.Whowouldbemorethanmerelycurious(sincecuriosityalonewouldnotbeenoughtoovercomethehigh-pricebarrier),andbuyintotheideaofthebrand?新饮品在推出三个月内如果达不到高营业额就会被撤走。那些人会出于品牌的创意而购买这个新牌子(仅有好奇心并不能克服高价的门槛)?TargetGroup目标消费群•Youngwomenaged17to22arecha