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1、SAATCHI&SAATCHIADVERTISINGSAATCHI&SAATCHIADVERTISINGSAATCHI&SAATCHIADVERTISINGIntroductionSaatchi&SaatchiTrainingSAATCHI&SAATCHIADVERTISINGTheBiggerPictureSaatchi&SaatchiTrainingSAATCHI&SAATCHIADVERTISINGMarketing&BrandsSession1SAATCHI&SAATCHIADVERTISINGTheBusinessConceptWhatisthepurposeofbusiness?SAATCHI&SAATCHIADVERTISINGTheBusinessConceptThepurposeofbusinessistocreateandkeepacustomerProfessorTheodoreLevittHarvardBusinessSchoolSAATCHI&SAATCHIADVERTISINGTheBusinessConceptBusinesshasonlytwofunc。

2、tions:innovationandmarketingPeterDruckerPrinciplesofManagement1954SAATCHI&SAATCHIADVERTISINGTheMarketingConceptTheaimofmarketingistomakesellingsuperfluous.Theaimistoknowandunderstandthecustomersowellthattheproductorservicesellsitself.PeterDruckerSAATCHI&SAATCHIADVERTISINGSalesPush?-SupplyledCompanyneedsfirstMakingaSaleSellingwhatyoumakeMarketingPull?-DemandledCustomerneedsfirstMakingaDealMakingwhatyousellMarketingversusSalesMarketingisSelling-Samegoalbuttheoppositephilosophy...SAATCHI&SA。

3、ATCHIADVERTISINGWhichway?SalesthinksInsideOutLooksatitthroughthecompany‘seyesHowdowemovethemerchandise?VolumeisthemeasureofsuccessSAATCHI&SAATCHIADVERTISINGWhichway?SalesthinksInsideOutLooksatitthroughthecompany‘seyesHowdowemovethemerchandise?Volume($)isthemeasureofsuccessMarketingthinksOutsideInLooksatitthroughthecustomer‘seyesWhatdoweneedtodotomeettheirneeds?CustomersatisfactionisthetruemeasureofsuccessSAATCHI&SAATCHIADVERTISINGMarketing‘sGoldenRuleCustomerperceptionistheonlyrealityN。

4、oobjectivetruthaboutbetterproductsMarketingisabattleofperceptions,notproductsAbattlefoughtinthemindoftheprospectNeedtounderstandhowtheyseethingsYoucannotcompelconsumers(morethanonce)SAATCHI&SAATCHIADVERTISINGTheBrandConceptTheBrandliesattheheartoftheMarketingConceptSAATCHI&SAATCHIADVERTISINGWhatisaBrand?GreatBrandsareGreatIdeasBundlesofbenefits,rationalandemotional,thatdeliverpleasure,meaningandsatisfactiontopeopleSAATCHI&SAATCHIADVERTISINGWhatisaBrand?ProductsliveonshelvesBrandliveinthemind。

5、ProductsarethedeliverymechanismBrandsoutliveproductlifecyclesSAATCHI&SAATCHIADVERTISINGWhatisaBrand?TheBrandistheTrustmarkItidentifiesandguaranteesproductqualityandperformanceSAATCHI&SAATCHIADVERTISINGWhatisaBrand?BrandsaddvaluetocommoditiesBrandsaddvaluetogenericproductsbyaddingMeaningSAATCHI&SAATCHIADVERTISINGWhatisaBrand?BrandsbecomeSymbolsMovingbeyondsimpleutilitytobecomecomplexvaluesetsSAATCHI&SAATCHIADVERTISINGWhatisaBrand?BrandsareaconsumerlanguageAmeansofself-expression-abadgeAkindofpers。

6、onalsymbolism-amirrorSAATCHI&SAATCHIADVERTISINGWhyAreBrandsImportant?ProductdifferenceistransientTechnologyprovidesthemeanstoduplicatesuccessfulproductseverfasterBranddifferenceisenduringEmotionalvaluesembodiedinthebrandprovidesustainabledifferentiationSAATCHI&SAATCHIADVERTISINGAuthenticity:ReplicabilitySourcesofbrands?addedvalueSAATCHI&SAATCHIADVERTISINGAuthenticity:ReplicabilitySourcesofbrands?addedvalueReassurance:TrustSAATCHI&SAATCHIADVERTISINGAuthenticity:ReplicabilitySourcesofbrands?addedv。

7、alueTransformationofExperienceReassurance:TrustSAATCHI&SAATCHIADVERTISINGAuthenticity:ReplicabilityInner-directed:MirrorMeaningforMeSourcesofbrands?addedvalueTransformationofExperienceReassurance:TrustSAATCHI&SAATCHIADVERTISINGAuthenticity:ReplicabilityInner-directed:MirrorOuter-directed:BadgeMeaningforMeMeaningforOthersSourcesofbrands?addedvalueTransformationofExperienceReassurance:TrustSAATCHI&SAATCHIADVERTISINGAuthenticity:ReplicabilityInner-directed:MirrorOuter-directed:BadgeMeaningforMeMean。

8、ingforOthersSourcesofbrands?addedvalueDifferentiationTransformationofExperienceReassurance:TrustSAATCHI&SAATCHIADVERTISINGAuthenticity:ReplicabilityInner-directed:MirrorOuter-directed:BadgeMeaningforMeMeaningforOthersSourcesofbrands?addedvaluePERCEIVEDADDEDVALUEDifferentiationTransformationofExperienceReassurance:TrustSAATCHI&SAATCHIADVERTISINGHowdowechoose?BrandsworkonaStimulus:Response?modelSAATCHI&SAATCHIADVERTISINGStimulus:ResponseAtwo-wayprocess,basedonacommonfieldofexperienceStimulusRespon。

9、seSenderReceiverI.e.An慳ctive?consumerSAATCHI&SAATCHIADVERTISINGStimulus:ResponseWorkbackwardsfromtheresponse...whatmeaningdowewanttocreateStimulusResponseFocus:MeaningOut?notMessageInMeaningMessageSAATCHI&SAATCHIADVERTISINGAllmarketingactivityiscommunication-Productdesign/formulation-Brandname/packagingdesign-Positioning/promotion-Pricing/DistributionAlloffermeaning,offertomeetneedsConsumerrespondstothewholeenchiladaStimulus:ResponseSAATCHI&SAATCHIADVERTISINGPRACTICALAHolisticBrandRelationshi。

10、pRATIONALTheBrandSAATCHI&SAATCHIADVERTISINGPRACTICALAHolisticBrandRelationshipBrand/productfeaturesFunctionaljustificationPrice/valuejudgementsAvailabilityRATIONALTheBrandSAATCHI&SAATCHIADVERTISINGPRACTICALSYMBOLICAHolisticBrandRelationshipBrand/productfeaturesFunctionaljustificationPrice/valuejudgementsAvailabilityEMOTIONALRATIONALTheBrandSAATCHI&SAATCHIADVERTISINGPRACTICALSYMBOLICAHolisticBrandRelationshipBrand/productfeaturesFunctionaljustificationPrice/valuejudgementsAvailabilityEMOTIONALRATI。