青岛啤酒-品牌规划前端探讨

品牌规划前端探讨2002-2-20项目说明客户的需求青岛主品牌体系规划重点产品推广、传播方案355ML罐装355ML小玻璃瓶装640ML玻璃瓶装纯生奥美的思考与本次提案目标品牌的价值在于消费者心中，在体系规划前，需要为品牌”全面体检“小范围内实施奥美品牌管家的前期运作，为企业提供新的思考角度就现有局部收获，探讨可能的品牌策略发展方向；为进一步定位和改进方案奠定基础为具体产品推广设立品牌定位基础思考架构与内容青岛品牌的机会与挑战青岛品牌的核心价值品牌类别竞争消费者Likealotoflocalbrands,SanMiguelhasbeenstrugglinginthelast10yearsfromshrinkingmarketshareandlosingappealtotheHongKongdrinkers.Importstookoverthemarketbystormandcustomersover-ratedimportedbrandswithaspirationallifestyleassociations.ItwasonlyafteralotoftrialanderrorthatSanMiguelfinallyfoundarelevantwaytoreconnectwiththedrinkersbyaskingthecustomerto“TakeAFreshLook”atthebrand.Acompellingargument,newandinterestingpackaging,uniqueandownableclaimonfreshnessandpackage-on-datetradeinitiativeswerecoupledwithawittyself-understandingandtongue-in-cheekargumentforbeerenjoymentagainsttheemptylifestyleappeal