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1 淡市中的品牌「型」銷策略
淡市中的品牌「型」銷策略
Baniel Cheung 張天秀
30th September 2016
2 淡市中的品牌「型」銷策略
My Background • 以諾顧問亞洲創辦人及首席策略師
• 日本Ginza West (Hong Kong)合夥人及香港辦事處代表
• 陳宇琛工作室合夥人
• 富越海外合夥人及董事
• Snapask合夥人
• 香港大學
– 商學院客席助理敎授
– 現代語言及文化學院名譽助理敎授(全球創意產業)
– 專業進修學院協理客席敎授
• 數碼化聯盟 (Digital Transformation Alliance) 創會會長
• 美國CMO (Chief Marketing Officer) Council 學術聯絡委員
3 淡市中的品牌「型」銷策略
In a slowing down economy, injecting a
new mindset to branding strategy is need!
淡市中品牌策略需要注入新思維!
4 淡市中的品牌「型」銷策略
Nowadays’ Competitive Market Landscape
5 淡市中的品牌「型」銷策略
Quick business decision making
process
Shorter product life cycles
Indistinguishable products
Rapid technology replacement
Transparency of information
New business culture from electronic-
business models
Nowadays’ Competitive Market Landscape
6 淡市中的品牌「型」銷策略
Rethink about what you need to focus
重新思考你需要關注什麼
7 淡市中的品牌「型」銷策略
Brand Image vs. Sales Focus
Brand Image Sales
8 淡市中的品牌「型」銷策略
Traditional Hierarchy of Effects Model
Loyalty
Action
Conviction/Trial
Interest
Knowledge
Awareness
9 淡市中的品牌「型」銷策略
Advocacy and Champion
Loyalty
Action
WOM (+ve/-ve noises, comments, shares, etc.)
Involvement and Engagement
Interest & Attitude
Awareness & Knowledge
*Source: Digital Marketing Strategy by Baniel Cheung & Jeffrey Chu (2016)
Digital Engagement Model
10 淡市中的品牌「型」銷策略
CSFs of Marketing/Branding Strategy
Creative and
Innovative
Customer Experience
Leverage on Other
Resources
Integrate Both
Digital and Offline
11 淡市中的品牌「型」銷策略
Memorigin is a Good Example
12 淡市中的品牌「型」銷策略
Compose of East and West Cultures
Eastern Design Western Design
13 淡市中的品牌「型」銷策略
Eastern Cultural Elements
14 淡市中的品牌「型」銷策略
Western Cultural Elements
15 淡市中的品牌「型」銷策略
Local Design Ingredients
16 淡市中的品牌「型」銷策略
Word Engraving Service
17 淡市中的品牌「型」銷策略
Cross-Over Collaboration
18 淡市中的品牌「型」銷策略
HKU Memorigin Cross-Over
19 淡市中的品牌「型」銷策略
Enhance Brand Image
20 淡市中的品牌「型」銷策略
Brand Compositions
21 淡市中的品牌「型」銷策略
Positioning Map of HK Shopping Malls
Pacific Place
Festival Walk
APM
Hysan Place
IFC
Landmark
Tenant Mix +
Prestige
Harbor City
K11
PMQ
Stylish
22 淡市中的品牌「型」銷策略
Pacific Place
Festival Walk
APM
Hysan Place
IFC
Landmark
Convenient +
Shopping Experience +
Harbor City
K11
PMQ
Positioning Map of HK Shopping Malls
23 淡市中的品牌「型」銷策略
Enhance Sales
24 淡市中的品牌「型」銷策略
Purchase Decision Process
NEED RECOGNITION
INFORMATION SEARCH
EVALUATION OF ALTERNATIVES
PURCHASE DECISION
POSTPURCHASE BEHAVIOUR
25 淡市中的品牌「型」銷策略
Online Purchase Decision Process
26 淡市中的品牌「型」銷策略
Digital Strategy Roadmap to Drive Sales
Search Engine
Optimization (SEO)
Search Engine
Marketing (SEM)
Social Media Optimization (SMO)
• Generalist social media
• Niche social media
Mobile Marketing
Content Creation and Distribution
Integrated Digital Marketing (IDM) Analytics and Measurements
Digital Transformation & Digitally Integrated Organization (DIO)
27 淡市中的品牌「型」銷策略
Integrating Digital and Offline Strategies
整合數碼和離線策略
28 淡市中的品牌「型」銷策略
Digital and Offline Integration
Integrated Digital
Marketing
(IDM)
Integrated Marketing
Communications (IMC)
29 淡市中的品牌「型」銷策略
Integrated Digital Marketing (IDM)
Information Sharing and Noises Creating
(Youtube, Pinterest)
Community Networking and
Peers Influencing
(Golden Forum, Facebook, Instagram)
Opinion Following and Authority Establishing
(Linkedin, Twitter)
Experience Sharing and WOM Spreading
(Blogging, KOL)
Popularity Raising and Sales Leads
Generating
(SEO & SEM)
30 淡市中的品牌「型」銷策略
Making use of Data Analytics
利用數據分析
31 淡市中的品牌「型」銷策略
Actually Close to Anything
Digital Can Be Measured
Website Effectiveness
and Performance
E-Business
Search Engine
Optimization (SEO)
Search Engine
Marketing (SEM)
Social Media
Email and Direct
Marketing
For Digital, Which Areas Can Be Measured and Which Items should Be Measured?
32 淡市中的品牌「型」銷策略
Website
• Traffic, behavior, source of entry, funnel analysis, web chain analysis
E-Business
• Online to offline sales, new customer, repeated customer, purchase cycle, AOV
Social Media
• Exposure, sentiment, sales lead, response speed & rate, diffusion pattern
SEM
• CTR, content and location, split testing, profitability, ROI
SEO
• Popularity, site ranking, CTR, bounce rate, landing page selection
• Bounce rate, open rate, CTR, sales lead
Analytics and Measurements
33 淡市中的品牌「型」銷策略
Examples of Digital Measurement & KPIs
Length of Time Spent on The Site
Specific Pages Visited
Sales Lead Customer Sentiment
Funnel Analysis
Web-Chain Analysis
Profitability Analysis
Impressions
Subscription
Download
Pageview
Engagement
Likes
Click-Through Rate (CTR)
34 淡市中的品牌「型」銷策略
Examples of Social Media Measurement and KPIs
Diffusion Speed
Diversity of Content
Purchased Customer Sentiment
Commented
Response Time
Saved
Impressions
No. of Post
Shared
No. of Contributor
Engagement
Liked
Clicked
35 淡市中的品牌「型」銷策略
Advocacy and Champion
Loyalty
Action
WOM (+ve/-ve noises, comments, shares, etc.)
Involvement and Engagement
Interest & Attitude
Awareness & Knowledge
*Source: Digital Marketing Strategy by Baniel Cheung & Jeffrey Chu (2016)
Digital Engagement Model
36 淡市中的品牌「型」銷策略
Digital Key Performance Indicators
Campaign Performance Metrics
• Impressions, likes, comments, shares, clicks, sales leads, access duration
• Effective engagement = (no. of like + comment + share) / no. of post
• Diffusion depth and speed, lifespan of effectiveness
• Level/amount of interaction, customer sentiment
Engagement Level Metrics
• Awareness and Knowledge, Interest & Attitude, Involvement and Engagement, +ve/-ve WOM, Action, Loyalty, Advocacy and Champion
Business Value Metrics
• Sales, profit, market share, ROI
• Brand awareness, customer perception, customer satisfaction, churn rate
• Employee productivity, cost reduction, stakeholders relationship
37 淡市中的品牌「型」銷策略
A Closing Case Study – Ginza West
38 淡市中的品牌「型」銷策略
Company History • First café restaurant at Tokyo opened in year 1947 soon
after World War 2
– Inviting a chef from Yusen, a luxury cruise liner during the peak of sailing days
– Featuring “Evening with Classical Music” started in 1948
– West became a well-known place where “sophisticated people“ gathered together, instead of being just a parlor which served expensive coffee
• Selling of biscuits1 at the Ginza store of Tokyo since year 1962
• One of the most reputable café and biscuits chain outlets in Tokyo area
1 Assorted Butter Cookies
39 淡市中的品牌「型」銷策略
Domestic Operation
• Ginza, Aoyama and Yokohama
Parlor + Café Outlet (Direct
Operation)
• 19 prestige locations in Tokyo area, e.g. Takashimaya, Mitsukoshi, Daimaru, Isetan, Keio, Narita Airport, Haneda Airport
Biscuits Shop
• Hino (Tokyo) and Yamanashi Prefecture Factory
• Kunitachi (Tokyo) Delivery Center
40 淡市中的品牌「型」銷策略
Shop Locations in Tokyo
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Company History Ginza Parlor
42 淡市中的品牌「型」銷策略
Ginza Parlor
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Ginza Parlor
44 淡市中的品牌「型」銷策略
Aoyama Garden
45 淡市中的品牌「型」銷策略
Aoyama Garden
46 淡市中的品牌「型」銷策略
Tokyo Station Daimaru
47 淡市中的品牌「型」銷策略
Shinjuku Isetan
48 淡市中的品牌「型」銷策略
Shinjuku Takashimaya
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Narita Airport
50 淡市中的品牌「型」銷策略
Porter’s Three Generic Strategies
51 淡市中的品牌「型」銷策略
Differentiation by High Quality Ingredients
• Butter: from Tohoku and Hokkaido
• Egg: from Shizuoka, Iwate and Aomori Prefectures
• Flour: from US and Canada
• Sugar: from Brazil, Thailand, Australia, Philippines, South Africa, Guatemala and domestic (Hokkaido, Okinawa and Kagoshima)
• Nut: from overseas
• Raisin: from US
• Strawberry Jam: from Kyusyu
52 淡市中的品牌「型」銷策略
Ichinomiya Factory
53 淡市中的品牌「型」銷策略
Ichinomiya Factory
54 淡市中的品牌「型」銷策略
Ichinomiya Factory
55 淡市中的品牌「型」銷策略
Biscuits Product Lines
56 淡市中的品牌「型」銷策略
Biscuits Product Lines
57 淡市中的品牌「型」銷策略
Biscuits Product Lines
58 淡市中的品牌「型」銷策略
Leaf Pie
59 淡市中的品牌「型」銷策略
Victoria
60 淡市中的品牌「型」銷策略
Polon
61 淡市中的品牌「型」銷策略
Sablest
62 淡市中的品牌「型」銷策略
Gift Set
63 淡市中的品牌「型」銷策略
Retail Store Design Concept
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Retail Store Design Concept
65 淡市中的品牌「型」銷策略
Retail Outlet at Lee Tung Avenue
66 淡市中的品牌「型」銷策略
Marketing Strategies in 2016
Both brand building and sales focus
CRM and data analytics to identify consumer behavior changes /
patterns
Customized promotion campaigns to achieve customer acquisition,
retention and stimulation purposes
Integrate digital and traditional marketing
strategies
More leverage on strategic partnership
Integrated effort of in-house marketing and
agency support
Use more targeted and cost effective way of
promotion such as KOL
Invest in technology to enhance in-house
marketing capability
Treat data analytics as a very important tool to
make business and marketing decisions
67 淡市中的品牌「型」銷策略
Making Effective Business Decision
Consumer Behavior
Product Purchase
iCloud Based CRM
System
Data Analytics
Real-time Business Decision
Digital and Offline Marketing Strategies
Sales Team Mgmt; Product Mix, Channel & Pricing Strategies
68 淡市中的品牌「型」銷策略
End of Presentation
Q&A Session