如何從無到有創建品牌(ppt 61頁)
- 所屬分類：
- 品牌管理
- 文件大小：
- 251 KB
- 下載地址：
- 相關資料：
- 創建品牌
如何從無到有創建品牌內容提要：
Price 價格：
All the strategic thinking was concentrated on one major objective: how can we make consumers accept the unreasonably high price of NT$25 per cup?
所有策略思考都集中在一個主要目的：如何讓消費者接受25元一杯的高價？
We asked ourselves a series of questions to help us ensure we could create a high-class brand.
我們自問一連串相關問題，以確保能創造出一個高級的品牌。
Product 產品 ：
What kind of product should we put into the cup, to best
help us sell it for the highest price?
在這杯子放進什麼商品才能賣到最高價呢？
We considered wine, fruit juice and milk, but
finally decided on coffee
less likely to deteriorate
high quality perception
milk content led to favourable tax rate
我們考慮過葡萄汁、果汁、牛奶，最後選咖
啡，因為咖啡不那麼容易變質、被認為是高
質飲品，並因牛奶成分而得到優惠稅率。
Brand Concept 品牌概念：
We then asked ourselves - where can we say this coffee comes from, in order to create a high-class impression?
什麼地方運來寄售的咖啡最有高級感？
We held eight focus discussion groups to interrogate 4 concepts
我們組織了八個討論小組，想出四個高級場所作為嚐試的概念。
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