頂新營銷人員專業訓練教材(ppt 38頁)
頂新營銷人員專業訓練教材目錄：
一、為何品牌資產 Brand Equity。
二、如何透過營銷工具與營銷組合將品牌效益最大化。
三、如何界定有效的名牌年度、季度與月度計劃。
四、通路客製化與全國性營銷推廣的相輔相成。
五、何為消費飲用時機的營銷計劃 ( Beverage Occasion-based marketing).
六、如何與通路客戶的營銷資源相結合來達到透過K/A 平台做品牌推廣。
頂新營銷人員專業訓練教材內容提要：
營銷箴言Marketing Motto ：
“The old conventional thinking that said if you grab people’s hearts, their wallets will follow is dead, kaput, finished….
People need reasons to buy.”
“傳統的營銷思維認為：我們如果抓住消費者的心，他們就會自然掏出荷包裏的錢，這是想法己過時。消費者需要理由來購買產品。 ”
(Consumption is what counts!消費！消費！再消費！)
“Use the right yardsticks: focus on both volume and profits;on actual consumption, not share of market; and on share of future purchase, not brand awareness.
“用對的衡量標準來評估營銷極大化：銷售量與利潤並重；在乎實際消費量而不是市場占有率；在乎未來購買頻次的總占比而不是名牌知名度。
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茶裏王某 Marketing Strategy ：
We will drive frequency among teens and young adults by introducing new occasion－based and consumer insight-driven thematic TVC
利用消費時機與具有消費洞察力的主題廣告來刺激青少年與上班族的飲用頻率
We will drive trial and convert lapsed into light & heavy users among teens and young adults by addressing excitement of the brand via flavor intension – distinctive line extension ( from the Chinese authentic tea to the Western fine teae.g. the British or Italian favored tea)
透過新產品的上市，將遊離轉換為輕度與重度使用者。(嚐試將茶裏王的茶類別由中國傳統現泡茶概念擴展至西式加味茶概念)。
We will drive in-home frequency among home category managers ( the Moms) by addressing portion size and value barrier via 1.5L/250ml 6PK new package and value offers.
透過產品線－新包裝與容量升級來克服購買上的價格門坎(1.5L新包裝/250ml六罐裝)，刺激家庭主婦購買茶裏王的在家的飲用頻率。
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“Occasion-Based Marketing has been 3 years in the making at Coca-Cola. Tom Reddin, vice president of consumer marketing at Coca-Cola USA, says that Occasion-Based Marketing connects when and why consumers drink with how they shop for drinks.
消費時機營銷已在可口可樂公司施行三年的光景。提姆。瑞汀－美國可口可樂消費營銷副總強調：消費時機營銷將消費者何時、為何喝以及他們如何購買飲料作連結，目的刺激消費者持續購買與增加飲用量。
The concept combines a number of initiatives ranging from the Shop Refreshed and Drive Refreshed programs to no brain meal solutions and activity-oriented solution to cross-merchandising programs.
消費時機營銷的概念括包諸多可行性高的方案例如：店內邊喝邊買－ 輕鬆購物、暢快開車、懶人超值套餐……等；OBM從促銷導向的銷售方案到關聯性的品牌與商品的陳列活動，不所不包。
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