IB Camp group 9 presentation

Jun 25, 2014Download as PPT, PDF1 like646 views

Po-Chen Lo

case study on beer product

個案研討─酒精飲品產業
第九小隊
隊輔楊敦凱、許智瑄
隊員周柏霖、劉坪遙、趙偉安、吳育銓
黃翔煒、留凱勛、黃英慈、陳加柔
王亮、黄雪涵、骆柏蓁、蔡亚竺婷

內容架構
? 概念呈现与分析： SWOT 、 STP 、 4P
? We Do Promote ：促銷活動、廣告（電視
、平面）與網路短片、贊助式置入性行銷
? 总结

SWOT 分析
多年製酒經驗
採用台灣在地新鮮水果
既定印象
官營→民營（轉化未完全）
內部限制、思想老化

SWOT 分析
本土品牌
熟悉台灣通路市場（文化、成本）
廣告、知名度
外國品牌（ Suntory 、 Asahi ）
市場未開發、態勢不明

4P
Product ：果微醺? ?
Price ： NT$ 40
Promotion ：電視、平面廣告
贊助式置入性行銷（偶像劇）
大型促銷活動
Place ：便利商店、頂好、松青超市

First, 大型促銷活動
幸福的表情
以幸福的表情為主題，舉辦試喝活動，在消費
者試喝完後，拍下瞬間的幸福表情，結合網路
社群 Facebook 的打卡功能，並可藉此參加基
數做抽獎活動！

Second, 廣告
影片：電視、 Youtube 、微電影、捷運站 PIDS
平面：雜誌、報紙、捷運站牆面廣告
體驗：行動體驗屋（例：高雄捷運中央公園站）

Third, 贊助式置入性行銷：偶像劇
找符合品牌形象的劇本，
以贊助 ( 提供商品 ) 方式進
行置入性行銷
偶像劇廣告時段，打廣告

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