鎶曞奖鐗1-BrandDevelopmentandPromotion工业贸易.ppt

1、,創建品牌 開拓內銷實戰篇2011 - 08 11 工業貿易署大樓8樓 OEM打造內銷品牌的策略主講人： 潘尚穎 CEO及品牌專家,香港靈在品牌,Sunny Poon, CEO & Branding Expert CEO- Spoon Brands Group (Holdings) LimitedBranding Expert- Spoon Brands Expert FirmManaging Director- Sincere Ue (Guangzhou) Limited (JV)Committee- China HK Economic Cooperation AssociationVisi

2、ting Lecturer - Hong Kong Polytechnic University Guest Speaker - Hong Kong Brand Development CouncilOur Founder Sunny Poon is a Branding Expert from Hong Kong with 20 years of practical experience in retail consumer brands and development, specializing in Brand Turnaround and Brand Growth/Creation f

3、rom strategic and innovative brand development with profitable P&L in Greater China.In 2009 Sunny united and rebranded all his invention of successful brand development methods as “Spoon Brands Solution”, patent pending.In 2006 Sunny invented a Brand Turnaround method named “Spoon Brands Surgery”, p

4、atent pending.Achievements:2006 HK$6m Loss - MISSHA ( Korean cosmetics ) 2000 HK$8m Loss - Star/Warnaco ( DM biz from Star TV & Warnaco ) Since 2000, Sunny have been the top management in the multinationals such as the Group GM of Missha HK & South China and Group GM of french Rivadis Group/MOA Asia

5、 and senior management of LOreal Group Matrix brand and Star TV, and in 2007 as the CBO Greater China of Desgrippes Gobe Group/Brandimage -Desgrippes & Laga, the global leading independent strategic brand design group.,Our Founder,Sunny Poon, CEO & Branding ExpertBefore heading the multinationals, S

6、unny in his age of 22 led the establishment of the lifestyle bag and accessories brand FX Creations in 1995 for a family business, building from scratch to more than 100 stores in China and Asia in 4 years, achieved the No.1 in the category with retail turnover more than HK$200m. The brand was liste

7、d in 2002 in HK Stock Exchange, as the first listed in the bag industry.Sunny began his lifestyle career in 1990 as one of the retail top sales in ESPRIT Group and as an Account Executive in EURO RSCG Advertising. Sunny is a graduate from HKPU School of Design in 1992 with major in graphic and minor

8、 in fashion and made a distance-learning self-study of MBA in 1995 while creating the FX Creations brand and business.Sunny is keen to contribute for the community, in 2008 April he was invited by HKSAR Government Commerce and Economic Development Bureau to speak in a Branding Forum and he is also a

9、 Visiting Lecturer in Hong Kong Polytechnic University in Branding, and the seminar speaker of Hong Kong Brand Development Council and Hong Kong Institute of Marketing.www.SpoonB,Our Founder,靈在品牌哲学 Spoon Brands Philosophy,只有當品牌擁有一致性的品牌元素，靈魂才會出現在品牌 , 及強勁利潤自然來。,- 潘尚穎 2009 - 2011,產品 Product,價格 Price,地點

10、 Place,推廣 Promotion,廣告公司,v,v,v,銷售團隊,CEO /研發,傳統營銷解決方案,營銷管理人,OEM打造內銷品牌的策略,Market Audit,市场研究目的 Objective of the Market Audit,在进行品牌背景分析、与企业领导会面和了解公司策略与未来的发展方向后，品牌专家、项目总监和营运助理将会在主要市场进行市场研究。审视和研究竞争对手在市场上的实际品牌表现，特别从消费者和品牌专家的角度来看评估品牌的定位、策略、品牌设计和产品。研究的目的: 了解和分析竞争对手在零售、产品、店面和品牌设计 了解行业的饱和点和大趋势 分析品牌目前在市场上的机遇 为品

11、牌的发展找出蓝海和产品的不同设计元素,市场研究范围 Scope and Methodology,品牌专家、项目总监和营运助理将参观和审视潜在竞争对手的主要零售点(共10店)，调研的范围包括审核现有品牌沟通工具和以下品牌接触点的表现力、设计、功能、效力和整体表达的品牌形象。品牌接触点: 标识设计和表现 店面和灯光设计 产品陈列、陈列柜设计和功能 包装设计 室内设计 促销、宣传品内容和设计 产品目录、广告牌 销售人员和制服 产品*最重要的研究,OEM打造內銷品牌的策略1. Corporate Audit2. Market Audit3. Consumer Audit,Spoon Brands So

12、lution - Candy Model ( a proven holistic appraoch with 18 elements to create strong operating profits in P&L ), 1992 - 2011 Sunny Poon 潘尚穎,Spoon Brands,BrandInterior,BrandCore,Product,Identity,POS,Brand Exterior,Brand Exterior,BrandInterior,TOF,OEM打造內銷品牌的策略,Product Market Prism,HIGH,MIDDLE,LOW,OEM打造內銷品牌的策略Reference:What are the key factors in the success of its brands?Bernard Arnault, Chairman & CEO, LVMH GroupProduct qualityCreativityImageCompany spiritA drive to reinvent oneself and to be the best,Thank you!,香港靈在品牌,Email: ,