如何从无到有创建品牌(ppt 61页)

资料简介：

如何从无到有创建品牌内容提要：
Price 价格：
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个主要目的：如何让消费者接受25元一杯的高价？
We asked ourselves a series of questions to help us ensure we could create a high-class brand.
我们自问一连串相关问题，以确保能创造出一个高级的品牌。
Product 产品 ：
What kind of product should we put into the cup, to best
help us sell it for the highest price?
在这杯子放进什么商品才能卖到最高价呢？
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
我们考虑过葡萄汁、果汁、牛奶，最后选咖
啡，因为咖啡不那么容易变质、被认为是高
质饮品，并因牛奶成分而得到优惠税率。
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?
什么地方运来寄售的咖啡最有高级感？
We held eight focus discussion groups to interrogate 4 concepts
我们组织了八个讨论小组，想出四个高级场所作为尝试的概念。

 
 

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