品牌营销完整案例分析
1、Background? 背景
Why was the Left Band Cafebrand born?
为什么会诞生左岸咖啡这个品牌？
President Enterprise's dairy products were being sold under
the "Predident"brand name,and for a longtime had been unable
to rise beyond second or thirdplaced brand in the market.
统一企业的乳类食品都是以“统一”牌子出售，在市场上长期以来
无法突破二、三线商品的形象。
2、Background? 背景
The reason was that President was also marketing agreatvariety of
otherproducts under the corporatebrand name,including notonly food
and drinkproducts,but also insurance andeven amusement parks.
原因是“统一”也有大量其他商品以企业的名字为牌子，不仅包括饮食，
还有保险甚至娱乐场。
3、Background? 背景
This led to confusion of the brand assets,which caused along-term
problem for President's dairy products,since they needed to convey
a clearimageof“freshness”and“expertise.”
这导致牌子混淆，给“统一”的乳类食品造成了长期问题，它们需要一个
“新鲜”和“专业”的清晰形象。
4、Background? 背景
To solve the problem,president wished to create a new brand for its
dairyproducts, capitalizing on the competitive edhe of its superior
refrigerationfacilities and distribution system.In Taiwan,any beverage
that comes in a Tetra Pak-be it a highcost coffee or a low-cost soy
milkis always soldfor either NT$10 or NT&15.And any beveragethat comes
in a can is alwayssold for NT$20.
为此“统一”希望为它的乳类食品建立一个新牌子，利用其在台湾具竞争国的
冷冻设施及分配系统。在台湾，以Tetra Pak包装的饮料-不论是高价的咖啡还
是低价的豆奶-价钱总是10或15元新台币。罐头包装饲料则卖20元。
5、Background? 背景
With the strong competitionin the market and the everincreasing cost
of raw materials,we thought it would begreat if we could sell the
samekinds of beverages,in packages of the same volume,for a price of
NT$25.
市场竞争激烈，原材料成本不断上升，如果能将相同类别、相同容量的饮料卖
到25元，那该多好！
6、Package? 包装
The brand story starts witha plastic cup.
品牌的故事从一个塑料杯开始。
We developed a white plasticcup.This cup looks just likean ordinary
McDonald's take-away coffee cup,but is made of plastic rather than
paper.
我们开发了一个白色塑料杯，它看起来就象一般麦当劳外卖咖啡的杯子，差
别是快餐店用的纸杯。
7、PLace 产品放置
This cup does not have a vacuum seal,and the contents can only be
kept for a short period,and then only if the cup is stored at a
temperatureof 5℃。
这个没有真空密闭的杯子只有在5℃冷藏柜才能内容物保存一段短暂的时间。
8、PLace 产品放置
Nevertheless,we realized that this shortcoming actually presented
anopportunity.Because the storage periid is soopportunity.Because
the storage period is so short,consumers will believe that the
contents of the cup are fresh.
但是我们把这看成一个机会。保存期短使消费者相信物料新鲜。
And if a drink is fresh,there is a good reason for it tobe a little
more expensive than a drink which is not.
而一杯新鲜的饮品自然比其它要贵些。
9、Price? 价格
All the strategic thinking was concentrated on one majorobjective:
howcan 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 seriesof questions to help us ensure we could
createa 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。
10-1 Product 产品
Better Qusetions
What factors make people think of a beverage as good?
What beverages are most worth selling on consignment?
What is the most high-class place for consignment goods to come from?
What are the most expensivedrinks here?
基本思考
饮料在什么情况下会被认为好？
寄售什么饮料最值钱？
从哪里来的寄卖品最高级？
在这里什么饮料最贵？
10-2 Product 产品
What kind of product should we put into the cup,to besthelp us
sell itfor 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。
11-1 Brand Concept 品牌概念
We then asked ourselves-where can we say this coffee comes from,
in orderto create ahigh-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 inerrogate 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。
11-2 Brand Concept 品牌概念
An airline kitchen?
空中厨房？
Coffee fro an airline kitchen,as specially prepared forfirst
-class passengers
来自空中厨房专门为头等舱准备的咖啡
11-2 Brand Concept 品牌概念
An airline kitchen?
空中厨房？
Coffee fro an airline kitchen,as specially prepared forfirst
-class passengers
来自空中厨房专门为头等舱准备的咖啡
11-3 Brand Concept 品牌概念
A high-class Japanese stylecoffee shop?
日式高级咖啡馆？
Coffee from a refined and elegant? Japanese specialty coffee shop.
来自优雅、精致的日式咖啡馆的咖啡
11-4 Brand Concept 品牌概念
A legt band cafe
左岸咖啡馆?
Coffee from Paris-from a cafe on the left bank of the Seine-a
place fullof atmosphere, a haunt of poets and philosophers.
这咖啡来自巴黎塞纳河左岸一家充满人文气氛的咖啡馆，一个诗人、
哲学家喜欢去的地方。
11-5 Brand Concept 品牌概念
10 Downing Street
唐宁街10号
Coffee from the kitchen of the British prime minister'sresidence,
a placewhere coffee is prepared forVIP visitors every day.
这咖啡来自英国首相官邸厨房，平日在这里准备招待贵宾的咖啡。
11-6 Brand Concept 品牌概念
It becane apparent that mostpeople felt that the coffee from
a left band cafe seemedto have the highest value,and would
make them pay highest price.
明显地人们觉得左岸咖啡馆的咖啡价值最高，他们愿为此付最高的
价钱。
12-1 Target Group 目标消费群
Who would be the most willing to pay NT$25 to buy a coffee
that would only cost NT$15 in a Tetra Pak?
用Tetra Pak? 包装的咖啡只卖15元，谁会最以愿意付25元买一杯
咖啡？
12-2 Target Group 目标消费群
Any new beverage product must achieve a good turnover within
three months,or it willbe delisted.Who would be more than
merely curious(sincecuriosityalone would not beenough to
overcome the high-price barrer),and buy intothe idea of the brand?
新印饮品在推出三个月内如果达不到高营业额就会被撤走。那些人会
出于品牌的创意而购买这个新牌子（仅有好奇心并不能克服高价的门
槛）？
12-3 Target Group 目标消费群
Young women aged 17to 22 arecharacterized as being honest and
sentinenal,full of hopes and dreams,fond of art and literature,
but not particularlysophisticated,since they still do not have
much experience of life.
我们选择17到22岁的年轻女士，他们有诚实、多悉善感，喜爱文学艺术，
但生活经验不多，不太成熟。
12-4 Target Group? 目标消费群
They loved the idea behind the brand ,and were particularly
motivated by the 'LeftBand cafe'concept.
她们喜欢品牌背后的意念，尤其是“左岸咖啡馆”的概念。
13-1 Consumer Insight 洞察消费者
They look for much more froma product than mere productquality.
They look for emotional reward,something that makes them feel
better somethingthat makes them feel moresophisticated than they
really are.They look for brandsthat understand and addresstheir
innerneeds.
她们寻求产品质量以处更多的东西，寻求情感回报、使她们感觉更好、
觉得自己更成熟的东西，寻求了解、表这她们内在需求的品牌。
13-2 Consumer Insight 洞察消费者
They look for much more froma product than mere productquality.
They look for emotional reward,something that makes them feel
better something that makes them feel more sophisticated than
they really are.They look for brands that understand and address
their inner needs.
她们寻求产品质量以我更多的东西，寻求情感回报、使她们感觉更好、
觉得自己更成熟的东西，寻求了解、表达她们内在需求的品牌。
The Left Bank Cage concept together with the aromatic,'adult'
flavour of coffee,fostered a sense of spiritual renewal in them.
左岸咖啡馆，带着咖啡芬芳、成人品味，在她们精神上形成一种新的感觉。
14、Tone & Manner 气氛及风格
According to statistics frombookstores,the most popularauthor
amongyoung women of this age group is Muraknami Haruki.
She isthe foremost representative of a new styleof Japanese
writingwhich iship,absurd,postmodern,and always coolly deadpan.
What'sunique about Murakami'sstories is that they expertly manage
toconjure up the feelignof citydwellers.
她们最欣赏的作家是村上春树。
她的作品忧郁、超现实、冷峻，有唤起城市人的感觉。
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