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The Brand We Serve
Siemens Home AppliancesKodak (All-China Public Relations)Carrier Air ConditioningMitsubishi ElevatorShanghai International TV Festival, Shanghai International Film Festival
Market Analysis
Source: Link Survey
SIEMENS
Strong POP support
New products development
Strength of enterpriS
Elecx
After-sales-service
Competitor Analysis
Market Analysis
180-280L
Others
75%
25%
Remarks: The above figures are estimated based on the statistics of 1998
Source: Link Survey
Others
Ingredients of Haier’s market share
Market and Competitor Analysis
Among 180L-280L:
1999 potential volume: 7.5mil
180L-280L: 75%(5.6mil) others: 25%(1.9mil)
Haier1999 estimated share of Haier:40%(2.2 mil)
DSB & Siemens Home Appliances
Account director : Mr.Stone YangAge:30In Ad Business for :6 yearsBrands served :Wella Uni-lever food,General,Sampo refrigerator,Sampo washing machine, Carrier, Mitsubishi Elevator ,Siemens Home Appliances.
Core members of our Siemens Team
Account Manager : Mr.Feng XieAge:28In Ad Business for :5 yearsBrands served :Wella Changhong Electronics, Meiling refrigerator, China Telecom, China Unicom, Siemens Home Appliances
High price
High quality
Competitor Analysis
SummaryThe major opportunity comes from the high-price market dominated by Haier。Total 99 potential volume of Siemens’ target market: 1.15milHaier’s brand reveals the strength of an enterprise, while its product is one packaged which shares the similarity with other brands.To snatch 17% share in high-price market and achieve 0.19 mil sales volume in 1999, Siemens is recommended to challenge Haier with high-quality products and similar price.
We Are Not After Size. We Are After Perfection
DSB is not a huge agency. It has less than 30 people. But it’s right that core team that we take strong pride in. We don’t turn to new clients easily. To provide good satisfying service to our current clients whom we always cherish is the best benefit and development for DSB.DSB now serves only 5 clients, but each one of them is a world-wide famous brand.
1999 SIEMENS
New Refrigerator Launch Campaign
Prepared for: BSH Home Appliances Co.,Ltd.Prepared by: DSB AdvertisingDate: January ,1999
Content
Market and competitor analysis Consumers’ U&A Brand definition Product core conceptCommunication strategy Media strategy Promotion plan Schedule“Home of Service” SystemASS plan
First-Class Cooperators (Production Home)
TVC Production:Yimou Zhang Production UnitTaiwan Greatland Film Production Ltd.OthersPrint:One of the investors of DSB --Hongkong Guest Advertising Co.. It has a large printing house on Mainland China to guarantee fast service with premium quality.Good relationship with Media:Our 12-year promotion planning and production designing for Shanghai International TV Festival & Shanghai International Film Festival have brought us good relations with other cities across the land.
Rongshen Meiling National Elex Sharp Xinfei
Dominant advantage:
No strong rivalsExpensive imported brands (Rmb 1,000 higher)
1999 New Siemens RF potential volume:1.15mil
DSB & Siemens Home Appliances
Creative director : Mr. Xiaoyun ChenAge:37In Ad Business for : 5 yearsBrands served :KFC, General,Dove, Pond’s, Hazeline, Uni-lever, Kodak, Squibb, Duracell, Carrier, Mitsubishi Elevator, Siemens Home Appliances.
Competitor Analysis
To achieve the target of 0.19 mil sales volume, we should consider：The weak point of Haier Breakthrough pointThe strength of brand and product of Siemens Our nailHow to efficiently cause(urge) target consumers to change brand through communication strategy Our hammer
DSB & Siemens Home Appliances
Key members on our Siemens Team:Siemens is DSB’s most treasured client.So the brand team is headed by our General Manager himself.
DSB & Siemens Home Appliances
Even though DSB is not the sole agency for BSH, the growing-up of DSB can never happen without BSH. Siemens Home Appliances is indispensable in the soaring of the DSB reputation in its circle. More than half of the Award-winning works done by DSB in 1998 came from the trust from BSH in DSB. Something we need to say is all of the creative works that we’ve done strictly adhere to the brand definition and accurately aiming at the target consumers, we are not doing creative work for prize-winning, of course.
DSB is a local advertising agency serving international brands. We do accurate and effective advertising.
The Service Which Is Fast & Perfect
The devotion and professionalism that we show in our team work have made us into a group of professionals with fast reaction. That’s the keystone of the service that we provide.The fully-developed work flow arms our efficiency with quality guaranty. And we believe that only when efficiency goes with guaranteed quality is it valuable.The professionalism and responsibility that we treasure and hold, as well as the conscientious and responsible spirits of our cooperators make sure that our job is done fast perfectly.
Core members of our Siemens Team
Art Director: Mr.Yin LiuAge:37In Ad Business for : 15 yearsBrands served : KFC, General,Dove, Pond’s, Hazeline, Uni-lever, Kodak, Squibb, Duracell, Carrier, Mitsubishi Elevator, Siemens Home Appliances.
Siemens Home AppliancesKodak (All-China Public Relations)Carrier Air ConditioningMitsubishi ElevatorShanghai International TV Festival, Shanghai International Film Festival
Market Analysis
Source: Link Survey
SIEMENS
Strong POP support
New products development
Strength of enterpriS
Elecx
After-sales-service
Competitor Analysis
Market Analysis
180-280L
Others
75%
25%
Remarks: The above figures are estimated based on the statistics of 1998
Source: Link Survey
Others
Ingredients of Haier’s market share
Market and Competitor Analysis
Among 180L-280L:
1999 potential volume: 7.5mil
180L-280L: 75%(5.6mil) others: 25%(1.9mil)
Haier1999 estimated share of Haier:40%(2.2 mil)
DSB & Siemens Home Appliances
Account director : Mr.Stone YangAge:30In Ad Business for :6 yearsBrands served :Wella Uni-lever food,General,Sampo refrigerator,Sampo washing machine, Carrier, Mitsubishi Elevator ,Siemens Home Appliances.
Core members of our Siemens Team
Account Manager : Mr.Feng XieAge:28In Ad Business for :5 yearsBrands served :Wella Changhong Electronics, Meiling refrigerator, China Telecom, China Unicom, Siemens Home Appliances
High price
High quality
Competitor Analysis
SummaryThe major opportunity comes from the high-price market dominated by Haier。Total 99 potential volume of Siemens’ target market: 1.15milHaier’s brand reveals the strength of an enterprise, while its product is one packaged which shares the similarity with other brands.To snatch 17% share in high-price market and achieve 0.19 mil sales volume in 1999, Siemens is recommended to challenge Haier with high-quality products and similar price.
We Are Not After Size. We Are After Perfection
DSB is not a huge agency. It has less than 30 people. But it’s right that core team that we take strong pride in. We don’t turn to new clients easily. To provide good satisfying service to our current clients whom we always cherish is the best benefit and development for DSB.DSB now serves only 5 clients, but each one of them is a world-wide famous brand.
1999 SIEMENS
New Refrigerator Launch Campaign
Prepared for: BSH Home Appliances Co.,Ltd.Prepared by: DSB AdvertisingDate: January ,1999
Content
Market and competitor analysis Consumers’ U&A Brand definition Product core conceptCommunication strategy Media strategy Promotion plan Schedule“Home of Service” SystemASS plan
First-Class Cooperators (Production Home)
TVC Production:Yimou Zhang Production UnitTaiwan Greatland Film Production Ltd.OthersPrint:One of the investors of DSB --Hongkong Guest Advertising Co.. It has a large printing house on Mainland China to guarantee fast service with premium quality.Good relationship with Media:Our 12-year promotion planning and production designing for Shanghai International TV Festival & Shanghai International Film Festival have brought us good relations with other cities across the land.
Rongshen Meiling National Elex Sharp Xinfei
Dominant advantage:
No strong rivalsExpensive imported brands (Rmb 1,000 higher)
1999 New Siemens RF potential volume:1.15mil
DSB & Siemens Home Appliances
Creative director : Mr. Xiaoyun ChenAge:37In Ad Business for : 5 yearsBrands served :KFC, General,Dove, Pond’s, Hazeline, Uni-lever, Kodak, Squibb, Duracell, Carrier, Mitsubishi Elevator, Siemens Home Appliances.
Competitor Analysis
To achieve the target of 0.19 mil sales volume, we should consider：The weak point of Haier Breakthrough pointThe strength of brand and product of Siemens Our nailHow to efficiently cause(urge) target consumers to change brand through communication strategy Our hammer
DSB & Siemens Home Appliances
Key members on our Siemens Team:Siemens is DSB’s most treasured client.So the brand team is headed by our General Manager himself.
DSB & Siemens Home Appliances
Even though DSB is not the sole agency for BSH, the growing-up of DSB can never happen without BSH. Siemens Home Appliances is indispensable in the soaring of the DSB reputation in its circle. More than half of the Award-winning works done by DSB in 1998 came from the trust from BSH in DSB. Something we need to say is all of the creative works that we’ve done strictly adhere to the brand definition and accurately aiming at the target consumers, we are not doing creative work for prize-winning, of course.
DSB is a local advertising agency serving international brands. We do accurate and effective advertising.
The Service Which Is Fast & Perfect
The devotion and professionalism that we show in our team work have made us into a group of professionals with fast reaction. That’s the keystone of the service that we provide.The fully-developed work flow arms our efficiency with quality guaranty. And we believe that only when efficiency goes with guaranteed quality is it valuable.The professionalism and responsibility that we treasure and hold, as well as the conscientious and responsible spirits of our cooperators make sure that our job is done fast perfectly.
Core members of our Siemens Team
Art Director: Mr.Yin LiuAge:37In Ad Business for : 15 yearsBrands served : KFC, General,Dove, Pond’s, Hazeline, Uni-lever, Kodak, Squibb, Duracell, Carrier, Mitsubishi Elevator, Siemens Home Appliances.