左岸咖啡,创建品牌的神话

Brand Concept 品牌概念
– 10 Downing Street Coffee from the kitchen of the British prime minister‟s residence, a place where coffee is prepared for VIP visitors every day.
• what makes the consumer value the product 什么令消费者高度评价该产品
• If we can understand the “connection” between these three attributes, then we can turn a product into a brand 如果我们了解这三种属性之间的“联系”，就能 将一个产品转为一个品牌。
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。
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。
Background 背景
The reason was that President was also marketing a great variety of other products under the corporate brand name, including not only food and drink products, but also insurance and even amusement parks.
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? 出产在什么地方的咖啡最有高级感？ • We held eight focus discussion groups to interrogate 4 concepts 通过八个讨论小组，想出四个高级场所作为 尝试的概念。
唐宁街10号 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。
– A high-class Japanese style coffee shop ? Coffee from a refined and elegant Japanese specialty coffee shop
日式高级咖啡馆 ? 来自优雅、精致的日式咖啡馆的咖啡
Brand Concept (Cont‟d) 品牌概念
Brand Concept 品牌概念
– An airline kitchen ? Coffee from an airline kitchen, as specially prepared for first-class passengers
空中厨房 ? 来自空中厨房专门为头等舱准备的咖啡
Brand Concept 品牌概念
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。
Background 背景
To solve the problem, President wished to create a new brand for its dairy products, capitalizing on the competitive edge of its superior refrigeration facilities and distribution system. In Taiwan, any beverage that comes in a Tetra Pak - be it a highcost coffee or a low-cost soy milk - is always sold for either NT$10 or NT$15. And any beverage that comes in a can is always sold for NT$20.
– A left bank café Coffee from Paris - from a café on the left bank of the Seine - a place full of atmosphere, a haunt of poets and philosophers
左岸咖啡馆 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。
Consumer Needs/ Beliefs 消费者需求/信念 Why I value the product 我为何高度评价该产品
Brand Personality Why I trust the product 品牌个性 我为何信任该产品
Case Study 案例分析
Left Bank Café President Enterprise
• what makes the consumer like the producimage 品牌个性/形象
• what makes the consumer trust the product 什么令消费者信任该产品
– consumer needs/beliefs 消费者需求/信念
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 餐店用的是纸杯。
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 temperature of 5C.
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！
Package
包装
• The brand story starts with a plastic cup.
品牌的故事从一个塑料杯开始。
• We developed a white plastic cup. This cup looks just like an ordinary McDonald‟s take-away coffee cup,but is made of plastic rather than paper.
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。
左岸咖啡馆 统一企业集团
Left Bank Café President Enterprise
Background 背景
Why was the Left Bank Café brand born?
为什么会诞生左岸咖啡馆这个品牌？
President Enterprise‟s dairy products were being sold under the “President” brand name, and for a long time had been unable to rise beyond second or third placed brand in the market.
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。而一杯新鲜的饮 品自然比其它要贵些。
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?
这个没有真空密闭的杯子只有在 5º C冷藏柜 才能让内容物保存一段短暂的时间。
Place 产品放置
Nevertheless, we realized that this shortcoming actually presented an opportunity. Because the storage period is so short, consumers will believe that the contents of the cup are fresh. And if a drink is fresh, there is a good reason for it to be a little more expensive than a drink which is not.
左岸咖啡策划文案
Building A Brand From Scratch
从无到有创建品牌
A Brand Is … 品牌是...
• A unique combination of three attributes
三种属性的独特组合