City A 2001 POSM' - PowerPoint PPT Presentation

1 / 17
About This Presentation
Title:

City A 2001 POSM'

Description:

????????? 'City A' ???? ???????? ? 2001 ???? ???????? ?????????????? ? ??????? POSM. ... llways, Alldays, Safeguard, MrProper, Oral B, Gillette, Duracell. ... – PowerPoint PPT presentation

Number of Views:27
Avg rating:3.0/5.0
Slides: 18
Provided by: ryj
Category:
Tags: posm | city | duracell

less

Transcript and Presenter's Notes

Title: City A 2001 POSM'


1
(No Transcript)
2
? ???????? gt ???????
????????? City A ???? ???????? ? 2001 ????
???????? ?????????????? ? ??????? POSM. ?????? ??
?????????? ????????? ?? ??? ??? ???????????? ???
??????????? ????????? ???????? ?G, Nestle Food,
Sara Lee, ?????????? ??????????. ?? ????
?????? ?? ?????? ??????? ?? ????????????????
????????, ??????????? ?????? ?? ??????????
???????????, ???????, ????????? ? ????????????
??S ?? ??????????????? BTL ?????????, ??????????
???????????? ????? ??????? 20 ????????????
????????. ?? ? ?????????? ?????? ?????
?????????? ????, ???????? ??????????? ????????? ?
?????????????? ??????, ????????????? ?????????
?????????, POS- ? ?????? ????????? ??????????.
3
? ???????? gt ??????
?? ????????? ???????? ??????? ??????
?????????????? ????????
  • ??????, ???????, ???-????? ???????
  • ????????? ?? ?????? ? ????????
  • ??????? ??????? ??? ???????? ??????????
  • ?????? ? ??????????????? ???????
  • ?????? ? ???????????? ???????
  • ?????? ??????

??? ???????? ?????????????, ??????????? ? ???????
?????????? ?????? ????????????? ?????? ???????,
????????, ??????????.
4
? ???????? gt ?????????
????????? ????? ???????? ????????? ?????????? ??
???????????? ?? ????????????
?? ??????????? ???????????? ??????????????? ?????
??? ? 20 ??????? ?? ???? ??????, ??????? ????????
? ?????????? ? ???????.
5
? ???????? gt ???????
ProcterGamble / Gillette Group ??????? ?
???????????? POS ?????????? ??? ??????? TM
Ariel,Tide, Fairy, Comet, Blend-A-Med,
HeadShoulders, Camay, llways, Alldays,
Safeguard, MrProper, Oral B, Gillette, Duracell.
Trade promotion, consumer promotion, ?????
???????? ??? Nestle Food ??????? ? ????????????
POS ?????????? ??? ??????? Perrier, Vitel,
KitKat, Nuts, ??? Kraft Foods ???????????? POS
?????????? Sara Lee ??????? ? ???????????? POS
?????????? ??? ??????? Kiwi, Ambi Pur
Pioneer ???????. ????????????????? ?
???????????????,?????- ? ?????????????????. BTL
????????? Geox ????????????????? ?
???????????????, PR ? BTL ??????????? ??????????
?????????? ???????, ???????????? ?
????????????? ?????????? ????????? ????????? ?
????? PR ??????????? ? Event ?????????
6
????????? ????????
?????????? ??????
????? ?? ?????? ? ?????????
?????????????? ????????????. ?????????????
????????????. ?????????
????????????? ??????
?????????? ?????????? ?????????. ??????? ? ??????
????????? ?????????. ????????
???????, ??????
BTL
??????????, ??????????? ? ?????????? ???????? ??
??????????? ???????? ?????. ?????? ?????? ????? ?
??????? BTL
ATL
?????????????????. ???????????????. ?????- ?
?????????????
????????????
???????????? POS ??????????, ?????????? ?
???????????? ????????????, ??????????
7
????????
? ????????? ??????? ???? ?????? ??????????
????????? ?? ????????? ??????????????
  • ???????? ?????????????
  • ?????????????
  • ????????????
  • ??????????
  • ???????? ?????????????????? ??????? ?????????
    (??????, ?????? ? ??.)
  • ????????
  • ???????? ????????????? ?????????
  • ????????? / ??????
  • ????????????

8
??????? ? ??????
??????????? ????????? ????????? ?????????????
?????? ?????? ????? ?? ???????? ? ???????
  • ?????????? ????????? ?????????????? ?????
  • ?????? ??????????????? ????????? ? POSM, ????????
    ? ????????, ?????????? ?????????
  • ?????????????? ???????? ????????? ??????????? ?
    ??????????? ???????
  • ?????????? ????????? ??? ??????????, event
    ???????????, ?????- ? ????????????
  • ??????? ? ?????? ??? ???????? ???????, ??????? ?
    ??????
  • ????????? ????????? ??????????

9
??????? ? ??????
10
BTL
??????????????? ?? BTL, ???? ????????? ???????
?????? ????? ?????? ? ???? ???????
  • ????? ?? ??????????? ???????? ????? ??? ????????
    ???????????? (?onsumer promotion)
  • ????? ?? ??????????? ???????? ????? ? ?????????
    ???? (Trade promotion)
  • ?????????????
  • ??????????? ??????????? ??????????? (Event
    marketing)
  • ??????-????????? (???????? ????????, ???????
    ?????, SMS, Internet-???????, ???????? ? ???????
    ??? ??????)

11
BTL
12
????????????
?? ??????????? ????????????? ??? ????????????
POS-?????????? ??? ?????????? ?? ???? ?????
????????
?? ?????? ????-??????? ????-??????
????-???????? ????? ???????? ???????
?????? ???????? ??????? ???????
??????? ??????? ?????? ???????? ??????
??????? ???????? ?????? ????-????? ?????????
??????? ????????
???????? ???????????? ????????
????????? ?????????? ??????? ???????
????????????
?? ???????? ???????? ?????? ????????
13
????????????
14
????????????
??????????? ? ?????????? ?????????
  • ?????-?????
  • ?????-??????
  • ??????????? ??????
  • ???????? ?????
  • ???????? ???????????,
  • ??????
  • ?????????????? ??????????
  • ?????????

15
ATL
? ????????? ????????? ???????? ?????????? ????
???????????? ATL-???????. ???? ?????? ? ????? ATL
  • ????????????????? ? ???????????????
  • ???????????
  • ?????
  • ??????
  • ???????? ???????
  • ???????????? ?????- ? ???????????????
  • ??????????? ???????
  • Product Placement

16
???????????
?? ????????? ???? ????? ??????????? ??? ????????
??????? ?? ????????????? ?? ??????????????
???????????? ??????????????? ?????????????
???????? ??????? ???????? ????? ??????????
???????? ????????? ????????? ????????? SMS-?????
?? ????????-??????????
17
??????? ?? ????????!
City A 105005, ??????,??.???????? ????????,
?.31/357 (495) 792-55-96 www.city-a.ru
???? ???????? ???????? ?? ?????? ?
????????? Ashipulina_at_city-a.ru
Write a Comment
User Comments (0)
About PowerShow.com