1. A Brief Introduction To DSB

2. DSB is a local advertising agency serving international brands. We do accurate and effective advertising.

3. 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.

4. First-Class Cooperators (Production Home)  TVC Production:  Yimou Zhang Production Unit  Taiwan Greatland Film Production Ltd.  Others  Print:  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.

5. 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.

6. The Brand We Serve  Siemens Home Appliances  Kodak (All-China Public Relations)  Carrier Air Conditioning  Mitsubishi Elevator  Shanghai International TV Festival, Shanghai International Film Festival

7. 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.

8. 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.

9. DSB & Siemens Home Appliances  Account director : Mr. Stone Yang  Age:30  In Ad Business for :6 years  Brands 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 Xie  Age:28  In Ad Business for :5 years  Brands served :Wella Changhong Electronics, Meiling refrigerator, China Telecom, China Unicom, Siemens Home Appliances

10. DSB & Siemens Home Appliances  Creative director : Mr. Xiaoyun Chen  Age:37  In Ad Business for : 5 years  Brands served : KFC, General,Dove, Pond’s, Hazeline, Uni-lever, Kodak, Squibb, Duracell, Carrier, Mitsubishi Elevator, Siemens Home Appliances. Core members of our Siemens Team  Art Director: Mr.Yin Liu  Age:37  In Ad Business for : 15 years  Brands served : KFC, General,Dove, Pond’s, Hazeline, Uni- lever, Kodak, Squibb, Duracell, Carrier, Mitsubishi Elevator, Siemens Home Appliances.

11. 1999 SIEMENS New Refrigerator Launch Campaign Prepared for: BSH Home Appliances Co.,Ltd. Prepared by: DSB Advertising Date: January,1999

12. Content  Market and competitor analysis  Consumers’ U&A  Brand definition  Product core concept  Communication strategy  Media strategy  Promotion plan  Schedule  “Home of Service” System  ASS plan

13. Market and Competitor Analysis

14. Among 180L-280L:1999 potential volume: 7.5mil 180L-280L: 75%(5.6mil) others: 25%(1.9mil) Haier 1999 estimated share of Haier:40% (2.2 mil) Market Analysis 180-280L Others 75% 25% Remarks: The above figures are estimated based on the statistics of 1998Source: Link Survey Others

15.  Ingredients of Haier’s market share Medium-price:48%1.05mil Highly competitive Rongshen Meiling National Elex Sharp Xinfei High-price: 52% 1.15 mil Dominant advantage: No strong rivals Expensive imported brands (Rmb 1,000 higher) National Sharp 1.15mil 1999 New Siemens RF potential volume:1.15mil Market Analysis Source: Link Survey

16. SIEMENS Strong POP support New products development Strength of enterprises Haier SIEMENS Elecx After-sales-service Competitor Analysis High price High quality If Siemens can take up 17% within high-price RF ， the objective of 0.19mil volume can be achieved.

17. Competitor Analysis Summary  The major opportunity comes from the high-price market dominated by Haier 。  Total 99 potential volume of Siemens’ target market: 1.15mil  Haier’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.

18. Competitor Analysis To achieve the target of 0.19 mil sales volume, we should consider ：  The weak point of Haier  Breakthrough point  The strength of brand and product of Siemens  Our nail  How to efficiently cause(urge) target consumers to change brand through communication strategy  Our hammer

19. Brand Large group －－ strength Good after-sales service － care, respect, reassurance Good on-site exhibition －－ power Continuous new products development －－ advanced technology The advantage of Haier Product The variety of styles －－ more options High price －－ good quality Export trend －－ a worldwide brand The large number of buyers －－ reassurance Competitor Analysis

20. The disadvantage of Haier Brand Perceived image －－ child,young men,young women (obscure, not integrated) Brand recognition －－ mainly on the strength of the enterprise instead of the brand itself Product small differentiation with other brands 。 Easier to change consumers’ behavior Siemens can differentiate itself with Haier

21. Consumers’ U&A

22. Six-step purchase process Trigger Consider Search Choose Buy Experience Upgrade or change old refrigerator Newly married Key motivator: -no negative association -new benefits In- store influences -salesman -posters -counter Life style TVC WOM Size/type Brand Price Features Functions Price Brand Press Quality assurance Brand/ Producer Price POS- point of sales After-sales service Any problems A short list of brand s 1-2 top of mind Problem solving Key motivator: -solve all current problems -new benefits Self- improvement Self- maintenance Any related information Fit with previous expectation?

23. Consumers’ U&A  Purchase criteria  Quality  Features/Functions  Size  Price  Convenient usage  After sales service  Brand  Manufacturer Quite a few factors are being considered when purchasing a refrigerator. Consumers need to be provided as much information as possible. Direct and concrete information is what consumers need. Convenient message delivery is a good help.

24. Consumers’ U&A  Source of awareness 0.00% 20.00% 40.00% 60.00% 80.00% POSWOMTV+NPOther Why on-site exhibition works? - TVC is of insufficient, similar and confusing information -Careful on-site comparison is needed -The recurring measuring while determining to buy -Most of the current print ads aim at only one benefit point at a time, which makes it difficult for consumers to have a overall knowledge of the refrigerator.

25. Consumers’ U&A Summary  The ideal brand list is accomplished in the phase of information accumulation. Clear and overall information is a must.  The initial decision is made in stores after comparison. The on- site exhibition can directly affect the consumers’ opinion.  There is recurring measuring while making final decision

26. Aged between 30 and 45, the owner of refrigerator with a harmonious family, higher living standard than others and before, caring about his public image and eager to be respected, easy to be attracted by modern products but lack of judgement,wishing to be told the real benefit, regarding dinner as an important part of life, too busy to go to markets frequently, is after richer variety of food, taking refrigerator as his partner of enjoying the life. Communication Target Description

27. Brand Definition  The difference with former brand definition:  Former: self-centered, taking pride in giving as honor, someone who is too far from consumers, an intangible idol  Current: keeping in touch with you, an indeed friend He is a versatile engineer and inventor with rich experience, an easy- going man in real life of 40 years old. Friends or neighbors like asking him for help while in trouble. He always introduce you the latest technology, and teaches you how to recognize and use the most advanced living appliance. A precious consultant of your life.

28. Product Concept

29.  Consumers’ needs  Fridge  -flexible shelves, good use of space  -smell not mixed 不串味  -some small tightly-sealed trays/boxes/drawers needed for some specific issues 需要小的密封盒 / 抽屉  -removable and washable rubber ring 可拆卸门封条  Freezer  -separate transparent drawers 透明隔离抽屉  -fast-freezing 速冻  -ice-making 制冰 The new Siemens RF fully meets the various storage needs of consumers Source:AC Nielsen

30. Siemens -Delicate design from inside out -Unique and practical functions -ECP -LED -Memory alarm … Competitor Haier - power-saving -No-frost -CFC-free -fresh-keeping -Health -Nutrition Consumer 28- 45 old ， household income per month above RMB2500,they care more about the function, price,capacity. Be concerned about after- sale service,the attraction of brand to them is merely a supplement. They are after a higher life. An intellectual RF with elaborate design everywhere 处处设计精到的智能冰箱 Product Core Concept

31. Communication Strategy

32. Key Issue in Communication How to prompt Haier’s consumers change brand in store? 如何促使 Haier 的消费者在店头转换品牌？

33. Communication Strategy Role of communication Use brand to spur sales The former brand definition is intangible Far from the consumers Compared to Haier, Siemens electric appliance is not well- known enough Long term is required to set up a brand Reinforce the brand awareness purely The Ad effect will be neglected in peak sales season High Ad investment with low effect Unable to convey the message consumers really care about Unable to assure the consumers on the after-sales service Focus mainly on SP Consumers hold a negative view towards the promotion utterly for sales. Promotion takes low effect for large electrical appliance like RF. It will eventually fall into the low-price competition, and will fail to support itself at the high- price market. Haier can respond swiftly. The weak point of product is concerned. 

34. Directly face our target ， thrust out our unique leading products, accumulate advantage and break through the Haier product frontline, get onto the ideal buying list of consumers. 直接面对目标对象，全面推出产品英雄, 进入消费者购买清单 集中优势突破海尔的产品阵地 Communication Strategy

35. Face to Face Communication 面 对 面 的 沟 通 The careful consideration of each detail Get onto the buying list directly Influence the decision process and induce trial Quality guarantee and after-sales service promise How to prompt Haier’s consumers change brand in store? 如何促使消费者在店头转换品牌？

36. Communication Strategy Where are we? (Consumers’ c urrent recognition towards Siemens ） Siemens makes frige? Never heard of it, probably RMB 1000 higher than Haier. Only the rich can afford. Who is in charge of the after-sales service? It’s too far from my life. As a matter of fact, refrigerators function similarly and I’d rather choose Haier. It’s better than the average and my colleagues also bought Haier. I heard that the after-sales service of Haier is pretty good. Though it’s a bit more expensive, I can afford it.I feel safe with it. And it is also noble enough.

37. Communication Strategy Where are we going? ( The expected feedback through Ad campaign ) Now I know what a good fridge is like. German technology is considerate, advanced and practical. The interior components are all movable and combinable. Drawers are transparent. After power failure, it tells me the to what extent my food has gone bad. The temperature control is on the outside and computerized...the design is so elaborate that the quality must be reliable. Haier seems to lack something. It’s great if I have such a refrigerator at home. I’d like very much know the price...

38. Core benefit Elaborately designed intellectual refrigerator S upport - ECP 智能温控 -LED display -Memory alarm -Elaborate design from outside to inside Contributions Remarkable performance, Just what you want. Expected feedback SIEMENS refrigerator consider my need elaborately, I will sure go to the store to have a look The Button Seeing is believing 眼见为实

39. Media PR Hotline of service -Good communication and consultation - Introduce the function, provide the buying guide -Create target consumers archive Face to face communication 面对面的沟通 -Use print as core media, mix HP with FP -Large on-site poster to inform the going on sale -On-site light-box as a long-term reminder -Large number of soft Ad -Through R600a, publicize the environmental protection of Siemens -The IT RF in the 21C

40. On-site exhibition Demonstration On-site activities After-sales service -Show product advantage -Show the High- tech -Create an atmosphere for Communications -Guidance name card -Guidance presentation -function demonstration -Q&A -Product exhibition -“Take a look and make a comparison” -choose the Siemens life -share the Siemens life -after-sales service promise -after-sales service card -hotline Urge the consumers to enter the stores, seeing is believing, and choose Siemens from their ideal buying list

41. Communication Strategy The expected consequence: I’d rather buy Siemens than Haier

42. Promotion Plan

43. Promotion plan 1: Product demonstration-take a look and make a comparison  Objective: Obtain consumers’ interest right in the store, introduce the unique functions of Siemens Refrigerator.  Place: Stores with nice product displays in big cities  Time weekends all year around after product launching  Description: After demonstration by sales girls, consumer spin the wheel of fortune and read out the result, then he will be given some souvenirs.

44. SIEMENS 西 门 子 冰 箱西 门 子 冰 箱 杰出表现，如你所愿

45. 西 门 子 冰 箱西 门 子 冰 箱 SIEMENS

46. Promotion Plan Promotion plan 2 ： choose the Siemens life  Role of promotion plan  It must be consistent with the brand definition of Siemens refrigerator, able to show the impact of Siemens as an international brand and relieve people’s resistance towards promotion.  To avoid any fast reaction on competitors’ side.  The prizes for the promotion must be able to show the bonds between Siemens refrigerator and the modern life in the west so as to trigger off the participants’ longing that kind of noble life.

47. Promotion Plan Promotion plan 2 ： choose the Siemens life  Promotion objective  To influence the target consumer's decision-making in the buying process,so that they choose Siemens instead of Haier.  Promotion target  Inquirers at POS with purchase intent  Time April 15,1999--July 31,1999  Place  25 major cities  200 points of sales

48. Promotion Plan  Description:  In stores with good product display, Siemens sales girl explains and demonstrates aiming at consumer with purchase intent.  As to consumers without immediate purchasing decision, give a package of Siemens refrigerator information. Total volume is 500,000 units.  Customers who mail back lottery ticket, with evaluation of sales girl, before given date, will have chance to get award.  In August, among customers, the election of the best sales girl.

49. Promotion Plan  Content of information package  Siemens refrigerator information bag  A letter with Dr.Gutberlet’s signature  Siemens refrigerator hand-out  The refrigerator lottery ticket and comment on sales girls  Siemens refrigerator VCD  Siemens refrigerator sales girl name card.

50. Target audience enter display area Service girl explain and demo Screening Give information set Elect best service girl Read information Purchaser Audience without purchase intention Audience with purchase intention Mail backLucky draw Promotion procedure

51. Promotion Plan  Activity evaluation  A large-scale campaign should be launched when the product is put on market. The large scale itself may also play big roles in the secondary cities without the support of advertisement.  The expected rate :15-20% rate of reclamation with a total of 85000 people.  Make the issuing rate and the recovering rate as the dual evaluation standard, including a shopping guide award set for sales girls with the judgement and evaluation from buyers, so to guarantee the effectiveness of the activity as well as improve service provided by the sales guides.

52. Promotion Plan Market share of Haier, from Jan to Oct,1998 SP1 What to do? Source: LINK Survey

53. Promotion Plan  Main objective Enhance sales volume in off-season ； produce the WOM 。  Target Siemens owners and their friends intending to buy refrigerators  Period August 15,1999-October 5.1999  Region: Top 20 cities (based on sales volume) in the first phase Promotion plan 3: Share the life of Siemens

54. Promotion Plan Promotion plan 3: Share the Siemens life  contents  Send every Siemens user from the consumer’s archive a letter with the name of “Siemens Home of Service” based on the consumers archive. The total ： 200,000 (including the washing machine users --100,000 ）。  The letter includes:  One thank-you letter with Mr. Gerke’s signature  A “Share the Siemens life” coupon (values Rmb 200 ）  An opinion-soliciting card  Consumers can enjoy RMB 200 discount with the coupon in designated stores and can also participate in the lottery-drawing with the “member- get-member” person.

55. Promotion procedure Home of service Receive the letter Coupon delivered Purchase Feed back and lottery Mail back to HOSWOM Analysis and evaluation

56. Promotion Plan Promotion plan 4: Super market contact  Background: A s upermarket is the very place that our target audience go, where we can contact them in an effective way.  Objective: Develop the store right to the consumers’ home, shorten the process of information collecting and purchase.  Method:  Have joint direct sales with the largest supermarket systems in each city.  Choose large supermarkets located in high-class communities.  Put up posters and hand out leaflets in supermarkets.  Advise the target consumers to contact the hotline center or to just go to stores to make a comparison.  Finally purchase in a nearby supermarket.

57. Media Strategy

59. Rmb:’0000 Seasonally Analysis ( Jan97-Oct98 )/ category spending 1997 1998 Peak season The spending trend of 98 is similar to that of 97. May and June are peak season, while after Aug, the investment turns down.

60. Rmb:’0000 Seasonally Analysis ( Jan97-Oct98 )/ Haier 1997 1998 Peak season Continuous and even impact in 98 Implications Haier changed its ad pattern in 98 - more consistent and even.Recommendations Peak season is what Siemens should focus on to support the newly-launched RF. New Year’s eve is also an opportunity to sustain the impact and stand out from media clutter.

62. Market Prioritization Principles- Prioritize key markets in terms of following factors: 1. Market Potential Population Number of refrigerators owned per household Household income 2. Category Media Spending by market

63. Market Prioritization Source: Chinese Statistics Yearbook of 98

64. Market Prioritization Source: Chinese Statistics Yearbook of 98

65. Market Prioritization Source: Chinese Statistics Yearbook of 98

66. Market Prioritization/ Hierarchy GD,SH,SC,YN,SD,ZJ,JS,HeN,HuN LN,BJ,HuB,GX,HeB,FJ,AH,XJ,GS,XZ NX,TJ,HLJ,JX,SaX,GuZ,JL,SX,HaN,NMG,QH 33-44 High potential markets <33 Low potential markets >44 Key markets

68. We say, Print.( with the support of Soft Ad ) Why not use other media? The hardness of detail message delivery. The similar information delivered by TVC is easy to confuse. (Revealed by relevant research by AC Nielsen)

70. Mix Full Page with Half Page FP is used in launching period HP is used in sustaining period Maximize the OTS, deep impression Sustain the Ad impact with continuous reminder

71. Media Strategy When ? Concentrate on peak season and New Year Eve Apr - Jul and Oct - Dec 99, pulsing campaign pattern in off-season Where ? Important markets and focus on major provincial cities What ? Deploy Print as core media, with the support of soft Ad (further negotiation required for the availability) How ? Utilize FP in launching period to maximize the product awareness, and HP in sustaining stage to remind seasonality regionality media Mix creative format

72. Media Selection Criteria / Consumption Habits Target: Shenyang, aged 35-44, HH income Rmb 2500+ % Daily NP Readership Daily NP Readership Source: CMMS 98

73. Media Selection Criteria / Cost Efficiency Comparison Circulation(‘000) Readership(%) Coverage % of Newsstand CPTC (HP,BW) Shenyang Daily Shenyang Eve 300 300 250 250 45.4% 45.4% 36.8% 36.8% SY and its neighborhood 10% 10% 35% 35% 183 183 110 110 SY and its neighborhood Source: AC Nielsen Remarks: CPTC is figured out based on the 98 official rate

74. Soft Ad AvailabilityCity Print Name Ava Price/word Price/wordRemarksBJ TJ SH GZ LN SD JS HB HN ZJ BJ Eve News Jin Wan Bao XM Eve News GZ Ribao SY Eve News Qilu Wanbao Yangtse Eve Chutiandushi Da He Daily QJ Eve News N TBN N Y TBN Y Y Y Y Y Rmb 9.2 remarks: N-unavailable, Y-Yes, TBN-to be negotiated Rmb 5 Rmb 7 Rmb 6 Rmb 5 5x5cm/2200 Create the public focus and make it valuable

75. Media Coverage Hebei Shanxi Inner Mongolia Liaoning Jilin Heilongjiang Shandong Jiangsu Anhui Zhejiang Jiangxi Fujian Henan Hubei Hunan GuangdongGuangxi Shanxi Qinghai Sichuan Guizhou Yunnan Tibet Hainan Gansu Shanghai Beijing Tianjin Xinjiang Uygur Ningxia Huizu Taiwan

76. Hebei Shaanxi Inner Mongolia Liaoning Jilin Heilongjiang Shandong Jiangsu Anhui Zhejiang Jiangxi Fujian Henan Hubei Hunan GuangdongGuangxi Shanxi Qinghai Sichuan Guizhou Yunnan Tibet Hainan Gansu Shanghai Beijing Tianjin Xinjiang Uygur Ningxia Huizu Taiwan Media Coverage

77. Action Timetable JanFebMarAprMayJunJulAugSepOctNovDec Print Ad Soft Ad 20 major cities 20 major NP documentary Year of 1999 SP 2 Construction of HOS Printed matters VCD Execution SP3 Prepare mail Prize PR POP prizeexecution

78. The Home of Service System

79. “The Home of Service ” Concept The Consumer’s perception 消费者认知： It is a household appliances organization which always takes the initiative to show loving care to my needs in life. What I need to do is just make a phone call, and I will get all my problems solved to my satisfaction, be it shopping guidance, consultation or the after-sales service. And they also mail to me from time to time the latest information on their products. And those fun parties. They not only provide very good service in household electronic products, and make me feel the sweet life in the big Siemens family as well.

80. “The Home of Service ” Concept The Sales Headquarters Perception 行销总部认知： The Home-of-Service is a phone shopping center where sales data are renewed all the time, where our clients files are established and phone contact is made, where professional training is provided regularly to the shopping guides, hotline operators and the after sales service people so as to get our service improved, and where adjustment can be made at any time when required by the sales headquarters.

81. Home of service List on the target consumer’s shopping list Decision of Buying Using after buyingStore Attraction Phone consultation Shopping guidance Information Package Promotion Activities Promotion Parties Steward service Source of good reputation User’s experience Home of Service in The Purchase Cycle

82. Home of Service in The Sales Cycle Return visits to Customers Customers’ Archive Sales Statistics Sales Headquarters Stores Before- sales service After sales service PR Home of Service TEL marketing center Consumer

83. The Importance of the “Home of Service” Based on the face to face communication strategy, it exercises its control over the before-sales service, buying process service and after- sales service so as to maximize the resource equipment and service efficiency, so as to change the original afterward after sales service to the new before-brand client service, to make passiveness into positiveness, to shorten the distance between customers and us in communication, so that a good reputation of ours will be built to become a powerful weapon which helps both the sales also our overall service level.

84. Siemens After-Sales-Service Plan Prepared for: BSH Home Appliances Co.,Ltd. Prepared by: DSB Advertising Date : January ， 1999

85. Content  Consumer analysis  Competitor analysis  Question and opportunity  core concept  Core strategy  Service system content  A few key links in execution  Long-term plan of service

86. Consumer Analysis Consumers concern about ASS on the basis of their being assured with product quality Consumers usually care about promise,not content. Consumers compare among ASS of different brands for psychological balance. Quality is the essence. ASS is for mental comfort in purchasing. --Consumers expect heart-consoling promises.

87. Experienced 经历过 Home delivery 送货上门 Help to install and test at home 安装调试 One year warranty - including change of parts (free of charge) 免费更换零件 Not experienced 未经历过 Phone consultation 电话咨询 Service upon the request 随时应邀上 门服务 Maintenance at home,free of charge,once a year 免费保养，一年一次 Reassurance 放心，心里踏实 A sense of being taken care of,and paid attention to 为顾客着想，重视客户 Source:AC Nielsen Added value “Don’t know how to use new things? Call ASS, and let us help you.” What is expected? 希望得到的服务 Consumer Analysis

88. After sales service 售后服务  After sales maintenance 售后维修 = After sales service does not mean unqualified product. 售后服务并不意味着差的产品质量 It is more like an expert/consultant taking care of you. 它象一位专家或顾问一样照顾你。 -Warm -Respect being valued Worry about the inconsistent quality which raely exists. Man-made factors 人为因素 -especially kids damage caused by improper use 使用不当 Care-free Service value

89. Consumer Analysis  Haier consumers’ attitude to ASS (Source:IMI) Brand owners’ perception of ASS during purchasing (Beijing) One reason I chose of buying Haier is for good service, I don’t worry that much.

90. Consumer Analysis  Siemens consumers’ attitude to ASS (Source: sales girl meeting in Shanghai) Want to buy Siemens Most inquire about ASS Door to door delivery 商场送货上门 Decide to buy Siemens Some turn to Haier Sales girl 导购小姐 Time of delivery not guaranteed Time not guaranteed; Language and behavior not standardized. Complaint 抱怨 Install and test at home 上门安装调试

91. Consumer Analysis  Key reasons why worry about Siemens ASS  Siemens household appliance brand awareness low  JV brands have worse ASS system than local brands.  Lack in-depth understanding of the enterprise  No word-of-mouth accumulating ASS theme

92. Competitive brand HaierRongshidaXinfeiElecx Little Duck International star-class service 国际星级一条龙 服务 Gold card service 金卡服务 Red carpet service 红地毯服务 Green channel service 绿色通道 服务 Super-value service 超值服务 Competitor Analysis  Core concept of competitive brand service

93. Service content keeps expanding and service promise keeps upgrading. 服务内容不断扩充，服务承诺不断升级 Competitor Analysis  Competitive brands service content  24-hour hot line service  Around the clock home maintenance service  Build customer’s archive, pay regular revisit. Some brands pay return visits in 24 hours 。  Life time home service  Warranty on 1 year to 3 year terms. For some brands, it’s from 5 to 10 years.

94. Standardize Language and behavior, package them 语言及行为进一步规范，并被包装化 Competitor Analysis  Service language and behavior Haier 海尔 “Five-Point” Pro service 五个一服务 One star-class service card 一张星级服务卡 One pair of shoe covers 一付鞋套 One rag 一块抹布 one mat 一块垫步 One piece of souvenir 纪念品 Rongshida 荣事达 Three disciplines and eight attentions 三大纪律八项注意 Apology letter 歉意信 Home slippers 进门鞋 Red carpet 红地毯 等

95. Question and Opportunity  Questions  Haier ASS system is relatively more sound. It enjoys good WOM.  Brands like Elecx, Xinfei, Rongshida, Little Duck provide distinguishing ASS to win consumer‘s trust.  Siemens doesn‘t have a powerful ASS subject, as a basis for trust building and WOM accumulating.  Opportunities  Consumers need not only after-sale warranty and service promise, but the carefree feeling and respect.  Competitors mostly center on technical service, ASS remain a tool in value, except Haier when it can cause certain psychological value.

96. Competitor 竞争者 International star- class service Super-value service Red carpet service Green channel service Consumer 消费者 Reassurance 放心 Being take care of 被重视 Being respected 被 尊重 Siemens 150-year service experience Established sound ASS network in more than 100 countries. International background of brand. Professional steward Lifelong service 专业管家 终身服务 Core Concept

97. Lifelong steward service 终身管家服务 Brand definition 品牌定义 Existing service system and promise 现有的服务体系及承诺 Cater for consumer’s need of being taken care of and being respected 符合消费者期望为其着想被重视的需求 Face to face communication 面对面沟通策略

98. Core Strategy  Service subject 服务主题： Lifelong steward service 终身管家服务  Service slogan 服务口号： Professional steward Lifelong service 专业管家，终身服务  Service concept 服务概念： Through 24-hour service of home hotline, Siemens professional steward will provide comprehensive lifelong service, setting you free from your worryies about ASS, making you feel being taken care of in all aspects and being highly valued.

99. Core Strategy  Service image 服务形象： He is an expert in household appliance repairing, with rich technology and knowledge background, and understand customer’s living needs at the same time, a rational, steady, authoritative expert, have human touch and wide popularity. He is your sincere and trustworthy friend, sparing no efforts to help you.

100. Core Strategy  Service Importance 服务意义： Use home-of-service system,Shorten communication distance from consumers with distinguishing steward image, liven the entire service, change passive back-end ASS into active front-end customer service. Once spread out, the service idea will obtain psychological value instead of pure tool value, and finally achieve life value in consumer’s mind.

101. Role of Lifelong Steward in Service System Consumers After sales Maint- enance staff Sales girl Pre-sales 24 hours Home of Service Consumer archive 消费者档案 Responsibility 24 hours home delivery Free installation and testing Lifelong to-the-home maintenance Added value TEL back in one week Souvenir Product information Product demonstration Purchasing consultation irregular information communication

102. Home of service Sales girl On-the-spot etiquette standard Language standard Demonstration behavior standard Lifelong steward Promise contract Sales girl name card Hotline girl Telephone answer basic standard Inquire archive record Back-call Irregular information communication Maintenance staff Home visit In uniform standard Operating behavior standard communication Service System Standard

103. Key Links of Execution  Unified standard  Formulate and keep perfecting all kinds of standard  Renew some standard promptly(e.g.POP put up standard)  Front-line staff adhere to standard strictly 。  Staff training  Regular mass training. Sales girl, hotline girl and ASS maintenance staff be trained regularly. Sales girl to be trained twice a month.  Service awareness. Improve service awareness of front-line staff.One customer can bring 250 consumers.

104. Key Links of Execution  Provide added value service  Back call  Never wait to give information  Change passive service into active service,build two-way communication system, make service active, keep in touch.  Build and administrate consumer archive  Consumer archive must include relatively complete information of consumers’ as primary information,base for TEL and mail address.  Consumer archive should be administered through computers.  Service promotion Enlarge and spread lifelong steward service promise with proper style,to build WOM, and be a powerful tool to assist sales promotion.

105. The Long-term Plan in Service  Establish sound operating standard in service.  Name ； subject ； slogan ； all kinds of standard.  Establish sound service execution system.  Home-of service hotline; customer archive; tracking and monitoring system.  Promotion of service,establish favorable WOM.  News report;Leaf let ； service card; PR.

106. In order to liven steward image. The Long-term Plan in Service Any problem? Go ask the steward

107. Summary  Weak points of our competitors  Cut into Haier’s high-priced market with our high-quality products.  The product concept & the brand definition  The intelligent refrigerator delicately designed in every aspect.  The brand, with more affinity than ever, is closer to consumers.  Communication strategy  Face to face communication

108. Summary  Promotion plan  Product presentation, Supermarket activities.  Choose the life of Siemens  Share the life of Siemens  Advice system: The Home of Service System  After-sales-service: The life-long steward service.

109. WIN 1999 OVER