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Run Business
Management

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Business Management
3
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ContextDimension

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Why

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Case Study

Case Study

1-2

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Case Study

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PPT

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powerpoint

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Case Study

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thinking

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judgement
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PPT

Case Study

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011

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001

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109

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113

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27

121

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Sony Ericsson 3 125

29

129

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133

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137

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2 141

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Nokia 145

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2 149

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HP 153

36

157

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161

165

167

171

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179

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187

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24 199

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209

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213

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215

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217

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2 5 36
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223

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227

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233

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239

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245

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GE 249

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1 255

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259

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IRM 265

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P&G
269

27

7-ELEVEN 3 273

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283

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291
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295

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299

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327

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Mister Donut 337

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339

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003

case study

500

SK-II

SWOT
2001
SWOT

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Know-How

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2001

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Frequency

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2001

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SWOT
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5 7

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009

case study

25%

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100

70

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10

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5
P & G

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360 12

Outdoor

SP

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360 degree

of communication

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4
Step 1
Product Conept Generate
Focus Group Disscusion & Screening
Select Winning Concept

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Step 2
Sample Useage Test

Assure Winning Product

Step 3
Advertising Test
FGD Modify
TVC

Step 4
Package Test
Winning Package

Idea 10

Continue Innovation

2004

Slogan

2005

2005

2006

PH5.5

R & D

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013

Trade-Marketing

Drug Store

Price
Margin

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U&A

Shopper-Purchase Behavior

Usage & Attitude

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Marketing Team

Sales Team

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Communication Mix

Consumer Insight

Desing Action

Marketing
Winning

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360 12
360

Why?
Why?

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017

case study

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Q-A-R
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Brand
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020

Product
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recall
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Result 6

TVC

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021

80%

Slogan
6

Q-A-R Q-A-R

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10 20

023

case study

10 20

1996 10
Loreal

15 2000 100
2006
2000
20002004
2004

2005 3 40%

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