推广方案.ppt

Communication Communication Strategy Strategy for for China LaunchChina Launch Prepared for:Prepared by:HuiCong International AdvertisingMarket SituationMarket SituationInternet market has developed tremendously,and Internet users in China will double Online stores,as a worldwide business,have a very bright future 8848 has gained some awareness among Internet users,most of whom have already been the pioneer online consumers Strategy Development ProcessWhere are we?Where we want to be?How can we get there?Market SituationMarket SituationInternet users are somewhat restrained by offline shopping in terms of way and conceptInternet users dont trust online shopping for the immature consumption environmentonline payment systemoffline delivery system Actual difficulties for on-line salesTarget.Target.Primary:NetizensSecondary:the potential NetizensDemographics:MalesAged from 16 to 35 who are mainly:StudentsStudentsWhite-collarsWhite-collarsPersons concerned with Computer technologyPersons concerned with Computer technologyTelecommunication persons Telecommunication persons Target.Target.PsychographicsPsychographicsAffluent&Mobile life styleWorking or living in internet environmentEasy to adapt the up-to-date international tendencySome are westernized,seeking for quality life Consumer U&A Towards e-Consumer U&A Towards e-Shopping.Shopping.Most of them have heard the e-shopping Most of them have heard the e-shopping concept whereas very few ever tried.concept whereas very few ever tried.Some have already known the e-shopping Some have already known the e-shopping sites,such as ,Sohu&Neteasesites,such as ,Sohu&NeteaseAll of them believe the generic All of them believe the generic benefits of online shopping:benefits of online shopping:-Convenience/Fashion/Fun-Convenience/Fashion/Fun/Value-for-/Value-for-money money-Key barriers:-Key barriers:Product AttributesProduct Attributes Ample products choices9 varieties Over 100 thousands of books,20 thousands of softwareFlexible and safe online payment 17 payment choicesProduct AttributesProduct AttributesNationwide delivery system441cities across ChinaPrices discountFor 95%of the products50%discount at most,and 10%at leastGood after-sales serviceDouble guarantee from both the manufacturer and the online storeBenefitsBenefitsTo feel a contemporary online purchase way in internet environmentTo enjoy an easy shopping for time-saving and adaptation of busy life PersonalityPersonalityProfessional8848 is a professional online store which can provide overall online shopping services Fashionable8848 is a fashionable online store which deliver a modern life way LifelizationWhere are we now?Where are we now?Have captured the online business opportunity early this year.Have gained a relatively better awareness and recognition among Internet usersHave a comparatively better online-sales condition Where are we going?Where are we going?To capture the future market to the most extent.To motivate more Netizens to shop onlineTo further improve the brands awareness and preference Marketing ObjectivesMarketing ObjectivesTo build a No.1 online shopping To build a No.1 online shopping brandbrandTo capture the potential B-to-C To capture the potential B-to-C market as most as possiblemarket as most as possibleTo drive the present Netizens to To drive the present Netizens to shop online shop online Communication ObjectivesCommunication ObjectivesTo improve brand awareness and To improve brand awareness and recognitionrecognitionTo motivate the Netizens to shop To motivate the Netizens to shop onlineonlineBrand StrategyBrand StrategyFirst Step:First Step:To establish strong competitive To establish strong competitive edgeedgeTo position clearly and strengthen To position clearly and strengthen the brandthe brands recognitions recognition Monopolize the concept of 8848-e-Monopolize the concept of 8848-e-shoppingshoppingTHANK YOUSUCCESS2024/5/7 周二18可编辑Brand StrategyBrand StrategySecond Step:Second Step:To motivate Internet users to To motivate Internet users to shop onlineshop onlineTo overcome NetizensTo overcome Netizens psychological barriers over psychological barriers over online shoppingonline shoppingBrand StrategyBrand StrategyTo reinforce the advantages of To reinforce the advantages of in: in:Ample productsAmple products choices choices9 sorts9 sortsOver 100 thousands of books,20 thousands Over 100 thousands of books,20 thousands of softwareof softwareFlexible and safe online payment Flexible and safe online payment 17 payment choices17 payment choicesBrand StrategyBrand StrategyTo reinforce the advantages of To reinforce the advantages of in: in:Nationwide delivery systemNationwide delivery system441cities across China441cities across ChinaPricePrices discounts discountFor 95%of the productsFor 95%of the products50%discount at most,and 10%at least50%discount at most,and 10%at leastGood after-sales serviceGood after-sales serviceDouble guarantee from both the manufacturer Double guarantee from both the manufacturer and the online storeand the online storeBrand StrategyBrand StrategyTo motivate Netizens to shop To motivate Netizens to shop onlineonlineOnline promotion activitiesOnline promotion activities ProductProductPrice.Price.The most important factor to The most important factor to motivate the Netizens to shop motivate the Netizens to shop onlineonlineThe more discount,the more The more discount,the more shoppersshoppers ProductProductdelivery.delivery.Really prompt and safe offline Really prompt and safe offline delivery is the competitive delivery is the competitive factor to make the shoppers factor to make the shoppers satisfactorysatisfactoryFree delivery is also very Free delivery is also very important important ProductProductOnline Payment.Online Payment.The safety to pay online is the The safety to pay online is the main concern for Internet users main concern for Internet users here in Chinahere in ChinaThe flexible availability to pay The flexible availability to pay online shoppingonline shopping ProductProductAfter-sales After-sales GuaranteeGuaranteeManufacturersManufacturers guarantee guarantee Online storeOnline stores responsibility for s responsibility for the shoppersthe shoppers Double guaranteeDouble guaranteeCommunicationCommunicationStrategy.Strategy.The key objective in advertising is The key objective in advertising is to communicate that is a to communicate that is a professional online store which can professional online store which can provide excellent online shopping provide excellent online shopping services and it is a new life style services and it is a new life style for the online shoppersfor the online shoppersCommunicationCommunicationStrategy.Strategy.While there are brand attributesWhile there are brand attributesonline paymentonline paymentoffline deliveryoffline delivery double guarantees double guarantees ample products ample products attractive price attractive price.CommunicationCommunicationExecution.Execution.To communicate the clear positioning of online store for To strengthen the dominant position in online sale field for To communicate the advantages in products,price,delivery,paymentTo announce the promotion activities To announce the names of exclusively promoted products CommunicationCommunicationExecution.Execution.Take advice on the brand style:Not IT style,more consumer product style.Use the specific brand colors:this provides for a consistent and more powerful brand identity across all materials the consumer sees.Use the brand logo/mask:This is part of brand and should be visible at the end of the commercial and appear within the overall communication.CommunicationCommunicationMedia.Media.Competitive media weight in the launch phase during the period from December,1999 to March 2000 is vital for the brand to capture the leadership positionSince the WTO entry,it is a pivotal period to capture the online sales market,the share of voice is a key factor to attract the attention of the audience CommunicationCommunicationMedia.Media.Magazines and newspapers is the prime medium for the brand overall communication from proposition to the rational attributes and promotion.TV and radio are both excellent support to cover the target as most as possible Outdoor media such as subway,bus shelter,bus.are very helpful for the brands professional umbrella image with a consistent support CommunicationCommunicationMedia.Media.Focus more on the cities such as Beijing andShanghai where Internet market is relatively morematurePlan at least launch burst and sustaining burst.Aim firstly at the present Netizens and secondly atthe potentials.Online PromotionsOnline PromotionsPromotion is a good way of attracting more people to participate in the online shopping activities and also a good way to drive increased sales and/or loyaltyThe promotion must fist the objectives:More people click More Netizens to try online shoppingTHANK YOUSUCCESS2024/5/7 周二35可编辑