Sales Promotion strategy for Malata Song King DVD Player.docx

sales promotion strategy for malata song king dvd playersubmitted by zhaoyinpingstudent id number w2006a1001b0065supervised by wanghuana thesis submitted in partial fulfillment of the requirements of the degree of bachelor of artsthe institute of online educationbeijing foreign studies university2010.06.28 论 文 摘 要万利达歌王dvd是一款新上市的具有超强卡拉ok功能的dvd播放器，其强大而新颖的卡拉ok娱乐功能将满足大部分人在家娱乐的需求。但是,因为是新产品刚上市，知道的消费者非常少，销量很小。为了推动产品的销售，万利达销售部门策划了在北京市中高档小区内开展卡拉ok比赛，打响产品知名度，促进产品的销量的推广方案。本论文前期通过对消费者的问卷调查、swot分析法等研究方法确定此产品推广方案的可行性。中期在方案实施的筹备和实施阶段，通过项目负责人工作日志、工作人员表现评价表等形式来检查和保证方案得到顺利实施。后期通过对方案实施区域电器卖场内本产品的销量的变化来对方案实施的效果进行评价。经过前期调查问卷确定客户对此款新产品的需求，中期的认真筹备和监督实施，这次万利达歌王dvd的推广活动顺利开展并取得了让人满意的效果。歌王dvd的销量有了显著的上升，并且万利达的品牌知名度也有了一个提升。尽管没有走媒体广告铺天盖地宣传的传统路线，花费也很少，但取得的效果甚至更佳。关键词：万利达歌王dvd 卡拉ok歌唱比赛 中高档居民小区 销售量提升abstractthis dissertation elaborates a detailed report of a product promotion project. the malata song king dvd player is a newly launched product with extraordinary karaoke function, which nearly meets all entertainment needs of customers. however, as it has just been launched into the market, few purchasers know about this dvd player. accordingly the sales volume is disappointing. it is hypothesized that a karaoke singing competition held in a range of middle and high- class residents communities could make more people know this new product, then stimulate its sales. a highly structured project was launched to implement this plan. scientific research methods of customer survey, such as focus group, questionnaire survey, and swot analysis were adopted in the identification and analysis of the problems. timetable, evaluation forms are the main methods of the project implementation and evaluation. thanks to the elaborate planning, smooth implementation and strict evaluation, the project has been achieved successfully. the sales quantities were significantly increased. the result of the project illustrates that the karaoke singing competition is a useful means to promote song king dvd player sales. key words：malata song king dvd player, karaoke singing competition, middle and high-class residents community, sales volume increasetable of contentspagesintroduction.1 summary of the preliminary research.2 problem.2 problem analysis.31.3 swot analysis.4 project objective and hypothesis.8 project objective.8 project hypothesis.8 project rationale.9 project design.10 project activities.10 monitoring12 costing.13 risks analysis.13 management and control.14 project implementation.15 general introduction of time, places of project implementation.15 the schedule of implementation.15 monitoring.16 conclusion17 results.17 discussion.17 conclusion17bibliography.18appendix: questionnaire.20sales promotion strategy for malata song king dvd player introductioni was once employed as a part-time promoter of malata dvd player two years ago. at that time, a new product, malata song king dvd player has just hit the market. it is a dvd player with excellent karaoke function. it contains nearly tens of thousands of classical and popular songs in the latest thirty years. consumers can even make their own mtv to replace the original ones when they sing karaoke. however, this product, although the function is so extraordinary, is so strange to customers that few of them will buy them. in the first month of its launch into the market, the sales volume in electric appliance markets are disappointing. advertisements on media such as tv will get customers to know this product and they may be lured to make purchase, but advertisements are to face the masses of people. moreover, since they will last a long period to make customers be familiar to this product, the expense on it will be extremely high.therefore, a promotion plan facing exactly the potential customers has been launched by sales department of malata corporation. our department narrowed the scope into residents in medium to high class of residents communities where dwellers are more likely to buy this new product. we are going to hold a karaoke singing competition in some of these residents communities to advocate the song king dvd player and promote its sale.based on the hypothesis that the karaoke singing competition in medium and high class residents communities will let the most possible purchasers know our new product and this competition will attract them to buy it, a project was launched to implement this plan. firstly, conduct a questionnaire survey near supermarkets and shopping centers to certify the popularity of this product and the possibility of success of holding a karaoke contest in residents community; secondly, implement the karaoke competition in chosen communities; thirdly, evaluate the effect of this activity through comparison of sales quantities before and after the implementation of the project.undoubtedly some measures have to be taken to ensure the smooth implementation of the plan.the result of the project was satisfactory as the sales of the promoted product have significantly increased after the completion of the project. the total cost of this project was ￥4,850. it contained materials cost, personnel salary and prizes cost. some useful techniques and methods were used in the process of the implementation. as introduced in practical business project and proposal，appropriate research methods of customer survey, such as focus group, questionnaire survey, and swot analysis are used in the design of the project. flowchart, project framework and several other methods were also used in the implementation and evaluation of the project. the project provided a stimulus to the sales increase. the sales volume in electronic appliance markets in the neighborhood of the chosen residents communities gained an apparent rise 5 to 83. at the same time the malata brand fame was improved as well. summary of the preliminary research problemmalata, a famous brand among dvd players, has recently introduced a new product, song king dvd player into market. although it is a new high-technology product with auspicious karaoke functions and qualities, it is now unknown to most customers. accordingly, the sales volume is much low and the market share is small.1.2 problem analysisproducts current situation brand: malata is one of the chinese famous trademarks. it accounts for 13.1% market share of high-class dvd products. therefore, the products under this brand are relatively popular compared with other ones. it is a favorable factor to launch the promotion of this newly introduced product. however, at the same time, it is undeniable that there are some other famous brands in the same market. it is not easy to increase malatas market share. product characteristic: the main characteristic of the malata song king dvd player is its strong karaoke function. -it has tens of thousands of huge capacity of songs storage.-it contains nearly all famous singers songs;-it has special digital recording function;-it owns high definition multimedia interface; -its high definition is on top level;-it has the function of making mtv by yourself. market competition:besides malata, there are some other brands that are also famous for its high quality and advanced technology. it is possible that these strong brands have the ability to research and develop similar products. they are likely to launch these products into market in short time. if we cant grab more market share within this precious limited time, it will become much more difficult when other similar products emerge in market. potential customers analysisthe target consumers of this product can be divided into individual consumers and group consumers. individual consumers may corporate those who have lots of friends and love singing karaoke. they are city dwellers with relatively high income; group consumers may be recreation places such as karaoke houses, hotels, restaurants and culture activities places in schools, institutions and corporations. needs and wants analysiswe conduct a questionnaire survey in supermarkets and department store in business district.the result of the survey shows: the majority of the respondents like singing karaoke; nearly half of them often invite their friends to their house to have a party; singing karaoke is a main form of entertainments for nearly 65% of respondents; most of them have never heard of dvd players with karaoke function. 4. nearly 80% of respondents show their interests in dvd players with karaoke function. 60% of respondents would accept such products pricing among 1500 to 2500. our pricing is luckily in this range. 1.3 swot analysisstrengths it has excellent and comprehensive karaoke function: there are more than dozens of thousands of songs with various style provided for the customers to choose; customers can even record their own version of singing with this product. it contains pop and classical songs of hundreds of pop song singers including jay chou, leehom, guangliang, jolene cai, f.i. r, leon lai, etc. it includes most of pop and classical songs of the latest thirty years, which will give you real experience of karaoke. customers can make mtv by themselves in these ways: change background image freelyyou can save your favorite pictures in udisk, then through setting alteration, subsititute the original background images with your favorite ones.digital recordingsong king provides professional singing learning, singing practicing model, which can not only sing for you, accompany you to sing and teach you to sing, but also let your song being heard by others. the digitial recording technology can record your singing on udisk, then by comparison with the original singing, greatly improve your singing level. thus every one may be able to become a song king!upgrade regularly and will never being outmalata will, although has included almost all latest pop and classical songs, upgrade these songs every two year and collaborate the latest and newest songs, which will always enble this product follow the latest fashion trend. tens of thousands of songs compacitysong king collects tens of thousands of songs ranging from classical to modern, from home to abroad, which is equal to volume of thousands of music disks. scoring systemordinary scoring system judges by the volume of the voice, but song king mdvd-6658 originated intelligent scoring system. this system can give a score by the pitch, melody conincide and integrity of the singing, which adds interactivity to singing and helps promote singers singing level as well.1080p full hd adopting full hd technology, the picture is extrodinaryly clear and it will bring you perfect visional enjoymenthdmi 1.2 digital image and voice connectionusing professional hdmi chip, only one wire can transfer original sound and vision signal. it is the best match to hd flat-panel tv. as a popular form of entertainment, there are a huge amount of people who like singing karaoke the price of this multi-function product is acceptable to most purchasers.weaknesses the competition of dvd players is very fierce. besides malata, there are also some other famous brands which also have good fame, high quality and various functions. since no commercials have been broadcasted on media, although song king is a very competitive product, few people know about it.opportunities after the promotional activity, this product will be known to more and more people. accordingly, the market share will greatly increase. the publicity of the brand name will enhance the fame of this brand, which will promote the sales volume of other products under this brand. increased sales volume will make the profit increase; the company has more money to invest the research of new product. the malata can always keep its leading status in the market.threats although song king is now the only dvd player with excellent karaoke function, other brand will possibly have similar products in short time. compared with singing at home, people prefer to go to professional karaoke house, where the sound effect is much better than at home. project objective and hypothesis 2.1 project objectivewith high quality and amazingly new and multiple function, song king surely will be eye-catching and be loved by customers. the objective of this product is to make more people know this product and buy it. 2.2 project hypothesisthe conducted survey has showed that this product has met the needs of most customers, but the problem is that few people know the emergence of this new product. if the publicity activities among potential customers are conducted successfully, it will become very popular and be bought by customers. project rationaletheory on and support the design of this project.this project is adopted according to the product life cycle theory. the theory of a product life cycle was first introduced in the 1950s to explain the expected life cycle of a typical product from design to obsolescence. writing in marketing tools, carole hedden observed that the cycle is represented by a curve that can be divided into four distinct phases: introduction, growth, maturity, and decline. the goal is to maximize the products value and profitability at each stage. it is primarily considered a marketing theory. as products move through the four stages of the product lifecycle, different promotional strategies should be employed at these stages to ensure the healthy success and life of the product. the song king dvd player, as a newly invented product, is at the first stage: introduction stage. in this stage, since the product is new, the companies objective will be to inform the target audience of its entry. television, radio, magazine, coupons etc may be used to push the product through the introduction stage of the lifecycle. introduction is the stage where a product is conceptualized and first brought to market. sales promotion is another important consideration when the product is in the introductory phase. according to kotler and armstrong in principles of marketing, sales promotion consists of short-term incentives to encourage purchase or sales of a product or service. whereas advertising offers reasons to buy a product or service, sales promotion offers reason to buy now. promotions can include free samples, rebates, and coupons. . while promotions come in many different forms, most fall into three categories: push, pull, and combination. the pull theory is about trying to market directly to customers to increase their demand for your product. advertising and tie-ins with other products or services is the key to this strategy. the theory goes that if you increase the demand for your product by consumers, they will in turn demand the product from retailers, retailers will demand more of your product from wholesalers and wholesalers will demand more products from you. this is a ideal way to increase your sales. project design 4.1 project activitiespreparations activity preparation place selection: choose those with more than 2000 residents, well-equipped facilities and spacious area. site selection: it should be spacious and easy to attract people. the area where residents often do exercise is also a good choice. it would be better if it is 20-30 square meters. coordination preparation :contact with residents committee or property management of the chosen residence community by recommendation letter. in order to avoid the too apparent commercial atmosphere, this competition is to be organized by residents committee; malata corporation will appear as a sponsor. supplies preparation: mdvd-6800(2), dav-3600(1), multimedia amplifier(1), stereo(6), tv (1), fixing stand(2), power line, audio and video cable(many), microphones(4), dav-3600 display rack(1), showcase for mdvd-6800(1), product brochure(many), products on promotion(many), table cloth(2), desks and chairs(many), cameras and video cameras(1), background board（1），posters(many), questionnaire sheets(many), balloons(many), red t-shirts(many), working sign，discount cards, banners, application forms, calculator（6），invitation letters(6), pens and paper, recommendation letter, evaluation form. prize preprartionthe first prize (1 person)： mp3 disk player the second prize: malata microphone (1) and disks (2)the third prize: malata disks (2)souvenirs: malata disk (1)question answering gift: malata disk(1)souvenirs for judges: malata microphone (1 for each person)activity implementation preparation disseminate the activity information in advance.firstly, posters are to be pasted at entrance or area where people usually do their exercises in the resident community to inform the activity. for example, supermarket, kindergarten, grocery. after this, set a registration spot to collect the information of people who want to take part in