推广方案 (2).ppt

CommunicationStrategyChinaLaunch Preparedfor Preparedby HuiCongInternationalAdvertising MarketSituation Internetmarkethasdevelopedtremendously andInternetusersinChinawilldoubleOnlinestores asaworldwidebusiness haveaverybrightfuture8848hasgainedsomeawarenessamongInternetusers mostofwhomhavealreadybeenthepioneeronlineconsumers StrategyDevelopmentProcess Wherearewe Wherewewanttobe Howcanwegetthere MarketSituation InternetusersaresomewhatrestrainedbyofflineshoppingintermsofwayandconceptInternetusersdon ttrustonlineshoppingfortheimmatureconsumptionenvironmentonlinepaymentsystemofflinedeliverysystemActualdifficultiesforon linesales Target Primary NetizensSecondary thepotentialNetizensDemographics MalesAgedfrom16to35whoaremainly StudentsWhite collarsPersonsconcernedwithComputertechnologyTelecommunicationpersons Target PsychographicsAffluent MobilelifestyleWorkingorlivingininternetenvironmentEasytoadapttheup to dateinternationaltendencySomearewesternized seekingforqualitylife ConsumerU ATowardse Shopping Mostofthemhaveheardthee shoppingconceptwhereasveryfewevertried Somehavealreadyknownthee shoppingsites Sohu NeteaseAllofthembelievethegenericbenefitsofonlineshopping Convenience Fashion Fun Value for money Keybarriers ProductAttributes Ampleproducts choices9varietiesOver100thousandsofbooks 20thousandsofsoftwareFlexibleandsafeonlinepayment17paymentchoices ProductAttributes Nationwidedeliverysystem441citiesacrossChinaPrice sdiscountFor95 oftheproducts50 discountatmost and10 atleastGoodafter salesserviceDoubleguaranteefromboththemanufacturerandtheonlinestore Benefits TofeelacontemporaryonlinepurchasewayininternetenvironmentToenjoyaneasyshoppingfortime savingandadaptationofbusylife Personality Professional8848isaprofessionalonlinestorewhichcanprovideoverallonlineshoppingservicesFashionable8848isafashionableonlinestorewhichdeliveramodernlifewayLifelization Wherearewenow Havecapturedtheonlinebusinessopportunityearlythisyear HavegainedarelativelybetterawarenessandrecognitionamongInternetusersHaveacomparativelybetteronline sales condition Wherearewegoing Tocapturethefuturemarkettothemostextent TomotivatemoreNetizenstoshoponlineTofurtherimprovethebrand sawarenessandpreference MarketingObjectives TobuildaNo 1onlineshoppingbrandTocapturethepotentialB to CmarketasmostaspossibleTodrivethepresentNetizenstoshoponline CommunicationObjectives ToimprovebrandawarenessandrecognitionTomotivatetheNetizenstoshoponline BrandStrategy FirstStep ToestablishstrongcompetitiveedgeTopositionclearlyandstrengthenthebrand srecognitionMonopolizetheconceptof8848 e shopping BrandStrategy SecondStep TomotivateInternetuserstoshoponlineToovercomeNetizens psychologicalbarriersoveronlineshopping BrandStrategy Tin Ampleproducts choices9sortsOver100thousandsofbooks 20thousandsofsoftwareFlexibleandsafeonlinepayment17paymentchoices BrandStrategy Tin Nationwidedeliverysystem441citiesacrossChinaPrice sdiscountFor95 oftheproducts50 discountatmost and10 atleastGoodafter salesserviceDoubleguaranteefromboththemanufacturerandtheonlinestore BrandStrategy TomotivateNetizenstoshoponlineOnlinepromotionactivities Product Price ThemostimportantfactortomotivatetheNetizenstoshoponlineThemorediscount themoreshoppers Product delivery ReallypromptandsafeofflinedeliveryisthecompetitivefactortomaketheshopperssatisfactoryFreedeliveryisalsoveryimportant Product OnlinePayment ThesafetytopayonlineisthemainconcernforInternetusershereinChinaTheflexibleavailabilitytopayonlineshopping Product After salesGuarantee Manufacturers guaranteeOnlinestore sresponsibilityfortheshoppersDoubleguarantee Communication Strategy Tisaprofessionalonlinestorewhichcanprovideexcellentonlineshoppingservicesanditisanewlifestylefortheonlineshoppers Communication Strategy Whiletherearebrandattributesonlinepaymentofflinedeliverydoubleguaranteesampleproductsattractiveprice Communication Execution TTTocommunicatetheadvantagesinproducts price delivery payment ToannouncethepromotionactivitiesToannouncethenamesofexclusivelypromotedproducts Communication Execution Takeadviceonthebrandstyle NotITstyle moreconsumerproductstyle Usethespecificbrandcolors thisprovidesforaconsistentandmorepowerfulbrandidentityacrossallmaterialstheconsumersees Usethebrandlogo mask Thisispartofbrandandshouldbevisibleattheendofthecommercialandappearwithintheoverallcommunication Communication Media CompetitivemediaweightinthelaunchphaseduringtheperiodfromDecember 1999toMarch2000isvitalforthebrandtocapturetheleadershippositionSincetheWTOentry itisapivotalperiodtocapturetheonlinesalesmarket theshareofvoiceisakeyfactortoattracttheattentionoftheaudience Communication Media Magazinesandnewspapersistheprimemediumforthebrandoverallcommunicationfrompropositiontotherationalattributesandpromotion TVandradioarebothexcellentsupporttocoverthetargetasmostaspossibleOutdoormediasuchassubway busshelter bus areveryhelpfulforthebrand sprofessionalumbrellaimagewithaconsistentsupport Communication Media FocusmoreonthecitiessuchasBeijingandShanghaiwhereInternetmarketisrelativelymorematurePlanatleastlaunchburstandsustainingburst Aimfir