MarketingPlan市场营销论文

1、Marketing Plan Abstract: Change is a familiar concept in the mobile-phone industry, and the competition is also fierce .Recently, research in Motion , maker of the Blackberry , buy a new product ,the Blackberry Bold , it will be competing with Apples iphone and Googles G1,and other well-known brand

2、of smart phone in an increasingly crowded marketplace. In order to make Blackberry Bold achieve as much occupation rate of the marketing as possible ,we must design a good marketing plan.Key words: market smart phone sales promotionMarketing Environment Analysis In the Chinas market, there are many

3、smart phones brands and they will face fierce competition as well. According to research firm Gartners data, Apple phone has the third market share with about 5.3% in the world's smart phone market, but blackberry phone has the second market share with about 13.4% in the words smart phone market

4、. This shows that the Blackberry shared in the global smart phones market is higher than the Apple iphone and Google. Nowadays Blackberrys has more than 16,000,000 users in the world, but has been unable to form an upsurge in China. But with the development of China's economy, Blackberry will sa

5、le good in China, and “blackberry service” in China developing step by step, Blackberry, this smart phone brand which is a very well-known brand in the world will has a more broad market. Blackberry blod will be a good opportunity as a pioneer product enters the Chinese market. Although there are tw

6、o competitors who are Apples iphone and Googles G1 in the same time, the uniqueness of blod will win better market share than its competitors.Market SegmentationIn general, as far as chinas smart phones users, always at the age between 20-40,and they may young or middle-aged people who have strong a

7、bility to accept new things. So they are the biggest consumer groups for the smart phones. Most of them have over ￥4000 income, but customs who have the income between ￥4000 and ￥6000 are the really biggest buyers of smart phones.Better Ability to PayBlackberry Bold amid at these people who has the

8、better ability to pay for their demand in the smart phones customers. Approve the function of smart phones strongly, have the high ability to pay,pay more attention to the bester, and plentiful of smart phones function, are the common of the smart phones customs. They are not too sensitive to the pr

9、ice. With an avant-garde smart phone, not only satisfy them with their demand of function, but also meet them enjoy luxury, reveal personality and identity of desire.Sales for individual users and amid at entertainment and fashion is the apples iphone and googles G1s main work.Bold will very differe

10、nt from them. As a high-end business intelligence cell phone,it has always been aimed at enterprise and business. Bold will give them a more perfect masterpiece than before with it enter the market. Blackberry Bold is amid at the customers who are most - 30-40 years old among business people and hav

11、e the strong purchasing power. Especially professional business users and high-end business users, focus on enterprise customers. They have higher economic power than the young people who are 20-30year old, have more capital to achieve a strong demand for the smart phone,business value of bold will

12、be recognized by them. They will have a lot of possibilities to buy now,as long as bolds marketing has a good reason to convince them. And this for bold is just a piece of cake.Will be in DemandBolds target groups will be aware of their demand by bolds marketing easier. This is very different from t

13、he target groups of Apples iphone and Googles G1, which are just a luxury demand that cant be stimulated unless they are bound to buy when they very high on that. the business functions of bold will be recognized by them, and they have a strong sense of time, a larger amount of information, and more

14、 extensive communication, and so on.In a word,their practical needs may leads them into demand.Just for this case, bolds marketing can help them find their demand more easy and simpler than those what amid at entertainment which means it will be bought just need or want not really demand, such as Ap

15、ples iphone and Googles G1. Using bold can meet them the demand of the information,calls,schedule,and the management of them. In particular, sending and accepting personal or business email in the time, or if needs but no matter when and where during the business or on the way are their really needs

16、. This kind of consumers among the science and technology which as the dominant industry or field in generally, their work settle on their demand, so that, bold will be a better choice for their demand. For example, they need a lot of information or email in the first time from department of corpora

17、tion every day, even though they on the go or cant find computer to surf the net .They needs upload and download the files form the corporation.In addition to these, bold still can meet those business people very well who travel frequently. They have higher rates of travel on business trip , and nee

18、d to conveniently store,communication,and exchange information, sending and accepting email on the go. They may not be necessary to bring notebook computer when they go anywhere, even brought, some spare time cannot guarantee be squeezed, such as waiting the car or bus, sitting in the bus or car whe

19、n on business trip, and before begin dinner etc.And also cannot guarantee can read the very important news or information which related material timely before a very important meet or negotiations. These are very different form Apples iphone or Googles G1 which amid at entertainment, and their custo

20、mers more pursuit vogue and entertainment, they really need is a kind of “enjoys costly experience and Personality shows by smart phone.”Not Just for Business.Apart from above that the most important business functions, there are more entertainment function than before that business cell phones have

21、 less. such as high-definition of mobile video, users can watch a wealth of mobile TV channels; and bold to be a huge asset for on-the-go productivity because while driving, AT&T Navigator, by TeleNav,makes use of the bolds big,bright screen by flashing clear turn-by-turn on the device as no the

22、 way. Bold use the new design, the Blackberry has changed in the past monotonous and tough shape, the use of arc-shaped silver metal frame for the appearance of mobile phone modified, and new UI interface is able to bring new users Experience. Accurate and efficient driving Navigation functions is i

23、ts another selling. Bold has a big screen and keyboard that pretty wide and comfortable, a variety of colors for the cortex back can be selection by ones enjoyment. These colorful designs breakthrough the appearance of the black mainstream tradition for business of the Blackberry in the past. These

24、excellent design and hardware cant be beaten by Apples iphone and Googles G1. From these terms, bold not only has more attractive to corporate and business users but has more attractive to those very high-end consumers who led the pursuit of advanced fashion, and always use the Internet and accept t

25、he more extended function of smart phone.Foreigner Will be Considered.The target group of blod will be foreigners who in chain and they are used to using blackberry. Well-known thought the word is blackberrys brand advantage,so it not only attracted local Chinese Enterprise and business users, but a

26、lso can still trapping multinational companies and domestic joint venture. These companies have a lot of foreigners, blackberry for them more familiar and easier to be accepted. In addition, many among them have been in using, bold to them, is a satisfactory substitute or update products.Also Apples

27、 iphone and Googles G1 are famous in the word, but for the foreigners that in china ,most of them are 30-40 years old, sending or receiving email for work or to communicate with their family is their really demand. Not just for entertainment. So, bold will the best chosen between these there.Bolds O

28、utstanding in TotalAs a business machine in the classic, bold has very good business functions, it has sufficient strength to meet his target group. In addition to the basic telephone, SMS, e-mail and browser, it has 624mhz Intel xscale pxa270 processor and a good documents to go software suite tech

29、nology, users can feel more comfortable than Apples iphone which has the 624mhz arm 1173.And user even can send and receive email or collect the information by phone calls while they are calling, download Word, Excel or PowerPoint and editing the document also can be did when calling. Users have the

30、 pleasure race against time thought these. It has strong message function of sending or receiving Email and high-resolution (highlight environment is still clearly visible display), spacious and comfortable keyboard, the many and varied colors to be selected of the cortex back, these cant be bear co

31、mparison with Googles G1 which is the touch screen and Apples iphone which is a entertainment-oriented smart phone. Use the Blackberry Enterprise Server option to associate your smart phone with a Microsoft Outlook, IBM Lotus Notes or Novell GroupWise work email account and to take advantage of adva

32、nced wireless data synchronization capabilities. And with china mobiles” blackberry service” will make bolds function and value more actuality. It will be very good to bolds marketing and selling in China.Pay for Now is The FactsFrom above describe bolds marketing strategy is based on a positioning

33、of product differentiation. It primary consumer target is upper-income professional who need one portable device to coordinate their busy schedules and communicate with family and colleagues.Bolds primary business target is mid-to large-sized corporations that want to help their managers and employe

34、es stay in touch and input or access critical data on the go.It may be a high-end income business men.“Noble fashion high-performance and all-around business mobile phone.” is blackberry blods market segmentation. It has the best function of receiving and sending email, noble fashion, show the highl

35、ight identity, and style design by personally. Power the passions you pursue with a smart phone that expresses your style and simplifies your life.The Blackberry Bold smart phone embodies elegant design without sacrificing the features or functionality you expect from a premium smart phone. These al

36、l enough to satisfactory his target groups to pay for their chosenbold.Short of BoldThe first, its bulky size and heavy weight. These will make users more embarrassed, but its excellent functional and fashionable design will allow these short. On the other hand, these short are just a unyielding sym

37、bol for the men. Compare with apples iphone and Googles G1,bolds price is a little high. But 4000 Yuan to 6000 Yuans value pricing is the embodiment of bold. Its target groups have high purchasing power for their decision, they are not sensitive to price, as long as bold enough outstanding. Marketin

38、g Bolds marketing will be rely on its target market and its outstanding. Here is bolds advertising,sales,and promotion for its target market.Marketed it to Businessman High-end enterprise users and professional business users are the Blackberry Bolds market positioning. The source of information to

39、these people are networks and e-mail.So, blogs propaganda should begin with web sites and e-mail. Use the advantages of e-commerce. In particular the sale of mobile phones available on the website to publish bolds ad. Such as ,and so on. They are more authoritative for selling electronics products o

40、n the website. Selling on these websites, bold will compete with its competitors in the same place and in the same time. In this way, together with their can show bolds own highlight and strong advantages, it can be “Dances with Wolves”, in order to seek common or long development. Sales to business

41、man，blackberry bold can co-operation with Website which provide a lot of web email address to advertise bold. Such as , , , and so on. Advertising in these email addresses, it will be let the businessman who always busy but can use email know bold more directly.Through sponsorship of program focused

42、 on large-scale publicity and promotion,such as CCTVs “Win in China” and the shanghai satellite TV, “Brain Storm” or “Boss town” . There are many well-known entrepreneur and CEO,and these program are paid close attention by business men or corporation.Select a number of high quality magazines, such

43、as some of the electronics, technology, and business magazine publicity. Not only can enhance the taste of products, but also be able to rise to the attention of the target population.Advertising on the streets. Advertising on the High-grade office building, which makes a number of busy businesses w

44、ho inadvertently touch bold.Marketed it to foreign-funded enterprises and local enterpriseSales to foreign-funded enterprises and local enterprise，bolds advertising will notice the promote publicity and marketing. New Product promotion meeting in Beijing, Shanghai, Guangzhou, Shenzhen, and other eco

45、nomically developed city which in large and has large and medium-sized enterprises. This new product promotion meeting will be attention to enterprises and bolds the role that cannot be replaced。Advertising by the party and communicate meeting that built by many enterprises，such as the area of IT, f

46、inancial ,and bond. Selling in batch way to them with the lower price than the retail price before bold will sales on normal ways.This way can find potential target groups who will buy bold through public praise.A second report will be used for advertising. Held a grand new Conference, making a stro

47、ng slogan adopted by the conference, as well as the media will to promote a winder range of Bold.Marketed it to The High-level Consumers The hight-level consumers for blod are these people who always led the fashion. Advertising for them will attention to bolds excellent design and entertainment fun

48、ction 。they are like to getting information and news by websites。They like watch video on the video websites like 。So，bolds ad can appear in these video websites ,to tell these target groups that bold not only a smart phone but also a mobile video player when you are on the go you will go on watch y

49、our loved video online。Bold ads can also appear in such a timely chat tools Pop-up windows for advertise such as MSN or QQ, this will attract the people who are fond of communication online that they will be interest in smart phones functional for web.Marketed it to the old ConsumersThe old customer

50、s means who used or using blackberry and “blackberry service”。For these customers bold will send SMS to their phone through the China mobile so that they can know bold in the first time。If they are thinking of upgrading your blackberry to get a faster experience，and dont want to wait to try the blac

51、kberry storms touch screen later this month，the bold is definitely worth a look。Selling direct is a better way to promotion with them。Advertising will with the phone number which can sell bold to them or website address for sales，because they are more familiar with blackberry and more satisfactory w

52、ith blackberry. The convenience for buy products which delivered to them is the timeliness of sales. Spokesman Bold spokesman for the specific image can be compared to chinas well-know, at the age of 35-year-old CEO. He often need to go out and noble sense of particular time. Bold can help them to l

53、iving and working in an orderly way. In addition, bold can also make their life more rich and colorful, because bolds entertainment. So, bold is his best coworker no matter in work time or in spare time.Place For MarketingBold will be distributed thought a network of select store and no store retail

54、ers. Internet sales, shop sales, and customized sales by china mobile. Buying in group or in personal are the basic channels for sale. The shop will be office supply superstores, computer stores, electronic specialty stores, and online retailers. Selling in the same place can increase the chance of

55、buying now. The city we chosen will be Beijing ,Shanghai,Guangzhong,Shengzhen,and which is more rich than other city. Salad in shop that we can build relationship with them and ask them to be our distribution. We can set up special area for Blackberry Bolds promotion and selling in one or two famous department store. We use skillful salesmen to introduce the new device, explain some questions. And our salesmen should be t