广告设计提案经验 (6).ppt

1、Communication Strategy for China Launch,Prepared for: Prepared by: HuiCong International Advertising,Market Situation,Internet 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 a

2、mong Internet users, most of whom have already been the pioneer online consumers,是划算 ,Strategy Development Process,Where are we? Where we want to be? How can we get there?,Market Situation,Internet users are somewhat restrained by offline shopping in terms of way and concept Internet users dont trus

3、t online shopping for the immature consumption environment online payment system offline delivery system Actual difficulties for on-line sales,Target.,Primary: Netizens Secondary: the potential Netizens Demographics: Males Aged from 16 to 35 who are mainly: Students White-collars Persons concerned w

4、ith Computer technology Telecommunication persons,Target.,Psychographics Affluent & Mobile life style Working or living in internet environment Easy to adapt the up-to-date international tendency Some are westernized, seeking for quality life,Consumer U&A Towards e-Shopping.,Most of them have heard

5、the e-shopping concept whereas very few ever tried. Some have already known the e-shopping sites, such as , Sohu & Netease All of them believe the generic benefits of online shopping: - Convenience/Fashion/Fun/Value-for-money - Key barriers:,Product Attributes,Ample products choices 9 varieties Over

6、 100 thousands of books, 20 thousands of software Flexible and safe online payment 17 payment choices,Product Attributes,Nationwide delivery system 441cities across China Prices discount For 95% of the products 50% discount at most, and 10% at least Good after-sales service Double guarantee from bot

7、h the manufacturer and the online store,Benefits,To feel a contemporary online purchase way in internet environment To enjoy an easy shopping for time-saving and adaptation of busy life,Personality,Professional 8848 is a professional online store which can provide overall online shopping services Fa

8、shionable 8848 is a fashionable online store which deliver a modern life way Lifelization,Where are we now?,Have captured the online business opportunity early this year. Have gained a relatively better awareness and recognition among Internet users Have a comparatively better online-sales condition

9、,Where are we going?,To capture the future market to the most extent. To motivate more Netizens to shop online To further improve the brands awareness and preference,Marketing Objectives,To build a No.1 online shopping brand To capture the potential B-to-C market as most as possible To drive the pre

10、sent Netizens to shop online,Communication Objectives,To improve brand awareness and recognition To motivate the Netizens to shop online,Brand Strategy,First Step: To establish strong competitive edge To position clearly and strengthen the brands recognition Monopolize the concept of 8848-e-shopping

11、,Brand Strategy,Second Step: To motivate Internet users to shop online To overcome Netizens psychological barriers over online shopping,Brand Strategy,To reinforce the advantages of in : Ample products choices 9 sorts Over 100 thousands of books, 20 thousands of software Flexible and safe online pay

12、ment 17 payment choices,Brand Strategy,To reinforce the advantages of in: Nationwide delivery system 441cities across China Prices discount For 95% of the products 50% discount at most, and 10% at least Good after-sales service Double guarantee from both the manufacturer and the online store,Brand S

13、trategy,To motivate Netizens to shop online Online promotion activities,ProductPrice.,The most important factor to motivate the Netizens to shop online The more discount, the more shoppers,Productdelivery.,Really prompt and safe offline delivery is the competitive factor to make the shoppers satisfa

14、ctory Free delivery is also very important,ProductOnline Payment.,The safety to pay online is the main concern for Internet users here in China The flexible availability to pay online shopping,ProductAfter-sales Guarantee,Manufacturers guarantee Online stores responsibility for the shoppers Double g

15、uarantee,CommunicationStrategy.,The key objective in advertising is to communicate that is a professional online store which can provide excellent online shopping services and it is a new life style for the online shoppers,CommunicationStrategy.,While there are brand attributes online payment offlin

16、e delivery double guarantees ample products attractive price.,CommunicationExecution.,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, payment To announce the promotion ac

17、tivities To announce the names of exclusively promoted products,CommunicationExecution.,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. Us

18、e 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.,CommunicationMedia.,Competitive media weight in the launch phase during the period from December, 1999 to March 2000 is vital for the brand to capture the leade

19、rship position Since 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,CommunicationMedia.,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 O