MBA Outline.ppt

1、恒基伟业,ShangWuTong Integrated Communication Plan Presentation Outlines 1999年11月,Understanding the real facts from market & consumers are the most critical steps for strategic direction development & answering the client questions,AGENDA,Consumer Understanding Market Overview Analysis Strategic Plannin

2、g Dimensions Integrated Communication Strategy Creative Strategy Media Strategy More Ideas,Understanding the target group more precisely and focusing attack them,What we dig out from the Consumer Insights,Who is the purchaser ? Who is the user ? What is characteristic of their business/social life ?

3、 Why they use it ? What functions do they use most ? What benefits they got (intrinsic / extrinsic) ? What factor that can make them change their PDA ? Why those people they dont think they need PDA ?,Ensure the competitive advantage & strategic direction development recommendation,Do the Market has

4、 the potential ?,What is the history of this category ? How big is the market ? How many brands available in the market ? What are their brand/product strength & weakness ? How to define the category (Price / Function / Shape.) ? What is the market trend (Consumer need, experience from aboard) ? Wha

5、t kind of sales channels they are using ? How the salesperson act in the consumer decision process ?,How ShangWuTong to ensure their leading position in the market ?,What product features that really meet consumer need ? Where ShangWuTong are now ? How to enlarge the distance from the followers ? Wh

6、at should be ShangWuTongs main axle for future develop ? Who should be ShangWuTongs major competitors ? How much major competitors spent, in where ?,How Heng Ji Wei Ye position himself & develop further and longer ?,What should be Heng Ji Wei Ye philosophy ? Where Heng Ji Wei Ye is now ? What should

7、 be Heng Ji Wei Ye main axle for future develop ? What category Heng Ji Wei Ye can involve ? How far can Heng Ji Wei Ye go ? How to manage the corporate image ?,The key factors of a corporate image building,brand building and management,Creating An Integrated Communications Program,What is our Chall

8、enge ? Who should we talk to ? What product & services do we communicate ? How to communicate ? How to integrate all communication tools to maximize the effect ? In the end, what marketing objectives can be achieved ?,What the Integrated Programs,What is the core idea on creative ? How to make peopl

9、e think they want to be the member of Heng Ji Wei Ye Business Club ? How to leverage the effort from PR ? How to build the corporate and brand image through event activities ? How to increase sales by direct marketing program ? How to motivate salesperson to boost your sales ? Do we need sales promo

10、tion idea ? How to do it ?,How Creative Ideas be the topic ?,What is the core idea ? What will it be in the thematic ad ? How to perform among different media ? What emotion the consumer can be moved ?,How Scientific Media Planning can help,What learning from competitive spending ? What media planni

11、ng know-how we are using ? What media tools ShangWuTong should consider ? How to use the media effectiveness and creatively ? What benefits can ShangWuTong get from our scientific media planning process ?,In the end what a Heng Ji Wei Ye corporate temple can be built in future brand & product development,Heng Ji Wei Ye,Heng Ji Wei Ye,Equity,Philosophy, Product Benefits,Products &