Color film advertising plan

First, Fuda color film advertising planning book overview

Xiamen Photographic Materials Co., Ltd. is a large-scale photosensitive material industrial enterprise jointly invested by Xiamen Economic Zone United Development Co., Ltd., Fujian Investment Enterprise Company, China International Trust and Investment Corporation and Bank of China Trust Consulting Company. The company introduced the advanced level of equipment and handicrafts from the color photosensitive material production line from Eastman Kodak Company of the United States. The company is committed to reform, with "quality, management, efficiency, service" as its purpose.

The company's famous domestic high-grade color film "Fuda brand", the quality reached the advanced level of the international similar products in the 1980s. This product has good color balance, saturated color, fine particles, clear image, large exposure tolerance, good physical and mechanical properties, and excellent printing and amplification performance. Fuda color film is indeed a domestically produced similar product.

With the further deepening of reform and opening up and the growth of the national economy, by 1987, the social ownership of cameras in China had reached 15.72 million, and the color ratio of photography has also increased. At present, the average annual consumption of color reel in China is 0.1 volume, but at the same time, the current status of “foreign film” in the domestic market has caused serious impact and threat to the production and sales of domestically produced similar products. My advertising company was commissioned by Xiamen Photographic Materials Co., Ltd. to represent the company's Fuda color film advertising. Based on the excellent quality of “Fuda” brand color film, this advertising company has established a one-year market strategy for “Fuda” color film through scientific and accurate investigation, analysis and research on the current color film market, products and sales. , public relations strategy and advertising, media strategy, I would like to help Fuda company to open up the market, open domestic and international sales, to achieve the company's short-term, long-term goals, and with the "foreign film" to compete in Kyushu.

The flow chart of Fuda Color Film Advertising Plan is as follows:

Second, market analysis

Analysis of current similar products:

Throughout the domestic color film market, the whole can be divided into two major parts: domestic and imported. Although China's color photographic materials industry started late, with the introduction of foreign advanced technology, equipment and management methods, the localization industry of color film is in the ascendant and has made great progress. The main products that are put into the market are Fuda, AD, Shenguang, Lekai and other brands. The color films of these brands are listed in the following table in terms of their origin, popularity and reputation:

Table I:

Brand origin Fuda AD Shenguang Lekai project Xiamen Shantou Shanghai Baoding popularity 60pPP% reputation 50`@E%

1. Fuda Color Film Co., Ltd. is the “Koda I” patented technology introduced by Xiamen Photographic Materials Co., Ltd. from Eastman Kodak Company of the United States, and adopts the excellent varieties produced by Kodak vr part process technology. The product quality has reached the advanced level of the international similar products in the 1980s. In 1989, it won the “Credit Award” for domestic products in Shanghai, and won the “Golden Horse” award in 1990, which is a high-end product of domestic similar products.

2. AD color film is produced by Guangdong Shantou AD Photosensitive Materials Industry Corporation and introduced a full set of color photosensitive material production lines from Japan Fuji. The AD hr color negative film is a domestically produced high-end color roll with international level. The color of the product is restored to true, and the image is bright and pleasing. The AD company has always attached great importance to advertising and commissioned the Guangdong advertising company to conduct comprehensive advertising planning and agency. In the first stage, the notification stage, the information about the creation of the new era of color AD was told to consumers through media such as text pictures and screens. In the second stage, the promotion stage, the advertising theme of “Time Memory, AD Charm” was established and spread through different media combinations.

3. Shenguang and Lekai color film are domestic high-quality color film produced by Shanghai and Baoding respectively. They started late and the quality still needs to be improved. However, due to the improvement of the level of localization and the advancement of scientific research, they are becoming more reasonable and reasonable in terms of price and quality, so their competitiveness cannot be ignored.

From the brief analysis of the four famous brand products of domestic color film, we can know that the popularity of these four famous brands has certain influence in the domestic market, but the reputation is not high. There are quality problems, social factors and other reasons, but mainly due to the strong impact of the "foreign film" on the domestic market. In addition, through the analysis and comparison of similar products in China, we found that as the domestic similar products, the main competitor of Fuda color film is the AD color roll, but the competitiveness of Shenguang and Lekai color roll is also increasing year by year.

It analyzes a large number of imported similar products in the domestic market. The main brands are Kodak, Fuji, Konica, Agfa, etc. These are the products of the most powerful photosensitive materials companies in the world, with advanced technology and excellent quality. Both visibility and reputation have reached certain advantages.

Table II:

Brand origin Kodak Fuji Konica Aikefa project United States Japan Japan Germany popularity 01090080 reputation ... 908075 product features [hj * 3〗 vr-g color negative film, high color saturation, high resolution, clear resolution hr color negative, The color reproduction is true, clear, balanced, and high in color. Nissan high-grade color negative film, good color reproduction, bright colors, large exposure tolerance. German high-end color negative film, strong imaging power, good color saturation. Through the analysis and comparison of similar products at home and abroad, we draw several conclusions: 1 These brands are internationally established and highly competitive; 2 domestic similar products, foreign similar products and domestic and foreign products The competition between them is very fierce; 3 Fuda Color Roll is a high-end color roll among domestically produced similar products. With the improvement of localization level, the price is becoming more and more reasonable, so it is competitive in the domestic market; 4 Fuda color film, on the one hand, improved Quality, on the other hand, should focus on raising awareness and reputation, especially reputation.

Competition status:

1. Domestic market: In the domestic market, the main competitors are Kodak, Fuji, Konica; AD, Shenguang, Lekai and other brands. From the above analysis, it is found that Kodak, Fuji, Konica and other imported color film have an absolute advantage in terms of popularity and reputation. The popularity and reputation of domestic similar products are basically at the same level as those of Fuda Color Roll. Fuda color film should stand firm in the domestic market, open up market share, and defeat powerful domestic and foreign competitors. Its task is quite arduous. The unfavorable factors are: 1 Imported similar products are international old products, good foundation, excellent quality, and popularity. High reputation, market share is large and stable; 2 domestic similar products are also eye-catching for expanding the market, and the competitive strength and Fuda products do not have a large distance, almost the same as a starting line; 3 Fuda color film is not currently in the market optimism.

The favorable conditions of Fuda color film are: 1 Introducing Kodak production line, the quality is excellent and competitive; 2 With the further improvement of the localization of Fuda color film, the price will be more suitable for the domestic market consumption level; To a certain extent, it is possible to defeat the "foreign goods" by virtue of the public's patriotism.

2. International market: Today's international color film market has been basically divided by world famous brands such as Kodak, Fuji, Konica, Agfa. The company that produces these products has a strong history, a long history, and a highly developed technology. The product quality, packaging, sales strategy, advertising level and scope are unparalleled. Of course, these international brands are also fiercely competing for the world market. In terms of the current status of the international market, Fuda Color Film has not yet possessed the existence value as a competitor. It only belongs to the stage of trial sales. To break the international monopoly and enter the international market, Fuda Color Films must do the following: 1 Actively improve quality. Improve the degree of localization and further preferential treatment on prices; 2 Develop an international sales strategy and advertising strategy.

Third, product analysis product features:

In the 1970s, American Eastman Kodak Company introduced the "Kodak-i" type color negative film. This film uses thin layer coating technology and machine hard film technology on the x-type basis, and the film definition is greatly improved. Rapid high-temperature washing has caused a revolution in the international rapid color processing technology. In the 1980s, Kodak completed the research of the vr series of color film, in which the vr-g color negative film is a high-quality color negative film with excellent performance.