[Boutique] advertising planning book case

Article 1: Advertising plan book case

In today's information age, advertising is a necessary means of promotion, mobile advertising planning is specifically for mobile advertising advertising planning, the overall analysis of mobile phone sales promotion. The following is a sample of the case of the mobile advertising plan summarized by the advertising portal:

Foreword

Wuhan Jingshi Advertising Co., Ltd. was commissioned by Lenovo to conduct advertising campaign planning for Lenovo mobile phones. This plan is based on the agreement between the two parties, starting in November XX and ending in January XX, which lasted for 2 months. The text of the campaign plan is now submitted.

The planning text includes market research and analysis, advertising strategy, advertising plan, promotion plan, appendix and other components, which comprehensively covers the content of this planning operation, and provides comprehensive guidance for strategies and implementation methods for this advertising campaign. If you approve this program, you hope that this advertising campaign will be fully implemented as such.

If you do not adopt this program, you hope to respect our labor and not use all or part of the program directly or indirectly in the advertising campaign.

The first part of the market analysis

The main problem faced by enterprises in marketing is: foreign brand attack

The advantage of enterprises in marketing is: local advantages

The market opportunities faced by enterprises are: the opening of the communication technology environment, the technological monopoly advantage of European, American and Japanese companies no longer exists, and the technological gap between domestic manufacturers and international brands is getting closer.

First, marketing environment analysis

1. Constraints of the giants in the marketing environment:

Central development policy of confession: The state’s emphasis on Wuhan has been particularly evident in recent years. The rapid changes in municipal traffic have made Wuhan's people's eyes wide open, and they have strong acceptance of new inventions and new things.

The Wuhan market in the nine provinces: Compared with other cities of the same size in the country, Wuhan consumers have more opportunities to access all levels of commodities, which makes consumers form a stronger price judgment ability and form a stable consumer psychology and market structure. In the Wuhan market, consumers with different spending powers have a relatively stable consumer mentality, and generally have a clear understanding of what grades they consume, so that products of all grades can stably occupy some markets and have a stable consumer base. .

The ever-increasing quality of education on the demand for high-tech products: Wuhan, which is the only talented person, has always been a pioneer in education. The pursuit of high quality of life under the high education of high-quality consumers has become an urgent need of some consumers in Wuhan. With the substantial increase in the total amount, Lenovo is faced with such an expanding market.

When the industry expressed pessimism about the fate of domestic mobile phones, Liu Zhijun believed that the victory of domestic manufacturers in the Chinese market is a big trend, because domestic manufacturers hold three major odds:

Winning one: the inevitable law of the development of the mobile phone industry. With the opening of the communication technology environment, the technological monopoly advantage of European, American and Japanese companies has disappeared, and the technological gap between domestic manufacturers and international brands is getting closer. On the other hand, with the 3c integration, the phone blends mp3, takes photos and even has the same data processing functions as a computer. Therefore, some manufacturers with it background, or some home appliance manufacturers, will create highlights under the new product trend.

Winning 2: Diligence in "wearing sandals." After several years of tempering, some domestic manufacturers can be said to be comparable to foreign brands in terms of product operation and management capabilities. At the same time, higher emphasis on the domestic market will prompt domestic companies to achieve better development in the future.

Winning 3: The local advantage that cannot be underestimated. With the improvement of mobile entertainment, more and more cultural characteristics are reflected. The Chinese market is recognized as the world's largest mobile phone market. Local brands are inherently sensitive to domestic user needs and are more accurate. Domestic enterprises specializing in the Chinese market, regardless of energy or investment, will have more wins than the foreign brands in the world market.

2. Micro factors that affect marketing:

a. The relationship between the company and the supplier: Because Lenovo has a strong knife and a reputation, it can be trusted by the supplier and there is no problem in product supply.

b. Relationship between enterprises and distributors: Due to the existing advertising and promotion activities of the company, the actual sales situation has been quite satisfactory, and the dealers have made a lot of profits, so the enthusiasm for selling products is also great, and enterprises can further increase their marketing channels. Do your hard work.

3. Market Overview

The size of the market:

The latest statistics of the Ministry of Information Industry show that from January to September in XX, the total number of national communications services totaled 889.88 billion yuan, an increase of 24.6% over the same period of the previous year; the revenue of communications business totaled 472.33 billion yuan, an increase of 10.9% over the same period of the previous year. .

From January to September of XX, the telecom business income was 431.10 billion yuan, up 11.6%; the postal business income was 41.23 billion yuan, up 4.2%. Among various telecommunication services, mobile communication network business revenue was 193.19 billion yuan, up 16.9% over the same period of the previous year, accounting for 44.8% of telecom business income; fixed local telephone network business income was 129.90 billion yuan, up 6.3% over the same period of the previous year. The proportion of revenue from telecom services was 30.1%; the revenue from long-distance telephone network business was 77.55 billion yuan, up 5.2% over the same period of the previous year, accounting for 18.0% of the revenue from telecom services; the revenue from data communication network was 29.86 billion yuan, compared with the previous year. During the same period, it increased by 24.7%, accounting for 6.9% of the telecommunications business income.

From January to September in XX, the total number of new telephone users in the country was 77.119 million, with a total of 723.399 million. Among them, fixed telephone subscribers increased by 34.419 million to 346 million; mobile phone subscribers increased by 43.10 million to 378 million.

From January to September in XX, the national fixed assets investment in communications was 122.61 billion yuan, down 12.2% from the same period of the previous year. Among them, telecom fixed assets investment was 121.10 billion yuan, down 12.3% from the same period of the previous year; postal fixed assets investment was 1.51 billion yuan, down 0.5% from the same period of the previous year. Among the telecom fixed assets investment, the eastern region completed 60.55 billion yuan, down 12.8%; the central region completed 31.27 billion yuan, down 7.3%; the western region completed 24.88 billion yuan, down 15.1%.

Market composition

a variety that constitutes the main product of this market

Lenovo mobile phone: Lenovo g series, Lenovo v series, Lenovo e series, Lenovo et series, Lenovo i series, Lenovo p series

b. Brands competing with the brand

Women group: Samsung

Business people: Nokia

Student group: Panasonic

Samsung has a small and beautiful appearance, which is deeply loved by the female group, and has already formed a certain monopoly market; Nokia's classic simple style and appropriate functions occupy a large part of the business market; Panasonic adheres to high-tech, low-price strategy. Accepted for the majority of students.

In response to the above situation, Lenovo launched the smart entertainment function p series, fashion learning function i series, luxury high-tech et series complement products diversified development, highlighting product personality.

c. The possibility of changes in the brand market

The brand may have the following changes in the future market:

First, continue to maintain the existing possession, but relatively decline due to the increase in other brand occupancy

Second, the occupancy rate has dropped;

Third, the occupancy rate has risen. The brand's market share has risen, which is naturally the most favorable situation, so the main goal of this advertising campaign is also here.

Market composition

Brand type characteristics:

Samsung-----joint venture brand

Nokia One - joint venture brand

Panasonic-----joint venture brand

Lenovo one----domestic brand

4. Marketing environment analysis summary:

Market Opportunity: The whole market of mobile advertising planning will continue to expand, and the demand will gradually increase. There is no brand in the market that has a prominent position.

Market threat: As this is a relatively saturated market, and more brands are developing newer features, especially the monopoly of existing joint venture brands in the market.

Advantages of enterprises in the market: Lenovo enterprises have relatively strong strength, so they have the ability to change the status quo of products in the market. And because the time to market is not long, consumers have not yet formed a national impression, so there is the possibility of attracting more consumers through appropriate marketing methods.

Disadvantages of products in the market: Lenovo's market share is general, and the market does not trust state-owned brands. Some consumers may not choose this product because of brand reasons.

Key issues: Based on the long-term development of the company, the low price quickly increases the market share of the products, and then strives to achieve market satisfaction with strength, and gains a dominant position among the existing major brands.

Second, consumer analysis

1. Our sample survey of consumer spending on mobile phones shows that consumers' choice of mobile phones has the following characteristics:

High pixel high definition camera 60%

Kingsoft PowerWord 33%

SMS group sending function 31%

Large storage, usb interface, can be used as u disk 24%

Rich game 20%

Require major age group

Clear sound quality over 40 years old

Camera, dv30-40 years old

Large storage, can be used as u disk 25-30 years old

Kingsoft PowerWord 20-25

Rich game 15-20 years old

2. The preferred promotion method when consumers buy mobile phones:

Returning the call fee 26%

Open package with prizes 16%

Attachment file plus amount but price unchanged 13%

Price reduction or discount 11%

Send different kinds of gifts 10%

3. Consumer purchase time, frequency analysis

Time of purchase:

Most consumers buy in one day of the week (usually on weekends), and some consumers buy at an unfixed time.

Frequency of purchase:

Most consumers buy once every three to five years, and consumers who do not have consumption habits do not have a fixed frequency of purchases.

4. Consumer brand loyalty:

The prior decision determines that there is no card in advance. If you can't buy the brand, you can't buy the brand.

The consumer converts the purchase site; the conversion card temporarily determines the total consumer of the brand 30) A%

Male l25%30E%

Female 33'@%

This shows that most consumers have a brand concept when buying, but brand loyalty is weak. This is also an opportunity that Lenovo can take advantage of. Because consumers have not yet formed a very strong brand loyalty. Lenovo can use advertising to increase consumer awareness of the brand and gradually cultivate loyal consumers.

5. Potential consumer analysis:

Characteristics of potential consumers:

In the survey, we also found a potential consumer group that is not fully developed by most existing brands. They have the following characteristics:

At the age of 20, living independently but not having an independent family; 45 years of age or older, living alone.

Occupation and income: Generally distributed in middle-income occupations.

Education level: Generally, you have received education above the middle level.

I hope that there is no fixed brand choice for a relatively high quality life, but I rarely buy popular models because of my preference and identity.

Current purchase behavior of potential customers:

They now mainly consume more joint venture brands. Because these brands are numerous and not specific, they have a certain degree of blindness to these products. They have the ability to consume, but because mobile advertising is mainly for business or students, their demand for mobile phones has not been fully mobilized.

6. Summary of consumer analysis

Existing consumer groups: mainly young and middle-aged, with middle-income income.

The needs of existing consumers: high-tech, beautiful, cheap

Consumer behavior of existing consumers: mainly purchased in telecommunications bureaus and supermarkets, brand loyalty is low.

Attitudes of existing consumers: no special preferences.

7. Opportunities and issues facing Lenovo

Opportunity: Existing consumers have no special preference for existing market brands, and brand loyalty is low; and potential consumers are not fully valued by similar products.

Problem: Product popularity and market share are lower than other brands.

Third, product analysis

1. Product characteristics analysis

Quality of products

a. The quality of the product is high.

b. Consumers are satisfied with the quality of the product.

c. Enterprises can continue to maintain the quality of existing products with advanced technology and equipment.

d. If consumers have new demands on quality, the quality of the products has the potential to increase.

Product price

a. The product price is in a relatively high grade among similar products.

b. Focus on high-end, taking into account the middle block.

c. The price of the product is in good agreement with the quality of the product, and the quality is basically high.

d. Consumers believe that the price of the product is too high, so the purchase enthusiasm is poor.

Product variety

a. There are 6 varieties of products, which are in the same level as the similar products.

b. Compared with similar products, there is no unique variety.

c. Some varieties of similar products, this product does not.

d. The variety of the product has not increased or changed since it was listed.

Production Process

Based on technology competition, Lenovo Mobile Communication Technology Co., Ltd. has established a research and development team with rich industry experience and innovative spirit. The company's national-level wireless communication R&D center relies on Lenovo Research Institute to form a secondary R&D system, and works closely with internationally renowned manufacturers, thus possessing a strong R&D capability of communication technology and mastering the core technology of mobile phone R&D.

2. Product life cycle analysis

Although the entire mobile phone market is in a recession period, the existing major brands are in different life cycles due to different time to market. Lenovo Group began in April XX, and experienced the stage of market development and the gradual increase of market share. Now that the market share has been basically stable, it is in the mature stage of product market.

Lenovo mobile phone, because it did not actively open the market, so the sales have not yet opened, in fact, in the market introduction period.

In Lenovo's own view, the time to market is relatively short, and it is in the stage of opening the market. Consumer surveys also show that most consumers also think that Lenovo is a new product. Therefore, from all aspects, Lenovo products are in the stage of market introduction. Whether the market can be quickly opened through advertising activities is related to the future of products in the market. Therefore, it is very important to formulate reasonable marketing and advertising strategies as soon as possible. 3. Product positioning analysis

The expected positioning of the company's products:

Enterprises target products to all consumers.

Part II: Advertising Strategy

1. The main goal of this advertising campaign is to increase the market share of Lenovo mobile phones.

2. This advertising campaign targets Wuhan as the target market.

3. This advertising campaign focuses on the appeal of Wuhan consumers and the focus of young and middle-aged people.

4. This event adopts an online and offline media strategy.

I. Advertising goals

1. Advertising goals

Through advertising activities, the market share increased by 5 to 8% within six months.

Make Lenovo a leading brand.

2. Targets that can be achieved according to market conditions

Market share has caught up with and surpassed other brands.

3. The goal of this advertising campaign

Through half a year of advertising and promotional activities, the market share of products has increased to more than 50%.

The product's popularity is 100%.

2. Target market strategy

1. The original target market of the enterprise

The target market that the company originally faced

Enterprises originally faced the needs of all consumers in Wuhan who need to buy mobile phones, and the demand for different consumers is indistinguishable, including not only consumers who do not consider domestic brands at all, but also consumption habits of state-owned brands. Consumers, as well as consumers who occasionally purchase state-owned brands, consumers' demand for mobile phones and their common features are difficult to describe.

On the surface, the scale of the market is very large, but a considerable number of consumers are not consumers of domestic brands at all. The number of these consumers is difficult to estimate, and the scale of the entire market is very vague and uncertain.

Evaluation of the original market view

a. Opportunities and threats: The uncertainty of the target market is the main shortcoming of the original market view of the enterprise, but because the enterprise is faced with a broad market that is not differentiated, rather than the wrong target market that has been identified, the enterprise There are also opportunities to improve your target market strategy.

b. Advantages and Disadvantages: In the product itself, its high quality can meet the needs of some consumers who pay attention to quality. This is the inherent advantage of the product, and the high price of the product may hinder some consumers from purchasing desires. The inherent weakness of the product.

c. Main problem points: The main problem to be solved in the target market of this advertising campaign is to segment the entire market, find out the target consumers of the enterprise, determine a reasonable target market strategy, and adopt the existing high-quality characteristics of the products. Attract some consumers who demand high quality of mobile phones, and strive for their awareness of the products, so that they can generate purchases.

d. The need to re-take the target market strategy decision: the existing market view of the enterprise, it is difficult to solve the above problems and enter the decision of the target market strategy. So it is necessary to re

2. Market segmentation

Market segmentation and assessment of each market segment

Whether a consumer can become a consumer of Lenovo mobile phone is affected by factors such as his age, family life cycle, income, lifestyle, and interests pursued. Therefore, we use these factors as a standard to divide all consumers into Different groups.

According to the age and family life cycle standards, we can divide all consumers into the above 11 groups. The table and shading group is a group that is likely to consume Lenovo mobile phones. They are characterized by: young and middle-aged, married or unmarried. Children are underage. Busy work and busy business.

Income and lifestyle segmentation income\study-stable-stable fashion-changing mode of living. Low traditional lifestyle.

Pursue a modern lifestyle

.purchase frequency rules. expectation to update

Not inclined to spend too much.

Ken is required for function or

Pursuing fashion consumption

Update your phone, but can

Limited force

Medium. Traditional lifestyle. Modern lifestyle

Purchase frequency law.

Dietary rules. Purchase frequency is irregular

Moderate consumption. Often because of work needs to be replaced higher

Quality mobile phone

Have stable spending power

High. Traditional lifestyle. Modern lifestyle

. Frequency of purchase. Change frequently

.. eager to try because of the launch of new products

Focus on the quality of mobile phones.

As can be seen from the above table, among all consumers, consumers with high-income and modern lifestyles tend to consume mobile phones.

Quality and price segmentation focus on quality, high quality and low price

.Quality is not heavy price. There is a higher price.

Happy and capable, but capable

For the quality requirements of high quality products and

Paying higher fees is not harsh

Low. Focus on the quality of the product. Consider the price

But the lack of price capacity is greater than the quality of the product.

Tend to choose high quality. tend to choose low price

Low-priced product products

Because Lenovo products are high-quality and high-priced products, consumers with higher price-capacity can become the actual consumers of this product.

The most valuable segment of the business: From the above analysis, it can be seen that the most valuable segment of Lenovo's business has the following characteristics:

Young and middle-aged between 20-40 years old.

Living independently or having an independent family with underage children.

Have more than medium income.

Adapt to modern life and adopt a stylish lifestyle.

Focus on the quality of the product and have a high price tolerance.

2. Evaluation of market segments

The size and development of market segments

Among all consumers, consumers with this characteristic are only a part of it, but not a very small part. In fact, they have a strong consumer energy knife and are the main consumers of many high quality and high price products.

Wuhan is a rapidly developing metropolis, and this consumer group can best adapt to the development of social life, and its number will continue to increase. Therefore, if the enterprise chooses this consumer group as the target market, the expansion of the market scale will have great potential. .

The attractiveness of the market segment structure

Consumers in this market segment have stable purchasing power, and similar products of other brands have not explicitly chosen this market as the target market, so enterprises will not face fierce competition of similar products, and there is no threat of substitute products. Therefore, this market segment is a segmented market with reasonable structure.

Company goals and resources

The company has the ability to market in this segment of the market, and the development of the company in this market will help to improve the corporate image and brand image, thus achieving the company's marketing goals of leading brands.

3. The target market strategy of the company

For everyday companies, there are two target market strategies to choose from:

The first is the strategy of full market coverage;

The second is to choose a specific market segment for marketing strategies.

The practice of enterprise marketing has proved that the strategy of full market coverage is not an ideal marketing strategy for Lenovo, which is not suitable for all consumers, and according to the characteristics of the products and our various market segments according to different standards. The assessment shows that selecting the consumer group that is most likely to choose this product for marketing will likely attract more target consumers and enable the product to obtain a stable consumer group. Therefore, we recommend that companies use the market segments we have summarized above as the target market for corporate marketing.

Third, product positioning strategy

In the previous product analysis, we have pointed out the unreasonableness of Ding's previous product positioning strategy, and the results of consumer analysis and market segmentation also prove that it is necessary to reposition the product for the needs of consumers.

1. Prerequisites for product positioning

The positioning of Lenovo products is carried out under two preconditions. First, the products maintain the existing quality;

Second, the product maintains the current price.

The task of this product positioning is to find the right positioning for this high-quality and high-quality mobile phone that matches the needs of the target consumers.

There are two main aspects of consumer demand, convenience and deliciousness. For the convenience of demand, the general quick-frozen food can be satisfied, but for the delicious demand, most of the similar products can not be satisfied, and the consumer dissatisfaction is mainly concentrated on the taste, from the perspective of the daily product itself, its The advantages are also concentrated here.

2. Positioning opportunity points

The positioning of Lenovo products can be carried out in the "high-tech" and "comprehensive" directions, but we suggest that the positioning of "high-tech" is still adopted because

Consumer demand for mobile phones can be divided into two phases: at the beginning of the mobile phone, their main demand is "convenience", and after this "convenient" demand is met by many brands of products, their needs From a relatively low-level "convenience" to a relatively high-level "high-tech".

Although most brands adopt the positioning of "high-tech", if Lenovo adopts a "convenient" position to avoid competition, it will undoubtedly be difficult to adapt to the development of consumer demand, which is considered by consumers as a low-level product.

The positioning of "High-tech" contains rich connotations, and it can dig out different content from many aspects. Nowadays, many brands adopt the positioning of "high-tech", but most of them stay at the surface level, and do not do deeper. Excavation, so it seems to be the same, lacking in characteristics.

Analysis of the product segment also shows that "high-tech" is more attractive than "convenience" for consumers who are most likely to consume Lenovo products.

3. Product can choose the positioning

Under the overall guidance of high-tech products that highlight products, product positioning can have the following options:

Positioning starting point positioning expression

Product features that are closer to consumer demand

Users design for modern people who want a high quality of life

Communication tool

Help busy workers to use the form and use

Competitor positioning products are superior to ordinary mobile phones

High quality communication products for the benefit of customers

The above several positionings all show the advantages of high-tech products in different degrees, but they all have different degrees and lack of uniqueness, so it cannot be said to be an ideal positioning. "High-quality life" is the demand of consumers, but the expression of "high-quality life" is too vague and difficult to create unique appeal to consumers. Therefore, the core problem that needs to be solved is to combine the two perfectly and to find a more creative and more attractive positioning for consumers.

Fourth, advertising media strategy

Media strategy

Since this advertising campaign is Lenovo's advertising campaign, and the company is prepared to invest more fees, we recommend breaking through the model of TV commercials for other products and adopting a comprehensive media strategy.

With TV and advertising as the leading factor, we will focus on the target consumers and strive to reach the widest coverage with TV commercials.

In addition to newspaper advertisements, the target consumers are conveyed with more information about the products, and the contents of various promotions are promptly informed to consumers.

Poster advertisements are used as point-of-sale advertisements to remind consumers of their appeals so that they can take purchases immediately.

2. Standards for media selection

Choose the most influential medium for consumer life in Wuhan.

Choose the medium with the most exposure from consumers in Wuhan.

Choose the most family-oriented medium.

3. Selected media

Wuhan Cable TV Station: It is a local TV station in Wuhan and one of the TV stations with the highest ratings in Wuhan. The average family is watching this program, and its cost is lower than that of Hubei TV.

"Chutian Metropolis Daily": It is the only city newspaper in Wuhan, and it is also a family-oriented newspaper. Its advertising cost is high, but the advertising coverage is wide, and it can effectively supplement the TV advertisement.

Advertising timing: Ads for each medium are published at the same time as the campaign begins.

Frequency of advertising: Each medium complements each other in the time and frequency of advertising. Adopt a centralized publishing strategy within one month of the start of the advertisement, that is, to continuously publish advertisements on various media to quickly open the market. After a month, adopt an intermittent release strategy to save advertising costs, maintain the continuity of advertising, and continue to persuade and remind.

The third part of the advertising program

1. Implementation plan for this advertising campaign.

2. The media schedule for this advertising campaign.

3. The advertising cost budget for this campaign.

4. Advertising plan implementation schedule.

First, advertising goals

The market share of products has increased to more than 50%.

The product's popularity is 100%.

Consumers use Lenovo as the first brand rate to reach more than 20%.

Consumers have reached more than 40% with Lenovo as the second brand.

Second, advertising time

Start time: January 1, XX begins

End time: End of December 31, XX

Duration: one year

Third, the target market for advertising

Area: Wuhan City, a suburb of the city, mainly in the city.

Target consumer groups: mainly families and individuals who are between the ages of 20-45 and above the middle income, pursuing quality of life.

Fourth, the object of advertising appeal

1. The overall appeal: families and individuals who are between the ages of 20 and 45, who are above the middle income and who pursue quality of life.

2. Subdivision of appeal objects: Targeted appeals to different appeal objects in the form of series advertisements. The appeal objects can be mainly divided into three types:

A young consumer who is 20-25 years old and lives independently and is responsible for his own expenses.

Young couples between the ages of 25 and 30 who live independently, have no children, and are responsible for spending expenses.

Between 30-45 years old, there are relatively small children, families with stable economics on both sides.

V. Media Advertising Requirements

1. Advertising specifications for each medium

TV commercial: 30 seconds. Because the product is on the market, it takes 30 seconds to convey a rich message and make a persuasive appeal.

Newspaper advertisements: mainly based on the single-pass bar.

Poster advertisement: four open.

2. Advertising requirements for each medium

TV commercial: After the plan was passed, the filming was completed, and the final broadcast film was completed at the end of January XX, for media personnel to book TV, advertising time and time.

Newspaper advertisement: After the plan was passed, the design was started, and the final draft was made at the end of January XX6 and printed film was made for the scheduled advertisement time of the newspaper.

Poster advertisement: Start design after the adoption of this plan, and finalize it at the end of December XX. It was printed in mid-January XX and posted at the closing point of January XX.

Sixth, the advertising release plan

1. The medium of advertising

Wuhan Cable TV Station

Chutian Metropolis Daily

2. Advertising media release schedule

First month

1. The cable TV station broadcasts once a day.

2. The Chutian Metropolis Daily is published twice a week and is published on Mondays and Fridays.

Second month

1. TV commercials are broadcast 4 times a week and broadcast on Thursday, Friday, Saturday and Sunday.

2. The Chutian Metropolis Daily is published twice a week and is published on Tuesdays and Wednesdays.

Third, fourth, fifth, and sixth

1. TV commercials are broadcast twice a week.

2. Chutian City News is published every other week, twice a week.

3. If you need to add additional newspaper advertisements in conjunction with the promotion,

Plan as appropriate.

Seven, other activities plan

Marketing support

In addition to the existing point of sale, new outlets will be added to supermarkets, shopping malls, and general shopping malls, and the sales points will be geographically covered in the major commercial and residential areas of Wuhan City.

Re-discuss cooperation methods with dealers: give incentives such as return guarantees and sales incentives to encourage their sales enthusiasm and cooperation with promotional activities.

Adjust the sales of containers and merchandise placement: strive to open up independent areas in the mobile phone containers at the point of sale to place Lenovo products, there are ambitions in the region, each variety is placed in a larger number, each sale point to complete the variety .

2. Promotional plan:

Promotional activities and advertising campaigns

At the same time as the advertisements are released, promotions are held at each point of sale. Get promotions with different themes every month. Combine direct sales promotion with media promotion ads. Film and television media company

Sales promotion content

Live demonstration: Consumers are invited to observe the product on site.

Gift Promotion: Give a small gift to the consumer who purchased the product or take the gift from the buyer.

Coupon redemption promotion: A lucky redemption voucher is added to some merchandise packages, and consumers can redeem a certain number of prizes for free with a voucher.

Eight, advertising expense budget

Project specification unit price total price

Planning and planning. .

Design design. .

Creative ideas. .

TV 30 seconds, film. . 3. .

Advertising newspapers, film, film. . 3. .

Make four open 157 grams, 00. .

Poster XX

Four-color offset printing

TV, 30 seconds. . . . . .

Advertising evening newspaper. . 0000

Broadcast

The cost is fine. . . . . .

Poster oXX. .

The activities of marketing and marketing cooperation are organized by enterprises themselves.

Implementation of the cost, not recorded in the advertising expense budget

The monitoring of the effect prediction of the fourth part of the advertising campaign

1. Method of advertising subject test

2. Advertising creative test method

3. Method of advertising copy test

4. Method for testing the effectiveness of advertising works

5. Method release monitoring

First, the prediction of advertising effectiveness

1. Advertising theme test

2. Advertising creative test

3. Advertising copy test

4. Advertising work test

First, the monitoring of advertising effectiveness

1. Monitoring of advertising media release

2. Determination of advertising effectiveness

appendix

Market survey questionnaire

2. Market research interview outline

3. Market research report

Mobile advertising planning to do a detailed analysis of mobile phone products, and advertising planning. I hope that the above summary of the mobile advertising plan can help you. For more information on advertising planning, please log in to the advertising planning topic.

Article 2: Advertising plan book case

This year's beverages have entered the annual boom season, and beverage advertisements have begun to launch offensive campaigns.

Many consumers who watch TV regularly, especially those below the national level, everyone remembers that on the TV in the second half of last year, there were two cartoon drink advertisements. In the picture of one, some trees were displayed, long Some brown fruits fell to the ground and turned into a bottle of Coke. The advertisement said: "Thirsty people trust, cool and comfortable Pepsi. When you need it most, it will bring you joy and happiness. Natural raw materials; Coke, fragrant black beans, caramel and sugar, and pure water. Everyone trusts Pepsi, come to a bottle.

In the other part of the picture, several trees were displayed, each with different colors, yellow, red, green, and brown. Suddenly, the brown fruit fell to the ground and gradually became a bottle. The bottle of cola, its advertising words say: "Hey! Hey! I am a cola, they are my friends, you think, they are natural, because they are growing on the tree. I grew up on the cola tree, too Fresh natural fruit. Pepsi is made with me. It's fresh and pure. But Pepsi is brown, because I am brown. But Pepsi is the same pure and natural. Hahaha! You must like pure natural Pepsi."

Studying its advertising focus, the former one is to appeal to consumers to understand that "Coke" is made with Coke and vanilla beans, plus sugar and water, all of which are natural raw materials. The latter part is to appeal to consumers to understand," "Coke" Why is it brown because its raw material is brown.

If you rarely watch TV consumers, you will not be impressed by the two commercials. These contents have not been seen in the newspaper. This is based on the fact that in recent years, beverage advertisements have mainly adopted TV media.

The two commercials, the PepsiCo head office, were handed over to Australian advertising agencies. However, the concept of advertising was provided by domestic branches and its advertising agencies.

Both Pepsi and Delicious beverage manufacturers attach great importance to market research. They do it every year in order to understand the trends of consumers in the market. In the first two years, they discovered the sales of cola beverages from the market survey. There are resistances in the main factors:

First, I think that cola drinks are made from chemical raw materials and contain caffeine that stimulates the human body.

2. Secondly, the brown color of cola drinks is caused by pigments.

Thirdly, it is considered that the raw materials of cola beverages contain a lot of preservatives and should not be drunk.

Due to the verbal communication between consumers, and a few local newspapers published a number of related news. Competing for consumers to gradually move away from cola beverages and change to other beverages. The focus of these two commercials is to address these The sales resistance in the market is negotiated. The PepsiCo company has also appointed advertising experts to participate in the discussion of new strategies. Of course, these reactions in the market have not yet evolved into a worldwide, but to the head office of Pepsi, Also generated vigilance.

The history of opening a "Coke" drink is known to everyone as Coca-Cola. It is said that Coca-Cola was born in 1886. It is located in Antland, Georgia, USA.

There are two pharmacies in the local area. The boss is named John Panbatton. He makes a potion with refreshing effect and sells a little reputation. One day, a customer wants to buy this potion. He is in a hurry and is slightly wrong. The preparation method, another brown solution was redeployed. Unexpectedly, this customer was greatly appreciated, and everyone introduced it. It made the potion famous. Panbatton took the opportunity to dilute the potion into a drink. Named Coca-Cola, expanding sales.

A year later, a wealthy pharmacist named Ke Le bought the right to manufacture, mass production, and mass sales. The advertisement stated: "This is not a drink containing medicines, it is for men, women and children. Suitable for drinking, popular refreshing drinks. "Initial" aroma

The slogan is delicious, refreshing and refreshing. The slogan has deeply attracted consumers.

During the Second World War, Coca-Cola was able to drink this kind of drink in all places where the US military was stationed. By the end of the Second World War, it was developed and became a worldwide drink that sold all over the world. At this stage, consumers around the world have considered this to be two kinds of mass drinks made from chemical raw materials. Everyone has never had doubts about it, and manufacturers have never denied this.

However, after having similar products in the market, there is a lot of sales. From the competition, there will be various changes. Now, PepsiCo is working hard to promote, and the cola drink is made of Coke. Its strategy approximates the history of "Coke". In terms of research on advertising strategies, its position is stand-up. Everyone understands that the name "Coca-Cola" is based on the English original name Coca-Cola. The translation can be listed as a superior work, making consumption The people are willing to accept. The original meaning of Coca is the medicinal plant produced by the guide beauty and the Indian Islands. The leaves can be made into "causine" and "caffeine". Let's talk about the original meaning of Cola. It refers to the cola tree produced in Africa. The cola in the tree contains "caffeine".

Seeing the original meaning of these two words, it is reminiscent of the fact that John Panbaton was named Coca-cola. Obviously, the ingredients used in the preparation are natural plants, not pure chemical materials. When the head office of the United States uses Coke and so on, it is made into a "Coke Fine" shipment from all over the world, and then processed, added pure water and fried sugar, etc., to become a light drink, bottling Sales, so that consumers around the "Coke fine" as a chemical raw material. If consumers let further understanding, we will not have the feeling of chemical raw materials.

In response to this, the author believes that in this year's new advertising strategy, a rational appeal should be aggravated, indicating how many tons of Cokes or American Pepsi-Cola companies are imported from Africa each year, and the Coca-Cola head office, in recent years from Africa. How many tons of Cokes were imported. The two head offices explained the situation of importing cola, which is equivalent to confirming that "Coke is indeed made of "Coke". It can produce good persuasive effect for many consumers.

Coke beverages are listed as public drinks, advertising persuasion, in addition to convincing children below the national level, but also need to convince many purchasing power of adult water.

The advertisement for Apple Beverage is "made with fresh apples" and "free of chemical pigments". Consumers are more acceptable because consumers think that the United States is a country that produces a lot of apples and has Weifu's self-sufficient raw materials. However, the United States If Coke is not produced by itself, it is necessary to explain the import situation of raw materials. This is in the advertising strategy of using "Coke is made of natural raw materials", which should be considered and should be satisfied by consumers.

Objectively speaking, this strategy seems to be in contact with all the cola beverage manufacturers to do it together. Pepsi Cola is exclusive, and it has a feeling of being solitary. If this strategy is applied successfully, then all cola manufacturers, All can enjoy the market results. Pepsi-Cola's spirit of advocating and doing in this respect is worthy of a record in the case study of advertising enterprises.

Advertising planning, such as more in-depth, complete thinking, pay more attention to objective opinions, will enable advertising strategy, design more successful grasp. Pepsi also collected some stories about Coke, spread to the public to understand. It also represents a part of its in-depth study in planning work. He said:

1. On the northwestern coast of Africa, starting from French Guinea, passing Libya, Ivory Coast, Ghana, and Nigeria, are the origins of Coke.

2. The height of the cola tree ranges from 9 meters to 12 meters, and it is also up to 18 meters. It prefers hot climate and moist soil. It usually grows at an altitude of 60 meters.

3. Mexico, Jamaica, Brazil, Congo, Ceylon, Malaysia and other places, there are also cola trees. However, the home of Coke is still on the west coast of Africa, only in Nigeria, harvest twice a year, with a total output of 12 More than 10,000 tons.

4. Coke tree, the ability to grow cola, can be as long as 70 to 100 years. Nigerian farmers, planting a cola tree for newborn babies, become the child's property when they grow up.

5. Eating Coke is beneficial to prevent excessive fatigue caused by strenuous labor. Africans often chew on Coke and can fully exert the spirit of endurance and hardship.

6. Around the 19th century, Coke was introduced to the treatment of diseases. It was also used in the manufacture of "strong march" tablets for explorers and military expeditions.

7. In many Muslim-inhabited areas, Cokes are also used to give each other gifts to celebrate each other's achievements. Cola is very cheap, very ordinary, but also the most meaningful and important gift.

In the market, sales have become very common, and the products with great status have encountered sales resistance. Do not think that by virtue of their own "old brand, long history", this resistance can be quickly eliminated. In industrial society, the role of metabolism is much stronger than that of agricultural society. It is necessary to adopt new countermeasures in response to new situations in order to maintain a glorious history.

Part 3: Advertising Plan Book Case

In recent months, the newly launched Bailan soap advertisement has become one of the most attractive soap consumers in advertising. Many consumers are talking about these advertisements.

In recent months, the domestic soap market has caused great changes, and the market share of various brands of soap has changed. Everyone felt suddenly a new competitor, and with a very strong sales offensive, so that everyone is busy trying to stabilize their positions, and some are forced to retreat. This is the impact of the advertisement of the brandy soap. The advertising industry is talking about these ads.

According to the research of advertising experts, this is indeed a set of advertisements that are very well-planned and stimulate the market to react strongly. The entire operation process is also very standardized. It is a rare successful advertising planning case in the near future.

Analysis of the success of this set of advertising can be discussed from the following aspects:

First of all, it is worth mentioning that before this product is ready for production, advertisers and their advertising agencies have done a detailed market survey to discuss whether they can produce the market.

That is to say, they first understand the general consumers in the market and maintain a good corporate impression on the trademarks of advertisers. At the same time, they compared more than 100 kinds of soaps in the market, but few have strong sales organizers. When they understand: In the market, consumers are criticizing the quality of soap. Advertisers believe that they have the power to adapt to the requirements of the market, and they have the strength to participate in fierce competition and strive for leading position. So the advertiser is determined to produce.

There have been many kinds of soaps that have been well-known for their popularity. For example, happy, cherry, Mary, Tianxiang, Maje... and so on.

However, no one can exceed 20% in terms of market share. It can be seen that these various brand-name soaps have their own strength in the market, and each has laid a considerable sales base. In order to reduce these market share, it is absolutely impossible to do without fierce competition.

The second is to conduct research on the planning of commodities and to do several market research work. Study what scent should be made into what shape should be used in what kind of packaging or how to determine the appropriate name quality to determine how the price is set

As a result, in terms of scent, they decided to adopt the fragrance of the fragrance that most consumers are willing to accept, and the formula strives to be simple. Because of the complex fragrance of the formula, people will feel the feeling of sullenness, which is unwilling to be accepted by many consumers. In terms of shape, it was decided to adopt a pillow type, and the two ends were further improved to be trapped, so that it was easy to pinch in the hand during use, and the contact point with the horizontal plane was reduced, so that it was easy to keep dry.

In terms of packaging, when the store and many similar products are displayed together, it can be outstanding. The name decided to still use the word "Bai Lan". This is based on the Bailian washing powder produced and sold by advertisers for many years. It has already produced a leading market position, and its popularity and named purchase rate are strong. With this name, it is easy to win the memory and affection of consumers. This can also be said to be determined by reference to the survey results of the corporate image.

In terms of quality, the decision is to strive to outperform similar products. Even if you pay more for the goods tax, you don't care. <According to the goods tax is based on the quality of the product, the grade is approved, the raw materials are used higher, and the grade of the goods tax is also higher. 〉In terms of selling price, it is decided to keep equal with various famous brands in the initial stage in order to win consumers' purchases.

Then, study the sales channels, sales targets, and so on. After the samples were manufactured, they were busy distributing the samples to consumers of all walks of life for trial response. After this long-awaited study, it was decided to go public.

The originally agreed listing date was in April of the same year, but the market situation at that time was not good, for the following reasons:

1 Since the second half of last year, the soap has once sold well, and in the first half of this year, it was saturated, and the sales of all brands were in a difficult situation.

Dealers and users, there are still existing, unwilling, continue to purchase.

3 Due to the poor sales, the price of each card is also a bit messy. With the use of dark disk price reduction, there are quite a lot of sales methods in disguised price reduction.

So they went to the end of June to go public, and the outside world was kept secret, so that the general peers had the idea that they would not be listed for the time being, and they were lax and prepared. The interior is actively arranged, and everyone is spending the rest day of the Dragon Boat Festival, and in the heavy rains throughout the province, silently spread the goods. In just three short days, this new product was distributed directly to retail stores around the country and displayed.

On the second day of the Dragon Boat Festival, the peers were shocked to see that this new product was generally on the market, and there was a sense of "outstanding" and "coming fast." Most of them have taken measures to defend the market, and most of them have lamented one step later.

With the distribution, the advertiser and its advertising agency completed the "advertising" preparation work. Using the two major media of newspapers and television, and then with the cooperation of magazines and other media, the first notice advertisement, followed by the listing advertisement. The intensive and compact attack power is fierce and strong.

In TV commercials, the pre-announcement method is to use "Bailan washing powder" to introduce another new product called "Bailan", which has caused a conjecture in the minds of consumers. The day before the listing, I will advertise the theme of "The World of Fragrance". Tell consumers that there is a kind tomorrow

A very fragrant new product is on the market, and in this advertisement, and hints at the packaging pattern of the new product.

The officially listed advertisement, the theme is "We don't sell perfume". Speaking of such a theme, consumers must of course understand what is sold in this advertisement.

Then I saw a new soap in the advertisement screen. Everyone can't help but smile. Immediately injected the impression of this new product into the brain. Seeing this new product, it also comes with a bubble called "Baby Music". The shape of these foams, some like ducklings, some like small fish, some like little birds, are very interesting, can make children happy to take a bath, and immediately cause everyone to buy interest.

In the newspaper, advertisements with the same theme appear, color printing, and the area is half a version. Several newspapers were selected and published in turn. The magazine also appeared in the same screen. After a while, strengthen consumer impressions. In the market, it immediately gained an ideal market. Attracted consumers in this area, and once focused on this new product.

After a few days, they made a second advertisement with the theme "We don't sell eggs". The whipped protein cream is found in the raw materials of this new product.

Before the Mid-Autumn Festival, they made a third advertisement with the theme "not eating moon cakes". The performance of the picture is to promote consumer purchase

Buy this soap and give it to friends and relatives as a gift. Don't think of buying mooncakes as gifts.

After a while, they made a fourth advertisement with the theme "You don't care, we care." Written this new

The product, which is used only to be thin, is still very easy to use. Moderate soft and hard. The consumer who makes the purchase is very affordable.

Recently, they have played a fifth advertisement. With the exquisite "banknote clip" attached to the product, you can carry your banknotes with you. Timely encourage consumers to buy and buy this soap, and gradually develop the habit of long-term purchase.

The practices of these advertisements are all counter-claims. Each can stimulate the market climax. This way, it is very popular in current advertising planning work. But it must be well-planned to be effective.

Although, from the sales results of this soap, it is seen that its advertising practice is very successful. In fact, there are several internal factors that are worthy of attention from aspiring researchers.

1. It has been the market research work for many times, which has established the foundation for the successful listing of this soap. Knowing ourselves and knowing oneself can defeat similar products. However, before the success of these market surveys, statistical analysis work is very boring, and it will make impressed advertisers and advertising agencies.

Only after success can you feel that this kind of work is valuable. In this regard, advertisers are willing to pay a lot of fees and do market research step by step. At this stage, it is worthy of praise.

2. It is an advertiser and an advertising agency. The two sides have a highly close and candid cooperation to achieve this result. However, we have also seen that there are also a number of advertising companies that have the status of a related company but cannot have outstanding performance. After studying this case, it is worthwhile to review each other's advertising planning activities among the various units of the related companies.

There are more advertising agencies, not advertisers. One of the reasons why their advertisements are not ideal enough is that the advertisers have too much confidentiality and are not honest enough about the "production" and "selling" of the goods. Failure to allow the advertising agency to have a full understanding, planning work is naturally not easy to do.

3. The advertiser is in the province and has a complete direct sales organization. Therefore, there are two sales channels for direct sales and entrusted distribution. In the absence of the conditions of Yiying, the success of the listing of this soap cannot be so high.

4. It is a decision maker for advertisers, and it is extremely powerful and far-sighted. In the initial advertising budget, it paid 3 million yuan. In the newspaper, I wanted to make a scented newspaper advertisement, but I could not do it because of printing technology difficulties. Advertisers are willing to spend huge amounts of advertising budgets to find this new product, from the very beginning to build a solid foundation and create long-term superior market share. It is not a practice that only shows immediate short-term benefits.

5. It is an advertiser and an advertising agency. The planning staff of both parties have fully utilized the functions of brain gathering. Every idea has been debated. Innovation has been gained from the debate. Every piece of work is based on market reaction, after review, and further planning. When you encounter a consumer, there is an unsatisfactory reaction, and you will immediately correct or remedy it.