Fuda color film advertising planning book example
I. Overview Xiamen Photographic Materials Co., Ltd. is a large-scale photosensitive material industrial enterprise jointly operated 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 this plan is as follows:
Second, the market analysis of the current situation of 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 60% 70% 50% 50% reputation 50% 60% 40% 45%
1. Fuda Color Film Co., Ltd. is the "Koda I" patented technology introduced by Xiamen Sensitive Materials Co., Ltd. from Eastman Kodak Company of the United States, and adopts the excellent varieties produced by Kodak VR part of the 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%1001009080 reputation%85908075 Features [HJ*3〗 VR-G color negative film, high color saturation, high resolution, clear image HR color negative The color reproduction is true, clear, the color difference is balanced, and the color brightness is high. 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 adopts 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 VR series color film, in which VR-G color negative film is a kind of high quality color negative film with excellent performance.
Fuda Color Film Co., Ltd. is a complete set of equipment and technology for the introduction of the color photosensitive material production line of American Eastman Kodak Company by Xiamen Photographic Materials Co., Ltd. Based on the "Kodak-I type" and using Kodak VR part of the process technology made of excellent varieties. The quality of Fuda's color film reached the advanced level of similar products in the 1980s. In the 89th and 90th years, it won the “Reputation Award” and “Golden Horse” awards of the most popular domestic products in Shanghai.
Fuda color film is true and natural, the particles are fine, and it is above the domestic similar products. The square root particle size is less than 5; the resolution is up to 100% by mm, while the domestic similar products are generally 50-60%% mm; The exposure tolerance is large, and the shadow range of the scene can be correctly recorded at level 9 or above, while the domestic similar products can record the scene with a range of 5-6; the preservation is good, the validity period is 20 months, and the validity period is When the fog degree does not exceed 0.3 density unit, the sensitivity is not lower than ISO80/20?; the physical properties are excellent, and there is no coating defect.
Fuda 135 color film has the following specifications: 36 frames, 24 frames, 20 frames, 12 frames. Currently, it mainly produces 36 frames and 24 frames widely used by consumers. On the side of the film, the words "FUDA36" are used to mark the authenticity. The product code is 5032.
Product quality comparison:
Through the product analysis of Fuda color film, it is not able to explain the problem very accurately. Analysis of products should be compared with domestic and foreign products to find the gap between them. We choose Fujifilm from similar foreign products, select the public color roll from the domestic similar products, and compare the products of these two brands with the Fuda color roll in terms of product characteristics:
Table 3 Brand Project Technology Color Reductive Saturation % Vividness % Particle Size
% resolution
% exposure latitude physical performance Fuji HR color negative film technology 80959095 over four levels to less than two excellent Fuda Kodak patent I VR
Part of the process 80608085 over 4 levels to less than 2nd good AD Fuji patent
HR technology 70858580 is over three to less than two. From the above table, we can see that, according to the characteristics of the products, the foreign similar products represented by Fuji are close to perfect in all aspects, and have obvious advantages over domestic similar products. The product characteristics and quality of Fuda's domestic competitors, the main competitors, are not much different from Fuda. Therefore, from the perspective of competition, Fuda color film needs to be further improved in quality and scientific research.
Fourth, sales analysis regional situation analysis:
The area in which Fuda's color film is sold can be divided into three steps in the domestic market. First of all, the occupation of the Xiamen market is the first stop to occupy the market. As the origin of Fuda Color Roll, Xiamen has a relatively high reputation and reputation in this market. The urban population of Xiamen is less than 400,000, but there are 14 color printing and printing points and 18 printers. According to statistics, more than 90% of these printing points use Fuda photo paper and sell Fuda color rolls. Xiamen is a famous coastal tourist city with a high tourist attraction rate. At present, the annual sales volume of the Xiamen market is about 200,000. The occupation of the Xiamen market is only a solid foundation for Fuda Color Roll to the national market.
The strategic step of the company in the second phase of sales is to quickly occupy the eastern coastal areas of China and the major cities within the country, and to connect the east and west so as to penetrate the entire domestic market from east to west. The eastern coastal areas of China are economically rich and the lifestyle is modern and open. At present, Fuda has already completed the sales network in more than 40 major cities such as Beijing, Shanghai, Changchun, Guangzhou and Chengdu, which has taken a very successful step to occupy the domestic market. Fuda color roll trials in different cities to compare:
While actively occupying the domestic market, Fuda Color Film has made a series of efforts to enter the international market since last year, but at this stage, Fuda Color Film has not yet existed as a competitor of similar products in the international market. The product is in the “test sales” stage, with an annual sales volume of about 100,000.
Through the above analysis of the geographical situation of Fuda color roll sales, we can draw the following conclusions: Xiamen as a frontier market is now relatively stable, other regions as a large sales market is not mature enough, the competitiveness is not strong enough; the national market is Fuda color The sales target of film, in which the coastal area is the main target sales market; to strengthen the advertising and publicity efforts to increase the popularity and reputation on the basis of sales outlets, in order to increase sales; export earnings are only preliminary attempts to be uncompetitive, To be in the international market, we must make long-term plans.
Competitor sales status:
The domestic color film market has been hit hard by the “foreign film roll”, mainly because the research and development industry of color film domestication started late, and the existing products are mostly produced by introducing foreign patented technology and equipment of similar products. The quality is quite different from that of imported film. The product personality is not full, and the product characteristics are not obvious. Among competitors of similar products at home and abroad, the survey found that Kodak, Fuji, Konica and other imported products are optimistic, accounting for 70% of the total consumption of domestic color film market, while domestic consumption of similar products only accounted for 30%, we The following table can be used for specific comparative analysis:
Table 4:
Brand project Kodak Fuji Konica Fuda AD Shen Guang Lekai price 18?518161313? 5109? 5 market share 2530158976 sales 6?257?505?002?002?251?751?50 annual consumption 11 562513?58?02 ?63?03751?751?025 From the above table, we can find that the three brands of Kodak, Fuji and Konica have a considerable annual sales, which is not only due to the superior technology and quality of imported products, but they also attach great importance to them. Advertising, every year with a considerable amount of funds for a comprehensive advertising strategy to promote global sales. The disadvantageous position of domestically produced similar products in sales is that the domestically produced coloring industry has developed late, the technical process relies on foreign countries, and the quality needs to be improved. It is caused by neglecting advertising and other reasons in the initial stage of the beginning.
Comparison of advantages and disadvantages:
Although the sales of Fuda color film are constrained by the current unfavorable market situation, it is necessary to recognize the various advantages and disadvantages of this product in order to open up the market: with the development of the social national economy, the social ownership of the camera will be further improved. The consumption level of domestic color film will continue to rise; the improvement of the localization of color film will make the product quality more perfect and the price will be more superior. At the same time, there are also unfavorable aspects. The competitiveness of domestic similar products will also be enhanced; the sales network of Fuda Color Films in the country has been initially rolled out, and the foreign market has also penetrated. This is a gratifying foundation; Xiamen has The product is occupied by a relatively stable market; imported products have an absolute advantage in the domestic market competitiveness, and the rise of similar products such as “AD” poses a major threat to this product; the domestic sales channels of Fuda products need to be rationalized.
V. Enterprise target table 5: Fuda color plastic enterprise target brand project status Short-term long-term popularity 608090 understanding degree 507080 reputation 507085 purchase intention 81520 sales 2? 62? 65? 0 From the above table, the focus is Improve product visibility and reputation, especially the reputation of the product. Only when the product is recognized by the consumer and praised by the consumer, will the consumer generate the purchase intention and put it into action to increase the sales of the product.
Sixth, the market strategy strategy appeal point:
In view of the fact that Fuda's color film is not well-known in the market at this stage, the appeal is based on emotional appeal. Tell consumers that the use of this product will make him more joy, make the family's family and love leave a sweet and sweet memory, and reproduce the truth, kindness and beauty of the human being, so that consumers will have a good impression when using this product. The reputation of the product.
Product Positioning:
Fuda Color Film is patented by Kodak and produced in Xiamen. The color reproduction is natural, the particles are fine, the resolution is high, the definition is good, the exposure tolerance is large, the preservation is good, and the packaging is beautiful. Therefore, in the domestic similar products, the positioning level of Fuda color film should be relatively high: Kodak patent, Xiamen production, high-quality products, among the domestic similar products are high-end products.
Sales targets:
The main consumers of Fuda Color Film are designated as adults aged 20-40, and there are about 300 million people in the country. This target market is a broad and thick line. We can also subdivide:
Laocheng’s youth: mainly including all unmarried young people and young male and female families. There are two types of buying attitudes for this type of consumer:
A. Impulse type: Consumers have economic autonomy or economic conditions, open minds, and easy to accept new things. Consumers like to chase new and different, and are easily affected by commodity advertising. Such consumers generally have irregular purchase behaviors, and their self-control ability and poor planning are mostly impulse purchases.
B. Random type: Consumers have strong adaptability to life. Emphasis on the actual consumption conditions and levels in consumption, not too demanding, easy to integrate with the environment, more casual in the purchase behavior, as long as the needs are met.
Household heads and housewives: These consumers are relatively old, have rich social experience and experience, are relatively stable and mature, and have two attitudes to purchase:
A. Reasonable type: Consumers tend to be rational, their character is more introverted, and they have their own opinions. Purchase behaviors often have plans, goals, and are more stable, mature, and sophisticated. They value information and have little emotional impulses.
B. Economy: Consumers are sensitive to the price of goods, and their purchases are mainly based on the price of the goods.
Professional photographers: These consumers often pay attention to the reputation of their products because they often use certain types of products. Their purchasing attitudes are generally habitual. They mainly rely on experience and habits, pay more attention to the grades of products, and are not easily affected by others or advertising. .
Packaging strategy:
The packaging of Fuda's color film is mainly based on the sense of the times, artistic charm and noble feeling. Because this is the only way to protect the goods and improve the appearance quality of the goods.
Fuda color packaging is based on red, yellow, dark blue and white. The red symbolizes liveliness and wealth; the dark blue is more stable and peaceful. These two colors account for a large proportion and are the basic colors in the basic colors. Light yellow and white are relatively clean, which play a role in transition and connection.
On the packaging, the fonts that shape the unified image of the product brand are marked with the words "FU-DA" and "Fuda Color Film" in Chinese and English, which are eye-catching and easy to identify.
The package also includes additional information such as “KODAK Patent, Made in Xiamen” and trademarks, such as functions and usages, to deepen consumers' impression of the product.
Pricing strategy:
Table 6:
〖2〗 Foreign similar products domestic similar products brand Kodak Fuji Konica Aikefa yuan Shenguang Lekai price 18.518161713.5109.5 From the above table at home and abroad the price of similar competitive products, you can find the price of similar foreign products are compared High, it should be somewhat high for domestic consumption levels. Domestic similar products can be divided into two different pricing strategies: AD and Shenguang and Lekai. As the domestic color roll, the price of AD is too high, and the imported products are not too wide, and consumers tend to favor similar products abroad; while the prices of Shenguang and Lekai are more in line with national consumption levels, but at the same time due to price Too low to give the feeling of "cheap and no good goods" will make consumers doubt the quality of the products.
In view of the above analysis of the pricing strategy of competitors, we believe that the appropriate price for Fuda color film should be set at 1198 yuan. Initially there are the following reasons for reference:
Can be compared with similar foreign products, the gap of about 5 yuan, and the similar products in the association, slightly higher than the general product, can highlight the characteristics of domestic high-end products.
Pricing adopts a non-integer pricing strategy. “11” exists as an odd number. After the decimal point, “98” two digits, mainly using its homophonic “on the hair”, gives people the meaning of “prosperous development”.
Retail point:
Although Fuda Color Film has established “Fuda” color film, color photo paper supply and printing service points in more than 40 major cities such as Beijing, Shanghai, Changchun and Guangzhou, its retail network is still not perfect. The retail outlet is not full. Fuda Color Rolls should not only be opened at various service points and photographic equipment professional shops, but also actively carry out advertising campaigns through various media in the local area to coordinate with the promotion.
VII. Obstruction Analysis The sales barrier of Fuda Color Film can be analyzed from the aspects of the marketing environment of its products:
Economic environment: As far as China's national consumption economy is concerned, if the regular use of color film is inevitably a luxury and over-consumption consumption, this is determined by the current social status of China's national economy.
Population environment: Although China has a vast market of 1.2 billion people, there are 900 million farmers. Rural and urban areas, the difference between the coastal and the mainland, has to some extent discounted the sales market of Fuda color film.
Science and technology environment: the production of domestic color film started late, the technology is not developed, relying on the introduction of equipment from the developed countries in the West, causing a certain load on production, and the quality can not be guaranteed, and there is a certain gap with similar foreign products. The quality barrier of Fuda color film is the key to the problem. In addition, the level of technological development in the domestic target market is generally low, and the level of application of photographic technology is relatively low.
Competitive environment: From the domestic and foreign competitors of Fuda Color Film, imported products such as Kodak, Fuji, Konica and so on have an absolute advantage in sales, mainly because of their high quality, high reputation and reputation. And these products occupy the domestic market and it is impossible to retreat in a short period of time, which undoubtedly creates huge barriers for Fuda's winning the market. At the same time, domestic similar products such as "AD", a large number of advertising campaigns, momentum is optimistic, for Fuda Color Rolls has established a strong and threatening competitors of the same level.
Cultural environment: Analysis of the lifestyle of our nationals is not conducive to the expansion of the color film market. For the majority of the people, tourism has not yet developed a habit, and the degree of self-consciousness of photography is not high. There are certain localist ideas in various places, which pose certain difficulties for Fuda Colors to quickly occupy the national market. Studying the current situation of national consumption habits, I found that the thought of "Chongyang Meiwai" is very popular, psychologically rejects and devalues domestic products, and prides itself on consuming "foreign goods", causing damage to Fuda color rolls.
Eight, public relations strategy public relations objectives:
In order to cooperate with advertising, to enhance communication between the company and the public at home and abroad, and to establish an excellent public image of the company to promote sales, this year's public relations strategy is set to change the public attitude, in order to achieve a year of hard work, Product awareness increased by 20% and public interest increased by 15%.
Public relations activities:
Table 7:
Time Project January February March April May May July July September September October November December Event Name "Fuda Color Film Production 5th Anniversary Press Conference" "Fuda Service for You" “The 'Fuda Cup' '92 China International Tourism and Tourism Year Tourism Photography Knowledge Grand Prix” aims to strengthen the external public's understanding of the strength and future of Fuda and improve the internal public's love for the company. In the "March 8 Women's Day" and "International Labor Day", we set up a duty camera repair point and a photography knowledge consultation point in the main sales place, and issued a product brochure to increase the popularity of Fuda Color Roll, and to communicate with the public and maintain relationships. Good feeling. Summary schedule of major activity project action schedules:
Name: Fuda Color Films 5th Anniversary Press Conference Time: January-March 1993
D-90 draws up a summary of the press release accounting
D-85 date, preliminary analysis location and service items
D-80 completes the invitation list
D-70 determines the location and specific service items
D-60 organizes the company's relevant personnel to prepare a booklet introducing the company's strength and product characteristics.
D-50 design invitation
D-40 printing invitation
D-35 booklet compilation review completed delivery printing
D-30 Drafting company leadership speeches and preparing relevant materials
D-30 custom name card, news folder, signature book, etc.
D-30 fixed microphone, slide projector, in-site circuit, lighting and other facilities
D-25 Prints the company's relevant leadership speeches, and prepares relevant information about the company and products.
D-20 informs the invitation media department
D-15 began to broadcast news about the preparations for the press conference, notice
D-15 send invitation
D-10 design processing release conference venue
D-8 Check the feedback status of the invitation, important people should be invited again
D-5 Statistics on attendance at the conference, unified layout of the venue
D-2 Print press release press release, leader speaks news, prepares for publication
D-2 Preparation of all materials, introductory brochure
D-1 Review the facilities, layout and other preparations of the venue, all the appropriate names: Fuda service time for you: April to June 1993
A "March 8 International Women's Activities"
B "May Day International Labor Day"
In the main sales area of Fuda Color Film, we will set up a duty camera maintenance point, a photography knowledge consultation point, and carry out Fuda color roll product introduction activities.
Name: "Fuda Cup" '92 China International Tourism and Tourism Year Tourism Photography Knowledge Grand Prix Time: July to December 1993
D-6 test paper design, incentive method
D-5 prepares the review, analyzes the test papers, determines the test papers, and puts them into printing.
D-4 media broadcasts news, reports on matters related to this matter, and distributes papers
D-2 recycles the test paper, invites the review to review the draft, and draws up the list of winners.
D-1 announces the winners and holds awards
*Note: D-90 in the event indicates that it is 90 days away from the press conference, and so on. In the event, D-6 indicates that there are still 6 months from the final prize-winning activity, followed by analogy. Advertising strategy analysis of advertising competitors :
The domestic and foreign competitors of Fuda Color Films pay more attention to advertising. We can choose different advertising themes from Kodak, Fuji and AD to make a comparative analysis:
Kodak:
A: Mainly based on the high-tech and excellent quality of Kodak film, with high quality and high saturation color.
B. Advertising is mainly based on POP and magazine advertising. The main locations of POP are Kodak sales outlets, photo professional equipment stores and photo processing service points. The magazine advertisements use professional magazines as the main medium, such as "World Photography".
Fuji:
A. Fuji Color Film is also positioned with high quality and superior products.
B. Advertising is mainly based on POP, posters and magazine advertisements. Fujifilm POPs and posters are available in photographic equipment stores, photo studios, color expansion departments and sales outlets in major cities. Magazine advertisements also use professional magazines as the main medium, and the number is more than Kodak. The main magazines include "Popular Photography", "World Photography", "Chinese Photography" and so on.
C. Fuji Color Roll has no TV commercials in China.
A.D:
A. At this stage, AD's advertising strategy has entered the stage of commodity promotion, and the color roll is positioned as high-quality, using Fuji technology and raw materials to produce, domestic high-end color rolls. Advertising theme: "Time memory, AD charm."
B. From the perspective of media, advertising in AD is mainly based on print advertising, supplemented by TV advertising. The printed advertisements were created in two parts: posters and PO P, and created a unified image of the AD group and the accompanying product of the product “Colorful Rainbow”.
Advertising target:
The main target of Fuda Color Film is consumers aged 20-40, and there are about 300 million people in China. Advertising is broken down when selecting a target market:
The target of the family: mainly through the advertising appeal of "warm family, happy life" to select this object. In the family, the head of the household or the housewife is the main backbone. These people are more mature and rational, and their purchasing attitudes are mostly "sense" and "economic".
Targeting young men and women before the family: Most of these advertising targets have fixed income, young and lively, fashionable, romantic, modern, and the advertisements are mainly demanded by "good young, no regrets". The purchasing attitude of such objects is mostly "impulsive" and "casual".
Advertising ideas:
The advertising campaign of Fuda Color Film determines “Happy Life, Fuda Love” as the advertising slogan, that is, the advertising theme, focusing on emotional appeal to the target audience, to show that happy life can not be separated from Fuda color. Around this theme, the creative ideas of advertising campaigns are reflected in three aspects:
There are two TV commercials: one is a 30" CF and the other is a 15" CF.
A.30" CF creative mainly expresses the family's affection, takes the little girl as the main performance, uses the Fuda color roll as the medium, and uses the father and daughter's affection to render the customer group. The creative idea to be emphasized in the commercial is: use the little girl's innocence Cute, with "Niu Niu want to see Dad" as a psychological appeal, the photo of Niu Niu sent to Dad for the "father and daughter to meet" cute childish movements as the performance center of CF.
The B.15" CF is mainly based on deepening the impression of the customer group on the Fuda color roll. The idea is based on the combination of strong, modern music rhythm, flowing colors, vibrant young men and women and beautiful nature. Mainly to the customer group to jump, modern, stimulate the senses, in order to deepen the impression of this product.
Newspaper advertisements include newspaper advertisements and magazine advertisements. Newspaper advertisements are the mainstay, and magazine advertisements are supplemented. The advertisement content of the two is the same, only the media exchange. There are two ads:
A. Main title: "What is joy..."
Subtitle: Fuda Colors brings joy to the collection text: What is joy in the end? Joy is the first time that Xiaomei’s laughter is the big brother and his beautiful bride, or the joy of her mother’s tears, the grandmother’s story of the loving grandfather’s legend and the humor of her father. Mom often sighs that joy is just a fleeting moment. Today, mom said that joy is a sweet photo. Eternal is that Fuda film has put the joy of collecting this advertising idea mainly for the family, repeatedly emphasizing the Fuda color roll embodies Warmth, the joy of life, the beauty of life.
B. Main title: "No regrets in youth..."
Text: Don't ask us what our grief is. Our world flowers are always open to you. You see that the sky is so blue, the wind is so soft. We are really young and infinite, happy life, young and beautiful, Fuda makes us youthless. This advertisement is for unmarried youths, so the creative emphasizes the main theme of "good young, no regrets for youth", but the reason is because of the use of Fuda color.
*Note: Appearances of products will appear in TV commercials and newspaper advertisements. The design is based on the advertising slogan "Happy Life, Fuda Love", and the four basic colors of Fuda color packaging are the main means of expression. Innovative and eye-catching, highlighting the theme of Fuda Color Roll for the benefit of consumers:
Broadcast advertisement
Male: Ali, me, I...
Woman: What am I? If you have something to say.
M: I, I have Fuda...
Woman: What is Fuda?
Male: Fuda color film.
Woman: Hey, it’s Fuda film, good film.
M: Then, what do you promise?
Female: What should I promise?
M: Let's go on an outing.
Female: Good film, good weather, and excursions are good.
: Fuda Color Film, US Kodak patent, manufactured in Xiamen.
This radio advertisement is performed by young men and women. The idea emphasizes the theme of “good film, good weather, good outing” and emphasizes the name of “Fuda” five times in the advertisement to deepen the impression.
Creative strategy:
TV commercials: 30"CF and 15" CF
A.30"CF advertising theme: happy life, Fuda love.
Advertising time: 30 seconds of advertising concept: the screen design is based on the performance of little girls. The girl who missed her business trip abroad wanted to send a photo of Zhang Niu Niu to her father, in order to see her father and daughter meet as a simple plot. The lens connection should be natural, using a stacking method, the whole picture strives for warmth and beauty.
Shooting requirements: Light and shadow design is based on soft light. The color tone is mainly warm, and the lens connection is natural and stable. Indoor shooting should emphasize the brightness, softness and warmth of the light. The final subtitles "Happy Life, Fuda Love" and accompanying objects, fixed.
Actor requirements: With a little girl as a model, it is best to be starred by a child star with performance genius. The performance of the little girl should be innocent, cute, and partially precocious. The appearance should be quiet and lively, beautiful and beautiful. An adult male actor, mature, chic, cheerful, with a "father" image.
Music: Piano-based, slower, coherent and brisk. The whole music should be depressed in the advertisement, and it can basically be heard.
Venue: In the context of the home of a family in a modern city. Carpets, wall hangings, toys, sofas, small tables, small beds.
B.15"CF:
Advertising theme: Happy family, Fuda love.
Advertising time: 15 seconds of advertising concept: mainly with strong rhythm music, direct switching lens, the color flowing in the picture, jumping and dancing people to form a strong visual impact on the customer group. In the lower left corner of each lens, the product's accompaniment appears. The final picture is the beautiful nature and subtitles "Happy Life, Fuda Love".
Screen design: color flow, dancing men and women, and lens switching to match the music actor: large groups of young men and women, to have vitality, full of youthful vitality.
Music: Focus on strong rock music and replace narration with music.
場景：室外廣闊天地，要求不嚴。
廣播廣告：
廣告主題：“好膠捲，好天氣，郊遊好”
廣告時間：30秒播音要求：男女播員應體現略帶羞澀的歡快心情，聲音應親切、自然。旁白男音，應充滿激情，有誘惑力。
音樂要求：以輕快的音樂為主，較短而淺顯。
音響要求：無。
平面廣告：報紙廣告和雜誌廣告設計相同，共有兩個創作策略。
十、媒介戰略總的媒介組合以電視為主，報刊為輔，廣播作推廣；
各種媒介在單獨使用時都有重點期和保持期之分；
電視廣告以全國性電視台為主，打開知名度，以地方台為輔，進一步加深印象，促進宣傳；
報紙廣告主要以全國性報紙為主；
雜誌有專業雜誌和普通雜誌兩種區別，以專業雜誌為主；
廣播以全國性廣播為主，地方廣播只為占領較重要的市場點作更進一步的努力。
詳細見下表列：
表八：
媒介分類媒介分布地域媒價位置重點期保持期重點期保持期預算1月2月3月4月5月6月7月8月9月10月11月12月分項合計電視廣告CF中央電視台地方電視台18：302次2次112122212119新聞聯播8次68////86/// 36 19：3022233222322227 20：0024422334232334 20：3012122211211117 21：0044233223423335 21：302221/122222220 22：001/2/2121121114 18：30/////1//////1轉新聞聯播//////////// / 19：30232/1/12112116 20：0021/1/1//2///7 20：301/2////2211/921：002332212321/2 23 21：3011/////1////322：30//1/////////1 200次×1萬元
=20060次×15家×5000元
=450報紙廣告
NP全國性報紙地方報紙整版111////11///51/2版/1111111111/10 全版222////22///101/2版///4352//55428200雜誌廣告
MG專業雜誌普通雜誌全頁11111111111112半頁11111111111112全頁111//11111//8半頁11121111112114100廣播廣告中央人民廣播電台地方廣播電台7：001510126878121586712410：00845////65///28 12：001010866551012456 8714：00565////44///24 18：001015106657108686 9720：0045855658664365 22：008101275751010678 957：0021/1111211111310：001/1/////////212：00112/1//21///8 14：00///1////////118：00/21//1//1///520：00//1///1/1///322：0011//1//1111184010 廣告製作費：
TV advertisement
A.30＂CF：28萬元
B.15＂CF：20萬元廣播廣告：30＂：0.5萬元報刊廣告：兩個：1.5萬元公共關係活動預算福達彩卷投產五周年新聞發布會：50萬元福達為您服務活動：10萬元“福達杯”'92中國國際旅遊觀光年旅遊攝影知識大獎賽：50萬元十一、廣告文稿廣播廣告：
男：阿麗，我，我……
女：我什麼呀?有話就說嗎。
男：我，我有福達……
女：什麼福達呀?
男：福達彩色膠捲呀。
女：喔，是福達膠捲呀，好膠捲呀。
男：那，那你答應啦?
女：答應什麼呀?
男：咱們去郊遊呀。
女：好膠捲，好天氣，郊遊當然好啦。
男聲旁白，（親切響亮，有誘惑力)：福達彩色膠捲，美國柯達專利，廈門製造。
雜誌廣告電視廣告：CF文稿：30＂
女童聲獨白：“今天妞妞好想爸爸，特別特別想，爸爸怎么還不從國外回來呀?”
表演要求：小女孩抱著毛絨絨的動物玩具，大眼睛眨巴眨巴地，有點憂鬱，有些企盼。場景為女孩自己的小房間。
音樂：輕而悠揚的鋼琴聲。
女童聲獨白：“唉，還是看看爸爸的照片吧，我家的照片好多好多，全是用福達彩卷照的。妞妞有好多照片，千姿百態，全是爸爸照的。”
表演要求：女孩開始嘟著小嘴翻著厚厚的精緻的大相冊，表情開始轉向快活，作得意狀。鏡頭拉近，作特寫。
音樂：如前之鋼琴曲。
女童聲獨白：“哇，妞妞有主意啦。妞妞要寄張照片給爸爸，爸爸就能看見妞妞啦，爸爸也一定想妞妞。”
表演要求：女孩開始作沉思狀，然後表情變得興奮，拿起一張照片跑向小桌， 跪在沙發上在照片背後寫起字來，鏡頭推近，照片上字“爸爸，妞妞愛你”
音樂：鋼琴曲繼續女童聲獨白：“爸爸看見妞妞一定可高興啦，福達彩卷，爸爸喜歡，妞妞也喜歡… …”
表演要求：女孩睡在小床上，鏡頭推近，女孩甜甜笑臉和枕邊的航空信封。
音樂：鋼琴曲漸趨緩和男旁白：“歡樂生活，福達情深”
畫面設計：父親抱著女兒，女兒的手摟著父親的脖子，兩張快樂的笑臉。字幕“ 歡樂生活，福達情深”、“廈門福達感光材料有限公司”及陪附物。
音樂：停
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 this plan is as follows:
Second, the market analysis of the current situation of 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 60% 70% 50% 50% reputation 50% 60% 40% 45%
1. Fuda Color Film Co., Ltd. is the "Koda I" patented technology introduced by Xiamen Sensitive Materials Co., Ltd. from Eastman Kodak Company of the United States, and adopts the excellent varieties produced by Kodak VR part of the 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%1001009080 reputation%85908075 Features [HJ*3〗 VR-G color negative film, high color saturation, high resolution, clear image HR color negative The color reproduction is true, clear, the color difference is balanced, and the color brightness is high. 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 adopts 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 VR series color film, in which VR-G color negative film is a kind of high quality color negative film with excellent performance.
Fuda Color Film Co., Ltd. is a complete set of equipment and technology for the introduction of the color photosensitive material production line of American Eastman Kodak Company by Xiamen Photographic Materials Co., Ltd. Based on the "Kodak-I type" and using Kodak VR part of the process technology made of excellent varieties. The quality of Fuda's color film reached the advanced level of similar products in the 1980s. In the 89th and 90th years, it won the “Reputation Award” and “Golden Horse” awards of the most popular domestic products in Shanghai.
Fuda color film is true and natural, the particles are fine, and it is above the domestic similar products. The square root particle size is less than 5; the resolution is up to 100% by mm, while the domestic similar products are generally 50-60%% mm; The exposure tolerance is large, and the shadow range of the scene can be correctly recorded at level 9 or above, while the domestic similar products can record the scene with a range of 5-6; the preservation is good, the validity period is 20 months, and the validity period is When the fog degree does not exceed 0.3 density unit, the sensitivity is not lower than ISO80/20?; the physical properties are excellent, and there is no coating defect.
Fuda 135 color film has the following specifications: 36 frames, 24 frames, 20 frames, 12 frames. Currently, it mainly produces 36 frames and 24 frames widely used by consumers. On the side of the film, the words "FUDA36" are used to mark the authenticity. The product code is 5032.
Product quality comparison:
Through the product analysis of Fuda color film, it is not able to explain the problem very accurately. Analysis of products should be compared with domestic and foreign products to find the gap between them. We choose Fujifilm from similar foreign products, select the public color roll from the domestic similar products, and compare the products of these two brands with the Fuda color roll in terms of product characteristics:
Table 3 Brand Project Technology Color Reductive Saturation % Vividness % Particle Size
% resolution
% exposure latitude physical performance Fuji HR color negative film technology 80959095 over four levels to less than two excellent Fuda Kodak patent I VR
Part of the process 80608085 over 4 levels to less than 2nd good AD Fuji patent
HR technology 70858580 is over three to less than two. From the above table, we can see that, according to the characteristics of the products, the foreign similar products represented by Fuji are close to perfect in all aspects, and have obvious advantages over domestic similar products. The product characteristics and quality of Fuda's domestic competitors, the main competitors, are not much different from Fuda. Therefore, from the perspective of competition, Fuda color film needs to be further improved in quality and scientific research.
Fourth, sales analysis regional situation analysis:
The area in which Fuda's color film is sold can be divided into three steps in the domestic market. First of all, the occupation of the Xiamen market is the first stop to occupy the market. As the origin of Fuda Color Roll, Xiamen has a relatively high reputation and reputation in this market. The urban population of Xiamen is less than 400,000, but there are 14 color printing and printing points and 18 printers. According to statistics, more than 90% of these printing points use Fuda photo paper and sell Fuda color rolls. Xiamen is a famous coastal tourist city with a high tourist attraction rate. At present, the annual sales volume of the Xiamen market is about 200,000. The occupation of the Xiamen market is only a solid foundation for Fuda Color Roll to the national market.
The strategic step of the company in the second phase of sales is to quickly occupy the eastern coastal areas of China and the major cities within the country, and to connect the east and west so as to penetrate the entire domestic market from east to west. The eastern coastal areas of China are economically rich and the lifestyle is modern and open. At present, Fuda has already completed the sales network in more than 40 major cities such as Beijing, Shanghai, Changchun, Guangzhou and Chengdu, which has taken a very successful step to occupy the domestic market. Fuda color roll trials in different cities to compare:
While actively occupying the domestic market, Fuda Color Film has made a series of efforts to enter the international market since last year, but at this stage, Fuda Color Film has not yet existed as a competitor of similar products in the international market. The product is in the “test sales” stage, with an annual sales volume of about 100,000.
Through the above analysis of the geographical situation of Fuda color roll sales, we can draw the following conclusions: Xiamen as a frontier market is now relatively stable, other regions as a large sales market is not mature enough, the competitiveness is not strong enough; the national market is Fuda color The sales target of film, in which the coastal area is the main target sales market; to strengthen the advertising and publicity efforts to increase the popularity and reputation on the basis of sales outlets, in order to increase sales; export earnings are only preliminary attempts to be uncompetitive, To be in the international market, we must make long-term plans.
Competitor sales status:
The domestic color film market has been hit hard by the “foreign film roll”, mainly because the research and development industry of color film domestication started late, and the existing products are mostly produced by introducing foreign patented technology and equipment of similar products. The quality is quite different from that of imported film. The product personality is not full, and the product characteristics are not obvious. Among competitors of similar products at home and abroad, the survey found that Kodak, Fuji, Konica and other imported products are optimistic, accounting for 70% of the total consumption of domestic color film market, while domestic consumption of similar products only accounted for 30%, we The following table can be used for specific comparative analysis:
Table 4:
Brand project Kodak Fuji Konica Fuda AD Shen Guang Lekai price 18?518161313? 5109? 5 market share 2530158976 sales 6?257?505?002?002?251?751?50 annual consumption 11 562513?58?02 ?63?03751?751?025 From the above table, we can find that the three brands of Kodak, Fuji and Konica have a considerable annual sales, which is not only due to the superior technology and quality of imported products, but they also attach great importance to them. Advertising, every year with a considerable amount of funds for a comprehensive advertising strategy to promote global sales. The disadvantageous position of domestically produced similar products in sales is that the domestically produced coloring industry has developed late, the technical process relies on foreign countries, and the quality needs to be improved. It is caused by neglecting advertising and other reasons in the initial stage of the beginning.
Comparison of advantages and disadvantages:
Although the sales of Fuda color film are constrained by the current unfavorable market situation, it is necessary to recognize the various advantages and disadvantages of this product in order to open up the market: with the development of the social national economy, the social ownership of the camera will be further improved. The consumption level of domestic color film will continue to rise; the improvement of the localization of color film will make the product quality more perfect and the price will be more superior. At the same time, there are also unfavorable aspects. The competitiveness of domestic similar products will also be enhanced; the sales network of Fuda Color Films in the country has been initially rolled out, and the foreign market has also penetrated. This is a gratifying foundation; Xiamen has The product is occupied by a relatively stable market; imported products have an absolute advantage in the domestic market competitiveness, and the rise of similar products such as “AD” poses a major threat to this product; the domestic sales channels of Fuda products need to be rationalized.
V. Enterprise target table 5: Fuda color plastic enterprise target brand project status Short-term long-term popularity 608090 understanding degree 507080 reputation 507085 purchase intention 81520 sales 2? 62? 65? 0 From the above table, the focus is Improve product visibility and reputation, especially the reputation of the product. Only when the product is recognized by the consumer and praised by the consumer, will the consumer generate the purchase intention and put it into action to increase the sales of the product.
Sixth, the market strategy strategy appeal point:
In view of the fact that Fuda's color film is not well-known in the market at this stage, the appeal is based on emotional appeal. Tell consumers that the use of this product will make him more joy, make the family's family and love leave a sweet and sweet memory, and reproduce the truth, kindness and beauty of the human being, so that consumers will have a good impression when using this product. The reputation of the product.
Product Positioning:
Fuda Color Film is patented by Kodak and produced in Xiamen. The color reproduction is natural, the particles are fine, the resolution is high, the definition is good, the exposure tolerance is large, the preservation is good, and the packaging is beautiful. Therefore, in the domestic similar products, the positioning level of Fuda color film should be relatively high: Kodak patent, Xiamen production, high-quality products, among the domestic similar products are high-end products.
Sales targets:
The main consumers of Fuda Color Film are designated as adults aged 20-40, and there are about 300 million people in the country. This target market is a broad and thick line. We can also subdivide:
Laocheng’s youth: mainly including all unmarried young people and young male and female families. There are two types of buying attitudes for this type of consumer:
A. Impulse type: Consumers have economic autonomy or economic conditions, open minds, and easy to accept new things. Consumers like to chase new and different, and are easily affected by commodity advertising. Such consumers generally have irregular purchase behaviors, and their self-control ability and poor planning are mostly impulse purchases.
B. Random type: Consumers have strong adaptability to life. Emphasis on the actual consumption conditions and levels in consumption, not too demanding, easy to integrate with the environment, more casual in the purchase behavior, as long as the needs are met.
Household heads and housewives: These consumers are relatively old, have rich social experience and experience, are relatively stable and mature, and have two attitudes to purchase:
A. Reasonable type: Consumers tend to be rational, their character is more introverted, and they have their own opinions. Purchase behaviors often have plans, goals, and are more stable, mature, and sophisticated. They value information and have little emotional impulses.
B. Economy: Consumers are sensitive to the price of goods, and their purchases are mainly based on the price of the goods.
Professional photographers: These consumers often pay attention to the reputation of their products because they often use certain types of products. Their purchasing attitudes are generally habitual. They mainly rely on experience and habits, pay more attention to the grades of products, and are not easily affected by others or advertising. .
Packaging strategy:
The packaging of Fuda's color film is mainly based on the sense of the times, artistic charm and noble feeling. Because this is the only way to protect the goods and improve the appearance quality of the goods.
Fuda color packaging is based on red, yellow, dark blue and white. The red symbolizes liveliness and wealth; the dark blue is more stable and peaceful. These two colors account for a large proportion and are the basic colors in the basic colors. Light yellow and white are relatively clean, which play a role in transition and connection.
On the packaging, the fonts that shape the unified image of the product brand are marked with the words "FU-DA" and "Fuda Color Film" in Chinese and English, which are eye-catching and easy to identify.
The package also includes additional information such as “KODAK Patent, Made in Xiamen” and trademarks, such as functions and usages, to deepen consumers' impression of the product.
Pricing strategy:
Table 6:
〖2〗 Foreign similar products domestic similar products brand Kodak Fuji Konica Aikefa yuan Shenguang Lekai price 18.518161713.5109.5 From the above table at home and abroad the price of similar competitive products, you can find the price of similar foreign products are compared High, it should be somewhat high for domestic consumption levels. Domestic similar products can be divided into two different pricing strategies: AD and Shenguang and Lekai. As the domestic color roll, the price of AD is too high, and the imported products are not too wide, and consumers tend to favor similar products abroad; while the prices of Shenguang and Lekai are more in line with national consumption levels, but at the same time due to price Too low to give the feeling of "cheap and no good goods" will make consumers doubt the quality of the products.
In view of the above analysis of the pricing strategy of competitors, we believe that the appropriate price for Fuda color film should be set at 1198 yuan. Initially there are the following reasons for reference:
Can be compared with similar foreign products, the gap of about 5 yuan, and the similar products in the association, slightly higher than the general product, can highlight the characteristics of domestic high-end products.
Pricing adopts a non-integer pricing strategy. “11” exists as an odd number. After the decimal point, “98” two digits, mainly using its homophonic “on the hair”, gives people the meaning of “prosperous development”.
Retail point:
Although Fuda Color Film has established “Fuda” color film, color photo paper supply and printing service points in more than 40 major cities such as Beijing, Shanghai, Changchun and Guangzhou, its retail network is still not perfect. The retail outlet is not full. Fuda Color Rolls should not only be opened at various service points and photographic equipment professional shops, but also actively carry out advertising campaigns through various media in the local area to coordinate with the promotion.
VII. Obstruction Analysis The sales barrier of Fuda Color Film can be analyzed from the aspects of the marketing environment of its products:
Economic environment: As far as China's national consumption economy is concerned, if the regular use of color film is inevitably a luxury and over-consumption consumption, this is determined by the current social status of China's national economy.
Population environment: Although China has a vast market of 1.2 billion people, there are 900 million farmers. Rural and urban areas, the difference between the coastal and the mainland, has to some extent discounted the sales market of Fuda color film.
Science and technology environment: the production of domestic color film started late, the technology is not developed, relying on the introduction of equipment from the developed countries in the West, causing a certain load on production, and the quality can not be guaranteed, and there is a certain gap with similar foreign products. The quality barrier of Fuda color film is the key to the problem. In addition, the level of technological development in the domestic target market is generally low, and the level of application of photographic technology is relatively low.
Competitive environment: From the domestic and foreign competitors of Fuda Color Film, imported products such as Kodak, Fuji, Konica and so on have an absolute advantage in sales, mainly because of their high quality, high reputation and reputation. And these products occupy the domestic market and it is impossible to retreat in a short period of time, which undoubtedly creates huge barriers for Fuda's winning the market. At the same time, domestic similar products such as "AD", a large number of advertising campaigns, momentum is optimistic, for Fuda Color Rolls has established a strong and threatening competitors of the same level.
Cultural environment: Analysis of the lifestyle of our nationals is not conducive to the expansion of the color film market. For the majority of the people, tourism has not yet developed a habit, and the degree of self-consciousness of photography is not high. There are certain localist ideas in various places, which pose certain difficulties for Fuda Colors to quickly occupy the national market. Studying the current situation of national consumption habits, I found that the thought of "Chongyang Meiwai" is very popular, psychologically rejects and devalues domestic products, and prides itself on consuming "foreign goods", causing damage to Fuda color rolls.
Eight, public relations strategy public relations objectives:
In order to cooperate with advertising, to enhance communication between the company and the public at home and abroad, and to establish an excellent public image of the company to promote sales, this year's public relations strategy is set to change the public attitude, in order to achieve a year of hard work, Product awareness increased by 20% and public interest increased by 15%.
Public relations activities:
Table 7:
Time Project January February March April May May July July September September October November December Event Name "Fuda Color Film Production 5th Anniversary Press Conference" "Fuda Service for You" “The 'Fuda Cup' '92 China International Tourism and Tourism Year Tourism Photography Knowledge Grand Prix” aims to strengthen the external public's understanding of the strength and future of Fuda and improve the internal public's love for the company. In the "March 8 Women's Day" and "International Labor Day", we set up a duty camera repair point and a photography knowledge consultation point in the main sales place, and issued a product brochure to increase the popularity of Fuda Color Roll, and to communicate with the public and maintain relationships. Good feeling. Summary schedule of major activity project action schedules:
Name: Fuda Color Films 5th Anniversary Press Conference Time: January-March 1993
D-90 draws up a summary of the press release accounting
D-85 date, preliminary analysis location and service items
D-80 completes the invitation list
D-70 determines the location and specific service items
D-60 organizes the company's relevant personnel to prepare a booklet introducing the company's strength and product characteristics.
D-50 design invitation
D-40 printing invitation
D-35 booklet compilation review completed delivery printing
D-30 Drafting company leadership speeches and preparing relevant materials
D-30 custom name card, news folder, signature book, etc.
D-30 fixed microphone, slide projector, in-site circuit, lighting and other facilities
D-25 Prints the company's relevant leadership speeches, and prepares relevant information about the company and products.
D-20 informs the invitation media department
D-15 began to broadcast news about the preparations for the press conference, notice
D-15 send invitation
D-10 design processing release conference venue
D-8 Check the feedback status of the invitation, important people should be invited again
D-5 Statistics on attendance at the conference, unified layout of the venue
D-2 Print press release press release, leader speaks news, prepares for publication
D-2 Preparation of all materials, introductory brochure
D-1 Review the facilities, layout and other preparations of the venue, all the appropriate names: Fuda service time for you: April to June 1993
A "March 8 International Women's Activities"
B "May Day International Labor Day"
In the main sales area of Fuda Color Film, we will set up a duty camera maintenance point, a photography knowledge consultation point, and carry out Fuda color roll product introduction activities.
Name: "Fuda Cup" '92 China International Tourism and Tourism Year Tourism Photography Knowledge Grand Prix Time: July to December 1993
D-6 test paper design, incentive method
D-5 prepares the review, analyzes the test papers, determines the test papers, and puts them into printing.
D-4 media broadcasts news, reports on matters related to this matter, and distributes papers
D-2 recycles the test paper, invites the review to review the draft, and draws up the list of winners.
D-1 announces the winners and holds awards
*Note: D-90 in the event indicates that it is 90 days away from the press conference, and so on. In the event, D-6 indicates that there are still 6 months from the final prize-winning activity, followed by analogy. Advertising strategy analysis of advertising competitors :
The domestic and foreign competitors of Fuda Color Films pay more attention to advertising. We can choose different advertising themes from Kodak, Fuji and AD to make a comparative analysis:
Kodak:
A: Mainly based on the high-tech and excellent quality of Kodak film, with high quality and high saturation color.
B. Advertising is mainly based on POP and magazine advertising. The main locations of POP are Kodak sales outlets, photo professional equipment stores and photo processing service points. The magazine advertisements use professional magazines as the main medium, such as "World Photography".
Fuji:
A. Fuji Color Film is also positioned with high quality and superior products.
B. Advertising is mainly based on POP, posters and magazine advertisements. Fujifilm POPs and posters are available in photographic equipment stores, photo studios, color expansion departments and sales outlets in major cities. Magazine advertisements also use professional magazines as the main medium, and the number is more than Kodak. The main magazines include "Popular Photography", "World Photography", "Chinese Photography" and so on.
C. Fuji Color Roll has no TV commercials in China.
A.D:
A. At this stage, AD's advertising strategy has entered the stage of commodity promotion, and the color roll is positioned as high-quality, using Fuji technology and raw materials to produce, domestic high-end color rolls. Advertising theme: "Time memory, AD charm."
B. From the perspective of media, advertising in AD is mainly based on print advertising, supplemented by TV advertising. The printed advertisements were created in two parts: posters and PO P, and created a unified image of the AD group and the accompanying product of the product “Colorful Rainbow”.
Advertising target:
The main target of Fuda Color Film is consumers aged 20-40, and there are about 300 million people in China. Advertising is broken down when selecting a target market:
The target of the family: mainly through the advertising appeal of "warm family, happy life" to select this object. In the family, the head of the household or the housewife is the main backbone. These people are more mature and rational, and their purchasing attitudes are mostly "sense" and "economic".
Targeting young men and women before the family: Most of these advertising targets have fixed income, young and lively, fashionable, romantic, modern, and the advertisements are mainly demanded by "good young, no regrets". The purchasing attitude of such objects is mostly "impulsive" and "casual".
Advertising ideas:
The advertising campaign of Fuda Color Film determines “Happy Life, Fuda Love” as the advertising slogan, that is, the advertising theme, focusing on emotional appeal to the target audience, to show that happy life can not be separated from Fuda color. Around this theme, the creative ideas of advertising campaigns are reflected in three aspects:
There are two TV commercials: one is a 30" CF and the other is a 15" CF.
A.30" CF creative mainly expresses the family's affection, takes the little girl as the main performance, uses the Fuda color roll as the medium, and uses the father and daughter's affection to render the customer group. The creative idea to be emphasized in the commercial is: use the little girl's innocence Cute, with "Niu Niu want to see Dad" as a psychological appeal, the photo of Niu Niu sent to Dad for the "father and daughter to meet" cute childish movements as the performance center of CF.
The B.15" CF is mainly based on deepening the impression of the customer group on the Fuda color roll. The idea is based on the combination of strong, modern music rhythm, flowing colors, vibrant young men and women and beautiful nature. Mainly to the customer group to jump, modern, stimulate the senses, in order to deepen the impression of this product.
Newspaper advertisements include newspaper advertisements and magazine advertisements. Newspaper advertisements are the mainstay, and magazine advertisements are supplemented. The advertisement content of the two is the same, only the media exchange. There are two ads:
A. Main title: "What is joy..."
Subtitle: Fuda Colors brings joy to the collection text: What is joy in the end? Joy is the first time that Xiaomei’s laughter is the big brother and his beautiful bride, or the joy of her mother’s tears, the grandmother’s story of the loving grandfather’s legend and the humor of her father. Mom often sighs that joy is just a fleeting moment. Today, mom said that joy is a sweet photo. Eternal is that Fuda film has put the joy of collecting this advertising idea mainly for the family, repeatedly emphasizing the Fuda color roll embodies Warmth, the joy of life, the beauty of life.
B. Main title: "No regrets in youth..."
Text: Don't ask us what our grief is. Our world flowers are always open to you. You see that the sky is so blue, the wind is so soft. We are really young and infinite, happy life, young and beautiful, Fuda makes us youthless. This advertisement is for unmarried youths, so the creative emphasizes the main theme of "good young, no regrets for youth", but the reason is because of the use of Fuda color.
*Note: Appearances of products will appear in TV commercials and newspaper advertisements. The design is based on the advertising slogan "Happy Life, Fuda Love", and the four basic colors of Fuda color packaging are the main means of expression. Innovative and eye-catching, highlighting the theme of Fuda Color Roll for the benefit of consumers:
Broadcast advertisement
Male: Ali, me, I...
Woman: What am I? If you have something to say.
M: I, I have Fuda...
Woman: What is Fuda?
Male: Fuda color film.
Woman: Hey, it’s Fuda film, good film.
M: Then, what do you promise?
Female: What should I promise?
M: Let's go on an outing.
Female: Good film, good weather, and excursions are good.
: Fuda Color Film, US Kodak patent, manufactured in Xiamen.
This radio advertisement is performed by young men and women. The idea emphasizes the theme of “good film, good weather, good outing” and emphasizes the name of “Fuda” five times in the advertisement to deepen the impression.
Creative strategy:
TV commercials: 30"CF and 15" CF
A.30"CF advertising theme: happy life, Fuda love.
Advertising time: 30 seconds of advertising concept: the screen design is based on the performance of little girls. The girl who missed her business trip abroad wanted to send a photo of Zhang Niu Niu to her father, in order to see her father and daughter meet as a simple plot. The lens connection should be natural, using a stacking method, the whole picture strives for warmth and beauty.
Shooting requirements: Light and shadow design is based on soft light. The color tone is mainly warm, and the lens connection is natural and stable. Indoor shooting should emphasize the brightness, softness and warmth of the light. The final subtitles "Happy Life, Fuda Love" and accompanying objects, fixed.
Actor requirements: With a little girl as a model, it is best to be starred by a child star with performance genius. The performance of the little girl should be innocent, cute, and partially precocious. The appearance should be quiet and lively, beautiful and beautiful. An adult male actor, mature, chic, cheerful, with a "father" image.
Music: Piano-based, slower, coherent and brisk. The whole music should be depressed in the advertisement, and it can basically be heard.
Venue: In the context of the home of a family in a modern city. Carpets, wall hangings, toys, sofas, small tables, small beds.
B.15"CF:
Advertising theme: Happy family, Fuda love.
Advertising time: 15 seconds of advertising concept: mainly with strong rhythm music, direct switching lens, the color flowing in the picture, jumping and dancing people to form a strong visual impact on the customer group. In the lower left corner of each lens, the product's accompaniment appears. The final picture is the beautiful nature and subtitles "Happy Life, Fuda Love".
Screen design: color flow, dancing men and women, and lens switching to match the music actor: large groups of young men and women, to have vitality, full of youthful vitality.
Music: Focus on strong rock music and replace narration with music.
場景：室外廣闊天地，要求不嚴。
廣播廣告：
廣告主題：“好膠捲，好天氣，郊遊好”
廣告時間：30秒播音要求：男女播員應體現略帶羞澀的歡快心情，聲音應親切、自然。旁白男音，應充滿激情，有誘惑力。
音樂要求：以輕快的音樂為主，較短而淺顯。
音響要求：無。
平面廣告：報紙廣告和雜誌廣告設計相同，共有兩個創作策略。
十、媒介戰略總的媒介組合以電視為主，報刊為輔，廣播作推廣；
各種媒介在單獨使用時都有重點期和保持期之分；
電視廣告以全國性電視台為主，打開知名度，以地方台為輔，進一步加深印象，促進宣傳；
報紙廣告主要以全國性報紙為主；
雜誌有專業雜誌和普通雜誌兩種區別，以專業雜誌為主；
廣播以全國性廣播為主，地方廣播只為占領較重要的市場點作更進一步的努力。
詳細見下表列：
表八：
媒介分類媒介分布地域媒價位置重點期保持期重點期保持期預算1月2月3月4月5月6月7月8月9月10月11月12月分項合計電視廣告CF中央電視台地方電視台18：302次2次112122212119新聞聯播8次68////86/// 36 19：3022233222322227 20：0024422334232334 20：3012122211211117 21：0044233223423335 21：302221/122222220 22：001/2/2121121114 18：30/////1//////1轉新聞聯播//////////// / 19：30232/1/12112116 20：0021/1/1//2///7 20：301/2////2211/921：002332212321/2 23 21：3011/////1////322：30//1/////////1 200次×1萬元
=20060次×15家×5000元
=450報紙廣告
NP全國性報紙地方報紙整版111////11///51/2版/1111111111/10 全版222////22///101/2版///4352//55428200雜誌廣告
MG專業雜誌普通雜誌全頁11111111111112半頁11111111111112全頁111//11111//8半頁11121111112114100廣播廣告中央人民廣播電台地方廣播電台7：001510126878121586712410：00845////65///28 12：001010866551012456 8714：00565////44///24 18：001015106657108686 9720：0045855658664365 22：008101275751010678 957：0021/1111211111310：001/1/////////212：00112/1//21///8 14：00///1////////118：00/21//1//1///520：00//1///1/1///322：0011//1//1111184010 廣告製作費：
TV advertisement
A.30＂CF：28萬元
B.15＂CF：20萬元廣播廣告：30＂：0.5萬元報刊廣告：兩個：1.5萬元公共關係活動預算福達彩卷投產五周年新聞發布會：50萬元福達為您服務活動：10萬元“福達杯”'92中國國際旅遊觀光年旅遊攝影知識大獎賽：50萬元十一、廣告文稿廣播廣告：
男：阿麗，我，我……
女：我什麼呀?有話就說嗎。
男：我，我有福達……
女：什麼福達呀?
男：福達彩色膠捲呀。
女：喔，是福達膠捲呀，好膠捲呀。
男：那，那你答應啦?
女：答應什麼呀?
男：咱們去郊遊呀。
女：好膠捲，好天氣，郊遊當然好啦。
男聲旁白，（親切響亮，有誘惑力)：福達彩色膠捲，美國柯達專利，廈門製造。
雜誌廣告電視廣告：CF文稿：30＂
女童聲獨白：“今天妞妞好想爸爸，特別特別想，爸爸怎么還不從國外回來呀?”
表演要求：小女孩抱著毛絨絨的動物玩具，大眼睛眨巴眨巴地，有點憂鬱，有些企盼。場景為女孩自己的小房間。
音樂：輕而悠揚的鋼琴聲。
女童聲獨白：“唉，還是看看爸爸的照片吧，我家的照片好多好多，全是用福達彩卷照的。妞妞有好多照片，千姿百態，全是爸爸照的。”
表演要求：女孩開始嘟著小嘴翻著厚厚的精緻的大相冊，表情開始轉向快活，作得意狀。鏡頭拉近，作特寫。
音樂：如前之鋼琴曲。
女童聲獨白：“哇，妞妞有主意啦。妞妞要寄張照片給爸爸，爸爸就能看見妞妞啦，爸爸也一定想妞妞。”
表演要求：女孩開始作沉思狀，然後表情變得興奮，拿起一張照片跑向小桌， 跪在沙發上在照片背後寫起字來，鏡頭推近，照片上字“爸爸，妞妞愛你”
音樂：鋼琴曲繼續女童聲獨白：“爸爸看見妞妞一定可高興啦，福達彩卷，爸爸喜歡，妞妞也喜歡… …”
表演要求：女孩睡在小床上，鏡頭推近，女孩甜甜笑臉和枕邊的航空信封。
音樂：鋼琴曲漸趨緩和男旁白：“歡樂生活，福達情深”
畫面設計：父親抱著女兒，女兒的手摟著父親的脖子，兩張快樂的笑臉。字幕“ 歡樂生活，福達情深”、“廈門福達感光材料有限公司”及陪附物。
音樂：停
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