The planner section has compiled a Cell Phone Marketing Plan for you. For more information on the planning book, you can visit the planning book section.
I. Foreword
The cell phone market has always been highly competitive, but was able to create many ? Miracle? words, today's cell phone market has been close to saturation, the cell phone industry is China's current degree of competition is one of the most intense industry. Excluding black phones, normal channels in the sale of cell phones there are thousands of models, rounds of price wars greatly compressed the cell phone industry participants (including manufacturers, channel operators, retailers) of the average profit, investors have long been included in the industry high-risk industry. To stand out in this market, grab market share in the classic battle can be difficult and difficult. In fact, we do not have to worry too much about the marketing of cell phones.
Second, the background
In recent years, China's communications industry is developing very rapidly, the growth of many communications companies is also very significant, it can be said that China's communications market is exceptionally active. As one of the communications field of the cell phone market, with the development of the overall communications industry, continues to heat up, cell phone communications sales grow rapidly, becoming one of the more important communications products in China's communications industry.
With the improvement of XXX people's living standards, the communication market is getting bigger and bigger, consumer purchases are also getting stronger and stronger, this is because communication has been a necessary aspect of people's lives, and at the same time, due to the large number of consumers, the rising level of purchasing power, as well as people's requirements for the continuous improvement of the standard of living, the cell phone as a fashionable product in the communication products, has been greatly sought after, so the cell phone market is the most popular. The market for cell phones is huge. In the face of the huge market space, other communication companies are ready to seize the cell phone market, have increased R & D efforts to accelerate the layout. The Chinese local communication companies are also very eager to occupy a place in the market.
China is not only a large producer of cell phones, but also a large country of cell phone users, the rapid increase in the production capacity of China's cell phone terminals is accompanied by a large-scale expansion of cell phone users. On the basis of the expanding scale of the domestic cell phone market, we also see that the concentration of the brand has increased dramatically, the international brands to increase the low-end market and bundled cell phone sales efforts, coupled with the continuous extension of high-end products, the current Apple, and Motorola, Apple, Sony Ericsson, the four major brands **** accounted for 68.4% of the market share, an increase of 8.9 percentage points over the same period last year.
But the domestic cell phone in the further development of the cell phone market is a great impact; with the domestic cell phone in technology research and development, product planning, product features, product quality, branding, channel innovation, after-sales service and other aspects of continuous adjustment, improvement, coupled with the strengthening of the government regulatory efforts, the domestic brand's market share in the continuous improvement. In addition? Black phone? With its low price, high degree of simulation, new product cycle is short, etc., constantly interfering with our Apple brand machine sales.
Third, the purpose of planning
1, to establish the image of the enterprise and high-end products, to introduce new products to consumers.
2, to enhance consumer understanding of Apple, enhance the visibility of the enterprise, reputation.
3, part of the product special low price, let consumers, while digesting inventory.
4, to expand market share, sniper competitors, to maintain the leading position.
Fourth, the market comprehensive analysis
1, the basic situation of the enterprise and the problems.
Apple is the global leader in mobile communications and has been the driving force behind the industry's continued development. Apple is committed to enriching people's lives and enhancing their productivity by providing practical and innovative products, including cell phones, images, games, media, and solutions for mobile network operators and enterprise users. Apple's stock is listed on five major global stock markets and has shareholders around the world. As the global leader in mobile communications, Apple's extensive experience with innovative, user-friendly and secure solutions makes it the world's leading provider of cell phones and one of the leading providers of mobile, fixed broadband and IP networks. By combining mobility with the Internet, Apple not only creates more business opportunities for companies, but also makes people's daily lives more colorful.
In China, Apple has two global R&D centers, offices across the country, and more than 45 million employees. All of Apple's major products have been locally manufactured in China, including Apple's latest cell phone products, base stations, base station controllers, mobile switching centers, access equipment, digital switching equipment, and digital multimedia terminals. Apple is the largest foreign exporter in China's mobile communications industry. Apple has been the top foreign exporter in China's communications industry for three consecutive years, with cumulative exports exceeding 6 billion euros. Apple's manufacturing bases in Beijing, Dongguan and Suzhou have been the mainstay of local exports and tax payments for several consecutive years. Apple is committed to long-term development in China and to being the best partner. With its innovative products and technologies, as well as its comprehensive end-to-end solutions, Apple has earned and strengthened its position as a leading supplier in the Chinese mobile communications market. Currently, Apple is working extensively and intensively with its Chinese partners to ****together lead the mobile era and contribute to the booming development of the communications industry in China. Apple is the leading cell phone manufacturer and preferred cell phone brand in China. Apple Mobile's strategic thinking is to enrich people's lives with branded mobile solutions. However, due to other communication companies frantically joining the competition, such as: Samsung, Sony Ericsson, Apple, HTC, domestic machines like Jinli, Lenovo, Daxian, Jinpeng, etc., and more importantly, at present, most of the imitation of Apple's cell phone cottage phones appear in China, with the appearance of imitation of Apple's models, but the quality is very unreliable, which misleads the consumers, and seriously affects Apple's sales performance and reduces the company's reputation, making the company's reputation lowered, which makes the company more and more popular. It also seriously affected Apple's sales performance and lowered the company's reputation, which made the company's sales volume greatly reduced year-on-year. So for these problems, it is necessary to do this New Year's Day promotion.
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2, market environment analysis
In recent years, China's communications industry is developing very rapidly, the growth of many communications companies is also very significant, it can be said that China's communications market is exceptionally active. XXX as a field of communications in one of the cell phone market, along with the overall development of the communications industry, continued to heat up, mobile phone sales rapidly growing. The temperature rises, cell phone communication sales rapidly long, become XXX communication industry more important communication products.
Apple in the cell phone industry? The core values, that is, employee-oriented, customer-oriented corporate values, it is completely beyond national boundaries, beyond business, into the hearts of people, nothing can move people's hearts, will make the enterprise more permanent, which is Apple's competitive advantage in the cell phone industry, which allows companies to be more persistent innovation and development of the market.
1, product: segmentation of products, full coverage, tightly focused on two levels. Advantages: from high-end to low-end, full coverage of all segments of the market, to increase market share, to prevent rivals from a certain segment of the market cut, focusing on the ? Two levels? are high-end smart product users and young people-oriented fashionable and affordable users.
2, price: low and medium prices for share, high prices to create profits tree brand. By moving the market price centerline down significantly, hindering other low-priced brands? The company's main goal is to provide the best possible service to its customers. The marketing strategy, it is difficult to pry open the market gap.
3, the channel. Direct supply + FD? access mode. Advantages: wide channel coverage, downward extension of the effect is significant, the market at all levels of the target retail store occupancy rate, the main push rate is higher.
4, promotion. Unified promotion, scale publicity.
3, market situation analysis.
In the Apple cell phone market consumer structure, to 17 ~ 30 years old age group of young consumers. Especially the current student consumer group is more. Another is some white-collar class office workers. In the concept of these consumers, Apple represents a kind of fashion, popularity, trend, and the quality of Apple cell phone, the price can let consumers accept, so widely praised.
(1) Competitor Analysis
The main competitor in the domestic market is Motorola. Motorola has a good company business philosophy, and its company model and the speed of product updates have brought a lot of pressure to Apple. The company's strategy is mainly product differentiation, price war, segmentation of the consumer market and so on. To the enterprise has brought the impact of sales performance.
In the Chinese mainland market, the main competitors of Apple's cell phone are Sony Ericsson, Motorola, Apple, Dopod and so on. However, the cell phone market share is still high at the moment.
(2) The main factors affecting consumer purchasing behavior
2.1 Cultural factors:
In XXX is the birthplace and gathering place of Han culture, the city is divided into five districts, with a population of 1.96 million people, but there are different classes of people, roughly, there are: rich, wealthy, well-off, well-to-do, poor. Among them, the well-off and well-to-do still occupy a large part of the proportion, and this is the main object of enterprise sales, and even in the same class of people, due to the economic situation, values, life background, education level is similar, its habits, consumption level, consumption content, interest and behavior are similar, and even on certain commodities, brands, stores, leisure activities, communication media, etc. have **** with the same preferences, which will invariably have a negative impact on the consumption of people. This will invariably have a certain impact on the purchase behavior of consumption.
2.2, social factors
In daily communication, a person or a group of people's buying attitudes, opinions and values will affect another person or group of people in life at any time by a variety of related groups of people, and each person in which they play their respective roles, have their own status, and the roles and status of different groups of people in a strong low impact on a person's Purchasing behavior. The closer the interaction, the more effective the interaction process, and the more respect the individual has for the group, the greater the influence of the related group on the individual's purchase choice. The family is one of the most important related groups and is again a unit of consumption and purchasing decisions. Similarly, college students are also part of the main force of the purchase, in XXX there are 11 colleges and universities such as China University of Mining and Technology, XXX Normal University, XXX Medical College, and so on, and there are more than 100,000 students enrolled in ordinary colleges and universities, and college students' demand for cell phones is even more increasing.
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2.3, other factors
Due to physiological and psychological differences, different genders of consumers' desires, consumption composition and purchasing habits are also different. Consumers with different levels of education differ in their rationality and aesthetic ability to buy cell phones and in their decision-making process. Consumers with different occupations have different consumption composition and purchasing habits due to different living and working conditions. Consumers of different ages have different desires, interests and hobbies, and the types and styles of goods they buy or consume are also different.
According to the survey, we found that 95.2% of the people we surveyed already have a cell phone, and 33.3% of people with Apple phones, indicating that Apple's market share is still relatively leading, but it can also be seen that the share of Motorola and Apple as well as domestic cell phones are gradually increasing. In the survey, we found that overall cell phone users are more satisfied with Apple's cell phone, on the one hand, it shows that people recognize the cell phone, on the other hand, it also shows that people's loyalty to this brand. When many people buy a cell phone, they first focus on price and brand, followed by quality and features. What is easy to ignore is the standby time and weight. Consumers generally believe that Apple's cell phones are of good quality, with accurate market positioning, stylish appearance, and suitable models for fashionable young people, business people, the elderly and white-collar ladies. But from those who did not buy the Apple cell phone crowd survey found that they generally believe that the shortcomings of the Apple cell phone is a little higher price, not enough novelty and variety of styles, the machine reflects the slow, standby is not long enough and other reasons, especially in the lack of choice of models in the female youth.
2.4 Countermeasures
To summarize the above problems, we believe that Apple should design more novel models in terms of appearance, such as folding, rotating, and ultra-thin. In terms of function, optimize the Symbian system to make the machine run faster and more comprehensive. In terms of marketing, it should not only focus on business people and working class, but also pay more attention to the student market. Secondly, you can do more activities appropriately, launch a part of the low-profit cell phone, to achieve the expansion of market share.
4, the main conclusions.
The cell phone market is extremely competitive, international brands, domestic brands, overcapacity, short product life cycle, rapid upgrading and replacement, so appropriate promotions are necessary.
V. Marketing strategy
1, market segmentation
First of all, according to the different grades of the consumer population, subdivided into consumer groups and find the appropriate series of cell phones to meet different needs. For example, the target audience of 3 and 5 models of cell phones is positioned in the pursuit of popularity and entertainment, but the economic ability of young people is limited. 6 models of cell phones emphasize the business function of cell phones, while 8 cell phones are aimed at the target group of taste, the pursuit of quality of life and a certain economic status.
2. Target Markets
Another experience of Apple is that after its transformation, it initiated a campaign named? Apple Theme Park? In the early 1990s, mobile telephony was still a relatively new term for European consumers, and Apple's market recognition as a mobile communications brand was almost zero at the time. It all started with brand awareness. After a series of market surveys, the company decided to target consumers between the ages of 18 and 45, including business leaders and decision makers, existing consumers and future consumers? European youth. The focus of the advertising campaign was to emphasize that although the Apple cell phone is a new, trendy, high-quality, high-tech product, it is easy to use and convenient for people to stay in touch anytime, anywhere. The advertising media used were TV, radio, magazines, newspapers, and the Internet, adopting an all-around, multi-faceted advertising and media integration strategy. At the same time, the media focus on the most extensive audience contact, the most vivid expression of the brand culture, show the most image of the product intuitive television media. To not be limited to a certain function of the product but is committed to creating a brand culture and artistic atmosphere of the brand publicity style, so that Apple's brand culture in the advertising campaign deposited more and more deep, so as to form its unique and heavy brand connotation.
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3, product positioning
low-priced cell phone to attract consumers, to high-priced cell phone to improve brand awareness. Specific low-priced cell phones can refer to the cell phone below 1000 yuan, while the high price refers to more than 2500 yuan.
Six, the activity program
(a) Activity time:
January 1, 2011
(b) Activity location:
XXX City Palace of Culture, the state network cell phone stores and stage performances.
(C) Activity mode:
The implementation of the counter cell phone display, group purchase concessions, roadshow outside the store, the distribution of flyers, interactive games combined.
(D) the theme of the event:
New Year's Day promotions.
(V) outdoor booth layout
1, terminal stores street layout:
In the State Network cell phone stores across the street at intervals of 80 meters, the height of 3.5 meters hanging banners (each banner slogan are different), a *** three banners.
2, stage setup:
Set 1 meter high, 4.5 meters long, 2.5 meters wide platform, with a red carpet.
The background is 4.5 meters long and 2 meters wide.
The top line reads: Apple cell phone a true return to the people of XXX city!
The bottom line reads: "The big prize is waiting for you to get" (the word "prize" is written in a larger size and in a different font)
Three stereos are placed on the left and right side of the stage
The box of TVs, rice cookers, etc. are placed in front of the stage and pulled by a rope at a height of 2 meters (so as not to be windy, and the boxes are blown over and smashed into the crowd), and the word "prize" is affixed to the box.
In front of the stage in the set of a gas model
3, the counter set:
Counter and the stage distance of 8 meters, with 12 glass counters surrounded by a square
Counter in the room of a wooden tripod height of 2.5 meters, used to stick posters
Real machine on the counter
Counter put the model, the model placed under the corresponding flyers!
Cell phones on the counter should be placed according to price
A sun umbrella is installed next to each counter (to prevent sudden changes in the weather from affecting the machine and sales staff and consumers)
Two salespersons at each counter
(F) Personnel Selection
1. Selection of Stage Personnel
Students studying art as the main performers, the band should also have a sunny atmosphere. The band should also have a sunshine gas, dynamic, so that the rate of attention is high, can better attract consumers and retain consumers. The host should choose to have a sense of humor, can be active on the scene, and then choose some temporary workers to do some trivial things.
2, the choice of sales staff
Sales experience, and generous and enthusiastic service attitude, to have the flexibility to adapt.
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(7) the flow of activities
(9.30 am?11.30 am)
time activities
9.30-9.35 (opening) Dance Show 1 - Belly Dance
9.35-9.40 Host activity introduction
9.40-9.45 Mobile Phone Show Round 1 (Model Show)9.45-9.55 Moderator's introduction and Q&A1
9.55-10.10 Interactive Game 1
10.10-10.15 Dance Performance 2- Hot Dance
10.15-10.20 Mobile Phone Show Round 2 (Model Show)
9.30-9.35 (Opening) Dance Performance 1- Belly Dance
9.35-9.40-9.40 Moderator's introduction
9.35-9.40-9.40 Mobile Phone Show Round 2 (Model Show)10.20-10.30 Host activity introduction and on-site Q&A2
10.30-10.45 Interactive game2
10.45-10.50 Dance performance3-Tango
10.50-10.55 Third round of cell phone show (model show)
10.55-10.55 Mobile phone show (model show)
10.55-10.55 Mobile phone show (model show)
10.55-10.55 Mobile phone show (model show)
10.50-10.55 Mobile phone show (model show)
10.55-11.05 Host activity introduction and on-site quiz3
11.05-11.25 Interactive games3
11.25-11.30 Host activity introduction and preview of the next activity
Afternoon: 14:00-16:00
14.00-14.05 (Opening) Dance Performance 1 - Dynamic Hot Dance
14.05-14.10 Host Activity Introduction
14.10-14.15 Mobile Phone Show Round 1 (Model Show)
14.15-14.25 Host Activity Introduction & On-site Prize Q&A1
14.25-14.45 Interactive Game 1
14.45-14.50 Mobile Phone Show Round 2 (Model Show)
14.50-15.0 Moderator's introduction and Q&A2
15.00-15.20 Interactive Game2
15.20-15.25 Dance Performance - Tango
15.25-15.30 Mobile Phone Show Round 3 (Model Show)
15.30-15.40 Moderator's Introduction and Quiz3
15.40-15.55 Interactive Game3
15.55-16.0 Moderator's Summary and Curtain Call
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(H) Activity content
Roadshow mode: stage interpretation: dynamic hot dance, tango dance, belly dance
Product display: product live display, on-site promotions, modeling product show, etiquette product promotion
Interactive games: on-site question and answer session, game - colorful T-shirt, game - I love apple, game - Apple OVI, game - happy combination? Happy?
Stage interpretation: the roadshow site stage interpretation area will have three distinctive performances, three dance performances as the signature of each roadshow event main content: respectively, dynamic hot dance, tango dance and belly dance. Dynamic hot dance youth unlimited, can drive the scene atmosphere;
Tango dance unique, can attract passers-by to promote foot viewing; belly dance exotic flavor, can converge popularity.
Product display: the roadshow site will have a model show, when the beautiful, the model will show the charm of the Apple phone style. Main models: N97MINE, C7, X3-02, C5-03, 5800I, 6700C, 8800CA,
Interactive game 1: painted T-shirt contest:
Prepare a white T-shirt and a number of colored paint:
The host of the scene to invite the audience on stage in the white T-shirt on the screen, painted, by the etiquette or the model to the After the painting, the ceremonies or models will show the colorful T-shirts on the spot and randomly invite the audience to do the evaluation. The finished works will be displayed in the stage area by the audience to view and evaluate. Participants can get participation prizes, and the participants who get the highest evaluation from the audience can get exquisite gifts.
Interactive game 2: I love apples:
The host site to invite 5 for the guests to the stage, hosted together to participate in the game;
By the host to start counting 1, 2, 3, 4, 5, anyone who counts to 3 or multiples of 3, can not report the number, but to quickly say a ? I love apples. , followed by counting down the numbers one after the other. If the person who counts to 3 or a multiple of 3 reports the number directly or doesn't say "I love apples" quickly, then he/she is eliminated from the game and exits the game until there are only two game participants left and the game ends. The winner of the game will get a beautiful gift, the game participants will also get to participate in the prizes.
Interactive game 3: Apple OVI game:
? Prepare 10 cards in advance, each card is written on a task, listed as ? Please name 6 Apple cell phone models? Please invite a woman (man) to the stage and say to her (him) ? Honey, let's use an Apple phone together! Please take a minute to tell us what you want to do with your Apple cell phone. Please spend one minute to tell the advantages of Apple cell phone? etc. The host invited the audience on stage to participate in Apple OVI activities, the audience to participate in the game from the hands of the host of the ten cards, randomly selected a card, there is a host to announce the OVI task, the participants to complete the task is about to challenge the success. For the successful challenger to give a beautiful gift, the game participants to participate in the prizes.
Interactive game 4: happy combination? Happy?
The host invited 8 guests (4 men and 4 women) to the stage, in which the male representative of the dollar RMB, the girl on behalf of the 5 cents RMB. The host randomly shouts out a RMB number, such as 2.5 yuan, then the participants in the game quickly look for partners to form 2.5 (2 men and 1 woman, 1 man and 3 women), and those who do not have a successful combination will be eliminated. The game can first try to play 2 times, after the official start of the game, until only 2 players left, then a group of games end. The winner of the game will receive a small gift, and the participants of the game will also receive participation prizes.
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Interactive game 5: head to head to pass the word:
Prepare a longer and relatively tongue-twisting words, (such as: a person is a person two people are being three people are people four people ask you, a little bit of no two points is the ice three-point style clear four points point point five points ask you?) Each group of games requires 10 people, each district respectively send a representative on stage to play once.
Rules of the game: each group must have a person first very familiar with the passage, completely familiar with the game before starting. In the stipulated time through the way of cross-eared from the first to the last person, and then by the last person will read out what he heard, and then finally announced by the host of the original words. The group with the fewest mistakes or the right answer wins. (Keywords: relaxed, cheerful)
Interactive Game 6: Together **** bitter & Idioms Solitaire:
Prepare two large newspapers on the center of the stage, the scene to invite two men and two women to the stage, a man and a woman for a group, two people must be standing in the newspaper. The host first said an idiom, such as wearing a star in the moon, and then two groups of men and women began to take turns to catch idioms, the first word of idioms must be the last word spoken by a person in front of the last word, for example, to catch the moon dark and windy; if one group can not catch idioms, or not according to the rules of the idioms, will be the group of newspapers folded until the newspaper area is getting smaller and smaller, the two people can not stand until the counting of failures, the other group is the winner! The other group will win. (Keywords: solidarity, active atmosphere)
(IX) promotional activities:
1, buy and give (until delivery)
Where in the designated location to buy a cell phone will be able to get the gifts we provide for consumers. According to different prices to send different gifts, gifts are mainly the following:
1, the purchase of any one of the cell phone to send an Apple calendar.
2, the purchase of the promotion of those Apple phones will be given a special Apple phone film.
3, the purchase of the recommended new phone to send the original battery.
4, the purchase of its Apple's high-end cell phone to send headset pulse and the original battery each one.
2, a low and low
Part of the product to reduce the price of sales, mainly for the handling of inventory models or best-selling models, the price of new products generally should not be reduced sales.
3, lottery promotions
Let the customer in the purchase of goods can participate in the store held a lottery, win prizes. Take the full winning way, although also divided into several levels of prizes, but as long as you participate, you will get a big or small prizes. Winning prizes for all employees is attractive and effective. Can be divided into different divisions from the grand prize to the sixth prize, set the grand prize for a bicycle; first prize for the microwave oven 2, the second prize for the kettle 4, the third prize for the umbrella 10, the fourth prize for the headset 20, the fifth prize for the calendar 50, the sixth prize for the cell phone lanyard 60
4, group purchase discount
Group purchase is the customer to buy a number of cell phones or a number of customers to jointly purchase When more than one cell phone, to give a certain amount of preferential promotional activities, which can attract customers to choose the product, customers generally have a kind of? Buy to earn? The psychological, so that they feel that the value for money, thus increasing the sales of cell phones.
(X) promotional propaganda
1, prior arrangements for personnel to send flyers in the place where the flow of people is relatively large, mainly concentrated in the main streets and Gupeng Square.
2, on-site banners, posters and POP publicity.
3, arrange for some people to do signboard advertising
VII, the promotional budget:
1, flyers 10 people, *** two days, each person 50 yuan per day, *** counting 1,000 yuan
2, the temporary sales staff of 40 people, *** one day, each person 50 yuan per day, *** counting 2,000 yuan
3, 12 glass counters Each counter 320 yuan, *** count 3840 yuan
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4, the purchase of umbrellas *** count 1500 yuan
5, the cost of the venue *** count 5000 yuan
6, the cost of buying gifts: 5000 yuan
7, banners 50*3=150RMB
8, Leaflet 0.1*10000=1000RMB
9, Cost of free delivery of gifts: 500RMB
10, Salary of performers: 2000RMB
11, Rental of sound equipment: 5000RMB
12, Cost of site decoration: 500RMB
13, Other costs 2000 yuan
***Total: 29,490 yuan
XI, Notes
1, before the event, the recruitment of staff and simple training, promotional venues, booking, communication and coordination with other departments, the budget application of funds, on-site security issues, the length of time and the point of time.
2, activities to ensure that the atmosphere of the venue is active, the sales of the store with.
3, after the event, the evaluation of the event, the event profit and loss analysis, intangible benefit analysis, if the promotional effect is obvious with the help of the later holidays to promote again.
XII, after-sales service
Consumers in the promotional period to buy a cell phone and the usual purchase of cell phones to enjoy the same after-sales service:
(1) found within a week of the phone has a problem can be purchased in the cell phone stores for a new
(2) warranty is still one year, there are Apple's repair points throughout the country
(3) If you have any questions, you can call 4008 800123, or you can log on to Apple's official website to consult, the website address is: www.nokia.com.cn/careline
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I'm not sure if you're going to be able to get the best out of your phone.