Standard color: RGB 43, 79, 212 CMYK 93, 67, 0, 0
Combination of the logo and standard word:
Publicity slogan ------ XX in love, holding each other
Let the world know that we are a pair
3.2 BIS Planning
3.2.1 Employee Social Behavior
(a) Employee Grooming.
In corporate behavior, the employee's every word and action represents the image of the company. xx's corporate image positioning: to serve the community, improve the quality of life of the public as its responsibility, to create a new brand in the new era. In this image positioning, staff grooming must focus on:
1 Living. In order to seek the **** same point with the public, so that people are easy to get close to.
2 Tasteful. In the living on the basis of highlighting XX people's aesthetic taste.
(ii) Staff language.
China is a state of etiquette, the standardization of daily language is an important part of the CIS behavioral identification system, therefore, the promotion of standard language is an important work of the heads of departments, the promotion of the initial period, and even must be linked to the bonus.
(iii) External behavior of employees.
1 Employees' behavior is in line with legal guidelines.
2 Employee behavior in line with ethical standards.
3 Initiative to give love and help others.
3.2.2 XX Window Code of Conduct
XX Group Co., Ltd. is responsible for the external reception of the departments collectively referred to as the "window", such as the Group Office, Direct Marketing, Sales Department, telephone switchboard, guest house, restaurant and other foreign departments. The specific behavior of these departments:
1 enthusiasm. Enthusiasm reflects the XX people to every customer, friends, respect, reflecting the XX people sincere nature.
2 Attention to every detail. Details can best reflect the professional quality and professional training, but also XX people care about customers, care about the concentrated expression of friends.
3 Reflect the spirit of the times. Guests, the arrival of friends, try to adopt a simple form, the materialization of small reception, do not advocate waste.
Each specific department based on the actual situation to develop a practical code of conduct guidelines, and become part of the work assessment.
2.3 Advertising activities of the norm
XX's corporate information, product information through the paid media to the public dissemination of all behavior collectively referred to as advertising activities. Advertising activities have a broad and narrow distinction, narrow advertising activities refers to advertising design, production, release, feedback and a series of activities; broadly refers to a planned, organized, phased, according to the theme of a series of advertising campaigns. Here, we emphasize the advertising activities in the broad sense.
1 The professionalism of advertising is irreplaceable. Advertising has a strong professionalism, involving design, production, feedback and media selection and other specific disciplines, therefore, the future advertising campaign should be a professional advertising organization to conduct inquiries, media selection and media research, in order to avoid unscientific decision-making brought about by the waste of advertising costs.
2 The authority of fixed elements in advertising. Such as advertising slogan, corporate logo, standard colors, standard fonts, etc., must be strictly in accordance with the provisions of the VI manual for the application, not because of personal preferences for arbitrary changes.
3 The art of advertising. Advertising to achieve the purpose of communication, must have art. Art is a technique to achieve the purpose of advertising.
4 The life of advertising activities. Advertising can not be separated from life, left the life, also left the consumer.
5 The coherence of advertising activities. XX style is elegant, bold, then, all advertising activities must be linked into a whole, and has been maintained.
The above is the basic principle of CIS behavioral recognition system, the relevant system and assessment regulations by the relevant departments on the basis of the original system for revision.
3.3 MIS Planning
Social-oriented, market-oriented, customer-oriented ------- make our company become the first choice for young couples to consume communication products, driving the rapid and efficient development of the subsidiary industry chain.
Differentiated strategic thinking ------- high starting point, high grade, high intention
Non-confrontational thinking ------- competitors are obviously in a strong position, do not do a frontal attack; it is best to quickly and sharply rushed out of the competitive range, into the free state of non-competitive gravitational force, or into the safe zone beyond the range distance.
Continuous promotion of CIS strategy ----- according to the development of enterprises to make continuous adjustments, with a view to maintaining a high degree of attunement with the community and the market, CIS without end.
Corporate Image Positioning ------- High-tech, humanized, young and lively, trustworthy
Corporate Philosophical Ideology ------- Customers are honored, the market is the first, and talents are the source.
Enterprise creed ------- honesty, hard work, dedication, innovation
Enterprise business policy ------- high grade, big brand, the first choice of communication equipment
Enterprise spirit and corporate slogan ------- challenge themselves, beyond the ordinary; XX technology, a single-minded enterprise business direction
4. Planning Background Analysis
4.1 The market background of the couple's cell phone
Young lovers give each other gifts to express their love has become a common thing in life, but it is this common thing but let the people who love each other quite a lot of brainstorming. Urban couples will always be in the following days before the arrival of the worry - Valentine's Day, wedding anniversary, lover's birthday, anniversary of acquaintance, love anniversary and so on. "It's practical and boring to give wallets, clothes, ties, belts, lighters, watches, jewelry and the like. Especially when all these gifts have been sent over a round of time, when the boat of feelings gradually sails into the wave-free waters, we always look forward to a very warm and thoughtful gift to rekindle the passion of love." Nowadays, young men and women speak out a similar voice. That's when we launched the XX brand couples cell phone, so that fashion lovers who want to express their feelings have more space to choose.
4.2 Couple of cell phone market situation
The first to be consistent on the name of the couple of machine is Panasonic's GD92 and GD93. both functions are similar, but the appearance of a gentle, a handsome, with a really appropriate. It is a pair of young and old.
The first folding couple of cell phones is Samsung's A288 and A388 (A300). Samsung A288 with the name of the first dual-screen phone was very popular with women, whether it is a school girl or has experienced a number of frosty aunt, are proud to hold such a small and exquisite Samsung cell phone. Hanging the A288 on your chest will always attract a number of envious glances.A388 is much larger than the A288 in appearance, and the inner screen is also "more dignified". Its angular shape and the A288 kind of small rounded style to form a distinctive difference in the direction of the family name. It is exactly in line with the positioning of big men and small women. It was popular in 2000-2001. It is the most suitable pair for white-collar lovers.
The new couple of models is LG in the CDMA platform launched the 8180 and 8188 this pair of machines. 8180 style and the girl in the advertisement picture is really too match, the overall streamlined shape and OLED cold monochrome screen in the night is definitely the capital to show off to the people. Although it is a lady's model, but the function is still very powerful. 8188 is a little later in the market, the front panel adopts a large area of black coverage, inlaid with three color light OLED external screen gives people a feeling of quite exquisite and noble. The overall shape is also relative to 8180 and a lot of straight lines, looks very atmospheric, boys holding in the hand is really shaped and stylish. It is the best match for fashionable men and women.
4.4 SWOT analysis of the couple's mobile phone
According to the international authoritative market research company IC Insights announced the ranking of the world's top ten cell phone manufacturers, Waveguide, as the only Chinese cell phone company selected, among the world's top eight, and TCL-Alcatel, Lenovo, Xiaxin, Haier, etc. rankings are not in the top ten, that is to say, China's cell phone companies Currently, they can only hover in the third camp of the global cell phone companies, and are the supporting role of the global cell phone industry, because the total share of Chinese cell phone companies in the world is less than 13%. In the face of fierce market competition, a SWOT analysis of the Company's cell phone may give you a clear and objective understanding of the future development of the Company's cell phone.
Strengths
This cell phone belongs to the domestic cell phone, so it is more familiar with the domestic market; the domestic machine cell phone
has a good channel in the country; the domestic machine cell phone has some comparative advantages in terms of labor cost and so on.
Couple cell phones are recognized by young people.
The product features are distinctive and the market segmentation is reasonable.
The cell phone has many distinctive features:
1. A cell phone has two numbers, one of which is the number that comes with the cell phone when you buy it. You can use it as soon as you buy it. (The other one comes with the phone)
2. Both numbers can be used at the same time. The phone comes with a number that is charged at the normal call rate, while the other number is charged in a different way, which is based on your usual call rate.
3. Bring your own cell phone number can only be used with your own couple. Two people with the same two cell phones talk on their specific numbers. Couples can choose their own number when purchasing.
4. Couples' cell phones are specially made for couples. You just have to say what you want, we can meet your needs. We will be loyal to serve all lovers in the world.
5. Some of the functions of the phone can also be more according to the need to add their own. You can realize the function and appearance of DIY, to meet the personalized needs of different consumers.
The product is absolutely fair in terms of price
Second, Weaknesses (disadvantages)
The product lacks a good brand effect
The product's customer base is relatively small, mainly for young people or student couples
The product's competitors are more, with a variety of brands of cell phones at home and abroad
The product's sales method is relatively single, and currently can only use the more traditional way of selling mobile phones. Comparison of a single, can only be used in a more traditional way
Customers know too little about the product, lack of awareness, the need for a full range of advertising investment
Third, Opportunity (Opportunity)
Couple cell phone is a new industry in the cell phone market, with a lot of space for development and potential
Products have a high quality and perfect Design
We are a young, professional, harmonious and efficient team
With our own product development organization and a large marketing network, we have a deep understanding of the domestic cell phone trends
In order to grasp the opportunity of the development of the cell phone industry, the company has formulated a series of expansion plans to lead the Chinese cell phone industry to a new round of revolution with high-quality products and unique marketing methods
Couple cell phone is a new industry in the cell phone market with great potential for development. Threaten
Domestic and foreign countries continue to appear many new products, crowding out the market
The financial crisis has led to a decrease in consumer desire to consume, and people are becoming more and more practical in their consumption
Now more young people tend to consume branded products and no longer pay attention to the appearance of the
The cost of a variety of consumer goods tends to decline, because the cost of manufacturing is not as high as it should be
Costs of many consumer goods tend to decline, due to the fact that the cost of manufacturing is not as high as the price of the product. The cost of many consumer goods has tended to fall due to a reduction in the cost of manufacturing into the main reason for the reduction in the cost of manufacturing is the outsourcing of production to low-cost regions of the world. This has led to price competition and in some areas deflation. Malignant price competition is a threat.
4.5 Marketing Strategy of Couple's Cell Phone
4.5.1 Product Strategy
Adopting the strategy of centralization, the enterprise concentrates on the production and sale of only XX which is a brand of couple's cell phone with different models, and puts a large number of them in the target market to satisfy the consumer's demand, so as to enlarge the market share and to make out its own brand.
1) Product positioning. Make the cell phone become suitable for post-80's couples and lovers to use the middle and high-end products
2) Product quality function program. Strictly guarantee the quality of the product, to put an end to the phenomenon of substandard products and fake products in the market. Guarantee that as long as the warranty period of non-man-made damage, can be returned to the various points of sale, and can be free of charge at the maintenance point of repair.
3) product brand. We can post billboards or issue questionnaires in places where couples often appear, such as movie theaters, parks, playgrounds and college campuses, and can also give couples some couples with XX trademark couples set of cups, cell phone pendants, environmental protection bags, and other gifts, so that more consumers know XX the brand of this couple of cell phones.
4) Product packaging. Packaging as the first impression of the product to consumers, in each region using a unified packaging, but the packaging must be eye-catching, vivid, so that consumers are impressed, just like the packaging of Coca-Cola. Can be attached to the package with some printed product trademarks of the cell phone pendant, cell phone protection film, etc. as a small gift to the buyer.
5) product service. In the sales process to do 5S: Smile (smile), Speed (fast), Standared (standard), Sincere (sincerity), Satisfy (satisfaction)
In the after-sales to do 4A: All free service (all free service), All life service (full service), All round the clock (round-the-clock service), All life service (full service), All life service (full service), All life service (full service), All life service (full service), All life service (full service), All life service (full service), All life service (full service), All life service (full service). round the clock (all-weather service), All round China (national service), At most one day (one day service).
4.5.2 Price Strategy
The unified market retail price of 1338 yuan.
1, to the consumer price of 1338 yuan, with promotional activities with gifts.
2, to the channel members: 8% concessions, the price of 1231 yuan. If the channel members to achieve sales targets, return 2 points to encourage.
4.5.3 Channel Strategy
At present, cell phone stores and home appliance chains (such as Gome, Suning, etc.) These two sales models account for the majority of consumers, so we can take the above two channels as the main model.
1) In the cell phone store to set up our display cabinets, there are people selling, wearing the uniform we provide, responsible for professional training, the implementation of the commission system (sales of a mention of 2 points).
Shop: because like this kind of stores are concentrated in the city center area, so you can store with the same number, 100 units per chain system, our stores can increase or decrease the store according to the situation.
2) the establishment of the chain and the way of laying goods: and cell phone hypermarkets like the establishment of their own special counters, by our sales representatives sales, promotional staff commission as above.
Shop: in the city center busy street into the store.
4.5.4 Promotional Strategy (Love Letter Contest)
We can carry out a love letter contest to promote our couple of mobile phones
Publicly solicited love letters, where the age of 16 to 25 years of age of men and women can participate in the young people, each love letter to the limit of 500 words, the participants at the same time should be explained to the "XX couple of cell phones The participants should also state their feelings about "XX couple's cell phone". For the harvest of love letters, weekly selection, selected a few selected works. A famous writer will be invited to select one of these pieces as a masterpiece. Selected writers will receive a cell phone pendant or weekly ring with the "XX Couple's Cell Phone" logo on it, and their works will be broadcast on the radio program of FM126.8 Women's and Children's Channel. Two pieces will be broadcast every night, with I love you more as the theme song of the program.
The campaign began with an advertisement in the newspaper. The picture to "a small bridge, the bridge stood a pair of face to face wearing a couple of clothing couples, in the two on the top of the drawing of a large heart, the heart of the four words written on the "love letter contest", to explain to the readers of the content of this activity, and at the same time the use of radio to do a preview of the report. 10 days later, the selected love letter Ten days later, the selected love letters were broadcast. The use of "Chutian Metropolis Daily" "Wuhan Evening News" published on a regular basis, the best love letters, complement each other.
4.6 Couple of cell phone service
4.6.1 focus on service to love to stay
Couple of cell phones is to seize the couple seeking to witness, like the psychological characteristics of the pairs, the target locks this group, the development of a unique connotation. This consumer group has a large number of consumption habits and laws are more obvious, and not too stingy to spend money. Therefore, we must continue to enrich and enrich their cell phone type, and constantly explore new selling points and new products.
4.6.2 Emotional publicity
Couple of cell phone customers are a pair of sweet lovers, the moment you step into the store, everyone's heart is full of love. We sell not only cell phones and emotions, communication with customers is very important.
Our business is more focused on the word "love", so the publicity is also from the word "love". For example, to do a witness wall, the couple's name and photo posted on it, to see how many pairs finally married. For example, for couples who buy a couple's cell phone in our store, we can give couples items, such as two irregularly shaped cups, combined into a heart, the cups are also printed with the couple's photo; two identical cell phone pendants or keychains, together is also a heart; onyx heart pendant, a hollow, a solid, in fact, they are concentric pendants; two pairs of resin chopsticks of different colors with two delicate mandarin ducks chopstick tray; couple gloves consisting of two single and one conjoined gloves and so on.
4.6.3 Provide warm service
At present, the main consumer of the couple's products is a young woman between the ages of 25 and 35, who is often a repeat customer, and some one-time consumption of four or five hundred yuan, to buy a lot of furnishings, kitchen utensils and other goods. Obviously, women prefer to run their own and their lover's cozy little nest, and there is no shortage of customers to borrow gifts to express their feelings of young people. In order to provide a more personalized service, we can implement a membership system in the store, and on the Internet to help members who are worried about gift-giving during the holiday season. In addition, membership should not be limited to simple activities such as discounts and gifts, but should be expanded to serve more aspects of couples' lives. For example, the couple members to convene, organizing outings; for couples to set up a forum to promote understanding and communication; couples quarrel, to help coordinate the communication; or know each other in love with the anniversary of the arrival, to help plan a romantic date and so on.
5. Planning program and description
5.1 Overall objectives
(1) to enhance the brand awareness of XX couple's cell phone;
(2) to promote the brand concept of XX couple's cell phone;
(3) to expand the market share of XX couple's cell phone;
(4) to strengthen the consumer affinity of XX couple's cell phone.
Initial stage:
(1) Strengthen and expand the popularity and recognition of XX couple cell phone as far as the brand is concerned;
(2) Shape the image of the company and enhance the company's market share;
(3) Inform the general public and advocate the new idea of life that "XX couple cell phone makes the digital full of personalities";
(4) Strengthen consumer affinity.
(4) XX couple of cell phone product development and product information;
(5) publicize the brand at the same time the launch of product advertising.
Medium-term;
(1) In terms of brand, strengthen the brand introduction, and comprehensively display the brand characteristics and connotation of the XX Couple's cell phone;
(2) Utilize a variety of activities to publicize and demonstrate the company's strength;
(3) In terms of products, promote the brand publicity of the XX Couple's cell phone and increase the purchase rate when publicizing the concept of the product;
(4) Explain the distinctive features of each product;
(5) Launch product advertising at the same time as promoting the brand. (4) Explain the distinctive personality and quality of each product, functions, etc..
Post-period:
(1) Further enhance brand awareness, deepen corporate image, and promote consumer desire to buy (with the activities of the period, product promotion and sales);
(2) In terms of products, strengthen the advantages of the products and concepts, and promote sales;
(3) In terms of the brand, to convey the concept of the company and the vision of the future.
5.2 Program Contents
The opening of "XX Couple's Cell Phone Store" in Wuhan
Consumers can pick up and try out any of the real cell phones displayed on the shelves, so that they can intuitively feel the texture of the cell phone and the flexibility of its operating interface.
Store layout settings: from the product's main customer base, the main color of the store needs to be positioned in pink, brightly colored shelves, carefully arranged cell phones, soft lighting and subtle music, so that couples can feel the sweet, warm atmosphere. In addition, there should be sofas and tables and chairs.
Program description:
(1) opening a store description
First of all, cell phone terminal manufacturers through the store to strengthen the consumer's personalized experience of branded products, especially high-end products, to enhance the consumer's participation, interaction and impression. Through this way, terminal manufacturers hope to demonstrate their technical strength, realize the market introduction of high-end flagship products, and enhance brand reputation.
Second, this model not only reflects the progress of cell phone technology, but also represents a new marketing model. Cell phone manufacturers are able to drive the sales of cell phone products and improve product service through the rapid development of branded retail stores. The company is also developing a new marketing model to get rid of the excessive dependence on the traditional marketing model.
In addition, terminal manufacturers invest in large-scale construction of retail stores is not limited to the promotion of terminal components products. The concept of branded retail store experience will be further reflected in the display of value-added services. When consumers form the habit of experiencing value-added services in cell phone retail stores, terminal manufacturers will gain a certain degree of voice in the game with operators, so that manufacturers in the future of the cell phone market to the operator customized as the main sales channel to win a competitive advantage.
(2) Layout description
For our customers, the main color is positioned as pink, mainly to add a romantic atmosphere, so that couples feel sweet and warm. And sofas, tables and chairs, not only can let the customer in the viewing experience to get a rest, to retain customers, there can let customers have a sense of affinity, add brand loyalty and affinity.
I hope I can help you, this is what I used to do with a friend