I. Title:
II. Client Name:
III. Product Name:
IV. Market Background Analysis
(I) Target Market:
Who are the consumers of this kind of products? Their age, gender occupation, income, culture, geographical location and purchasing behavior characteristics and consumer mentality.
(ii) Consumption preference:
When consumers buy or use the product, do they prefer mid-range or high-grade? Like domestic or imported? In what occasions to use? What are their requirements for the product?
(3) Purchasing Patterns:
Frequency of purchase, price, place, and the qualities that are most important to them when purchasing.
(iv) Information channels:
What are the channels for obtaining information? What is the earliest media contact? What is the media most relied upon?
(v) Competitive situation:
What is the most popular brand of this type of product in the market at present? Reasons for selling well? Sales status? What is the direction in which consumers want the product to be improved?
(F) Conclusion:
V. Marketing Strategy (along the lines of market background analysis, the product's marketing strategy)
(A) Marketing Objectives:
According to the results of the analysis of the market background to set up the product's marketing activities in the objectives to be achieved. Objectives should be specific and measurable. For example: in how long sales strive to reach ￥ million, market share strive to reach %.
(B) product positioning:
(C) product analysis:
(D) competition:
Who are the competitors? Have the advantages and disadvantages? Advertising and publicity situation?
VI. Advertising Strategy (elaboration of advertising strategy in the context of market strategy)
(I) Advertising Objectives:
The objectives to be achieved by the advertising campaign? Such as awareness to reach %, etc.
(ii) Advertising theme:
Advertising appeal point.
(iii) Style of advertising presentation:
The characteristics of the advertising presentation.
(D) Advertising slogan:
Coordinate the whole situation, with infectious and impact.
VII. Creative Advertising
(1) Newspaper advertisement:
one article
(2) TV advertisement:
one article
VIII. Media Strategy
(1) Primary and secondary media and their combinations
(2) Media combinations and frequency of broadcasting
(The table is as follows) (Table)
9. Budget allocation
Including research, design and production, publication and measurement of effectiveness.
Ten, advertising effect evaluation program
Evaluation of content, time, mode, method, etc..
Advertising Planning Writing Format - Media Strategy Supplementary Table - - -
Type of Media
Media Selection
Specifications
Publishing Time
Frequency
Total Amount
Remarks
Example:
Founder Mp3 Walkman Advertisement Planning Format
Founder Mp3 Walkman Advertisement Planning Format
Founder mp3 Walkman
Table of Contents:
Part I Founder mp3 free trial action Beijing promotion program
I. Lucky September (Founder mp3 free trial program)
II. Founder MP3 Campus Style Music Festival (Founder MP3 Trial Notes Selection and Awarding Activity)
Part II: Founder MP3 National Promotion Program
I. Introduction
II. Brief analysis of mp3 products and market
III. Product Promotion Strategy
IV. Marketing of Founder's MP3
(1) Founder's MP3 Promotion Program
(2) Founder's MP3 Music Festival
Part III: Campus Promotion Program and Implementation Procedure
Part IV: Attachments
1. Introduction to the Founder MP3 Free Trial Program (limited to 300 units)
2. Introduction of Founder MP3 new product line
III. Cost analysis and quotation
IV. Material Preparation Detail
V. Design and Text of Graphic Publicity Materials
(I) Founder MP3 Digital Walkman Color Page Copy
Part I Founder MP3 Free Trial Action Beijing Promotion Program
Founder recently launched a series of MP3 digital walkman gives full play to the Founder Technology's strength in R & D. At the same time of strengthening the functions of MP3 digital walkman products, it greatly reduces the cost and price. Reduced cost and price. For the popularization of mp3 as soon as possible to create the conditions.
In order to ensure that the new product is quickly accepted by the target consumer groups, but also for the Founder mp3 in the many competitors can stand out, specially planned the launch of the Founder series of mp3 free to use the action of the Beijing region to promote the program.
(See Attachment 1 for a brief description of the Founder's mp3 free trial campaign)
I. Lucky September (Founder mp3 free trial program)
Purpose:
To recruit 50 free trial users of Founder mp3 series among students of universities and high schools in Beijing
To form a deep impression of Founder mp3 among the target consumers by using the recruitment activity
To set up the image of high-tech and new fashionable products of Founder mp3 in the eyes of the consumers
To promote Founder mp3 in the Beijing area, we are going to launch a campaign to promote the Founder MP3 free trial activity in September, and to promote the Founder MP3 free trial activity in the Beijing area,
Through the trial of Founder MP3, and the selection of trial notes to deepen the spread of word of mouth
Targets: all university and high school students in Beijing, fashionable consumers
Methods: product consulting and sales + MP3 trial participants (signing ceremony, question and answer, dynamic song and dance)
Time: September 16 (Sunday) ( Selected in the second weekend of the school year to facilitate the participation of students)
Location: 1) Contemporary Mall Plaza (or Renmin University)
2) Zhongguancun Hailong Building Plaza
3) Xidan Science and Technology and Culture Plaza
〖Rationale for the choice of venues〗Haidian is the relative concentration of Beijing's institutions of higher education in the region, the National People's Congress (Contemporary) is a high profile of literature and history institutions, and in the distribution of academic institutions accounted for a large part of the total number of students. Haidian is a relatively concentrated area for academic institutions in Beijing, NPC (contemporary) is a literary and historical institution which enjoys high reputation and occupies a more central position in the distribution of academic institutions; Hailong is a symbol of high-tech in Haidian, most of the computers and IT products choose to release their activities here; Xidan is a famous commercial center in Beijing (Xidan Book Building is adjacent to the side of Xidan, which is a relatively centralized area for students).
Procedural Arrangements:
AM: 8:00 Setting up the venue (product sales consulting area, central stage)
8:30 Distribution of product promotional leaflets (printed with random lottery number <200 sheets>) 3,000
Sheets
9:00 Founder mp3 product sales consulting began (5-10 Founder sales workers)
Supported by a number of Founder sales workers (5-10 Founder sales workers)
Supported by a number of Founder sales workers (5-10 Founder sales workers). Founder sales workers
programmers)
10:00 Dynamic dance (1)
10:05 The host announced the "Lucky September" Founder mp3 large-scale promotional activities began to explain the rules of the lottery (in the 200 printed with the lottery number of the publicity leaflet in four draws of 50 lucky The rules of winning were explained (50 lucky winners were drawn in 4 drawings from 200 leaflets with lottery numbers).
10:20 A technician from Founder Technology (1) will introduce the Founder MP3 series
Walkman.
10:35 Drawing out 10 mp3 testers (Manager of Founder Sales Department)
10:40 Simple questions about Founder's mp3 product knowledge to the 10 lucky winners (if they don't answer, they can give the right to answer to the audience and give souvenirs to them. (The same as the following) Then sign the "Founder MP3 Trial Agreement" (provided by Founder) on the side of the stage and introduce the writing requirements of "Trial Notes".
10:55 Songs (2)
11:05 Drawing of the second round of 10 mp3 testers (same method as above)
11:25 Explanation of how to use the CD to mp3 software (1 Founder's technician), on-site questions and souvenirs
11:40 Drawing of the third round of 10 mp3 testers
11:50 "All-Korean Feeling Hip Hop" (provided by Founder) and introduction of writing requirements for the "Trial Notes". ：50 "全韩感受HOT仿仿秀"（3）
12：05 Live games and questions
12：20 Drawing of the fourth round of 20 mp3 testers
12：35 The host announced "See you at the next handbook award ceremony! "
12:40 end, organize the meeting.
(Note: The recreational performance part of this event is provided by the cooperation of milee cultural performance service company.)
Information Delivery:
1) 1000 posters of the event (10 posters/school) will be put up in all the colleges and universities in Beijing, (starting one week before the event).
2) Beijing parties are posting campaign posters at core sales outlets and agencies (half a month before).
3) Beijing All Parties' core sales outlets and agencies set up campaign flyers.
4) Media publicity plan for the Founder's mp3 free use campaign
Media determination campaign preview call
Magazine 7.18 -- 8.18-9.1
Network 7.25 8.6-8.14 8.15-9.14
Newspapers 7.18 -- 8.15-9.10
Broadcast 7.18 -- 9.1-9.14
Founder's website 7.18 8.6-8.14 8.15-9.14
News Preview and publicity
Fangzheng.com and publicity
Preparation of materials (see Annex 2)
Activity costs and quotations (see Annex 3)
II. Founder MP3 Campus Style Large-scale Music Festival (Founder MP3 Trial Handbook Selection Award Activity)
Program attached separately
Program Ideas:
1) Popular Music, Dynamic Combination, Youthful Melody
2) Appreciation of Fifty Years of International Musical Development
Part II: Founder MP3 Nationwide Promotional Activity Idea
Founder mp3 marketing program
I. Introduction
Mp3 as a new digital product in China's large market environment is just a ripple in the layers of ...... In the end who can pry this market? In the end, who will become the dominant player in this field?
II. Brief analysis of mp3 products and market
1. mp3 and the same field of CD, MD, Walkman, etc. have a direct competitive relationship.
2. mp3 has the potential of technological advancement and upgrading substitution of traditional products in the same field.
3. mp3 belongs to the interest preference products, the concept of guidance is particularly important.
4. Facing the student market, a reasonable price point is the cornerstone to realize the target consumption.
5. The order of factors affecting the realization of mp3 consumption is: fashion - reasonable price - product features.
(Note: The relevant basis is detailed in the annex.)
Three. Product promotion strategy
To the target consumer groups of promotional activities as the main body, with directional media and core agents to strengthen, produce positive pull. So as to realize the ideal sales target.
IV. Marketing of Founder MP3
1. Target consumer group: college and university students and fashionable consumers nationwide.
2. The leading idea of promotion:
To create a trend of purchasing and owning Founder's MP3 among college and high school students nationwide. Promote its development into a fashion and trend!
3. Scope of promotion:
Six key cities (Beijing, Nanjing, Hangzhou, Wuhan, Chengdu, Xi'an) and other cities in China. and other cities across the country.
(I) Founder mp3 serial promotion activity planning program
Promotion program description: with the "Founder mp3 free trial action" to implement ground promotion, directly to the target consumer groups, to strengthen the interactive effect, and to enhance the actual sales of Founder mp3 series products.
Program content:
In the core stores of 6 key cities, "multimedia promotion class of Founder's mp3 series products" was arranged, supplemented by "Founder's mp3 lucky testers", to create a sensational atmosphere and promote product sales. The product sales will be boosted.
Time selection: August 15 to September 20 (choose the weekly double holiday (Saturday, Sunday) Am 10:00 ~ 11:30)
Progress arrangement: weekly tour of a city, the specific arrangements are shown in the table below:
Founder mp3 serial promotion activities progress:
Time August 18, 19 August 25, 26 September 1, 2 September 8, 8, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9, 9 September 1 and 2 September 8 and 9 September 15 and 16 September 22 and 23
City Beijing Nanjing Hangzhou Wuhan Chengdu Xi'an
Location: In the core store (Founder's store) of each key city. Or set up temporary exhibition booths in the square outside the store.
Trialists Selection: In the implementation of the promotional activities every day to produce 5 "Founder mp3" of the lucky trialists. A city of two days **** produced 10 trialists (trialists can complete and participate in the evaluation of trial notes).
The Founder MP3 lucky testers enjoy the rights:
1. One month free trial, full refund. (100%)
2. You can buy the product at half price. (Chance 100%)
3. May get the product for free. (33.3%)
Materials and facilities preparation:
Large projector
5.1-channel high-fidelity sound system
Notebook
Founder multimedia classroom display
Founder mp3 series of products multimedia promotion of the course preparation (PowerPoint)
Personnel Arrangement: by xxxxx company
Relationship with:
Introduction of recommended core agents by Founder Technology.
Jiahong Shengshi company and the core agents to contact and communicate to ensure the smooth progress of the activities.
Activity notification (information transfer):
1. Media notification of "Founder mp3 free trial action"
2. Poster of the promotion activity in the store and other related places
3. Campus and core stores to distribute "promotional activity flyers"
4. Key city directional media (optional)
Rough media arrangements for Founder's mp3 free trial action:
Media determination Activity preview recruitment
Magazine 7.18 -- 8.18-9.1 -- 8.18-9.1
Network 7.25 8.6-8.14 8.15-9.14
Newspaper 7.18 -- 8.15-9.10
Broadcast 7.18 -- 9.1-9.14
Founder.com 7.18 8.6-8.14 8.15-9.14
News Event Preview and Publicity
(Note: The field informing behavior for each key city should be carried out 2 weeks prior to the start of the serial promotion activity.)
Cost accounting and program offer:
See the attachment for details
Related significance of the chain promotion activities:
1. Directly recommending and educating the target group can strongly stimulate consumption and increase sales.
2. Echoing the "Founder MP3 free trial action", it strengthens the interactive effect and enhances the implementation effect of the two programs.
3. Strengthen the terminal strength of the core stores to improve the actual sales.
4. Improve the terminal campaign behavior, enhance the effectiveness of media placement.
5. In the student audience to create the trend of owning "Founder mp3". The formation of fashion driven.
(2) All-Korean Feeling Founder MP3 Music Festival
1) Delivery of MP3 Memory
2) Korean Style Song and Dance
3) On-site Sales (Tickets in Core Stores)
Part III Campus Promotion Program and Implementation Process
Promotional Activity Objects: University and High School Students in Beijing
Place Selection: Ten Institutions (7 Universities and 3 High Schools). 7 universities and 3 high schools); Xidan Book Center.
Time: Every Wednesday and Thursday from September 12, 4:00 to 5:30 p.m. until the end of October
Contact: Founder's contacted the school's student union to provide a venue for the activity. (Auditorium or staircase classroom, the number of people required about 300.)
Purpose: To publicize and introduce Founder Technology's new 5-model mp3 Walkman series products
Provide free trial opportunities to experience the products.
Combined with the auction format and commemorative edition on sale to deepen the impression of the product.
Creating the fashion of using Founder's mp3.
Activity selling point: (also contact letter of student union of universities and colleges) (copy attached)
High-tech digital products to promote the progressive life
Experience the atmosphere of the exciting international auction (England style, Holland style)
Activity informing: confirmed media combination and campus posters (poster copy attached)
Propaganda building: live video recording of the activity and media coverage and hype.
Promotional activity flow: (afternoon)
3:30 Set up the venue, consulting and selling products
4:00 Opening speech (introduction of Founder's mp3 free trial)
4:10 Introduction of Founder's mp3 series products (multimedia).
4:40 Produce trialists (x names) (the first climax)
4:50 Announcement of the auction rules
5:00 England-style auction of 5 special numbered products (the special number refers to the product's downline number, serial number, etc.)
5:20 Dutch auction of Founder-6180 a (the second climax)
5:30 The moderator announced the end (in the climax of the end)
Reference: Lucky September (seek Founder MP3 free trial program)
Part IV Annex
I. Introduction of Founder MP3 free trial action (limited to 300 units)
1. Object of activity: all university and high school students and fashionable consumers nationwide
2. "Founder MP3 nationwide 300 units free trial action!" Overall idea
Use all the media to make an overall introduction to the nationwide 300-unit free trial of the Founder's new MP3. The general idea: free trial in six key cities (Beijing, Nanjing, Hangzhou, Wuhan, Chengdu, Xi'an): 200 units, other places: 100 units. After one month of free trial, they will provide Founder with their handwritten notes of one month's trial. Handbook selection, selection of 100 articles, the 100 trialists can enjoy the upgrade - that is, free to get the product; the other 200 trialists plus 100 yuan, you can get the product.
3. Free trial activity process
4. Activity rules
Founder MP3 Minisite and SOHU to ensure effective access to users, Sohu network Founder MP3 Minisite with Founder computer website link; Trial machine designated to receive the location of the core agents around the world, the trial must sign the trial agreement, and provide valid documents to receive the trial machine within the specified time, the trial machine designated to receive the location of the core agents, the trial must sign the trial agreement, and provide valid identification in the Trial participants must sign the trial agreement and provide valid documents to receive the trial machine within the specified time, and the trial agreement will be issued by Founder to provide to the agents; Sohu.com provides large enough mailboxes for prize essay submission, and the mailboxes' user names and passwords are for Sohu and Founder*** to enjoy.5. Rhythm of activities
Media
Determination of activities
Preview Solicitation Collection
Information Selection Sending out
Prizes Recycling
Prizes Follow-up
Work
Magazines 7.18 -- 8.18-9.1 9.15 9.20 9.20 10.20 10.20
Web 7.25 8.6-8.14 8.15-9.14 9.15 9.20 9.20 10.20 10.20
Newspaper 7.18 -- 8.15-9.10 9.15 9.20 9.20 10.20 10.20
Radio 7.18 -- 9.1-9.14 9.15 9.20 9.20 10.20 10.20
Founder.com 7.18 8.6-8.14 8.15-9.14 9.15 9.20 9.20 10.20 10.20
News Upcoming events and publicity -- follow-up coverage