The following is a corporate brand planning and promotion program for readers' reference.
Plan
Name
Xx Electrical Enterprise Brand Planning and Promotion Program
Subordinate Mode
Number
Administrative Departments
Watchdog
Approval Department
I.Analysis of the Current Situation of the Industry
(1) There are many participants, and the competition is becoming increasingly fierce.
Electricians have a low entry threshold and high profits. Driven by profits, many brand-name companies have joined, a large number of foreign-funded enterprises with capital, technology, brand influx of China's electrical industry, while some companies without the strength of a rush to blindly intervene, making the electrician industry competition is extremely fierce. In addition, the brand manufacturers are adjusting the product structure, full penetration into the high, medium and low-grade market, increasing the competitive pressure on the electrical products market.
(ii) brand competition has become a trend.
Many manufacturers blindly intervene, in order to maximize profits, at the expense of using inferior materials to reduce production costs, sold at very low prices. Resulting in uneven product quality, consumers are confused, brand competition has become a trend. In order to win in the fierce market competition, electrical appliances companies must shape their own brand, establish a unique brand image.
(C) profit margins become smaller, resource integration is the trend
With the intensification of competition, the market space is getting narrower and narrower, profit margins have shrunk significantly. Compared with previous years, the profits of various existing products fell by 10% ~ 18%. In addition, some of the strength of the manufacturers (especially the market foundation is good, long operating time, business norms of the manufacturers) gradually integrate the resource advantages of the electrical industry, the product structure to the intelligent, supporting the integration of the direction of extension. Switches, sockets, wires, etc. **** the same integration. Promote the marketing efforts of manufacturers.
Two, competitive analysis
China does not have a strong brand, no enterprise has a core brand competitiveness. Even the top three brands of electrical appliances, it is difficult to achieve the degree of irreplaceable.
Manufacturers and their brands for market operations and dealers, engineers, end-users of the marketing strategy used by the old, single, mostly in the price of the article, very few breakthrough marketing strategy to cut into the market.
Domestic manufacturers and product types have not formed their own unique categories and features, most of which are repeated imitation. Especially for the type and level of consumers in the electrical appliances market, the rapid and repeated growth of the market in various regions, affecting dealers and users of manufacturers and brands recognized.
Product features are positioned in a variety of ways. Although there is some merit, but have ignored the basic function of electrical products, that is, "safety", the safety performance of electrical products is the first.
Third, brand planning and positioning
(1) brand name
"XXX" is easy to understand, with brand affinity, can convey a kind of "XXX" for the mission of the spirit of enterprise, give people confidence and trust. trust.
(2) Visual recognition
1. Color selection
Through the test and investigation of consumer image expectations and the analysis and investigation of competitors' image power and target consumers' image expectations, we chose the most eye-catching yellow as the main color of our brand, which not only gives people a sense of freshness, catches people's attention, and achieves the purpose of attracting consumers' eyeballs but also symbolizes the vitality and youthfulness, which is in line with the company's image. and youth, in line with the company's image.
2. Visual design
The new VI image design of the company emphasizes the visual feeling and cultural connotation, and makes a new interpretation of the company's brand positioning, business philosophy and corporate culture.
Visual symbols are formed on the basis of trademarks, mainly including brand logo, company name, brand-specific fonts, standard colors and standard combinations.
3. Brand packaging design
After the investigation and psychological analysis of consumers, the brand packaging design and visual basically adopts the yellow tone of the brand's visual power, the use of yellow and red color gradient, the formation of an absolute visual impact, to achieve the purpose of catching people's eyes.
(C) the core competitiveness of the brand
Technological innovation and catching up with international standards is our core competitiveness.
(4) Brand Positioning
Locking the high-grade image, we directly compete with many manufacturers for the market and establish a strong image of our company in the international market
At present, our company has basically formed a team of technologists who represent responsibility and innovation to provide consumers with high-quality products that bring comfort and convenience to their fashionable lives. "The concept of "advocating a new fashion life" links life with high technology and strives to expand and enrich the connotation of the brand to make it more friendly and humanized.
(5) Price positioning
Other brands of high-end products at a comparable price (5% ~ 10% lower than the top three domestic brands; 10% ~ 20% higher than the average brand); low and medium-range products at a comparable price with the general brand, competitive.
Four. Brand marketing strategy
Given the fierce competition in the electrical appliances market, through the study of competitors' marketing strategies, our company adopts the following marketing strategies to gradually expand the brand influence and improve the visibility and reputation.
Enter the terminal retail market (including professional lamps and lanterns stores, large building materials city, large supermarkets, hardware stores, specialty stores), mobilize the terminal market to actively promote our products (such as setting up promotional ladies, counters special display, etc.). By sponsoring door signs, light boxes, displays, banners, arches, thus forming brand tension.
Entering the engineering market, including decoration and advertising companies, construction companies, hardware wholesale markets, design institutes and so on. At the same time, according to the different market conditions around the world, our company should take the "general agent" way to integrate resources, and establish a strategic partnership with agents, **** with the development of the market, and gradually expand market share. Therefore, the company can adopt a four-level distribution system, as shown in the table below.
Description of the distribution system
Four-tier distribution system
Specific responsibilities
Provincial general agents and general distributors
Responsible for cooperating with the company's products in the province's investment, sales and brand promotion.
General agent and prefecture-level general distribution
Responsible for the company's product sales and brand promotion in the region.
First-class agent,
Associated distribution
Responsible for local product distribution and brand promotion, mainly selecting media companies, decorative companies, trading companies or hardware, electrician, building materials sales stores with extensive sales network that have certain resources and advantages
Special agent, general agent
Whoever our company "× ×" is interested in, and has a certain sales network radiation capacity of retailers, in the early stage of market development, can be directly from the manufacturer of goods, later from the local first-class agent or general agent, in the case of a large number of sales volume can also be directly with the manufacturer
Five, the brand promotion strategy
(a) Promotion Image positioning (omitted)
(ii) target consumer positioning: two categories, general consumer groups and special consumer groups, the specific characteristics of the following table.
Target Consumer Characteristics
Target Consumers
Consumption Characteristics
General Consumption Group
Low rate of recognition of the brand, the main thing that determines whether to buy or not is the price and the quality assurance, in the terminal market, the promoter recommends the product to them and the experiential experience can make them decide what brand to choose on an ad hoc basis
Special consumer groups
Age in 25-40 years old successful people, they will pay attention to everything brand, there is a smaller part of the stubborn finger brand buying habits, but a considerable part of the main * promoters of the main recommended products and experiential feelings (around them is mainly brand awareness, style)
(C) product appeal point: safety.
(D) advertising strategy
In terms of advertising, efforts to build the brand image of my company's products through the form of hard advertising, thematic public relations activities, the specific advertising plan is shown in the table below.
Advertising strategy and plan description table
Advertising market strategy
1. Take the market differentiation of the market operation, through cooperation with the regional general agent, the integration of the brand promotion
2. Advertisement should focus on the unity of the brand style, advertising creativity in line with the brand image, with a sense of wholeness, unity
3. All the advertising Behavior must adhere to the unified strategic principles
Advertising forms
Specific content and implementation
Hard advertising
1. Large outdoor billboards: regional market electricians, building materials products are more concentrated, the location of the large flow of people is the main
2. Television: in the mainstream of the local TV station to broadcast the corporate image ads or regular hard advertising, graphics and text, supplemented by information advertising 3. Radio: the local radio station with the highest listening rate, broadcast corporate image advertising or with large-scale thematic activities
4. Newspaper: image advertising or with large-scale thematic activities and the propaganda of the enterprise's soft articles
5. bus body ads: corporate image, product image ads
6. banners, hanging flags: outside the building materials city in a large, local Hanging banners, flags: in large building materials city, outside the local main traffic arteries, to expand the coverage of corporate publicity, to the relatively low cost of rapid expansion and consolidation of the brand's image power
Theme activities
1. promotions, display activities: discounts, bundled sales, buy one get one free, co-branded promotions, etc.
Joint promotions
In the national market and domestic and international brands for joint promotional action, as an effective way to add value to the brand, and to promote the brand as a whole. As an effective way to add value to the brand
Preparation date
Review date
Approval date
Modification mark
Number of modifications
Revision date
Methods to get the full contents of this material in Word and PDF:
1. p>Related Q&A: how to design a marketing program to promote a new product? Outline of the product marketing program of the excellent program includes approximately the following: First, the overall analysis: market characteristics, industry analysis, competitor analysis, consumer trend analysis, sales situation analysis Second, the product (company) SWOT analysis: advantages, disadvantages, opportunities, threats Third, the entire environment PEST analysis: policy, economic, social, technological Fourth, marketing strategic planning: market triggering point, market Marketing strategic planning: market trigger, market layout, leading operating ideas, operation mode, market entry and operation ideas and design V. Marketing tactical planning: product strategy, product positioning and segmentation; pricing strategy; channel strategy, channel selection, channel expansion order, channel planning, channel share, channel sales forecast and analysis, time-to-market plan. Sixth, the summary of promotional ideas and promotional and promotional details: listing channel promotional plan, listing terminal consumer promotional plan, listing terminal promotion plan, media promotional arrangements, later promotional follow-up plan. Extended related Q&A: How to carry out product promotion?
I'm Dora, I've been in marketing for more than 10 years, providing marketing consulting services for 7-Eleven, Microsoft, Tencent and other groups. Nod your head like to follow, and if you need to leave a direct message, thank you.
The question is still too broad to give particularly targeted advice. It's like asking how to cook, you don't have to say what you like or if you have any contraindications, so it's not a good idea to recommend a recipe.
So I'm going to talk about the big ideas, and I'm going to give you a reference.
Products can be divided into two types: daily consumer goods and professional goods.
Consumer goods are products that are needed by the general public, such as clothes, toiletries, food, cell phones and computers.
Professional supplies are not for the general public, such as machinery and equipment, medical equipment, industrial equipment and so on.
1, who will buy your products
If I am selling snacks, it takes a lot of effort to post product information to the machining site is certainly not a good choice. That's giving an extreme example.
Similarly, if I'm in the roll-up door machinery business, posting product information to Little Red Book is likewise not a good choice.
When you want to sell something, the first thing you need to solve is the relationship between people - goods - field.
People are potential consumers, goods are your products, and the scene, I prefer to understand it as the scene where people are.
Find the characteristics, habits, and concerns of those who might buy your product, and then see what scene (channel) their needs for such products are mainly satisfied through.
All that's left is to connect these three links and sell the goods.
Simply take an example, for example, you are the production of laundry detergent, but your main purpose is to do wholesale, rather than c-end retail, so who do you think your consumers should be, and what should be the scene where the consumers are located?
Obviously, the consumers at this time should be the owners of small supermarkets, channel operators. Where will these people be? The most concentrated place must not be Xiaohongshu, Zhihu, Jieyin, but B class vertical platforms and channels that can provide B-side services.
2, people - goods - the establishment of the link between the field
Found people, goods, field, then the next step is to establish the link between the three, to complete the sale.
First of all, the link between the goods and the field, in order to allow people to buy, your product should first appear in your selected place inside. For example, if you are in the traditional machining industry, and you have selected a few B-end vertical channels, then the first thing you need to accomplish is to get in and upload your products.
The middle thing to note is the essential difference between Internet e-commerce and offline physical stores. Physical stores inside the user can really perceive the product, but the Internet can not.
Users of the Internet product perception is built on text, pictures, video, which requires companies can not be simple and rough to get a few pictures up.
How to let customers through the graphic clear understanding and interest in the product? That product promotional page should hit the user's pain points, show your advantages.
Or take mechanical equipment, for example, such as roller shutters, buy roller shutters of course, want to do a door, which is not the purpose, nor is it a pain point.
For example, I will not worry about the quality of this facade? Will the motor inside break easily? How long can it be used? What should I do if it breaks down, is there any after-sales service? Will it rust?
This is the perceived pain point.
Then there is the relationship between people and the field, that is, how to let these people see your content in the channel. This is actually a lot like how you used to think about SEO.
To predict user search behavior.
For example, it's the same roller shutter, I want to buy a roller shutter, how would I choose?
Is not going to search xx area roller shutter door merchants, roller shutter door installation such keywords? Then the content will need to focus on such words to do ranking optimization, so that potential users can find you more easily.
Also, am I likely to search for roller shutter door which is good? Of course, the person who searches for such keywords may not have made a final decision to buy, he just wants to understand and make a side-by-side comparison.
This kind of word should not spend a large budget to focus on doing, but should be through the seo way, do content optimization let him rank up. Searching for a lot of people, the natural possibility of conversion, and through the seo way ranking up, no matter how many times it was clicked by others do not need to pay a separate advertising, a million dollars.
Written in the end:
1, from time to time to share the promotion of the flow of market trends, the promotion of manipulation methods, pay attention to me or private letter can be;
2, occasionally write some career development issues, to avoid detours, so that newcomers students can get a very good some of the recommendations;