8848推广方案.PPT

Communication Strategy for China Launch,Prepared for:Prepared by:HuiCong International Advertising,Market Situation,Internet market has developed tremendously,and Internet users in China will double Online stores,as a worldwide business,have a very bright future 8848 has gained some awareness among Internet users,most of whom have already been the pioneer online consumers,Strategy Development Process,Where are we?Where we want to be?How can we get there?,Market Situation,Internet users are somewhat restrained by offline shopping in terms of way and conceptInternet users dont trust online shopping for the immature consumption environmentonline payment systemoffline delivery system Actual difficulties for on-line sales,Target.,Primary:NetizensSecondary:the potential NetizensDemographics:MalesAged from 16 to 35 who are mainly:StudentsWhite-collarsPersons concerned with Computer technologyTelecommunication persons,Target.,PsychographicsAffluent&Mobile life styleWorking or living in internet environmentEasy to adapt the up-to-date international tendencySome are westernized,seeking for quality life,Consumer U&A Towards e-Shopping.,Most of them have heard the e-shopping concept whereas very few ever tried.Some have already known the e-shopping sites,such as,Sohu&NeteaseAll of them believe the generic benefits of online shopping:-Convenience/Fashion/Fun/Value-for-money-Key barriers:,Product Attributes,Ample products choices9 varieties Over 100 thousands of books,20 thousands of softwareFlexible and safe online payment 17 payment choices,Product Attributes,Nationwide delivery system441cities across ChinaPrices discountFor 95%of the products50%discount at most,and 10%at leastGood after-sales serviceDouble guarantee from both the manufacturer and the online store,Benefits,To feel a contemporary online purchase way in internet environmentTo enjoy an easy shopping for time-saving and adaptation of busy life,Personality,Professional8848 is a professional online store which can provide overall online shopping services Fashionable8848 is a fashionable online store which deliver a modern life way Lifelization,Where are we now?,Have captured the online business opportunity early this year.Have gained a relatively better awareness and recognition among Internet usersHave a comparatively better online-sales condition,Where are we going?,To capture the future market to the most extent.To motivate more Netizens to shop onlineTo further improve the brands awareness and preference,Marketing Objectives,To build a No.1 online shopping brandTo capture the potential B-to-C market as most as possibleTo drive the present Netizens to shop online,Communication Objectives,To improve brand awareness and recognitionTo motivate the Netizens to shop online,Brand Strategy,First Step:To establish strong competitive edgeTo position clearly and strengthen the brands recognition Monopolize the concept of 8848-e-shopping,Brand Strategy,Second Step:To motivate Internet users to shop onlineTo overcome Netizens psychological barriers over online shopping,Brand Strategy,To reinforce the advantages of in:Ample products choices9 sortsOver 100 thousands of books,20 thousands of softwareFlexible and safe online payment 17 payment choices,Brand Strategy,To reinforce the advantages of in:Nationwide delivery system441cities across ChinaPrices discountFor 95%of the products50%discount at most,and 10%at leastGood after-sales serviceDouble guarantee from both the manufacturer and the online store,Brand Strategy,To motivate Netizens to shop onlineOnline promotion activities,ProductPrice.,The most important factor to motivate the Netizens to shop onlineThe more discount,the more shoppers,Productdelivery.,Really prompt and safe offline delivery is the competitive factor to make the shoppers satisfactoryFree delivery is also very important,ProductOnline Payment.,The safety to pay online is the main concern for Internet users here in ChinaThe flexible availability to pay online shopping,ProductAfter-sales Guarantee,Manufacturers guarantee Online stores responsibility for the shoppers Double guarantee,CommunicationStrategy.,The key objective in advertising is to communicate that is a professional online store which can provide excellent online shopping services and it is a new life style for the online shoppers,CommunicationStrategy.,While there are brand attributesonline paymentoffline delivery double guarantees ample products attractive price.,CommunicationExecution.,To communicate the clear positioning of online store for To strengthen the dominant position in online sale field for To communicate the advantages in products,price,delivery,paymentTo announce the promotion activities To announce the names of exclusively promoted products,CommunicationExecution.,Take advice on the brand style:Not IT style,more consumer product style.Use the specific brand colors:this provides for a consistent and more powerful brand identity across all materials the consumer sees.Use the brand logo/mask:This is part of brand and should be visible at the end of the commercial and appear within the overall communication.,CommunicationMedia.,Competitive media weight in the launch phase during the period from December,1999 to March 2000 is vital for the brand to capture the leadership positionSince the WTO entry,it is a pivotal period to capture the online sales market,the share of voice is a key factor to attract the attention of the audience,CommunicationMedia.,Magazines and newspapers is the prime medium for the brand overall communication from proposition to the rational attributes and promotion.TV and radio are both excellent support to cover the target as most as possible Outdoor media such as subway,bus shelter,bus.are very helpful for the brands professional umbrella image with a consistent support,CommunicationMedia.,Focus more on the cities such as Beijing andShanghai where Internet market is relatively morematurePlan at least launch burst and sustaining burst.Aim firstly at the present Netizens and secondly atthe potentials.,Online Promotions,Promotion is a good way of attracting more people to participate in the online shopping activities and also a good way to drive increased sales and/or loyaltyThe promotion must fist the objectives:More people click More Netizens to try online shopping,