Our company has basically formed a team of technical experts representing responsibility and innovation to provide consumers with high-quality products and bring a comfortable, convenient and fashionable life. The concept of "advocating a fashionable new life" connects life with high technology, and strives to expand and enrich the connotation of the "××" brand, making it more approachable and humane. (5) The price positioning is equivalent to that of mid- to high-end products of other brands (5% to 10% lower than the top three domestic brands; 10% to 20% higher than that of ordinary brands); the prices of mid- to low-end products are equivalent to those of ordinary brands, which is very attractive. Price competitiveness. 4. Brand Marketing Strategy In view of the fierce competition in the electrician market, through research on the marketing strategies of competitors, our company has adopted the following marketing strategies to gradually expand brand influence and improve visibility and reputation. ① Enter the terminal retail market (including professional lighting stores, large building materials stores, large supermarkets, hardware stores, and specialty stores), and mobilize the terminal market to actively promote our company's products in the form of sponsored house signs, light boxes, display racks, banners, and arches ( Such as setting up promotional girls, special displays at the counter, etc.) to form brand tension. ② Enter the engineering market, including decoration advertising companies, construction companies, hardware wholesale markets, design institutes, etc. At the same time, according to the different market conditions in various places, our company should adopt the method of "product general agent" to integrate resources, establish strategic partnerships with agents, jointly develop the market, and gradually expand market share. To this end, the company can adopt a four-level distribution system, as shown in the table below. Description of the channel distribution system. The specific responsibilities of the four-level distribution system. The provincial-level general agents and general distributors are responsible for working with our company to carry out product investment, sales and brand promotion work in the province. The prefectural-level general agents and general distributors are responsible for working with our company to carry out product promotion in the region. Product sales and brand promotion work First-level agents and joint distributors are responsible for local product distribution and brand promotion work. They mainly choose media companies, decoration companies, trading companies with certain resources and advantages, or hardware, electricians, etc. with extensive sales networks. Special distributors and general agents of building materials sales stores. Retailers who are interested in our company's "××" and have certain sales network radiation capabilities can purchase goods directly from manufacturers in the early stage of market development, and later from local first-level agents or general managers. The agency purchases goods, and can also cooperate directly with manufacturers when the sales volume is large. 5. Brand promotion strategies (1) Promotional image positioning (omitted) (2) Target consumer positioning: divided into two categories, general consumer groups and special consumers Group, the specific characteristics are shown in the table below. Characteristics of the target consumers Description of the consumption characteristics of the target consumers. The general consumer group has a very low brand recognition rate. The main factors that determine whether they buy or not are price and quality assurance. In the terminal market, promoters recommend products to them and experience-based feelings can make them Temporary decision on which brand to choose is a special consumer group of successful people aged around 25-40 years old. They pay attention to brands in everything. A small number of them have stubborn buying habits of brand names, but a considerable number of them mainly rely on the main recommendations of promoters. Products and experiential feelings (the main factors that influence them are brand popularity and style) (3) Product appeal points: safety. (4) Advertising strategy In terms of advertising, we focus on building our company’s product brand image through rigid advertising and themed public relations activities. The specific advertising plan is shown in the table below.Advertising strategy and plan description sheet Advertising marketing strategy 1. Adopt a differentiated market operation method and integrate brand promotion through cooperation with regional general agents 2. Advertising should focus on a unified brand style, and the advertising creativity should be in line with the brand image and have a sense of integrity and unity 3. All advertising activities must adhere to unified strategic principles, specific content of advertising forms, and implementation of rigid advertising 1. Large outdoor billboards: mainly located in areas where electrical and building materials products are concentrated in regional markets and where there is a large flow of people 2. Television: Play corporate image advertisements or regular hard advertisements on local mainstream TV stations, supplemented by graphic and text information advertisements 3. Radio: Mainly the local radio station with the highest listening rate, broadcasting corporate image advertisements or cooperating with large-scale theme activities 4. Newspaper: image advertising or promotion of large-scale theme activities and corporate soft articles 5. Bus body advertising: corporate image, product image advertising 6. Banners and flags: Hang them outside large building materials cities and on major local traffic thoroughfares to expand the coverage of corporate publicity and quickly expand and consolidate the brand's image at a relatively low cost. Activities 1. Promotion and display activities: discounts, bundled sales, buy one get one free, co-brand promotions, etc. 2. Public relations theme activities and hype: including sponsoring public welfare undertakings, supporting sports, and hyping up social issues, etc., to attract media attention to the development of the company, and achieve the purpose of improving the company's reputation and popularity in a short period of time. Joint promotions in the national market and domestic and international well-known Brands carry out joint promotional activities as an effective way to add value to the brand. Compilation date Review date Approval date Modification mark Modification number Modification date #Firbook # # Brand Marketing Planning # How to get the full content of the Word and PDF versions of this material: 1 .This resource number: 1857. 2. Follow the comments and forward them, and then send a private message to "Information"