plan
name
Brand planning and promotion scheme of Xx electrical appliance enterprise
Slave mode
figure
manage
watchdog
Textual research department
First, the industry status analysis
(1) There are many participants and the competition is becoming increasingly fierce.
Electricians have low entry barriers and high profits. Driven by profits, many brand companies have joined in, and a large number of foreign-funded enterprises have poured into China's electrical industry with capital, technology and brands, while some enterprises without strength have rushed headlong into it and intervened blindly, making the electrical industry extremely competitive. In addition, all brand manufacturers are adjusting their product structure and infiltrating into high, medium and low-grade markets in an all-round way, which has increased the competitive pressure in the electrical product market.
(B) Brand competition has become a trend.
Many manufacturers blindly intervene, in order to maximize profits, they do not hesitate to use inferior materials to reduce production costs and sell at extremely low prices. As a result, the quality of products is uneven, consumers are confused and brand competition becomes a trend. In order to win in the fierce market competition, electrical enterprises must shape their own brands and establish a unique brand image.
(3) The profit space becomes smaller, and resource integration is the trend.
With the intensification of competition, the market space is getting narrower and narrower, and the profit space is greatly compressed. The profit of existing products decreased by 10% ~ 18% compared with previous years. In addition, some powerful manufacturers (especially those with good market foundation, long operation time and standardized operation) gradually integrate the resource advantages of the electrical industry, and the product structure extends to the direction of intelligence and supporting integration. * * * Integration of switches, sockets and wires. Promote the marketing work of manufacturers.
Second, the competition analysis
There is no strong brand in China, and no enterprise has core brand competitiveness. Even the top three electrical brands are hard to reach an irreplaceable level.
Manufacturers and their brands operate in the market, but the marketing strategies adopted by dealers, engineers and end users are outdated and single, and most of them make a fuss about the price, and few breakthrough marketing strategies cut into the market.
Domestic manufacturers and product types have not formed their own unique categories and characteristics, and most of them are repeated imitations. Especially for the types and levels of consumers in the electrical appliance market, the rapid and repeated growth of markets in various regions has affected the identification of manufacturers and brands by dealers and users.
Product functional positioning is diverse. Although there are some merits, they all ignore the basic function of electrical products, that is, "safety", and the safety performance of electrical products is the first.
Third, brand planning and positioning.
(1) brand name
"XXX" is easy to understand and has brand affinity, which can convey an entrepreneurial spirit with "XXX" as its mission and give people confidence and trust.
(2) Visual recognition
1. color selection
Through the test and investigation of consumer image expectation, as well as the analysis and investigation of competitor's image power and target consumer's image expectation, choosing the most dazzling yellow as the main color of this brand can not only give people freshness, catch people's eyes, achieve the purpose of attracting consumers' eyes, but also symbolize vitality and youth, which is in line with the company's image.
2. Visual design
Brand-new corporate VI image design emphasizes people's visual feeling and cultural connotation, and gives a brand-new interpretation of corporate brand positioning, business philosophy and corporate culture.
Visual symbols are formed on the basis of trademarks, mainly including brand logo, company name, brand-specific font, standard color and standard combination.
3. Brand packaging design
Through the investigation and psychological analysis of consumers, brand packaging design and vision basically adopt the yellow tone of brand visual power, and use the gradual change of yellow and red colors to form an absolute visual impact, thus achieving the purpose of catching people's eyes.
(C) the core competitiveness of the brand
Technological innovation and catching up with international standards are our core competitiveness.
(4) brand positioning
Lock in the high-end image, directly compete with many manufacturers for the market, and establish a strong image of the company in the international market.
At present, our company has basically formed a team of technical experts representing responsibility and innovation, providing consumers with high-quality products and bringing comfortable and convenient fashion life. The concept of "advocating new fashionable 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
The prices of high-end products of other brands are equivalent (5% ~10% lower than those of the top three domestic brands; 10% ~ 20% higher than general brands); The price of middle and low-grade products is equivalent to that of general brands and has strong competitiveness.
Four. Brand marketing strategy
In view of the fierce competition in the home appliance market, through the study of competitors' marketing strategies, our company adopts the following marketing strategies to gradually expand brand influence and improve visibility and reputation.
Enter the terminal retail market (including professional lighting stores, large building materials cities, large supermarkets, hardware stores and specialty stores), and mobilize the terminal market to actively promote our products (such as setting up sales promotion ladies and special exhibitions at counters). By sponsoring doorplates, light boxes, display stands, banners and arches, brand tension is formed.
Enter the engineering market, including decoration advertising companies, construction companies, hardware wholesale markets, design institutes, etc. At the same time, according to different market conditions around the country, our company adopts the way of "product general agent" to integrate resources, establish a strategic partnership with agents, jointly develop the market and gradually expand market share. Therefore, the company can adopt a four-level distribution system, as shown in the following table.
Description of distribution system
Four-level distribution system
Specific responsibility
Provincial general agency and exclusive distribution
Responsible for cooperating with our company in product investment, sales and brand promotion in the whole province.
General agency and prefecture-level exclusive distribution
Responsible for the company's product sales and brand promotion in this area.
First-class agent,
joint distribution
Responsible for local product distribution and brand promotion, mainly choose media companies, decoration companies, trading companies with certain resources and advantages or hardware, electrician and building materials sales stores with extensive sales network.
Special agent
Retailers who are interested in our company "××" and have certain sales network radiation ability can purchase goods directly from manufacturers in the initial stage of market development, and can purchase goods from local first-class agents or general agents in the later stage, and can also cooperate directly with manufacturers in the case of large sales.
Verb (abbreviation of verb) brand promotion strategy
(A) the promotion of image positioning (omitted)
(2) Positioning of target consumer groups: There are two types, general consumer groups and special consumer groups, with specific features as shown in the following table.
Target consumer feature description
Target consumers
Consumption characteristics
Ordinary consumer groups
Brand recognition is very low, and whether he buys or not depends mainly on price and quality assurance. In the terminal market, promoters can recommend products to them, experience the experience, and let them decide which brand to choose temporarily.
Special consumer groups
Successful people around the age of 25-40 will pay attention to the brand, and a few have a stubborn habit of buying brand names, but a considerable part of them are mainly products recommended by promoters and experiential feelings (mainly their own brand awareness and style).
(3) Product appeal point: safety.
(D) advertising strategy
In advertising, we strive to build the brand image of the company's products through hard advertising and thematic public relations activities. The specific advertising plan is shown in the following table.
Advertising strategy and plan description table
advertising market strategy
1. adopt the market operation mode of market differentiation and integrate brand promotion through cooperation with regional general agents.
2. Advertising should pay attention to a unified brand style. Advertising creativity conforms to the brand image and has a sense of integrity and unity.
All advertising activities must adhere to the principle of unified strategy.
Advertising form
Specific content and implementation
hard advertisement
1. Large outdoor billboards: mainly located in areas where electricians and building materials products are concentrated and people flow heavily.
2. Television: broadcast corporate image advertisements or conventional hard advertisements on local mainstream TV stations, supplemented by graphic information advertisements. 3. Broadcasting: mainly broadcast corporate image advertisements on local radio stations with the highest listening rate or cooperate with large-scale theme activities.
4. Newspapers: image advertisements or publicity of large-scale theme activities and soft articles of enterprises.
5. Bus body advertising: corporate image and product image advertising.
6. Banners and flags: Hanging outside large building materials cities and on major local traffic arteries, expanding the coverage of corporate publicity at a relatively low cost and rapidly expanding and consolidating the brand's image power.
Theme activities
1. Promotion and exhibition activities: discount, bundling, buy one get one free, joint brand promotion, etc.
Marketing alliance
Joint promotion with well-known brands at home and abroad in the national market is an effective way to increase brand value.
Compilation date
Audit date
Date of approval
Modify mark
Number of modifications
Date of modification
How to obtain the complete contents of Word and PDF versions of this material:
1. This resource number is 1857.
Related Q&A: How to design a new product promotion marketing plan? An excellent product marketing planning outline includes the following contents: 1. Overall analysis: market characteristics, industry analysis, competitor analysis, consumption trend analysis, sales situation analysis; 2. SWOT analysis of this product (company): strengths, weaknesses, opportunities and threats; 3. PEST analysis of the whole environment: policy, economy, society and technology; 4. Market tipping point and market layout. Price strategy; Channel strategy, channel selection, channel expansion sequence, channel planning, channel proportion, channel sales forecast and analysis, and time plan for listing. A summary of the promotion ideas of intransitive verbs and detailed cases of promotion: marketing channel promotion scheme, marketing scheme of listed terminal consumers, marketing scheme of listed terminal, media promotion arrangement and post-promotion follow-up scheme. Extended related questions and answers: how to promote products? My name is Dora, and I have been engaged in marketing 10 for many years, providing marketing consulting services for 7-Eleven, Microsoft, Tencent and other groups. Click on the avatar to follow, and leave a message directly if necessary. Thank you.
The question is still too broad to give a particularly targeted opinion Just like asking how to cook. It's not easy to recommend recipes without saying what dishes you like, whether there are any taboos.
So from the big idea, you can make a reference.
Products can be divided into two categories according to the types of use: daily consumer goods and professional supplies.
Daily consumer goods are products that people need, including clothes, daily necessities, food, mobile phones, computers and so on.
Users of professional products are not the general public, such as mechanical equipment, medical equipment, industrial equipment and so on.
1. Who will buy your product?
If I sell snacks, it is definitely not a good choice to spend a lot of energy publishing product information on the mechanical processing website. This is an extreme example.
Similarly, if I am a shutter machine, it is not a good choice to send product information to Xiaohongshu.
If you want to sell something, the first thing to be solved is the relationship between people, goods and fields.
People are potential consumers, and goods are your products. I prefer to understand the scene of human existence.
Find out the characteristics, habits and concerns of people who may buy your products, and then see in which scenarios (channels) their demand for such products is mainly met.
The rest is to connect these three links and sell the goods.
For a simple example, for example, you produce laundry detergent, but your main purpose is to do wholesale, not C-end retail. Then who do you think your consumer should be and what should be the scene of the consumer?
Obviously, the consumers at this time should be the owners and distributors of small supermarkets. Where will these people be? The most concentrated places must not be Xiaohongshu, Zhihu and Tik Tok, but Class B vertical platforms and channels that can provide B-end services.
2. Establishment of human-object-field relationship
We have found people, goods and markets respectively, so the next step is to establish the relationship between them and complete the sales.
The first is the connection between goods and markets. If people want to buy them, your products must first appear in the place you choose. For example, if you are in the traditional mechanical processing industry, and you choose several B-side vertical channels, you must first complete the product moving in and uploading.
What we should pay attention to is the essential difference between Internet e-commerce and offline stores. Users in physical stores can really perceive products, but the Internet can't.
Users' perception of Internet products is based on words, pictures and videos, which requires enterprises not to make a few pictures simply and rudely.
How to make customers clearly understand and be interested in products through pictures and texts? The promotion page of that product should cut the pain points of users and show your advantages.
Or take mechanical equipment as an example, such as rolling doors. Of course, the shutter door is bought to make a door. This is not the purpose, nor is it a pain point.
For example, am I worried about the quality of this facade? Will the motor inside break down easily? How long can I use it? What if it breaks down? Is there after-sales service? Will it rust?
This is a perceptible 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 very similar to the idea of doing SEO before.
To predict the user's search behavior.
For example, a rolling door, I want to buy a rolling door, what would I choose?
Will you search for keywords such as shutter door merchants and shutter door installation in xx area? Then the content needs to be optimized around such words to make it easier for potential users to find you.
Besides, is it possible for me to search for a better shutter door? Of course, people who search for such keywords may not finally decide to buy. He just wants to know and make a horizontal comparison.
This kind of word should not spend a big budget to pay attention to, but should be optimized through seo to make it rank. There are many people searching, which may naturally transform and be ranked by seo. No matter how many times you are clicked by others, you don't need to pay the advertising fee separately, which is profitable.
Write at the end:
1, share the promotion traffic market dynamics and trading methods from time to time, and pay attention to me or private messages;
2, occasionally write some career development issues, less detours, so that freshmen can get some good advice;