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2024/5/12推廣方案

CommunicationStrategy for8848.netChinaLaunch

Preparedfor:Preparedby:HuiCongInternational AdvertisingMarketSituationInternetmarkethasdevelopedtremendously,andInternetusersinChinawilldoubleOnlinestores,asaworldwidebusiness,haveaverybrightfuture8848hasgainedsomeawarenessamongInternetusers,mostofwhomhavealreadybeenthepioneeronlineconsumers

StrategyDevelopmentProcessWherearewe?Wherewewanttobe?Howcanwegetthere?MarketSituationInternetusersaresomewhatrestrainedbyofflineshoppingintermsofwayandconceptInternetusersdon’ttrustonlineshoppingfortheimmatureconsumptionenvironmentonlinepaymentsystemofflinedeliverysystemActualdifficultiesforon-linesalesTarget...Primary:NetizensSecondary:thepotentialNetizens Demographics:MalesAgedfrom16to35whoaremainly:StudentsWhite-collarsPersonsconcernedwithComputertechnologyTelecommunicationpersons

Target...PsychographicsAffluent&MobilelifestyleWorkingorlivingininternetenvironmentEasytoadapttheup-to-dateinternationaltendencySomearewesternized,seekingforqualitylifeConsumerU&ATowardse-Shopping...Mostofthemhaveheardthee-shoppingconceptwhereasveryfewevertried.Somehavealreadyknownthee-shoppingsites,suchas8848.net,Sohu&NeteaseAllofthembelievethegenericbenefitsofonlineshopping:-Convenience/Fashion/Fun/Value-for-money-Keybarriers:ProductAttributes

Ampleproducts’choices9varietiesOver100thousandsofbooks,20thousandsofsoftwareFlexibleandsafeonlinepayment17paymentchoicesProductAttributesNationwidedeliverysystem441citiesacrossChinaPrice’sdiscountFor95%oftheproducts50%discountatmost,and10%atleastGoodafter-salesserviceDoubleguaranteefromboththemanufacturerandtheonlinestoreBenefitsTofeelacontemporaryonlinepurchasewayininternetenvironmentToenjoyaneasyshoppingfortime-savingandadaptationofbusylife

PersonalityProfessional 8848isaprofessionalonlinestorewhichcanprovideoverallonlineshoppingservicesFashionable 8848isafashionableonlinestorewhichdeliveramodernlifewayLifelizationWherearewenow?Havecapturedtheonlinebusinessopportunityearlythisyear.Havegainedarelativelybetterawareness andrecognitionamongInternetusersHaveacomparativelybetteronline-sales’conditionWherearewegoing?Tocapturethefuturemarkettothemostextent.TomotivatemoreNetizenstoshoponlineTofurtherimprovethebrand’sawarenessandpreference

MarketingObjectivesTobuildaNo.1onlineshoppingbrandTocapturethepotentialB-to-CmarketasmostaspossibleTodrivethepresentNetizenstoshoponlineCommunicationObjectivesToimprovebrandawarenessandrecognitionTomotivatetheNetizenstoshoponlineBrandStrategyFirstStep:

ToestablishstrongcompetitiveedgeTopositionclearlyandstrengthenthebrand’srecognitionMonopolizetheconceptof8848-e-shoppingBrandStrategySecondStep:TomotivateInternetuserstoshoponlineToovercomeNetizens’psychologicalbarriersoveronlineshoppingBrandStrategyToreinforcetheadvantagesof8848.netin:Ampleproducts’choices9sortsOver100thousandsofbooks,20thousandsofsoftwareFlexibleandsafeonlinepayment17paymentchoicesBrandStrategyToreinforcetheadvantagesof8848.netin:Nationwidedeliverysystem441citiesacrossChinaPrice’sdiscountFor95%oftheproducts50%discountatmost,and10%atleastGoodafter-salesserviceDoubleguaranteefromboththemanufacturerandtheonlinestoreBrandStrategyTomotivateNetizenstoshoponlineOnlinepromotionactivities

Product…Price...ThemostimportantfactortomotivatetheNetizenstoshoponlineThemorediscount,themoreshoppers

Product…delivery...ReallypromptandsafeofflinedeliveryisthecompetitivefactortomaketheshopperssatisfactoryFreedeliveryisalsoveryimportantProduct…OnlinePayment...ThesafetytopayonlineisthemainconcernforInternetusershereinChinaTheflexibleavailabilitytopayonlineshopping

Product…After-salesGuaranteeManufacturers’guaranteeOnlinestore’sresponsibilityfortheshoppers

DoubleguaranteeCommunication…Strategy...Thekeyobjectiveinadvertisingistocommunicatethat8848.netisaprofessionalonlinestorewhichcanprovideexcellentonlineshoppingservicesanditisanewlifestylefortheonlineshoppersCommunication…Strategy...Whiletherearebrandattributesonlinepaymentofflinedeliverydoubleguaranteesampleproductsattractiveprice….Communication…Execution...Tocommunicatetheclearpositioningofonlinestorefor8848.netTostrengthenthedominantpositioninonlinesalefieldfor8848.netTocommunicatetheadvantagesinproducts,price,delivery,payment…ToannouncethepromotionactivitiesToannouncethenamesofexclusivelypromotedproductsCommunication…Execution...Takeadviceonthebrandstyle:NotITstyle,moreconsumerproductstyle.Usethespecificbrandcolors:thisprovidesforaconsistentandmorepowerfulbrandidentityacrossallmaterialstheconsumersees.Usethebrandlogo/mask:Thisispartofbrandandshouldbevisibleattheendofthecommercialandappearwithintheoverallcommunication.

Communication…Media...CompetitivemediaweightinthelaunchphaseduringtheperiodfromDecember,1999toMarch2000isvitalforthebrandtocapturetheleadershippositionSincetheWTOentry,itisapivotalperiodtocapturetheonlinesalesmarket,theshareofvoiceisakeyfactortoattracttheattentionofth

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