广告设计提案经验 (6)

CommunicationStrategyfor8848.netChinaLaunchPreparedfor:•Internetmarkethasdevelopedtremendously,andInternetusersinChinawilldouble•Onlinestores,asaworldwidebusiness,haveaverybrightfuture•8848hasgainedsomeawarenessamongInternetusers,mostofwhomhavealreadybeenthepioneeronlineconsumers是划算4huasuan.comStrategyDevelopmentProcess•Wherearewe?•Wherewewanttobe?•Howcanwegetthere?MarketSituation•Internetusersaresomewhatrestrainedbyofflineshoppingintermsofwayandconcept•Internetusersdon’ttrustonlineshoppingfortheimmatureconsumptionenvironment–onlinepaymentsystem–offlinedeliverysystem•Actualdifficultiesforon-linesalesTarget...Primary:NetizensSecondary:thepotentialNetizensDemographics:MalesAgedfrom16to35whoaremainly:StudentsWhite-collarsPersonsconcernedwithComputertechnologyTelecommunicationpersonsTarget...•Psychographics–Affluent&Mobilelifestyle–Workingorlivingininternetenvironment–Easytoadapttheup-to-dateinternationaltendency–Somearewesternized,seekingforqualitylifeConsumerU&ATowardse-Shopping...•Mostofthemhaveheardthee-shoppingconceptwhereasveryfewevertried.•Somehavealreadyknownthee-shoppingsites,suchas8848.net,Sohu&Netease•Allofthembelievethegenericbenefitsofonlineshopping:-Convenience/Fashion/Fun/Value-for-money-Keybarriers:ProductAttributes•Ampleproducts’choices–9varieties–Over100thousandsofbooks,20thousandsofsoftware•Flexibleandsafeonlinepayment–17paymentchoicesProductAttributes•Nationwidedeliverysystem–441citiesacrossChina•Price’sdiscount–For95%oftheproducts–50%discountatmost,and10%atleast•Goodafter-salesservice–DoubleguaranteefromboththemanufacturerandtheonlinestoreBenefits•Tofeelacontemporaryonlinepurchasewayininternetenvironment•Toenjoyaneasyshoppingfortime-savingandadaptationofbusylifePersonality•Professional8848isaprofessionalonlinestorewhichcanprovideoverallonlineshoppingservices•Fashionable8848isafashionableonlinestorewhichdeliveramodernlifeway•LifelizationWherearewenow?•Havecapturedtheonlinebusinessopportunityearlythisyear.•HavegainedarelativelybetterawarenessandrecognitionamongInternetusers•Haveacomparativelybetteronline-sales’conditionWherearewegoing?•Tocapturethefuturemarkettothemostextent.•TomotivatemoreNetizenstoshoponline•Tofurtherimprovethebrand’sawarenessandpreferenceMarketingObjectives•TobuildaNo.1onlineshoppingbrand•TocapturethepotentialB-to-Cmarketasmostaspossible•TodrivethepresentNetizenstoshoponlineCommunicationObjectivesToimprovebrandawarenessandrecognitionTomotivatetheNetizenstoshoponlineBrandStrategy•FirstStep:–Toestablishstrongcompetitiveedge•Topositionclearlyandstrengthenthebrand’srecognition•Monopolizetheconceptof8848-e-shoppingBrandStrategySecondStep:–TomotivateInternetuserstoshoponline–ToovercomeNetizens’psychologicalbarriersoveronlineshoppingBrandStrategyToreinforcetheadvantagesof8848.netin:–Ampleproducts’choices9sortsOver100thousandsofbooks,20thousandsofsoftware–Flexibleandsafeonlinepayment17paymentchoicesBrandStrategyToreinforcetheadvantagesof8848.netin:–Nationwidedeliverysystem441citiesacrossChina–Price’sdiscountFor95%oftheproducts50%discountatmost,and10%atleast–Goodafter-salesserviceDoubleguaranteefromboththemanufacturerandtheonlinestoreBrandStrategyTomotivateNetizenstoshoponline–OnlinepromotionactivitiesProduct…Price...ThemostimportantfactortomotivatetheNetizenstoshoponlineThemorediscount,themoreshoppersProduct…delivery...•Reallypromptandsafeofflinedeliveryisthecompetitivefactortomaketheshopperssatisfactory•FreedeliveryisalsoveryimportantProduct…OnlinePayment...•ThesafetytopayonlineisthemainconcernforInternetusershereinChina•TheflexibleavailabilitytopayonlineshoppingProduct…After-salesGuaranteeManufacturers’guaranteeOnlinestore’sresponsibilityfortheshoppersDoubleguaranteeCommunication…Strategy...Thekeyobjectiveinadvertisingistocommunicatethat8848.netisaprofessionalonlinestorewhichcanprovideexcellentonlineshoppingservicesanditisanewlifestylefortheonlineshoppersCommunication…Strategy...Whiletherearebrandattributes–onlinepayment–offlinedelivery–doubleguarantees–ampleproducts–attractiveprice….Communication…Execution...–Tocommunicatetheclearpositioningofonlinestorefor8848.net–Tostrengthenthedominantpositioninonlinesalefieldfor8848.net–Tocommunicatetheadvantagesinproducts,price,delivery,payment…–Toannouncethepromotionactivities–ToannouncethenamesofexclusivelypromotedproductsCommunication…Execution...–Takeadviceonthebrandstyle:NotITstyle,moreconsumerproductstyle.–Usethespecificbrandcolors:thisprovidesforaconsistentandmorepowerfulbrandidentityacrossallmaterialstheconsumersees.–Usethebrandlogo/mask:Thisispartofbrandandshouldbevisibleattheendofthecommercialandappearwithintheoverallcommunication.Communication…Media...•CompetitivemediaweightinthelaunchphaseduringtheperiodfromDecember,1999toMarch2000isvitalforthebrandtocapturetheleadershipposition•SincetheWTOentry,itisapivotalperiodtocapturetheonlinesalesmarket,theshareofvoiceisakeyfactortoattracttheattentionoftheaudienceCommunication…Media...–Magazinesandnewspapersistheprimemed