伊莱克斯市场拓展计划.ppt

市场拓展计划 market development plan,july-december,2009,2,背景 background,外部环境 external environment 受宏观经济环境影响，小家电市场整体销售呈现同比下降，但以食品加工机和电压力锅为代表的厨房小家电逆市增长。 as a result of macro-economic downturn , small household electrical appliances market showing year-on-year decline in overall sales , however, small kitchen appliances such as food processing machines and electric pressure cooker growth against the market trend 以美的，九阳，奔腾为代表的国内小家电品牌凭借资金优势采取大规模媒体投入配合店内促销，扩大市场份额的策略。 small domestic appliance brands such as the midea, joyoung, povos with large-scale capital investment and in-store marketing media to expand market share,3,背景 background,外部环境 external environment 以飞利浦，松下为代表的国外小家电品牌纷纷推出新品，并开展大力度的促销活动抢夺高端市场。 foreign brands such as philips, panasonic have introduced new products, and great efforts to carry out promotional activities to snatch the high-end market. 零售渠道（包括家电连锁和百货商场）为提升销售，也频频开展大力度的促销活动，并将促销费用转嫁给各个品牌。 in order to enhance sales, retail outlets (including home appliances and the department store chain) has also been great efforts to carry out promotional activities, and pass the cost of promotions on all brand. 非零售渠道由于企业盈利减少，集团购买需求下降，同时中国移动在14月暂停礼品采购，因此出现销售同比下降 non-retail channels to reduce corporate earnings, the group purchased a drop in demand, while china mobile in january-april to suspend the procurement gifts, resulting in year-on-year decline in sales,4,内部环境 internal environment products： dh:上半年推出14系列及pet-lover宠物吸尘器，果断淘汰ka系列低毛利产品，但中高端吸尘器产品没有推出，这是下半年的重点工作。 launched 14 series and pet-lover pet vacuum cleaner, and stop production of the ka series of low-margin products, but did not launch products in the high-end vacuum cleaner, which is the focus of the second half of the work of dr:上半年eot550等4款电熨斗推出，下半年结合市场趋势重点在于食品加工机，电磁炉，加湿器的新品，并争取进一步丰富电压力锅产品。 iron eot550 released during the first half, second half combined with focus on market trends in food processing machine, induction cooker, humidifier development, and to further enrich the electric pressure cooker products.,背景 background,5,背景 background,渠道：受国美事件影响， 上半年我公司专柜已全面撤出国美门店，从而影响的零售销量和市场份额 channels: the case of the gome, at present our company has been fully counter from gome, which will affect the volume of retail sales and market share 客户：目前经销商基本都是合作期较长的客户，对公司比较了解，希望得到公司更大的支持 guest: the dealers are essential co-operation of longer term clients and they want more support from the company 零售促销支持：受预算限制，除新春和五一促销活动外，上半年没有开展如road show等品牌宣传和促销活动，零售专柜投入也相对有限 retail sales support: by budget constraints, with the exception of new year and 5.1 promotional activities, brand promotion activities such as road show are not held, retail counters investment are also relatively limited,6,背景- 分析 background-analysis,如何脱颖而出？ how to come to the fore,市场需求下降， 市场竞争更加激烈 competitors,有良好的实际购买心理，经过前期对小家电 的考察，已形成一定购买倾向和目标，但这 种目标较容易被售场的现场气氛所改变。 psychological factors,降价、赠品促销 等方式抢占市场份额 新概念、新策略 和新方法纷呈迭出； new ideas,行业背景 background,竞争品牌 competitors,消费者 consumer,7,目的 purpose,品牌 brand 提升伊莱克斯小家电品牌形象 enhance the brand image 利用新品强化伊莱克斯小家电独特的工业设计优势 strengthen publicity unique industrial design 终端 terminal 提升终端形象 upgrade the image of terminal 树立促销员信心 establish confidence in sales,8,目的 purpose,渠道 channel 扩大渠道影响力，对零售和非零售构成支持 to expand the influence of channel and support for retail and non-retail channels 增加经销商信心 increase the confidence of dealers 产品 products 在旺季前完成产品上市准备，集中资源扩大影响 prepared listing , to expand its influence 借助各种市场支持，形成整合传播 multi-media dissemination,9,活动策略strategy,品牌建设:brand building 提升品牌知名度及美誉度 enhance brand awareness and reputation,销售促进:sales promotion 销售任务的良好达成 task,独具匠心的活动主题、媒体配合活动 unique theme , media,店内pop、售场布置、产品演示、促销活动 pop, promotions, product demo,10,目标消费群分析 target analysis,低端,高端 high-end,中端middle-level,低端 low-end,成功的人士：信任国际品牌，推崇高品质的产品，追求有高品位的生活successful people,白领人士：渴望成功，尚未完全达到自己的理想或梦想，积极进取，希望生活品质提升white-collar,普通人群：虽然购买我们的中、低端产品，但也乐于接受时尚、健康概念，喜欢实惠、经济的产品。others,三类人群，有其共同点：对更好更美的生活有追求 common: pursuit for a better life,11,情感性 emotion,功能性 functions,品味生活之美feel the beauty of life,核心策略 strategy,进行刺激stimulate,获取认同identity,突出有伊莱克斯小家电，创造轻松和趣味的生活,宣传主要信息：涵盖了“thinking of you”的品牌内涵 brand connotation,12,促销策略 method,联合家居类媒体，通过微尘测试，显示伊莱克斯吸尘器与众不同之处，并以此为基础，推广到零售门店和互联网，进一步扩大影响； a particle counter is been used for exhaust test .the result could show the differences form other vc. show the perfect performance by media. 以胶囊咖啡机，触摸式电磁炉，艺术型加湿器等新品与消费者形成互动，吸引消费者亲身参与产品演示，创造品牌忠诚度； new products for consumer interaction ,create brand loyalty,13,促销方案-品味生活之美 feel the beauty of life,促销主题：品位生活之美 theme: feel the beauty of life 促销时间：2009年9月-2009年12月 促销城市：全国重点城市 location: key cities,14,活动组合 multi-level activities,多层次行动全面提升伊莱克斯吸尘器品牌形象 multi-level action to enhance the brand image of electrolux vacuum cleaner,活动口号 品位生活之美,展示道具更新计划,新产品投放： 现场演示,媒介公关支持：dream kitchen,门店形象提升计划,吸尘器产品线媒体宣传计划,区域性促销计划,15,行动 action,零售促销 retailing promotion 零售形象改进计划 终端形象评估 terminal image assessment pop/dm 更新 pop/dm update 新品上市促销计划 new listing promotion programs,16,行动 action,媒体宣传 media 家居类杂志 重点城市报纸软文发布 互动活动 interactive activities 梦想厨房 dream kitchen,17,终端形象提升 enhance the image of terminal,目的 purpose 提升品牌在消费者心中的形象 enhance the brand image in consumers 方式 method 宣传品的更新和制作 dm/pop update 零售专柜形象评比 counter the image of the retail assessment,18,专柜形象评比 counter the image of the retail assessment,活动内容 content 根据现有的vi手册为标准，按照门店规格以大区为单位制定终端形象计划，以抽检的方式，评选优秀门店和优秀培训专员，给予奖励 according to the vi, each area make a plan for terminal image improvement. award for those with outstanding performance 评比形式 forms check from time to time 期限 deadline 自2009年8月至2009年10月 oct,2009,19,细则 details,评比标准 evaluation standards 伊莱克斯终端形象手册 electrolux vi 指标 indicators 直观印象 visual impression 是否遵循伊莱克斯vi in line with the electrolux vi 促销员培训 sales training dm/pop展示 dm/pop,20,奖励 award,对评比优秀的门店以及促销员，给予一定物质上的奖励 award for excellent branch and sales 给予表现突出的大区培训专员给予奖励 award for excellent trainer,21,展示道具更新计划 update plans for display props,新产品pop/dm有助于促进销售以及提升促销员信心 the pop/dm for new products is good for raise the confidence of sales 伊莱克斯品牌台卡 electrolux calendar 电子促销员 e-sales,22,吸尘器产品线媒体公关计划 vc media public relations program,目的 purpose 以伊莱克斯提高生活品质为主题，通过媒体宣传，进一步突出伊莱克斯吸尘器是家庭健康的好伙伴，配合新品上市计划 with the listing of new products ,show the electrolux vc as a good partner of quality life 时间 deadline 2009年9月-10月 sep.-oct.,2009 方式 way 与安家杂志联合举办顾客体验活动，通过与竞品的对比，突出伊莱克斯吸尘器“最佳过滤效果”性能，并将消费者体验过程通过相关媒体予以刊发 with the cooperation from media electrolux would show the best filtering effect and published on the web or other ways,23,“dream kitchen” website,目的 通过网络互动形式宣传伊莱克斯小家电产品给消费者带来的生活享受。并利用网络平台扩大传播，有效促进新品销售带动整体销售提升。 形式 联合大家电发布dream kitchen网站 通过网民互动，评选出伊莱克斯贴心之星，活动主页将有网络投票器，由所有网民投票，评比结果将综合投票和评委意见评选出若干奖项，并且给予奖励 上传相关产品及品牌壁纸和视频，吸引点击率 推出每周产品之星，通过小问答的形式提升受众对小家电产品的了解，并给予适当奖品 其他