A New Project of Product Promotion in Phoenix

1、a new project of product promotion in phoenix论 文 摘 要phoenix 集团是一家总部位于北京，但以俄罗斯莫斯科上市为主的，在时尚皮鞋业具有很强竞争力同时在全球也享有一定声誉的跨国公司。公司主要定位于高档皮具产品。十年来公司的产品主要出口到欧洲，美国以及加拿大等地区。该公司拥有员工200多人，设立了5 个办事处和分公司，分别位于：莫斯科，意大利，广州，上海和杭州。10年来，公司年均出口皮鞋4,800,000双。我在该公司担任国际业务部的业务经理。随着国内外市场竞争愈演愈烈，越来越多的外国品牌蜂拥而至，同时也伴随着中国皮鞋制造业的发展，我公司面临着

2、激烈的竞争和挑战。尤其是近一年来，大多数欧洲国家对中国皮鞋出口设立贸易壁垒， 中国的皮鞋出口也正处于比较严峻的形势，公司的出口受到较严重的影响。本论文通过此次公司的新产品，设计了一个新产品推广和促销计划，力图在短期内帮助公司走出困境，以更好的满足客户需求来扩大产品的市场影响力和竞争力。本论文前期通过目标客户的分组采访、问卷调查、网上再现交流swot分析法等研究方法，分析市场需求。中期通过在欧洲开办展会，力图在短期内得到建设性和有效性的产品推广办法。后期通过采访和问卷及展会的到得的用户的反馈和信息来进行评估经过前期仔细的调查分析及切实可行的设计，中期认真的筹备展会和后期客观评估，本论文设计的新产

3、品的推广计划顺利得到实施，不但实现了预计的销售目标，而且客户数量持续快速增长，营业收入和利润均获得了预期的效果。实践证明，客户是上帝，产品只有适合市场需求才有广阔的舞台，只要与时俱进，创新营销方式，不仅能走出困境还能反败为胜，占有更多的市场。abstractthis dissertation presents a detailed report of a project implemented to promote a new product and to help the company to get out of the difficult situation. based on the

4、hypothesis that more diversified product structure and to meet the customers needs would better satisfy our customers needs and wants and therefore make our company more competitive in shoes making industry. a two months npp (new product promotion) project was carry out .scientific research methods

5、of customer survey, such as focus group and face to face interviews, questionnaires and swot analysis were used in the identification, analysis of problems and project evaluation. project framework, activity flow chart with time scale and project progressive checklist were used to monitor the projec

6、t implementation. with the efforts of all our project members, the project has finally achieved its goal successfully. the newly developed products have been well received by our customers and, as a result, customers satisfaction ratings have been significantly improved. , meanwhile the companys com

7、petitiveness has improved .the project hypothesis has proved to be reasonable and applicable. the project successfully achieved its objectives, i.e. to promote the new products and to enhancing the competitiveness of the company.table of contentspages1. introduction 12 summary of the preliminary res

8、earch2 2.1. problem 2 2.2. problem analysis3 2.2.1 companys current situation3 2.2.2 needs and wants analysis4 2.2.3 swot analysis 53. project objective and hypothesis73.1.project objective83.2. project hypothesis84. project rationale85. project design95.1. planning activities95.1.1 activities with

9、time-scale95.1.2 people involved and responsibilities125.2. costing125.3. risks analysis145.4. management and control146.project implementation156.1. general introduction of time, placeof project implementation156.2. the working steps of implementation156.3.monitoring167.project findings and discuss

10、ion167.1.results167.2.discussion178. conclusion17bibliography19appendix 1: questionnaire20appendix 2: the project framework21appendix 3: feedback from the customers22a new project of product promotion in phoenix1. introductionour company, phoenix group, was registered in moscow, russia but located i

11、n beijing, china. we mainly export our excellent leather shoes to europe, usa and canada market with more than ten years experience. it has more than 200 employees who were distributed in 5 offices and subsidiary companies in moscow, italy, guangzhou, shanghai and hang zhou. our brand company also h

12、as occupied high reputation in the industry all over the world. over the past ten years, our company has exported on average 4,800,000 pairs of leather shoes per year. i work in the international business division as business manager in the division.however, our companyphoenix group (china) is lack

13、of european customers now, although we have more than ten years of exporting experience in this field, few of european customers know our companys name and products. obviously our further business development in the market has been affected seriously by this situation. especially since many countrie

14、s in european union set up trade obstacle for leather shoes from china, the industry of leather was in the period of low tide in recent one year. and more and more foreign brands come into china, and more and more chinese companies export the leather shoes to overseas market. the amount of phoenix l

15、eather shoes exported was only 300,000 pairs in the past one year, the situation of which is very embarrassing compared with the past figures. other brands in china, such as “belli”, “harson” and “spider king” also faced the same difficulty as phoenix did. it impresses an unprecedented pressure for

16、“fascino”, the new series of phoenix, who has completed the process of marketing research and is going to be launched within two months. our company requires the international business division to export at least 10,000 pairs of “fascino” leather shoes per month, but facing such a low market and low

17、 tide economical circumstance, it is very difficult or even impossible for us to finish the sales assignment. in order to finish the sales amount, it is important for our company to do an excellent preparation with the minimal risks for promotion of “fascino”. so as the business manager of the inter

18、national business division in our company ,it will be my responsibility to cooperate with my staffs and other staffs involved with marketing department, design department and after-sales department to get out of the difficult situation and to establish a prosperous market for the new “fascino” serie

19、s in the international market. based on the hypothesized that if we can present our company and products perfectly during the fair and have a memorable impression on the visitors, then we can enlarge our company reputation effectively and promptly and finally we will find some big buyers. a two-mont

20、h project was launched that is we have joined an exhibitor to an european well-known shoes fairgds shoes fair in dsseldorf, germany from sep. 18th to sep. 21 th, 2006. a series of activities was planned and carried out, such as contacting the fair organizer, holding an internal meeting, contacting t

21、he existing customers, attending the fair, and so on. before putting the plan into practice, i also devised some measures to control and manage potential risks.the outputs of the project were a lot of european customers are attracted to be our customers, our companys reputation in the field could be

22、 improved and the existing customer relationship be consolidate and more and more new customers are developed and we could enlarge our target customers and increase our sales.the total estimated costs of the project are rmb363, 615.00 with four parts including material and equipment, time and labor,

23、 finance, and contingency allowance. in the whole process of this project, i adopted those helpful techniques and methods which john hilton introduced in his book “practical business project and proposal (2001)”. scientific research methods of customer survey, such as focus group and face-to-face in

24、terviews, questionnaires and swot analysis were used in the identification and analysis of the problems. and project evaluation, flowchart, project framework and activity flow chart with time scale and project progressive checklist were used to monitor the project implementation, several other metho

25、ds were also adopted in the design, implementation and evaluation of the project. within the two months after attending the fair, the project brought a rapid increase in the customer amount and the demand from the european market and from the world. the products and the reputation of our company was

26、 highly improved, and we get more orders from the customer and our business run rapidly 2. summary of the preliminary research2.1problemthe problem we are facing is that our company, phoenix group, is lack of european customers now because of many countries in eu countries set up trade barriers for

27、leather shoes from china and the fierce competition in both overseas and domestic market, more and more foreign brands come into china, and more and more chinese companies export the leather shoes to overseas market make the difficult situation worse and even impossible for us to finish the sales as

28、signment-to export at least 10,000 pairs of “fascino” leather shoes per month,2.2problem analysis2.2.1 companys current situationl financial statusover the past ten years, our company has exported on average 4,800,000 pairs of leather shoes per year. but in the recent one year, the amount of phoenix

29、 leather shoes exported was only 300,000 pairs in the past one year, the situation of which is very embarrassing compared with the past figures. and the profits has down by 35%l human resourcesour company has more than 200 employees who were distributed in 5 offices and subsidiary companies. i am th

30、e business manager of the international business division in our company, other staffs involved with marketing department, design department and after-sales department l technical advantage, internal and external environmentour company, phoenix group, have a strong advantage in designing and produci

31、ng the most elegant and fashionable leather products, but also we have an activity and long experience trade knowledge of our line of business will ensure the orders are carried out promptly and efficiently. the groups expertise in product design, development and production makes it uniquely positio

32、ned to deliver first-class leather products to the market of the world. our brand company also has occupied high reputation in the industry all over the world. many countries in european union set up trade obstacle for leather shoes from china, the industry of leather was in the period of low tide i

33、n recent one year. and more and more foreign brands come into china, and more and more chinese companies export the leather shoes to overseas market. it impresses an unprecedented pressure for our company.l customer profilessince the “fascino” (our new brand) will focused in the middle to high marke

34、t with more fashion, the people who wears the shoes can be for work as well as for casual. in order to make a successful promotion of the new series “fascino”, we have to get a better understanding of our target customers. the price of “fascino” is fixed between usd800/pair and usd1, 000/pair in ove

35、rsea market, so we divide our target customers into three groups: 1) the first target group is the person aged at more than 35 years old, but they yearn towards fashion. they have sufficient economical capability to purchase it. 2) the second target group is the twentys young people who work at in t

36、he big and famous company, they have good income. so they also have strong consumptive capability.3) the final target group is the person who adores brand displayed in the department store or shopping mall with good environment. so they are infatuated with brands.2.2.2needs and wants analysisin orde

37、r to get a clear understanding of the views of our target customers, an interview was carried out by our staffs in oversea offices; a questionnaire was sent to our existing chief buyers in europe, usa and canada who had our product catalogues or browsed our website. they are organized as follows: 1)

38、 10 people aged at more than 35 years old who yearn towards fashion.2)10 people aged twentys young people who work at in the big and famous company with good salary.3)10 people who adores brand displayed in the department store or shopping mall.questionsafter they were invited to answer our question

39、naire, they were asked to give us open and real answers according to our questions as follows:1) how about your feeling for the circumstance of our indoor display hall when you browse it from website or visit our sample room?2) do you think our sales staffs are professional, patient, friendly and wi

40、th good technical experience?3) do you think the design or style of “fascino” is fashionable or not?4) how do you think about the quality of leather material for the shoes?5) how do you think about the last and workmanship for the shoes?6) what do you think about the color for the shoes?7) do you li

41、ke the brochure of “fascino”? and can you give me some advice on the brochure?8) do you like “fascino”? if it is displayed on an exhibition, which kind of music and attractive show bill do you think are appropriate for it?the answers were constructive and helpful for the promotion project of “fascin

42、o”.suggestions1) the indoor display should keep simple, clean and bright, which is appropriate the appearance and color of “fascino”. the shoes should be displayed in good order but sometime it could be isplayed artistically. the indoor display should be managed very well. 2) our sales staffs should

43、 be professional, patient and friendly when they handle the business especially when they receive the complaint or question from our customer. the sales staffs also should know more about the technical of shoes and are welling to offer his or her knowledge to customer asks.3) the design or style of

44、“fascino” should be fashionable; otherwise we will lose the potential customers.4) in order to keep the strong competition in the industry, sometimes we should import the excellent leather material from foreign country (such as italy) to make the shoes for “fascino”. since the quality of leather mat

45、erial in italy is top one in the world.5) we should recommend our designers to design many lasts for one model to let our customers have many choices. and we also have to termly train our workers in the factories to improve the workmanship for the shoes. 6) we should design at least 12 colors such a

46、s black, brown, white, apricot, pink, green and so on for one last for our customers choices, and the colors should be popular and fashionable. 7) the brochure of “fascino” shouldnt be too thick; it should be convenient and easy to see the style and color of the shoes. and from the brochure, the cus

47、tomers should know how many colors they can choose.8) the music played on the exhibition of “fascino” should have different types, which can show that “fascino” is suitable for different groups. it is better that there is a screen as the background or there are some attractive show bill on the wall

48、or stood on the floor, because when different music is played, different scenes should appear to coincide with the music.2.2.3 swot analysisin order to have further understanding of the current situation so as to make plans for resolution to the problem described above, we carried out a swot analysi

49、s of the situation, including our strength, weakness, opportunity and threats. we considered the company profile, our staffs in different departments, our fund situation, the assistance from factory, our designing capability and the quality of the new series “fascino, the potential market, the targe

50、t customers, and so on. all the analysis are included as follows:strengthsl our company has a high reputation in the industry all over the world, we have more than ten years experience in exporting leather shoes. so we also have many long-term customers and business partners all over the world. l “f

51、ascino” is a product with high quality, the leather material will be important from italy, the price will keep similar lever with the old series in phoenix group. so its price is a strong point compared with the products with the same quality.l there are many colors for customers to select their fav

52、orable styles. and we also have employed some famous shoes designers from italy and usa to improve our designs capability. so our shoes look more fashionable, and it will be suitable more people.l our company has good relationship with china leather institute, we attend the most famous shoes exhibit

53、ion in germany, italy and usa two times very year organized by them. the institute always update the information for us immediately so that we can catch more customers through them. and their capacity always ensures a successful exhibition.l our company was registered in moscow, and we have five off

54、ice and subsidiaries in foreign countries and in china. thus we can catch the first information from our target customers through our offices in foreign countries. at the same time, we also have international team to promote our products of “fascino” in the world. l we also have 3 factories in china

55、; they can give us the strongest support to export the goods of “fascino”. l the staffs in the international business division are well trained and highly educated; we have rich experience in the exporting area. some of them studied back from uk, so we have more advantage to handle the business, we

56、are enthusiastic about our work, cooperating well with each other and. our work team is an effective one. we feel united as one and cooperate well with each other. l our service is most of times satisfying. we always ask for the feedback from our customers after the delivery of the goods. when any feedback from the customers is negative, we can always find out the problem and try to solve it, making ourselves better next time.l we have the good relationship with many big banks in china, so we can get fund support from them. weaknesse