Case study on joint promotion planning of small household appliances
Planning background:
In 2005, China market opened the first year of flat panel TV (lcd, pdp plasma). In the face of round after round of price cuts, the "price war" has once again started in the field of domestic color TV sets. At the end of last year, Sony finally couldn't resist the temptation of the flat panel market in China, and took the lead in reducing the price among foreign brands to meet the challenge of local brand groups in China. In a frenzy of price reduction, how to break through the bondage of price war has become the core issue for many brands at this stage.
In 2006, China is expected to sell 5 million flat-panel TVs and 4 million LCDs, which means that China has really entered the year of flat-panel sales explosion. May, 2006 1 is another drama since China flat panel became the new favorite of household appliances, and it is also a crucial period for many brands to start their 2006 annual plans. Whether the brand can endow the May Day promotion with strategic significance and achieve a breakthrough in brand communication is the key to test the success or failure of each flat annual plan.
After 27 years of careful management, Konka Color TV has become a household name in China. In 2005, its brand assets reached 1 506,5438+0.2 billion yuan (becoming the most valuable brand in Shenzhen), ranking among the top 10 most valuable brands in China for five consecutive years, and ranking fourth among the top 100 electronic enterprises in China for four consecutive years. Konka flat-panel color TV has inherited the "high definition strategy" in the crt era, and put forward the high definition concept of "speed determines definition" in the flat-panel category. Since the launch of flat-panel TV, the results have been impressive.
Problems faced:
Terminal competition in home appliance industry is becoming increasingly fierce; Terminal advertising, terminal packaging, terminal promotion. In the case of a sharp increase in terminal promotion costs, the effect is constantly discounted, and sometimes it is even ruthlessly overwhelmed; During the May Day Golden Week, many merchants' eye-catching promotional fighters will soon be filled with smoke!
Under the triple pressure of the growth of new domestic color TV brands, the competition of old domestic brands with certain strength and the challenge of foreign brands, Konka faces the following problems in preparing for the May Day promotion war:
How to use the May Day Golden Week to start the year-round promotion strategy?
How to realize the promotion task of May Day Golden Week with optimized scheme
How to get twice the result with half the effort and maximize the promotion return?
How to break through in various promotional activities of the terminal?
Policy implementation:
For any flat-panel brand, this May Day is not easy. If flat-panel brands want to succeed in promotion in 2006, they must win the May 1st Campaign. On the one hand, new technologies are introduced to support the launch of new products, and on the other hand, effective promotion schemes are introduced to stimulate consumers' consumption.
Step 1: crack the communication password of the tablet.
In order to make the communication activities during May Day more effective, Pioneer Strategic Center began to study the communication laws of Konka's competitors in 2005, and summarized, summarized and predicted the communication strategies and trends of many brands, laying a solid strategic foundation for Konka's May Day communication strategy.
After analyzing the communication contents and forms of all flat-panel brands, we have determined that "technology, design and service" are the three core fragments that constitute the communication dna of flat-panel brands:
Technology: Flat panel is a high-tech product in household appliances. LCD panels and chips, as well as internal promotion of circuits to improve image quality and sound quality, have become the main sources of communication interception points for many businesses. The propaganda of science and technology has also added the charm of consumption to the category positioning of flat fashion home appliances. The introduction of new flat-panel products, most brands are supported by technology, and other selling points are assisted, which shows the position of technology in flat-panel communication.
Design: In the field of flat panel, technical homogenization is not uncommon, so design has become a selling point for brands to break through homogenization competition. At present, with the chocolate series launched by lg mobile phone and the 520 (I love you) series launched by Samsung mp3, the era of "emotional marketing" of high-end electrical products has arrived. Fashion, advanced, simple and modern design style has become the mainstream of flat design, and flaunting famous designers and winning certain design awards have become two main forms of communication.
Service: The construction of pre-sales and after-sales service system has become another key embodiment of the competitiveness of high-end home appliance brands. Since flat-panel TVs, especially LCD TVs, account for 70% of the manufacturing cost, installation, maintenance and maintenance have become another important consumption link of flat-panel TVs, and service has also become the key point for many brands to build brand core values.
The second step: promote innovative ideas and pay more attention to practical results.
After a long-term follow-up study on the consumption pattern of consumers in the tablet market, as well as a clear view and cognition of consumer behavior in the tablet market. Then, before May 1 ST, LCD panel suppliers cut prices again, and the "downward expansion" at the consumption level became an important starting point for strategic thinking.
After May Day, the relevant data showed that the goal we set at that time was correct. The number of people getting married in this year's Golden Week is five times that of the usual Golden Week; Even on May 20th after the Golden Week, it was given the meaning of "I love you", and a large number of people got married.
Step 3: Implement the strategy.
After strategic analysis, during the May Day period, we should echo Konka's HD strategy in theme, introduce new scientific and technological concepts in technology to catch the eye, and have enough consumption incentives in the form of promotion.
(1) technical breakthrough: double HD, double wonderful.
Just as we are looking for how to differentiate homogeneous technologies, the Ministry of Information Industry announced the national high-definition standard in April, and the 720-line became an important indicator of high-definition flat panels. Some products of Konka have achieved the physical resolution display of 1920× 1080, which is twice that of the national high-definition standard!
In product selection, the 1920× 1080 series is selected as the theme screen to promote this pan-European classic model.
(2) Promotion breakthrough: hand in hand with the United States for joint promotion.
Cash back and buying gifts are traditional forms of home appliance promotion, because many brands will adopt such promotion behavior, and consumers have been cultivated into the habit of "promoting consumption" by many businesses. Without promotion, they don't spend, and promotion is more valuable than gifts.
The final consumer compares which returns more and which gives the value.
When discussing whether it is necessary to introduce the content of the World Cup in May 1 day, the strategy team foresees that the World Cup in May 1 day will become the focus of attention of many brands. To realize the differentiation of communication, we must first distinguish the content, give up the communication stunt of the World Cup and plan this activity, so as to avoid the similarity with other brands in the communication content. After May Day, we looked at the communication strategies of various brands and found that Konka's promotion in the terminal was unique, which made it stand out and resisted the dominance of other brands in the field of TV segmentation. At the same time, it also proves that Konka is wise to separate the May Day promotion from the World Cup promotion.
Then, how to realize the new idea of promotion, our method is to deeply understand the lifestyle and consumption psychology of the target consumers in the upcoming wedding frenzy in 2006, so as to find the strategic point of promotion breakthrough.
What kind of people are newlyweds and even people who live in new houses? What kind of consumption patterns do they have? What kind of promotion is the most effective? Wedding souvenirs, group wedding roadshows, honeymoon trips, wedding banquets, wedding photos, home theater "buying gifts" and interactive activities have become two directions of brainstorming. At that time, because Konka's channels were all over the country, it was not suitable for unified interactive promotion activities, and the final form was mainly "buying gifts, supplemented by activities".
The choice of gifts for newlyweds and people living in new homes should first promote small household appliances, because small household appliances are really urgently needed by target consumers. But many flat-panel brands have given away induction cookers, dvd players, rice cookers, home theaters and so on. We believe that it is difficult to get rid of the traditional promotion form by simply giving gifts at the terminal in the form of buying gifts. We must use another way of thinking to solve this problem-how to send a "heart" simply by buying gifts, how to spend the least money to achieve the maximum effect, how to expand the influence of promotion and form a communication stunt. At this time, joint promotion has entered our field of vision, and "black and white matching" has become the final choice.
When considering that black household appliances have never been jointly promoted with small household appliances, it is even more certain that "black and white matching" can become a publicity stunt and highlight the tight encirclement of promotion. Which brand is Konka suitable for holding? The first emerging brand is Midea-the same industry status, non-overlapping business scope, and increasingly overlapping consumer groups of flat-panel and small household appliances have become the basis of this strategic cooperation.
The strong alliance of non-extended brands can consolidate brand positioning. Konka focuses on the audio-visual field in the field of household appliances, and Midea focuses on the development of refrigeration equipment and small household appliances in the field of household appliances. There is no conflict between the two categories, and joint promotion can consolidate the positioning of their respective brand professional images. In addition, it can also reduce the promotion cost. This is the most direct and obvious advantage of joint promotion. Regardless of the size of the promotion, enterprises always have to pay the corresponding costs. The cost of joint promotion is generally the joint investment of both parties, which is equivalent to mutual free promotion to a certain extent. The influence of the enterprise is expanded, the sales volume is increased, the promotion cost is reduced, and the marketing cost is reduced. Scale effect can also be obtained. Joint promotion can achieve the effect that single promotion cannot achieve large-scale influence.
When joint promotion is determined as the main form of this promotion, Midea is also determined as a strategic partner. The promotion title of "Looking at Konka in HD, Better Life" is also natural. The title is linked to the brand claims of the two brands, and the life of Konka Flat Panel and Midea Electric Appliances, "Life can be better".
When the personnel in charge of the promotion work at Konka headquarters put forward this planning scheme to Midea, they found that Midea, which was also facing the dilemma of promotion, was also looking for a breakthrough in the May Day promotion activities. On the joint promotion plan, Konka and Midea coincide.
After determining the specific promotion content and promotion form, we must face the specific implementation details. This promotion is in the form of selling small household appliances with Konka color TV, and buying small household appliances has the opportunity to win Konka dual HD LCD. The activity was also interspersed with the joint signatures of the managers of Konka and Midea's national branches.
This activity started with the joint promotion press conference of Midea and Konka held in Shenzhen at the end of April, and launched terminal publicity in more than 30 cities across the country. Activity cities include: Beijing, Shanghai, Guangzhou, Shenzhen, Fuzhou, Hangzhou, Nanjing, Xi, Chengdu, Wuhan, Changsha, Chongqing, Tianjin, Zhengzhou, Lanzhou and Shenyang.
Promotion effect
Create the first marriage between black appliances and small appliances;
Konka color TV, the leading brand in China color TV industry; Midea's small household appliances, which are also leading brands in the industry, were jointly promoted on May 1 ST to provide customers with international quality color TVs and small household appliances-a major attraction of this May 1 ST home appliance promotion. Compared with the sales gifts of competitors, it has achieved ideal results in brand building, brand publicity exposure index and actual sales promotion.
Actual sales effect:
After the May Day promotion, after visiting dealers all over the country, I learned that during the May Day period, the sales volume of Konka in some areas achieved double-digit growth in the same period, especially the main push model 19 series was out of stock for many times, and the best results of thousands of units were achieved by single booking.
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