Three model articles on distribution scheme of mobile phone products

Model essay on the distribution scheme of mobile phone products: In the market where the overall sales volume of the mobile phone retail industry is declining, we should seize large holidays to promote sales, so as to boost sales, increase sales volume and establish a brand image. The following is a sample essay on the distribution scheme of mobile phone products that I have compiled for you. I hope it will help you. Welcome to read!

Mobile phone product distribution scheme 1 activity background:

Spring Festival is the golden age for consumers to buy mobile phones. A considerable number of consumers are looking forward to this period and can buy affordable mobile phones. This part of the population is mainly composed of two parts of consumers. 1, traditional consumers; 2. Smart consumers.

Rational consumers: prejudice; Reason; Introverted, planned, independent, and attach importance to promoting information;

Emotional consumers: lively, like to follow the trend, easily influenced by advertising. This part of consumers' purchasing behavior is not standardized, and their self-control ability and planning ability are poor. New Year's Day and Spring Festival are opportunities for them to show themselves, make public their personality and fashion.

Taking these two groups into account is enough to promote the whole mobile phone market and achieve better sales results.

The coming of the new year? Wealth? 、? Lucky? Is the pursuit of all our families.

Planning purpose:

First, use the high attention of the Spring Festival to form the attention of the target consumer groups to the brand;

Second, use hot events to form hype topics and increase media exposure. Relying on activities to win consumers' goodwill and recognition of brands and products;

Third, make use of the holiday effect of the Spring Festival to gather people and form shock waves and excitement.

Planning ideas:

This promotion activity is to drive the main models through one or two promotional models, and at the same time drive the market to achieve a sales boom.

In advertising promotion? Slogan? It occupies a very important position and is a kind of information to spread. Mobile phone is not a luxury, but a necessity. It is the carrier of obtaining and disseminating information. At present, it is an information age, and every piece of information contains endless business opportunities and wealth. It is a life pursuit and a traditional mentality.

We position mobile phones as a way of life. We don't sell mobile phones. We sell auspicious, rich and fashionable styles. Sublimate a substance to a spiritual realm.

The Spring Festival cycle is short. In order to facilitate regional implementation, the marketing department divides the activities into two stages.

The communication slogan is guided by a theme, and the subtitles are scattered into a series to achieve the effect of dynamic change.

Basic elements of the success of New Year's Day and Spring Festival activities

First, we should take the main push mode as the main performance and use the promotion mode to drive the market;

Second, give consumers more preferential space than before;

Third, the theme of the event must be combined with the traditional Spring Festival elements.

The first stage: warm-up stage

Location: Specialty Store

Time: 20 _ _ _ _ _ _ _ _

Subject: 20__ Mobile phone

Fashion? A gift? rich and powerful

? Happy Chinese New Year

? 20__ mobile phone. Fashion? A gift? Wealth? The theme is easy to understand, and the brand is embedded in it, which perfectly strengthens the memory. ? A gift? It has played a two-pronged role here and greatly promoted the establishment of the brand. ? Fashion? 、? Wealth? It is in this special time, special place and special culture that it best suits the mentality of our target population.

? Happy New Year's Day and Spring Festival? Say clearly the time period of our activities. At the same time, create a festive atmosphere and pave the way for the next stage.

What are the implementation details?

1, regional layout, mainly warm colors to create a shopping atmosphere;

2. Is that right? 20__ Mobile phone fashion? A gift? Wealth? Sms collection? Activity announcement

(The main choice of media: newspapers, websites and telecommunications);

3, DM single distribution, ex ante momentum.

The second stage: hot sale period

Location: Specialty Store

Time: 20 o'clock on the 20th.

Subject: 20__ mobile phone. Fashion? A gift? rich and powerful

? Spring Festival gift

What are the implementation details?

1, promotion combined with SMS selection;

2. Anyone who participates in the activity can exchange a gift with QQ number and ID card;

3. Give a gift of at least __X yuan;

4. Anyone who buys the specified model can get _ _

Public relations activities?

The main purpose of event design is to expand media exposure, create news highlights, and achieve consumers' high attention to the brand.

Activity store layout?

The ground offensive is our main battlefield, and the terminal store needs atmosphere and details. Atmosphere is the life of the terminal, but details are a good weapon to distinguish competitors. How to form differentiation? It is very difficult to blindly add new materials, and the cost will be high.

The direction of innovation should focus on:

1, the change of material form sense; 2. Design style and color difference; 3. The uniqueness of the theme.

The material allocation for New Year's Day and Spring Festival is as follows:

1, the poster informs the promotion information;

2. Hang flags, create an atmosphere and distinguish areas;

3. The gift pusher is packaged in a unified way and printed with the brand name;

4. Focus on the promotion mode and the main push mode and configure the props;

5. Layout of the activity area.

Media combination?

internet

The Internet, a youth group in the world, has entered our life, so the communication power of the network platform must be the general media and the main media in the future. In order to get the interactivity and interest of the whole activity, online media is the preferred communication tool.

magazine

Magazines are mainly aimed at regional markets, and the magazine media itself is more accurate and directly targets the target population. Magazines are divided into entertainment furniture, literature, real estate, fashion clothes and so on. The magazines that are more suitable for the spread of mobile phone products are: entertainment magazines and fashion magazines. These consumers are more in line with the target group of my products.

newspaper

Choose the mainstream newspapers in the region, the newspaper media has high credibility and obvious short-term promotion effect.

DM table

Only the perfect integration of foreground marketing and background management practices can create profits for you.

DM advertising marketing is the most powerful means to help you achieve this perfect combination, which can not only help you maintain the loyalty of the original customers, but also help you dig deep into potential customers, so that you can get greater and deeper returns from these potential customers.

Mobile phone product distribution plan 21. Activity time:

September 8, 20__? September 20th __ 10

Second, the venue:

Ultrasonic Communication City (Zijin Branch and Jessie Branch)

Third, the purpose of the activity:

In order to improve the store's image and brand, as well as visibility, increase sales. Because of the fierce competition in the mobile phone industry, all mobile phone companies must increase sales. So, this promotion can be borrowed? 9. 10? Teacher's Day as the theme, with? 9. 10? Make the corresponding promotion plan for the planning origin.

Fourth, the preparatory work:

1. The store should prepare promotion models of various brands, styles and functions;

2. Learn in detail whether the manufacturers have promotional activities, and let the models promoted by the manufacturers be the highlights, which can effectively reduce costs;

3. Sales personnel training, which includes special training for targeted vehicles to increase sales during the event;

4. Advertising media: leaflets (A4), storefront outreach edition (size to be determined) and newspaper media (to be determined);

Verb (short for verb) activity:

1, invest considerable money to buy gifts to attract potential consumers passing by;

2. Seek high-level hosts from the society, and mobilize passers-by to participate in activities when roadshows are not popular;

3. Prepare some simple questions and games about teachers, so that consumers can see the hope of winning the prize, thus mobilizing the enthusiasm of customers;

4. According to consumers' psychology and habits, design a simple and fun game: invite all customers who are interested in participating in the activity to write short messages. Teacher, you have worked hard. ? Send to the specified number. The writer with the shortest time wins and sets up awards;

5. From September 8th to September 10, do an original short message contest in Shangdang Evening News. Teacher's day? The theme is to select the first, second and third prizes and finalists; (TBD)

6. Hold an in-store purchase lottery: you can participate in the lottery by purchasing 1.500 yuan or above (including 1.500 yuan);

7. Launch group buying models: Nokia, Samsung, Sony Ericsson, Lenovo, etc. (model to be determined), the group purchase conditions need more than ten people;

Activity process of intransitive verbs:

On the morning of September 9:

1, starting at 9: 30, firing guns, playing music, and the general manager delivering a speech;

2.9: 40 The host made an opening speech, announcing the start of the activity, and the etiquette company arranged to appear in the program.

3. 10: 10, the model will show the promotional models of this event;

4. 10: 25, the etiquette company arranged to appear in the program;

5. 10: 45, start the on-site knowledge quiz and give prizes;

6. 10: 00, the etiquette company will appear on the program;

7. 1 1: 30 The host will inform the audience of the opening time and activities in the afternoon;

On the afternoon of September 9:

From 1 and 15: 00, the company will appear in the program;

2. 15: 30 to start the live SMS contest and distribute prizes. Winners will be selected and prizes will be awarded.

3. 15: 40, the company will appear in the program;

4. The subscription lottery will be started at 16: 00;

5. 16: 20 The company will appear on the program;

6. The activity ended at 17: 30.

Seven. On-site activity arrangement:

1, venue arrangement: set up a stage in front of the mobile phone store, provided that it does not affect the access to the store.

2. Personnel arrangement: only four people are arranged in each store, and two people in each class distribute leaflets, and guide customers to buy machines in the store, requiring strong conversation and expression skills; Have 1 field controller to ensure good communication with etiquette company; There is 1 gift keeper, and the winners are designated to distribute prizes as required; There is 1 traffic guidance to ensure the smooth passage in front of the store.

3. Determination of prizes: to be determined

4. Budget: omitted

Eight, the event is divided into three parts to control beforehand and afterwards, and each part should be considered:

1. Before the activity, personnel recruitment and simple training, agreement on promotion venue, communication and coordination with other departments, budget application for funds, venue safety issues, duration and time point.

2. During the activity, ensure the active atmosphere of the venue and the sales cooperation of the store.

3. Evaluate the activity afterwards, analyze the profit and loss of the activity, and analyze the intangible income. If the promotion effect is obvious, it can be promoted again with the help of later holidays (such as August 15, National Day, etc.). ).

Note: the activity flow of this activity needs to be communicated with the etiquette company to determine its specific time.

Mobile phone product distribution plan 3 Domestic mobile phone brands have been attacking all the way in recent years, even making overseas big names feel nervous. In the past 20 years, domestic mobile phone brands have occupied domestic and foreign markets, namely Huawei, Meizu, Xiaomi, Yijia, OPPO and Hammer. Domestic mobile phone brands have tried their best to kill the enemy. Let's take a look at the latest marketing tactics of these six mobile phone brands.

First, Huawei signed Messi, showing a new height of sports marketing.

Sports marketing is a marketing method to promote one's own products and brands with sports activities as the carrier. Yu Chengdong, CEO of Huawei's consumer business, has officially announced earlier that Messi will become the ambassador of Huawei's global brand image, which is a new starting point for Huawei's brand building. Since 20__, Huawei has become the title sponsor of the Italian Super Cup Beijing Station for the first time. In the following years, Huawei sponsored several football teams and players. Such as American Football Club, Santa Fe Cologne Football Club, Competitive Crystal Team, Arsenal, AC Milan and so on. It can be seen that Huawei has a very clear football strategy, which is linked to those clubs that strive for the first place in Europe's top leagues.

Sponsoring sports marketing organically combines the image of sports events with the corporate brand image. By sponsoring sports events, consumers will have interest, attachment and desire until they buy. Football clubs and players sponsored by Huawei have a strong fan base. Huawei's ambition is of course to use the popularity of these clubs and star players to enhance its influence in China, Europe and even the world.

Second, Meizu conference bombing, homemade brand hot spots

In the past April, Meizu mobile phone completed a wave of "conference bombing" and held three new mobile phone conferences in one breath, namely, the conference of Charm Blue note3 on April 6, the conference of Meizu PRO 6 on April 13 and the conference of Charm Blue 3 on April 25. The strength of this conference, bombing the media and users, has the potential to catch up with LeTV, which is dubbed by the media as "the conference drives the company".

For Meizu, the marketing effect of the conference is better than some hard and wide conferences. At the same time, Meizu also carefully planned the content of the conference to control the pace of product release in all directions. Meizu does not rely on hot spots, but makes the content of the conference itself a hot spot. First, it is the invitation letter of the conference, followed by the highlights of the live production of the conference, while media organizations and journalists become the media of brand communication.

For example, Meizu sent a LAMY pen, a Bamuda electric fan and a Nintendo Game Boy game machine to the invitation letter of Charm Blue 3 conference that ended on April 25th, and the materials of these gifts are all plastic materials, which highlights the tribute of Charm Blue 3 to the classic meaning of plastic. Without exception, these invitations caused reporters to "show off" and a series of interpretations on social media, which made Meizu get the first wave of communication on the eve of the press conference. Also at the launch of Charm Blue 3, Meizu invited SNH48, a popular girl idol, and Wang Nima and Michael Jack, network celebrities, which were deeply loved and sought after by young users such as the post-90s generation. In the past press conference, Meizu invited G.E.M., Escape Plan, GALA Band, Milk Coffee, Li Jian, Chopsticks Brothers, Wang Feng, Yu Quan, Xu Wei, etc. Their role is not only to warm up the performance, create an atmosphere, but also to undertake.

Third, Xiaomi hunger marketing, new models continue to be out of stock.

Xiaomi mobile phone has risen with the help of internet marketing, but the word "hunger marketing" is always inseparable from it. The so-called "hunger marketing" refers to the intention of commodity providers to reduce production in order to adjust the relationship between supply and demand, create the illusion that supply exceeds demand, and maintain the high selling price and profit rate of commodities. Xiaomi has been responding to skeptics on the grounds of insufficient production capacity and the need to adjust Qualcomm chips. Xiaomi's voice in the supply chain is getting higher and higher, and it is easier to get materials than other mobile phone manufacturers. However, judging from Xiaomi official website, Xiaomi 5 and Xiaomi 4S released in February have been out of stock, and even the previous pre-sale is gone.

Hunger marketing can be a double-edged sword. If the sword is used well, it can make strong brands produce greater added value. Poor use will do harm to its brand, thus reducing its added value. Xiaomi adopts the strategy of hunger marketing, although it has achieved gratifying sales, but too frequent has also caused many users to turn black from this powder. At the same time, there are more and more mobile phones with the same price and quality on the market, and there are more choices. The competitiveness of Xiaomi is inevitably not so proud.

Fourth, one plus implanted in "House of Cards", overseas marketing "play"?

As early as the beginning of the business, Yijia 1 mobile phones were not only sold simultaneously in 17 countries, but also set up offices in Singapore, Taipei and London. Recently, Yijia spent 2 million yuan to shoot the fourth season of the phenomenal political drama House of Cards. Compared with many domestic TV dramas and movies, this 2 million is not expensive. At the same time, without careful observation, it is difficult to find the existence of one plus mobile phone in the play. But it is undeniable that this seemingly insignificant marketing strategy is obviously conducive to the spread of one plus one topic. Liu Huangfu, head of marketing in China of Yijia, said, "We don't want to be the naked and aggressive local tyrant cooperation, but we really feel the temperament fits. One plus itself has many loyal fans overseas, and this kind of cooperation is not contradictory in the plot. "

On October 20__, 165438+ 10, one plus European employees contacted Colette, a well-known Paris buyer's shop, by email. The French, who have always been critical, decided to promote the limited-edition plus X, which is the second cooperation with Colette after the limited-edition sale in August. Colette sells luxury goods such as Prada, Dior and line, as well as magazines and technical products. However, before selling one plus mobile phones, Colette only cooperated with Apple Watch for limited time promotions. During the three days of limited sales, you can see a huge one-plus advertisement in the window of this shop full of young Parisians. In order to get the purchase invitation code of one plus mobile phone, Parisians even lined up on the path outside Colette's door. They may not have heard of one plus, but Colette is enough to speak for them. The cooperation of this new channel may have limited influence, but it makes the brand unique enough.

Fifth, OPPO entertainment marketing, accurately positioning young groups.

OPPO's market share has increased by 3.3 percentage points. On the one hand, it is inseparable from OPPO's powerful offline sales channels. On the other hand, OPPO concentrates its marketing resources on the stars and variety entertainment programs that young people like.

Since 20__, by Leonardo? The new TV advertisement OPPO Find Me endorsed by DiCaprio appeared in front of the audience again and again. As a result, OPPO Find series mobile phones are linked to Gundam and international models, and the purchase desire of ordinary consumers is stimulated. After that, OPPO Find 5, which coincided with the time, was out of stock when it was sold in multiple offline channels. OPPO's latest classic entertainment marketing is to sponsor "Run Brothers 2". In "Running Man 2", OPPO did not quietly appear in the sponsor list of the program background board, but embedded "Running Man 2". In addition to the launch of the new OPPO R7, each star got his own customized version of R7, and OPPO R7 also served as a weapon to help a group of running men complete the challenge.

OPPO's advertisement seems to be "crazy", but it is not. The success of its entertainment marketing strategy lies in its accurate brand positioning and marketing planning. OPPO's target consumer group is very clear: young consumers who pursue a modern lifestyle, while entertainment programs and sports are being loved by young people.

Sixth, the hammer speaks with emotion, and Luo Yonghao's dual identity is in an awkward position.

In the marketing case of hammer mobile phone, Luo Yonghao is best at connecting with users' minds. For example, his propaganda film "Entrepreneur Story of Idealists" perfectly embeds and grafts the value proposition of individual idealists into the brand value of hammer mobile phone.

Luo Yonghao's hammer mobile phone poster, with Hemingway, Churchill and others as the background, shows a full-fledged literary style. He constantly emphasized that "they are all naturally proud young people, working and studying". In addition, Luo Yonghao also launched a "sentimental back shell" for nut mobile phones at the price of 99 yuan, and part of the income will be donated to the Smartisan charity fund to be established by Hammer for scientific research sponsorship. But now Luo Yonghao's emotional marketing has also been ridiculed. The emotional marketing of Hammer Technology constantly uses the personal morality of the founder of the company to endorse the emotion of the company's products, which conflicts with the role of the enterprise and the role of the individual. Luo Yonghao is embarrassed because of his dual identity, and it is inevitable that the hammer will "fire".

Around the world, almost all successful brands will use emotional marketing tactics. Nike sells the feeling of "just do it", not just cost performance. The most important battle for Apple to turn losses into profits was to make a series of advertisements on TV, depicting Apple products as "free and uninhibited". Emotional marketing should not mix personal feelings with the company's products, and enterprises had better promote the totally illusory emotional marketing strategy. The free and uninhibited image created by Apple and the fashionable, sunny and healthy sports image created by Coca-Cola in recent years are purely for arousing consumers' emotions, and have nothing to do with the hard facts. There is no possibility of being verified or being hit in the face. Secondly, most enterprises can also borrow an external positive public image, that is, celebrity endorsement, the company is responsible for making money and the star is responsible for feelings. The roles of the two are clear, but they do not conflict.

?