Mobile phone marketing plan book

The planning book column has compiled a mobile marketing planning book for you. Welcome to read it. For more information about the proposal, you can visit the proposal section.

I. Introduction

The mobile phone market has been fiercely competitive, but it has created a lot? Miracle? In other words, today's mobile phone market is close to saturation, and the mobile phone industry is one of the most competitive industries in China. Apart from black mobile phones, there are thousands of mobile phones sold through normal channels. Repeated price wars have greatly reduced the average profit of participants in the mobile phone industry (including manufacturers, distributors and retailers), and investors have long listed this industry as a high-risk industry. It is very difficult to break through the tight encirclement, seize market share and stage classic battles in this market. In fact, we don't have to worry too much about the marketing of mobile phones. 、

Second, the background

In recent years, China's communication industry has developed very rapidly, and the growth of many communication enterprises is also remarkable. It can be said that the communication market in China is extremely active. As one of the communication fields, the mobile phone market continues to heat up with the development of the whole communication industry, and the sales volume of mobile phone communication increases rapidly, becoming one of the more important communication products in China communication industry.

With the improvement of people's living standards in XXX, the scale of communication market is getting bigger and bigger, and consumers' desire to buy is getting stronger and stronger. This is because communication has become a necessary life demand of people. At the same time, due to the huge number of consumers, rising purchasing power level and people's requirements for improving living standards, mobile phones, as a fashionable product in communication products, have been greatly sought after, so the mobile phone market is huge. Faced with the huge market space, other communication companies are also ready to seize the mobile phone market, and have stepped up their research and development efforts and accelerated their layout. China local communication enterprises also hope to occupy a place in the market.

China is not only a big producer of mobile phones, but also a big user of mobile phones. The rapid increase of mobile phone terminal production capacity in China is accompanied by the large-scale expansion of mobile phone users. On the basis of the continuous expansion of the domestic mobile phone market, we also see a sharp rise in brand concentration, international brands increase the sales of low-end markets and bundled mobile phones, and high-end products continue to extend. At present, Apple, Motorola, Apple and Sony Ericsson account for 68.4% of the market share, an increase of 8.9 percentage points over the same period last year.

However, the further development of domestic mobile phones has a great impact on the mobile phone market; With the continuous adjustment and improvement of domestic mobile phones in technology research and development, product planning, product functions, product quality, brand building, channel innovation and after-sales service, as well as the strengthening of government supervision, the market share of domestic brands is constantly improving. Besides? Black phone? Because of its low price, high degree of simulation and short cycle of new products, it constantly interferes with the sales of our Apple brand machines.

Third, the planning purpose

1. Establish the image of enterprises and high-end products and introduce new products to consumers.

2. Enhance consumers' understanding of Apple and enhance the visibility and reputation of the enterprise.

3. Some products have special prices and low prices to benefit consumers and digest inventory at the same time.

4. Expand market share, attack competitors and keep ahead.

Fourth, the comprehensive analysis of the market.

1, basic information and existing problems of the enterprise.

Apple is a global leader in mobile communications and has always been a driving force for the sustainable development of the industry. Apple is committed to providing practical and innovative products for mobile network operators and enterprise users, including mobile phones, images, games, media and solutions, thus enriching people's lives and improving work efficiency. Apple shares are listed in the five major securities markets around the world, with shareholders all over the world. As a global leader in mobile communication, Apple has become a leading mobile phone provider and one of the leading providers of mobile, fixed broadband and IP networks with its rich experience, innovative, user-friendly and secure solutions. By organically combining mobility with the Internet, Apple not only creates more business opportunities for enterprises, but also enriches people's daily lives.

In China, Apple has two global R&D centers with offices all over the country and more than 45 million employees. All major products of Apple have been produced in China, including: Apple's latest mobile phone products, base stations, base station controllers, mobile switching centers, access devices, digital switching devices and digital multimedia terminal products. Apple is the largest foreign exporter in China's mobile communication industry. For three consecutive years, Apple ranked first among foreign exporters in China's telecommunications industry, with a cumulative export volume exceeding 6 billion euros. Apple's production bases in China, such as Beijing, Dongguan and Suzhou, have been pillar enterprises for local export and tax payment for several years. Apple is committed to the long-term development in China and has become the best partner. With innovative products and technologies and comprehensive end-to-end solutions, Apple has won and consolidated its position as a leading supplier in the mobile communication market in China. At present, Apple is carrying out extensive and in-depth cooperation with its partners in China, leading the mobile era and contributing to the vigorous development of China's communication industry. Apple is the leading mobile phone manufacturer and preferred mobile phone brand in China. The strategic idea of Apple's mobile phone is to make branded mobile solutions enrich people's lives. However, because other communication companies have joined the competition crazily, such as Samsung, Sony Ericsson, Apple and HTC, as well as domestic mobile phones such as Gionee, Lenovo, Daxian and Jin Peng, and more importantly, most of the fake mobile phones that appear in China at present are very unreliable in quality, misleading consumers, seriously affecting Apple's sales performance, reducing the company's reputation and discrediting the company. Therefore, in view of these problems, it is necessary to do this New Year's Day promotion.

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2. Analysis of market environment

In recent years, China's communication industry has developed very rapidly, and the growth of many communication enterprises is also remarkable. It can be said that the communication market in China is extremely active. As one of the communication fields, the mobile phone market of XXX continues to heat up with the development of the whole communication industry, and the sales volume of mobile phone communication increases rapidly, becoming one of the more important communication products in XXX communication industry.

Apple in the mobile phone industry? Technology, people-oriented? Our core values are employee-oriented and customer-oriented corporate values. It completely transcends national boundaries, transcends commerce and enters people's hearts. Nothing can move people's hearts, and it will make the enterprise last longer. This is Apple's competitive advantage in the mobile phone industry, which can make enterprises more persistent in innovation and market development.

1, product: subdivide the product, covering the whole line, focusing on two levels. Advantages: from high-end to low-end, the whole line covers all market segments, increases market share, prevents competitors from cutting into a certain market segment, and focuses on it. Two levels? Mainly for high-end smart product users and young people, it is a fashionable and affordable user.

2. Price: seek share at low price, and create a profit tree brand at high price. Obstruct other low-priced brands by significantly moving down the market price midline? The countryside surrounds the city? It is difficult for marketing strategy to pry open the gap in the market.

3. Channels. ? Direct supply +FD? Access mode. Advantages: Wide channel coverage, remarkable downward extension effect, and high market share and promotion rate of target retail stores at all levels.

4. promotion. Unified promotion and large-scale publicity.

3. Analysis of market conditions.

In the market consumption structure of Apple mobile phones, young consumers aged 17~30 are the main consumers. Especially at present, there are many student consumer groups. The other is some white-collar workers. In the eyes of these consumers, Apple represents a fashion, trend and trend. Apple's mobile phone is of good quality and the price can be accepted by consumers, so it is widely praised.

(1) competitor analysis

The main competitor in the domestic market is Motorola. Motorola has a good business philosophy, and its company model and product update speed have brought great pressure to Apple. The company's strategy is mainly product differentiation, price war, consumer market segmentation and so on. It has brought an impact on the sales performance of enterprises.

In the Chinese mainland market, Apple's main competitors are Sony Ericsson, Motorola, Apple and dopod. But at present, the mobile phone market share still ranks first.

(2) The main factors that affect consumers' buying behavior.

2. 1 Cultural factors:

In XXX, the birthplace and gathering place of Chinese culture, the city is divided into five regions, with a population of 654.38+0.96 million, but there are also people of different classes, roughly: rich, well-off, well-fed, and poor. Among them, well-off and well-fed still account for a large proportion, and they are also the main targets of enterprise sales. Even people in the same class have similar living habits, consumption levels, consumption contents, hobbies and behaviors, and even have the same preferences for certain goods, brands, shops, leisure activities and media, which are invisible.

2.2, social factors

In daily communication, one person or group's purchasing attitude, viewpoint and values will affect another person or group. People will be influenced by various related groups at any time in their lives. Everyone plays his own role and has his own position, and the role and position in different groups strongly affect a person's buying behavior. The closer the communication, the more effective the communication process, the more respect individuals have for groups, and the greater the influence of related groups on individual purchase choices. Family is one of the most important related groups, as well as consumers and purchase decision-making units. Similarly, college students are also the main force of some purchases. In XXX, there are 1 1 colleges and universities such as China University of Mining and Technology, XXX Normal University and XXX Medical College. There are more than 100 students in ordinary colleges and universities, and the demand for mobile phones among college students is increasing day by day.

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2.3 Other factors

Due to physiological and psychological differences, consumers of different sexes have different desires, consumption composition and buying habits. Consumers with different education levels have different rationality, aesthetic ability and purchase decision-making process. Consumers in different occupations have different consumption composition and buying habits because of different living and working conditions. Consumers of different ages have different desires, interests and hobbies, and the types and styles of goods they buy or consume are also different.

According to the survey, we found that 95.2% of the respondents already have mobile phones, while 33.3% have Apple mobile phones, indicating that the market share of Apple mobile phones is still relatively leading, but we can also see that the share of Motorola, Apple and domestic mobile phones is gradually increasing. In the survey, we found that, on the whole, mobile phone users are satisfied with Apple mobile phones, which shows people's recognition of mobile phones on the one hand and their loyalty to the brand on the other. Many people pay attention to the price and brand first, and then to the quality and function. It is easy to ignore the standby time and weight. Consumers generally believe that Apple's mobile phone has good quality, accurate market positioning and fashionable appearance, and it has suitable models for fashionable youth, business people, the elderly and white-collar women. However, according to the survey among people who have never bought an Apple mobile phone, they generally think that the shortcomings of Apple mobile phone are slightly higher price, not novel and diverse styles, slow machine response and short standby time, especially for young women.

2.4. Countermeasures

Based on the above problems, we think that Apple should design more novel models in appearance, such as folding, rotating and ultra-thin models. Functionally, the Saipan system is optimized to make the machine run faster and have more comprehensive functions. In marketing, we should not only pay attention to business people and wage earners, but also pay attention to the student market. Second, we can do more activities appropriately and launch some low-profit mobile phones to expand market share.

4. Main conclusions.

The competition in the mobile phone market is extremely fierce, and there are many international brands and domestic brands, with overcapacity, short product life cycle and rapid upgrading, which need to be properly promoted.

Verb (abbreviation of verb) market strategy

1, market segmentation

First of all, according to the different grades of consumers, consumers are subdivided to determine the corresponding series of mobile phones to meet different needs. For example, the target audience of mobile phones at the beginning of 3 and 5 is young people who pursue fashion and entertainment but have limited economic ability. The mobile phone with prefix 6 emphasizes the business function of the mobile phone, while the mobile phone with prefix 8 is aimed at the target group with fancy taste, pursuit of quality of life and certain economic status.

2. Target market

Another experience of Apple is that it launched a project called? Apple theme park? Powerful advertising campaign. In the early 1990s, mobile phone was a relatively new term for European consumers, but Apple's market awareness as a mobile communication brand was almost zero at that time. Everything starts with brand recognition. After a series of market research, the company decided to target consumers at 18 to 45 years old, including existing consumers and future consumers such as business leaders and decision makers. Young people in Europe. The focus of advertising is to emphasize that although Apple's mobile phone is a novel, fashionable, high-quality and high-tech product, it is easy to use and people can keep in touch anytime and anywhere. Choose TV, radio, magazines, newspapers and Internet as advertising media, and adopt an all-round and multi-angle advertising media integration strategy. At the same time, the media focuses on the TV media with the widest audience contact, the most distinctive brand culture and the most vivid and intuitive products. It is not limited to a certain function of the product, but a brand propaganda style dedicated to creating brand culture and artistic atmosphere, which makes Apple's brand culture precipitate deeper and deeper in advertising, thus forming its unique and heavy brand connotation.

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3, product positioning

Attract consumers with low-priced mobile phones and improve brand awareness with high-priced mobile phones. For specific low-priced mobile phones, you can refer to mobile phones below 1000 yuan, and high-priced mobile phones refer to more than 2,500 yuan.

Action plan of intransitive verbs

(1) Activity time:

20 1 1 year 1 month 1 day

(2) Location:

XXX City Cultural Palace State Grid Mobile Hypermarket and Stage Performance.

(3) Activity mode:

Implement a combination of mobile phone display at the counter, group purchase concessions, roadshows outside the store, distribution of leaflets and interactive games.

(4) Activity theme:

New Year's Day promotion is a great reward.

(5) Outdoor booth layout

1, terminal shop street layout:

On the street opposite the mobile phone shop of State Grid, there are three banners hanging every 80 meters and 3.5 meters high (the slogan of each banner is different).

2. Stage layout:

Set up a platform with a height of 1 meter, a length of 4.5 meters and a width of 2.5 meters, and put on a red carpet.

The background is 4.5 meters long and 2 meters wide.

Shanglian: Apple mobile phone returns the true feelings of people in XXX city!

Write down: the grand prize is waiting for you (write the prize bigger and use other fonts)

Put three sets of stereos on the left and right sides of the stage.

Put TV sets, rice cookers and other boxes in front of the stage, 2 meters high, pull them with ropes (lest the wind blow them down and hit the masses), and stick prizes on the boxes.

There is an aviation model in front of the stage.

3. Counter settings:

The distance between the counter and the stage is 8m, and 12 glass counters form a square.

There is a 2.5-meter-high wooden tripod in the counter room for putting up posters.

The real machine is at the counter.

Put a model on the counter and a corresponding leaflet under the model.

The mobile phones in the counter should be placed according to the price.

Install a sun umbrella next to each counter (to prevent sudden weather changes from affecting machines, salespeople and consumers)

There are two salespeople at each counter.

(6) Selection of personnel

1, the choice of stage personnel

Taking art majors as the main performance targets, the band should also be sunny and energetic, so that the attention rate is high and consumers can be better attracted and retained. The host should choose people who have a sense of humor and can enliven the scene, and also choose some temporary workers to do some trivial things.

2, the choice of sales staff

Have sales experience, generous and enthusiastic service attitude and flexible adaptability.

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(vii) Activity flow

(9:30 am? 1 1.30)

Time activity

9.30-9.35 (Opening) Dance Performance 1- Belly Dance

9.35-9.40 Introduction of Host Activities

9.40-9.45 First round of mobile phone display (model display)

9.45-9.55 Introduction to the host's activities and on-site prize-winning Q&A 1

9.55- 10. 10 interactive game 1

10.10-10.15 dance performance 2- dynamic dance

10.15-10.20 the second round of mobile phone show (model show)

10.20- 10.30 Introduction to the host's activities and the prize-winning question and answer session II

10.30- 10.45 interactive game 2

Dance Performance 3- Tango

10.50- 10.55 third round of mobile phone display (model display)

10.55-110.05 Introduction to the host's activities and on-site prize-winning Q&A 3

11.05-11.25 interactive game 3

11.25-11.30 Introduction of the host's activities and the preview of the next event.

Afternoon: 14: 00- 16: 00

14.00- 14.05 (Opening Ceremony) Dance Performance 1- Dynamic Dance

Introduction of host activities

14.10-14.15 the first round of mobile phone show (model show)

1 4.15-14.25 Introduction to the host's activities and on-site prize-winning Q&A1

14.25- 14.45 interactive game 1

14.45- 14.50 the second round of mobile phone display (model show)

14.50- 15.0 introduction to the host's activities and on-site prize-winning Q&A II

15.00- 15.20 interactive game 2

Dance performance-tango

15.25- 15.30 third round of mobile phone show (model show)

15.30- 15.40 introduction to the host's activities and on-site prize-winning Q&A 3

15.40- 15.55 interactive game 3

15.55- 16.0 summary of host's activities and curtain call

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(8) Activity content

Roadshow mode: stage deduction: dynamic dance, tango dance and belly dance.

Product display: product on-site display, on-site promotion, model product display, etiquette product promotion.

Interactive games: live question and answer, game painted T-shirt, game-I love Apple, game-Apple OVI, game-happy combination? Le?

Stage Deduction: There will be three unique performances in the stage deduction area of the roadshow, and three dance performances will be the main content of each roadshow: dynamic dance, tango dance and belly dance. Dynamic dance is full of youthful atmosphere, which can drive the atmosphere of the scene;

Tango dance is unique and can attract passers-by to watch; Belly dancing is exotic and can gather popularity.

Product display: There will be a model show at the roadshow, and beautiful models will fully display the charm of Apple's mobile phone. Main push models: N97MINE, C7, X3-02, C5-03, 5800I, 6700C, 8800CA,

Interactive game 1: T-shirt painting contest;

Prepare some white T-shirts and painted pigments in advance;

The host invited the audience to come on stage and draw on the white T-shirt. After the painting, the etiquette or model will show the painted T-shirt on the spot and invite the audience to comment at will. The finished works will be displayed in the stage area for the audience to watch and evaluate. Participants can get participation prizes, and those who get the highest evaluation from the audience can get exquisite gifts.

Interactive game 2: I love apples;

The host invited five guests to the stage to co-host the game;

The host starts counting 1, 2, 3, 4, 5. Anyone who counts to 3 or multiples of 3 can't quote a number, but say it quickly? I love apples? The number at the bottom. If people who count to 3 or multiples of 3 directly quote numbers or don't say I love Apple fast, then they will be eliminated and quit the game until there are only two players left and a group of games is over. ? The winner of the game will receive exquisite small gifts, and the game participants will also receive participation prizes.

Interactive Game 3: Apple OVI Game:

? Prepare 10 cards in advance, with tasks written on each card, such as? Please name six models of Apple mobile phones? 、? Ask a lady (man) to come on stage and say to her (him)? Dear, let's use the Apple mobile phone together! ? 、? Please take a minute to describe the advantages of Apple's mobile phone. Wait a minute. The host invited the audience to participate in Apple's OVI activities on the spot. The audience participating in the game should randomly choose one card from the ten cards in the host's hand. The host announced the OVI task, and the participants were about to challenge for success when completing the task. For the winner of the challenge, exquisite small gifts will be given, and the participants of the game will receive the participation prize.

Interactive game 4: Happy combination? Le? ：

The host invited eight guests (4 men and 4 women) to take the stage, of which boys represented one yuan and girls represented five cents. The host shouted out some RMB at random, such as 2.5 yuan, so the players in the game quickly found partners to form 2.5(2 men, 1 woman, 1 man, 3 women), and the combination was unsuccessful and eliminated. You can try the game twice first. After the official start of the competition, a group of competitions will end until only two players remain. The winner of the game will receive exquisite small gifts, and the game participants will also receive participation prizes.

I recommend it carefully.

Interactive Game 5: Whispers:

Prepare a long and relatively circuitous passage, (for example, one person is one person, two people are asked by three or four people, and there are no two questions for you at 4: 05? Each group needs 10 people, and each district sends representatives to play once.

Rules of the game: One person in each group must be very familiar with this passage before starting the game. Pass it from the first person to the last person by whispering within the specified time, then the last person reads out what he hears, and finally the host announces the original words. The team with the least mistakes or the right ones wins. (Keywords: relaxed and happy)

Interaction & 6. Share weal and woe&; Idioms solitaire:

Prepare two big newspapers and put them in the center of the stage. Two men and two women were invited to the stage. A man and a woman are a group, and both of them should stand in the newspaper. The host first said an idiom, such as wearing stars for Dai Yue, and then the two groups of men and women began to take turns to pick up idioms. The first word of an idiom must be the last word spoken by the previous person, such as the dark wind is high after the moon; If one group can't catch idioms or doesn't follow the rules, the newspapers in the group will be folded in half until the newspaper area is getting smaller and smaller and two people can't stand it. It is considered a failure and the other group wins. (Keywords: solidarity and mutual assistance, active atmosphere)

(9) Promotion activities:

1, as soon as you buy it (while stocks last)

Anyone who buys a mobile phone at a designated place can get the gifts we provide for consumers. Give different gifts according to different prices. Gifts mainly include the following:

1. Buy any mobile phone and get an Apple desk calendar.

2. Those Apple phones purchased for promotion will be given special films for Apple phones.

3. Buy the recommended new mobile phone and get an original battery.

4. Apple's high-end mobile phone buys a headset and a primary battery.

2, a low and then low

Some products are sold at reduced prices, mainly to cope with stock models or best-selling models. Generally speaking, new products should not be sold at reduced prices.

3. Lottery promotion

Let customers take part in the lucky draw held by our store when buying goods and win prizes. Take the way of winning the prize by all staff. Although there are several grades of prizes, as long as you participate, there will be more or less prizes. All the winning prizes are attractive and effective. It can be divided into different categories from the grand prize to the sixth prize, and the grand prize is set as a bicycle; Two microwave ovens in the first prize, four kettles in the second prize, an umbrella in the third prize 10, 20 earphones in the fourth prize, 50 desk calendars in the fifth prize and 60 mobile phone chains in the sixth prize.

4. Group purchase discount

Group buying means that when customers buy more than one mobile phone or several customers jointly buy more than one mobile phone, they are given certain preferential promotions to attract customers to choose products. Buy and earn? Psychology, so that they feel value for money, thereby increasing mobile phone sales.

(10) Promotion and publicity

1. Arrange personnel to distribute leaflets in places with heavy traffic in advance, mainly in main streets and Gupeng Square.

2. Live banners, posters and POP publicity.

3. Arrange some people to advertise placards.

Seven. Promotion budget:

1, 10 distributed leaflets, * * two days, each person in 50 yuan every day, * * * 1, 000 yuan.

2. There are 40 temporary salesmen, one day, and each person is in 50 yuan every day, which is 2000 yuan.

3. Glass counters 12, and the 320 yuan for each counter is 3,840 yuan.

I recommend it carefully.

4. The cost of purchasing a sun umbrella is 65438 yuan +0500 yuan.

5. The venue fee is 5,000 yuan.

6. the cost of buying a gift: 5000 yuan.

7. Banner 50*3= 150 yuan

8. Flyer 0.1*10000 =1000 yuan.

9. Free gift delivery fee 500 yuan

10, the performer's salary is 2000 yuan.

1 1, and the audio equipment is rented for 5,000 yuan.

12, site layout fee 500 yuan.

13, other expenses 2000 yuan.

* * * Count: 29,490 yuan

XI。 Matters needing attention

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. After the activity, evaluate the activity, 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.

Twelve, after-sales service

Mobile phones purchased by consumers during the promotion period enjoy the same after-sales service as those purchased at ordinary times:

(1) If you find something wrong with your mobile phone within one week, you can change it to a new one at the mobile phone store you bought.

(2) The warranty period is still one year, and there are Apple repair points all over the country.

(3) If you have any questions, you can call 4008 800 123 or visit Apple official website for consultation. The website address is: www.nokia.com.cn/careline.

I recommend it carefully.