University campus marketing planning plan

Regarding university campus marketing planning, how do you think it should be formulated? The following is the "University Campus Marketing Planning Plan" I compiled for you. It is for reference only. You are welcome to read it. University campus marketing planning plan (1)

1. Activity feasibility assessment

The living standards of students in our school are generally high. Some students bought a lot of things that are useless to them. Some students’ Second-hand goods are the same as worthless goods - tasteless if left in, a pity to throw away. Its market potential is evident from this, so it is practical to organize a "campus student flea market" activity for school students. While he allows his classmates to clear out some things that are of no use to them, he also enables students without a fixed income to buy useful things at low prices.

2. Effects to be achieved by the activity

1. Provide a mutually beneficial trading platform among students in the form of a flea market.

2. Use this activity to promote a frugal and simple life style.

3. Prerequisites for activities

1. Obtain activity permission from the school.

2. Obtain assistance and support from the student union, student associations, and campus websites.

3. A student union will provide sufficient funds for preliminary activities.

4. Get at least x~x students to participate in the activity.

5. All students participating in the activities must register to facilitate the organization of the activities.

6. This event is only for current students. You must hold a student ID card to register. We will resolutely prevent criminals from taking the opportunity to sell stolen goods!

IV. Activity related information

Time: 12:00 PM~6:00 PM on x, month x, 20xx (Monday, Tuesday)

Location: School West Basketball Court

Organizer: xx Student Union of Business School, xx Campus Activity Network

5. Preparation for the event

1. Form a preliminary planning plan and obtain Support from school leaders.

2. Apply to the school for approval of this activity.

3. Plan the site.

Clothing, sports, books and CDs, electronic technology, daily necessities.

4. A meeting will be held with contestants and management staff at 5 pm on x month to introduce the venue and allocation work.

6. Promotion of the event

1. Hang promotional banners on the barbed wire fence behind the new library of the school

2. Make x posters, five of them every day Post them widely in conspicuous places on campus

3. Set up registration points in the school leisure square, the first floor lobby of the Business School, and at the entrance of the food street

7. Activity rules

　1. Applicants can be individuals or groups, such as in the name of a dormitory.

2. All applicants will receive a stall number (the stall area will be divided according to the amount of goods)

3. This activity is based on the principle of fairness and voluntariness. The price is negotiated between the buyer and the seller and is also interchangeable

4. Loudspeakers, speakers and other noisy machines are not allowed in the activity

5. The xx Student Union is responsible for maintaining the order of the activities

8. Participant Objects

All teachers and students of xx University

9. Participation Methods

You can register at each registration point and receive the venue number

(Note: In order to prevent false registrations, if you do not show up on time, the corresponding deposit will be collected from the participants. After the event, you can get the deposit back with the fee slip)

10. Registration time

From now until x, month x or until the booth is full. University campus marketing planning plan (2)

1. Market conditions

In 19xx, my country began to expand enrollment. Since then, the number of college students has expanded rapidly. In 20xx, the number of college students has exceeded xx million, ranking first in the world.

The expansion of the number of college students has also brought a huge consumer market to manufacturers. Especially for consumer electronic products, their portability, convenience, and rich entertainment functions are more popular among student users. Among them, mp4 players have become another consumer electronics product that attracts student users after mp3.

2. Consumer psychology factors

1. Greed. The lottery can attract many people; if the lottery prize is xxmp4, more people will participate; if the lottery prize of mp4*** is given to xx stations, many, many people will participate.

2. "Reasonable reasons for consumption" - school supplies. Why do students buy mp4? 1. Like; but may hesitate 2. There is a suitable reason - for learning, no need to hesitate.

3. The combination of trend, fashion and cost-effectiveness. Trendy fashion can only cause impulsive consumption, but it cannot withstand rational thinking; so what we want to emphasize is - cost-effectiveness 1, xx brand; 2, xx quality; 3, xx new advanced and unique technology dnse2.0 sound effect ;The perfect value-for-money accessory, dual Bluetooth wireless headphones.

Product grasp:

(1) Advantages and problems of t08

Advantages: 1. Unique and interesting cartoon operation interface; 2. 2-inch qvga ultra-clear screen , 30 frames per second image quality; 3. Unlimited Bluetooth wireless music; 4. Unique digital natural sound dnse2.0;

Questions: 1. Price; 2. Quality assurance.

Opportunities facing xxt08: 1. Opportunity. Promote and market during peak demand seasons. At the beginning of the school year, the first time the freshmen’s military training ends. 2. Consumer demands have increased. The order of importance is: first, quality; second, price; third, brand and after-sales service. As a hard brand, xxmp4 has guaranteed quality.

(2) Market requirements

1. Judging from the characteristics of actual product purchases by student users: products worth x-x yuan and x yuan or less are the mainstream. Under the influence of price, Newman, which takes the mid-to-low-end development route, is more favored by student users and has a far leading advantage in the market. Price factors also lead to xgb and below products occupying a higher market share than x-inch and below products with lower screen sizes. In addition, during the investigation, it was also found that MP4 currently has serious quality problems, and crashes have become the most prominent manifestation of quality problems.

2. Again, judging from the survey results of potential users’ consumption behavior preferences: student users have high awareness of the product, and more than 60% of users stated that they do not plan to purchase video mp3 players. Price is the second most influential factor for student users, surpassing brand and after-sales service in the rankings, second only to quality. Patriot, Apple and Newman are all among the top three in the first and second priority choices, which shows that the three are highly competitive.

3. From a product perspective, potential users tend to buy products in diversified colors. The mainstream price is still x-x yuan, but the acceptance of mid-to-high-end models has improved; 2GB products have become the first choice for potential users. The first choice, large capacity and large screen products have become the market development trend.

4. Summary: The order of importance of market requirements is: first, quality; second, price; third, brand and after-sales service.

(4) Analysis of the competition situation of similar products in the market

The survey results show that student consumer groups prefer to buy xxmp4 players, and the product price strategy for the mid-to-low-end market is also xx. An important factor in obtaining a higher share among student consumer groups. Although mid- to low-end products are popular, xx, as a representative of the high-end market, is also popular. Its proportion of users who have purchased products is second only to Newman and higher than the domestic manufacturer Patriot. xx and xx are evenly matched, ranking fourth and fifth in the rankings respectively. xx's product strategy is close to that of Patriot, but in comparison, xx's product quantity is not as good as Patriot's. Especially in the flash memory MP4 player market where the price is advantageous, xx cannot compete with Patriot. Generally speaking, xx, which has obvious price advantages, is more competitive in the market.

xx on the road to personalization is also concerned by student users, but due to the high price, the proportion is far lower than xx.

From this distribution result, we can find that, on the one hand, price has a greater influence on the student consumer market. On the other hand, products with fashionable characteristics and personalization are also the main objects of attention of student users.

The first stage

Early campus market preparation

Contents:

1. (from x to x, month x) big poster Hanging on the main school road. (The reason is that large posters have replaced the banners of previous publicity and have become the trend of campus publicity today. The characteristics are: 1. Large enough to attract more attention; 2. Rich in content and large amount of information). The content includes: Title - xxmp4t08" "Song of the Soul" large party standby. Sub-brand - mp4xx station will be given away on site. For details, please pay attention to the information points and lucky draw opportunities on each school road. Attached to the product introduction, two points must be highlighted: First, it can be used for both learning and entertainment. (This is very important for freshmen entering the school) Second, the unique digital natural sound effect dnse2.0. (This is important for students who already have experience with MP4).

2. (Thursday, Friday, and Monday on the 25th, 26th, and 29th) xxt08 school road consultation point will be set up, and t08 knowledge leaflets and corresponding knowledge questionnaires will be distributed on site (weeks on x, x, x 4, 5, 1), small gifts such as mouse pads and small thermos cups will be given on site and signed to participate in the raffle of the t08 themed party of x number.

3. Ask the staff to promote the xxt08 theme party on xx (Monday).

4. There will be prize-winning quizzes and points to win MP4s on the xx number.

Second stage

Campus marketing

Content: Party event

1. The theme is "xxt08 Song of the Soul Theme Party" , slogan: Let the audio and video echo in the soul. (Same as the slogan of this group).

2. The main purpose is to introduce the functions of t08 and highlight its unique features and advantages.

Form of expression: 1. xx staff will come on stage to introduce and demonstrate products; 2. On-site knowledge Q&A and lottery (based on the first stage of publicity and survey) 3. On-site redemption of prizes.

3. Preview the lottery and giveaways and other activities in the third phase that will follow.

(1) The party will start on time at 19:00 on x, x.

(2) Hot street dance performance.

(3) The host announces the official start of the party, introduces the leaders and guests present, xx staff, the theme and general process of the party.

(4) The staff came on stage to give product introductions and demonstrations, explaining xx’s advanced and unique technology dnse2.0 sound effects to civilians; the perfect value-for-money accessory Bluetooth headset; and prompts for the subsequent game sessions. t08 knowledge quiz, mp4 gift requirements. Audiences are encouraged to actively participate in the following game sessions.

(5) The school’s popular band performs and is required to use humorous language to promote t08

(6) XX company history introduction, product introduction, emphasizing brand charm and product quality assurance . Strengthen the audience's demand and desire for xxmp4.

(7) In the game session, ① a lottery will be held for students who signed the questionnaire in the previous two days, and several MP4 units will be given as gifts; ② xxt08 on-site knowledge Q&A, MP4 or other gifts will be given depending on the score; ③ Tomorrow’s t08 will be previewed There will also be lucky draw opportunities at follow-up publicity and consultation points. Looking forward to participating.

(8) The host announced the on-site limited model purchase discounts after the t08mp4 party, as well as the xxt08 sales department and main sales locations in xx City.

(9) Experience the hot imitation show performance across Korea.

(10) The theme party is over. Discount purchase and product consultation activities begin.

(11) All activities end at 22:00.

The third phase

Post-campus market maintenance

Content:

1. No. x, consultation points will be set up on main school roads, continue Activities such as points for quizzes, free mp4s in prize draws, mouse pads and thermos cups.

2. Clarify the sales location of t08 in Guangzhou. and related promotions.

3. Send coupons and leaflets to sales locations for consumption of xx digital products.

Preparation items for marketing activities:

Staff;

t08 knowledge leaflet;

t08 knowledge questionnaire and lottery ticket;

Discount card;

Gifts: mouse pad, water bottle, notebook and other small gifts;

Three large posters (content as above);

　T08 prototype and several supporting equipment;

Audio equipment;

Speaker;

Counter, parasol;

Table, Chair.

Planning budget:

Venue cost: Student Activity Center: x yuan/day;

Table and chair rental fee: x/item/day;

Staff labor costs (free for our school);

Flyers and questionnaire fees;

Gift fees. University campus marketing planning plan (3)

1. Summary

This case proposes a specific plan for the integrated marketing strategy of China Telecom’s customized mobile phones to expand the market on campus. I organized a special investigation on the theme of how to expand the campus market for telecommunications customized mobile phones. By analyzing the data obtained from the survey, we believe that the key to expanding the market of customized telecom mobile phones in our school lies in how to gain recognition from the majority of students. Use this as an entry point to integrate various forces to achieve breakthroughs.

2. Company introduction and organizational structure

Company name: xx Group Company

Date of establishment: x, month, x, 20xx

The company's purpose: Let customers enjoy the new information life

Registered capital: xx million yuan

Main business: Mainly engaged in fixed telephone, mobile communications, satellite communications, Internet access and Comprehensive information services such as applications.

Company Profile: China Telecom Group Corporation has branches in The CDMA3G network with the largest scale, the earliest domestic commercial use and the widest coverage has well-known brands such as "xx", "xx Fly Young", "xxe Home", "xx Pilot", "Number xx Pass", "xx Starry Sky", etc. Telecom’s full-service, multi-product integrated service capabilities and channel system.

3. Planning Goals

Short-term goals: Increase the sales volume of Telecom’s customized mobile phones, expand the campus users of Telecom’s customized mobile phones, and increase the campus market share of Telecom’s mobile phones.

Long-term goal: Expand the popularity of Telecom’s customized mobile phones on campus and improve product competitiveness. Improve service quality, increase customer satisfaction, and enhance customer loyalty. Gain an edge over the other two telecom operators.

4. Environmental Analysis

(1) External Environment

Political and Legal: On June 20, 20xx, the Ministry of Industry and Information Technology officially issued 4G licenses to the three major operators. China Mobile, China Telecom and China Unicom have all obtained TD-LTE licenses. A 4G license is an operating license for the fourth generation mobile communications technology (4G) that combines wireless communications with multimedia communications such as the Internet. Just like business licenses in various industries, 4G services can only be operated with a license from the Ministry of Industry and Information Technology of the People's Republic of China and the State Council.

Population: With the rapid development of the country's economy and the continuous improvement of the education system, the group of college students has expanded rapidly, and the number will continue to increase in the future.

Economy: The domestic economy is developing rapidly, people’s living standards have improved, and college students have certain spending power.

Technology: With the rapid development of science and technology, the cost of manufacturing mobile phones has been greatly reduced. The development of 4G technology.

Social culture: People’s living standards have improved, and mobile phones have become an essential item in people’s daily lives. Smartphones are quite common on university campuses, and college students are an important group of consumers who consume smart phones.

(2) Internal environment

Against such a large environmental background, generally speaking, the development of the communications industry maintains a good growth momentum, but for the enterprise itself, It is necessary to conduct a comprehensive analysis of various influencing factors:

1. Buyers

From the current point of view, major operators have a large number of customized mobile phones, and the competitive market is oversupplied and it is a buyer's market. , although consumers have greater room for choice, the bargaining power of the student group is weak, so the threat from this side is relatively small.

2. Suppliers

China Telecom’s customized mobile phones mainly include Huawei, ZTE, and other models. These mobile phone suppliers rely on operators to open up the university campus market, and are highly dependent on operators. larger. In this way, the bargaining power of suppliers is not very strong.

　3. New entrants

At present, China’s mobile communications industry as a whole is becoming mature, and almost all business fields are covered by the three major operators China Mobile, China Telecom and China Unicom. coverage, and won a certain market share, each occupying the necessary market space. Under such a situation, for any new entrant who wants to join, the industry barriers to entry are already quite high, such as cost, service, technology, and public relations, and they will not gain advantages in the short term.

In addition, another very important factor is China’s current national conditions. Based on my country's special national conditions, although various industries are gradually improving, they generally lag behind developed countries, and some industrial links are not very mature, especially the communications industry. Therefore, it is necessary to set up protective barriers for this, on the one hand, to ensure the stability of our market. Sound development, while shielding the interference from external markets to a large extent.

It can be seen that there are no new entrants in China’s communications industry for the time being. In the current market, operators are almost unaffected by new entrants.

4. Substitutes

There are no other substitutes for the mobile phone product at present, but for telecom customized mobile phones, the substitutes are non-customized phones and China Mobile customized phones. , China Unicom’s customized machines pose a greater threat.

5. Competitors in the industry

China’s communications market is currently occupied by three giants, with China Mobile, China Telecom and China Unicom each leading the way. China Mobile developed relatively early and already has a relatively complete network, relatively high-quality services, and currently has the largest profits in the telecommunications industry. It has initially formed its own complete intellectual property system, and has strong innovation capabilities and operational strength. But on the other hand, China Mobile's current market share is quite large, and the scope of development is very small, which means that the new profit margin is relatively narrow.

The development of China Unicom is relatively slow, especially in terms of technology. It cannot carry out large-scale improvements for the time being, and the fact that communication signals are weak will continue to exist. But what cannot be ignored is that China Unicom's services are gradually improving, and its relative market share is slowly and continuously growing.

Generally speaking, judging from the current market situation, among the five forces, the most challenging and difficult one is the competition among peers in the industry. Specifically, it is the competition between China Telecom, China Mobile and China Unicom. Competition, the two major operators are relying on their respective advantages to compete wildly in the campus mobile phone market.

(3) Industry environment

The three major mobile operators, China Mobile, China Telecom and China Unicom, have market shares in universities of x, x and x respectively. They are large players in the university market. The country is dominated by China Mobile. China Mobile ranks first on campus because of its excellent mobile communications. China Telecom ranks second. China Unicom is used by fewer people on campus. Telecom and China Unicom are in a weak position, but from another perspective, this is another opportunity, because Telecom has a very broad market space that can be explored.

(4) Competitive environment

Facing fierce market competition, China Telecom, China Mobile, and China Unicom are using their respective resources and strengths to seek their own unique positioning, "not on price." The words "war" and "blue ocean strategy" are frequently mentioned, and they are all seeking differentiated business strategies.

(1) China Mobile will continue to adhere to the "three lows principle" and deeply explore the rural market. For old customers, we will do a good job in customer care and reduce the churn rate. In the high-end market, it mainly targets 4G networks that are not yet mature. It can be said that China Mobile's strategy is still relatively satisfactory, and it has not made much achievements in the mid-to-high-end market.

(2) In the short term, the main driving force for China Telecom’s performance growth lies in the improvement in the efficiency of fixed network asset usage brought about by the bundling of fixed and mobile services; in the medium and long term, China Telecom’s mobile business is particularly Mobile broadband business will become a key factor in driving the company's performance. To this end, China Telecom has been actively leveraging its huge advantages in fixed networks to conduct bundled sales. The lower cost of CDMA business than WCDMA business is a major advantage of Telecom in the mid-to-high-end market.

(3) In order to maintain a balance between market share and profit margin, China Unicom strives to attract more high-end users by building high-quality networks, relying on mature WCDMA networks, and introducing star terminals such as iPhone and HTC. .

5. Marketing Strategy

(1) Products

China Telecom’s customized mobile phones mainly include xx and other brands. Its mobile phones are positioned as mid-to-low-end smartphones. The price is between xx and xx yuan, which is in line with the purchasing power of college students. The competitive advantage of Telecom's customized mobile phones compared to the other two operators is its attractive contract package of free broadband when buying a mobile phone. At the same time, the performance of Telecom's customized mobile phones is also better than that of the other two operators, such as: mobile phone CPU. China Mobile's mobile phone business ranks first on campus, and Telecom ranks second.

(2) Market Segmentation

The main target customers of Telecom’s customized mobile phones on campus are sophomore and junior male students. Generally, in universities, the students are all sophomores. Only then will they buy a computer. Generally, boys will need broadband after buying a computer because boys like to play games and need Internet speed. This group of people buy customized mobile phones from China Telecom for the package that comes with broadband. These consumers generally have no special requirements for mobile phones.

(3) Target market

The target market is sophomores and juniors in school, and freshmen students should also be actively influenced as potential customers. The main sales areas are all campuses of our school.

(4) Market positioning

Telecom customized mobile phones are generally positioned as mid- to low-end smartphones, which meet the purchasing needs and purchasing power of students. At the same time, Tianyi 3G is also the main 3G service promoted by Telecom. It is designed for the younger generation with the slogan of fashion.

VI. Action Plan

(1) Product Strategy

Clear product positioning and seek cooperation from more mobile phone manufacturers to launch more brands of customized mobile phones Enrich the options of Telecom’s customized mobile phones, and at the same time continue to launch and continuously improve the contract model of buying a mobile phone and getting broadband. This marketing method can achieve good results by leveraging the monopoly position of Telecom Broadband in the campus.

(2) Price strategy

Aiming at the purchasing power of college students, we reasonably launch mid-range customized mobile phones with a contract price of xx-xx yuan. The contract price of xx-xx yuan is the most popular. Students like it. If the mobile phone consumption package is a broadband package, the monthly minimum consumption package price should be controlled within x yuan; if it is an ordinary package, the minimum consumption should be controlled within x yuan.

(3) Channel strategy

Marketing requires focusing on the convenience of customer purchase. For the communications operation industry, it should include the perfection and service of channels.

(1) Set up student agent. It allows college students to purchase telecommunications products very conveniently. Especially when freshmen first enter the university, student agents should be widely distributed.

(2) Rely on various media and publicity channels of various activities held on university campuses to expand the influence of its value-added services, so that users can understand telecom’s value-added service information from all aspects. and choose the services you need.

(3) Value-added services are transparent. Allowing college students to conveniently check the status of value-added services in a short time.

(4) Increase the number of users through the Yixin free SMS platform, which is a cooperation between China Telecom and NetEase.

(5) Sponsor various activities of school clubs to increase their influence.

(4) Promotion strategy

(1) Negotiate with the school on the mailing of the new student admission notice, and include a telecommunications mobile phone card with it.

(2) Sponsor the welcome parties of each college to increase students’ awareness of telecommunications and increase sales of telecommunications mobile phones.

(3) Hold a telecom mobile phone exhibition on campus to fully introduce telecom mobile phones to students.

(4) Carry out orientation activities for freshmen at the beginning of each year to leave a good impact on the hearts of freshmen.