Subdivide consumer groups

Market segmentation can only be carried out from a certain angle and can only analyze two-dimensional information.

If you subdivide it, there will only be countless consumption subdivisions.

Here is a market segmentation analysis found on the Internet, including websites.

Precise subdivision of m-zone to win a new generation

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Www.chineseboss.com 2006-5-25 Source: Brand Communication.

Subject of the case: China Mobile Communication Company.

Market position: market overlord

Market Significance: With the implementation of brand strategy and market segmentation strategy, China telecom market has entered the era of marketing competition from resource competition.

Market effect: The number of users in M-Zone has far exceeded 10 million, and it has become the mainstream of prepaid users of mobile communication.

Case background: China Mobile, as a communication operation company focusing on the development of mobile communication in China, has successfully launched two sub-brands of "Global Connect" and "Shenzhouxing" and become a market leader in the field of mobile communication in China. However, with the further saturation of the market, the counterattack of China Unicom and the interruption of PHS, the China mobile communication market is filled with the smoke of price war. How to attract more customer resources, enhance customer brand loyalty and fully tap customer value has become the key for operators to break through successfully.

As the overlord, how does China Mobile maintain its market advantage?

Playback of "M-Zone" marketing events in 2003;

In March, 2003, China Mobile launched its sub-brand "M-Zone", and announced that it would officially provide special telecom services and differentiated tariff packages for young people aged 15 -25.

In April, 2003, China Mobile held a press conference and media promotion meeting for the spokesperson of "M-Zone", and Jay Chou, a new singer from Taiwan Province Province, joined hands with "M-Zone".

From May to August, 2003, various markets of China Mobile started a wonderful interpretation of the new brand by using newspapers, television, internet, outdoor, magazines and public relations activities.

From September 2003 to February 65438, China Mobile held the "2003 China College Students' Street Dance Challenge in M-Zone" all over the country, which set off a street dance craze for 6 million college students.

In September, 2003, China Mobile Communications Group's online activities in the M-Zone won the highest honor-"Best Interactive Marketing Activity" Gold Award at the famous Asian Direct Selling Conference (DM Asia) held in Singapore, and also included "Best Production Designer" Silver Award and Best Activity Award.

In June, 2003, 165438+ 10, China Mobile "M-Zone" and McDonald's announced that they had formed a cooperative alliance, and the "M-Zone Package" for this quarter, which was independently selected by M-Zone customers, was also announced at the same time.

On June 5438+February, 2003, China Mobile fully sponsored "Future Music Country-U and Me!" Co-sponsored by [V] Channel, CCTV and Shanghai Culture Broadcasting News Media Group. The 10th Global Chinese Music Ranking "Selection Activity".

Analysis of "M-Zone" Strategy

Mobile phone has become a common communication tool in people's daily life. With the arrival of 3G wave, mobile phones will extend from voice to data service with the support of operating network, and the service content will be more diversified, which also breeds huge market opportunities.

Like other operators, China Mobile's two sub-brands, Global Connect and Shenzhouxing, lack differentiated market positioning and have a wide range of target groups. On the one hand, the arrival of the golden age of mobile communication market, on the other hand, the homogenization of service and business content. Facing the situation that the resource cake of "mobile license plate" will be shared by more and more people, it is the key for operators to break through successfully by carrying out narrow segmentation among many consumer groups, targeting customers more effectively, enhancing customer brand loyalty with new service methods and attracting customers with new business forms.

1. Accurate market segmentation to capture the new generation of consumption

According to McKinsey's survey of mobile users in China, China will surpass the United States to become the largest wireless market in the world. In terms of the absolute number of users, the number of wireless telephone users in China will reach1.50-250 million by 2005, among which 40-50 million users will use wireless Internet services.

As can be seen from the above data, a new generation of young consumers under the age of 25 will become the largest value-added group in the future mobile communication market. Therefore, China Mobile will take the lead in changing from a business-oriented market strategy to a brand strategy oriented by customer segmentation, targeting students and white-collar workers aged 65,438+05-25 among many consumer groups, thus creating a new value-added market.

It is the foundation of the success of China Mobile's "M-Zone" to lock this consumer group into its new brand customers.

1. From the current market situation, it is an important part of current prepaid users to seize new mainstream consumer groups: 15-25-year-old target groups, and prepaid users are increasingly becoming the mainstream of new users of China Mobile. The number of prepaid card users added by China Mobile every month is about 10 times of the number of newly signed users in that month. Grasping these young customers will also seize most of the current mobile communication market.

2. From the long-term market strategy, we should cultivate high-end customers tomorrow: young users, mainly college students and white-collar workers, have great potential demand for mobile data services, and their purchasing power will continue to grow. Effectively lock in these consumer groups, and will gradually change from low-end customers to high-end customers within three to five years, so enterprises will lay the foundation for gaining advantages in future competition and gradually cultivate the market.

3. From the perspective of mobile brand strategy, it will form a comprehensive market coverage: Global Connect will locate the high-end market and provide targeted mobile office and business service functions for business and successful people; Shenzhouxing meets the call needs of ordinary customers in the low-end market; "M-Zone" effectively locks in fashion users, mainly college students and white-collar workers, launches voice and data packet services, comprehensively attacks the mobile communication market, contains competitors, and forms a preset threat.

Second, unique brand strategy, different emotions and brand interpretation of a new realm.

The target customers of "M-Zone" are1young people aged 5 to 25. From the psychological characteristics, they are fashionable, interested in new things, curious, eager to communicate, advocating individuality, active thinking, strong brand awareness, low brand loyalty and easy to influence each other. Judging from the demand for mobile services, they use more data services, which can mainly meet their entertainment, leisure and social needs through mobile communication.

Based on this, China Mobile has established a brand strategy that conforms to the characteristics of target consumer groups:

1, dynamic brand name: "M-Zone" breaks through the correctness and stability of traditional brand names, displays with strangeness and uniqueness, and is full of modern impact and affinity. At the same time, the whole VI system is concise and powerful, easy to spread, easy to remember and full of impact;

2. Unique brand personality: "M-Zone" is endowed with the brand personality of "fashion, fun and exploration", and at the same time provides consumers with entertainment, leisure and communication-oriented content and flexible tariff forms;

3. Cool brand language: rebellious advertising slogan "My site, listen to me", as well as "expressing happiness with novelty" and "M-Zone, the autonomous region where young people exchange!" Popular fashion language and creative advertising images will portray the psychological feelings of the target consumer groups who are pursuing independence, individuality and coolness to the fullest, and will make the emotions of the target consumer groups sound;

4. Sharp celebrity endorsement: Jay Chou has become a popular "cool" star with a sunny and healthy image and a little bohemian behavior, which has great appeal and influence among the younger generation, and is very suitable for the brand characteristics of "fashion, fun and exploration" in the M-Zone. It can better echo and convey the brand connotation of M-Zone, thus forming the unique brand culture of young people;

The unique brand proposition of "M-Zone" not only meets the consumption needs of young people, conforms to their consumption characteristics and culture, but also puts forward a unique modern lifestyle and culture, highlighting the "value, attribute, culture and personality" of "M-Zone". Injecting consumers' psychological feelings into the brand connotation is the success of the new realm of "M-Zone" brand.

Third, integrate marketing communication and experience trip to form market interaction.

As a brand new brand, "M-Zone" is a long-term strategy of China Mobile. After market segmentation and brand positioning, China Mobile invested heavily in three-dimensional integrated communication, focusing on large-scale interactive activities and experiencing the psychological feelings of marketing, which contributed to the marketing communication of "M-Zone" in 2003!

1, spread three-dimensional bombing: choose newspapers, television, internet, outdoor, magazines, activities, etc. Focus on the target group, and quickly convey the brand image, brand proposition and tariff package of M-Zone to the target consumer group;

2. Activities from point to point: from the press conference and Xiao Tianwang's solo concert to the interaction of 6 million college students' "street dance", we formed an alliance with McDonald's and sponsored the "Tenth Global Chinese Music List" selection activity, which formed the interaction of the national market and formed a good marketing atmosphere for the market to "infect";

3. High-altitude ground integration: While China Mobile carried out advertising high-altitude bombing and large-scale activities, various markets also carried out related promotion activities into the campus and established campus alliances; In terms of business form, mobile QQ, ringtone download, tariff package and other activities are opened to provide real service content for consumer groups, so as to combine high altitude with the ground;

4. Emotional experience: In all marketing communication activities, the target consumer groups participate in it, resulting in emotional buzz, especially the national "street dance" challenge, which subtly implants the brand into consumers' minds and plays a good marketing effect;

As a part of China Mobile's long-term brand strategy, "M-Zone" has captured high-end users in tomorrow's market, but the key is to have better network quality as support, pay attention to the appeal of soft articles in marketing promotion, highlight brand power more, provide more personalized and all-round services, and enhance the brand loyalty of consumer groups, so that the road can go far and go wonderfully!