Mobile Marketing Plan

The Planning Book column has compiled the "Mobile Marketing Planning Book" for you. You are welcome to read it. For more planning book information, you can log in to the planning book section.

1. Foreword

The mobile phone market has always been fiercely competitive, but it has created many "miracles". Today's mobile phone market is close to saturation. The mobile phone industry is China's current competition. One of the most intense industries. Excluding black mobile phones, there are thousands of mobile phones sold through normal channels. The successive price wars have greatly reduced the average profits of mobile phone industry participants (including manufacturers, channel dealers, and retailers). Investors have already dismissed this industry. Included in high-risk industries. It is very difficult to stand out in this market and stage a classic battle to seize market share. In fact, we don’t need to worry too much about the marketing of mobile phones. ,

2. Background

In recent years, China's communications industry has developed very rapidly, and many communications companies have also grown significantly. It can be said that China's communications market is extremely active. As one of the communication fields, the mobile phone market continues to heat up with the development of the overall communication industry. Mobile phone communication sales have grown rapidly and become one of the more important communication products in China's communication industry.

With the improvement of people’s living standards in XXX, the scale of the communication market is getting bigger and bigger, and consumption and purchasing are getting stronger and stronger. This is because communication has become a necessary life requirement for the people. At the same time, Due to the large number of consumers, the rising purchasing power level, and people's requirements for improving living standards, mobile phones, as a fashionable product among communication products, have been greatly sought after, so the mobile phone market is huge. Facing the huge market space, other communication companies are ready to seize the mobile phone market, increasing their research and development efforts and accelerating their layout. China's local communications companies also very much hope to occupy a place in the market.

Our country is not only a major mobile phone producer, but also a major mobile phone user country. The rapid increase in my country’s mobile phone terminal production capacity has been accompanied by the large-scale expansion of mobile phone users. On the basis of the continuous expansion of the domestic mobile phone market, we have also seen a sharp increase in brand concentration. International brands have increased their sales efforts in the low-end market and bundled mobile phones, coupled with the continuous extension of high-end products. Currently, Apple, Motorola, The four major brands Apple and Sony Ericsson accounted for 68.4% of the market share, an increase of 8.9 percentage points from the same period last year.

However, the further development of domestic mobile phones has had a huge impact on the mobile phone market; as domestic mobile phones continue to improve in technology research and development, product planning, product functions, product quality, brand building, channel innovation, and after-sales service With continuous adjustments and improvements in various aspects, coupled with the strengthening of government supervision, the market share of domestic brands is constantly increasing. In addition, "black mobile phones" continue to interfere with the sales of our Apple brand machines due to their low price, high degree of simulation, and short new product cycle.

3. Planning purposes

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

2. Enhance consumers’ understanding of Apple and enhance the company’s visibility and reputation.

3. Some products are offered at special low prices to benefit consumers while digesting inventory.

4. Expand market share, attack competitors, and maintain leading position.

IV. Comprehensive market analysis

1. The basic situation and existing problems of the enterprise.

Apple is the global leader in mobile communications and has always been the driving force behind the industry’s continued development. Apple is committed to providing practical and innovative products, including mobile phones, graphics, games, media and solutions for mobile network operators and enterprise users, to enrich people's lives and improve their work efficiency. Apple shares are listed on five major securities markets around the world, with shareholders located all over the world. As the global leader in mobile communications, Apple has relied on its rich experience, innovative, user-friendly and secure solutions to become the world's leading supplier of mobile phones and one of the leading suppliers of mobile, fixed broadband and IP networks. By organically combining mobility with the Internet, Apple not only creates more business opportunities for enterprises, but also makes people's daily lives more colorful.

In China, Apple has established two global R&D centers with offices spread across the country and more than 45 million employees. All of Apple's major products have been produced locally in China, including: Apple's latest mobile phone products, base stations, base station controllers, mobile switching centers, access equipment, digital switching equipment and digital multimedia terminal products. Apple is the largest foreign export enterprise in China's mobile communications industry. Apple has ranked first among foreign exporters in China's communications industry for three consecutive years, with a cumulative export volume of more than 6 billion euros. Apple's production bases in Beijing, Dongguan and Suzhou, China, have become pillar enterprises for local exports and tax payments for several consecutive years. Apple is committed to long-term development in China and becoming the best partner. With innovative products and technologies, as well as comprehensive end-to-end solutions, Apple has won and consolidated its position as a leading supplier in China's mobile communications market. Currently, Apple is carrying out extensive and in-depth cooperation with Chinese partners to jointly lead the mobile era and contribute to the vigorous development of the communications industry in China. Apple is China's leading mobile phone manufacturer and preferred mobile phone brand. Apple's mobile phone strategy is to enrich people's lives with branded mobile solutions. However, due to other communication companies frantically joining the competition, such as Samsung, Sony Ericsson, Apple, HTC, and domestically produced mobile phones such as Gionee, Lenovo, Daxian, Jinpeng, etc., more importantly, most of the domestic mobile phones that imitate Apple currently appear Counterfeit mobile phones are imitations of Apple models in appearance, but the quality is very unreliable, misleading consumers, seriously affecting Apple's sales performance, reducing the company's reputation, and causing the company's sales to significantly decrease year-on-year. Therefore, in response to these problems, it is necessary to do this New Year’s Day promotion.

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2. Market environment analysis

In recent years, China’s communications industry has developed very rapidly, and many communications companies have also grown significantly. It can be said that , China's communications market is extremely active. As one of the communication fields, XXX's mobile phone market continues to heat up with the development of the overall communication industry. Mobile phone communication sales have grown rapidly and become one of the more important communication products in the XXX communication industry.

Apple’s “technology and people-oriented” core values ??in the mobile phone industry are employee-oriented and customer-oriented corporate values. It completely transcends national boundaries and business and goes into people’s hearts. There is no What can move people's hearts will make a company last longer. This is Apple's competitive advantage in the mobile phone industry, which allows companies to innovate and open up markets more sustainably.

1. Products: Segmented products, full coverage, and two levels of focus. Advantages: From high-end to low-end, it covers all market segments, increases market share, prevents competitors from entering from a certain market segment, and focuses on the "two-level" users who are high-end smart product users and young people who are mainly fashionable and affordable users. .

2. Price: Use low and medium prices to gain share, and high prices to create profits and build a brand. By significantly moving the market price centerline downward, it hinders other low-price brands' marketing strategy of "surrounding the countryside from the city" and makes it difficult to open market gaps.

3. Channels. ?Direct supply + FD? channel mode. Advantages: wide channel coverage, significant downward extension effect, high share and main promotion rate of target retail stores in each market layer.

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

3. Market situation analysis.

In the market consumer structure of Apple mobile phones, young consumers aged 17 to 30 are the main ones. Especially the current student consumer group is relatively large. The other ones are some white-collar office workers. In the minds of these consumers, Apple represents a fashion, fashion, and trend, and Apple mobile phones are of good quality and affordable to consumers, so they are widely praised.

(1)Competitor analysis

The main competitor in the domestic market is Motorola. Motorola has a good business philosophy, its company model and the speed of product updates, which have put a lot of pressure on Apple. The company's strategies are mainly product differentiation, price wars, consumer market segmentation, etc. It has had an impact on the company's sales performance.

In the Chinese mainland market, the main competitors of Apple mobile phones are Sony Ericsson, Motorola, Apple, Dopod, etc. However, the current mobile phone market share still ranks first.

(2) Main factors affecting consumer purchasing behavior

2.1 Cultural factors:

XXX is the birthplace and gathering place of Han culture. It is divided into 5 major regions with a population of 1.96 million, but there are also different classes of people among them, roughly including: wealthy type, wealthy type, well-off type, subsistence type, and poor type. Among them, the well-off type and the subsistence type still account for a large proportion, and these are also the main targets of corporate sales. Even if people in the same class have similar economic status, value orientation, life background, and education level, their living habits, consumption Levels, consumption content, interests and behaviors are also similar, and they even have the same preferences for certain commodities, brands, stores, leisure activities, communication media, etc., which will invisibly have a certain impact on consumer purchasing behavior. .

2.2. Social factors

In daily communication, the purchasing attitude, opinions and values ??of one person or a group will affect another person or group. People are affected by it at any time in their lives. The influence of various related groups, in which everyone plays their own role and has their own status, and the roles and status in different groups strongly affect a person's purchasing behavior. The closer the interaction, the more effective the interaction process, the more respect an individual has for the group, and the greater the influence of the relevant group on the individual's purchase choice. The family is one of the most important related groups, and it is also a consumption unit and purchase decision-making unit. Similarly, college students are also the main force in purchasing. There are 11 universities in XXX such as China University of Mining and Technology, XXX Normal University, and XXX Medical College. There are tens of thousands of students in ordinary colleges and universities, and the demand for mobile phones by college students is increasing day by day. .

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2.3. Other factors

Due to physical and psychological differences, consumers of different genders also have different desires, consumption composition and purchasing habits. . Consumers with different levels of education have different purchasing decision-making processes in terms of their rationality and aesthetic ability when purchasing mobile phones. Consumers with different occupations have different consumption composition and purchasing habits due to 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 people we surveyed already owned mobile phones, and 33.3% owned Apple phones, which shows that Apple’s market share is still relatively leading, but It can also be seen that the shares of Motorola, Apple and domestic mobile phones are gradually increasing. In the survey, we found that in general, mobile phone users are relatively satisfied with Apple mobile phones. On the one hand, it shows people's recognition of mobile phones, and on the other hand, it also shows people's loyalty to this brand. When many people buy mobile phones, they first focus on price and brand, followed by quality and functionality. What is easy to overlook is the standby time and weight. Consumers generally believe that Apple mobile phones are of good quality, have accurate market positioning, and have fashionable appearance. They have models suitable for fashionable young people, business people, the elderly, and white-collar ladies. However, surveys from those who have not purchased Apple mobile phones have found that they generally believe that the shortcomings of Apple mobile phones are that the price is slightly higher, the styles are not novel and diverse enough, the machine response is slow, the standby time is not long enough, etc., especially among young women, there is a lack of choices. shape.

　2.4. Countermeasures

Based on the above existing problems, we believe that Apple should design more novel models in appearance, such as folding, rotating, ultra-thin, etc. . In terms of function, the Symbian system is optimized to make the machine run faster and have more comprehensive functions. In terms of marketing, we should not only focus on business people and working-class people, but also pay more 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.

Competition in the mobile phone market is extremely fierce. There are many international and domestic brands, overcapacity, short product life cycles, and rapid upgrades. Therefore, it is necessary to carry out appropriate promotions.

5. Marketing Strategy

1. Market Segmentation

First, segment the consumer groups according to their different levels and identify the corresponding series of mobile phones. Meet different needs. For example, the target audience of mobile phone models starting with 3 and 5 is young people who pursue fashion and entertainment but have limited financial capabilities. Mobile phone models starting with 6 emphasize the business functions of the phone, while mobile phones starting with 8 are targeted at target groups who value taste, pursue quality of life and have a certain economic status.

2. Target market

Another experience of Apple is that after its transformation, it launched a powerful advertising campaign named "Apple Theme Park". In the early 1990s, mobile phones were still a relatively unfamiliar term to European consumers, and Apple's market awareness as a mobile communications brand was almost zero at the time. Everything starts with brand recognition. After a series of market surveys, the company decided to position the target consumer group between the ages of 18 and 45, including existing consumers such as business leaders and decision-makers, as well as future consumers? European youth people. The focus of the advertising campaign is to emphasize that although the Apple mobile phone is a new, fashionable, high-quality, high-tech product, it is easy to use and allows people to stay connected anytime and anywhere. In terms of advertising media, we choose television, radio, magazines, newspapers, and the Internet, and adopt an all-round, multi-angle advertising and media integration strategy. At the same time, the media focus is placed on television media that has the widest audience reach, the most vivid expression of brand culture, and the most intuitive display of products. The brand promotion style is not limited to a certain function of the product but is committed to creating a brand cultural and artistic atmosphere, which makes Apple's brand culture more and more profound in the advertising campaign, thus forming its unique and profound brand connotation.

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3. Product positioning

Attract consumers with low-priced mobile phones, and increase brand awareness with high-priced mobile phones. Specifically, low-priced mobile phones can refer to mobile phones below 1,000 yuan, while high-priced mobile phones refer to those above 2,500 yuan.

VI. Activity plan

(1) Activity time:

January 1, 2011

(2) Activity location:

XXX City Cultural Palace State Network mobile phone hypermarket and stage performances.

(3) Activity methods:

Implement a combination of counter mobile phone display, group purchase discounts, outside-store road shows, leaflet distribution, and interactive games.

(4) Activity theme:

New Year’s Day promotion with big rewards.

(5) Outdoor booth layout

1. Terminal store street layout:

On the street opposite the State Grid mobile phone store, every 80 meters, 3.5 meters high Hang banners (each banner has a different slogan), one to three banners.

2. Stage layout:

Set up a stage 1 meter high, 4.5 meters long and 2.5 meters wide, covered with a red carpet.

The background is 4.5 meters long and 2 meters wide.

The upper line reads: The Apple mobile phone repays the true love to the people of XXX City!

The lower line reads: The big prize is waiting for you (the prize words are written larger and use another font)

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Place three speakers on the left and right sides of the stage

Place TV sets, rice cookers and other boxes in front of the stage, place them 2 meters high and tie them up with ropes (to prevent the strong wind from blowing over the boxes and hitting them) people) and put the award words on the box.

An inflatable model is placed in front of the stage

3. Counter setting:

The distance between the counter and the stage is 8 meters, and 12 glass counters are used to form a square

There is a wooden tripod 2.5 meters high in the counter, used to put up posters

The real machine is placed in the counter

The model is placed on the counter, and the model is placed under it Corresponding flyers

Mobile phones at the counter should be placed according to price

A sun umbrella should be installed next to each counter (to prevent sudden changes in weather from affecting machines, sales staff and consumers)

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Each counter has two salespeople

(6) Personnel selection

1. Selection of stage personnel

For students studying art As the main performers, the band should also be sunny and dynamic. This will attract more attention and better attract and retain consumers. The host should be chosen to have a sense of humor and be able to liven up the scene, and some temporary workers should be chosen to do trivial things.

2. Selection of sales personnel

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

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(7) Activity process

(9.30-11.30 am)

Time activities

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

9.35-9.40 Host Activity Introduction

9.40-9.45 First Round of Mobile Phone Show (Model Show)

9.45-9.55 Host activity introduction and on-site prize Q&A 1

9.55-10.10 Interactive game 1

10.10-10.15 Dance performance 2-Dynamic dance

< p>　10.15-10.20 Second round of mobile phone show (model show)

　10.20-10.30 Host activity introduction and on-site prize Q&A 2

10.30-10.45 Interactive game 2

　10.45-10.50 Dance Performance 3-Tango

　10.50-10.55 The third round of mobile phone show (model show)

　10.55-11.05 Host activity introduction and on-site prize-winning Q&A 3

11.05-11.25 Interactive Game 3

11.25-11.30 Host activity introduction and next activity preview

Afternoon: 14:00-16:00

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

　14.05-14.10 Host Activity Introduction

　14.10-14.15 First Round of Mobile Phone Show (Model Show)

14.15-14.25 Host activity introduction and on-site prize Q&A 1

14.25-14.45 Interactive game 1

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

14.50-15.0 Host activity introduction and on-site prize Q&A 2

15.00-15.20 Interactive games 2

15.20-15.25 Dance performance-tango< /p>

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

　15.30-15.40 Host activity introduction and on-site prize Q&A 3

15.40-15.55 Interactive games 3

　15.55-16.0 Host activity summary and curtain call

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(8) Activity content

Roadshow mode: stage Performance: dynamic dance, tango dance, belly dance

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

Interactive games: on-site quizzes and games with prizes -Painted T-shirts, Games-I Love Apple, Games-Apple OVI, Games-Happy Group?Le?

Stage performance: There will be three unique performances and three dances in the road show stage performance area Performances are the signature content of each road show: dynamic dance, tango dance and belly dance respectively. The dynamic dance is youthful and can boost the atmosphere of the scene;

The tango dance is unique and can attract passers-by to watch; the belly dance has a unique exotic style and can gather popularity.

Product display: There will be a model show at the road show. The beautiful models will show off the charm of Apple mobile phones.

Mainly recommended models: N97MINE, C7, T-shirts and a number of painted paints:

The host invites the audience to come on stage and draw pictures on the white T-shirts. After the painting is completed, the etiquette or model will display the painted T-shirts live, and randomly invite the audience to comment. The completed works will be displayed in the stage area for viewing and evaluation by the audience. Participants will receive participation prizes, and those with the highest ratings from the audience will receive exquisite gifts.

Interactive Game 2: I Love Apple:

The host invites 5 guests to come on stage, and the host participates in the game together;

The host starts counting 1, 2, 3, 4, 5. Anyone who counts to 3 or a multiple of 3 cannot report the number. Instead, they must quickly say "I love apples", and those who follow will count the numbers down. If the person who counts to 3 or a multiple of 3 directly reports the number or does not say "I love Apple" quickly, then he will be eliminated and exit the game until there are only two game participants left and the game ends for one group. ?Game winners will receive exquisite small gifts, and game participants will also receive participation prizes.

Interactive Game 3: Apple OVI Game:

Prepare 10 cards in advance, each card has a task written on it, such as: Please name 6 iPhones Model?, Please invite a lady (gentle) to the stage and say to her (him) Dear, let’s use Apple phones together!?, Please take one minute to describe the advantages of Apple phones, etc. The host invites the audience to the stage to participate in the Apple OVI activity. The audience participating in the game must randomly select a card from the ten cards in the host's hand. The host announces the OVI task. Participants will succeed in the challenge after completing the task. Exquisite small gifts will be given to those who succeed in the challenge, and game participants will be given participation prizes.

Interactive Game 4: Happy Combination?:

The host invited 8 guests (4 men and 4 women) to the stage, among which boys represented one yuan and girls represented 50 yuan. . The host randomly calls out a RMB number, such as 2.5 yuan, and then the players quickly find partners to form 2.5 (2 men, 1 woman, 1 man and 3 women). Those who do not successfully combine will be eliminated. This game can be tried out twice first. After the game officially starts, until there are only 2 players left, the game ends for one group. Game winners will receive exquisite small gifts, and game participants will also receive participation prizes.

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Interactive Game 5: Whisper and pass the message:

Prepare a long and relatively convoluted sentence, (for example: one person is two people) Is a person surrounded by three people or a crowd of four people asking you, not two points at all, ice three points clearing four points, points five points asking you?) Each group of games requires 10 people, and each district sends a representative to the stage to play once.

Game rules: One person in each group must be very familiar with this passage first, and then start the game after being completely familiar with it. Within the specified time, the message is passed from the first to the last person through whispering, and then the last person reads out what he heard, and finally the host announces the original words. The team with the least mistakes or correct wins. (Keywords: relaxed, cheerful)

Interactive Game 6: Sharing the joys and sorrows & Idiom Solitaire:

Prepare two large newspapers and place them in the center of the stage, and invite two men and two to the scene. Women come on stage, one man and one woman form a team, and both people must stand inside the newspaper. The host first says an idiom, such as wearing stars and wearing moon, and then the two groups of men and women begin to take turns picking up the idiom. The first word of the idiom must be the last word spoken by the previous person, such as picking up the moon, black wind and high wind; if one of the groups If the idiom cannot be connected, or the idiom is not connected according to the rules, the newspaper in the group will be folded in half until the newspaper area becomes smaller and smaller and two people cannot stand. It is considered a failure and the other group wins.

(Keywords: solidarity and mutual assistance, active atmosphere)

(9) Promotional activities:

1. Buy and get a gift (while supplies last)

All items in the designated When you purchase a mobile phone at any location, you can get the gifts we provide for consumers. Different gifts are given according to different price points. The gifts mainly include the following types:

1. If you buy any mobile phone, you will get an Apple desk calendar.

2. If you purchase those iPhones on sale, you will receive a special film for Apple phones.

3. If you purchase the recommended new mobile phone, you will receive a free original battery.

4. If you buy one of Apple’s high-end mobile phones, you will receive a free headset and a primary battery.

2. Lower prices and then lower prices

Some products are sold at reduced prices, mainly to deal with inventory models or best-selling models. New product prices should generally not be sold at reduced prices.

3. Lottery promotion

Allow customers to participate in the lottery held by our store and win prizes when purchasing goods. It adopts the method of everyone winning the prize. Although there are several levels of prizes, as long as you participate, you will get big or small prizes. Winning the lottery for all members is very attractive and the effect is significant. It can be divided into different divisions from special prize to sixth prize. The special prize is a bicycle; the first prize is a microwave oven for 2 people, the second prize is a kettle for 4 people, the third prize is an umbrella for 10 people, and the fourth prize is 20 people will receive headphones, 50 people will receive the fifth prize for desk calendars, and 60 people will receive the sixth prize for mobile phone chains

4. Group purchase discounts

Group purchase means that a customer purchases multiple mobile phones or several customers. When jointly purchasing multiple mobile phones, provide certain discounts and promotions, which can attract customers to choose products. Customers generally have a "buy and earn" mentality, which makes them feel that they are worth their money, thereby increasing mobile phone sales.

(10) Promotional publicity

1. Arrange personnel in advance to distribute flyers in places with a large flow of people, mainly in main streets and Gupen Square.

2. On-site banners, posters and POP publicity.

3. Arrange some people to do sign advertising

7. Promotion budget:

1. Distribute flyers to 10 people, *** two days, each person 50 yuan per day, a total of 1,000 yuan

2. 40 temporary salespersons, one day, each person is 50 yuan per day, a total of 2,000 yuan

3 , 12 glass counters are 320 yuan each, totaling 3840 yuan

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4. The cost of purchasing a sun umbrella is 1500 yuan in total

5. The cost of the venue is 5,000 yuan in total

6. The cost of purchasing gifts: 5,000 yuan

7. Banner 50*3=150 yuan

8. Flyer 0.1*10000=1,000 yuan

9. Free gift delivery cost 500 yuan

10. Performer salary 2,000 yuan

11. The rental of audio equipment is 5,000 yuan

12. The on-site layout fee is 500 yuan

13. Other expenses are 2,000 yuan

***Total: 29,490 yuan< /p>

11. Precautions

1. Before the event, staff recruitment and simple training, promotion venue reservation, communication and coordination with other departments, budget application for funds, on-site safety Sexual issues, duration and timing.

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

3. After the event, evaluate the event, analyze the profit and loss of the event, and analyze intangible benefits. If the promotion effect is obvious, you can use the later holidays to promote again.

12. After-sales service

Mobile phones purchased by consumers during the promotion period enjoy the same after-sales service as mobile phones purchased in normal times:

(1) 1 If you find a problem with your phone within a week, you can go to the phone store where you purchased it to exchange it for a new one

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

( 3) If you have any questions, you can call the consultation hotline: 4008 800123, or you can log on to Apple’s official website for consultation. The website address is: www.nokia.com.cn/careline

I highly recommend< /p>