brand planning

Brand planning article 1 To better promote the jade brand, we should start with the following points:

Brand exposure through various channels.

There are countless channels for network promotion, which can be divided into active channels and passive channels according to the contact information of users. The active channel is search engine (including internal search of e-commerce platform). Users use search engines with a strong purpose and clear information acquisition needs. If the information matching is high, brand building and sales transformation are natural. Wechat, Weibo, BBS, self-media, hard broadcasting platform, etc. They are all passive channels with high frequency of use and large traffic, which are suitable for brand exposure.

Pay attention to the planning of creative content

If channel selection is the body of network marketing, then content is the soul of network marketing. Although they voiced through different channels, they all conveyed the same information and strengthened the same impression of users. Many big brands impress users not by the product itself, but by one or more creative content plans. The content includes soft articles, social media, press releases, audio, podcasts, blogs, white papers, music, animations, pictures, infographics, online teaching or TV broadcasts, slides, videos, seminars, applications, games and other forms of expression.

Establish online word-of-mouth and brand image

Every brand expects online marketing to get twice the result with half the effort. This effect is not only the increase of sales, but also the shaping of online word-of-mouth and brand image. For companies that have formed brands, it is enough to tell users what we have. When users have enough trust in their own brands, they will no longer consider quality or even price.

Brand Planning 2 First, the advantages of network promotion

1. Low cost: The cost of online media is much lower than that of traditional media. Using the network to promote enterprises can save more operating costs.

2. Targeted: determine the target group for network promotion. Since the people who click on the message are interested, they can directly attack potential customers. Appropriate function and content settings can also make users dependent and lazy on the network. Therefore, it also maintains the sustainability of customer development.

3. Interactivity: On the network, when the network users are interested in a certain content, they can enter the page of the content by clicking the key to learn more about the product. Enterprises can also obtain user feedback information conveniently and timely at any time. According to this, customer service will be more humane and rational.

4. Accurately count the number of audiences: it is difficult to know exactly how many people have received the information and how many effective customers have been generated by this information by using traditional media for promotion. On the Internet, visitors and advertising revenue can be accurately counted, which is helpful for enterprises to correctly evaluate the promotion effect and formulate promotion and business strategies.

II. Overview

At present, Xi 'an market where XXX is located is a good and attractive market, and it is also a very competitive market. The practices of peers in the industry in promotion, publicity and brand building are basically the same, but they all seem to ignore the high-speed, effective and convenient way of the Internet. After investigation, almost no one is doing network promotion in the industry, and some are just simple, rough and outdated furnishings, which have become the standard appendix of enterprises. Therefore, the almost blank market of network is a niche market for us, and reasonable development and utilization will definitely bring high returns to enterprises.

Nowadays, with the popularity of the Internet, people rely on it more and more. Finding all kinds of information you need in reality (including entertainment, leisure, making friends, etc.) is the demand of netizens. ) on the internet. Finding the intersection with reality on the internet is the potential demand of netizens at present! Netizens are also looking forward to websites and information about nightclubs. (In Baidu, Xi 'an nightclub is the key word, and "Xi 'an nightclub forum/website" ranks in the top three among the ten related search terms, but there is no information in the results. )

I designed a localized website with XXX as the core to serve the local members of Xi 'an. The operation and function settings of the website are closely designed with the operation of XXX as the core. It can be said that the website is a value-added service we provide for our members and customers.

III. Specific practices and functions are as follows:

A website mainly publishes fashionable and fresh entertainment information about food, clothing, housing and transportation.

Netizens are gossiping about this information and like to read some entertaining news/articles. It is easy for people to follow the fashion trend. With the convenient tool of website, we have the opportunity to create fashion. It is also a platform for establishing corporate brand image and multi-channel operation.

Provide localized online dating, blogs, forums and chat services.

Through the tool of online dating, the website can quickly catch a group of loyal users, because the future registered members of the website will be people living locally in Xi 'an, who are tangible in reality. Blog further provides a platform for these members to show themselves. As for the forum and chat function, it is not only a communication platform for users, but also the best choice for us to carry out hidden publicity and promotion.

Regularly hold offline activities in XXX.

At present, there are also some QQ groups and websites that provide this service, but most of them are spontaneous non-governmental organizations. Even if they make profits, they will be given back through the meeting place, which has great shortcomings in personnel and technology. Moreover, we have the support of entities, so in terms of profit alone, we have incomparable advantages over other "wild ways". The customers that can be maintained under this strategy must be quality customers.

Do some online voting services for performing arts programs and other projects regularly.

Open a voting area on the internet regularly, and put dancers, singers, performing arts and other content in the form of pictures and videos, so that network users can choose what they like and want. You can also add in-store services and event voting. Then wrap it with inflammatory headlines such as "I am the owner of the nightclub I want", "This is my home tonight" and "Let customers be the owners to build a nightclub they want". This should be more attractive to customers.

Business alliance consulting service

The company takes the flow of physical stores and the number of registered members of the website as the weight, and takes the lead in strategic cooperation with other enterprises and businesses that do not compete with us. Simply put, it is the enjoyment of customer resources. The advantage embodied in customers is that holding our membership card can be discounted in other very expensive places. This makes the website that is originally a value-added service more value-added, and also improves the gold content of our membership card. The specific cooperation plan is attached.

Other services

Four. Project summary

First of all, ensure the safety of offline activities. This can be achieved through real-name registration and on-site security inspection.

Second, it should be targeted. When developing products and functions, we should refine the demand analysis of various groups of people, and then develop different products for different groups of people. But focus on the key points.

Next, you can't just do hard advertising and promotion in publicity. You can also do some online push and hidden promotion on the Internet. For example, virtual reporters, professional players and so on. Write some comments after playing in XXX, make up a soft article such as Xi 'an or national nightclub ranking, post it on major forums and blogs, and rely on Baidu to make a soft article bidding ranking. This effect is much better than positive hard advertisements.

Business alliance is a project that I think is difficult to do at present. At the beginning, I hope to make some merchants who are easy to negotiate through contact and increase the popularity of this project. However, we must choose our partners carefully. My current thinking is that only five or seven companies are selected for an industry or similar industries, so that the quality is guaranteed and it is easier to operate in the later stage.

Verb (abbreviation of verb) enterprise alliance cooperation mode

1. Advertising resource exchange:

Add each other's product image to the advertisements of both media (mainly print media, online media and store resources); Use the store image to promote the exchange of resources: in channel publicity, add the other party's image or "strategic brand" cooperation to posters and store publicity;

2. Exchange customer resources. (discount exchange)

3, product joint promotion activities:

In the on-site promotion activities, both parties support each other and jointly complete the promotion activities.

4. Introduce special products to each other (bundled sales):

Customize or "bundle" special products for each other with the help of both brands. (such as co-branded cards)

5. Reward the sponsorship of cross-industry activities:

As long as it is relevant and does not form vicious competition, other industry partners can use the above platform to provide prizes for various activities.

6. Other joint resources:

The above resources can be operated separately or jointly. Business alliance, making friends and part of the main body of the network can be extended and developed in the future.

Brand planning Article 3 Wenzhou women can now wear designer's unique works at home like stars. Recently, a new clothing store in our city started this special business-selling exclusively designed limited edition clothes.

Ying, a women's clothing store, is located in an inconspicuous position in Times Square, with a small area and elegant and simple decoration. The biggest difference between it and general clothing stores is that most brands of clothes are rare in the market, and there are only one or two pieces of the same clothes; Ms. Kong, the owner, said that women buy clothes to pursue unique personality. To this end, she specially collected some works of Hong Kong and American designers in Shanghai studio and bought some second-line brand women's dresses with unique designs from Europe. She revealed that she is starting to establish a member customer file, and will carry out theme salon activities irregularly in the future, so as to make friends with customers and cultivate customer loyalty.

Relevant people believe that this small shop dares to find another way to occupy the market, which is worth learning from operators who only follow the trend.

The boss's experience —— Some thoughts on opening a shop

Many friends want to start a business, but they don't know what to start. Many people think it is best to open a different store, or a store with less fierce competition and fewer competitors. Personally, I think this is not practical. First of all, it's hard for you to be different. Secondly, even if your store is different, if there is no technical threshold or other threshold, others can easily imitate it. So I think the first thing to consider when opening a shop is your own situation, what you are good at, and what you are familiar with or interested in. Those who are familiar with clothing can open clothing stores, and those who are familiar with the construction industry can open building materials stores. 360 lines, the best in each line, will only succeed in the field you are familiar with or interested in.

Some people are very familiar with an industry, but they lack funds. Consider finding a like-minded partner. It can not only solve the financial problem, but also reduce the risk. But to open a shop like this, the partners must be chosen. One is to be able to trust each other, and the other is to have the same entrepreneurial goals. But no matter what kind of friends, they should be villains in front of gentlemen. The responsibilities, rights and interests of both parties must be clearly planned in advance, and the finer the share, the better. It is best to write it clearly in writing to avoid disputes in the future. China enterprises have a bad phenomenon. Partners often share weal and woe when starting a business. Once an enterprise grows, contradictions will arise. The so-called "can * * suffer, but can't * * * have money". When starting a business in partnership, we should consider how to get out of this strange circle.

Some rules and regulations, especially the financial system, must be formulated when opening a store in partnership. Once it is decided to open a store in partnership, the capital invested by the investor belongs to the enterprise, and the use of funds should be strictly implemented in accordance with the financial system.

To run a formal enterprise, we must do a good job in market research in advance and write a feasibility report and business plan; The feasibility report can include the following parts: market research, market segmentation, market positioning, competitor analysis, risk analysis, the company's strengths and weaknesses, cost analysis, income analysis, the company's business direction and long-term goals, the company's phased goals, and the means and methods to achieve the phased goals. Of course, it is not necessary for ordinary people to open a shop so complicated. But you should at least have a deep understanding of the market.

Finally, I think the success of your store lies not in what you sell, but in your management and marketing level. Different stores will have different considerations. According to my thinking, let's talk about several aspects that should be paid attention to when opening a general retail store (small supermarket).

1, site selection. Site selection is very important, and a good address is half the battle. When choosing a site, several factors are usually considered: people flow, traffic conditions, nearby residents and units, such as schools and office buildings. Also consider whether there are conflicts or complementarities in nearby stores; In general, it is best not to have competitors nearby. But not necessarily, for example, the concentration of business units in the business circle helps to accumulate popularity. Opening a big supermarket also has the concept of a business circle. The so-called business circle is the coverage of store services. Generally, consumers come to shop in the business circle, and it is less likely for consumers outside the business circle to shop in our store. Of course, how to determine the size of the business district is also very particular, considering the size of the store, competitors, traffic conditions (including bus lines) and other factors.

2. Signboard design and storefront design. Shop signs should be personalized and eye-catching, which can impress consumers or generate favorable feelings. Store design should also be more important, such as considering the brightness of lights, the color of walls and floors, the display of shelves and so on.

3. Service and promotion. First of all, never sell fake goods. Ordinary small supermarkets can also consider: door-to-door delivery, 24-hour business, some convenience measures, or some promotional materials such as shopping guides and posters, and some promotional activities; You can even consider implementing membership system and bonus system. If you think about it more, you can certainly come up with many ways to promote sales.

4. management. Management must be standardized. If the store has a certain scale and many kinds of goods, it is best to implement information management. Information management helps to analyze the sales of goods in time. What goods sell well and what goods are unsalable can be analyzed and sorted out in time. Inventory management and purchasing management are different for goods with different sales conditions. Scientific inventory management and procurement management can effectively reduce costs and risks. How to analyze, I think there are many materials or books to refer to.

5. Procurement is a very important link. How to reduce the purchase cost, we should consider the purchase channels and methods. Even in order to reduce the purchase price, we can consider combining with other small businesses to concentrate on procurement and distribution. The type and quantity of purchased goods depends on the experience or data analysis of commodity sales. Scientific procurement can reduce inventory and improve capital turnover.

6. merchandise display. The display of goods and the placement of shelves are very particular, and we can't simply think that the display of goods is beautiful. Pay attention to what to put on the first line, what to put on the second line, where to put the promotional goods, and what to put at the entrance. For the display of goods, you can refer to related books. Good merchandise display can effectively promote sales.

7. The pricing of goods is also a science, but in general, people care more about convenience and are not very sensitive to price in small supermarkets. So small supermarkets are sometimes called convenience stores.

8. Consider joining. Chain enterprises that can become big generally have a set of mature practices and relatively standardized operations; Chain enterprises generally also distribute goods to franchise stores. Joining this kind of enterprise can reduce risks. And use the brand effect of chain enterprises. Sometimes, chain enterprises will also conduct management or other training for franchise stores. The disadvantage is that they have to sacrifice part of their profits to chain enterprises, which is not conducive to our own brand creation in the future.

Brand planning 4 1) preemptive occupation strategy

It refers to finding that there is a valuable (ladder) position in consumers' minds that is unoccupied, and they are the first people to try their best to occupy it.

Strategic premise: consumers have new categories and new functions.

For example, Wang Laoji found that there was a blank spot in the beverage industry, and no brand represented a fire-fighting beverage. So it first proposed, "Drink Wang Laoji if you are afraid of fire." Now Wang Laoji has become the leading brand in the market segment, that is, when Wang Laoji becomes synonymous with herbal tea for removing fire, we can say that this brand occupies this mental resource.

As early as 1992, Colgate found that many toothpaste brands in China market were doing fresh breath, whitening teeth, diminishing inflammation and relieving pain. But none of them focus on "preventing tooth decay", the biggest mental resource of toothpaste category. According to the experience of American toothpaste market, Colgate knew that with the improvement of living standards, consumers would pay more and more attention to the prevention of tooth decay, so it quickly entered the China market and started a single and concentrated demand for more than ten years: prevention of tooth decay. Today, when we think of toothpaste, we can quickly think of Colgate.

2) Associated with a strong brand/product strategy

It is found that the first position on a ladder has been occupied by a strong brand, so that the brand is associated with the strong brand/product in the ladder, so that consumers can consider themselves as a supplementary choice while giving priority to the strong brand/product.

For example, Qixi found that when American consumers consume drinks, two of the three cans are cola, so it calls itself "non-cola". When people want to drink, the first thing that comes to mind immediately is coke, and then a brand that says "non-coke" leans on coke, that is 7-up. The positioning of "non-cola" makes 7-up the third brand in the beverage industry. In the past, Kingdee software in China developed rapidly through the public relations propaganda of "UFIDA in the North and Kingdee in the South", which is the same method.

Strategic premise: consumers have obvious preferences for certain products.

3) Attack the strong brand/product strategy

If the category (positioning) in consumers' minds represents the potential weakness of the brand, the new brand can break through it, redefine the representative brand as improper choice and replace it by itself.

For example, when Tylenol entered the headache medicine market, aspirin occupied the primary position in the headache medicine market. Therefore, Tylenol's attack on aspirin can lead to micro-bleeding of gastrointestinal capillaries, so it broke through from this point and replaced aspirin to become a leading brand.

Strategic premise: consumers have obvious preferences for certain products, and are very concerned about the benefits provided by new brands, and it is easy to recognize the weaknesses of the original preference brands.

With the start of building Hainan into an international tourist island, do we want to know whether Hainan should develop its own cultural characteristics, such as its scenery, places of interest and natural scenery?

I'm thinking about the clothes of Hainan people-a set of Hainan Island clothes that can reflect Hainan's characteristic culture, Hainan Island clothes!

market analysis

The ancients said, "Assess the situation first, and then make plans." The development of everything is influenced by environmental conditions, and clothing sales should also follow this law. Firstly, through various effective market surveys, we analyze the sales environment and customers' buying behavior in the clothing market, and then formulate appropriate competitive strategies to gain competitive advantages and create good sales performance.

The positioning of products in the market.

Coconut wind and sea rhyme! Whenever the word Hainan is mentioned, we will think of blue sky and white clouds, coconuts, sunny days and so on. In this unique environment, we can imagine sitting in the shade, tasting coconut milk and blowing warm sea breeze on the beach ... so carefree and beautiful, facing this selling point. What I launched is a set that combines the cultural characteristics of Hainan and takes leisure as the theme.

Consumer analysis

For consumers of all ages, we will design novel clothing styles and learn from some countries in Southeast Asia, such as Thailand, Indonesia and Laos, without losing the cultural characteristics of Hainan, and other consumers will meet their requirements in time.

selling point

FUN's clothing can bring consumers a wearing experience: comfortable, free to match, showing personality.

concept

Let everyone who owns FUN'S feel that FUN'S is a high-quality product, let consumers speak this famous brand loudly and confidently, and let FUN'S wear it as an honor. In other words, we should pay attention to FUN'S brand and "the beauty of Hainan"

Products and competitors

The design of the product is suitable for all kinds of consumers with shorter ages, which makes the coverage of the product wide and large.

Hainan has few competitors and a bright future.

advertising strategy

Advertising performance strategy: highlight the brand spirit with bold imagination and warm colors, impress consumers with this spirit, and make the brand deeply rooted in people's hearts.

Advertising appeal strategy

Advertising appeal is a comment on the functional characteristics of the audience around the advertising theme, which acts on the cognitive and emotional level of the audience. Appeal strategy is a combination of rationality, sensibility and emotion. Therefore, through the shaping and publicity of brand spirit, people should form a series of concepts such as leisure, randomness, boldness and high quality.

Advertising implementation plan

Advertising goal: open the domestic market, establish the spirit of brand culture, and let consumers recognize it.

Advertising time: 4 months

Advertising theme: leisure, casualness, freedom and the beauty of Hainan.

Advertising performance and specifications of various media:

2 TV commercials

3. Online advertising: full screen, connection, e-mail (for the main crowd)

Advertising release plan:

2. TV: broadcast twice a day in prime time in February and once a day in March-May. Hainan TV Station, Film and Television Art Channel, Channel 33.

3. Outdoor: 1 year

4. Network: 4 months

Other activities: obtaining naming rights, organizing draft activities, giving small gifts, etc.

Advertising expense budget

1. Creative cost of advertising planning: 50,000 yuan.

2. Production cost:

3. Media expenses: huge.

4. Other expenses: relatively large.

Chapter VI of Brand Planning 1. Purpose of Theme Activities The Spring Festival is a traditional festival of the Chinese nation, symbolizing the joy of saying goodbye to the old and welcoming the new.

The traditional custom of China people is to buy new year's goods, get together with family members and visit relatives and friends. Retail, catering and other industries are bound to usher in the peak of consumption, but also the peak of promotional activities. It is also the best time for us to promote industrial sales and display brand promotion through the theme activities of Spring Festival promotion.

Second, the theme of the theme activity is better than spring, conveying the heart, and there are countless surprises.

Three. Theme activities scope and product introduction theme activities:

Product introduction of all goods (except accessories) in the store:

Mason's fabrics are dense and light in texture, smooth and soft in hand, soft in luster, good in strength, good in wear resistance, free from moth and mildew. Gorgeous colors, youthful breath, fashionable design, reasonable tailoring, people-friendly prices and many other characteristics.

Fourth, the theme activity planning

(1) theme activity time: xx.02.10 —— xx.02.25.

(2) Theme Activity Location: Mason Fengjie Store

(3) Purpose of theme activity: The purpose of this promotion theme activity is to digest the company's current overstocked inventory, help end customers sell Samma clothing quickly, improve consumers' awareness of Samma clothing brand and their goodwill and loyalty to Samma brand, and prepare for the upcoming Samma clothing new products.

(4) Content and process of theme activities:

From now on, customers who come to Mason Store can enjoy 10% discount for 200 yuan, 8.5% discount for 300 yuan, 20% discount for 500 yuan, 7.5% discount for 700 yuan, 6.5% discount for more than 888 yuan or Mason vip card (be careful not to discount or send cards), and 6.5% discount can be added when shopping over 1000 yuan.

In addition, customers who purchase more than 499 yuan can also participate in a lucky draw. 100% winning rate, surprises are waiting for you.

Prizes:

Grand prize: a 999 yuan shopping voucher (1) First prize: 499 yuan shopping voucher (5) Second prize: 399 yuan shopping voucher (8) Third prize: 299 yuan shopping voucher (10) Fourth prize: 199 yuan shopping voucher. Performed by temporary workers and local radio and television bureau.

During the theme activity, it was promoted to various stores and executed by the sales staff of each store.

Verb (abbreviation for verb) budget for special events:

Basic expenses: advertising expenses, leaflet printing, various publicity expenses, temporary workers' wages and overtime pay, prizes, etc. It is estimated that the expenses during this month's promotional theme activities will be around 40,000, and all kinds of emergency expenses will be 1 10,000, one * * * 50,000.

Estimation of the effect of intransitive verbs Through this promotional theme activity, the sales output and market share have been improved this month. It is estimated that the monthly sales will reach 65,438+0.40% of the average monthly sales, and the influence of Mason brand will be greatly enhanced, so that more consumers can trust Mason.