【文章內(nèi)容簡介】 品英雄 ,進(jìn)入消費(fèi)者購買清單集中優(yōu)勢(shì)突破海爾的產(chǎn)品陣地Communication StrategyFace to Face Communication 面 對(duì) 面 的 溝 通The careful consideration of each detailGet onto the buying list directlyInfluence the decision process and induce trialQuality guarantee and aftersales service promiseHow to prompt Haier’s consumers change brand in store?如何促使消費(fèi)者在店頭轉(zhuǎn)換品牌 ？Communication StrategyWhere are we? (Consumers’ current recognition towards Siemens）Siemens makes frige? Never heard of it, probably RMB 1000 higher than Haier. Only the rich can afford. Who is in charge of the aftersales service? It’s too far from my life. As a matter of fact, refrigerators function similarly and I’d rather choose Haier. It’s better than the average and my colleagues also bought Haier. I heard that the aftersales service of Haier is pretty good. Though it’s a bit more expensive, I can afford feel safe with it. And it is also noble enough. Communication StrategyWhere are we going?(The expected feedback through Ad campaign )Now I know what a good fridge is like. German technology is considerate, advanced and practical. The interior ponents are all movable and binable. Drawers are transparent. After power failure, it tells me the to what extent my food has gone bad. The temperature control is on the outside and puterized...the design is so elaborate that the quality must be reliable. Haier seems to lack something. It’s great if I have such a refrigerator at home. I’d like very much know the price...Core benefitCore benefitElaborately designed intellectual refrigerator SupportSupportECP智能溫控LED displayMemory alarmElaborate design from outside to inside ContributionsRemarkable performance,Just what you want.Expected feedbackSIEMENS refrigerator consider my need elaborately , I will sure go to the store to have a lookThe ButtonSeeing is believing眼見為實(shí)Media PR Hotline of service Good munication and consultation Introduce the function, provide the buying guideCreate target consumers archive Face to face munication 面對(duì)面的溝通 Use print as core media, mix HP with FPLarge onsite poster to inform the going on saleOnsite lightbox as a longterm reminderLarge number of soft AdThrough R600a, publicize the environmental protection of SiemensThe IT RF in the 21COnsite exhibition Demonstration Onsite activities Aftersales serviceShow product advantageShow the HightechCreate an atmosphere for CommunicationsGuidance name cardGuidance presentationfunction demonstrationQAProduct exhibition“Take a look and make a parison” choose the Siemens lifeshare the Siemens lifeaftersales service promiseaftersales service cardhotline Urge the consumers to enter the stores, seeing is believing, and choose Siemens from their ideal buying listCommunication StrategyThe expected consequence:I’d rather buy Siemens than HaierPromotion PlanPromotion PlanPromotion plan 1: Product demonstrationtake a look and make a parison m Objective:Obtain consumers’ interest right in the store, introduce the unique functions of Siemens Refrigerator.m Place:Stores with nice product displays in big citiesm Timeweekends all year around after product launchingm Description:After demonstration by sales girls, consumer spin the wheel of fortune and read out the result, then he will be given some souvenirs.SIEMENS西 門 子 冰 箱杰出表現(xiàn)，如你所愿西 門 子 冰 箱杰出表現(xiàn)，如你所愿SIEMENSPromotion PlanPromotion plan 2： choose the Siemens lifem Role of promotion planq It must be consistent with the brand definition of Siemens refrigerator, able to show the impact of Siemens as an international brand and relieve people’s resistance towards promotion.q To avoid any fast reaction on petitors’ side.q The prizes for the promotion must be able to show the bonds between Siemens refrigerator and the modern life in the west so as to trigger off the participants’ longing that kind of noble life. Promotion PlanPromotion plan 2： choose the Siemens lifem Promotion objective q To influence the target consumer39。s decisionmaking in the buying process,so that they choose Siemens instead of Haier.m Promotion targetq Inquirers at POS with purchase intent m Time April 15,1999July 31,1999m Placeq 25 major cities q 200 points of salesPromotion Planm Description:q In stores with good product display , Siemens sales girl explains and demonstrates aiming at consumer with purchase intent.q As to consumers without immediate purchasing decision, give a package of Siemens refrigerator information. Total volume is 500,000 units.q Customers who mail back lottery ticket, with evaluation of sales girl, before given date, will have chance to get award.q In August, among customers, the election of the best sales girl.Promotion Planm Content of information packageq Siemens refrigerator information bagq A letter with ’s signatureq Siemens refrigerator handoutq The refrigerator lottery ticket and ment on sales girls q Siemens refrigerator VCD q Siemens refrigerator sales girl name card .Target audience enter display areaService girl explain and demoScreeningGive information setElect best service girlRead informationPurchaser Audience without purchase intentionAudience with purchase intentionMail back Lucky drawPromotion procedurePromotion Planm Activity evaluation q A largescale campaign should be launched when the product is put on market. The large scale itself may also play big roles in the secondary cities without the support of advertisement.q The expected rate :1520% rate of reclamation with a total of 85000 people.q Make the issuing rate and