【正文】 tion with other brands。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 the recovering rate as the dual evaluation standard, including a shopping guide award set for sales girls with the judgement and evaluation from buyers, so to guarantee the effectiveness of the activity as well as improve service provided by the sales guides.Promotion PlanMarket share of Haier, from Jan to Oct,1998SP1What to do?Source: LINK SurveyPromotion Planm Main objectiveEnhance sales volume in offseason ； produce the WOM。q The letter includes:s One thankyou letter with Mr. Gerke’s signature s A “Share the Siemens life” coupon (values Rmb 200）s An opinionsoliciting cardq Consumers can enjoy RMB 200 discount with the coupon in designated stores and can also participate in the lotterydrawing with the “membergetmember” person.Promotion procedureHome of service Receive the letter Coupon deliveredPurchaseFeed back andlotteryMail back to HOS WOMAnalysis and evaluationPromotion PlanPromotion plan 4: Super market contactm Background:A supermarket is the very place that our target audience go, where we can contact them in an effective way.m Objective:Develop the store right to the consumers’ home, shorten the process of information collecting and purchase.m Method:qHave joint direct sales with the largest supermarket systems in each city.qChoose large supermarkets located in highclass munities.qPut up posters and hand out leaflets in supermarkets.qAdvise the target consumers to contact the hotline center or to just go to stores to make a parison.qFinally purchase in a nearby supermarket. Media StrategyRmb:’0000 Seasonally Analysis (Jan97Oct98)/category spending 1997 1998Peak season Peak season?The spending trend of 98 is similar to that of 97. May and June are peak season, while after Aug, the investment turns down. Rmb:’0000 Seasonally Analysis (Jan97Oct98)/Haier1997 1998Peak seasonContinuous and even impact in 98Implications Haier changed its ad pattern in 98 more consistent and even. Remendations ?Peak season is what Siemens should focus on to support the newlylaunched RF.?New Year’s eve is also an opportunity to sustain the impact and stand out from media clutter.Market PrioritizationPrinciplesPrioritize key markets in terms of following factors:1. Market Potential?Population?Number of refrigerators owned per household?Household ine2. Category Media Spending by market Market PrioritizationSource: Chinese Statistics Yearbook of 98Market PrioritizationSource: Chinese Statistics Yearbook of 98Market PrioritizationSource: Chinese Statistics Yearbook of 98Market Prioritization/HierarchyGD,SH,SC,YN,SD,ZJ,JS,HeN,HuNLN,BJ,HuB,GX,HeB,FJ,AH,XJ,GS,XZNX,TJ,HLJ,JX,SaX,GuZ,JL,SX,HaN,NMG,QH3344 High potential markets33 Low potential markets44Key marketsWe say, Print.(with the support of Soft Ad)Why not use other media??The hardness of detail message delivery.?The similar information delivered by TVC is easy to confuse. (Revealed by relevant research by AC Nielsen)Mix Full Page with Half Page FP is used in launching period HP is used in sustaining period Maximize theOTS, deep impressionSustain the Ad impactwith continuous reminderMedia StrategyWhen ? Concentrate on peak season and New Year EveApr Jul and Oct Dec 99, pulsing campaign patternin offseasonWhere ? Important markets and focus on major provincial citiesWhat ? Deploy Print as core media , with the support of soft Ad (further negotiation required for the availability)How ? Utilize FP in launching period to maximize the product awareness, and HP in sustaining stage toremind seasonalityregionalitymedia Mixcreative format Media Selection Criteria /Consumption Habits Target: Shenyang, aged 3544, HH ine Rmb 2500+% Daily NP ReadershipSource: CMMS 98 Media Selection Criteria/Cost Efficiency Comparison Circulation(‘000)Readership(%)Coverage% of Newsstand CPTC (HP,BW)Shenyang Daily Shenyang Eve 300 250 % %SY and its neighborhood 10% 35% 183 110SY and its neighborhoodSource: AC Nielsen Remarks: CPTC is figured out b