康柏与光综合传播预算及活动编排

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,*,单击以编辑母版文本样式,第二级,第三级,第四级,第五级,单击以编辑母版标题样式,康 柏 和 光,综合传播预算及活动,总预算及分配,根据销售最后调整的预算,RMB38.6 million,RMB28 million,将Intel对媒介投放的报销金额加上:,电视 60%,报纸及杂志 66%,网上广告 75% (Intel指定网站),总预算即为:,RMB28 m + RMB 5.76 m = RMB33.76 million,预算分配,品牌形象广告 10.92,促销广告6.78,广告制作4.60,户外广告2.10,销售活动0.26,网页广告0.50,渠道活动,7.00,33.76,预算分配,品牌形象17.12,促进销售活动15.88,品牌及促销双性活动 0.76,康柏和光市场预算,(1998年12月3日修改),地域性分布,形象电视广告北京, 上海, 广州 (各4次),成都, 沈阳 (各2次),形象报纸广告北京, 上海, 广州 (各3次),促销报纸广告北京, 上海, 广州, 成都, 沈阳 (各4次),户外广告北京, 上海, 广州, 沈阳 (全年),促销活动五大区,讨论重点：其他城市应用有多少推广协助？,销量与地域分布是其中一大条件。,市场划分分析,康柏和光市场活动推广计划,品 牌 传 播,中学生,中学生的父母,品 牌 传 播,电 视 广 告,康柏和光市场活动推广计划,品 牌 传 播,报 刊, 杂 志,康柏和光市场活动推广计划,康柏和光形象报纸广告,康柏和光 Key Visual,康柏和光 Key Visual,康柏和光 Key Visual,户 外 广 告,公共汽车站亭 / 人行道灯箱,康柏和光市场活动推广计划,广州 公共汽车站亭,北京 公共汽车站亭,上海 人行道灯箱,户 外 广 告,社 区 小 篮 板,康柏和光市场活动推广计划,小篮板周围环境,小篮板成品,小篮板半成品,小篮板设计稿,促 销 活 动,节日促销,报章杂志广告,展览会,印刷品,康柏和光市场活动推广计划,10月促销活动海报,11月促销活动海报,康柏 - 和光98年10月、11月促销活动总结,Compaq Dawncom October & November Promotion Report,Leo Burnett,Dec. 23, 1998,促销活动方法,The Mechanics of the Promotion,October,-购买Presario 5020或2254，送游戏手柄及游戏软件。,Purchase Presario 5020/2254, get one free Game Pack and software of a game.,-“幸运泰国游”大抽奖,Take part in the “,Lucky Tour to Thailand” Lucky-draw,.,November,-,购买Presario 5020，加100元获Epson 打印机或CD软件礼包及游戏手柄；加600元可获全部礼物。,Purchase Presario 5020 and plus RMB100, could get a printer of Epson Stylus Color 300 or a CD software package with a Creative game pad. Plus RMB600 could get both two premiums.,参与活动的零售店,The retail shop in the promotion,October,北京、上海、广州、沈阳、成都5个城市共39家零售店,39 retail stores in 5 cities.,November,18个城市共120多家零售店,120 retail stores in 18 cities.,广告、公关及媒体的配合,Advertising, PR and Media Support,October,-12份大众媒体的报纸广告，共刊登26次。,26 insertions on 12 mass media newspapers.,-4份专业杂志的广告，共刊登7次。,7 insertions on 4 computer magazines,.,- 3分钟的电视专题片，共播出40次。,The 3 minutes TV commercial was on air 40 times.,-在15份报刊上刊登活动的新闻报道。,The news of the promotion was published on 25 newspapers.,-5个城市6个商场的展示活动。,Road-show was proceeded in 6 department store in 5 cities.,November,-14份大众媒体的报纸广告，共刊登33次。,33 insertion on 14 mass media newspapers.,-2份专业杂志的广告，共刊登2次。,2 insertion on 2 computer magazines.,-在25份报刊上刊登活动的新闻报道。,The news of the promotion was published on 25 newspapers.,广告、公关及媒体的配合,Advertising, PR and Media Support,销售情况,Sales performance,October,目标销售量,Project Sales,- 1000,台,实际销售量,Actual Sales,-,November,目标销售量,Project Sales,- 3000台,实际销售量,Actual Sales,- 715台 (零售）,活动的总体感觉,Learning from promotion,从消费者身上所感觉到的,：,促销现场中最热心参与者是13-18岁的学生（其中1/3的学生已有购买电脑的打算，特征是有家长陪同），目标对象十分清晰。,The most interested participators on the spot are 13-18 year old students (1/3 of them already had the decision of buying a computer with their parents accompanied), so the target consumer is very clear to us.,消费者（学生家长）的品牌鉴别能力很低，他们往往提前收集各个品牌的宣传品，希望通过比较来进行选择。但是比较的结果是不再相信自己的判断力，最后只能是求助于周围的“专家”或自己的孩子。,The consumer (parents of student) usually has no idea about the kind of different of brands, so they could collect all propaganda materials for comparison. After brands comparison, they usually got more and more confused and could not believe the judgment of themselves. At the end they can only ask the “experts” or their child.,学生一般对于自己的电脑知识和使用电脑的能力比较自信。表现是他们更积极的上机操作，而家长则更认真的听讲座。,Students seems have much confidence about their computer knowledge and skill for they have strong interest to practice, but their parents are willing to take the lecture.,活动的总体感觉,Learning from promotion,从消费者身上所感觉到的,：,学生最在意的是电脑的配置（高级不高级）和外观（帅不帅）,他们很少在意产品的价格；家长则注重产品的价格、质量（使用寿命） 、售后服务（坏了是否能及时方便地得到维修）以及未来的升级和更新换代问题。,Students care more about the function and appearance but not the price, and parents always care about the price, quality (operate live), service (repair service) and the possibility of upgrade and renewal.,家长的疑虑是：宣传的真实性（是否真的像宣传的那么好？）和使用性（孩子是否能够充分开发电脑的大部分功能？）还是孩子只是把电脑当成游戏机使用。,Worries of parents: the truthfulness (is it good as it is said?) and practical (could my child develop most of the computers function or it is only a game computer?) of the advertising.,购买康柏和光电脑时的忧虑：联合品牌是否会降低产品的质量？零售店是否值得信赖？,Worries of Compaq Dawncom computer purchase: “Did the quality of unit-brand is as good as Compaq?” and “Can I trust in the retail store?”.,活动的总体感觉,Learning from promotion,零售店的销售人员对活动的看法,：,消费者认定康柏产品仍然为国产品牌，因此他们认为价位太高。,Consumer thought that Compaq Dawncom were local brand and hence are price were so high.,联想电脑对我们的品牌形成很强的竞争力。,Legend always have strong competition to our brand activities.,两次促销活动的方法对消费者都有吸引力，但它还不足以刺激顾客决定购买我们的产品。,Consumer preferred both two promotion mechanics, but it not strong enough to stimulate consumers to select Compaq Dawncom.,广告对促销活动有很大的影响，希望尽可能多的投放广告以支持销售。,Media support plays an import role in our sales promotion, more advertisement bring more sales.,活动的总体感觉,Learning from promotion,这两次促销活动对我们的启示,：,在可能的情况下加强活动的计划性，使每一项活动都能够得到最好的广告支持。,All activities need to be well planned to get sufficient advertising and PR support.,店中店的设计势在必行。,The “store in a store” standardization is imperative.,销售人员的在岗培训应提到议事日程上。不仅要培训销售规范和技巧，更要建立他们对康柏和光品牌的信心。,The training of sales people ought to be strengthen. The training should include building confidence to the Compaq Dawncom beside the sales skills and service rules.,促销活动只是整体市场计划中的一部分。应充分考虑到产品生产、销售、季节等多种原因来安排好每一次促销活动的时间和内容。,Promotion is only a part of the marketing plan. A good promotions content and time would be properly planed according to the producing, sales, season and other elements before execution.,康柏和光网页和网络广告,康柏和光市场活动推广计划,康柏和光网页 - 首页,康柏和光网页 - 第2页,ZD Net Banner 广告,公 关 活 动,麦 当 劳 餐 厅 展 示,康柏和光市场活动推广计划,麦当劳餐厅外观,麦当劳餐厅内部,渠 道 活 动,店 中 店,康柏和光市场活动推广计划,店中店-1,店中店-2,店中店-3,店中店-4,店中店-5,MOMODA POWERPOINT,Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce id urna blandit, eleifend nulla ac, fringilla purus. Nulla iaculis tempor felis ut cursus.,感谢您的下载观看,专家告诉,内容总结,康 柏 和 光综合传播预算及活动。电视 60%。报纸及杂志 66%。公共汽车站亭 / 人行道灯箱。Dec. 23, 1998。-购买Presario 5020，加100元获Epson 打印机或CD软件礼包及游戏手柄。-5个城市6个商场的展示活动。-2份专业杂志的广告，共刊登2次。应充分考虑到产品生产、销售、季节等多种原因来安排好每一次促销活动的时间和内容。康柏和光网页 - 首页。康柏和光网页 - 第2页。专家告诉,