Marketing-Plan-(市場營銷論文)

MarketingPlan

Abstract:Changeisafamiliarconceptinthemobile-phoneindustry,andthecompetitionisalsofierce.Recently,researchinMotion,makeroftheBlackberry,buyanewproduct,theBlackberryBold,itwillbecompetingwithApple’siphoneandGoogle’sG1,andotherwell-knownbrandofsmartphoneinanincreasinglycrowdedmarketplace.InordertomakeBlackberryBoldachieveasmuchoccupationrateofthemarketingaspossible,wemustdesignagoodmarketingplan.

Keywords:marketsmartphonesalespromotion

MarketingEnvironmentAnalysis

IntheChina’smarket,therearemanysmartphonesbrandsandtheywillfacefiercecompetitionaswell.AccordingtoresearchfirmGartner’sdata,Applephonehasthethirdmarketsharewithabout5.3%intheworld'ssmartphonemarket,butblackberryphonehasthesecondmarketsharewithabout13.4%intheword’ssmartphonemarket.ThisshowsthattheBlackberrysharedintheglobalsmartphonesmarketishigherthantheAppleiphoneandGoogle.

NowadaysBlackberry’shasmorethan16,000,000usersintheworld,buthasbeenunabletoformanupsurgeinChina.ButwiththedevelopmentofChina'seconomy,BlackberrywillsalegoodinChina,and“blackberryservice”inChinadevelopingstepbystep,Blackberry,thissmartphonebrandwhichisaverywell-knownbrandintheworldwillhasamorebroadmarket.BlackberryblodwillbeagoodopportunityasapioneerproductenterstheChinesemarket.AlthoughtherearetwocompetitorswhoareApple’siphoneandGoogle’sG1inthesametime,theuniquenessofblodwillwinbettermarketsharethanit’scompetitors.

MarketSegmentation

Ingeneral,asfaraschina’ssmartphonesusers,alwaysattheagebetween20-40,andtheymayyoungormiddle-agedpeoplewhohavestrongabilitytoacceptnewthings.Sotheyarethebiggestconsumergroupsforthesmartphones.Mostofthemhaveover￥4000income,butcustomswhohavetheincomebetween￥4000and￥6000arethereallybiggestbuyersofsmartphones.

BetterAbilitytoPay

BlackberryBoldamidatthesepeoplewhohasthebetterabilitytopayfortheirdemandinthesmartphone’scustomers.Approvethefunctionofsmartphonesstrongly,havethehighabilitytopay,paymoreattentiontothebester,andplentifulofsmartphones’function,arethecommonofthesmartphones’customs.Theyarenottoosensitivetotheprice.Withanavant-gardesmartphone,notonlysatisfythemwiththeirdemandoffunction,butalsomeetthemenjoyluxury,revealpersonalityandidentityofdesire.

Salesforindividualusersandamidatentertainmentandfashionistheapple’siphoneandgoogle’sG1’smainwork.Boldwillverydifferentfromthem.Asahigh-endbusinessintelligencecellphone,ithasalwaysbeenaimedatenterpriseandbusiness.Boldwillgivethemamoreperfectmasterpiecethanbeforewithitenterthemarket.BlackberryBoldisamidatthecustomerswhoaremost-30-40yearsoldamongbusinesspeopleandhavethestrongpurchasingpower.Especiallyprofessionalbusinessusersandhigh-endbusinessusers,focusonenterprisecustomers.Theyhavehighereconomicpowerthantheyoungpeoplewhoare20-30yearold,havemorecapitaltoachieveastrongdemandforthesmartphone,businessvalueofboldwillberecognizedbythem.Theywillhavealotofpossibilitiestobuynow,aslongasbold’smarketinghasagoodreasontoconvincethem.Andthisforboldisjustapieceofcake.

WillbeinDemand

Bold’stargetgroupswillbeawareoftheirdemandbybold’smarketingeasier.ThisisverydifferentfromthetargetgroupsofApple’siphoneandGoogle’sG1,whicharejustaluxurydemandthatcan’tbestimulatedunlesstheyareboundtobuywhentheyveryhighonthat.thebusinessfunctionsofboldwillberecognizedbythem,andtheyhaveastrongsenseoftime,alargeramountofinformation,andmoreextensivecommunication,andsoon.Inaword,theirpracticalneedsmayleadsthemintodemand.

Justforthiscase,bold’smarketingcanhelpthemfindtheirdemandmoreeasyandsimplerthanthosewhatamidatentertainmentwhichmeansitwillbeboughtjustneedorwantnotreallydemand,suchasApple’siphoneandGoogle’sG1.Usingboldcanmeetthemthedemandoftheinformation,calls,schedule,andthemanagementofthem.Inparticular,sendingandacceptingpersonalorbusinessemailinthetime,orifneedsbutnomatterwhenandwhereduringthebusinessoronthewayaretheirreallyneeds.Thiskindofconsumersamongthescienceandtechnologywhichasthedominantindustryorfieldingenerally,theirworksettleontheirdemand,sothat,boldwillbeabetterchoicefortheirdemand.Forexample,theyneedalotofinformationoremailinthefirsttimefromdepartmentofcorporationeveryday,eventhoughtheyonthegoorcan’tfindcomputertosurfthenet.Theyneedsuploadanddownloadthefilesformthecorporation.

Inadditiontothese,boldstillcanmeetthosebusinesspeopleverywellwhotravelfrequently.Theyhavehigherratesoftravelonbusinesstrip,andneedtoconvenientlystore,communication,andexchangeinformation,sendingandacceptingemailonthego.Theymaynotbenecessarytobringnotebookcomputerwhentheygoanywhere,evenbrought,somesparetimecannotguaranteebesqueezed,suchaswaitingthecarorbus,sittinginthebusorcarwhenonbusinesstrip,andbeforebegindinneretc.Andalsocannotguaranteecanreadtheveryimportantnewsorinformationwhichrelatedmaterialtimelybeforeaveryimportantmeetornegotiations.TheseareverydifferentformApple’siphoneorGoogle’sG1whichamidatentertainment,andtheircustomersmorepursuitvogueandentertainment,theyreallyneedisakindof“enjoyscostlyexperienceandPersonalityshowsbysmartphone.”

NotJustforBusiness.

Apartfromabovethatthemostimportantbusinessfunctions,therearemoreentertainmentfunctionthanbeforethatbusinesscellphoneshaveless.suchashigh-definitionofmobilevideo,userscanwatchawealthofmobileTVchannels;andboldtobeahugeassetforon-the-goproductivitybecausewhiledriving,AT&TNavigator,byTeleNav,makesuseofthebold’sbig,brightscreenbyflashingclearturn-by-turnonthedeviceasnotheway.Boldusethenewdesign,theBlackberryhaschangedinthepastmonotonousandtoughshape,theuseofarc-shapedsilvermetalframefortheappearanceofmobilephonemodified,andnewUIinterfaceisabletobringnewusersExperience.

AccurateandefficientdrivingNavigationfunctionsisitsanotherselling.Boldhasabigscreenandkeyboardthatprettywideandcomfortable,avarietyofcolorsforthecortexbackcanbeselectionbyones’enjoyment.ThesecolorfuldesignsbreakthroughtheappearanceoftheblackmainstreamtraditionforbusinessoftheBlackberryinthepast.Theseexcellentdesignandhardwarecan’tbebeatenbyApple’siphoneandGoogle’sG1.Fromtheseterms,boldnotonlyhasmoreattractivetocorporateandbusinessusersbuthasmoreattractivetothoseveryhigh-endconsumerswholedthepursuitofadvancedfashion,andalwaysusetheInternetandacceptthemoreextendedfunctionofsmartphone.

ForeignerWillbeConsidered.

Thetargetgroupofblodwillbeforeignerswhoinchainandtheyareusedtousingblackberry.Well-knownthoughtthewordisblackberry’sbrandadvantage,soitnotonlyattractedlocalChineseEnterpriseandbusinessusers,butalsocanstilltrappingmultinationalcompaniesanddomesticjointventure.Thesecompanieshavealotofforeigners,blackberryforthemmorefamiliarandeasiertobeaccepted.Inaddition,manyamongthemhavebeeninusing,boldtothem,isasatisfactorysubstituteorupdateproducts.

AlsoApple’siphoneandGoogle’sG1arefamousintheword,butfortheforeignersthatinchina,mostofthemare30-40yearsold,sendingorreceivingemailforworkortocommunicatewiththeirfamilyistheirreallydemand.Notjustforentertainment.So,boldwillthebestchosenbetweenthesethere.

Bold’sOutstandinginTotal

Asabusinessmachineintheclassic,boldhasverygoodbusinessfunctions,ithassufficientstrengthtomeethistargetgroup.Inadditiontothebasictelephone,SMS,e-mailandbrowser,ithas624mhzIntelxscalepxa270processorandagooddocumentstogosoftwaresuitetechnology,userscanfeelmorecomfortablethanApple’siphonewhichhasthe624mhzarm1173.Anduserevencansendandreceiveemailorcollecttheinformationbyphonecallswhiletheyarecalling,downloadWord,ExcelorPowerPointandeditingthedocumentalsocanbedidwhencalling.Usershavethepleasureraceagainsttimethoughtthese.IthasstrongmessagefunctionofsendingorreceivingEmailandhigh-resolution(highlightenvironmentisstillclearlyvisibledisplay),spaciousandcomfortablekeyboard,themanyandvariedcolorstobeselectedofthecortexback,thesecan’tbebearcomparisonwithGoogle’sG1whichisthetouchscreenandApple’siphonewhichisaentertainment-orientedsmartphone.UsetheBlackberryEnterpriseServeroptiontoassociateyoursmartphonewithaMicrosoftOutlook,IBMLotusNotesorNovellGroupWiseworkemailaccountandtotakeadvantageofadvancedwirelessdatasynchronizationcapabilities.Andwithchinamobile’s”blackberryservice”willmakebold’sfunctionandvaluemoreactuality.Itwillbeverygoodtobold’smarketingandsellinginChina.

PayforNowisTheFacts

Fromabovedescribebold’smarketingstrategyisbasedonapositioningofproductdifferentiation.Itprimaryconsumertargetisupper-incomeprofessionalwhoneedoneportabledevicetocoordinatetheirbusyschedulesandcommunicatewithfamilyandcolleagues.Bold’sprimarybusinesstargetismid-tolarge-sizedcorporationsthatwanttohelptheirmanagersandemployeesstayintouchandinputoraccesscriticaldataonthego.Itmaybeahigh-endincomebusinessmen.

“Noblefashionhigh-performanceandall-aroundbusinessmobilephone.”isblackberryblod’smarketsegmentation.Ithasthebestfunctionofreceivingandsendingemail,noblefashion,showthehighlightidentity,andstyledesignbypersonally.Powerthepassionsyoupursuewithasmartphonethatexpressesyourstyleandsimplifiesyourlife.

TheBlackberryBoldsmartphoneembodieselegantdesign—withoutsacrificingthefeaturesorfunctionalityyouexpectfromapremiumsmartphone.Theseallenoughtosatisfactoryhistargetgroupstopayfortheirchosen—bold.

ShortofBold

Thefirst,itsbulkysizeandheavyweight.Thesewillmakeusersmoreembarrassed,butitsexcellentfunctionalandfashionabledesignwillallowtheseshort.Ontheotherhand,theseshortarejustaunyieldingsymbolforthemen.

Comparewithapple’siphoneandGoogle’sG1,bold’spriceisalittlehigh.But4000Yuanto6000Yuan’svaluepricingistheembodimentofbold.Itstargetgroupshavehighpurchasingpowerfortheirdecision,theyarenotsensitivetoprice,aslongasboldenoughoutstanding.

Marketing

Bold’smarketingwillberelyonitstargetmarketanditsoutstanding.Hereisbold’sadvertising,sales,andpromotionforit’stargetmarket.

MarketedittoBusinessman

High-endenterpriseusersandprofessionalbusinessusersaretheBlackberryBold’smarketpositioning.Thesourceofinformationtothesepeoplearenetworksande-mail.So,blog’spropagandashouldbeginwithwebsitesande-mail.Usetheadvantagesofe-commerce.Inparticularthesaleofmobilephonesavailableonthewebsitetopublishbold’sad.Suchas,,andsoon.Theyaremoreauthoritativeforsellingelectronicsproductsonthewebsite.Sellingonthesewebsites,boldwillcompetewithitscompetitorsinthesameplaceandinthesametime.Inthisway,togetherwiththeircanshowbold’sownhighlightandstrongadvantages,itcanbe“DanceswithWolves”,inordertoseekcommonorlongdevelopment.

Salestobusinessman，blackberryboldcanco-operationwithWebsitewhichprovidealotofwebemailaddresstoadvertisebold.Suchas,,,andsoon.Advertisingintheseemailaddresses,itwillbeletthebusinessmanwhoalwaysbusybutcanuseemailknowboldmoredirectly.

Throughsponsorshipofprogramfocusedonlarge-scalepublicityandpromotion,suchasCCTV’s“WininChina”andtheshanghaisatelliteTV,“BrainStorm”or“Bosstown”.Therearemanywell-knownentrepreneurandCEO,andtheseprogramarepaidcloseattentionbybusinessmenorcorporation.

Selectanumberofhighqualitymagazines,suchassomeoftheelectronics,technology,andbusinessmagazinepublicity.Notonlycanenhancethetasteofproducts,butalsobeabletorisetotheattentionofthetargetpopulation.

Advertisingonthestreets.AdvertisingontheHigh-gradeofficebuilding,whichmakesanumberofbusybusinesseswhoinadvertentlytouchbold.

Marketedittoforeign-fundedenterprisesandlocalenterprise

Salestoforeign-fundedenterprisesandlocalenterprise，bold’sadvertisingwillnoticethepromotepublicityandmarketing.NewProductpromotionmeetinginBeijing,Shanghai,Guangzhou,Shenzhen,andothereconomicallydevelopedcitywhichinlargeandhaslargeandmedium-sizedenterprises.Thisnewproductpromotionmeetingwillbeattentiontoenterprisesandbold’stherolethatcannotbereplaced。Advertisingbythepartyandcommunicatemeetingthatbuiltbymanyenterprises，suchastheareaofIT,financial,andbond.Sellinginbatchwaytothemwiththelowerpricethantheretailpricebeforeboldwillsalesonnormalways.Thiswaycanfindpotentialtargetgroupswhowillbuyboldthroughpublicpraise.

Asecondreportwillbeusedforadvertising.HeldagrandnewConference,makingastrongsloganadoptedbytheconference,aswellasthemediawilltopromoteawinderrangeofBold.

MarketedittoTheHigh-levelConsumers

Thehight-levelconsumersforblodarethesepeoplewhoalwaysledthefashion.Advertisingforthemwillattentiontobold’sexcellentdesignandentertainmentfunction。theyareliketogettinginformationandnewsbywebsites。Theylikewatchvideoonthevideowebsiteslike。So，bold’sadcanappearinthesevideowebsites,totellthesetargetgroupsthatboldnotonlyasmartphonebutalsoamobilevideoplayerwhenyouareonthegoyouwillgoonwatchyourlovedvideoonline。Boldadscanalsoappearinsuchatimelychattools’Pop-upwindowsforadvertisesuchasMSNorQQ,thiswillattractthepeoplewhoarefondofcommunicationonlinethattheywillbeinterestinsmartphone’sfunctionalforweb.

MarketedittotheoldConsumers

Theoldcustomersmeanswhousedorusingblackberryand“blackberryservice”。ForthesecustomersboldwillsendSMStotheirphonethroughtheChinamobilesothattheycanknowboldinthefirsttime。Iftheyarethinkingofupgradingyourblackberrytogetafasterexperience，anddon’twanttowaittotrytheblackberrystorm’stouchscreenlaterthismonth，theboldisdefinitelyworthalook。Sellingdirectisabetterwaytopromotionwiththem。Advertisingwillwiththephonenumberwhichcansellboldtothemorwebsiteaddressforsales，becausetheyaremorefamiliarwithblackberryandmoresatisfactorywithblackberry.Theconvenienceforbuyproductswhichdeliveredtothemisthetimelinessofsales.

Spokesman

Boldspokesmanforthespecificimagecanbecomparedtochina’swell-know,attheageof35-year-oldCEO.Heoftenneedtogooutandnoblesenseofparticulartime.Boldcanhelpthemtolivingandworkinginanorderlyway.Inaddition,boldcanalsomaketheirlifemorerichandcolorful,becausebold’sentertainment.So,boldishisbestcoworkernomatterinworktimeorinsparetime.

PlaceForMarketing

Boldwillbedistributedthoughtanetworkofselectstoreandnostoreretailers.Internetsales,shopsales,andcustomizedsalesbychinamobile.Buyingingrouporinpersonalarethebasicchannelsforsale.Theshopwillbeofficesupplysuperstores,computerstores,electronicspecialtystores,andonlineretailers.

Sellinginthesameplacecanincreasethechanceofbuyingnow.ThecitywechosenwillbeBeijing,Shanghai,Guangzhong,Shengzhen,andwhichismorerichthanothercity.Saladinshopthatwecanbuildrelationshipwiththemandaskthemtobeourdistribution.WecansetupspecialareaforBlackberryBold’spromotionandsellinginoneortwofamousdepartmentstore.Weuseskillfulsalesmentointroducethenewdevice,explainsomequestions.Andoursalesmenshouldbetrai