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Small household appliances joint promotion event planning project

Planning background:

China in 2005 The market has ushered in the first year of flat-panel TVs (LCD, PDP plasma). Faced with price reductions one after another, the "price war" has once again started in the field of domestic color TVs. At the end of last year, Sony finally couldn't resist the temptation of China's tablet market. It took the lead in cutting prices among foreign brands and met the challenges of China's local brands with a high profile. In the frenzy of price cuts, how to break through the shackles of the price war has become the core issue for many brands at this stage.

In 2006, China is expected to sell 5 million flat-panel TVs, and LCD sales will reach 4 million units. It can be said that China has truly entered a year of explosive growth in flat-panel sales. May 1, 2006, is another big drama since China's tablets became the new favorite of home appliances. It is also a critical period for brands to start their 2006 full-year planning. Whether the strategic significance given by the brand to the May Day promotion can be realized and brand communication can be achieved Breaking through has become the key to testing the success or failure of each tablet's annual planning launch.

Konka Color TV, after 27 years of careful management, the brand has become a household name in China. In 2005, its brand assets reached 15.012 billion yuan (becoming the most valuable brand in Shenzhen), and it has been among the top 10 most valuable brands in China for five consecutive years. , ranked 4th among the top 100 electronics companies in China for 4 consecutive years. Konka flat-panel color TVs inherit the "high-definition strategy" of the CRT (picture tube TV) era and put forward the high-definition concept of "speed determines clarity" in the flat-panel category. Since the launch of flat-panel TVs, Konka has achieved outstanding results.

Problems faced:

The competition for terminals in the home appliance industry is becoming increasingly fierce; terminal advertising, terminal packaging, terminal promotion. The cost of terminal promotion has increased sharply, but the effect is constantly discounted, and sometimes even Inundated mercilessly; during the May Day Golden Week, the promotional opportunities that many merchants are eyeing are about to be filled with smoke!

Confronted by the triple pressure of the growth of emerging domestic color TV brands, competition from established domestic brands with certain strengths, and competition from foreign brands, Konka faces the following issues in preparing for the May Day promotion war:

How to use the May Day Golden Week to launch a full-year promotion strategy

How to use an optimized plan to achieve the sales promotion tasks of the May Day Golden Week

How to achieve a smaller Make the most of your efforts and get the biggest rewards from promotions

How to break through various promotional activities on the terminal

Strategy implementation:

For any tablet brand Speaking of which, this May Day is not easy. For tablet brands to achieve successful promotion throughout 2006, they must overcome the May Day campaign. On the one hand, it launches new technologies to support the launch of new products to grab attention; on the other hand, it launches effective promotional programs to stimulate consumer spending.

The first step: crack the communication code of the tablet

In order to make the communication campaign during the May Day period more effective, the First Strategy Center began to study Konka’s competitors in 2005 The communication rules throughout the year, summarizing, summarizing, and predicting the communication strategy content and trends of various brands, lay a solid strategic foundation for Konka’s May Day communication strategy.

After analyzing the content and forms of all tablet brand communication, we determined that "technology, design, and service" are the three core segments that constitute the tablet brand communication DNA:

Technology: Tablet is Products with high technological content among home appliances, such as LCD panels and chips, as well as internal circuits that improve picture and sound quality, have become the main sources of communication interception points for merchants. The promotion of technology also adds consumer charm to the category positioning of flat-panel fashion home appliances. When launching new tablet products, most brands use technology as support and other selling points as auxiliary methods. This shows the status of technology in tablet communication.

Design: In the field of tablets, it is not uncommon for technology to appear homogeneous, so design has become a selling point for brands to break through homogeneous competition. At present, the chocolate series launched by LG mobile phones and the 520 (I love you) series launched by Samsung MP3 signal that the era of "emotional marketing" for high-end electrical products has arrived. Fashionable, advanced, simple and modern design styles have become the mainstream of tablet design, and flaunting famous designs and winning certain design awards have become the two main forms of communication.

Service: The construction of pre-sales and after-sales service systems has become another key manifestation of the competitiveness of high-end home appliance brands. Because the panels of flat-panel TVs, especially LCD TVs, account for 70% of the cost, installation, maintenance and upkeep have become another important consumption link for flat-panel TVs, and service has become a key point for many brands to build their core brand value.

The second step: the promotion is innovative, and the actual effect is more important

After a long period of tracking research on consumer consumption patterns in the tablet market, and the distinctive consumption behavior of the tablet market Perspectives and Perceptions. In addition, before May Day, LCD panel suppliers once again lowered their prices, and the "downward expansion" of consumption levels became an important starting point for strategic thinking.

After May Day, relevant data showed that the target promotion targets we targeted at that time were correct. The number of people getting married during Golden Week this year is five times that of the usual Golden Week; even May 20, the day after Golden Week, is given the meaning of "I love you", and a large number of people get married.

Step Three: Implementation of Strategy

After strategic analysis, during the May Day period, Konka must echo Konka’s high-definition strategy thematically and launch new technological concepts to seize the market. Note that there must be sufficient consumer incentives in the form of promotions.

(1) Technological breakthrough: double the high-definition, double the excitement

Just when we are looking for how to achieve differentiation on the basis of homogeneous technology, in April the Ministry of Information Industry announced According to the national high-definition standard, 720 lines has become an important indicator of high-definition flat panels, and some Konka products have achieved a physical resolution display of 1920×1080, which is twice the national high-definition standard!

In terms of product selection, the 19 series with 1920×1080 display was chosen as the theme screen, and this classic model with pan-European temperament was strongly promoted.

(2) Promotional breakthrough: Join hands with Midea for joint promotion

Cashback and purchase gifts are traditional forms of home appliance promotion, because many brands will adopt such promotional behaviors, and consumers It has been cultivated by many merchants into a "promotional consumption" habit. There is no consumption without promotion, and promotions are more valuable than gifts.

In the end, what consumers compare is which one gives more back and which one gives more value.

When discussing whether it was necessary to introduce World Cup content on May Day, the strategy team had a premonition that the World Cup would become the focus of attention for many brands on May Day. To achieve differentiation in communication, first of all, in terms of content There must be a distinction. Before planning this event, the World Cup communication gimmick should be abandoned. The purpose is to avoid being similar in communication content to other brands. After May Day, when we reviewed the communication strategies of each brand, we found that the uniqueness of the promotions launched by Konka in the terminal made it stand out and resisted the dominance of other brands in the TV subdivision category. It also proves that Konka's approach of separating May Day and World Cup promotions is wise.

So, how to realize the new ideas of promotion, our method is to conduct in-depth insights into the lifestyle and consumption psychology of target consumers in the upcoming wedding craze in 2006, so as to find strategic points for promotion breakthrough.

What kind of people are newlyweds and even newlyweds? What kind of consumption pattern do they have? What form of promotional stimulation is the most effective? Newlywed souvenirs, collective wedding roadshows, honeymoon tours, wedding banquets, Wedding photos, home theater "buy and give" and interactive activities have become two directions for brainstorming. At that time, considering that Konka's channels were widespread across the country and the spread area was too large, it was not suitable for unified promotional activities of an interactive and participatory nature. In the end, the format focused on "buying and giving mainly, supplemented by activities."

When choosing gifts for newlyweds and new residents, we should first focus on small household appliances, because small household appliances are real and urgently needed items for target consumers. However, many tablet brands have previously given away induction cookers, DVD players, rice cookers, home theaters, etc. We believe that it is difficult to break away from the traditional promotion form by simply presenting gifts on the terminal in the form of buying and giving. We must solve this problem with another way of thinking - how to give out "heart" by simply buying and giving, and how to spend the least amount of money. How to maximize the effect of money to expand the influence of promotion and form a communication gimmick? At this time, joint promotion came into our field of vision, and "black and white" became the final choice.

When we consider that black home appliances have never implemented joint promotions with small home appliances, we are even more certain that "black and white matching" can become a communication gimmick and highlight the tight circle of promotion. Which brand is suitable for Konka to take the hand of? The first brand to emerge is: Midea - the same industry status, non-overlapping business scopes, and increasingly overlapping consumer groups for tablets and small home appliances have become the basis for this strategic cooperation.

The strong alliance of non-extension brands can consolidate brand positioning. Konka focuses on the audio and video field in the home appliance field, while Midea focuses on the development of refrigeration equipment and small home appliances. The two categories do not conflict, and joint promotions can consolidate the positioning of their respective brands' professional images. In addition, promotion costs can be reduced. This is the most directly visible advantage of joint promotion. Regardless of the size of a promotional activity, companies will always have to pay corresponding costs for it. The cost of joint promotion is generally invested jointly by both parties, which is equivalent to a certain degree of free promotion for the other party. The influence of the company is expanded, sales increase, promotion expenses are reduced, and marketing costs are reduced. Scale effects can also be obtained. Joint promotion can achieve the effect of large-scale impact that single promotion cannot achieve.

When joint promotion was determined as the main form of this promotion, Midea was also determined as a strategic partner. The promotion title of "Watch Konka in high definition, life is more beautiful" was also natural, and the title connected the two brands. The brand proposition is that with a life of Konka tablets and Midea appliances, "it turns out that life can be more beautiful."

When the staff responsible for promotion work at Konka headquarters proposed this planning plan to Midea, they found that Midea, which was also facing promotion difficulties, was also looking for a breakthrough in the May Day promotion activities. In the joint promotion plan, Konka and Midea coincidentally.

After determining the specific promotion content and promotion form, you will face the specific implementation details. This promotion is carried out in the form of selling Konka color TVs to get Midea small home appliances, and buying Midea small home appliances has a chance to win double high-definition LCDs from Konka. The event is also interspersed with the joint signatures of Konka and Midea national branch managers.

This event started with the Midea and Konka joint promotion press conference held in Shenzhen at the end of April, and also launched terminal promotions in more than 30 cities across the country. Event cities include: Beijing, Shanghai, Guangzhou, Shenzhen, Fuzhou, Hangzhou, Nanjing, Xi'an, Chengdu, Wuhan, Changsha, Chongqing, Tianjin, Zhengzhou, Lanzhou, Shenyang, etc.

The effect of promotion

Creating the first marriage of black household appliances and small household appliances:

Konka color TV, the leading brand in China's color TV industry; Midea small household appliances, also The leading brands in the industry, the May Day joint promotion, provides customers with international quality color TVs and small home appliances - becoming a major highlight of this May Day home appliance promotion. Compared with competitors' sales and gifts, it has achieved ideal results in terms of brand building, brand publicity exposure index, and actual sales promotion.

Actual sales results:

After the May Day promotion, through return visits to dealers in various places, we learned that sales in some areas of Konka during the May Day period achieved double-digit growth in the same period. The good results have been achieved, especially the main model 19 series, which has been out of stock many times. The best result has been achieved by booking thousands of units alone.

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