At present, the CRBT service is still in the development and primary stage in society, and it is another value-added service with great development after SMS. The society has a little understanding and cognition of CRBT business, and the market is in the stage of enclosure and preemption. At this time, whoever is preconceived and has made great efforts in market promotion and development will surely seize the opportunity and win a larger market share.

2. The promotion goal of this case

The promotion goal can be short-term or long-term. Short-term goals are goals that are achieved in a year or less, while long-term goals take longer to achieve. In view of the fact that our upcoming ringtone business is different from ordinary physical products, the short-term goal is to call for action and get the buyer's immediate response, so our products are likely to achieve the purpose of profit growth through short-term effective promotion.

Third, market segmentation and market positioning.

1, target market

Taking the current college students as the target consumer groups, promoting our company's value-added services such as color ring tones can not only win the existing market share, but also greatly open up a broad potential market in the future. It is a wise choice to take the publicity of colleges and universities as the primary breakthrough point.

2, consumer analysis and business promotion prospects

1. College students are advanced in thinking and easy to accept new things, which is more conducive to publicity. The age of consumers in the university market is mostly 18-24, which is an age group that is very interested in new things, easy to accept new things and willing to try, which is an incentive and encouragement for our business promotion. In view of this, it is necessary to increase publicity and sensory stimulation. )

2. College students don't know much about mobile ringtones or Unicom ringtones, and it is the key to introduce ringtone services concisely and in detail. Be sure to take the lead in doing enough publicity in the campus market and occupy as much market share as possible (note: at the same time, pay special attention to the publicity of our company's business, and remember not to make "wedding clothes" for others)

3. Unicom users in colleges and universities are less concerned by China Unicom and Unicom value-added service providers. For a long time, many value-added service providers mainly serve campus mobile phone users or Unicom users outside colleges and universities. Therefore, through the campus survey, we found that there are far more mobile users using CRBT service than Unicom users, and it is not just a question of the base of mobile phone use. Therefore, China Unicom's mobile phone value-added service in colleges and universities is still a blank in a sense. This is also a good opportunity for our company.

Generally speaking, all merchants use extensive publicity and promotion activities to enter the university market. Comparatively speaking, public relations activities are rarely done, although it meets the cognitive needs of college students' consumer groups to some extent. But it can't be ignored that good public relations activities can play a better role (see below for the ideas of public relations activities in colleges and universities)

From the long-term strategy, in the next two to five years, more than 80% of college students will become mobile phone users, which is a huge potential consumer market. After graduation, college students are scattered to all walks of life, through which they can drive and influence some social consumers, thus expanding the market to the whole society. The great benefits of doing a good job in the campus market are obvious.

3. Market competition situation

There is not much difference between companies in the ringtone business. Once a mobile phone user chooses a company's ringtone service, it will not change easily without special changes.

In the current market, the publicity and promotion activities of ringing are far from enough, and the homogenization is serious. Most of them are limited to introducing downloadable songs, and customers are not required to choose to use the company's concept.

4. Market advantage opportunities

It is precisely because our target group is not familiar with the business, even a considerable number of potential customers are in the blank stage, and other competitors have not entered the campus market on a large scale first, which provides us with a preconceived advantage. Therefore, our speed must be fast and our strength must be in place.

5. Cognition of business positioning

Some perceptual views on bells (seemingly simple, but actually useful)

This paper analyzes the situations that may be encountered in the popularization and application of electric bell in university campus.

I think it can be divided into six groups.

1, fashion. Such a person will turn on the bell on his own initiative, because according to his needs, the bell is a way for him to pursue fashion (including people with the other half)

2. it doesn't matter. A chaotic crowd. These people may have accidentally or accidentally turned on the ringtone, thinking that the effect is not bad, so they continue to use it, or they are too lazy to cancel the business. Although they are not loyal users of ringtones, they are easier to control. Such a user tried to ask him to cancel his existing business and use our company's business.

3. indecision. I want to open it, but I don't have the opportunity and I don't know how to open it, so I don't open it (such people are potential customers who are about to surface). )

4. disdain. "I have money, although I don't care about the clock that is opened for a few dollars, I just don't want to open it." (Stubborn personality, relatively difficult work)

5, shy in the bag. I use a mobile phone, but I care about spending money very much. I don't want to turn on an extra bell to spend more money. Unwilling to pay, this is the hardest.

6, fear the face. I have a strong sense of following the trend. "I have to have friends, or I will lose face." "(this kind of person's work is easier to do, as long as he thinks that using the clock is a trend, it is a shameful thing not to use the clock. )

The university campus is a good bell ringing market and will be a good consumption growth point.

Due to the characteristics of this kind of business, its marketing methods are also flexible. According to the market situation and existing resources, we should innovate and seek differences, find appropriate opportunities, use and develop all exploitable resources, and carry out and adopt various forms of marketing activities. Traditional and effective methods:

1, using posters to promote (a very earthy method, but different posters will still receive different effects, so posters should be surprisingly successful). Posters are a kind of widely publicized media in university campus. (And most schools can post them at will) You can highlight the advantages and advantages of bells on posters, and let more people know and accept bells with pictures with strong visual impact and fashionable slogans.

Advantages: This method is the simplest and most practical. The publicity effect is obvious, saving manpower and material resources.

Disadvantages: Almost all businesses will adopt this method, so the homogenization is serious. Need to be unconventional.

Note: While posting the poster, you should tell the reader exactly how to turn on the bell and charge. Usually, students are skeptical about the value-added services of mobile phones.

2. Use the school radio station.

Advantages: the school broadcast is inaudible to everyone. This powerful indoctrination has a good effect.

Disadvantages: school management is still relatively inflexible, so the degree of school intervention in business activities will be relatively large.

Suggested solution: talk through student groups and take a circuitous route. The broadcasting form has changed, breaking the previous commercial propaganda form. You can put some funny or passionate ringtones on the radio. (The song ordering form, repertoire and activities are consistent, for example, see specific activities)

4. engage in publicity performances.

Advantages: find celebrities or stars in the school, and the effect will be very sensational.

Disadvantages: It wastes too much resources and is not recommended.

5. Use a few people to drive people around you, and increase geometrically. (Recommend your friends to use colored ringtones and get the ringtone information fee next month)

Advantages: As the saying goes, many hands make light work, and the long-term effect is good.

Disadvantages: short-term benefits are not obvious, and there are many uncontrollable factors.

6. Try the ringtone for free.

Doing so may lead to meager profits or even losses in the early stage. However, a considerable part of this article comes from the Internet: wmjy.net people have formed the habit of listening to ringtones, and will continue to use them, or because they are too lazy to cancel their business, some people will forget that they have turned on the ringtones and use them in such a chaotic way. It is worth considering in the long run.

7. The propaganda colorful pages are directly thrown into the dormitory

Color page production content requirements:

(1), an inflammatory, fashionable and attractive commercial advertisement.

(2) Color and pattern collocation show individuality.

(3) Business description, opening method, charging method, website and telephone number. Be as concise as possible.

(4) Artistic font sentences that embody individuality, fashion and romantic poetry. It is better to have a fixed story. )

8. For Internet cafes near the campus, you can make friendly links on the home page to increase the number of website visits.

I believe that the more people pay attention, the more business opportunities there will be.

9.) Send short messages regularly.

10) bundled promotion

Bundle sales is one of the common ways to promote goods today. If the technical operation is allowed or feasible, our company can also learn from this way to promote bell ringing business.

Four. Specific campus activities

1. Activity background and selection analysis

1. 1 College students have watched too many promotional activities of merchants, some of which were given away (naturally, this is still popular), some were displayed, some sponsored campus performances, and some of them conducted their own publicity performances. According to the survey of college students, more than 45% students are not interested in the promotion activities of merchants on campus (a large proportion of senior students)

The reason (1) is that the promotion activities of various businesses are similar. Students have participated in many activities, most of which can't attract their attention. For example, name an activity, hold a sports competition, etc. Hastily done, low-quality boutique activities are rare.

Reason (2) 65,438+0,000% of businesses do activities on campus to promote their products, expecting to achieve profit growth. But the result is that several companies have really received good results. The results show that more and more campus activities become a mere formality. Just doing activities does not know what activities students really want.

1.2 according to the characteristics of the products we will launch, we don't need to make too much investment in the early stage, and the bell ringing business of each company is not very different. Only through effective publicity and classic promotion activities among the target groups can we be sure that they will be happy to use ringing bells and our products.

1.3 Our consumer group is the mobile phone users of Campus Unicom. It is undeniable that the share of mobile phone users in campus Unicom is relatively small compared with mobile. This also requires that we do not need large-scale investment. As long as our activities make campus Unicom users feel valued and choose our company's products, we will be half successful.

2. Implementation of specific activities

In view of the above analysis, the following activities are specially selected, based on the principle of low input and high income. Strive for new activities and achievements.

The first step is to launch a public relations strategy of "enclosure movement" for this group.

Public relations activities

In the campus green space, free signs with the words "Please take care of flowers and plants" are provided for the campus.

1. This makes it easy to enter the campus market and avoids too many obstacles from the school. After all, our publicity is carried out on the premise of providing help to the school. )

2. Such public relations activities belong to public welfare activities, with low investment, high income and good reputation. The time and scope of publicity are wider.

3. It is suggested that the design of this logo can be done by students majoring in design art in colleges and universities without professional advertising companies. The advertising design and promotion of new up new forces in early 2005 is a negative example, and the professional is not necessarily the most comprehensive, so let customers design what they want, which should best suit their tastes.

4. There have been successful precedents in this way, such as the building signs of Zheng Da New District and the signs of M-Zone in newspaper columns. Let's not talk about how Mobile overcame many difficulties and how it entered Zheng Da. As a result, Zheng Daren readily accepted the M-Zone and gradually formed brand dependence, which is the success of public relations. Our products don't need to invest so much money and resources, only a few signboards that can be set up for a long time can achieve the effect.

5. The design needs to be discussed separately.

(2). "Wake up your ears" campus bell ringing activity

Reason for Proposition: This topic is taken from Hannah Kim's song of the same name. Few people on the university campus don't know this song. Awakening the ear implies that ringing the bell can give the ear more wonderful meanings. It can be said that the purpose of borrowing classics is to make consumers widely known and advocate being unconventional. This activity consists of two parts:

Activity 1: Listen! Who is singing? [Wake up the ears of potential users first]

The name of this activity is also selected from Rene Liu's song of the same name, which is also widely known by college students.

The purpose of this case

1. Promote the company's ringing service, make the business content and application significance known to the vast number of potential users, attract new users to join and expand the business volume.

2. Through this activity and promotion, we will deepen users' impression and cognition of the ringing service and improve users' enthusiasm for participating in the application.

3. Explore the economic and effective marketing methods and means of CRBT service and other value-added services, and accumulate experience for the greater expansion of value-added services in the future.

Introduction to the event:

1. First of all, through the campus radio, order the song "Ear Up" and "Listen, who is singing? A publicity campaign to increase students' curiosity. At the same time, posters were posted, leaflets were distributed, and publicity was strengthened.

Internet cafes near the campus can also cooperate with publicity to increase the click rate of our website.

You can make special publicity color pages for the popular online game World of Warcraft in Henan universities, and the posters will attract the attention of online game players.

3. The leaflet page can be set as a scratch card, or information related to students' life, the latest bus routes in the city, and the commonly used telephones in our school can be printed on the back. In this way, our leaflets can get more attention and be kept in the hands of customers for a long time.

4. Choose a pilot school (taking Polytechnic University as an example) and set the activity on Tuesday afternoon (most departments have no courses on Tuesday afternoon), and start the publicity work one week before the activity. The so-called "listen to the sound before watching" aroused the curiosity of the students. With the help of the radio's song-ordering propaganda, you can choose wonderful bells to play on the radio, and at the same time make links or bell advertisements on the school video-on-demand platform, college campus network and bbs. Make sure that all tribes in the school know this propaganda.

5. Publicity content: (Inform everyone, on Tuesday 12: 00- 14: 00, choose any number on the poster 15 to make a phone call, and send the ringtone song and the singer's student ID number to the mobile phone number in the form of SMS. 14: 30 will be randomly selected at the scene.

6. At noon on Tuesday 12: 00, the staff was arranged to set up an activity lottery table in the campus square, which attracted the attention of the students. (the prize should be placed in the light)

7. 14: 30 draw the lucky prize on the spot.

Fix the number of mobile phone cadres who have opened the ringtone service at a fixed time (15) and announce the number to the public in the form of posters, and arrange a fixed period of time (it is recommended to inform everyone at noon or on a day when there is no course arrangement in each school, such as Tuesday afternoon of the University of Technology) (note: the prize setting should be innovative)

8. Give out prizes on the spot, together with scratch cards on colorful pages.

feasibility analysis

1. This activity has low input cost, limited required resources and is not difficult to operate.

2. The publicity form of the activity is novel and can attract people's attention.

3. The activity design is novel and caters to the tastes of college students.

4. In the process of operation, try to show "care" for Unicom users and adopt the strategy of attacking and defending.

Required resources

1, poster (see the bibliography of selected institutions, basically 15 is enough for each school).

2. Distribute publicity color pages (it is recommended that most of them go directly to dormitories and Internet cafes around campus).

3. Turn on 15 mobile phones with different ringtones.

4. Award setting (depending on the company's specific regulations and arrangements)

It is recommended to give a ringtone, free of one month's function usage fee+other souvenirs.

There are several prizes to choose from. (Printing company logo)

Postgraduate entrance examination counseling book, [for graduate students]

Sunscreen products in summer [attract girls]

School supplies [kettle, backpack, sun hat, sun umbrella]

Couples travel tickets [tickets for Century Happy Garden, Ostrich Garden, etc.].

funding budget

Depending on the different prizes and their quantities.

Activity 2: "the most beautiful" (and then wake up the ears of friends around potential users)

The proposition chooses Fang Zuming's song of the same name.

How to operate: draw lucky numbers on the spot to give bells, and the function usage fee is free for one month. Through him (her), friends around him (her) can have more contact and feel the bell.

Resource requirements (omitted)

(C) "Inter-school treasure hunt" activities

Reason for conception: College students are often not interested in our school, but they are deeply curious and interested in other brother colleges. Therefore, more people participate in inter-school activities, and the effect will be better. However, because many inter-school activities are difficult to carry out, not many are carried out. So we deliberately thought of a simple treasure hunt, just set prizes and treasure hunt routes. The attraction is quite great. , details are as follows.

Introduction of activities

1. Choose several institutions as the institutions of this activity, such as (New Campus of University of Technology, New Campus of Zhengzhou University, Information Engineering University, Textile Institute, Aviation Institute, Huang Keda, etc. ), which is more conducive to the promotion of our company's dazzling bell.

2. Among Unicom users who have used our company or opened the color ring service during the activity, or among people who intend to use our products. Inform the students in the activity college that they can freely set up a treasure hunt team (at least two people, at least one of whom must be a user of our company) [Don't stipulate that all participants must be users of our company to prevent students from resisting]

3. Announce awards (it is necessary to set up several awards in publicity, such as computers, digital cameras and mp3 players. Of course, and the company will eventually find other ways to solve these expenses). The setting of awards is a kind of promotion and encouragement to the activities to a certain extent.

4. On a specific day, draw lots for each treasure hunt team in the selected college to decide which treasure hunt college to go to (that is, draw a treasure hunt map).

5. The treasure of treasure hunting can be replaced by personnel, which avoids the loss of paper.

6. The specific details of the treasure hunt have yet to be agreed. (The specific details will be discussed separately after the scheme is determined)

feasibility analysis

1. Inter-school cooperation makes participation more extensive and influential, which is different from the old-fashioned activities of other businesses. The activity is novel and attractive.

2. The setting of prizes will play the best role in creating momentum and attract more people's attention. Set up more small prizes, [small prizes can be set up in colleges and universities near our school, so that students will not feel unworthy of paying]

3. Simple operation and relatively few uncontrollable factors.

4. The money needed for prizes is actually a relatively small part.

(D) Unicom's customer care activities: campus feedback

1. Campus publicity: In order to thank the users of Unicom on campus for their support, during the campus feedback activities launched by Unicom and Guangdong Feixun, Guangdong Feixun provided some gift ring-back services. During the activity, Fetion CRBT service can be opened to participate in other lottery activities.

2. Send your number, name and grade to the SMS platform on a certain day (starting at 9 am on Saturday) through publicity; Or set up a publicity desk on campus to let Unicom users register their names (personnel are needed, and comparing the first point can save users' text messages but may make customers worry about being cheated)

Feasibility analysis:

1. Using the name of Unicom, we can easily gain the share of Unicom users in the campus market. So as to know the market space we will open up.

2. With Unicom as the first line, it is easy to enter the hearts of customers, and to some extent, it can eliminate their vigilance.

(5) University lectures-attacks on ideas

Lecture is a common promotion form with university characteristics, and it can also be regarded as a soft roadshow. Lectures can carry rich contents and forms of expression. If used properly, the depth of communication produced by roadshows is incomparable. If you can successfully keep 200 students in the lecture until the end of the lecture, you will have at least 200 potential consumers who have a deep understanding of the product and have a good impression, and these people will become spontaneous word-of-mouth communicators. In view of the particularity of our products, we can choose to make a special report on campus, such as doing beauty for girls. This article comes from the Internet: Rong Salon, which gives games lectures for boys. During the lecture or report, we can show or choose the wonderful ringtone of our company. The key is how to make everyone feel that there are many gimmicks and great momentum. The specific choice of deep-ploughing practice or luxury lecture depends on the specific promotion needs.

(6) Seize the trump card of recreational activities in colleges and universities.

Philip kotler pointed out: Marketers sometimes get unexpected gains from subculture target groups.

Marketing focuses on sub-cultures and often targets teenagers, because they represent the trends of fashion, music, entertainment, creativity and attitude in society. Because of this, this theme is quite a bit trite. If we continue to promote it in the form of music. It is necessary to choose some activities that can really attract more attention on campus, and as sponsors, it is suggested that the heads of student unions or societies in major universities should be gathered together to learn which activities are influential through them.

The above is the specific planning scheme of our company's bell ringing publicity and activities in June.

Verb (abbreviation of verb) market forecast

According to the market capacity of Unicom's mobile phone users, it is still difficult to reach a large market capacity in the short term. The new up force launched in 2004 has increased the number of Unicom users in colleges and universities to some extent. These people are willing to accept new things, so they can be the focus of our activities. There is still great hope that colleges and universities will reach 2000 users in June.

Sixth, the effect evaluation

Judging from the economic effect of publicity activities, through the above long-term and short-term advertising promotion and induction, it will naturally attract some student consumer groups, gain a certain market share and bring profits to the company. More importantly, it has stabilized most future and potential consumers, thus achieving the most basic and important effect of publicity, advertising and activities-economic effect.

Judging from the social effect of publicity activities, it is a contribution to social and cultural education and a promotion of socialist spiritual civilization and material civilization to locate in colleges and universities and hold various activities in colleges and universities, which has far-reaching influence and significance.

Judging from the psychological effect of publicity activities, through various activities, the distance between consumers and products has been narrowed, the trust and goodwill of consumers on products have been cultivated, and a good brand image and corporate image have been established.