Unicom: Brand Marketing Sample of Telecom Operators
Generally speaking, telecom operators are much more difficult in brand marketing, advertising and marketing promotion than other enterprises. In addition to corporate brands, there are many complex commercial brands and industrial application brands, plus their son and grandson brands. How to clarify the relationship between these brands and reflect it in advertising and marketing at the level of market competition is a difficult problem faced by domestic telecom operators.
Among the six major telecom operators in China, China Unicom is a special sample. In addition to changing the chronic disease that traditional state-owned enterprises have no brand awareness, we must re-plan the brand image from scratch and establish new commercial brands for different consumer groups in the process of exploration. At the same time, the brutal competition from China Mobile forced China Unicom to adopt a defensive strategy, and the brand was tit for tat, especially in terminal marketing and advertising to attract users to the network.
The annual report of print media advertising in China in 2004 shows that the top 20 advertising brands are basically occupied by four major industries: telecommunications, automobiles, computers and electrical appliances. Among them, there are four operators in China telecom industry 15, while China Mobile, China Unicom and China Telecom occupy the top four positions, which shows that the position of the communication industry as the "big brother" in the advertising industry is hard to shake for the time being. These huge advertisements basically include the shaping of operator brands, the promotion of business brands and the release of preferential tariff policies.
It is difficult to establish the brand of operators.
Regarding brand building and promotion, Wang Jianju, deputy general manager of the marketing department of China Unicom, told reporters that the market is often transformed into business promotion and sales, and brand building is a key part of it, but in turn, the promotion of business brands also supports the shaping of the company's overall brand image. According to Wang Jianju, Unicom's expenses for brand image promotion account for 1/3 of the total. However, for some specific indicators, such as the annual advertising volume, Wang said that it is not convenient to disclose the financial arrangements involving listed companies.
But according to common sense, China Unicom spent 654.38 billion yuan on brand promotion in 2002 and about 2 billion yuan in 2003. Therefore, China Unicom's annual expenditure on overall brand promotion should be maintained in the order of billions. In the early days when CDMA network attracted a large number of users, China Unicom adopted the strategy of "telephone subsidy and machine donation", so the promotion cost was also high. Wang Jianzhou said that this year China Unicom basically stopped the activities of subsidizing telephone charges and giving away machines. In the past, it was excessive competition regardless of cost, and finally it was a loss-making business. In the future, it will rely more on brands, businesses and services to expand users.
According to the reporter, China Unicom currently has six brands: Shifeng, UP New Power, Uni, Ruyitong, Baoshitong and Unicom New Time and Space. Worldwind is positioned as a dual-mode mobile phone, which is a brand implemented in cooperation with Unicom's G network and C network. Users can use a dual-mode mobile phone to switch freely between G network and C network. From the end of last year to the beginning of this year, China Unicom put a lot of advertisements on the Worldwind brand to create momentum. UP new power is a youth fashion brand launched by China Unicom in February this year. Its business includes virtual chat, mobile video, mobile QQ, ringing, music games and so on. It can be seen that the UP new power is a hot spot in Unicom's advertising this year, and more and more UP new power advertisements have been seen in some print media.
In addition, Uni is a 3G-oriented value-added business brand that China Unicom has been investing heavily in, covering entertainment, life, business and multimedia fields, including mobile navigation, "Video Shinkansen" mobile TV and other signature businesses. In contrast, Ruyitong is a brand that carries the penetration of Unicom to low-end mass users. Therefore, in terms of advertising strategy, it is a rational marketing brand with favorable price and low charge, with the focus on promoting sales to attract users to the Internet. As a characteristic business of China Unicom, Baoshitong has a great market in the field of enterprise and home videophone, and it is a brand that China Unicom has been promoting for a long time.
Unicom has spent the most effort on the brand Unicom New Time and Space, which can be seen from the sports star Yao Ming signing Unicom New Time and Space as the image spokesperson. Unicom has specially tailored a series of advertisements for Yao Ming to show the brand appeal of Unicom's "youth, vitality and future" in the new time and space. In 2003-2004, Yao Ming appeared in various versions of advertisements, which were broadcast in turn in various important periods of CCTV. In order to cooperate with CCTV's "aerial bombing", billboards promoting the image of "Little Giant" Yao Ming have been erected in airports, buildings and roadsides all over the country.
Competition between Unicom and Mobile
& gt Obviously, among the six major telecom operators, Netcom and Telecom have been concentrated in the fixed-line field, while the fixed-line market is relatively silent in terms of brand expansion and preferential tariff activities, so brand building is far less complicated than the mobile communication field. On the other hand, the struggle between China Mobile and China Unicom is much fiercer. The outside world simplifies the struggle between the two sides into three-axis competition for the market: compared with the Internet, competition for tariffs, bickering and advertising are the most important. There is a simple reason. Without advertisements, how can users know that your Internet is good and your tariff is cheap? In recent years, if we find a main line of Unicom and mobile competition, it will be an overwhelming advertising war.
A joke circulating in the industry is that in a certain place, China Unicom erected a billboard of "All People Shout Together-CDMA New Time and Space", and dozens of meters away, China Mobile erected another bigger billboard "Changed, all changed to GPRS!" Furthermore, China Mobile took the "China tourists were rescued in Vietnamese waters on October 6th, 2002128th" as an example, and launched "One phone call equals one life" in CCTV. At the critical moment, trust Global Connect! "It is vicious to advertise that your network coverage is better than Unicom. Not to be outdone, China Unicom raised the banner of CDMA environmental protection and launched a TV advertisement of "Radiation Protection, Care for Health, Use CDMA".
Recently, Unicom's advertisements in outdoor and print media have been replaced by the slogan "The Internet is not what it used to be, and it is wonderful everywhere", apparently to erase the bad impression of Unicom's network. In addition, there is a strong sense of gunpowder between China Unicom and China Mobile on some regional advertising themes, such as price concessions, promotion and package provision for end users.
For example, in 2003, Mobile appeared in the sub-brand "M-Zone" with a series of advertising words such as "coolest, brightest and most dynamic", and the "M-Zone" advertisement endorsed by singer Jay Chou flaunting "rebellion and otherness" was repeatedly played in the prime time of CCTV advertising. In 2005, China Unicom finally began to compete with China Mobile in a big way, and launched the brand "UP New Force" for fashionable young people, which shows the competitive situation of the needle tip against Maimang.
Undoubtedly, the goal of Unicom's brand "UP New Force" is to make the users of "M-Zone" move. According to insiders of Unicom, UP New Force will seize campus students as the main means of competition, and will simultaneously launch some package services and terminal phones tailored for teenagers. Moreover, Unicom does not rule out that it will select a brand spokesperson for UP New Force, and this spokesperson should be an idol group of teenagers who have moved the "M-Zone" like Jay Chou. In contrast, Yao Ming, who speaks for Unicom's new time and space, is a little older. It can be seen that China Unicom will fight an advertising war with China Mobile in the competition for teenagers.
A new era of telecom marketing is coming.
Wang Jianju, deputy general manager in charge of brand strategy in China Unicom Marketing Department, said that there is no doubt that the implementation of customer-centered marketing theory is the biggest change for operators. The huge investment in brand advertising shows that operators have shifted their attention from "technology platform development and user numbering" to customer marketing.
Wang Jianzhou also said that some development slogans of China Unicom, for example, are also changing in the process of development. Now, the theme of some advertisements is "Let everything be connected freely", while the previous themes are "Leading the future of communication" and "Is love a Chinese knot?" Unicom's heart of the four seas ",the theme of advertising has changed, which is actually the adjustment of Unicom's entire strategy.
In addition, China Unicom has also invested a lot of advertisements to build its brand by event marketing, such as the CCTV World Cup advertisement in 2002, the title of the CCTV Olympic special program "China Unicom Athens", and the sponsorship of the scientific research team in Hoh Xil this year. This series of advertisements is also an "exercise" for the brand image. But has the new marketing era of domestic telecom operators begun?
Some experts said that at present, the brand marketing of operators is still in its infancy. Although the reports from the sales front lines of operators' companies in various provinces say that advertising has achieved remarkable results, this cannot hide the problem that brand advertising and specific business marketing still lack systematic cooperation. For example, the brand marketing and advertising strategies of operators are still stuck in simple product business promotion and red-hot shopping with competitors, but there is no real deep marketing excavation according to their own corporate brands, customer brands and business brands.
In fact, the experience of SK Telecom, Korea's leading operator, can be used for reference. SK strives to create a good user experience environment every time it launches a value-added telecom service. Like CARA tailored for married women? Care? In terms of services, in addition to providing customized women's pages, short messages and pictures about women's beauty and skin care on mobile phones, we also cooperate with a large number of women-specific businesses to provide female users of CARA with membership services and offers including beauty, catering, shopping, culture and tourism.
On the other hand, domestic operators still focus on some business and price concessions, which shows that domestic operators still have a long way to go in brand marketing and advertising strategy.
The following is for your reference:
Sample of marketing planning scheme
1. Cover: program name/producer. } content of planning (1) planning object environment 1. The macro environment of the planning object (political environment, legal environment and economic environment). 2, the local planning environment (social and cultural environment, science and technology environment, natural environment, population environment). 3. Opportunities and threats provided by the above environmental conditions and trends. (2) Basic information of competitors 1. Overview of competitors: past sales, market share, sales, profit and other economic indicators. 2. Sales concept and culture: company concept, common values, business policy, business style, corporate mission and objectives. 3. Overview of planning project. (3) Market analysis 1, market research 2. Market research: research topics, research methods and research results (data, charts). 3. Market planning. 4. Market characteristics. 5. Competitor queuing-superior, peer and subordinate competitors (based on market share or sales). 6, competition pattern identification-whether to form a market leader, challenger, follower, vacancy. 7. Market performance, marketing plan, competitive strategy and competitive advantage of major competitors. 8. marketing opportunities of this project. 9. Market analysis of similar projects around (market size and trend of specific regional industries, market structure of specific regional industries, market environment of specific regional industries). 10, 1 1 Distribution map of similar planning objects around, comprehensive market analysis of the project (market statistics of industries such as market share and sales). 12, project advantages and disadvantages analysis (overall advantages and disadvantages; Advantages and disadvantages in marketing. The best and worst aspects in marketing, the best and most successful aspects or fields in marketing. ) 13, market opportunities and obstacles (4) project positioning 1, project positioning and theoretical support (2) project demand and theoretical support (5) market positioning 1, main market (target market) positioning and theoretical support (2) sub-market (auxiliary market) positioning and theoretical support (6) owner situation 65433. Characteristics of the owners (what are these owners like? How do they live and receive services and related services? 3. How many owners are there? 4, the owner's consumption behavior/psychology (why decoration, decoration process to pursue what characteristics? Decoration process, influencing factors before decoration). 5. Decoration incentive measures. (vii) Development of marketing activities 1. The goal of marketing activities. 2. Target market. 3. Face the problem. 4. Competitive strategy, competitive advantage and core competitiveness. 5. Marketing positioning (determination of differences in differentiated competition). (8) Marketing strategy 1, planning strategy: (1) planning concept; (2) Brand and packaging planning. 2. Price strategy: (1) pricing ideas and price determination methods; (2) price policy; (3) the management of the price system. 3. Channel strategy: (1) channel selection; (2) channel system construction/management; (3) Channel support and cooperation; (4) Channel conflict management. 4. Promotion strategy: (1) the general idea of promotion; (2) Selection of promotion means/methods; (3) the concept and theme of promotion; (4) promotion object (5) original promotion scheme/plan, advertising plan, advertising strategy and advertising instruction code; (6) Promotion process; (7) the effect of promotional activities; (8) Promotion expenses. 5. Development strategy of planning activities (1) Activity timing (2) Countermeasures (3) Effect prediction (9) Marketing/sales management 1, marketing/sales plan management. 2. Marketing/sales organization management: (1) organizational functions, job responsibilities and workflow; (2) Personnel recruitment, training, assessment and remuneration; (3) sales area management; (4) Motivation, supervision and leadership of marketing/sales personnel. 3. Control of marketing/sales activities: (1) Financial control; (2) Commodity control; (3) personnel control; (4) control of marketing/business activities; (5) Marketing/business activity control indicators, methods and usage tables. (10) Sales service 1, service concept, slogan, policy and goal. 2. Service commitments and measures. 3 service system (organizational structure, responsibilities, procedures, processes and resources). 4. Service quality standards and control methods. (XI) Comprehensive cost budget (XII) Effect evaluation
How many steps does a complete marketing plan have? 1. Select plan object.
2. Target market research
3. Detailed market analysis
4. Looking for market breakthrough points
Propose solution
6. Prove the feasibility of the solution
for reference only
I would like to ask how to write an online marketing plan according to different products, different platforms or different events, and make corresponding promotion plans.
How do small and medium-sized companies establish a complete brand marketing planning integration system? Enterprises must have a complete brand system if they want to develop. If your company doesn't have talents who are good at brand management, you can actually choose to hire brand managers who flow into marketing planning companies.
Enterprises need a housekeeper to be a brand, whether online or offline. Inflow Marketing Planning Co., Ltd. is a brand manager to help enterprises formulate overall brand strategy and implement overall brand planning.
Incoming Marketing Planning Co., Ltd. helps brand enterprises or brand products to sort out their positioning and planning and stipulate how to do it.
It also includes the establishment of brand structure, that is, products with different positioning can form an offensive structure, such as imposing products, image products, main products and so on.
I am engaged in marketing planning of advertising companies. How to write this marketing plan? I am the marketing planner of our company, which may be similar to your position.
Marketing planning is basically to promote your company's brand.
For example, write some soft articles and publish them in relevant magazines, and hold a media conference.
Do some advertisements on the website and so on, so as to drive your company's sales to increase.
You can also do some training from the inside. In short, don't let yourself be idle.
But don't worry too much, because the company's development leader has a good idea, you just have to follow her instructions.
What does a complete set of network marketing include? Let me talk about my courses, including seo, SEM, SMM, MMM and Taobao SEO. In fact, these are all linked together, and the effect together is much stronger than that of a single one. Whether your company sells physical products or virtual products, it needs to be promoted. You can't wait for orders every day like traditional enterprises. That will definitely be eliminated. Too many. I don't explain them one by one.
I need a complete liquor planning scheme for reference. Where can I download and send the planning scheme of liquor special issue directly?
As the New Year approaches, various liquor marketing activities begin to appear. In order to promote the better development of direct delivery magazine, we are going to hold a special issue of liquor to achieve the expected goal.
Market analysis: (1) Current liquor marketing forms, current situation, beer, liquor and red wine related information.
(2) Analysis of Lanzhou Marketing Consulting Magazine.
Target audience positioning: this direct delivery special issue will be targeted at wine merchants, but it can be widely accepted in communication, which will be described below.
Direct delivery goal: through the planning of this special issue of liquor, the brand connotation of direct delivery will be enhanced and it will be in a leading position in the market segment.
Product analysis: (1) Opportunities and threats: The external environment is suitable for the development of this kind of consulting magazine, but the development idea of direct delivery in the early stage reduces its popularity.
(2) Advantages and disadvantages: As an express magazine, direct delivery has the advantages of quick and convenient effect, good timeliness, free delivery, credibility, pertinence and knowledge of the magazine. But now direct delivery does not have brand advantage, and it still lacks authority and appeal.
Suggestions for product thinking innovation: (1) Magazine combination: Direct Investment should have its own CI image manual to publicize its own business philosophy. And combine CI image manual with direct selling, thus giving people a brand psychology, enhancing their value of the image and greatly improving their credibility.
(2) Externalized brand of magazine cover: In this special issue of Alcohol, there is only one word "wine" on the cover. The word "wine" uses elegant calligraphy, giving people an elegant feeling, and the background uses the scenery of heaven and earth, giving people a feeling of intoxication, which not only attracts the attention of the majority of drinkers, but also attracts the attention of wine merchants.
(3) Magazine content: Direct investment is not a general advertising impurity, but a potential advertising form, soft appeal, to promote the culture, connotation and sensitivity of wine. And at the end of the wine article, an interesting small window is opened, such as introducing the origin of wine, magical stories and legends. Attach a consumer questionnaire to the direct delivery magazine to explain the consumer's recognition of direct delivery and make the wine merchants more convinced. This is of course based on the good survey results.
(4) Brand focus, mobile marketing: conceptualize the direct delivery brand and diversify its value. Take "what is mine is yours" as the slogan, emphasize your own resource dedication, serve customers wholeheartedly, narrow the distance with customers, and lay the foundation for the good development of direct delivery brand in the future.
Marketing suggestion: (1) As the New Year approaches, direct delivery magazines can be discussed with restaurants, and the magazines should be divided into columns such as wedding wine, birthday wine and party wine, and combined with the interesting small window in front, we should concentrate our efforts and strengthen the offensive.
(2) Joint development of gift boxes with restaurants. Direct shipping is named above and appears in the form of "direct shipping partner". Resources can be used mutually, and "wine tasting and wine discussion" activities can be held together with restaurants. Manufacturers should come up with fist products, and direct selling should help manufacturers attract newspapers, magazines and TV reports and improve the value of direct selling image.
(3) Uniqueness of channels: Direct Investment cooperates with the post office, taking advantage of the brand advantage and perfect network advantage of the post office, and is responsible for the distribution of some channels and sending magazines to hotels, bars and restaurants. For people to observe, help restaurants spread and enhance their popularity. This can also better attract the attention of wine merchants.
(4) Utilization of other resources: advertisers' letters, agency postcards, outdoor billboards, business letters, etc. Direct delivery should skillfully coordinate wine merchants to attach postcards or lottery cards to magazines (free to fill in and send back gifts); You can also attach a fare reimbursement form, so you can reimburse the limited taxi fare as long as you take the reimbursement form to the retail point to buy it. In the case of telephone consultation, you can also reimburse the telephone bill, and use the unique function of DM in support staff promotion activities, auction invitations and exhibition activities to give small gifts (postcards or commemorative stamps) independently and flexibly.
Expense budget: magazine expenses, marketing expenses, etc.
situation
How to write a marketing plan for the whole year? Content of marketing plan, format: 1. Executive summary and key points of marketing plan trademark/pricing/important promotion means/target market, etc. 2. Current marketing situation (1) Market situation: current product market/scale/advertising/market price/profit rate, etc. (2) Product status: varieties/features/prices/packaging currently on the market. (3) Competition: the main competitors in the current market and their basic situation. (4) Distribution status: sales channels, etc. (5) Macro-environmental conditions: consumer groups and demand conditions. 3.SWOT analysis advantages: advantages in sales, economy, technology, management and policy. Disadvantages: Disadvantages in sales, economy, technology, management and policy (such as policy restrictions such as industrial control). Probability: Market probability and assurance. Threat: the biggest threat and risk factor in market competition. To sum up: how to develop strengths and avoid weaknesses, give full play to your strengths, and avoid weaknesses and risks. 4. Target financial target achieved by marketing planning: the company's sales revenue forecast for the next 3 or 5 years (in case of successful financing): (unit: 10,000 yuan) Marketing target: What is the gross profit margin of sales cost? 5. Marketing planning The marketing strategy adopted by the target market:-Positioning:-Product line:-Pricing: the composition of product sales cost and the basis for setting sales price. Distribution: distribution channels (including agency channels, etc. ). Sales team: formation and incentive mechanism, etc. Service: after-sales customer service. Advertising: the form of advertising. Promotion: promotion method. R & ampd: product improvement and new product development plan. Market research: the main means and methods of market research. 6. Action plan marketing activities (time) arrangement. 7. Estimated income statement and other important financial planning tables: -8. Risk control: risk sources and control methods.
What is a complete set of activities operation planning ideas? A set of planning ideas for the operation of activities:
Creative planning of activities: in what form to plan this activity, such as combining hot spots with current events;
Activity plan planning: the background of the activity, what is the demand of the activity, and the whole activity plan is planned according to these;
Activity copy planning;
Activity rule setting, activity participation, activity interaction link setting, etc.
For more detailed information about event operation and event planning, please refer to the event box.