魅族MX营销方案

Marketing Plan for MEIZU MX—Specific to ZhuHai UniversitiesClass information: The tenth class in FridayWord count: 4877CataloguePreface (2)Executive Summary (3)Current market situation (3)Strengths，Weaknesses，Opportunities，and Threats Analysis (7)Marketing Research (10)Objectives and Issues (17)Marketing strategy (18)Action Programs (20)Control (21)Conclusion (21)Appendix Appx (22)PrefaceAt present, from the report China Mobile Communication Research Report in 2010 overseas brand cell phones held 75.7% of the share of market. Most of them are IPhone, Nokia, MOTO, Samsung, and Sony Ericsson. We can know that the share of market of domestic cell phone was less than 30% from this phenomenon. The marketing of domestic cell phones were in a big trouble. Nowadays, many domestic brands have grown up, but most of them are in poor quality. As the time going by, many people consider the domestic brands cell phones are “cheap copy”.As a consequence, people don’t want to choose cell phones made in domestic. It is high time we take some actions to change this phenomenon, and establish a brand belonging to our own country. It is said that the ten of most famous domestic cell phones in 2010 are Lenovo, OPPO, HTC, MEIZU and so on. We can see that MEIZU was on the fourth place. Our market plan is aiming to market the MEIZU MX which will go public on the 1st of January, 2012. We are convinced that the selling high quantity of domestic cell phones will increase a lot as long as we hold the crack of unde rgraduates’ market share. According to some information from the internet, our group fined that the undergraduates will the main force in the domestic market. From the questionnaires we did several days, we found that most undergraduates are not familiar with the brand MEIZU, especially the students who come from other provinces. After a series of research, we decide to make a market plan to market the MEIZU MX. Four strategies are expected to conduct: product strategy, price strategy, marketing communication strategy and service strategy.We are convinced that we can achieve our goal as long as we conduct these strategies properly. Before long, MEIZU will become one of the most popular cell phone brands in universities, so does in the domestic market.Executive SummaryMEIZU Technology Co., Ltd. is a Chinese electronics manufacturer.MEIZU, literally meaning "the captivating tribe", has rapidly become one of the most popular brands amongst Chinese gadget lovers. Yet all its producing right now is just the one phone: the M9. But it’s no matter now. MEIZU MX which will go public on the 1st of January, 2012.The MX, for our university students, who need to store information and communicate or people who want entertainment on the go. Currently, the market for high-end phones is small. Few people want Internet, video, and PDA features in one device because of the high price. The smart phone market is still relatively small compared with general phone market. The students’ market will rapidly increase in coming years due to lower prices and greater power.Current market situationMarket description"I need a more advanced mobile devices boasting powerful processors and graphics processing units, more abundant storage for applications and media files, higher-resolution screens with multi-touch capability, and more friendly operating systems "said by a Zhuhai's university student.A smart phone is a high-end mobile phone built on a mobile computing platform, with more advanced computing ability and connectivity than a contemporary feature phone. According to a report in early 2011, the rate of smart phone adoption is accelerating: as of March 2011 19.5% consumers had a smart phone, with this percentage rising to 24.0% among 24- to 35-year-olds. China has become the world's largest smart phone market by volume after it overtook the US in the third quarter. China is the world's biggest market for mobile phones with almost 952m users, and continues to grow at a fast pace. At the same time, there has been a push by mobilephone operators to get more users to sign up for 3G services. Analysts said that as consumers take up these services, the demand for gadgets such as smart phones is likely to rise further. China is now at the forefront of the worldwide mobile computing boom. In March 2011, Berg Insight reported data that showed global smart phone shipments increased 74% from 2009 to 2010.In profit share of smart phones now is far exceed the share of non-smart phones. Zhuhai's universities' students are one of the specific customers.MEIZU Company introducesMEIZU Technology Co., Ltd. was established in 2003. The founder has been wrapped in electronics and had a passion for technology since an early age. MEIZU is the fruition of the dream of electronics and the win-win concept. Every leap since founded not only results from the enthusiasm and pursuit of MEIZU staff, but also represents the power of dream.In some ways, people are like computers with the similar configuration. Running at full capacity likewise, the computational load of those keeping a single task is far beyond that of those multitasked, ending and starting processes continually. Only when people remain devoted, we may suppress complicated interference, strive for our devotion consistently, and create greater value and wealth. The constant devotion is the dream!MEIZU was created for the dream. Devotion, perfection, concentrative and long-term pursuit shall bring out exceptional dream works of commercial products. Everything about MEIZU shall transcend conventionality and imagination!Products reviewDomestic smart phone market is developing rapidly, largely due to operators in the low-end models of the smart great esteem.The MEIZU MX is the company's latest Android handset that combines style and function. It mimics popular devices such as the iPhone 4 and Samsung Galaxy S while adding a heavy layer of customization on top of Android. It won't be skimpy asfar as specs go, either, with 16GB of internal storage, 1GB of RAM, a 1 GHz processor, and a display with 188 pixels per inch.MEIZU has announced intentions to release the MX as their first handset available in the United States.The following standard of MXReview of competitionAbout the competition, at present, customers tend to pursue more advancing smart phone with further CPU and smarter operation system. So it makes phone market in tension. Manufacturers want to product phone that customs adore. Some Manufacturers capture customers (e.g. iPhone) while some Manufacturers can't keep their market (e.g.NOKIA).The most favorite smart phones are all foreign manufacturers. They are IPhone, HTC, Samsung, and NOKIA. All the domestic manufacturers are still in a low phrase. At our domestic manufacturers, MEIZU is still in a low phrase. Customers in high class level tend to choice foreign smart phones because the quality and function seem to better. While customers in middle and low class level tend to choose other domestic smart phone because the price is relative low. MEIZU's price is about at the same level as foreign smart phone. But many people think MEIZU’s quality can't achieve those phones. So the competition environment for MEIZU is very detrimental.Review of distributionAbout the distribution and recent sales trends, MEIZU is different from other domestic manufacturers. (This spike is traced to Chinese companies like Huawei Technology and ZTE which manufacture hundreds of millions of cheap phones a year, many low-cost Android models.) MEIZU want to develop domestic high-level smart phone. Neither its design nor its function, MEIZU all want to try its best to achieve the level of products in foreign famous manufactures. MEIZU really fights against the trend of most domestic manufactures. They all think they can't win in technology but in price. We must admire MEI ZU’s spirit though the market share of MEIZU is lower than those domestic manufactures. So it means the recent major distribution channel in MEIZU is still high-function and high-price.Strengths，Weaknesses，Opportunities，and Threats Analysis StrengthsExternal：1、MEIZU as a leading brand of domestic MP3,MP4 before, has a good reputation and considerable popularity, occupies a certain market share.2、The Enterprise is located in downtown Zhuhai Special economic zone, the geographical position is superior, the external relation is close , raw material purchases easier, has a definite cost advantage.Internal：1、The MEIZU company had been established since 2003, the company has the research and development troop and the technical equipment, by the technology and the product localization, the accurate market localization, certain innovation strength, is maintaining the high speed growth and the development situation continually.2、MEIZU's research and development team is big，with strong scientific and technological innovation, enterprise treats employees friendly, remuneration is superior, At the same time, the company introduced the international advanced management system, so that employees enhance unity, strong motivation.3、Business leaders are forward-looking, correctly see market orientation, strategy development and reasonable.4、Promotes newly of the product MX handset performance-to-price ratio is high, the disposition is superior, novel fashion, also is the intelligent handset, meets the overwhelming majority numerical code amateur's need, compares with other domestically produced handset, the competitive power is quite strong. WeaknessesExternal：1、External propaganda is not enough, there is no advertising efforts, with the exception of digital product enthusiasts outside, college students learn less.2、Stores-only mode, the marketing network is not too perfect. Parts store salesperson's poor quality, including the service attitude and awareness of their products, foreign liaison is not active and extensive enough.Internal：1、Now only the M9 and MX, products of a single, room for customers to choose is less, each of the profit margin is low ,lack of funding for further development.2、The price 2999, is not each university student consumers all can afford, consumption threshold quite to be high3、Now produces can be insufficient, has hindered the present fast development.4、Stores entry threshold is high, costs are high, distributed widely enough, profits less.OpportunitiesExternal：1、Many international well-known manufacturers and the MEIZU establish the broad thorough cooperation, and has the unceasing company intention, the MEIZU raw material choice leeway is quite especially big.2、The lives of the people level enhances day by day, the university students quite are big to the digital product and the intelligent handset demand, also more and more to pursues the brand, is not limiting to the price The MEIZU may taking the opportunity expand the propaganda dynamics, wins the more market share3、The old customer's loyalty quite is high, and formed the petroleum culture, the establishment demon race official forum has enabled the university students to have an exchange platform. Propagandizes unceasingly to its relatives and friends, may cause the sales volume of MEIZU product increase.Internal：1、It is establishing own gradually product ecosphere, including software center and online music which just made something a matter of political line, caused the consumer besides to purchase the terminal product, continued to purchase otherincrement product2、Efforts to increase scientific research, and continue to optimize now MX features, making their products more easy and stable, improving product quality3、There are many development projects, will enrich future product line which can cater for the different stages of the consumer4、More and more many digital Daren joins the MEIZU, causes it to be abundance of capable people, carries out the strength to be high.5、Approaches Hong-Kong, Macao and Taiwan, is advantageous in facing the internationalization, and going out the entrance to a country, moves towards the world ThreatsExternal：1、Some other manufacturers slandered unceasingly that, slanders the demon race and the demon race's product, and reported on some media, forms not the good atmosphere, has deceived some university student consumer, causes the part latent customer to drain.2、Some manufacturer imitation demon race handset outward appearance, and pulls down the price, forms the blind competition, the impediment demon race's development.3、Electronic product update is very fast, MEIZU will advantage reduces the phone it won't be long before, fewer profits.4、Foreign large handset vendors research and development ability, low cost, but also through parallel channels into China market, accounting for MEIZU segment of the market, unfair.5、The tax revenue swallows the partial profits.6、Some mobile phone manufacturer MEIZU digging company staff, so that part of the brain drain.Internal：1、Single product, improvement of the quality and content needs. Products can only return to depot repair, remains to be seen to be more maintenance points.2、Few stores clerk moved due to lower welfare, liquidity, need stability.3、The product maintenance time quite is long, insufficient user friendly.4、Some mobile software does not compatible with MEIZU product ,affect the user experience for college students, to be further optimized.Marketing ResearchIn order to have a better understand of the products produced by MEIZU，our group made a research about Meizu market share in zhuhai campus.The research conducted by questionnaire. And the theme of the research is how the brand, quality, ability, appearance and price affect the behavior of campus students to purchase a cell phone. And we are convinced that the research can help us a lot on finding out the answer.The quantity of the questionnaire is 200, and we received 180 pieces of questionnaires. Among all the students, only two of them have no cell phone, and even some students have two or more cell phones, we can see from this phenomenon that cell phone has become a necessary tool in daily life.1、 Attach importance to qualityThe quality of the products is the core of the product. In our study, we've found th at students think highly of the high quality of product, then the powerful function. To college students, they're in the limit by economy. Changing mobile phone frequently i s not reality, so durability is very important to mobile phone.What is of most importance thing when you buy the phone (multiple choice)( ) A Stylish B Excellent quality C Cheap D Powerful Function2、Lower priceAccording to our survey, 51.6% of the college students prefer mobile phones range from 500 to 1500 RMB. This is because there are a large variety of mobile phones with good quality and design among this range. Followed by mobiles below 500 RMB, 28.30% of the students possess these low-end devices, due to the reason of limited purchasing power of full-time students. Additionally, 15.12% of the entirety owns a 1500 to 2500 RMB mobile; more than 2500 RMB models take up the rest 5.93%.If you change phones, what price range you will expect?( ) A Below 500 RMB B 500 - 1500 RMBC 1500 – 2500 RMBD Above 2500 RMB3、Favorite stores experienceIn the survey, college students prefer to go to electronics store to buy mobile phon es, thus, cell phone stores play an important role to create a good brand store atmosph ere and help the business to gain market shares.Where place do you normally purchase phone?( ) A Online B Electronics store C Brand store D Others placeDo the sales shop environment will affect your to buy the phone?( ) A Absolutely B Might have some influence C Do not4、Prefer versatile mobile phoneIn addition to the basic functions of mobile phones: phone calls and send text messages. College students were also more and more focus on phones with some additional features. In the case of limited financial resources of students, they can save money for other electronic products with additional functionality of cellphone. In the college market, enhanced phone features, such as entertainment, is particularly critical.Which cell phone functions you uses most in your usual life？(Multiple choice)( ) A Take phone and send SMS B EntertainmentC Represent individual situationD Reflect Personality5、Preference fashionable appearanceCollege students ' evaluation of the product is impacted by its appearance. In terms of appearance, on the phone's color, light, modeling and analysis conducted a survey of case material. For the choice of appearance ,the styling was considered the most important factor, and basic color, thin and shell materials in the same location. Learn from the following data, college students ' preference concentrated in the bar, slider, flip up and touch-screen phones. On the appearance of the phone, college students needs of the slim dimensions, roomy screen, press the texture and color arerelatively high.What styles the mobile phone you are using?( ) A Candybar phone B Clamshell phone / Flip phoneC Sliding cover phoneD Smart phoneE OthersWhat are the appearances for your requirement cell phone? (Multiple choice)( ) A Dazzle cool color B Ultra-thin sizeC Wide screenD Button the simple sense of the phone6、About changing mobile phonesAt present, the college students are dissatisfied with there mobile phone, such as design, function, quality, service, in addition, the satisfaction about supporting service s and security is become lower. What's more,the old mobile phone design and the fall behind function restricted students to buy a new mobile phone.If you want to replace the phone, what reasons do you choose the most?( ) A Mobile phone damage B Old-fashionedC Backward functionD Business promotionWhat are not satisfied item with your currently using mobile phone？(Multiple choice) ( ) A Mobile phone quality B Mobile phone styleC Mobile phone functionsD Mobile phone securityE Aftersales ServiceF Related serviceG Others7、About the information transmissionThe main channels that college students' understanding about mobile phone included advertisement, newspapers and magazines, friends and network, and therefore, the expansion of mobile phone information transmission is especially important to the campany. From the table to see, MeiZu Company needs to take appropriate marketing strategy to expand the understanding about MeiZu in Zhuhai college students.Which channels do you know through information about mobile phones? (Multiple choice) ( ) A Radio B Newspapers/Magazines C AdvertisingD Manufacturer promotional materialsE Friends introduction E InternetDo you know the Meizu phone? ( )A YesB NoObjectives and IssuesObjectivesBased on the questionnaire survey of BNUZ, we make these objects of the next two years:1. During these two years, collect all kinds of the problems of college students in using mobile phone, and thus improve the quality of MeiZu MX.2. Produce various kinds of high-end accessories of Meizu MX to increase the added value of it, and arose college students’ attention.3. Use all sorts of media in campus propaganda to achieve the best effect, establish good image of MeiZu MX in students mind.4. Make sure enough staff are directly contact with the college students, thus increase the sales, as well as providing after-sale services.Zhuhai is the most important base of Meizu Company, and college student is the most important part of mobile phone market. We hope that, with the launch of new Meizu MX, and the propaganda in college student, Meizu Company could gain nearly 10% of attention & 10% shares of Android cell phone market in Zhuhai. We believe MX will have a bright future.Issues1. Because Meizu Company has just been set up in several yeas and haven’t built up enough brand awareness, public just know little of the company and the products.2. The rivals, not only the international companies like Apple, Samsung and HTC, but also the local company Huawei and ZTE, have stronger competitiveness and have variety of different products. The object we’ve set might be difficult to prove.3. The high price of MeiZu MX, may make many college students prefer just wait and see but don’t want to buy this phone, or to purchase mobile phone with lower price.Marketing strategyBased on the objectives, we make these strategies of the next two years:Meizu’s marketing strategy based on a positioning of product differentiation. Since we are marketing within the campus, our primary consumer target is high school, college, and graduate students who need to accomplish multi-tasking, for example, browse the internet, listen to music, or sending emails under least cost. This segment can be divided by age (18-25) and occupation.Product strategyAccording to the differences of the product, we position our product as high-quality, multi-functional, fashion, value-added potential, in accordance with students, Android smartphone. Our market strategy will focus on promoting MX’s dual-core processor, 56mm display width, outstanding 8 megapixel camera and its great appearance. Within 2 years, we will offer the update of Android system, along with other study-related and entertainment applications.Secondly, we will establish the brand value of MEIZU MX, by holding a series of events, we hope to alter consumers’ views and let MEIZU become their first option.Pricing strategyMEIZU MX will offer 2 versions, 16GB and 32GB, the price is 2999RMB and 4080RMB respectively. We admit this price is slightly high than college students’anticipations. But we will offer all kinds of free accessories for the device. At the same time, we will launch installment plans and discount plans to draw our potential customers’ interests.Distribution strategyWe apply the strategy of selective distribution. In the upcoming 2 years, we will increase the number of stores providing demonstrations and other different service, thereby draws the attention.Inside the store, we take the concept of 4S, which is SALE, SPARE PART, SERVICE, and SURVEY as our reference. Aiming directly to Zhuhai college students, we hope to highlight the advantage of 4S modes and push forward the sales.Marketing communications strategyWithin two years, we will apply accurate advertisement positioning according to the specific consumer psychology of college students. For example, via internet, we set up a website which contains BBS and all kinds of resource; sponsor student unions or organizations using the brand and so on.We hope we will carry on our events in which case the impression of the terriblequality of domestic mobile phones can be altered.Action ProgramsBased on the strategies, we make these objects of the next two years:1、Increase the efforts in school's official website advertising .2、Put MX creative video, allowing users to have an intuitive understanding.3、Demonstrating breakthrough features of mx and operating characteristics of human nature to inspire students' desire.4、writing MX-related news in the campus newspapers, magazines, and various campus IT site to publish well-known sites, compared with similar products, in order to attract more potential customers5、4 weeks after mx has been releasing, follow up with a full range of multimedia aspects, in order to drive sales; to strengthen the continued interest in new products, prompt students to buy.6、Gender differences, MEIZU companies in the major stores to promote sales of similar white IPHONE "white elegant" women special promotions, and beautifully presented stylish protective shell and small gifts.7、Respect for the professional point of view, MEIZU company can offer to students to increase the quality software and e-learning opportunities for the press, through the actual product experience, to enhance the user's actual perception of students and attract more customers into the different ranks of the MX8、Festival organizers MX college students, college students and Zhuhai MEIZU widely expanded interaction between customers, to the same music with the public and enhance the product image purposes.9、Plan "MX fashion black and white classic" program, to further expand the brand's influence, so that MX further narrow the distance between consumers and college students, so that more people have felt the charm of fashion.10、According to differences in economic level students, the introduction ofvarious "phases credit payment" package approachControlTo plan our strategy we will meet monthly with the board of MX, present our information, and make a proposal for continued marketing efforts. Before each meeting our team will meet in private, with each person presenting their own proposal based on the information they have learned. After the initial proposals, we will vote on the best one or come to a compromise. The final proposal sent before MX is the result of that meeting.ConclusionIt is not a hard work to promote the position of MEIZU in students’ minds in a short time, nor does the market share. But a journey of a thousand miles begins with a single step, what MEIZU should do is to promote its quality, after-sales service, appearance to change the proposition of domestic brand cell phone in people’s mind. MEIZU also needs to do well in 4p and 4s. After MEIZU conduct the market plan and perform well to access the perfect, the sales volume will increase soon. It is said that there are about 80,000,000 people who owned a cell phone in China, so there is no denying the cell phone market is a rather huge one. Nowadays, with the development of technology, competition is becoming fiercer and fiercer. The way MEIZU can only go is to consummate the product to satisfy the consumers. Only then, can MEIZU live well in such a competitive circumstance. We all hope MEIZU can go further into international market just as what I phone is doing now.Appendix AppxMEIZU phone marketing survey of BNUZ college students 20111、The gender ( )A MaleB FemaleA 74B 1062、Grade ( )A FreshmanB SophomoreC SeniorD JuniorA 74B 43C 36D 273、What is of most importance thing when you buy the phone (multiple choice)( ) A Stylish B Excellent quality C Cheap D Powerful FunctionA 33B 81C 15D 514、If you change phones, what price range you will expect?( ) A Below 500 RMB B 500 - 1500 RMB C 1500 – 2500 RMB D Above 2500 RMBA 28.53%B 51.60%C 14.12%D 5.93%5、Where place do you normally purchase phone?( ) A Online B Electronics store C Brand store D Others placeA 19B 48C 97D 166、Which cell phone functions you uses most in your usual life？(Multiple choice)( ) A Take phone and send SMS B EntertainmentC Represent individual situationD Reflect PersonalityA 120B 93C 41D 327、What styles the mobile phone you are using ?( ) A Candybar phone B Clamshell phone /Flip phoneC Sliding cover phoneD Smart phoneE othersA 43B 46C 34D 51E 68、What are the appearance for your requirement cell phone? (Multiple choice)( ) A Dazzle cool color B Ultra-thin sizeC Wide screenD Button the simple sense of the phoneA 54B 86C 64D 399、If you want to replace the phone, what reasons do you choose the most ?( ) A Mobile phone damage B Old-fashionedC Backward functionD Business promotionA 54B 42C 62D 2210、What are not satisfied item with your currently using mobile phone？(Multiple choice) ( ) A Mobile phone quality B Mobile phone styleC Mobile phone functionsD Mobile phone securityE Aftersales ServiceF Related serviceG OthersA 47B 54C 71D 28E 45F 32G 1611、Do the sales shop environment will affect your to buy the phone?( ) A Absolutely B Might have some influence C Do notA 45B 96C 3912、Which channels do you know through information about mobile phones? (Multiple choice) ( ) A Radio B Newspapers/Magazines C AdvertisingD Manufacturer promotional materialsE Friends introduction E InternetA 29B 48C 31D 12E 98F 85。