魅族MX营销方案.docx

Marketing Plan for MEIZU MXSpecific to ZhuHai UniversitiesClass information: The tenth class in FridayWord count: 4877CataloguePreface2Executive Summary3Current market situation3Strengths，Weaknesses，Opportunities，and Threats Analysis7Marketing Research10Objectives and Issues17Marketing strategy18Action Programs20Control21Conclusion21Appendix Appx22PrefaceAt 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 dont 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 undergraduates 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 its 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 mobile phone 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 as far 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 MXMEIZU MXManufacturerMeizuCompatible networks(GSM/GPRS/EDGE): 900 and 1,800 MHzUMTS: 2,100 MHzHSPA+: 21 Mbit/s; HSUPA: 5.76 Mbit/sPredecessorMeizu M9TypeTouchscreen smartphoneDimensions113.0 mm (4.45 in) H59.8 mm (2.35 in) W11.2 mm (0.44 in) DWeight123 g (4.3 oz)Operating systemAndroid 2.2 (Froyo)CPUSamsung Hummingbird S5PC110 (ARM Cortex A8), 1 GHz1GPUPowerVR SGX 5401Memory1GB RAMStorage16GB or 32GB(flash nand memory)Removable storagemicroSD (up to 64GB)BatteryLi-ion 1.37 AhData inputsMulti-touch touch screenDisplay3.54 in (90 mm) 960x640 pxRear camera8 megapixel; 1080p HD video;ConnectivityWi-Fi (802.11a/b/g/n); Wi-Fi Direct;Bluetooth 2.1+EDR;Review 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 MEIZUs 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 MEIZUs 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 AnalysisStrengthsExternal：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 high 3、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 share 3、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 other increment 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 be