1. Communication Strategy for 8848.net China Launch
Prepared for: www.8848.net
Prepared by: HuiCong International Advertising
2. Market SituationInternet market has developed tremendously, and Internet users in China will double
Online stores, as a worldwide business, have a very bright future
8848 has gained some awareness among Internet users, most of whom have already been the pioneer online consumers
3. Strategy Development ProcessWhere are we?
Where we want to be?
How can we get there?
4. Market SituationInternet users are somewhat restrained by offline shopping in terms of way and concept
Internet users don’t trust online shopping for the immature consumption environment
online payment system
offline delivery system
Actual difficulties for on-line sales
5. Target...Primary: Netizens
Secondary: the potential Netizens
Demographics:
Males
Aged from 16 to 35 who are mainly:
Students
White-collars
Persons concerned with Computer technology
Telecommunication persons
6. Target...Psychographics
Affluent & Mobile life style
Working or living in internet environment
Easy to adapt the up-to-date international tendency
Some are westernized, seeking for quality life
7. Consumer U&A Towards e-Shopping...Most of them have heard the e-shopping concept whereas very few ever tried.
Some have already known the e-shopping sites, such as 8848.net, Sohu & Netease
All of them believe the generic benefits of online shopping:
- Convenience/Fashion/Fun/Value-for-money
- Key barriers:
8. Product Attributes Ample products’ choices
9 varieties
Over 100 thousands of books, 20 thousands of software
Flexible and safe online payment
17 payment choices
9. Product AttributesNationwide delivery system
441cities across China
Price’s discount
For 95% of the products
50% discount at most, and 10% at least
Good after-sales service
Double guarantee from both the manufacturer and the online store
10. BenefitsTo feel a contemporary online purchase way in internet environment
To enjoy an easy shopping for time-saving and adaptation of busy life
11. PersonalityProfessional
8848 is a professional online store which can provide overall online shopping services
Fashionable
8848 is a fashionable online store which deliver a modern life way
Lifelization
12. Where are we now?Have captured the online business opportunity early this year.
Have gained a relatively better awareness and recognition among Internet users
Have a comparatively better online-sales’ condition
13. Where are we going?To capture the future market to the most extent.
To motivate more Netizens to shop online
To further improve the brand’s awareness and preference
14. Marketing ObjectivesTo build a No.1 online shopping brand
To capture the potential B-to-C market as most as possible
To drive the present Netizens to shop online
15. Communication Objectives
To improve brand awareness and recognition
To motivate the Netizens to shop online
16. Brand StrategyFirst Step:
To establish strong competitive edge
To position clearly and strengthen the brand’s recognition
Monopolize the concept of 8848-e-shopping
17. Brand StrategySecond Step:
To motivate Internet users to shop online
To overcome Netizens’ psychological barriers over online shopping
18. Brand StrategyTo reinforce the advantages of 8848.net in :
Ample products’ choices
9 sorts
Over 100 thousands of books, 20 thousands of software
Flexible and safe online payment
17 payment choices
19. Brand StrategyTo reinforce the advantages of 8848.net in:
Nationwide delivery system
441cities across China
Price’s discount
For 95% of the products
50% discount at most, and 10% at least
Good after-sales service
Double guarantee from both the manufacturer and the online store
20. Brand Strategy
To motivate Netizens to shop online
Online promotion activities
21. Product…Price...The most important factor to motivate the Netizens to shop online
The more discount, the more shoppers
22. Product…delivery...Really prompt and safe offline delivery is the competitive factor to make the shoppers satisfactory
Free delivery is also very important
23. Product…Online Payment...The safety to pay online is the main concern for Internet users here in China
The flexible availability to pay online shopping
24. Product…After-sales GuaranteeManufacturers’ guarantee
Online store’s responsibility for the shoppers
Double guarantee
25. Communication…Strategy... The key objective in advertising is to communicate that 8848.net is a professional online store which can provide excellent online shopping services and it is a new life style for the online shoppers
26. Communication…Strategy...While there are brand attributes
online payment
offline delivery
double guarantees
ample products
attractive price….
27. Communication…Execution...To communicate the clear positioning of online store for 8848.net
To strengthen the dominant position in online sale field for 8848.net
To communicate the advantages in products, price, delivery, payment…
To announce the promotion activities
To announce the names of exclusively promoted products
28. Communication…Execution...Take advice on the brand style: Not IT style, more consumer product style.
Use the specific brand colors: this provides for a consistent and more powerful brand identity across all materials the consumer sees.
Use the brand logo/mask:This is part of brand and should be visible at the end of the commercial and appear within the overall communication.
29. Communication…Media...Competitive media weight in the launch phase during the period from December, 1999 to March 2000 is vital for the brand to capture the leadership position
Since the WTO entry, it is a pivotal period to capture the online sales market, the share of voice is a key factor to attract the attention of the audience
30. Communication…Media...Magazines and newspapers is the prime medium for the brand overall communication from proposition to the rational attributes and promotion.
TV and radio are both excellent support to cover the target as most as possible
Outdoor media such as subway , bus shelter, bus….are very helpful for the brand’s professional umbrella image with a consistent support
31. Communication…Media...Focus more on the cities such as Beijing and
Shanghai where Internet market is relatively more
mature
Plan at least launch burst and sustaining burst.
Aim firstly at the present Netizens and secondly at
the potentials.
32. Online PromotionsPromotion is a good way of attracting more people to participate in the online shopping activities and also a good way to drive increased sales and /or loyalty
The promotion must fist the objectives:
More people click 8848.net
More Netizens to try online shopping