房地产营销策划实战案例Real estate marketing planning actual case.docx
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房地产营销策划实战案例Real estate marketing planning actual case.docx
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房地产营销策划实战案例Realestatemarketingplanningactualcase
房地产营销策划实战案例(Realestatemarketingplanningactualcase)
Thisarticleiscontributedbyningningzheng
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M3SAR
Marketingpromotionrecommendation2004annualmarketingrecommendation2004
October2004
Thisreportwillfocusonthefollowingissues
?
?
?
Thecurrentmarketingproblems,theestablishmentofthecasename,M3specialzoneprojectmarketingthemeestablishment,promotionstagedivisionandeachpromotionstagedisseminationtheme,promotionmethoduseprincipleandpromotionponder
[M3SAR]SAR
PUSH
wide
Catalog
Thefirstpart:
thepromotionoftheproblemsandsolutions?
Partsecond:
promotionstrategy(theestablishmentofvariousstagesofspreading(Theme)thedisseminationofthecontentsandthinkingwiththemedia(media)combinationplan)?
Thethirdpart:
thepromotionofthinking
[M3SAR]
Currentproblemsinpromotion
Asawholepackageofthiscasetheyear2003therearefourproblems?
Oneis(advertising),realestatemarketinShanghaiafteritsdebut,noimpacteffect,especiallytheadvertisingthemeisnotclear,givingaveryconfusingandcomplexfeeling?
Two(mediagroup,mediaetc.)acombinationofmorecasual,nottoconcentratesuperiorforces,formedthecommunicationeffectinthemainstreammedia
[M3SAR]
Currentproblemsinpromotion
Three,(themepositioning)asthethemeofthepositioningofthecaseisnotaccurate,notsolvethe"housesold"problemcausedbycustomerqualityisnothigh,not"nocustomersbutdidnotfindthecustomer"isfour,(marketingtheme)canbesaidM3SARnomarketingtheme,"whatdidnotsolveisthehouse,didnotgiveusadirectconcept,forexample,thethoughtofM3DC,thought"27towernearthe70M2penthouseroomsorthatdidnotgivepeopleasimplefeeling:
"thishouseisacharacteristicof"apartmentlayout.
[M3SAR]
Currentproblemsinpromotion
Basedontheabove,inthecaseofthepromotiondidnotsolvethe"houseiswhathouse"thehousewassoldtothewho"and"howtosellthehouse"problemevenworseisthatthecase(M3DC)isnotveryreasonable,somanypeopledonotunderstandwhatisthemeaningofthespecial,where.WhyisitcalledM3SARandsoon
[M3SAR]
Currentpromotionalsolutions
Wewillidentifyoverallpromotionideasfromtheabovefouraspectsoftherealestateadvertisingproject?
A,reselectthecase?
Two,theestablishmentofmarketingtheme?
Three,lookingfortheconceptofthetheme?
Four,customerorientationchoicefive,combinationofthemedia?
[M3SAR]
Generalideaofprojectpromotion
Theprincipleof"fourbigcampaign,theamountofpounds"-savemarketingcosts,withthe"BaoLonghuacourt"and"SilverPalace"marketingpeople,anoccasiontoattack,becauseonlyourrealestateislikelytoretaintheircustomers?
Sticktwofist,pressingtheoldrivals,bewareofnewcompetitors?
Fromthe"M3zone"myspace,Icalltheshots",thethemefunctionofsellingfreshrelease,andletthe"M3zone"isdifferentfromthethreecorepoint,othercompetitiverealestatedowntown,purecompound,threeaspectsoflarge-sizedapartmentwerestronghigh-altitudebombingandmassmediarelease?
Theactivitiesofgroundpromotioncombination
[M3SAR]
Selectionofcasename
Thecaseselectionprincipletoachievethefollowingthreerequirements,duetotheuniquenessofthecaseofthecaseoftheapartmentlayout,sotheselectioncannotfollowtheroutine,tofacilitatememorytwo,tothecaseofthedowntowncoresellingreal,purecompound,hasdirecteffectonpropagationoflarge-sizedapartmentthree,tomeetthepsychologicalcharacteristicsoftargetcustomers
[M3SAR]
Selectionofcasename
Atticofdesire
Thepurecompoundstructureofthecasetoexplainthecaseofdesirearestylishloftapartmentlayoutfeaturesrepresentthetype70squaremetersrepresentsakindofmentalstate,everyonehastheirownideal,weareherefromthecustomer'sperspectivetounderstandthedesireforideal
[M3SAR]
Selectionofcasenametwo
Emotionalostrich
Thecaseoftheinterpretationofthiscasebelongstothetypeofavant-gardefashionpeoplearesentimental,duetothecharacteristicsofourhouseandtheotherhasagreatdifference,soweboughtourhouseiscertainlyamoresensibleostrichisatallanimal,coincidentwiththecomplexstructureofourapartmentlayout
[M3SAR]
Selectionofcasenamethree
Highnestfamily
Thecaseoftheinterpretationofthiscasebelongstohighnestpracticalfashiononbehalfofthedualstructureofourapartmentlayout,andcoincidewearesmallhigh-risestructureandtargetlevelofpsychologicalneeds
[M3SAR]
Selectionofcasenamefour
Modern.Top
ThenameofthecaseisEnglishinmoderninterpretationof"fashion"meaningrepresentationcombinedwithmodern.TopEnglishtopfashionwillbegreatinthevisualimpactonthestrength
[M3SAR]
Selectionofcasename
Thenameofourcaseis:
Desireloft(preferred)highnestfamily(alternate)
[M3SAR]
Theestablishmentofmarketingtheme
(1)
Therearefourmarketingthemesforscreening:
ThereisonlyonedowntownareainShanghai,andthe"desireloft"isinthecenterofthecitycenter
[M3SAR]
Establishmentofmarketingtheme(two)
Atticofdesire-dreamofachievingupperclass
[M3SAR]
Establishmentofmarketingtheme(three)
DesireLoft-myworld,mydowntownarea
[M3SAR]
Establishmentofmarketingtheme(four)
DesireLoft-myspace,Idecide
[M3SAR]
Establishmentofmarketingtheme(five)
LustLoft-realdowntown,realhome
[M3SAR]
Establishmentofmarketingtheme(six)
Atticofdesire-apersonwhohasastrongdesireforcareerandlife
[M3SAR]
Establishmentofmarketingtheme
Accordingtotheabovesixmarketingtheme,werecommendthemarketingtheme
ThereisonlyonedowntownareainShanghai,andthe"desireloft"isinthecenterofthecitycenter
[M3SAR]
Thesearchforconceptualthemes
Theconceptualthemeofthecaseis
Thefirst4Sresidenceinthecitycentre
[M3SAR]
Thesearchforconceptualthemes
Explanationof4S
Sun(realsunshineresidential)4,8meterswide,11metersdeepintotheonlySecond(fullduplexresidential)65-74M2South(fullduplexstructureofSouthSouth,NorthandSouthYuestructure)alllightventilationdesignSpirit(theme,spirit)inthecenterofthedesirePavilion,70sexclusiveresidential
[M3SAR]
Thesearchforconceptualthemes
Itshouldbenotedthatsincethecaseisrepositioned,itisnotappropriatetoproposeanewconcept,soweonlyneedtoputitinafixedforminthesellingpointofthecopy:
Thiscaseisfashionableandnotpreparedforall.Itisfashionableandnotpreparedforall.Itisonlyforthethoughtanddesireofthecause
[M3SAR]
Customerpositioningoptions
Whereisourcustomer?
(retail)+(investment),trendyyoung+discerninginvestors
[M3SAR]
Customerpositioningoptions(retail)
Individualcharacteristics:
?
Theirageisabout30yearsold,maletofemaleratiowas55:
45,themaleaccountedformuch?
Inthecaseofpotentialcustomersshouldbeunwillingtomediocrityandthepursuitoffashion"aspirantyouth",oneoftheculturalcharacteristicsincommonisyoung,energetic,ideologicalguardforward,especiallyactivethinking,inthestruggleoflife.Specialpractitionerinspecialindustry
[M3SAR]
Customerpositioningoptions(retail)
Thetargetgroupofhumanisticcharacteristicsincommonofthetwoisbusy,busy,busywiththeircommunication,convenienceoftrafficdemanding?
Mostoftheminreallifetobeargreaterresponsibilityandpressure,inturn,theydemandmoreonthe"home"
Emphasizeindividuality,comfort,andtotalfreedom;
[M3SAR]
Customerpositioningoptions(investors)
Mostofthemaresuccessfulpeoplewhoinvestinmanyplaces,suchasstocks,futures,etc..
Theyhaveoriginalvisionandexcellentjudgement
Theirunderstandingoftherealestatethanoursalesstaffalsodeeptheirstrongsenseofinvestment,isgenerallynoteasytochangetheideaoftheirrealestatelocationsrequireveryhigh(higherinvestmentreturns)particularlysensitivetotheirreturnoninvestment(ROIfast)theirpropertythelaunchdateofthemorestringentrequirements(returntoearly)
[M3SAR]
Mediacompositionstrategy
Inviewofthesizeofthiscaseisnotlarge,Huxingspecial,advertisingcostsless,inviewofthesizeofthecaseisnotlarge,Huxingspecial,lessadvertisingcosts,wesuggestthatthemediaportfoliostrategy:
strategyfor:
Dahehardadvertising+Shanghaieveningsoftarticle+DMDMsingle+TVmedia
[M3SAR]
Mediamixstrategy(newspaper)
Inthenewspapermedia,ourpurposeistoformastrongimpactinashortperiodoftime.Inthenewspapermedia,ourpurposeistoformastrongshockflowinashorttime,
AllinhardadvertisingDaheputallsoftadvertisementintheShanghaieveningnewsonDahetake"intermittent"take"intermittent"strategytodoShanghaiversionofCinthenewspaperonthefirsteditionofC)toeliminatetheretail(Shanghaiversion)destroyretailandAwithintheprovincelookingforinvestmentthendotheAorBversionwithinthescopeofthesearchforinvestment
[M3SAR]
Mediacompositionstrategy(TV)
Inthetelevisionmedia,theTVmedia,werecommendtheuseoftenisverycreativeadvertisingtoincreasethevisibilityofthecase
HighlycreativeTVcommercials
Thepopularityoftheprojectwillbegreatlyimprovedintheshortterm,andthepopularityoftheprojectwillimproverapidlyintheshortterm"
[M3SAR]
Themediamixstrategy(DM)
DMhasthreepurposes
TheuseofDMinthecarpetc
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