Brand clothing project

Now is the era of brand competition. The entry of a new brand is like throwing a stone into the sea. How to make the brand make waves in the business world, so as to achieve the brand's popularity among consumers, is the effect that the company hopes to achieve in advertising planning. Second, the market analysis: g4Qd

Third, advertising positioning: AKy, qM

1. Market positioning: centering on Guangzhou, Chengdu and Shenyang, radiating the surrounding cities and the national market. Various activities are mainly in Chengdu and Shenyang. 2. Product positioning: concise and elegant high and medium-grade women's fashion; 3. Advertising positioning: fashionable and elegant European style; 4. Advertising target positioning: intellectual white-collar women with middle income or above, aged 25-40; 4. Marketing suggestion: x _ = $ u.

In order to meet consumers' buying habits, the work of retail stores must be listed as the first place in marketing, and only they are the basis for truly forming mass sales of products. The work is carried out as follows: 1, comprehensive and systematic standardized training for shop assistants; 2. Formulate some reward systems for shop assistants to improve their enthusiasm; 3. Hold fashion exhibitions from time to time or jointly hold promotional activities with other brands; 4. Attend the Shenzhen Fashion Show from July 25th to 27th, hold a press conference, and invite all kinds of media and potential dealers to participate. V. Advertising strategy

1. Advertising purpose: After this autumn and winter advertising, the company's brand awareness and goodwill will be initially established in the minds of consumers in Guangzhou, Chengdu and Shenyang, and it will be able to gain a firm foothold in these three markets and achieve the company's sales target. And take this as the center to attract potential dealers from surrounding cities to join. 2. Advertising Staging: ① Guidance period: The main task is to attract consumers to understand and accept the brand; Show the unique charm and product characteristics of the brand; Establish a brand image initially. (2) Strengthening period: deeply guide consumers, generate trust and goodwill for products and brands, and seize the market; Attracting its surrounding markets with points and areas, making the brand image and product sales stable and developing, and further attracting the confidence of dealers to join the brand. 3. Focus of appeal: fashionable, elegant European style, environmentally friendly, wool-like and expensive low-priced products. 4. Strategic suggestions: 1, newspaper and magazine advertisements: design a series of newspaper advertisements to be used at any time (soft text and hard advertising); (2) shooting and making high-grade picture books; 3. Design and produce exquisite joining manual; (4) Plan and compile detailed employee training manuals and product promotion manuals, and strictly implement them in the implementation process; ⑤. The main task is to hold 1 ~ 2 fashion exhibition, which can let more dealers know about products and brands with less money; 6. Promotion activities: guiding period: establishing multiple sales terminals, giving VIP cards free of charge, strengthening period of opening activities: joint promotion, supplementary period of China Merchants Association in combination with local market: SP activities on holidays. 6. Details of the action plan: (with cost budget) AP!

1, advertising media strategy: (see attachment 1) 2, album production planning purpose: high-end, fashion style: European style model: 2 foreign models (height 172- 178cm, mature professional female model) Photographer: 40page/kloc-. 350—400g coated paper Note: Budget: 80,000 yuan. 3. Shenzhen exhibition planning. Venue: Shenzhen. Exhibition time: July 25-27, 2002. Purpose of the activity: to show the brand image of the company. Use the platform of professional clothing exhibition to promote products and brands to the market. Attract dealers from all over the country. Positioning: direct public relations with dealers. Make good use of the opportunity of dealers gathering all over the country. Exhibition theme: focus on displaying brand image in a high-end and concise style. As an auxiliary product display. Advertisement: The first edition of the conference advertisement (16K)/ China Clothing News/Clothing Times, and clothing business information (the fourth week of July). Prepare promotional materials: handbag/joining manual/product album/media invitation letter/business invitation letter (designed by Dong Jianbo, planning department). Venue staff: 3 people. Issue invitations, brand and product descriptions) Decoration design and construction: find professionals to do drawing design, and the company asks the construction team for construction, work progress and personnel arrangement. Record the completion time of the responsible department/responsibility of the work item. Confirm the exhibition and sign the contract. General manager Shi confirmed the design company or personnel planning department on May 20th, and confirmed the design plan planning and marketing department on July 10. July 20-24 Exhibition Hall Layout Planning Department cooperated with Market Development Department. July 23rd Product Cooperation, Development Department Cooperation, Product Selection, Finance Department Cooperation, Financial Support July 20th Budget: exhibition hall rent: 43,000 yuan, decoration: 50,000 yuan, publication advertisement edition: 8,000 yuan, handbag: 2,000 yuan: 7,000 yuan, joining manual: 3,000 yuan: 6,500 yuan, media invitation: Please send a letter: 500 RMB: 65,438+0, 500 yuan; Personnel cost: 1.5 million yuan; Total: RMB 65,438+0,365,438+0, 800 yuan; 4. Planning of new brand (product) press conference (i.e. investment promotion meeting, order meeting); Conference theme: Press release of ×× brand entering women's clothing market. National fashion and consumer newspapers and magazines; National commercial newspapers and magazines; Major newspapers, magazines and TV media in Chengdu, Shenyang and Guangzhou); 20-60 Dealer (relationship invitation, exhibition invitation, voluntary participation) Schedule: July 26, 2002, 3: 00-5: 30 pm Activities: product launch, press conference, dealer investment promotion meeting. Budget: venue rent: 8,000 yuan/half-day; invited media: 20,000 yuan; invited models: 6,000 yuan (5 pieces); meals: 10000 yuan; other expenses: 6,000 yuan; total: 50,000 yuan. 5. Joining Manual: (Make Annex 3 after discussing the details with the Marketing Department) 6. Shop assistant training manual: (see Annex 4/completed in June) 7. Promotion planning. {: