Sony digital camera planning scheme

Sony is one of the pioneers in the fields of civil/professional audio-visual products, communication products and information technology.

And its achievements in computer entertainment operations have made it one of the largest integrated entertainment companies in the world. In 2006, Sony developed and produced a new digital camera SonySDC-S600. When the new product goes on the market, its popularity is low, its competitiveness is not strong and its market share is low. In order to change this situation, this plan is specially implemented.

By implementing this plan

market analysis

At present, there are many kinds of digital cameras in China, and the competition is fierce. With the improvement of people's living standards, the market demand for digital cameras will continue to expand, and digital cameras have great potential in the future market.

At present, brands competing with Sony in the big market mainly include Kodak and Fuji. Recently, Kodak officially released its latest V-series digital camera in Kodak headquarters in Beijing, the model is Kodak V570. V570 is epoch-making.

Digital camera. It is different from any previous digital camera because it is equipped with two CCD sensors and two lenses.

At the same time, Fuji also released two new A-series entry-level digital cameras, which were exhibited at CES2006. InePixA500 has a Fuji super CCD with 565,438+megapixels.

FinePixA400 is equipped with a super CCD with 465,438+megapixels. Both cameras offer 3x optical zoom lenses and 1.8-inch LCD screens.

In the face of fierce competition, Sony SDC-S600 camera needs a lot of advertisements to make consumers know more about it, thus generating preferences and improving product visibility. product analysis

Product advantages:

1.6 million pixel CCD；;

2.2.0 inch LCD screen;

3.3 times optical zoom lens, the focal length is equivalent to 31-93mm of 35mm camera;

4.AF focusing auxiliary light, instant snapshot function

5 In high sensitivity mode, the highest ISO value can reach1000;

6.32MB built-in storage space, supporting memory stick Duo extended storage;

7. Be able to shoot audio dynamic images with the highest resolution of 640×480 at 30fps.

8. It can be driven by two AA batteries, and can take 460 photos by replacing the Ni-MH battery once (CIPA standard), which supports the PictBridge printing protocol.

Product quality: high quality, credit guarantee;

Product performance: good function, more practical.

advertising strategy

Product positioning: practical and affordable.

Target audience: novices and home users.

Focus of appeal: Sony DSC-S600 can shoot the highest resolution, although there are not many unconventional places in appearance.

MPG4 video with 640×480 bit rate. It is estimated that the official selling price is US$ 200, equivalent to about RMB10.6 million. The price is relatively affordable and I believe it will win the favor of many users.

Advertising method

At the initial stage of listing of 1., two newspapers with relatively high circulation were selected, and half of 13 or half of 20 batches of advertisements were published in the first edition, and each newspaper took turns to publish for 4 weeks.

2. From the date of listing, choose a TV station with high visibility and wide coverage, and broadcast it for 30 seconds in prime time every night for 3 months.

Creative media

1. Newspaper advertising creativity

Title: Wonderful life, perfect interpretation

Text: New Year weather, the new Sony DSC-S600 is on the market, adding vitality to your life!

2. Magazine advertising creativity

Title: Wonderful life, perfect interpretation

Text: cutting-edge technology and brand-new functions are integrated, allowing you to enjoy the perfect experience of digital photography!

3. TV advertising creativity

Title: Wonderful life, perfect interpretation

Text: The world is colorful;

High mountains and flowing water, birds and flowers;

Perfect life, let's shoot together!

4. Other advertising methods

Radio advertisement, window advertisement, neon advertisement, roof advertisement, electric poster, hot air balloon, etc.

saleroom

1. Public relations promotion: make the name and logo of the float, the hidden dangers of the float itself, and attach pictures of Sony DSC-S600 camera.

2. Gift promotion: Anyone who buys a Sony DSC-S600 camera at the counter of the mall on1October 23rd-10/October 29th 65438+ will get a beautiful souvenir.

3.

Lottery: Set up a stage in the square in front of the shopping mall and hold colorful entertainment programs. (1) Balloon Blowing Competition: One minute, no blowing. The winner of the biggest balloon will get a gift worth 500 yuan. (2) On-site digital camera knowledge quiz: The time limit is one minute, and the winner who gets the most correct answers will get a gift worth 500 yuan. 4.

Sponsor public welfare undertakings: set up transparent donation boxes in Sony camera counters in various regions. All consumers donate voluntarily. All voluntary donors can fill in the voluntary card on the spot. After the event, five lucky people were selected to witness Sony's donation ceremony for poor college students. Media selection

1. TV media such as Shanghai Satellite TV and Oriental Pearl Mobile TV.

2. Wen Wei Po, Morning News, Youth Daily and other newspaper media.

World movies, youth abstracts, modern advertisements and other magazine media.

Advertising budget

Project amount (ten thousand yuan)

plan

Creative production 30

TV

Media publishing fee newspaper 15

Magazine 15

Broadcast 10

Research and promotion 10

Advertising materials 5

Outdoor media 20

Other 5

Total 150

Effect prediction

Advertising planning here

1. Make Sony's brand awareness widely spread and enhance the corporate reputation.

2. Spread the popularity of Sony DSC-S600 camera, make the appealing object have a preference for it, and then have a desire to buy and promote product sales.

3. Expand the market share of Sony DSC-S600 camera and improve its competitiveness.