市场营销 marketing 15页

雪璞瑞特廉价，值得信赖！Lowerpricesyoucantrust.\nBackgroundSincestartingoutasasmallchainofsupermarketsin1979,theShopritebrandgainedvaluableexperiencefromsellingtotheemergingmarket.Today,theShopritechainremainsthecorebusinessoftheShopriteGroupofCompaniesanditsmainbrand.OvertheyearsithasalsobecomeoneofSouthAfrica’smosttrustedbrands.2\nProducts1.Haircare2.Baby3.Fruit&Vegetables4.Butchery5.Deli6.Smallappiliances7.Toys/party8.Barbecue3\nFeelingsWeallhaveaverygoodimpressiononthiscompany,becauseitguaranteesthatitalwaysprovidesthemostlowestpriceforcustomers.Soyoucansavemoremanyandbuymoreproducts.Anditprovideallkindsofproductsformarket,soyoujustdon'tneedtosearchforgoodsfromstoretostore,youcangeteverythingyouneedinthesupermarket.Shopitealsohasverygoodandconvenientconsumerserviceforconsumers.Andithasalreadycreatedmanybrands,soyoudon'tneedtodoubtaboutit'squality,justchoosewhatyoulikewithoutanyhesitation.Also,thecompanyisnotonlyconcernaboutit'sprofit,butalsocaresfortheenvironmentprotection.4\nLowerMiddleSmallMiddleWestMiddleEastRegionBigCitysizeHighIncomeMarketsegmentationAccordingtothesurvey,thewestisdevelopingfasterthantheeastandmiddleofChina.So,therearemoreandmorebuyersandpotentialbuyers.Hencewechoosethewesttoenterinthelongrun.Obviously,therearemorepeopleinthebigcities,andmostofthemarericherthanpeopleinthemiddleandsmallsizecities.Hencetherearemoredemand,andtheywanttobuyandactuallytheyhaveenoughmoneytopurchasewhattheywant.Ontheoneside,ourpricesareactuallylowerthanmostofthecompany's,butontheotherside,thelow-incomeconsumersmaydon'thavemoredemands.Sowetargetthemiddle-incomegroupsmainlyandmaybesomeofthehigh-incomegroups.Acctuallythemiddle-incomegroupscanbuy,socanthehigh-incomegroups.5\nHighpricesBadvalueGoodvalueLowpricesCompetitorsWal-MartRT-MARTCarrefourAuchuanLotusLOTTEMartwumartItoYokadoCRVanguardRenrenleShopriteSo,maybenowyouwillwonderwhyyoushouldgotoSHOPRITE.Ok,nowwearegoingtogiveyououranswer.Cozweprovideyouthemostqualityproductsthatyouneed,andwejustneedyoutopaytherelativelylessmoneyfortheproducts.That'swhywearesurethatyouwillgotoourSHOPRITE.Andthelowerpriceyoucantrust!6\nCompetitorsanalysisAnewpatternmakesAuchuanbecomeoneofthebesthypermarketsintheworld.Also,it'sgoodsareverycheapaswellasingoodquality.Butthebusinesspatternofitisrelativelyprim.Andthereexistsomequalityproblemintheregoods,suchasout-of-datefood.Buttheirserviceattitudeisnotverygood.AndAuchuanhasbeenfoundtohasqualityproblemsfrequentlyrecentyears.It'schainstoreshavespreadallovertheworld,andithasalargescaleofoperation.GoodsinWal-Martarealsonotveryexpensiveandtheirservicesaregood.Ithasbeenfoundtohavesomequalityproblems.Theirfruitsandvegetablesandmanygoodsarerelativelycheap,greenandcomfortable..AuchuanRT-MARTWal-MartAdvantageDisadvantage7\nTargetmarketingWeintendtoenterchina,andwechoosemarketsofmiddleincomeinbigcitysofthewestofChina.BecausethewestofChinaisdevelopingveryfastandthereareallmanypeople.Buttherearelackofsomebigsupermarket.Sothereshouldbemanybuyersandpotentialbuyers.8\nOffercustomersaconvenientshoppingexperienceincleanstoreswherecustomerscanbesuretopaylowestpricesonhouseholdrequirementsandwhattheyneedandprefer.AndweguanranteewhattheybuyfromShopriteareallofgoodqualityandreliable.MarketpositioningKeyLowerpriceReliableBestqualityConvenientandfast9\nTagetcustomersProductVarietiesofproductsthatcanfitformostpeople.2.Thebestquality3.Providethespecialdesigns.4.Brandname:SHOPRITE.5.Wewillalwaysprovidethebestservicesandfornorepay.Price1.Weproviderelativelylowerpricesforourproductssothatmorepeoplecanbuy.2.Wewillmakeseveralwaystodiscountforourregularbuyersandfirsttimebuyersandother.Promotion1.Wewilladvertiseourproductsinmanywayssothatmorepeoplecanknowthem.2.Doseveralsalespromotionaccordingtotheseasonsorotherelements.Place1.OurcompanywilllocatinthewestofChina,soweserveforpeopleheremainly.2.Butwealsoserveforallplacesbytransportation.Marketingmix10\nMoreformoreMoreforthesameLessformuchlessThesameforlessMoreforlessMoreSameLessMoreSameLessPriceBenefitsValuepropositionsConsideringShopriteisthefirsttimetoenterChinesemarketandinordertoimpresscustomers,wedecidetouse"Thesameforless"todevelopmarketforaperiodoftime.11\nComsumerservicesBusticketingAirlineticketsAccountpaymentsComputicketCellphoneairtimeMediRiteLiqourshopShopriteguaranteeInsuranceIcoverHomeloansUkashComsumerservicesMoneytransfersYoudon'tneedabank.MoneymarketisquilkandeasytosendorreceivemoneyatanyShoprite.Shopritewasthefirstretailertoofferyoutheconvenienceofbuyingbusticketsin-store–andwearestilltheonlyretailerwhodoesn'tchargeyouabookingfee.Youcannowshopforyourgroceriesandbookyourdomesticairlinetickets,allatthesamelocation.Younotonlysaveyourselfalotoftimebutyoucouldalsosavemoneybygettingeverythingyouneedforyourtrip,inonego.AtourMoneyMarketcountersin-store,yousavetimebydoingyourshoppingandpayingyouraccountsallunderoneroof.Shopritehasmadeitmoreconvenientforyoutobuyticketstoanyevent.Andyouwillhaveaccesstootherservices,whichincludepayingelectricitybills,payingyourTVlicense,buyingairtimeandsoon.Asafamilystore,wemakecertainthatyoucanenjoytheconvenienceofallmajorserviceproviders’starterpacksandpre-paid/re-chargevouchers.Afullyqualifiedpharmacistisavailableinallourstorestoattendtoyourprescriptions,offeradviceonthemanagingofchronicmedication,medicationuse,preventionandtreatmentofHIV&AIDSandotherhealthrelatedmattersThismeansyoucanstockuponanydrinksyoumayneed,rightafterdoingyourgroceryshopping.It’sneverbeeneasier.Nowthat’ssmartAtShoprite,goodqualityatourlowestpricesisguaranteed!Takeadvantageofinsuranceoptionsthatsuitbothyourfamilyneedsandbudgetrestraintsicover,adivisionofSanlam,hascreatedthreeaffordable,easy-to-getFuneralPlans,allinonepack,thatcanbeboughtin-storeatanyShoprite.Alltheseservisesarefreeofcharge!UkashisCash–Online.Soyoucanbereadytospend&payonline.12\nPricingstrategiesvaluepricingwedecidedtochoosethewaythataccordingtothevalueofourproducts.Wepromisethatwewilloffercustomerstherightcombinationofqualityandgoodserviceatafairprice.Market-penetrationpricingwechoosethestrategycozthatourcompanyaimstoprovidethebestqualitywiththelowerprices.Wewillneverusethemarket-skimmingpricingstrategy.Andwebelievethatwecanimpressourconsumersbetterwithalowerprice.ProductbundlepricingWemainlychoosetheproductbundlepricing.Sometimes,bothcompanyandconsumerlikethisway,cozit'sawin-windeal.Inthisway,thecompanycansellmoreproductsandconsumerscangetmorewantedproductswithalowerprice.Disscount/PromotionalpricingAccordingtothedifferenteconomicsituations,wewillwillusethetwostrategieswhenneccessary.Forexample,whentheseasonchanges,therearesurelysomeproductsdon'tfitforthecomingseason.Soweneedtousethesestrategiestosellmoreproductsinashorttime.①.GeneralPricingApproaches②.New-productPricingStrategies③.ProductMixPricingstrategies④.PriceAdjustmentStrategies13\nProductsCorebenefitActualprodutFeaturesDesignPackagingBrandnameQualitylevelAugmentedproductAfter-saleserviceWarrantyGuaranteeInstallationDeliveryandcreditOurcorebenefitistoprovidemorerequiredproductstopeople,sothatnotonlyourcompanycangetmoreprofits,butalsoourcostomerscanbesatisfied.Wepromiseourcostomersthebestandthemostspecialfeaturesthattheyneverexperienced.Wewillprovidethemostqualityproductstoconsumers.Andyoucanjustcountonit!Ifyoubuytheproductinourcompany,ofcoursewewillprovideyouthebestafter-saleservicetoyou.Andtheyareallfree.Alltheproductsyouboughtinourcompany,wewillofferyouaperiodoftime'swanrrantyorguarantee.14\n——BygroupFTHANKYOU15