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Preliminary Marketing Plan

Preliminary Marketing Plan. Contents. Advantages Positioning Pricing Channels of distributon Promotion. The Advantages Of Aokang. Quality. Aokang has spent more than 200 million yuan to introduce 30 world-class production lines in recent years.

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Preliminary Marketing Plan

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  1. Preliminary Marketing Plan

  2. Contents • Advantages • Positioning • Pricing • Channels of distributon • Promotion

  3. The Advantages Of Aokang

  4. Quality • Aokang has spent more than 200 million yuan to introduce 30 world-class production lines in recent years. • In Wenzhou, Dongguan and foreign cities like Milan set up three research and development shoe centers ,and thousands of new shoes are developed each year. .

  5. In September 2002, Aokang cooperated with the Italian famous footwear brands GEOX.

  6. Aokang Group form global strategic alliance with AT Kearney, the world-renowned management consulting firm.

  7. On March 22, 2007, Aokang become the 2008 Beijing Olympics leather goods supplier, obtained the precious "tickets" of Chinese enterprises together with the 2008 Olympic Games .

  8. Why we chose France? Paris?

  9. Positioning

  10. Products (Meirie’s) Naturally (自然） Elegant （优雅）Intellectual（知性） Perfection（完美）

  11. Differences of staff Related to the hiring of local vocational outstanding manager Employ local frontline sales staff Train middle of the overseas companies over foreign management

  12. Differentiated Services six areas: Incompetent with the corresponding capacity: skills and knowledge. Courtesy Honest Reliable Sense of responsibility Good at communication   

  13. Differential Image VI design: Office supplies Series Logo Series Advertising Series Apparel Series Traffic Series Environment Series Seven other supplies An important component of the image spokesmen

  14. Product Differentiation Product differentiation including 3 points： Revolutionary design Adding some new elements into the original product Change the original products’ appearance

  15. Product Differentiation • But for international marketing, product differentiation should consider is the use of local products in the consumer habits and preferences • Kown the women in the foot-consumer characteristics and color preferences • Kown the local male consumers’ view on the shoes

  16. Pricing

  17. The total cost of Meireis’ • The cost of materials is about € 15~40 • The cost for desining is about € 10 • The freight account for 5 ％ • The tariffs for exporting to EU is 19.4％ • The cost for publicity expenses is about 30 ％ • And other costs like taxes,administrative cost account for 2 ％ • In a word,the total cost for the product is about €40~100

  18. The up market of France ● Sold under the brand name Michel Perry, Louis Vuitton, Dior, Chanel, Stephane Kelian, Charles Jourdan ● These shoes sold mainly by retailers and big department stores ● Their average price stands at €400-700

  19. Considering the above factors,the price for Meris’ is about € 200-500

  20. March 23, 2006, EU members voted from April 7 onwards on all China's exports to the European Union shoes 4.8% tariff , in October to 19.4%.and many french citizen thought that Damage their benefits.

  21. Channels of distributon 美丽佳人专卖店

  22. Structure of Footwear Distribution in 2003 Source: French Footwear Federation

  23. Large specialist chain stores With over 23% of the market value, large specialist chain stores/ warehouses are the market leaders in footwear. • Department stores Department stores have also improved their performance in the shoe market, mainly due to improved sales recorded in the ladies’ segment. Among the big department stores are Galleries Lafayette, Samaritaine, Printemps.

  24. Channels of distributon(Aokang) Specialist chain stores（专卖店） Department stores（百货公司） Network Marketing (GEOX)（网络销售）

  25. Promotion

  26. Excellent products Attractive price Channels of distribution + Good disseminator and Marketing Strategy = MeiRie’s success in Paris

  27. How to survive in post-mass-marker world

  28. One study from Burson-Marsteller and Roper starch worldwide found that: the average of a person's oral communication would affect the purchase of two other attitude, this ultimately affected groups expanded to eight .

  29. Promotion Strategy Opinion leader Community groups Officials' signores Advertising Sponsorship of special events such as concerts and fairs (even donut parades ), and point-of-purchase displays

  30. Members：夏晓芸、黄雷、程敏霞、沈洁

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