Orange-retail-review-做得很棒的策划方案.pptVIP

Hutch Excellent youth, modern and fun look Strong CI in all sectors Staff well trained and very knowledgeable about VAS of phone and very convincing of benefits Clear and focused message throughout shop Chain Dealers Chain Dealers Growing in numbers throughout the country Main players: Blisstel, JayMart, M Shop, etc. Have latest phones, offer good deals on phones, financing and sim packages from all major networks Occasionally do tie-in promotion with telecom but usually small or not exclusive Biggest threat to the small mom pops and telecom shops J-Mart: Merchandising By Brand Strong Nokia Presence Downline Trade Main Observations Moving away from new phones to used phones, accessories and pre-paid SIM cards as there are better price service options. With easy barriers to entry there’s a huge turnover. Product/Service knowledge is inconsistent – this will hurt them as chain dealers get more sophisticated. POS: Bottom line, a mess, and controlled by whomever is promoting at that time. Conflicting consumer messages surely means that consumers aren’t getting it. Who’s currently winning the battle? DTAC (DPrompt) rules in downline trade. They are extremely aggressive and have made it one of their core marketing initatives. Orange is emerging as a strong second AIS is falling behind. Hutch now enters the mess. What’s Dprompt’s Success Formula? Hunger for the business with lots of promotions and product options Single, consistent message, repeated over and over again in easy to understand (but deliberately unclear) visuals Recently: “Baby SIM” used as entry point for undecided consumers Other Observations (Orange) Generic phone backing cards look a bit lonely. Retailers should be given tools to promote phones Many retailers complained about tariffs on posters as being difficult to read. How can we improve here? Create innovative POS that’s intrusive and in the face of the consumer in a different way. Avoid the poster bomb unless you have a DTAC budget t