市场低迷时的品牌突破——英文版.pptVIP

Marketing At Recession Impact of recession varies by categories Cell phone is relatively least affected category Trade-off, but not trade-down Once the consumers are used to the functions, it is hard for consumers to live without that functions Consumers may get a lower price handset, but not trade down in features It is hard for a consumer to switch from a camera phone to a non-camera phone Consumers may trade down on brands with the same features Handset Brands Recession will shift the mindset during model/ brand choice Consumers are more likely to purchase all-in-one phone with enhanced features rather than upgrading one powerful features with a premium pricing Consumers tend to purchase middle-end all-in-one business phone instead of fashion/ fun phones. E71 launched as the all-in-one business phone with qwerty, it becomes the biggest hits in China. Implication Opportunities for low-end products/ local brands Captures the switch from downgrades Switch from other categories (i.e. position converged device as all-in-one to attract the low-end camera/ mp3) Defensive strategies for middle-end products/ international brands Portfolio Management Reinforce “quality = value” Force on loyal consumers Telecom Brands Telecom are more aggressive in marketing during recession Common Communication Angels Get bargains now Get more for less/ Get the same for less Bring value to you your loved ones Get Bargain Now Get more for less/ Get the same for less Bring value to you your loved ones Reference From Hong Kong Recession appears to have strong impact in Hong Kong, there are some more reference Supermarket Problem: Housewives switches from supermarkets to small convenient stores wet markets Marketing Task: Park’N shop prevent housewives trade-down to local shops Message: Park’N shop offers the lowest price even compared to small local stores, you can save time for hopping around Hong Kong Fast Food Opportunity: Consumers are switching down from