group members: zoe ， joyce ， candy, kandy hestia, valentina, ivy, sane,

Group members: Zoe ， Joyce ， Candy, Kandy

Hestia, Valentina, Ivy, Sane,

Swift( 斯威夫特有限合伙企业 )

◆Basic form: limited partnership

◆ Main product: washing machine

target market

product

price

promotion

distribution

Target market

product

Product characteristics full-automatic , time /water/electricity saving,Multi-division( an innovative one)

family :Full-time housewife& Working womenSingle and busy working: Men & women

familySingle and busy

workingFull-time housewife&Working women

Capacity: 7kgSize: 760*430*910mm

Process: 20min

Men & women

Capacity: 3kg Size: 370×400×600mm

Process: 15min

pricing strategy

penetration strategy Since our target customers are sensitive to price changes due to family budget and income concern,

the price of the products should not charge too high and should remain reasonable.

We can use penetration strategy to attract customers.

how to set the prices? sales-oriented objectives

—— the family set will be 2500 yuan,

—— the single set will be 2000yuan.

add value

educate customers

establish relationships

nonprice strategy

promotion

•Advertising•Personal selling•Sales promotion•Word of mouth

• Newspaper• Television ads• Direct mail• Ads on the Internet • Outdoor ads• Transportation ads• Specialty ads

Advertising

newspaper

newspaper is a good way to advertise as they are low in cost and can be prepared and placedwithin minimum time

TV adsPro:

Con

Present only 10 seconds’ advertisement

Avoid presenting at prime time( 黄金时段 )

★ reach a vast captive audience

★ effective

●costly

●time limit

PersonalizedEffective to reach targeted people

Be regarded as junk mail and throw away

Print more useful information on the materials that can avoid being

a junk mail

swift

——letters, fliers and cataloguesdirect mail

Set up an official website of SWIFT

Form a BBS forum for the customers or potential customers

Make full use of some communicative intermediaries

◇ Low cost◇Can be viewed and modified at any time

Pro:

ads on the Internet

——billboards, posters and electric displays…

斯威夫特 洗衣机

SWIFT

outdoor ads

Set up billboards beside

the street

Print out some posters to paste

on the wall or building if it’s legal

Contact with a transportation media company to play our

advertising video on the screen in the railway

station or post them on bus sides even the back of the

seats.

transportation ads

Specialty ads

Print the name of ourproduct on somecommodities such as T-shirts, hats, cups, umbrellas, calendar ,shopping bags.

Why ?

To establish brand awareness among our target audience.The advantage of specialty ads: 1 、 covering a wide range 2 、 mobility 3 、 improving corporate image

Find out prospective customers

Approach the prospective customers

Personal selling

Handle the objections from the customers

Make a presentation to our prospect

Follow-up

Sales promotion

•Point-of-sale displays Lotteries and sweepstakes•Coupons•Premiums•bulk buying

Point-of-sale displays Lotteries and sweepstakes

•Compare Swift with other brands of washing machines in the spot at the opening day ( time saving, water saving, electricity saving, etc.)•hold the prize-winning quiz winners can have an opportunity to enter the lucky draw. (prizes: coupons, souvenir, ect.)

CouponsUsually distributethrough media, giving discount to customer.

premiums

•Get free washing bags, umbrellas with Swift printed on it.

bulk buying

If you buy 5 units with your friends together, you will enjoy discount of 30% per one

Word of mouth

•tell your friends ,if you like it

•Viral marketing

Channels of distribution

Physical distribution

•Direct channel

•Two level channels

Modes of transportation:

truck

Direct channelDirect channelDirect channelDirect channel•Avoid dealer markups Avoid dealer markups •Avoids the higher inventory Avoids the higher inventory costscosts•Allows Allows our our Company to maintain,Company to maintain, monitor, and update a customermonitor, and update a customer databasedatabase•Allows Allows ourour Company to rapidly Company to rapidly and efficiently deliver relevantand efficiently deliver relevant technology to technology to ourour customers customers..

twotwo levellevel channelschannels

wholesalers

retailers

agent and brokers

drop shippers

store retailing: department storesnonstore retailing: virtual stores

With drop shippers, the customer orders can be tranfered to the our Manufacture company or wholesalers, then they can ship the swiftwashing machine directly to the customers.

drop shippers

Put the swift washing machine in the roof of electrical product.Compared with other product, it can show its better quality, lower price,energy conservation andFunctional Superiority

store retailing ： department stores

open a virtual store on the Internet, so that the consumer can find it on the Intenet. afterthe consumer finish a order, our store willsend it to the consumer.

Nonstore retailing:Virtual stores

a sales agent is responsible for all our swift washing machine

a broker find a buyer for the swift washing machine,After clinching a deal, the goods by swift company direct shipment to buyer

agents and brokers

• Truck

• To

customers

wholesalers

retailers

TransportationTransportation

modemode

Move the washing machines quickly and go wherever

there are roads