Marketing Plan

--- residential central air-conditioners

Group members: 方文珠，邹燕珊，张梓虹，赖静如，胡灿林，陈璇，

余冰，李芬

3

A Brief Introduction of GP Company

Founded as to produce household electric appliances.Mainly focus on air-conditionersLimited Liability Company with around 5000 employees Technology innovation and core-competitivenessIntegrity of attitude, good technology,good servicesInternatioanl accepted stardard

Residential Central Air-Conditioners is your

best choice!!!

Why we choose it?

• cost-effective, service life are 20 years• Prevent the Air-condition Disease• Perfect appearance Of the house• Energy saving and environment friendly• Save a lot room

Dehumidification （除湿）Degraded formaldehyde( 除醛）Sends out the fragrance Alarm automatically if the air are poisonous Controlled by the soundsystem

• Potential market analysis• Market segmentation and Evaluation• Strategy for target market

Target market analysis

Potential market analysisBackground analysis:1. Private consumption rises up2. Housing structure becomes more rational3.Detached houses keep increasing

Only 12%Only 12%

More than 80%

More than 80%

Big future marketHuge potential

profit!!

Big future marketHuge potential

profit!!

Market segmentation and Evaluation

Degradation of Formaldehyde

technology

Degradation of Formaldehyde

technology

Dehumidification function

Dehumidification function

Quality& usage& taste

Quality& usage& taste

Strategy for target market

PricingThe prices of the major competitors of the same type of residential central air-conditioner.

The brand The price (RMB)

GREE 11,000~26,000

Media 8,800~23,000

Haier 9,000~18,000

Dakin 12,000~20,000

The price range from about 9,000 to 26,000.

10,000 to 16,000

The mix of an outdoor unit and two indoor units:

10,000 RMB

An extra indoor unit: 3,000 RMB

So, an outdoor unit and 4 indoor units =16,000 RMB

Price Strategy The residential central air-conditioner is comparatively new . Besides,

we need to compete with other competitors.So we will use: the skimming strategy only used by few people( rich, environment friendly, health) odd pricing

The price is not fix. The price is affected by the following factors:

The size and structure of your house or office

The material of the wire or other things used in the fixing

Distribution Channel As the economy develops fast, more and more buildings such as

modern commercial office buildings, hotels, supermarkets as well as consumers having a big demand for the central air-conditions. In order to gain the biggest beneficiary , we will choose the distribution channels as below after reflection:

1 、 Working with the real-estate developers( 房地产商 )Maybe it is the best way to sell the central air-condition by choosing to

work with the real-estate developers. In that way the air-condition could be sold when there are some people buying the houses.

2 、 Choosing several engineering companies as agentsAgents can make the products sell widely and achieve expansion

rapidly through low cost

Marketing plan 3 、 Working with the high-end home marketIt's a good choice to enlarge the market by setting some counters in high-end

home market. People can buy the central air-condition when they choose the furniture for the decoration of their house.

4 、 Sale networkAlong with the application and popularization of the Internet, e-commerce

has developed rapidly. From the Internet ,the consumers can see the effect of the air-conditions and find us directly for designing or buying the central air-conditions.

Also ,as for the company, opening its own stores and some exhibition hall will help consumers to appreciate the convenience as well as advantages of central air-conditions

Service build-up

• Pre-sale service• After-sales service

way:• Online service• 24 hours telephone enquiry • Maintenance point

Pre-sale service

• Professional designer

• Help you assess, choose, design and fix

• Time free, quick, clean and safe

After-sale service

Within six years:• Free checking and cleaning every year.• Three guarantee: Free repair, replacement and refund of

substandard products After six years:Longer the guarantee by subscribingRecycle with credit old-for-new service

Promotion: long term target1. Set up the brand image2. Coordinate with marketing strategy, in a creative and

impressive form to entry market to promote the sales volume in short order

3. Strengthen the new dealers’ faith to Commodity marketing

4. Do a good groundwork for the new product that will be produced in the future

5. Using the image of air conditioning to promote the quality Image of other home appliances

Promotion: targets in different period

• Before coming into the market promote the recognition towards product by

customers and realize the gold:50%~60%

• During coming into the market increase the recognition by customers to 80%

and push up sales

Promotion strategy

• Television

• Media report

• Twitter

Promotion strategyTelevision• Advantages :strong spread power 、 reach a vast captive audience

、 visual effect 、 close to customers’ life• Disadvantages :expensive 、 small amount of information 、 can not

control television environment• Expenses:600~1000RMB per second

Promotion strategy

Media report( newspaper 、 specialist magazine)

Advantages: universality 、 rapidity 、 pertinence 、 econo

myDisadvantages:Short life span 、 distraction of other features in

the paper and poor colorCost: from 530 to 25440

Promotion strategyTwitter• Advantagesstrong spread power 、 reach a vast captive

audience 、 many channels 、 covenantlite • Disadvantages• Low reliability 、 High Demand for style of

writing 、 amount for fans 、 Updates Fast 、 expensive

• Cost ： about hundreds of thousands

Internet Promotion

Ⅰ、 SEO （ Search Engine Optimization ）搜索引擎 优化

Ⅱ、 Video

Ⅲ、 Forum and Blog

Ⅳ 、 E-mail

Ⅰ、 SEO （ Search Engine Optimization ）搜索引擎 优化

Increase the clicks

More people know our products

Create the brand marketing

——Optimize the search engine, the product will rank ahead, customer is easier to find our goods.

Ⅱ、 Video

• Lower cost• Attract people’s attention• Build up brand’s image

Ⅲ 、 Forum and Blog

• Attract customer’s attention• Communicative• Improve the reputation

Ⅳ 、 E-mail

• Decrease the promotion cost • Highly focus on target customer.• Have a better knowledge with

potential customer