竞标方案文件范例(英文)

1Whoarewe?2TeamStructureWhatarewegoingtoachieve?4Whatwearegoingtodelivertoconsumer5It’sPremierThebiggestglasseschaininEuropeIt’sSpecializedComprehensiveprofessionaleyeexams,guaranteeIt’sSmartPersonalizedadviceabouthowtouseeyewearasanimagetoolIt’sAccessibleVariedrangeofproductsaccessibletoeveryone’sneedBriefRecapPersonalized,specialized,smart,accessibleDrivevolumesalesofitseyewearbusinessLocalownbrandstyles,uniqueforeignimportedbrandsComprehensiveprofessionaleyeexams(free),satisfactionguaranteeBuildbrandawareness80%,familiar60%,drivesalesPremier,international,professional,trust-worthyPrice300-20006Whatisthemarketlooklike?7GlassesChainCategoryMediaSpendingTrend•Categorymediaspendkeptsmoothincreasinginpastfewyears•Morecompetitorenterthemarket8DataSource:CTRAdpowerSeasonality9•ThepeakseasonineveryJan-Feb&Jul-AugduringwinterandsummervacationperiodDataSource:CTRAdpowerKeyCompetitorMediaSpend(SH)TV+PN+OOH+RD•MediainvestmentinSHmainlyfromMaochang&Wuliangcai,quitealotspendingfocusedonNP&RD.•Whilecompetitorsdidnothavebigcampaignlaunchinpastfewyears,there’sstillgreatopportunityinmediafieldMaochang茂昌Wuliangcai吴良材Sanye三叶Baodao宝岛Redstar红星ParisMiki巴黎三城Lenscrafters亮视点10DataSource:CTRAdpowerTherearealsosomesucceedbrandindifferentcategorywithsimilarposition11H&M——Affordablelocalfashion12Mostenergetic,firststopfashionbrandonthestreetEngagewithcontextualcontentTheyareasymbolofinternationallatestfashion,EnrichtheBrandExperienceEveryonewalkonthestreetcanaffordtheproductinthestoreEmpowerAdvocacyLeverageUsergeneratedcontentandBrandEvangeliststostrengthenreputationTakeapicturewithDavidBeckham——Createlocaldiscussion•BeckhamannouncedH&M’snewunderwearseriesin2011,thistimeH&MselectedaproximitymarketingstylewithinterestingOOHstyle,theeventeasilymadealocalhotspotandwaswidelyspreadinShanghaiCreativehandbagMegainductionLEDImplication14Categorytrend•Shanghaiglassescategorystillstayatabasiclevel,especiallyforoptical•Thecategorydidnotpaymuchattentiononadvertisementinpastfewyears,there’sahugemarketpotentialMediausage•InShanghai,radiowasthemostusedmediaforcompetitors,butforbettercommunicationwithconsumer,moreintuitiveandattractablemediaisnecessaryCompetitorbehavior•Competitorsusedtocommunicatewithconsumerbytwopoints:Price&Technique.•PeopleneedabrandwithmoreaffinitytoleadtheirconsumingWhoarewegoingtotalkto?15Consumerdonothaveaclearconceptaboutoptical•Shanghaiglassescategorystillstayedinaprimarylevel,peoplehavefewknowledgeaboutoptical.Infactthewrongopticalchoosingmaybeharmfulforeye’shealthy•Consumerdidnotpaymuchattentionontheireyewearaswatchandhandbag.Thereneedsomebodytostandoutforeyeweartrendleading16Whoisleadingthepurchasingtrend?17FashionIconSofapotatoAgedBusinesseliteAccuratereach-Primetarget18Mr.Xu(29)–whitecollarOpinionLeaderPeoplearoundmeoftenaskformyopinionI’dratherchooseforeignbrandevenitcostsmemoreFamousbrandcanraisemyidentityBrandconceptQualityconsumerUsedtobethefirstonetobuyproductwithlatesttechniqueIwillbuyhighqualityproductevenitcostsmemoreTheenvironmentofthestorewillaffectmyopinionConsumptionconceptStablemiddle-classincomewithgoodincome,purchasingexperienceismoreimportantthanpriceAffluentreach-Secondarytarget19Ms.Xia(22)–StudentFashionIconIhaveasmarterlookthanpeoplearoundmeI’dliketofollowpopular,fashion&novelthingsIwillpayforexpensiveproductlikefragrance&cosmeticsFashionconceptGradeconsumerIwillpayforexpensiveproductlikefragrance&cosmeticsIpreferproductwithuniquestyleI’mveryinterestintheon-saleproductinthestoreConsumptionconceptAfreshstratumwhichalwaysfollowthelatesttrendTheyhavenotheavyfinancepressureandverycareabouttheirappearanceA“Masstige”targetMassPrestige“Masstige”Aged18-40,quiteabigcrowdAcceptnewthings,chasingqualitylifestyleStablefinancestatus,goodpurchasingability20LocalMediaInsight21Shanghainesearetakingabusylifeeveryday,alsoreachlotsofmediaeveryday22HavebreakfastOnthewaytoofficeDealwithworkHavelunchwithcolleagueBreaktimeOnthewayhomeFamilytimeWatchnewsonlocalNPListento“Musicbreakfast”TimeEventMediaTouchPointMetroMediaDigitalNetworkMobileInstantMessagingTaxiMediaEDMMagazineWatchmyfavoriteTVprogramScanthelatestlocalhotspotMegaLEDMetroMediaSNSMediaOnlinevideoShanghaitimeslotTVrating•LocalTVgetthebiggestmarketshareinprimetimeRating%DataSource:ChinaNationalResidentSurvey201123ExcellentLocalProgramSystem24News&GeneralChannelSpecializednewsprogramserieslike“新闻透视”,“新闻坊”,focusonlocaleventdeepreportandreflectlivelihoodofShanghainese5StarSportsChannelUniqueresourceofmanygreatsportsmatchlivereportedbydistinctivelocalhost(Suchas“娄一晨”,“李兵”etc.),moreaccessibletomaleaudienceChannelYoungUptodateShanghaifashioninformation,event,specialtystoreintroduction&popularlifestyle,havedeepimpressionamongyoungpeopleInShanghai,malereadershipperformedbetterthanfemaletarget25DataSource:ChinaNationalResidentSurvey2008-2011DailyWeeklyVariousdaily&weeklylocalnewspaperwithdifferentbackground26ShanghaiMorningPostCirculation:700,000No.1retaildailynewspaperinSH,includetheearliestlocaldailynewsXinminEveNewsCirculation:1,100,000ThelargestcirculationnewspaperinCh