Marketing promotion strategy report
165438+20041October 8
Beijing Zhongyuan
Aobei building task force
1, SWOT analysis of the project
Advantages of 1. 1
Located in the center of the Olympic Games.
Chunbanlou residential small community
Household central air conditioning and enclosed three-dimensional garage
Quasi-existing home sales
The supporting facilities in the region are relatively complete.
1.2 disadvantages
Prices hit a new high in the region.
The sales environment is chaotic.
At present, the surrounding traffic conditions are not ideal.
The sales office is separated from the project site.
1.3 opportunity
The Olympic theme has brought more appreciation space for this project.
The overall supply in this area is not large.
Municipal and supporting facilities will be gradually improved.
1.4 threat
Traffic improvement time to be determined
The gradual cooling of Olympic real estate
The above is the SWOT outline analysis of this project. Through the complementarity of opportunities and disadvantages, threats and advantages, the project risks can be minimized, the market competitiveness of products can be enhanced, and the perfect promotion plan of the project can be completed.
2. Sales cycle
2. 1 Description of sales cycle of Beijing real estate market
Our company believes that the timing of entering the market does not mean a fixed choice in terms of time concept, but should be determined according to the actual situation and market environment of the project itself. Therefore, the success of this project can not be achieved simply by choosing every fixed time point, but by perfecting the preparatory work in the early stage, thoroughly understanding the market economic cycle of the time period, and then cutting into the market under mature and open conditions.
Trend analysis of sales cycle in Beijing real estate market
There is obvious seasonality in Beijing real estate market sales. According to our careful investigation and in-depth analysis of regional markets and the overall trend of Beijing real estate market, the current sales cycle of Beijing real estate market starts in May every year, and then continues to heat up until 165438+ 10. During this period, the sales activities in May, June, September and 65438+ 10 are the most frequent.
2.2 Description of the promotion characteristics of this project
In June 2004, 165438+ 10, our company started to contact this project.
The main structure of the project was capped at the end of the year, and the construction period made the sales urgent.
The model room and sales office were put into use at the end of June 165438+.
At present, the chaotic situation at the project site has a negative impact on sales and will continue until the beginning of 2005.
The traffic conditions of the surrounding roads cannot be completely improved in a short time.
At the end of 2004, Datun Road was rebuilt.
Hui Ke Road was opened to traffic at the end of 2004.
The sales office is located in the North Fourth Ring Road, which is a certain distance from the project site.
2.3 Description of sales cycle of this project
The sales cycle of this project is from 65438+ in February 2004 to 365438+ in May 0, 2006, totaling 18 months. According to the above promotion characteristics and the comprehensive situation of the project itself, we suggest that the project enter the market on June 5438+February, 2004 and start selling. The specific promotion cycle can be divided into five stages: market appearance period and customer accumulation period. The specific time distribution of each stage is as follows:
Sales cycle distribution table
Sales cycle time node
Market appearance and customer accumulation period 65438+February 2004 1 to February 2005.
The first sales season is from March 2005 to June 2005.
The first adjustment period is from July 2005 to August 2005.
The second best-selling period is from September 2005 to June 2005165438+1October.
The second adjustment period is from February 2005 to March 2006.
The later period is from April 2006 to May 2006.
2.4 Description of sales tasks of this project
Sales schedule of the project
Project sales task plan completed
Number of saleable residential areas
7656 1.84m2 540 sets and 486 sets.
Sales task list
Notes on the progress of the construction period and the number of sets (sets) under the sales conditions within the periodic month.
Market outlook and customer accumulation period At the beginning of February, 2004, 65,438+,the main structure of the project was capped and the North Fourth Ring Sales Office was put into use.
Make this sales plan before ensuring the construction period and related work are in place. If there is any change, the specific situation at that time shall prevail.
In June 5438+in 2005 10, and in June 5438+in 2005, the enclosure and site packaging of the main structure of the project were completed.
In February, 2005, the sales tool of the main structure of the project was completed.
During the prosperous sales period, the facade construction began in March 2005, and the sales conditions were perfect.
Construction of the facade began in April 2005, and the sales conditions were perfect.
The construction of the facade began in May 2005, and the sales situation was good.
In June 2005, the facade construction was basically completed, and the project basically reached the state of existing houses with perfect sales conditions.
The first adjustment period was July 2005. The public parts in the building were decorated and the sales conditions were perfect.
In August 2005, the public part of the building was renovated and the sales conditions were perfect.
The second strong sales period
In September 2005, the decoration and layout of the public part of the building had perfect sales conditions.
From June 5, 2005 to 2005 10, the site layout and landscape construction have perfect sales conditions.
June, 2005165438+1October, the site layout and landscape construction have perfect sales conditions.
The second adjustment period, 65438+February 2005, passed the acceptance, met the delivery conditions and had perfect sales conditions. 14.
In June 2006, I checked in at 5438+ 10, with perfect sales conditions 18.
Check-in in February 2006 has perfect sales conditions 10.
I checked in in March 2006 and have perfect sales conditions.
By the end of April, 2006, all existing homes had perfect sales conditions.
In May, 2006, all existing houses had perfect sales conditions.
A total of 486 people
3. Promotion strategy
3. 1 customer group characteristics of this project
Work or live in the Asian Games Village area.
Working in Zhongguancun area
Pursue a quiet, comfortable, healthy and comfortable living atmosphere.
Some customers have the demand for second home purchase.
Buying a house is more rational.
There is a high recognition of Olympic real estate and regional appreciation potential.
Have certain economic strength
3.2 Project selling point combing
Located in the hinterland of the Olympic Games, the new rich metropolis center.
Advantages of the product itself
10 —— 14 slab small high-rise building
The transaction volume is moderate, with a total of 540 sets.
Living comfort of pure residence
Modern warm facade, international residence, warm and harmonious.
Soviet-style courtyard: integrated inside and outside, full of green eyes
High-end intelligent package: American household central air conditioning
Closed community management, safe and comfortable living.
Parking management: close the three-dimensional garage to save space.
Quasi-existing homes are for sale, and they are more confident in buying them.
Regional scarcity
There is more room for project appreciation.
3.3 selling point integration
Region, product, scarcity
3.4 Promotion means
Sanbanfu
Region: "Olympic hinterland, new rich metropolis center"
Product: "Glorious Olympic Committee Building"
Scarcity: "as rare as a diamond"
Seven kinds of weapons
"Moderate community, comfortable life"
"Interpretation of pure living space, private enjoyment of luxury homes"
"Home air conditioning, high quality enjoyment"
"Quasi-existing homes are for sale, and the purchase is more confident"
"Modern warm facade, international residence, full of warmth"
"Soviet compound? The exquisite life of small bridges and flowing water. "
"Closed community management, safe living place"
One move to defeat the enemy
"Mature Banlou in the Olympic Area"
3.5 Suggestions on media selection strategy
3.5. 1 media selection strategy principles
Combined with the five sales cycles and the publicity and appeal points of different cycles of the project, the media should be selected reasonably to achieve the effect of minimum cost and maximum transaction.
Media selection
Hiroshi Fujiwara (male name)
Beijing Youth Daily, Beijing Evening News and Beijing News are selected, with the semi-edition as the main part and two links as the supplement to strengthen the pertinence of project promotion.
Auxiliary media
It consists of online and professional magazines in the industry. Choose Sina.com and other magazines such as Wanfang, Real Estate, New Real Estate and Anjia to establish the image of the project and publicize its selling points.
3.5. 1 publicity mode
In the process of media promotion, relying on the advantages of products and the relative durability of major media and networks, multi-angle, three-dimensional, timely exposure and high-frequency exposure will establish market awareness and deepen market awareness. Soft-text hype increases exposure density, for example, through customer communication, soft-text publicity in the fields of project progress or culture, so as to shorten the sales cycle.
3.5.2 The cost of media selection and promotion is clear.
In order to let the market fully understand this project, the advantages of the project will be publicized through the media to show the strength of the developer. Make the market realize the high comprehensive quality of this case and break the unfavorable situation of information asymmetry in the past. The monthly promotion themes and fees are as follows:
Marketing media selection table
Media selection in the cycle month and the specific amount of media appeal points.
Market outlook and customer accumulation period: June 65438+February 2004, Beijing Youth Daily, full-page hard and wide with soft articles.
The first edition of the property market has obvious regional advantages.
Product scarcity and appreciation potential of 420,000
June 5438+ 10, 2005 "Beijing Evening News" half-page hard-wide with soft text.
Beijing Youth Daily Half Edition Hard Wide with Soft Text
The geographical advantage of the first edition of Wan Fang's inner page is obvious.
Product scarcity and appreciation potential of 420,000
In February 2005, Beijing Youth Daily (Half Edition) was written in both soft and hard languages.
"Beijing News" Half Edition Hard Wide with Soft Text
The first edition of the property market reflects and advertises the uniqueness of 400,000.
The second edition of Beijing Youth Daily in March, 2005 was semi-hard and wide.
Half-page of Beijing Evening News is hard, wide and soft.
The uniqueness and project privacy of household central air conditioning, an indoor soft-text product of new real estate, is 420,000 yuan.
In April 2005, Beijing Youth Daily (Half Edition) was written in both soft and hard languages.
Half-page of Beijing Evening News is hard, wide and soft.
The uniqueness of household central air-conditioning products and the privacy of the project are 420,000.
In May 2005, Beijing Youth Daily was published twice and a half times.
"Beijing News" Half Edition Hard Wide with Soft Text
Sina.com's packaging scheme flaunts high-grade modern community environment (external surface of buildings, aluminum-clad wooden windows, community gardens) 44.
In June 2005, the full page of Beijing Youth Daily was hard and wide.
Half-page of Beijing Evening News is hard, wide and soft.
The inside pages of the Property Market are hard and wide.
Sina.com's packaging plan advertises 640,000 high-grade modern residential environment (building external walls, aluminum-plated wooden windows, residential gardens).
Flat sales period In July 2005, the second edition of Beijing Youth Daily was semi-hard and wide.
The first edition of "Ten Thousand Rooms" has 620,000 pages, which combines the popularity of soft articles with the maturity of regional markets.
In August, 2005, the half edition of Beijing Youth Daily was hard and wide.
Half-page of Beijing Evening News is hard, wide and soft.
"Anjia" has 620,000 sets of best-selling soft-text projects with hard and wide cooperation and a mature integrated regional market.
The second best-selling period was in September 2005, and Beijing Youth Daily was published twice and a half.
The inside pages of the Property Market are hard and wide.
"SiNa. Com "packaging scheme advertisement" One board is the best in the world "is 550,000 in golden autumn.
June 2000, 65438+ 10, Beijing Youth Daily, twice and a half.
The half edition of Beijing Evening News is hard and wide.
"SiNa. Com "packaging scheme advertisement" One board is the best in the world "is 550,000 in golden autumn.
In June, 2005, 165438+ 10, Beijing Youth Daily was published twice in hard version.
The second and a half edition of Beijing Evening News is on sale in the existing home of Hard Plaza.
Creative integration of privacy
440 thousand
Second adjustment period
In 2005, 65438+February 103.9, the radio advertisement lasted for 5 days.
The half edition of Beijing Evening News is hard and wide.
There is a hard version and a wide version of the soft text in the property market, which is the opposite of the sale of existing homes.
Private creative integration 400 thousand
2006 65438+ 10 month 103.9 radio advertisement 10 day.
The whole page of Beijing Youth Daily is hard and wide.
The inside pages of the Property Market are hard and wide.
Existing home sales are the opposite.
Private creative integration 400 thousand
February, 2006 103.9 Radio advertisement for 6 days.
The whole page of Beijing Youth Daily is hard and wide.
The inside pages of the Property Market are hard and wide.
Existing home sales are the opposite.
Private creative integration 400 thousand
March 2006 103.9 radio advertisement for 6 days.
The whole page of Beijing Youth Daily is hard and wide.
The inside pages of Wan Fang are hard and wide, but soft.
Existing home sales are the opposite.
Private creative integration 400 thousand
Industry Soft Text of New Real Estate in Late April 2006
The whole page of Beijing Youth Daily is hard and wide.
"Beijing News" Half Edition Hard Wide with Soft Text
"Existing homes stay in private luxury houses"
480 thousand
In May 2006, the full page of Beijing Youth Daily was hard and wide.
Anjia's inner page is hard and wide, and soft.
"Beijing Evening News" Half Edition Hard and Wide "Existing Houses Stay in Private Mansions"
480 thousand
A total of 8.5 million
3.6 Price strategy
3.6. 1 Principles for setting project prices
Proceed from the actual situation of each unit of the project;
Fully consider the profit return of developers;
Closely contact the project progress;
Combine the project sales strategy with the project sales expectation.
3.6.2 In this case, the price strategy of "flat driving and high walking" shall be implemented.
In the whole promotion process, the price of real estate products will continue to rise with the progress of the project and combined with different sales stages, which will put some pressure on customers and urge them to make a deal as soon as possible, and also play a certain stabilizing role for customers who buy houses in advance.
According to the above situation, the price will often make some concessions at the opening or subscription stage, leaving a reasonable space for the later price increase.
If the price is too high during the market appearance and customer accumulation period, there will be potential risks of damaging the market, and it will also have a certain degree of negative impact on consumers' purchasing confidence, reputation and image of the project. If it fails, the situation will be extremely difficult to reverse.
In order to ensure the safe operation of the project, it is suggested that the price strategy of "flat opening and high walking" be implemented in this project.
The specific price in the later period and the increased unit price will be appropriately adjusted according to the actual market situation.
4. Promotion plan
4. 1 promotion main line
Market performance and customer accumulation period (65438+early February 2004-February 2005)
This sales cycle is intended to push the project to the market, enhance the market awareness of the project, attract the attention of the target customers, and thus achieve the purpose of accumulating effective customers. In terms of promotion, focus on publicizing the macro advantages of the project, that is, regional advantages and main product advantages, so that target customers can list the project as a home purchase option and lay a good foundation for the prosperous sales period.
In this sales cycle, "the hinterland of the Olympic Center, Xinfu Metropolitan Center", "noble Olympic banlou" and "diamond-like rarity" are the main publicity themes at this stage. Through these three themes, people's attention is aroused, the advantages of the project are publicized, and the project gradually establishes an image in the market, attracting the attention of people in the industry and customers. Establish a high-grade product image in the project.
The first peak sales season (March 2005-June 2005)
At this stage, auxiliary media are mainly used to fully display the selling points of the project, so as to fully show the advantages of the project to the market and induce customers' desire to buy. At present, the promotion themes are "moderate community, comfortable life" and "interpretation of pure living space, private enjoyment of luxury houses" and "home air conditioning, high-quality enjoyment", which mainly highlight the quality of our project from three aspects: community scale, pure residence and intelligence, so as to make the project promotion clear.
The first adjustment period (July to August 2005)
After entering the adjustment period, the promotion will be weakened. At this stage, we only need to continue to publicize the selling points of the project products according to the progress of the project cycle, accumulate new customers through promotion, and promote the transactions of old customers at the same time. At this stage, the promotion theme is "quasi-existing houses are sold, and buyers are more at ease" and "modern warm facade, international residence, full of warmth"
Second best-selling period (September 2005-165438+1October)
At this stage, the image and products of the project have been well known by the market. With the completion of the garden landscape and the improvement of the image on the spot, a new round of sales peak will be set off through centralized publicity. The promotion theme at this stage is "Soviet quadrangles?" Exquisite life with small bridges and flowing water ","closed community management, a place to live "
Second adjustment period (65438+February 2005-March 2006)
At this stage, the project is in the check-in phase. At this stage, most of the developers' energy is concentrated on repossession and occupancy, while the off-season of real estate sales is awe-inspiring. At this time, the promotion efforts should be reduced, as long as the occupancy is used to create momentum in the market, maintain the stable sales of the real estate and successfully complete the occupancy process.
Later period (April 2006 to May 2006)
At this stage, the pre-sale part should be moved in smoothly, and at this time it is the prosperous period of real estate sales. At this stage, taking the "mature banlou in the Olympic area" as the market appeal point can achieve the effect of defeating the enemy in one fell swoop. At the same time, the sales climax was set off, and the sales task in Weifang stage was completed, which made the project close smoothly.
4.2 Media promotion strategies at various stages
Market appearance and customer accumulation period
Advertising Promotion Purpose: As the project has no clear market image in the market, our company will promote the project to the market in the form of full-page strong visual impact in the advertising promotion in June 5438+February. The purpose of advertising promotion in June 5438+ 10 after the project clearly appeared in the market is to accumulate a large number of potential customers in a short time. In February, due to entering the off-season of market sales, the media chose soft articles with strong cooperation. The promotion effect of soft text is different from other advertisements. It is readable and can convey the advantages and selling points of the project between lines.
Advertising appeal: obvious regional advantages, scarce products and great appreciation potential.
season of sales
The purpose of advertising promotion: after the project enters the strong sales period, the promotion will immediately enter the explosive stage. The media will bring a sales boom to the project through newspapers, magazine advertisements and online media.
Advertising appeal: the uniqueness of home central air conditioning and the privacy of the project. High-grade modern community environment (external building surface, aluminum-clad wooden window, community garden).
adjustment period
The purpose of advertising promotion: after the project enters the adjustment period, the print media will be slightly lowered, and targeted direct investment media will be selected to maintain a stable sales speed.
Advertising Appeal: Integration of Project Sales and Regional Market Maturity
The second strong sales period
The purpose of advertising promotion: According to the different listing time of different projects, sometimes there may be two hot-selling stages. In the second hot sale period, we should increase the strength of print media and increase the frequency of advertising. Set off the project sales climax again in this region.
The advertising appeal in the golden autumn season: "Respect the world with one board"
Second adjustment period
The purpose of advertising promotion: According to the different listing time of different projects, sometimes there may be two hot-selling stages. In the second hot sale period, we should increase the strength of print media and increase the frequency of advertising. Set off the project sales climax again in this region.
Advertising appeal: "Existing homes stay in private luxury homes"
later period
The purpose of advertising promotion: the project can reduce the frequency of advertising investment to a greater extent by entering the existing home sales; Carry out continuous promotion activities, increase the preferential efforts of old owners and bring new customers.
4.3 Public relations and promotional activities in marketing promotion
Warm-up period from October 2004 to February 2005 in 10.
Publicity activities (1): Meeting with media reporters
Promotion purpose: to expand the visibility of the project and do a good job of customer accumulation while doing warm-up before market access.
Promotion strategy: both soft and hard
Estimated time: 5-38 June 2004+February.
In order to quickly enhance the popularity of "Aobei Mansion" in the real estate industry and market; In order to attract the attention of potential customers, it is planned to hold a "media reporter meeting" in Aobei Building. The press conference was held in February 2004 at the project site or at a specific location.
The press conference was well-prepared and well-arranged, and invited more than 0 mainstream media in Beijing/KLOC-0, reaching a consensus that the "Aobei Mansion" project will become the focus of market attention after listing, which will surely trigger a new round of residential sales climax of real estate in the Asian Olympic region.
After the press conference, major media will focus on the "Aobei Mansion" project, including 13 media including Beijing Youth Daily, Beijing Evening News and Sina.com, and mainstream TV media such as Beijing TV Station-"21century house purchase". The launch of hard and wide in the same period will definitely bring a certain amount of incoming electricity and visitors, and make the project well-known in Beijing and even the whole country.
The list of media participating in the report is as follows:
Beijing Evening News, Beijing News, Beijing Youth Daily, china construction news China Property Market, Boutique Shopping Guide, Beijing Morning Post, Beijing Modern Business Daily, Brand Times Beijing Property Market, Xinbao, Jinghua Times, Yahoo! , Focus Network, Sina.com and China Consumer News.
Estimated cost: 6,543,800 yuan+0,000 yuan.
Promotion activities (2): "Visit the model and smoke household appliances"
Promotion purpose: in the golden period of launching the model house, to promote prospective customers to clinch a deal as soon as possible and improve the sales speed.
Promotion strategy: throwing bricks to attract jade
Estimated time: June 5438, 2005+10.
From June, 5438 to February, 2004, after the construction and decoration of the model room of the existing house of the project are completed and the household appliances are fully equipped, the furniture or household appliances will be distributed to the contracted buyers in the form of lottery within the specified time (that month or June, 5438+10). Its purpose is to promote prospective customers to clinch a deal, improve the project visibility and increase the sales rate on the basis of the atmosphere of media publicity, on the premise of a certain customer accumulation in the early stage, with the launch of existing home model rooms.