Qishu.com , the fastest update of Lu Feng Jiang Xiaoyan!
There are not many people in the communications company. The entire company totals more than 300 people. They are only responsible for the pager product, which includes marketing, advertising, sales channels, etc. They also need to interface with the marketing department. All they do is product design.
, advertising design, market pricing, and brand marketing aspects.
It can be said that the communication company is a subsidiary that relies on the marketing department. Now the mobile phone business is mainly dominated by the communication company, and the marketing department has become a facilitator. How can they be unhappy?
When Du Guoying was having an internal meeting, he couldn't help but smile, and the entire internal atmosphere of the communications company reached its peak.
In the evening, Lu Feng parked his car downstairs and went upstairs. No one in the entire company was off work. He looked like he was in full swing. He knocked on the door of Du Guoying's office. Seeing that he was still busy, Lu Feng said, "How are you doing?"
?”
"Mr. Lu, why are you here?" Du Guoying stood up hurriedly and said: "We have been working overtime these days. If you don't come to me, I still want to find you. I have good news."
Lu Feng sat on the sofa and asked, "What's the news?"
"It's about mobile phone promotion. I recently contacted the advertising department of the Spring Festival Gala through the person in charge of the film and television media company. This year's Spring Festival Gala still lacks a sponsor. It is expensive, but it will definitely have a great influence across the country." Du Guoying sat down and said.
: "I discussed it with Mr. Zhu, and he thought it was not appropriate to invest so much in advertising now that the product has not been launched yet."
"Spring Festival Gala? Is it the advertisement for the twelve o'clock time? Wasn't that advertisement sold half a year ago?" Lu Feng wondered.
"It's either telling the time on time, it's sponsorship, or it's the host saying a few words when announcing the show. They stipulate that it should not exceed fifteen words, one word is one million, and it should be mentioned once every two programs. I think it can greatly enhance the brand power of next year's products.
When it goes online, it can be designated as the designated supplies for the Spring Festival Gala." Du Guoying said.
Lu Feng nodded slightly and asked, "I came here today just to see what kind of people you plan to position your mobile phone for and the direction of advertising and marketing."
After hearing this, Du Guoying stood up, picked up the landline and made a call: "Ask all department heads to come to my office."
Ten minutes later, thirteen or four people crowded into the office. Everyone looked at Lu Feng. They all looked quite restrained. It was obvious that the boss had come to inspect the work.
"Don't be nervous, just find a place to sit." Lu Feng said to them.
Du Guoying said to one of the men in his forties: "Old Zhou, please introduce to Mr. Lu the positioning of the mobile phone brand."
"Hello, Mr. Lu, we have collected a lot of market information in the past six months. From last year to now, the mobile phone market has expanded rapidly in China, dominated by Motorola and Nokia. Products such as Mobile Phones are rapidly exiting the market. Among them, Motorola's market
It has the largest share, with a monthly sales volume of 10,000 units, and a unit price of about 8,000 units. Nokia also sells 7,000 units in a single month. The overall market shipments per month are about 25,000 units."
"Based on the comprehensive judgment of the market, we believe that 1996 will be the explosive year of mobile phones, and the overall sales volume will reach more than 50,000 units, or even more. The current mobile phone market is still dominated by business. Taking Nokia as an example, their
The profit is about 40%, and Motorola is about the same."
"Compared with these two companies, we don't have much profit margin, so we plan to position our products as high-end products, mainly high-end business products."
"The price can't be too high!" Lu Feng asked Du Guoying: "You have done so much market research, you must understand one truth, that is, if you follow other people's theories, you will never surpass them."
Du Guoying nodded as if he didn't understand. There were people at the scene who took out notebooks and took notes in their hands.
"Everyone now knows that mobile phones are used for business. In this field, you can never surpass the two giants Motorola and Nokia. A few days ago, Zhu Lidong was talking to people from the province and the Post and Telecommunications Group. I told him at that time
He came up with the idea of opening a free line to make calls. What does that mean? It doesn’t mean that calls are free, but that one mobile phone number can be bundled with several mobile phone numbers, and calls between these mobile phone numbers are free.
." Lu Feng said to the crowd: "Have you opened your mind?"
Free is always the most attractive and the most expensive.
"The boss needs business negotiations and communication, but their life is not just work, but also life. Think about it, if you want free calls, can't you just buy one?" Lu Feng guided the crowd.
Du Guoying was the first to react, patted his thigh with his hand and said, "Second wife!"
Everyone present was stunned, and Lu Feng did not react.
"Who among the big bosses today doesn't have a second wife? Business is work, and a second wife is life. Mr. Lu, you are so awesome." Du Guoying said with shining eyes: "This is definitely a selling point."
Lu Feng looked at him slightly embarrassed and said, "I'm thinking about my wife."
Some people at the scene couldn't hold back their laughter. Du Guoying smiled awkwardly and said: "No one spends money on their wives now. A mobile phone costs 7,000 to 8,000 yuan, and it must be given to the second wife. This consumer relationship is so good, and the consumption of both sexes will always be the same."
The best track, but the premise is that the condition of free phone calls can be met."
Lu Feng didn't have much to say about this market positioning. After all, it is indeed impossible for ordinary people to spend a year's salary to buy a mobile phone. The biggest consumption power lies with the boss.
"When setting prices, we must target the largest group in the market. Those with big bosses who don't have many people must target the group with an annual income of 30,000 to 50,000, that is, the middle class. For them, spending more than two months
It is still possible to buy a mobile phone with your salary." Lu Feng said to the crowd: "It is very important to give the product a sense of petty bourgeoisie's superiority."
"What is the terminal market price?" Du Guoying asked.
"What's the approximate cost?"
"This depends on sales volume. If we can sell 50,000 mobile phones per year, the cost can reach 6,000 yuan. The main reason is that the 2G signal motherboard costs more than 1,000 yuan. Other buttons, screens, batteries, and chargers
A series of domestic prices are not cheap, and the cost can be reduced after scale. However, the biggest cost is the cooperation with the Posts and Telecommunications Group." Du Guoying thought for a while and said: "It depends on how Mr. Zhu negotiates with them.
."
"First set a price of 6,800, and I will negotiate with the Postal and Telecommunications Group." Lu Feng said solemnly.
A group of people talked from product positioning to cost accounting until after nine o'clock in the evening. If 100,000 mobile phones can be sold every year, the cost of the mobile phone will be less than 3,000 yuan. But if it cannot be sold, the cost will go up. At the same time, it will also cost
It has a very close relationship with the Post and Telecommunications Group.
The Guangzhou Post and Telecommunications Group proposed that Jiafeng should bear part of the cost of the newly added signal towers and various lines. In addition, if it offers free calls, the other party will definitely be angry. These are all hidden costs.
At around ten o'clock in the evening, Lu Feng drove home. Before leaving, he told Du Guoying that the advertisement for the Spring Festival Gala could be published, and the price was set at 6,800. He did not expect the mobile phone to make money, as long as it could be sold, all the other things would be
Accessories can bring back a lot of profits.
He mainly focuses on quantity. As long as he can measure up, he has plenty of ways to make money!
Jiang Xiaoyan had already gone home. She was sitting on the sofa watching TV and yawning. She glanced at Lu Feng and said, "Haven't the board meeting been over? What are you doing again?"
"I just have endless meetings, what can I do, steal people!" Lu Feng slumped on the sofa and asked, "Aren't you still asleep?"
"I just want to see what kind of person someone can steal back." Jiang Xiaoyan turned off the TV, stood up and walked upstairs, saying, "When you go back to your hometown, take Duoduo with you and leave me alone here.
Have a quiet New Year."
"I can't take her with me, so I have to go to Jiangsu first. Are you really not going back for the Chinese New Year?" Lu Feng stood up and followed her, asking, "It's been two years since I went back."
"If you don't go back, I know what it's like to go back. If you don't want to take her with you, just stay with me." As Jiang Xiaoyan spoke, she went into the house and lay down.
Lu Feng took off his clothes, got on the bed and sighed, "Okay!"
The mobile phone business is the goal of the entire group. Cooperation between the marketing department and the communication company must be strengthened. Lu Feng also knew that Du Guoying came relatively late and his position in the group was not high enough, so he pulled Zhu Lidong, Liucheng, and Du Guoying.
Came here and held meetings for several days in a row.
In this battle of mobile phones, we can only win, not lose!
No matter what happens inside the board of directors, the domestic mobile phone market must prosper. Lu Feng repeatedly emphasized at the meeting that even if Jiafeng is torn apart next year and he ends up being eliminated, domestic mobile phones must also prosper.
They need to cultivate the status of domestic mobile phones in the hearts of consumers. Even if they collapse and start a business again, the environment will be much better. Let them not think too much. Don't think that if they do well today, they may be kicked out tomorrow.
thing.
At the meeting, Lu Feng also specifically emphasized the issue of middle and high-level management, especially the frequent contact with Gudley, and those who spread some messy remarks within the group should be fired when necessary. In special times, the methods cannot be soft.
On December 28th, the weather had completely turned cold, and it was snowing heavily in the north. Almost everything that should be done in the company was done. Lu Feng held meetings in the company for more than ten days in a row, and Gudley gave several instructions to the directors.
The bureau reacted and he interfered with the management.
No matter whether he cursed openly or secretly, it could not change the situation. Lu Feng felt that it was time for him to set off, but before he set off, he had to make a harassing phone call!