1993 Glamour at a Glance

Chapter 50
It's not because of the name, the logo, the catchphrase, or the catchphrase on this advertisement picture.

It is because these slogans seem to be introducing this advertising company to them.

Taking out this plan, judging from the cover and title page at present, it can be seen that the other party attaches great importance to it, and can also see the other party's professionalism.

At this time, other people saw these and chatted one after another: "Hey! Interesting!"

"What Feisi? It sounds bad luck!" Some people frowned.

"Don't you understand? Fei Si, foreign language! The meaning of face! People rely on clothes and horses rely on saddles, I think it's very good!"

Yuan He and Yuan Kun did not listen to their discussion, but had already seen the content behind it.

The first is to introduce the CI theory, and then analyze the case of the sun god.

An unremarkable company with annual sales of only 500 million yuan has increased its sales nearly 5 times in just 200 years since it designed a new image and put it into marketing.

Yuan He and Yuan Kun knew about this company, after all, it was a star company in recent years.

But why they succeeded, what is the CI theory, why the Sunshen Group invested a large amount of money in advertising and marketing, and how it works, Yuan He and Yuan Kun know very little.

Song Yang started with a successful case, expounding the theoretical basis of professional advertising, which impressed them: building a brand is very important and effective.

Needless to say, otherwise they would not have paid for the brand name.

And then, Song Yang introduced more clearly: the name was chosen, the slogan was set, and it was just the beginning.

After determining the brand image, Helios only did a good job in brand promotion, and achieved amazing results.But in fact, what goes further is to allocate resources and funds based on the internal and external environment of the enterprise, and carry out a series of business strategies and business planning plans.

Song Yang gave it a name that township entrepreneurs like Yuan He and Yuan Kun might understand more easily: five-year plan for enterprise development.

Five is just a false finger, and more importantly, this concept called "whole case planning" in the professional title is to solve not only the short-term performance problems of the company, but also the long-term management problems of the company.

There is only one goal: the building of a truly well-known brand is not only short-term popularity, but also a long-term, more professional, more standardized, and more systematic business support.

Then there was another case, this time with the globally renowned brand Nike.From focusing on running shoes, to expanding the concept of the brand to the field of sports, influencing young people through sports stars and sports events, and then expanding to the field of outdoor sports products, the image of the brand's "challenge" and "vitality" has always been consistent.

But at the same time, investment in technology research and development, inventory control system, and continuous brand image marketing are also key.

The case analysis in this part is only used for more advanced planning of the whole case.

Next, it comes to the special analysis of Weifang Woolen Garment Factory.

Advantages, disadvantages, challenges, opportunities, SWOT analysis method is professional and in-depth.

Politics, economy, society, technology, the updated PEST analysis further made them think about the factories and industries they are most familiar with.

Later, Song Yang only explained his interpretation of the Provis brand, and suggested that Weifang Woolen Garment Factory should further expand its group customization business while further creating a high-end suit consumer brand around business wear, and expand to more in the future. sub-category, but always try to occupy the high-end price market.

Several supporting brand image marketing strategies are also suggested, including TV advertisements with wide spread, sponsoring TV hosts' clothing, using well-known celebrities as image spokespersons, and establishing a consumer brand store system, etc.

It cannot be said that there is no content, after all, such a thick booklet.

It can only be said that the meaning is still unfinished, and it is obviously not worthy of so much content in the whole case planning mentioned above.

It took Yuan He and Yuan Kun 20 minutes to read the booklet.

"Did they personally send someone to deliver it?"

"Yes, this is his business card."

"...Song Yang, planning director..." Yuan Kun held it in his hand and looked at it, then looked at Yuan He, "Brother?"

"Including this plan, choose ten plans first!" Yuan He made a decision and stood up first, "I'll go there first, you can come and continue chatting with him later."

At this time, someone saw him moved, and quickly reminded him: "Director, someone from Mr. Jiang's side said hello..."

Yuan He nodded, and said calmly, "I know."

Yuan Kun anxiously told them to narrow down the scope first. Among the more than 100 proposals, most of them were easy to find.

Among the remaining more than 20 proposals, state-owned companies, the first batch of regular and well-known private advertising companies that have just been approved, and some very eye-catching names and logos, after all, there are still ten left behind in the rush. Two plans.

Yuan Kun just took a total of thirteen proposals and walked to Yuan He's office.

The office building is actually not that big. There is only one reception room and one conference room. Normally, it is Yuan He's office that actually receives guests and leaders.

After entering the door, Yuan Kun couldn't help but widen his eyes when he saw the young man in front of him.

The young man in the ad picture is himself?

"Let me introduce, this is Yuan Kun, our deputy factory director."

Song Yang stretched out his hand directly: "It's a pleasure to meet you."

Although the other party is a woman, she is not young, and Song Yang's movements are also neat and easy, which only looks very professional.

After shaking hands with him, Yuan Kun asked unexpectedly: "Director Song is from Lu Province?"

"To be precise, I am from Uyghur, from Zhushi." Song Yang has achieved his goal of meeting the decision-maker, and now he feels relieved, "I am also very clear about how your factory got here all the way. An employee of the No. [-] Cotton Spinning Factory in the city."

"Director Song is young and promising, did you come up with this plan?" Yuan Kun sat down and asked, "I haven't heard of Sun Advertisement before..."

"At the beginning of the year, Yanjing obtained the first license for a private advertising company, and we are in the process of applying for it." Song Yang did not shy away from this point. This is the era of Vientiane renewal, and immediately said, "The company is just outside the west gate of Yanda University. Our Sun Advertisement is also backed by the intelligence and resources of Yanda University. Now that President Wu pushed down the south wall to encourage innovation, we started to set up this company. Because I came back from vacation and saw the news about your factory, I went to Yanjing to do this again. Bring back a plan."

The two were a little confused: "A holiday?"

Song Yangman smiled embarrassedly: "To be honest, I haven't graduated yet."

"...Are you still a student at Yanda University?"

Looking at his suit and leather shoes, Yuan Kun felt that the contrast was too great.

Besides, master and student Yan, is this doing business or doing research?
Song Yang confirmed this again, and then asked: "How do you two Mr. Yuan feel about our plan?"

"...I have benefited a lot." Yuan He didn't hold it, and then asked, "I don't know when your teacher will be free. I want to invite him to teach us."

Since he was a student, he subconsciously thought it was done by his teacher at Yanda University, and Song Yang was just running errands.

Unexpectedly, Song Yang said again: "I made this plan. If you have any questions, I will tell you everything. They are both fellow villagers, and I especially hope that Weifang can produce a world-class enterprise."

I'm dizzy now.

The flattery didn't knock Yuan He and Yuan Kun out, but it really made them hard to believe.

Faced with his capable manner of speaking, Yuan Kun had no choice but to ask again: "Are you really a student?"

"...Of course it is true." Song Yang solemnly assured, "But don't worry, both of you, if you really cooperate with our company in the future, you must have enough time and a professional team to perform the contract business. According to your factory's requirements , we actually only need to come up with a simpler plan. I want to show my sincerity as a fellow villager by participating in the solicitation this time.”

The content of the conversation was fine, but the two of them were still in the shock of him being a student.

With the guidance of the teacher behind the back and the resources of Yanda, it is of course reasonable that the plan is so good. Yanda is so sacred in the eyes of ordinary people.

But he said the idea was basically his.

"...It's really the waves behind the Yangtze River pushing the waves ahead." Yuan He was skeptical, this sentence was obviously just a polite way, he thought about it and said, "Director Song, from your point of view, just choose a name and decide on the purpose of the logo and slogan Not much. Although our factory is still profitable now, we can’t spend so much money to promote it like you said!”

A TV commercial now costs hundreds of thousands of dollars to shoot.To be on TV, there are still a lot of advertising costs.

Their factory is now earning hard money. Although the founders have the awareness of expanding operations and group management, their thinking and understanding cannot keep up after all.

Song Yang is not in a hurry: "Mr. Yuan, it seems that you still agree with the analysis and suggestions in our plan. Step by step, I think about it this way: if our plan can be selected this time, first of all, the bonus can be customized with a complete set. The suits are paid to us; secondly, we will use these suits to conduct a brand promotion and exhibition in Yanjing. After seeing the effect of our exhibition and sales, you will agree with us, and then consider whether to sign a long-term strategic cooperation. We will be responsible Your factory's business in terms of branding."

The brochure was given to them, and the request was also given to them.

Song Yang's confidence is very high, such a good condition, such a valuable plan, if this factory doesn't like it, it just means that their vision is not good, or there are other reasons.

As for the 5000 suits, at worst, you can go directly to them to order them. If you fail, you can also use this plan to negotiate a good price with yourself as a Yankee university student or a local fellow, without affecting your plan to sell suits and get a BP machine.

At this moment, Yuan He and Yuan Kun couldn't help but look at each other again after hearing these words.

Afterwards, Yuan He said, "Everything else is easy to say... the word Provis, isn't it a bit of a mouthful?"

(End of this chapter)