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Chapter 1117 Mobile phone product positioning
There are not many people in the communication company, and the whole company has more than [-] people in total. They are only responsible for the pager product, including marketing, advertising, sales channels, etc., and they also need to communicate with the marketing department. What they do is only product design. , advertising design, market pricing, and brand marketing.

It can be said that the communication company is a subsidiary company relying 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 in an internal meeting, he couldn't help but smile, and the atmosphere inside the communication company reached its peak.

In the evening, Lu Feng parked his car downstairs and went upstairs. No one left work in the whole company. He knocked on the door of Du Guoying's office. Seeing that he was still busy, Lu Feng said, "How is it?" ?”

"Mr. Lu, why are you here?" Du Guoying hurriedly stood up and said, "We've been working overtime for the past few 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 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 sponsorship. The price is expensive, but the influence in the country must be great." Du Guoying sat down and said : "I discussed it with Mr. Zhu. He thinks that the product hasn't been launched yet, and it's not appropriate to invest so much in advertising now."

"Spring Festival Gala? Is it the ad for the twelve o'clock time teller? Wasn't that ad sold half a year ago?" Lu Feng wondered.

"It's not about telling the time on time, it's about sponsorship, it's about mentioning a few words when the host announces the curtain. They stipulate that there should be no more than fifteen words, one million words, and mention it once every two programs. I think it can greatly enhance the brand power. Next year's product When it goes online, it can be said to be the designated item for the Spring Festival Gala." Du Guoying said.

Lu Feng nodded slightly, and asked, "I'm here today to see what kind of people you plan to target your mobile phone at, and the direction of advertising and marketing."

After hearing this, Du Guoying stood up, picked up the landline and made a call: "Let all the department heads come to my office."

Ten minutes later, the office was crowded with people number [-] and [-], and everyone looked at Lu Feng one after another, all of them seemed quite restrained, obviously the boss came to inspect the work.

"Don't be nervous, find a place to sit." Lu Feng said to them.

Du Guoying said to one of the men in their forties: "Old Zhou, please introduce the positioning of the mobile phone brand to Mr. Lu."

"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, with Motorola and Nokia as the main players. Products like Big Brother are rapidly leaving the market. Motorola's market It has the largest market share, with a monthly sales volume of [-] units and a unit price of around [-] units. Nokia’s monthly sales volume is also [-] units. In the overall market, the monthly shipment volume is about [-] units.”

"Based on the comprehensive judgment of the market, 1996 will be the explosive year of mobile phones, and the overall sales volume will reach more than [-] units, or even more. The current mobile phone market is still dominated by business. Take Nokia as an example. Their The profit is about [-]%, and Motorola is about the same."

"Compared with these two, we don't have much profit margin, so we plan to position the product as a high-end product, mainly for high-end business."

"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, follow other people's theories, and you will never surpass them."

Du Guoying nodded his head half-understood, and someone at the scene took out a notebook with notes in his hand.

"Everyone now knows that mobile phones are used for business. In this track, you will never be able to surpass the two giants Motorola and Nokia. A few days ago, Zhu Lidong talked with people from the province and the Post and Telecommunications Group. I gave He raised an idea, can you open a free line for making calls? What do you mean? It doesn’t mean that calls are free, but a mobile phone number, which can be bundled with several mobile numbers, and calls between these mobile 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 only work, but also life. Think about it, if you want free calls, can't you just buy one?" Lu Feng guided everyone.

Du Guoying was the first to react, slapped her thigh with her hand and said, "Mistress!"

Everyone present was taken aback, but Lu Feng didn't react.

"The current big boss, who doesn't have a mistress? Business is work, and mistress is life. Mr. Lu, you are too good." Du Guoying's eyes glowed: "This is definitely a big selling point."

Lu Feng looked at him with a little embarrassment and said, "I'm thinking of my wife."

Someone at the scene couldn't help laughing, Du Guoying smiled awkwardly and said: "No one spends money on their wives now, a mobile phone is seven or eight thousand, and it must be given to a mistress. This consumption relationship is too good. Sexual consumption will always be The best track, but the premise is that the condition of free calls can be achieved."

Lu Feng has nothing 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 is still on the boss.

"When setting prices, we must target the largest group in the market. If there are not many big bosses, we must target the group with an annual income of [-] to [-], that is, the middle class. For them, it will take more than two months. It is still possible to buy a mobile phone with a salary." Lu Feng said to the crowd: "It is very important to give some petty bourgeois a sense of superiority in products."

"What is the price in the terminal market?" Du Guoying asked.

"What is the approximate cost?"

"It depends on the sales volume. If we can sell 2 mobile phones a year, the cost can reach [-] yuan. The price of the [-]G signal motherboard is more than [-] yuan. Other buttons, screens, batteries, and chargers A series of domestic prices are not cheap, and the cost can be reduced after scale, but the biggest cost is the cooperation with the Post and Telecommunications Group." Du Guoying thought for a while and said: "It depends on how Mr. Zhu talks with there. .”

"Let's set a price of [-] yuan first, and I will discuss with the post and telecommunications group." Lu Feng said in a deep voice.

A group of people chatted from product positioning to cost accounting until after nine in the evening. If [-] mobile phones can be sold every year, the cost of the mobile phone will be less than [-] yuan, but if they cannot be sold, the cost will rise. It has a very big relationship with the Post and Telecommunications Group.

The Post and Telecommunications Group in Guangzhou proposed that Jiafeng should bear part of the newly added signal towers and various line costs. In addition, if the free call is proposed, the other party will definitely talk loudly. These are hidden costs.

After ten o'clock in the evening, Lu Feng drove home. Before leaving, he told Du Guoying that the advertisements for the Spring Festival Gala can be published, and the price is set at [-]. He doesn't expect the mobile phone to make money. Accessories can bring back a lot of profits.

The main thing is to take the amount, as long as the amount is 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, "Isn't the meeting of the board of directors over, what are you doing now?"

"I just can't finish the meeting. What can I do? Steal someone!" Lu Feng sat on the sofa and asked, "Aren't you sleeping?"

"I just want to see what kind of person someone can steal back." Jiang Xiaoyan turned off the TV, stood up and walked upstairs, and said, "Bring Duoduo with you when you go back to my hometown, and let me stay here alone." Have a quiet year."

"I can't take her with me. I have to go to Jiangsu first. Are you sure you won't go back during the Chinese New Year?" Lu Feng stood up and followed, and asked, "I haven't been back for two years."

"No, I know what it's like to go back. If you don't want to take her with you, just stay with me." Jiang Xiaoyan went into the room and lay down while talking.

Lu Feng took off his clothes, got on the bed and sighed, "Okay!"

The mobile phone business is the goal of the entire group, and the marketing department and the communication company must strengthen cooperation. Lu Feng also knew that Du Guoying came late, and his position in the group was not high enough, so he brought Zhu Lidong, Liu Cheng, and Du Guoying to the top management. Come over and hold meetings for several days in a row.

In the battle of mobile phones, you can only win, not lose!
No matter what the situation in the board of directors is like, the domestic mobile phone market must be prosperous. Lu Feng repeatedly emphasized at the meeting that even if Jiafeng falls apart next year, and he ends up being eliminated in the end, domestic mobile phones must also rise.

They need to cultivate the position of domestic mobile phones in the hearts of consumers. Even if they are bankrupt, the environment will be much better if they start their own businesses again. Let them not think too much, and don't think that if they do a good job 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 Gudeli. Regarding the dissemination of some messy remarks within the group, he should be fired as soon as possible. In special times, the means should not be soft.

On December [-]th, the weather had completely turned cold, and there was heavy snowfall in the north. The company had already done almost all the things that should be done. Lu Feng held meetings in the company for more than ten consecutive days. Gu Deli told the director several times Bureau reaction, he interfered with management.

No matter whether it is openly or secretly cursing, it can't change the situation. Lu Feng feels that it is time for him to leave, but before leaving, he has to make a harassing phone call!

(End of this chapter)