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1、 Favor the brands that bring the highest profits; Limited knowledge in marketing and management nEmotional Business is more or less private enterprise Business is operated with few supports Manufacturers are seen as “renters” who do not help in the actual sale of products nImplication Care about pro
2、fit, need support light-hearted and free; ride fashion trends and build personal image. nImplication refine the relationship having economic pressure, currently very expensive. price and virtual offers are the main factor in choosing products shortcomings (unable to solve astigmatism and can not be
3、worn overnight) belong to the category, No market leaders that stand out to consumers; Low consumer knowledge, although contact lenses are high technology goods nEmotional no personal care no relevant products and service nImplication need individual service End-user status usage and attitude B Both
4、 setup the rule of “EyesCare” Club & AgendaConfidentialConfidential Contents Work Schedule Business Imperatives and Opportunities Description of Project Function Our Strategy & implementation Process Phase 2 : Set up On-line Club Phase 1 : Set up Off-line Club 2000 DM Program Prospect Cooperation wi
5、th Myweb Team profile Budget & AgendaConfidentialConfidential Work Schedule B&LO&MMyweb Time Build Key Channels Setup off-line Database System Setup Web TV in Channel and Training Setup Web Site Offline D M Club Opening Mar Feb Jan Apr May Binder Mailing Setup On-line database system Club promotion
6、Phase 1 Phase 2 & AgendaConfidentialConfidential Contents Work Schedule Budget Business Imperatives and Opportunities Description of Project Function Our Strategy & implementation Process Phase 2 : Set up On-line Club Phase 1 : Set up Off-line Club 2000 DM Program Prospect Cooperation with Myweb Tea
7、m profile & AgendaConfidentialConfidential Phase one Budget nProject Management RMB 300K nSetup Database Install I-bridge RMB 300K Analyze Exist DB users RMB 200K Setup Channel DB RMB 100K Database Management RMB 200K nFirst Off-line DM CampaignRMB 600K nBinder MailingRMB 1290K ( See Appendix four )
8、 TotalRMB 2990K & AgendaConfidentialConfidential Phase two Budget nProject Management RMB 200K nSetup web site Strategy and ConceptRMB 200K Creative designRMB 600K Tech designRMB 400K nPromotionRMB 600K TotalRMB 2000K WebTVRMB 1200K & AgendaConfidentialConfidential Build Key Channels Appendix One &
9、AgendaConfidentialConfidential Build Key Channels - WebTV set up nHardware Setup TV + Web Box + Telephone Line nSoftware Setup Choose Key B&L Seller in Key Channel Uniform of Key B&L Sellers nMerchandising Whole Web Posters Leaflets nTraining Set up (1day) On line Q&A Support Sales Appendix One & Ag
10、endaConfidentialConfidential Offline Reminder Appendix One & AgendaConfidentialConfidential Set up on-line club - Overview Products Info Campaign “Eyes Care” Institute Self-Interested Area Campaign Report Community Myweb: EyesCare Club Appendix Two & AgendaConfidentialConfidential Set up on-line clu
11、b Contents Entitled Personal Points Stored Demo Channel & End-user Personal Equivalent Advice Channel & End-user Point Calculator Channel Changing relevant persons points for every purchase and exchange Campaign Explanation Point Storing Demo Point Equivalence Offer Exchange Order System Appendix Tw
12、o & AgendaConfidentialConfidential Set up on-line club Contents Entitled Explanation Channel Suitable Products for right target New R&D Result Channel Strategy for Each Product Channel Personal Product Advice End-user User Manual End-user Products Info Regular Combination New Appendix Two & AgendaCo
13、nfidentialConfidential Set up on-line club Contents Entitled Special News Channel Talking to colleagues Channel Asking Specialists Channel Personal Product Usage Tips End-user Eye Problem Advisor End-user “EyesCare” Institute Contact using tips “EyesCare” advisor Personal ophthalmic doctor Appendix
14、Two & AgendaConfidentialConfidential Set up on-line club Contents Entitled Interest Ranking Channel & End-user Personal Interested Information Channel & End-user Storage (Auto) Self-Interested Area Suggestion of Information Fields and Links (fashion, sports, dressing,travel) Newsletter Link to personal mail box Appendix Two & AgendaConfidentialConfidential Set up on-line club Contents Entitled BBS: View and Publish Channel & End-user Sales Superstar Experience Channel Personal Experi
