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1、1Focus Is The Foundation of SuccessPreliminary Proposal to ZhaodaolePrepared by O&M Beijing in Feb 19992The Players in Internet MarketHardwareIBMHPSunCompaq3ComUSRAT&TSoftwareNetscapeMicrosoftOracleIBMAccessAOLMSNIGNHomeChinaNetChannelAOLYahooCNetExciteZDNetPointcastChinabyteSohuServiceTraditional m
2、ediaEntertainmentDirect sellersWeather forecastDow JonesExpertiseWeb designersSystem IntegratorsConsulting firmsTechnology & Economics of ScaleBranding & MarketingProfessional SkillsResourcesZhaodaoleZhaodaoleZhaodaole3The Golden Rules in Internet Market Competing in different categories require dif
3、ferent resources You need huge resources to win Firmly established in one category first, before you go to the neighboring categories Its easier for“Service”players to become “Channel”players. But its extremely difficult vice versa4“Zhaodaole”3 Major Issues Current Situation: Not yet widely recogniz
4、ed Resources are limited Wish to make profit asap to start a positive reinforcement Current Issues: Resources are seriously diluted by wishing to become “Channel”, “Service” and “Expertise” players at the same time None of the current contents has lasting competitive edge There is no strong associat
5、ion between the name “Zhaodaole” and the content/services it provides5What Should We Do?6Our Recommendations Giving up writing your own articles Giving up (gradually) the web design business Forming strategic alliances with external resources Focus yourselves to become the most professional “Channel
6、” player in China7How to turn “Zhaodaole” into the most popular web site in China?8The “Zhaodaole” Every Chinese Is Looking for Using “I Found It” as the core concept to integrate all the related services I found the apartment I found the hotel I found the restaurant I found the movie I found friend
7、s I found the job I found the employees I found the customers I found the suppliers I found myself I found .9I found Hotel!I found Job!I found employees!I found customer!I found Supplier!I found myself!I found Movie!I found friends!I found House!I found restaurant! I found ！The “Zhaodaole” Every Chi
8、nese Is Looking for10Where We Have The Greatest Added Value for You Management & Marketing Consultation Validating the new business model Set-up of the advertisement marketing system Sales training 360 Brand Stewardship Consultation Research Consultation and Coordination Advertising Public Relations
9、 Direct Marketing Media Services11In order to make every cent works much harder for you,your communications has to be very strategic and very integrated360 Brand StewardshipHaving the core “Big Idea” is only the first step12Discussion on How We Charge.Our costs are basically time costsThere is relat
10、ively little flexibility in terms of time costs, but there is huge flexibility in terms of outputHow to get maximized output with minimized costs: Plan in advance and provide clear direction and briefing Simplify the decision making process Single point of contact Integrate different communication t
11、ools to provide economics of scale for us and create cost-effective impact for you Use us where we have the biggest added-valueExternal costs (e.g. Production) will be billed at costs on project basisTime costs spent on media planning and buying will be covered by 6% media service fee on top of net
12、media costs 13How We Charge.Strategic Consultation & Planning 200 USD/hourProject Management 130 USD/hourConcept Development 150 USD/hourCopy Writing and Art Direction 130 USD/hourArtwork Finishing 70 USD/hourExternal costs (e.g. Production) will be billed at costs on project basisTime costs spent o
13、n media planning and buying will be covered by 6% media service fee on top of net media costs 14The Next StepsDiscuss and decide if fundamental business model of Zhaodaole should be changed to what we recommendedDiscuss and decide if and how we can best work together How Zhaodaole can use O&M and vi
14、ce versaValidate the new business model with the help of O&MO&M to conduct 360 Brand Stewardship and propose for 1999 Integrated Marketing Communication PlanDiscuss and decide the 1999 O&M time costs and project costs and allocate the budget accordinglyStart to implement the Integrated Marketing Communication Plan15Questions & Discussion16青苹果出品青苹果出品 必属精品必属精品http:/ / 企业管理人力资源全套企业管理人力资源全套 / 品牌策划资料品牌策划资料/行业分析报告分析报告/PPT模板模板等。
奥美Focus Is The Foundation of Success015
