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1、1,Focus Is The Foundation of Success,Preliminary Proposal to ZhaodaolePrepared by O&M Beijing in Feb 1999,2,The Players in Internet Market,Technology&Economics of Scale,Branding&Marketing,Professional Skills,Resources,3,The Golden Rules in Internet Market,Competing in different categories require di
2、fferent resourcesYou need huge resources to winFirmly 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 versa,4,“Zhaodaole”3 Major Issues,Current Situation:Not yet widely recognizedR
3、esources are limitedWish to make profit asap to start a positive reinforcementCurrent Issues:Resources are seriously diluted by wishing to become“Channel”,“Service”and“Expertise”players at the same timeNone of the current contents has lasting competitive edgeThere is no strong association between th
4、e name“Zhaodaole”and the content/services it provides,5,What Should We Do?,6,Our Recommendations,Giving up writing your own articlesGiving up(gradually)the web design businessForming strategic alliances with external resourcesFocus yourselves to become the most professional“Channel”player in China,7
5、,How to turn“Zhaodaole”into the most popular web site in China?,8,The“Zhaodaole”Every Chinese Is Looking for,Using“I Found It”as the core concept to integrate all the related servicesI found the apartmentI found the hotelI found the restaurantI found the movieI found friendsI found the jobI found th
6、e employeesI found the customersI found the suppliersI found myselfI found.,9,The“Zhaodaole”Every Chinese Is Looking for,10,Where We Have The Greatest Added Value for You,Management&Marketing ConsultationValidating the new business modelSet-up of the advertisement marketing systemSales training 360
7、Brand Stewardship ConsultationResearch Consultation and CoordinationAdvertisingPublic RelationsDirect MarketingMedia Services,In order to make every cent works much harder for you,your communications has to be very strategic and very integrated,360 Brand Stewardship,Having the core“Big Idea”is only
8、the first step,12,Discussion on How We Charge.,Our costs are basically time costsThere is relatively 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 briefingSimp
9、lify the decision making processSingle point of contactIntegrate different communication tools to provide economics of scale for us and create cost-effective impact for youUse us where we have the biggest added-valueExternal costs(e.g.Production)will be billed at costs on project basisTime costs spe
10、nt on media planning and buying will be covered by 6%media service fee on top of net media costs,13,How We Charge.,Strategic Consultation&Planning200 USD/hourProject Management130 USD/hourConcept Development150 USD/hourCopy Writing and Art Direction130 USD/hourArtwork Finishing70 USD/hourExternal co
11、sts(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 media costs,14,The Next Steps,Discuss and decide if fundamental business model of Zhaodaole should be changed to what we recommendedDiscuss an
12、d decide if and how we can best work togetherHow Zhaodaole can use O&M and vice 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 Plan,15,Questions&Discussion,
