Hotel Bathroom Project –www.armati.biz China luxury high end faucet manufacturer
The A brand is a foreign enterprise in China sanitary manufacturing and sales of high-grade sanitary ware brand. The enterprise through the market research and Strategy Research Chinese market long-term decided to enter the high-end hotel market in domestic engineering. Unlike other foreign brand sanitary enterprises, A gave up the retail market by engineering market sales. This decision will be the market marketing strategy of A brand to customers as the main object of project.
As a new brand to enter the market, A brand is the lack of market awareness of the lack of customer resources, so how to open the hotel market? Through the tracking and Research on hotel project market, A brand marketing department are as follows:
The upscale hotel project in domestic procurement will generally take the project bidding, bidding procurement from manufacturers, calibration, sometimes project procurement projects of large hotel also need the approval of higher authorities. In the upscale hotel project bidding, generally play a decisive role in the people in charge of purchasing manager, hotel or hotel decoration company purchasing department in charge, decoration designers etc.. In the project bidding process, in addition to project quotation, an important factor in product features, customer service, service industry brand is the impact the project finally won the bid.
To open the hotel project market as soon as possible in the short term, A decided to take the following strategy plan
The effectiveness of the implementation of
The planned new organized, A brand name through contractors "hotel bathroom design award" a complete success.With the hotel professional publication advertising plane pull A brand quickly in the field of hotel industry, the designer has achieved some popularity, A brand began to enter some upscale hotel project bidding procurement, sales department work started.
1, holding the "hotel bathroom space design competition"
Prior to this, by various manufacturers association, the name of the bathroom decoration design, through a lot of competition. We know whether it is good advertising activities, or will not take effect to follow the good. A brand to do so is out of consideration in hotel engineering market, you can not have the Volkswagen brand visibility, but you can not no industry brand awareness. To obtain the mass brand awareness requires a lot of investment. Hold the design contest this kind of activity can quickly enhance products in the industry especially in the designers in the field of brand awareness. With the increasing importance of the hotel decoration design, designers influence for the procurement of engineering materials, the hotel is also growing. As the phase difference and other design competition, focus on the target path, A brand will be the bathroom space design competition for hotel engineering limited.
In 2, the professional hotel on long-term Advertising Publications
A brand marketing department learned that in the hotel industry for mutual learning, exchange of experience, a large hotel management department will subscribe to publications such as "Chinese and foreign professional hotel hotel", "Hotel", "China magazine", "fashion tourism hotels in Asia", in the hotel, senior management staff also have the opportunity to read.So A decided to put advertisements in these brand hotel professional publications. In order to increase advertising arrival rate and rate of memory, the A brand marketing department please professional advertising company is designed with the concept of brand image advertising products bathroom space for expression, and in the year on the monthly repeat.
The A brand is soon received a bid invitation project. The project is located in a domestic city is a city center, advanced facilities, improve the function of supporting the comprehensive building, consisting of a luxury hotel style apartments and a 5 grade A office building, party a need to purchase 900 sets of high-grade sanitary products and has invited four bathroom manufacturers bidding. Because the project is large, the A brand sales department engineering materials procurement bidding documents received after quickly reported to the company general manager, for large project bidding management.The general manager of the company immediately established by product, market, sales and logistics department project team management, deputy general manager and director of sales by the company responsible for the project. After a preliminary communication with the Party of the procurement department, the A Brand Sales Department learned of the engineering project in the project bidding, the investment is very high for decoration design requirements, manufacturers hope bidding can provide the design characteristics of bathroom product set.
According to the above information, the A brand marketing department and product department proposed in addition to the normal price according to the requirements of the tender documents, can be attached to several preferential conditions to increase the possibility of success of bidding.
Bid on the same day, four vendors in quotation, A brand price in the middle in the four home. But the A brand beyond all expectations put forward several additional preferential conditions: 1, if the project is successful, the music will be presented A brand faucets, 20 sets of technology leading fashion design to Party A for the lobby and other important places; 2, the A brand will introduce out currently the most popular upscale hotels in Europe without water tank for toilet seat suspension a designer to design, and provide related technical services; 3, for engineering later customer service service, A brand offered to regular weekly visits and professional maintenance services in engineering product warranty period.
The final bidding results, A brand bidding strategy successfully touched the parties party a evaluation of the success of the project.
In the latter part of the execution of the project, party a related personnel revealed why the brand A. The first A brand held hotel bathroom design Grand Prix has just ended, the party to the designer for this procurement management department recommended the A brand to participate in bidding. Weekly regular visits and professional maintenance service brand A proposed is to dispel the party boss and the purchasing department for late property management concerns.Therefore, in the case of close quote, the Party chose A brand.
Customers pay more attention to engineering strategies and development method of sales than retail customers;
According to the detailed demand of industry market and daily behavior take direct and effective advertising plan, in order to save the cost of advertising and the project due to the customer's attention as soon as possible;
To understand the impact of project bidding results all weights and requirements are very important
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