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1. SETTING UP STRATEGY ¨CPOSITIONING
 
How to build up a new brand?

Company A was bullish on the prospects of a new product in the market. After a year¡¯s preparation, the product was finally on the launching pad. In consideration of pumping huge capital for the new product in China¡¯s market, the decision was meant to have a substantial impact on the company¡¯s perspective. Company A was vacillating as the result of launching the new product remained unknown ¡­
case study

Company B owned a strong regional-brand with 90% of its sales derived from a specific province in that region in China. After years of marketing promotions, the product reached 65% of market share in the province. Company B consider the growing space for that product was limited, and decided to expand to other provinces, aiming to build up a nation-wide product. In the following two years, several endeavors were made, but still the company failed miserably¡­
case study

How to boost up the sales of existing brand?

After years of marketing, starting from scratch, one of Company C¡¯s nationwide brands rose to $300 million in its annual sales. Since then, the product sale stagnated in the market in recent years. Meetings and conferences were constantly held in the boardroom of the company, more capital were poured into advertising and promotion, yet the market response was far from satisfaction ¡­
case study

How to manage and coordinate multi brands development?

Company D manufactured two major products. Product A had been the prima source of income and profit, and Product B was newly introduced to the market a year ago, yet smothered by the strong competition. The capital resources of the company were usually limited. On one hand, Company D wanted to inject more capital to new product for a breakthrough in the new market while the company worried about Product A might lost its existing market share for inadequate funding¡­
case study
 
      If your company is facing such dilemmas, a fast effective solution is what you need. By utilizing the positioning concept and prototype, we have applied in the practice of many operations in China. Up till now, with hands-on practical experiences and in-depth analysis of positioning concept, we have successfully built up solutions on setting up a brand efficiently in Chinese market. Our methodology was regarded as highly effective and competitive throughout different industries in China. It is a powerful instrument to create and manage your most valuable asset ¨C product brand.

Scope of Work: Analysis of industry background.
Competition-focused.
Setting up the right position for the brand.
Constructed product position accordingly.
Build up 4P marketing program.
Evaluate and enhance existing business operation.
Identify key marketing operation needed for building new product branding etc.

Duration: 40 - 60 days, vary on each project

Fees: RMB £¤2,260,000 above.
2. Implementing and Supervising
 
Once the positioning strategy is established the company has to implement its execution plan to convert the brand. To ensure each individual operation executed efficiently, we provide the services of evaluating and monitoring the new strategy.
  case study
 
Scope of Work: Co-ordination and supervision of each marketing activity (price, product, sales network and promotion) in accordance with positioning principles and strategies set out by the company.
Evaluate and supervise client¡¯s advertising
Duration: vary on each project
Fees: vary on each project and contract
 
3. Lectures & Seminars
 
Building Successful Brand Strategy---Principles and Methods of Trout¡¯s Positioning

Scope of Work: Detailed introduction on the basic framework of Trout¡¯s Positioning(Mental Ladders) and four kinds of marketing strategy models( Defence, Offense, Flank, Shortstop), as well as some relative cases.
The lectures and seminars help the marketing staffs to get a preliminary comprehension about Trout¡¯s Positioning.
Duration: Usually seminar takes 1 day. (2 hours lecturing, 2 hours on discussion)

Fees: RMB £¤36,000.

The process of building brand strategy --- The actual operational process by Chengmei Consultation.

Scope of Work: Detailed introduction on the cases of Wong Lo Kat (Red-Can) and Jiangzhong's Digestive and Stomachic Medicine, of which the brand strategies were builded by Chengmei Consultation during 2001-2002.
By the two cases, the marketing staffs who have already preliminarily mastered Positioning theory were helped to comprehend the operation of Positioning directly.
Duration: Usually seminar takes 1 day. (2 hours lecturing, 2 hours on discussion)
Fees: RMB £¤36,000.
 
 
 
 
 
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