brand

学院：经济与管理学院

学号：1006110041

专业：市场营销10—2

姓名：朱婷婷

1, the description of product:

Product is the \"heart oxygen bar\" vent chamber. Designed to use a variety of props, such as to throw plastic dishes, for playing sandbags and toys) provide a under the premise that do not threaten the safety of others, for high pressure groups (such as the students attend the university entrance exam or civil service exam, high-pressure commuters, etc.) the place of venting.

Heart oxygen (go) there are mainly 1 sports room vent 2 psychological consulting room lounge 4 music to relax room 5 hit fell 6 roar out room 7 and doodled on room and other kinds of Settings for venting, for students, white-collar workers, business elite, and all had a huge psychological pressure need to vent, to provide different types of personalized service. Company according to different requirements to provide customers with suitable way and place, insist to do a

good job of secrecy, absolute guarantee that will not bring any life study or work for the customer!

Note: heart oxygen (go) to sell some to vent toys, safe and convenient for people to the venting anytime and anywhere; In addition, we also will provide drinks and snack food service, so that customers better to vent their emotions.

2. Environmental analysis, market background

Modern life rhythm faster and faster, smaller and smaller living space, and huge pressure of employment, the social competition pressure, the pressure of the people to breathe. Relevant data shows, at present, China's population of 1.3 billion patients with a variety of mental and psychological barriers in as many as 1600, more than 150 million teenagers have plagued by emotion and stress in 30 million, and from the international congress of psychotherapy figures also show that there are about 190 million people in China life need professional counseling or psychological therapy. Psychological consultation industry in our country is still underdeveloped, before the psychological problems, is there any effective way to make broad masses can't get rid of social pressure to release stress? Heart oxygen (go) arises at the historic moment under this kind of form, here, you can enjoy the release of the pain in my heart, returning to the pleasure of return to your side.

Today's society, people's fast-paced lifestyle habits make people suffer mental pressure is more and more big, also brings new problems to the development of society, \"tired\" \"irritated\" \"insomnia\" has become a huge mental disorder. Due to

the stress caused by psychological exhaustion has also gradually become modern invisible killer. In our survey, 80% said they hope there is a special relief services to science, to the stress of modern people to create an independent safety vent space. People's emphasis on the psychological level, has become a kind of invisible economic growth, market potential is tremendous, industry competition is small, profit space, at the same time heart oxygen (go) there will undoubtedly create unlimited spiritual wealth for the society.

3, target market selection, looking for selling point

Can the consumer groups according to age is divided into the following four categories:

(1) of 18 to 20 years old, the age is mainly is facing the pressure of college entrance examination, in contemporary China, the college entrance examination has always been a lot of parents think is the most important thing, no matter spend how many money, the parents will not stingy, but in this environment, students' pressure is virtually magnified many times.

(2) 21 to 25 years old, the age, general junior or senior students, facing one's deceased father grind, take an examination of civil servants, or employment pressure, can say that stress is not inferior to attend the university entrance exam students. (3) 26-35 years old, this age, basic have into the job, and now, in the workplace stress, you should know, foxconn worker to jump off a building events is a very good proof.

(4) 36-50 years old, and at this age, life and career has been into a stable period, the stress mainly comes from improper handling the relationship between family and career.

4, brand image planning

Brand name is \"oxygen bar\" mind out club. Take \"the heart\" two words show that brand nature, that is, our service object is the customer's mind. \"Oxygen bar\" give a person with comfortable and warm feeling, also reflects the meaning of \"place\". Brand expression \"let the heart get soothing and liberation\" tenet, to form a clear positioning in customers' mind.

5, brand positioning,

Brand positioning in facing the university entrance exam, graduate students and civil service exam, and under the age of 50 professionals, this part of people facing the entrance. Work and family pressure, very vulnerable to ring the mood influence, is also the need to release bad mood go out of the crowd; Due to the target customers for students and middle-aged professionals, so the brand should be positioned to popular brand, suitable for general consumption level, trust in large number of users to gain profit.

6, brand promotion strategy

Basic characteristics of the target group, the brand promotion should choose

in high school and university concentration area and office place related to distribute promotional materials and lectures roadshows and popularization of bad feelings, attract the target customers.

To education, entertainment, TV show as well as the relevant newspapers and magazines as the carrier, large-scale advertising, to achieve the effect of three-dimensional propaganda.

7, product operation

(1), location: based on the characteristics of target groups, the restaurant should choose in the university town, business center and within the scope of ordinary residential area surrounding, attract the target customers to the largest extent.

(2), service: in addition to normal vent service, the club should provide counseling, vent after psychological counseling, psychological knowledge popularization, and other value-added services, increase user stickiness.