It's not because of the name, the logo, the slogan, the slogan, the slogan on this advertising picture is so provocative.

It's because these slogans seem to introduce them to the advertising agency.

Taking out this plan, at present, only from the cover and title page, you can see not only the attention of the other party, but also the professionalism of the other party.

At this time, the others looked at these and talked one after another: "Hey! Interesting! ”

"What is Feiji? Listen to bad luck! Others frowned.

"Don't understand, do you? Hiji, foreign text! The meaning of the face! I think it's good that people rely on clothes and horses and saddles! ”

Yuan He and Yuan Kun didn't listen to their discussions, but they had already seen the content behind.

First of all, the CI theory is introduced, and then the case of the sun god is analyzed.

An originally mediocre company, with annual sales of only 5 million yuan, has increased its sales performance by nearly 200 times in just five years since the design of a new image and marketing efforts.

Yuan He and Yuan Kun know this company, after all, they are star enterprises in recent years.

But why they were successful, what is the CI theory, why the Sun God Group invests a lot of money in advertising and marketing, and how it works, Yuan He and Yuan Kun know very little.

Song Yang began with a successful case to explain the theoretical basis of professional advertising, which gave them the impression that branding is very important and effective.

Needless to say, they wouldn't have paid for brand names.

And then, Song Yang introduced more clearly: the name was chosen, the slogan was set, and it was just the beginning.

After setting the brand image, Sun God further only did a good job in brand promotion, and achieved amazing results. But in fact, it is necessary to allocate resources and funds based on the internal and external environment of the enterprise to carry out a series of business strategies and business planning.

Song Yang gave it a name that might be easier for township entrepreneurs like Yuan He and Yuan Kun to understand: the five-year plan for enterprise development.

More importantly, this concept called "whole case planning" in the professional name is to solve the short-term performance problem of the enterprise and the long-term operation and management of the enterprise.

There is only one goal: the shaping of a truly well-known brand is not only a short-term popularity, but also a long-term more professional, more standardized and more systematic business support.

And then another case, this time with Nike, a globally renowned brand. From focusing on running shoes, to expanding the brand's concept to the field of sports, influencing young people through sports stars and sports events, and then expanding into the field of outdoor sports, the brand's image of "challenge" and "vitality" has always been consistent.

But at the same time, technology research and development, inventory control system, and continuous brand image marketing investment are also key.

This part of the case analysis is only used for the more advanced planning of the whole case.

Next, it is time for the special analysis of the Weifang woolen garment factory.

Strengths, weaknesses, challenges, opportunities, SWOT analysis appears professional and in-depth.

Political, economic, social, technological, the updated PEST analysis further allows them to think about the factories and industries they are most familiar with.

Subsequently, Song Yang only elaborated on his interpretation of the brand Profil, and suggested that Weifang Woolen Garment Factory should further create a high-end suit consumer brand around professional wear while further expanding the group customization business, and expand to more sub-categories in the future, but always try to occupy the high-end price market.

Several supporting brand image marketing strategies are also suggested, including TV commercials with wide communication, sponsorship of TV program host clothing, the use of well-known celebrities as image spokespersons, and the establishment of a consumer brand store system.

It can't be said that there is no content, after all, it is such a thick booklet.

It can only be said that it is still unfinished, and it is clearly not worthy of the content of the whole case planning mentioned above.

It took Yuan He and Yuan Kun 20 minutes to read the booklet.

"They sent someone personally?"

"Yes, it's his calling card."

“…… Song Yang, planning director......" Yuan Kun took it in his hand and looked at it, then looked at Yuan He, "Brother? ”

"Including this plan, let's choose ten plans first!" Yuan He patted the board and stood up first, "I'll go over first, and you can come and continue to talk to him later." ”

At this time, someone saw that he was moved, and quickly reminded: "Factory director, Mr. Jiang has someone over there to say hello......"

Yuan He nodded and said quietly, "I know." ”

Yuan Kun anxiously beckoned them to narrow down the scope first, and most of the more than 100 plans were easy to brush down.

Among the remaining 20 or so plans, state-owned companies, the first batch of formal and well-known private advertising companies that have just been approved, and some very eye-catching names and logos, finally left 12 plans first.

Yuan Kun just took a total of thirteen plans and walked towards Yuan He's office.

The office building is actually not big, there is only one reception room, and there is only one conference room.

Entering the door, Yuan Kun couldn't help but widen his eyes when he saw the young man in front of him.

The young man in that advertising picture is him?

"Let me introduce, this is our deputy factory director Yuan Kun."

Song Yang stretched out his hand directly: "Fortunately, I will be lucky." ”

Although the other party is a woman, she is not young, and Song Yang's movements are also smooth and free, and she only looks very professional.

After Yuan Kun shook hands with him, he unexpectedly asked, "Director Song is from Lu Province?" ”

"To be precise, I'm from the Uyghur side and from Zhushi." Song Yang has achieved the goal of meeting the decision-maker, and now he is much more relieved, "How did your factory come all the way, I also know very well that my father is an employee of the No. 2 Cotton Spinning Factory in Zhushi." ”

"Director Song is young and promising, did you make this plan?" Yuan Kun sat down and asked, "Jiaoyang advertisement, I haven't heard of it before......"

"At the beginning of the year, Yanjing only got the first private advertising company license, and we are doing it." Song Yang did not shy away from this, it was the era of Vientiane renewal, and immediately said, "The company is outside the west gate of Yanda, and our Jiaoyang advertising is also backed by the intelligence and resources of Yanda." Now that President Wu has torn down the south wall to encourage innovation, we have set out to set up this company. Because I came back from vacation and saw the news of your factory, I went to Yanjing again to make this plan and bring it back. ”

The two were a little confused: "Holiday? ”

Song Yang smiled embarrassedly: "To be honest, I haven't graduated yet." ”

“…… Are you still studying at Yan University? ”

Yuan Kun looked at his suit and leather shoes, and felt that the contrast was too great.

And Master Yan is together, is this a business, or a research?

Song Yang confirmed this again, and then asked, "How do you feel about the plan we made?" ”

“…… Benefit. Yuan He didn't hold it, and then asked, "I don't know when your teacher will have time, I want to invite him to come and teach us." ”

Since he was a student, he subconsciously thought that this was done by his teacher at Yan University, and Song Yang was just running errands.

Who knew that Song Yang said again: "I made this plan." If you have any questions, I know everything. They are all fellow countrymen, and I especially hope that we can produce a world-class company. ”

I was dizzy.

The big fart didn't stun Yuan He and Yuan Kun, but it really made them unbelievable.

Faced with his capable conversational style, Yuan Kun had to ask again: "Are you really still a student?" ”

“…… Of course it's true. Song Yang solemnly assured, "But the two of you can rest assured, if you really cooperate with our company in the future, you will have enough time and a professional team to perform the contract business." According to your requirements, we only need to come up with a simpler plan. This time, I want to participate in the solicitation, and I want to show my sincerity as a fellow countryman. ”

The content of the words is fine, but the two of them are still stuck in the shock that he is a student.

With the guidance of the teacher behind him and the resources of Yan University, it is of course reasonable for the plan to do so well, and Yan University is so sacred in the minds of ordinary people.

But he said that the idea was basically his.

“…… It's really the back waves of the Yangtze River pushing the front waves. Yuan He was suspicious, this sentence was obviously just politeness, he pondered it for a moment and said, "Song ...... Director, in your opinion, it is useless to choose a name and a slogan. Although our factory is still profitable, we can't afford to spend so much money to publicize it like you said! ”

A TV commercial now costs hundreds of thousands of dollars to shoot. To be on TV, there is also a lot of advertising money.

Their factory is now making hard-earned money, although several founders have the awareness of expanding business and group management, but their thinking and understanding are not keeping up after all.

Song Yang was not in a hurry: "Mr. Yuan, it seems that you still agree with the analysis and suggestions in our plan." Step by step, I think about it like this: if our proposal is selected this time, first of all, the prize money can be paid to us in a set of customized suits; Secondly, we will use this batch of suits to do a brand promotion and sales activity in Yanjing. After seeing the effect of our exhibition and sales activities, and recognizing our words, we will consider whether to sign a long-term strategic cooperation, and we will be responsible for your factory's business in terms of brand. ”

The booklet was given to them, and the requirements were given to them.

Song Yang's confidence is very full, such good conditions, such a valuable plan, if this factory does not like it, it only means that their vision is not good, or there are other reasons.

As for the 5,000 suits, if it's a big deal, you can directly ask them for customization, and if you can't win it, you can also use this plan to negotiate a good price with your Yan University students and local fellow countrymen, which will not affect your plan to sell suits and send BP machines.

At this time, Yuan He and Yuan Kun couldn't help but glance at each other again when they heard these words.

Then, Yuan He spoke: "Everything else is easy to say...... It's the word Profils, isn't it a bit awkward? ”