Draft of Proposal Coolpad
UNIVERSITY OF INTERNATIONAL BUSINESS & ECONOMICSSchool of BusinessDepartment of Marketing Spring 2017ADVANCED BUSINESS RESEARCHType of work: ProposalTitle of work: Coolpad Team Number7Student Names:ABOUD KHALED MEW2016559006HAMID MOHAMED MEW2016559027 ALSAIDI ZUWAINA MEW2016559030KHAYRINISO KOSIMOVA MEW2016559032LecturerProf. Xiong WeiDate 15/3/2017Marks Obtained
Project ProposalCompany BackgroundThe company was founded on 11 June 2002, as a limited liability company, a majority of the companys shares were listed on the Hong Kong stock exchange on 9 December 2004, trade confirmation code 2369. At the beginning of its journey, the company is well established in the Chinese market of telephone industry inexpensive but high-quality models. Subsequently gained their customer base due to the availability of mobile devices and their accessories.Gradually evolving, the company made a sharp jump in sales and decided to expand its area of influence. Coming into the trading markets of Europe, the company for a long time could not achieve success compared to the us brands however, phones Coolpad soon gained an audience, and now the companys sales growth in Europe in comparison with the previous years increased significantly.Problem StatementIncreasing concerns and awareness on design specific communication elements concerns has led to a dramatic shift in how customers perceive and make decisions on purchases of phone. Young Customers are wiser now and concerned on proper service and service center, buzz-word promotion based on popular social networks, creative programs, messages and media Slogans, taglines.in smart phone market , they are strong completion’s in Integrated marketing communication , so today to attract customer the Integrated marketing communication must be main thing in your product in smart phone market , so coolpad management must identify Cool pad’s market position and unique selling points so as to appeal to the generation after 95s and build a strong brand popularity and high-tech/quality reputation among them, develop overall communication objectives, messages and media, which include the design of the following for different phases: slogans, taglines, creative programs, main themes, copies, a series of activities, 1-2 big events, WOM, buzz-word promotion based on popular social networks such as Weibo, Wechat, QQ zone, and live stream platform etc. so coolpad cam gain Brand positioning and Integrated marketing communication to attract younger brand and compete in market