Promotion
As a starting point of the promotion in Chinese audiovisual market, we suggest to organize two impactful promotion strategies in Chinese audiovisual market. These new strategies aims the followings:
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Increase the brand awareness for both B&O and B&O PLAY
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Increase the sales in the Chinese market.
1. Establish a showroom box inside the B&O store
Based on our in-depth interview session, we found that only 1~2 people buy B&O products on a weekday, and 5~6 people on the weekend. Instore decisions and purchases have to increase. That's why we came up with the showroom box. Our showroom box will be equiped with the latest B&O products and has the purpose to show the customers how our products perfectly work together. We set this box up in a luxury atmosphere with classical furniture that reflects people's lifestyle and that our customers can recognize. We believe this promotion strategy will lead to a revenue increase and will create word of mouth among the Chinese audiovisual users.
2. B&O LIVE
Brand image against B&O so far is limited and part of this is caused because of their push strategy. With B&O LIVE, we want to focus more on a pull strategy. The B&O LIVE event will be hosted six times in a year in order to create more brand awareness in the Chinese market. This strategy change will bring immediate revenue and will generate a buzz about B&O's products. The artists that we select for B&O LIVE are key in the success of it. That is why we will invite Paul McCartney, who already worked on a B&O campaign in the past. Another artist we will invite is Wang Leehom, a renowned Chinese singer among younger generations. By having these two different types of artists, B&O's two different target segments (B&O and B&O PLAY) are aproached in an apropriate way.
Partnership
To increase brand awareness in Chinese audiovisual market, creating a new partnership in China is indispensable. Although we have a lot of ideas of creating partnership with renowned Chinese brand from various industries, we need to keep their brand image as a highest quality audiovisual producer, even in China. Hence, we suggest to make the following partnerships that are most suitable for B&O.
1. Make a partnership with Chinese renowned singer
Making a partnership with famous Chinese singers will accelerate B&O's brand awareness. We will offer a contract to Wang Leehom, a famous Chinese singer for younger generations, to use B&O PLAY products for one year. We will also make a booking Wang Leehom to perform in the TV commercial. We expect rapid sales growth and increase of brand awareness through his performance.
2. Sponsorship for the Music Festival in China
The second recommendation is to be a sponsor of the Chinese music festival which is held in the big cities. We will provide both B&O and B&O PLAY products for the music festival. This sponsorship will bring us an unimaginably huge brand awareness. In addition, audiences are able to hear the sound quality of B&O which will convince them to buy B&O products.
