The marketing communication strategy for Xiamen Overseas Chinese Electronic C0., Ltd

1. Executive summary

This is an Integrated Marketing Communication (IMC) plan for better the High-Definition TV (HDTV) of Xiamen Overseas Chinese Electronic C0., Ltd. (XOCECO) in the municipal market for 2004. The purpose of this plan is to attempt using the modern IMC theory into the practice, and acquire the favorable effectiveness of communication with the indicate audiences.

This plan tightly focuses on the features of IMC, and then creates a evident IMC theme Digitizing Your Life which is the single voice and will be utilized in each of communication methods. Further, the complex promotional mix is determined depended on the advantages of IMC. To summarize the plan, the most valuable point is that the theory of IMC must be applied in the MarCom practice in order to improve the business in the competitive environment.

2. The caller-out background

Xiamen Overseas Chinese Electronic C0., Ltd. (XOCECO), completed in 1984, is one of the largest and most advanced manufacturers of consumer electronics in China. XOCECO is advantageously known from home to abroad, and has developed in many areas such(prenominal) as video equipment, computers, communication equipment, and electronic components.

XOCECO was the first company in China to develop the 25 and 27 unpolluted flat, color, HDTV and the first Chinese electronics manufacturer to receive ISO9002 certification. The feature production facilities cover over 2 million jog feet.



As for the TV division in 2002, it accounts for about 19% market shares. Meanwhile, XOCECO got total sales revenues of RMB 701 million, generated the net profits RMB 56.8 million, and nonrecreational RMB 63.4 million for taxes. Through approximate 20-years relentless efforts and taking the loss leader position of market, XOCECO established well-reputation brand and extensive nationwide sales and distribution network with a computerization progress that reaches crosswise the whole country incorporating over 119 branches, and...

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