一、远景与总体目标：
WMF一向被认为是厨具的奢侈品牌，也是五星级顶级酒店惯常选取的合作对象。在保证销售对象定位不变的情况下，为了进一步突出我公司在厨具领域的创新性与领导性，我们决定打开新的产品路线。不光关注厨具的质地，还要首推厨具的灵便性，以此使我公司在高端厨具业中的影响力更加深远。
二、营销目标
WMF以高端厨具闻名，占据了高消费能力人群的主要市场，近年来，高消费水平的客户年龄层在不断减小，越来越多的年轻人愿意并且有能力购买高品质的商品。年轻人布置家居用品时非常在意商品的高科技性。也就是说，除了传统意义上的外观典雅、商品本身品质优质以外，年轻人开始关注起商品是不是反映了世界最新的科技。鉴于此，我们决定在传统厨具模式中加入高科技元素，并将此类新的产品推入推广入有较高消费能力的年轻家庭中，真正贯彻WMF的烹饪新理念。
另外，比起欧美市场，WMF在亚洲市场所做的推入还有所欠缺。而亚洲方面，中国作为一个饮食文化大国，菜品多样味道各异，这对我公司的新产品的推广有决定性的意义。为此我们决定将中国确定为新产品推广的首个市场。
三、产品(Product) ——WMF全自动烹饪机
外观：
它看起来类似常见的微波炉，只是正面的操作按钮区更加复杂和详细。
它的上面有插槽和专门配置的洞口，插槽是为放入菜肴原料设计，小洞口则是为了放入调味料而设计。
机器分为上下两层，上层大一些，是机器烹饪的主要场所。下层小一些，烹饪好的饭菜将从这里掉入准备好的碗盘中。两层有各自独立的拉门。
整个烹饪机外部由WMF出品的优质不锈钢制造，有三款花纹可供选择：上海世博中国馆花纹、中国剪纸、中国刺绣。
使用方法：
首先打开机器的下层拉门，放入盛菜的碗盘。接着在操作区选中想要的菜品，按下它所属的按钮，然后按照该菜品所需的原料要求，将原料与调味料分别放入烹饪机上部的插槽和小洞口中，再按下“开始烹饪”键，当烹饪机发出响声时，即为烹饪完毕。打开下层拉门，端出盛着菜品的碗盘，就可享用美味佳肴了。
产品说明：
该产品具备制作五种菜肴的功能。因为是特别打入中国市场的产品，首批产品可以制作的菜肴是中餐里最传统也最普遍的五道，分别是：鱼香肉丝，宫保鸡丁，干煸豆角，麻婆豆腐，红烧茄子。
根据买家需要，也可以通过烹饪机自己调配编制新的菜品。
产品附送一个电子远程遥控器，一本五种基本菜品的专门菜谱，一份产品说明书。
四、销售渠道(PIace)
配合新产品运作，我们将在中国上海、北京、深圳三个城市分别多建立一所实体专门店，销售WMF的各种产品，打造出有中国风情的WMF品牌。
鉴于目标受众大多是年轻人，我们不能放过网络销售渠道这个大的方面。我们可以与中国最大的购物网络合作，制作WMF的专门网络销售平台。我们也可以采取电视购物的方式，但是要着重打造精品与高端产品的感觉，不能与现在电视购物中粗制滥造的低廉产品混为一谈。
五、价格(Price)
鉴于我们选择的消费对象是有高品位的年轻人这一点，我们将价格定位在比一般厨具产品要高、却不会让年轻人难以接受的价格。
中等偏上是它的价位的基本走向。
六、促销策略(Promotion)
我们的宣传既然有价值，就要让消费者理解，消费者同意。同样鉴于我们选择的消费对象，我们应该将自动烹饪机的宣传方式定位为活泼的、有朝气的、符合时尚潮流的。
主要有以下几点：
1.在年轻人关注的频道进行电视广告，广告一定要制作的时尚新颖精致。
2.网络促销
3.在几个大城市的高品质商场做配套活动，定向地进行传单及小册子的分发
WMF automatic cooking machine
A, vision and overall goal:
WMF) has been considered the kitchen utensils luxury brand, also is the five-star hotel the usual top cooperation objects. In order to ensure sales target location under the condition of invariable, in order to further highlight the company in the kitchenware domain the innovative and leadership sex, we decided to open the new product line. Not only focus on the quality of a material of kitchen utensils, and head of the kitchen utensils spirit sex, so that my company in high-end of the kitchenware industry more far-reaching influence.
Second, the marketing target
WMF to high-end kitchen is famous, occupy the high cost of the main market capacity crowd, in recent years, the high consumption level of customer ages of continuous decrease, more and more young people want to work and have the ability to buy high quality goods. Young people decorate household when things very care about the high technological products. That is, except the traditional sense of elegant appearance, commodity itself outside quality, young people begin to pay close attention to the commodity is reflects the world the latest technology. In view of this, we decided to traditional kitchen utensils mode to join in high-tech elements, and such new products will push the promotion in the higher consumption ability of young families, real implementation of new concept WMF cooking.
In addition, compared to the European and American market, WMF in Asian markets do not push the and. And in Asia, China, as a big country diet culture, various food taste is different, this to my company's new product promotion have decisive significance. For this we decided to China for new product promotion determined the first market.
Three, Product (Product)-WMF automatic cooking machine
Appearance:
It looks like common microwave oven, just positive operation button area more complex and detail.
Top of it have slots and special configuration of the mouth of the cave, and a slot for cuisine is in design, the small hole is to put in seasoning and design.
The machine is divided into the upper and lower levels, the big some, is the machine main place of cooking. The little some, cooking good food from here will fall into the prepared pan bowl. Two layer is independent of the sliding door.
The whole cooking machine outside of product of WMF high quality stainless steel to make, there are three paragraphs decorative pattern to choose from: the Shanghai world expo its decorative pattern, Chinese paper-cut, China embroidery.
Method of use:
First open the sliding door machine, put in to fill dish bowl dish. Then in the operating area selected want food, press the button, and then according to the food required raw materials requirements, the raw material and seasoning respectively on the slots in the cooking and small hole, then click on the "start cooking" button, when cooking machine sent out a sound, that is finished for cooking. The open class sliding door, the hold out the food bowl dish, can enjoy delicious food.
Product description:
This product has the function of making five kinds of dishes. Because it is special penetrated the market product, the product can make dishes is the most traditional Chinese food is the most common five way, it is respectively: fish pork, kung pao chicken, gently string beans, mapo beancurd, red-roast eggplant.
According to the buyer needs, also by the machine itself deployment compiling new cooking food.
Product attached a electronic remote remote control, a five basic food special recipe, a product specification.
Four, sales channel (PIace)
Cooperate with new product operation, we will be in China, Shanghai, Beijing, shenzhen three cities, which set up a more solid outlets, sales WMF all kinds of products, creating a Chinese amorous feelings of the WMF brand.
In view of the target audience mostly young people, we can't let go of network marketing channel this big. We can and China's largest shopping network cooperation, make special network sales platform WMF. We can also take TV shopping way, but to make high-quality goods and focus on high-end products feeling, can't and now TV shopping in cheap manufactured products confuse STH with STH else.
Five, Price (Price)
Given our choice of consumption object is a high grade of young people this, we will price position in general to high products than kitchen utensils, but won't let young people to accept the price.
Above the average is it the basic direction of the price.
Six, Promotion strategy (Promotion)
Our promotion since have value, / will let consumers understand, consumers agree. In view of the same we choose consumption object, we should will be cooking machine propaganda way of positioning for lively, youthful, and conforms to the trend of the fashion.
Basically has the following:
1. The young people in the television channel on advertising, advertising must make fashionable novel and delicate.
2. Network promotion
3. In several big cities is the quality of the stores do supporting activities, orientation to distribute leaflets and brochures
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