strengths and at the same time minimize the threats. (p. 119)
WT Strategy (Minimal-minimal Strategy): It is a strategy that to minimize the negative impacts of internal weaknesses and external threats. (p. 119)
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Chapter Four SWOT Analysis on M-zone’s Promotion Strategy in JSNU
4.1 A Series of Promotion Activities in JSNU
M-zone's promotion activities in JSNU are summed up from four aspects of personal selling, sales promotion, advertising and public relations. Below are the concrete contents:
First, personal selling. Personal selling is a bidirectional communication between salespeople and customers, including face-to-face communication, telephone communication and networking conference. China Mobile employs some college students as salespeople to promote “M-zone”. These salespeople go to the students? dormitories directly to promote “M-zone” in the form of face-to-face communication. They may highlight the flashing points of some new businesses to catch the students? eyes and persuade them to become “M-zone” users.
Second, sales promotion. Sales promotion is the most common method we can see that China Mobile use to promote “M-zone”. The author lists the forms as follows: For one thing, offering freebies. When every new term begins, “M-zone” always carries out a lot of preferential activities, for example, if you buy a 50-yuan-valued prepaid phone card, you will get extra 300-yuan call charge for free plus a T-shirt, an umbrella or a delicate lamp for you to choose one from. In addition, you can get a free ticket for the Shanghai World Expo if you recharge 200-yuan one time. If you recharge 100-yuan one time, you can get a free 50-yuan shopping coupon of Wal-mart
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or Carrefour. For another, bonus points. The points are awarded according to the total amount of call charge you use, 1 yuan for 1 point. You can exchange many things with the points. For example, you can exchange for call charge, 500 points for 10 yuan; you can exchange for delicate gifts and value-added businesses; you can also exchange for free tickets of some popular concerts.
Third, advertising. M-zone?s advertising is of two forms. On one hand, television advertising. With Zhou Jielun(Jay Chou), Lin Junjie(JJ) and SHE as its spokesmen, “M-zone” is advertised on television of various kinds to highlight the different attractive features such as its 3G function and distinctive coloring ring back tone. On the other hand, giving out leaflets. Delicately-designed leaflets are often given out to the students to introduce the new businesses and its recent preferential activities to lure them to take part in.
Fourth, public relations. A shining point of M-zone?s promotion strategy in JSNU is its intense cooperation with communities and the youth league committee of JSNU. Public relations can produce great impact on popularity with low expense. The concrete activities are in the following:
For one thing, every freshman of JSNU can find an “M-zone” phone card in their admission letter. Moreover, 5-yuan call toll in the card can be used charge of free.
Then, campus cards in JSNU are designed with M-zone's spokesmen Jay Chou, JJ and SHE printed on the back side.
Furthermore, “M-zone” sets up an encouragement scholarship for those excellent students who cannot afford their tuition.
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