7.39M

Категория:

Маркетинг

Marketing. Magic 6. Activities

2.

Marketing Magic 6 activities
2
HONOR Confidential

3.

MAGIC OS?
Magic Portal
3
Magic Capsule
Magic Ring
Connected screen

4.

MWC Awards Y2024: HONOR Magic6 Pro завоевал 5 наград DXO2024
4
HONOR Confidential
2024/4/9

MWC X BRANDS CONVERSATION VOLUMN
OnePlus; 2%
Samsung; 24%
Honor; 35%
Google Pixel; 7%
OPPO; 1%
Huawei; 6%
Xiaomi; 27%
Source: Brandwatch | Period: Feb 25 – 26 2024
5
Country:
UK, FR, ES, IT, RS, MY, KSA, UAE, MX

6.

RUSSIA RANK TOP1 AMONG GLOBAL PR PUBLICATION FOR MWC
Country
Top1
Russia
1862
Mexico
1124
Spain
1071
Italy
1017
Türkiye
897
France
796
Peru
594
Philippines
586
Saudi Arabia
553
United Arab Emirates
530
Malaysia
517
Ukraine
476
Thailand
470
United Kingdom
460
Colombia
452
Serbia
425
China
371
Poland
344
Chile
336
Germany
313
0
6
200
400
600
800
1000
1200
Source: Meltwater; Period Jan.28th-Mar.7th
1400
1600
1800
2000

7.

Эволюция камеры HONOR Falcon
#Sportography
7

8.

9.

10.

11.

12.

Industry FIRST 180MP
Telephoto Camera
Телефотокамера 180 Мп
12

13.

14.

15.

16.

17.

18.

Industry FIRST 180MP
Telephoto Camera
X 0.5
X1
Телефотокамера 180 Мп
X 2.5
X5
X 10
X 50
X 100
18

19.

ESPECIALLY DESIGNED FOR RUSSIA
Выносливость при низких температурах
-20℃ 10% battery situation
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Magic6 327 pcs
Magic6 17min30s
Magic6 1h38min15s
Mate60 Pro 14 pcs
Mate60 Pro 48s
Mate60 Pro 2min
Xiaomi 14 Pro 33 pcs
Xiaomi 14 Pro 9min4s
Xiaomi 14 Pro 47min
iPhone15 ProMax 262 pcs
iPhone15 ProMax 2min54s
iPhone15 ProMax 10min

20.

HONOR Magic6 Pro
Ультраскоростная съемка Выносливость при низких Пиковая яркость 5000
температурах
нит
Телефотокамера 180 Мп

21.

Slogan
Из трагедии «Фауст» (1808) великого немецкого
ученого и писателя Иоганна Вольфганга Гёте
(1749—1832). Слова Фауста (ч. I, сцена 4 «Кабинет
Фауста»). Это слова, которые произносит Фауст,
излагая свое условие сделки с дьяволом —
Мефистофелем. Тот готов выполнить все желания
ученого, но последний боится, что однажды
настанет момент, когда ему и желать уже будет
нечего, и он утратит смысл жизни, будет томиться
и страдать. Потому Фауст просит Мефистофеля
прервать его земное существование, когда он
достигнет наивысшего счастья и захочет, чтобы
оно продлилось еще немного («Остановись,
мгновенье!») — и вот в тот же миг Мефистофель
должен остановить время жизни Фауста и забрать
его с собою в преисподнюю.
21
HONOR Confidential

22.

23.

IMC Key Message
GT Trends
investment
Preheat
Overwhelming invest
10%
25%
Pre-heat
Mar.26th
25%
Main stage
Apr.9th
Pre-order
Apr.16th
SoS
Second wave
5%
25%
Low
season
2nd wave
May.1st
May.15th
battery
ID color
KM
23
HONOR Confidential
荣耀内部信息禁止扩散
Sustain
May.31st
Jun.21st
Falcon capture
Falcon capture
Falcon capture
10%
battery
Screen

24.

OVERWHELMING MEDIA INVESTMENT
offline
10+
30+
Media façade
City Center OOH
Cover premium users routines
Main Circle of Moscow
24
HONOR Confidential
荣耀内部信息禁止扩散
MSC+SPB
SHOPPING MALL
Entrance and Exit

25.

OVERWHELMING MEDIA INVESTMENT
online
TA
Freq. 3+
Teasing
Freq. 4+
ComparisonFalcon vs Camera
Falcon CaptureSPORTOGRAPHY
Freq. 4+
Freq. 4+
Battery
15+
Frequency
OLV, Display, paid social,
programmatic, paid search
2M followers
3
IT BRANDZONE
Impression: 20M+
25
HONOR Confidential
荣耀内部信息禁止扩散

26.

LEAD WITH
HONOR
20 000+
DAU in community
100
26
Core fans
HONOR N series RU database
HONOR EU BRAND STRATEGY
>0.5M
According to EU data, HONOR users
transaction rate to purchase a Magic is the
highest, and we have the best data base

27.

AM&FF motivation, activities
27
HONOR Confidential

28.

Magic motivation
AMs Magic 6 competition
Purpose
1. Personal motivation of each AM
2. Find ways for SO target
achievement
Proposal
Set regional SO target
based on distribution
Magic target achievement
Best ach. -> Winner
1st – Magic 6
2nd – VC R2S plus
28
HONOR Confidential
Outputs
1. Motivation on country level
2. Find best cases of “How to
use regional resources to
achieve SO target”

29.

Magic 6 motivation
FF Magic 6 competition
Promoters
1
BAs
1
20 groups by CAPA
1
7 Groups by CAPA
Best target achievement
2
2
2
Winners – best 2 SO in each group
Winners – best 2 BA by target ach.
For SV BA+Promo – includes both
3
3
3
1 Best SO among all – VC R2s
4
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SVs
1st place in group – X8b
2nd place In group – Earbuds X5
HONOR Confidential
1st place –
4
VC R2s
1st place in group – X8b
2nd place In group – Earbuds X5
1st place – VC R2s
4
2-3 places – HX8b
4-5 places – Earbuds X5

30.

Partners activities
30
HONOR Confidential

31.

DNS Magic 6 Pro Launch
HIHONOR.COM

32.

Checklist
В магазине есть сток Magic6 Pro
Количество стока
20000 Multi activity
Activities
Bundle with Pad 9 8+128 WiFi
Magic6 Pro
Display Display on shelf
Stock
DNS
Wolbler
DNS
Vobbler
В магазине есть сток Magic6 Pro
Stock
Количество стока
20000 Multi activity
Activities
Bundle with Honor Watch 4
Magic6 Pro
Display Display on shelf
Wolbler
Vobbler
32
HONOR Confidential
Yes/No/Not delivered
Q-ty
Yes/No
Yes/No
09.04.2024 - 15.04.2024
Yes/Not Allow
Yes/Not Allow, if not
allowed - what is the
reason?
Yes/No/Not delivered
Q-ty
Yes/No
Yes/No
16.04.2024 - 29.04.2024
Yes/Not Allow
Yes/Not Allow, if not
allowed - what is the
reason?

33.

DNS In-store – security gates – Magic 6 Pro
Confirmed design:
33
HONOR Confidential
Confirmed AP:

34.

MVM Magic6 Launch
HIHONOR.COM

35.

Magic 6 pro BTL
Video walls
By AP
period: 09/0426/04
HONOR Confidential
Security gates
By AP
period: 15/0412/05
30 stores 60
screens
period: 09/0410/05
Instore TV
POSM A4
period: 09/0410/05
period: 09/0410/05
Full coverage
35
Slim screens
Full coverage

36.

Magic 6 pro BTL. Endcap (торец в обещй выкладке)
Endcap
By AP
period: 15/0405/05
36
HONOR Confidential

37.

Magic 6 pro Marketing Plan
Preorder Magic 6 proOpen Sales Magic 6
(09.04-15.04)
pro
(16.04)
w14
ATL
Digital
w17
w16
w15
Digital
w18
w19
Digital
M.Video & Eldorado online support (CRM, banners, product review, stream,
app push etc.)
Promo End cups placement
Video walls / Digital & LCD screens
BTL
Security gates (144 pcs from 15.04-12.05)
POSM & Instore TV (full coverage from 09.04-10.05)
FSM app
OOH (55 pcs 16.04-30.04) / MF (12 pcs from 05.04-15.04)
Brand zones / Brand tables / SIS
Mechanics PP & bundle
5* Staff motivation / Competition for
Magic models
37
HONOR Confidential
Promo mechanics
5* Staff motivation
w20
w21