產品行銷企劃報告

產品行銷企劃報告

 

陳憲治

 前言………………………………………………………………………………………………..1

產品概述……………………………………………………………………………………..2-4

定價……………………………………………………………………………………………..4-5

市場規劃及開發………………………………………………………………………5-6

關於生產及法規的基礎解決…………………………………………………..6

市場操作流程…………………………………………………………7

產品問答概要………………………………………………………………………………8-9

前言

過去人們總是習慣用鑰匙圈或是皮製鑰匙包來收納身上的鑰匙，雖然這是一直以來人們用來攜帶鑰匙的幾種主要方式之ㄧ。但是鑰匙圈只有圈住集中鑰匙的用途，把外露凌亂的鑰匙放在衣服或褲子口袋不只讓人感到不舒服、不美觀，放在手提包裡也會使鑰匙刮傷其他物品；至於皮製鑰匙包雖然可以避免鑰匙刮傷物品。但是當雙手都提滿東西時，要再去打開鑰匙包並挑選出鑰匙開門確實是件相當不容易的事。至於要在黑暗的夜晚做上述這些動作就更困難了。為了改變人們對傳統鑰匙種種的刻板印象，並且解決鑰匙攜帶和使用上的不便和困擾，讓身上的鑰匙變得更為便利與時尚。以下則是Keypoint（鑰匙盒組）特色說明：

In today’s world, people used to carry “key chains” or “key cases” to collect keys.  Although these are the common ways people carry their keys, but “Key chain”could only “chain” the keys.  It is untidy and uncomfortable putting it in the pocket.  Even worse to put it into personal bag, it will scratch other objects in the bag!  As for the “key case”, of course it could be avoided scratching other stuffs, but please imagine when you get home from a supermarket, standing in front of your house door with your hands full of stuffs, it is really a tough work to open your key case and pick up a key from it!  Don’t even mention when you have to do it in the evening.  We hope to change the stereotype of key holder, and try to solve the unconvenience of key use.  Making your key holder a fashion accessory!  See what’s special on “keypoint”:

1. “Keypoint” can be inserted 4 keys, it could be inserted 6-8 keys in the future.

2. It is easy to change the keys inserted with simple tools.

3. You can use it within 1 hand.

4. “Keypoint” can be easily separated into 2 part(2 keys each) if necessary.

5. “Keypoint” establishes a 3-dimensional dot on the bottom of the key bottons

to distinguish different keys.

6. A built-in LED fresh helps you find the keyhole easily in the evening.

7. It is small, easy to carry.

8. It will not scratch other stuffs in the bag when all keys are in storage.

9. “Keypoint” will not stab you while you put it in your pocket.

10. There will not be any noise while using it, unlike keychains always make “clang” sounds.

11. Keys are protected by inserted into “keypoint”, they will not be deformed by outside forces.

12. Keys on the keychain could be knotted, on “keypoint” WON’T.

13. In the future, we will have “keypoint” with electronic products which combine the original and extra functions such as burglar alarm, garage remote, Flash drive, alarm clock…etc

一、毎個Keypoint（鑰匙盒組）目前共可收納4把隨身鑰匙，還可發展收納6~8把鑰匙。

二、可以自行以簡易工具任意更換各式鑰匙。

三、使用時只需單手操作即可取用任一鑰匙。

四、必要時Keypoint（鑰匙盒組）可立即分解成2個盒體（各2把鑰匙），暫時供他人使用。

五、盒外凸點記號可提供辨識鑰匙位置。

六、內鍵LED燈輔助於夜間照明鎖具並使用鑰匙。

七、體積小，比傳統鑰匙串更方便攜帶。

八、鑰匙收納於盒中時不會割損其他貴重物品。

九、可以避免攜帶鑰匙時鑰匙的尖端刺傷身體。

十、使用或攜帶時不再發出鑰匙碰撞的吵雜聲。

十一、鑰匙可以免除外力撞擊的損害。

十二、鑰匙串中的鑰匙將不會再無故打結。

十三、Keypoint（鑰匙盒組）未來可與汽車防盜器、車庫遙控器或其他電子產品結合一體。

 

Keypoint產品介紹

The introduction of Keypoint

ZNOX為了改變人們對傳統鑰匙的刻板印象，讓鑰匙的使用更為便利與時尚，精心設計可收藏身上常用鑰匙的Keypoint。全球首創的設計讓Keypoint已取得8國的專利，並且還在2008年日內瓦發明展榮獲金牌與俄羅斯特別獎的肯定。結合傳統與科技，台灣設計與製造的Keypoint不僅可以同時置入與更換4把各式鑰匙、以及內鍵LED夜間照明功能之外，還可以將大門遙控器與汽車防盜器等產品結合為一。

ZNOX designed a whole new pocket key holder“Keypoint” for daily use.  A whole new fashion design increases the convenience of daily use keys and to change the traditional stereotype of keys.  “Keypoint” has 8 countries’ patents by the world leading design.  And “Keypoint” has the great honor of gold medal in Geneva and a special award in Russia.  “Keypoint” combined tradition and new technology, 100% made and designed in Taiwan.  “Keypoint” not only can be inserted FOUR keys, but the LED fresh light.  Furthermore, “Keypoint” can be used as a house gate control and a car alarm remote, all in one Keypoint.

 

我們提供Keypoint專用的加工機具和技術，讓你可以立刻製作客戶的各種鑰匙。

We provide the technology and the machine for inserting keys into Keypoint.  You could start fabricating unique Keypoint for customers.

Keypoint-開啟你的未來。

Keypoint – switch on your future.

 

 

Keypoint是依據歐盟各項產品製造規範全程在台灣設計與生產，因此商品品質亦是以最高標準作為控管。Keypoint外殼、推鈕及掛鉤是以鋅鋁合金電鍍加工，內殼各項材料則是以塑鋼、不鏽鋼、PC等分別製作完成，並且內鍵LED夜間輔助照明燈。在2008年日內瓦發明展與匹茲堡發明展獲得金牌及銅牌等獎項肯定後，Keypoint I031已經完成量產準備工作，並與歐洲各廠商洽談相關商品代理事宜。

由於Keypoint不同於其他商品能夠在購買後立即使用，因此它在銷售過程必須經過、完成鑰匙加工（鑰匙複製平台）作業之後，才可以將一般傳統鑰匙與Keypoint結合使用。為此，ZNOX設計、研發Keypoint專屬之鑰匙複製加工機具，以滿足各國代理廠商設置Keypoint鑰匙複製平台的工作。為了普及Keypoint在全世界的鑰匙複製平台，以利暢通Keypoint商品銷售、維修服務的管道及據點，凡在推廣期間訂購每300組Keypoint，ZNOX將附贈一組（2台、4組刀具）價值150歐元之Keypoint專屬鑰匙複製加工機具，以及1把鑰匙複製樣品。

以下是Keypoint銷售相關資訊：

a.  Keypoint 各國零售價~2480元台幣(約55歐元),不含鑰匙加工。

b.  每把鑰匙複製加工工資~50元台幣(約1. 2歐元)。代理、經銷商利潤。

c.  Keypoint 批發價~850元台幣(約19歐元)。

d.  Keypoint 大量批發價~另議。

e.  Keypoint專屬鑰匙複製加工機具之訂單準備時間~45日。

f.  Keypoint及Keypoint包裝之訂單準備時間~30日。

g.  每日可生產~10000組Keypoint。

h.  每組Keypoint利潤1630元台幣+4把鑰匙複製工資200元台幣共1830元台幣。

i.   每300組Keypoint利潤549000元台幣(約12093歐元)。

j.   每訂購300組Keypoint扣除鑰匙複製機具實際單價~617元台幣(約13.6歐元)。

Keypoint is designed and produced in Taiwan under the product-manufacturing-standards of Europe to make sure the quality of our products is under the highest standard.  In addition, the outer shell, press buttons, and the shackle are zinc-aluminium alloy electroplated.  The inner materials are ABS plastic, stainless steel, PC, and a built-in LED flashlight.  After Keypoint got a gold medal and a bronze of the expositions of inventions in Geneva and Pittsburgh in 2008, Keypoint I031 is now ready for mass production.  We are now negotiating about the product representation with companies in Europe.

As a result, Keypoint is different from many other products, it has to be processed through Key-copy-table to make the keys combined with Keypoint in the procedure of sale.  Therefore, Znox has developed copy processing machine for agencies in different countries to set key=copy-table easier.  In the dissemination, order 300 sets of Keypoint, get 1 set of copy processing machines( 2 machines, 4 sets of cutting knives, equal EU $150) and a sample of copied key for free in order to popularize the Key-copy-tables of sales and service points to make Keypoint universal.

Information of sales:

a.    The retail price: NT$2,480 (~€55), key processing is not included.

b.    The pay of key copy processing: NT$50 (~€1.2). Agencies’ earnings.

c.     The price of bulk sale: NT$850 (~€19)

d.    The mass wholesale price: negotiable.

e.    The lead time of order of Keypoint only copy processing machine: 45 days.

f.      The lead time of order of Keypoint and packaging: 30 days.

g.    Daily production: 10,000 sets of Keypoint.

h.    Profit(each): NT$1630 + NT$200 (pay of 4 keys processing) = NT$1,830.

²         Profit(300 sets): NT$549,000 (~€12,093)

²         Order of 300 sets of Keypoint – actual cost of key processing machines = NT$617/per (~€13.6)

 

專利費用+人事管理+產品設計成本+產品製造成本+展覽行銷+我方利潤

(運費和稅金部分我們還需要再詳談)

基於以上項目，一般我們會因為不同的訂單數量來訂定不同層級的收費價格。但是對市場而言這是一件全新且陌生的產品，因此為了幫助你在市場上取得更多優勢，我需要給你最大的利潤空間做為行銷動力。我將在產品對歐洲上市的第一年，不論你每月訂單多寡(當然這也不會只是數十或數百的訂單數量)，一律只向你收取每件產品定價的30％作為我成本與利潤的費用。第二年視產品行銷狀況再作調整。

(Tax of patent)＋(human resource payroll)＋(cost of design product)＋(cost of manufactory)＋(exhibition viewing)＋(our profit)＋(freight and taxes which we need to talk more detailed)

All these above, eventually we have different level charges with different order amounts.  But to the public market, KEYPOINT is a brand new stuff which people wouldn’t have heard of it.  So I think I would need to provide you more profit to help you get the leads of the market.  I will in the first year only charge you 30% of the published price each product for my cost and profit.  No matter how much amount of the order would be (of course it won’t be less than a thousand a month).  And we would make the adjustment in the second year depends on the sales.

由於歐洲的人力及物價普遍高於台灣。為了降低產品製造成本、提高代理商與經銷商的銷售利潤，KEYPOINT 暫時沒有計畫到歐洲生產。

(As known in fact, the pay of human resources and the price of commodities are higher in Europe than in Taiwan where we are located.  To lower the actual cost and advance the profit of factors and resellers, we are not yet planning to churn out KEYPOINT in Europe for the moment.)

 

我們很希望能夠透你的公司在歐洲市場的廣大通路，並且在你們的代理下，讓產品順利在歐洲銷售。也就是說，由ZNOX設計、生產、供應產品給你的公司，再由你的公司全權負責管理歐洲各國的經銷商和分配產品銷售利潤。

(We would love our product successfully marketing in Europe through your business relations under your attorneyship.  In other words, we design, manufacture and export to your company.  Then the delivery to the resellers and the profits management in Europe will be all under your command.)

 

 

或許我需要對這項產品再為你做更多一點說明。KEYPOINT 並不是只有你現在所看到形式而已。ZNOX已經開始進行KEYPOINT第二代的設計工作。不久未來的KEYPOINT不只會在高價位、中價位和低價位設定出不同等級、不同形式的產品設計外，還計劃陸續推出像是附加防盜器、遙控器、隨身碟、鬧鐘等等不同的電子產品、結合更多功能的KEYPOINT。有了KEYPOINT，我深信鑰匙不會只是單純的開門工具。它會成為人們互相贈送了禮品；會成為自己最具個性化的隨身用品，就像是皮夾、鋼筆和行動電話一樣。更會成為未來人們使用隨身鑰匙的一種流行趨勢。相信這樣美好的結果，是值得我們一起來為它努力拓展的事業。當然，ZNOX也將會不斷設計和開發出更多創新和優質的產品，來滿足不同消費族群和市場需求。

(Perhaps I need to speak more details about this product.  KEYPOINT is not the only form you recognize right now.  ZNOX is on the way working on the design of KEYPOINT II.  In the early future, KEYPOINT would not just be separated into different level of price within different shapes, but coming out with electronic products which combine the original and extra functions such as burglar alarm, remote control, Flash drive, alarm clock…etc.  I believe key will not just be the tool of opening a door with KEYPOINT, it would become personalized product as gift that one gives to another; like wallet, pen, and mobile phone.  Furthermore it will become the whole new fashion of carry-on keys.  I believe this cause is worthy of our continued support all together.  Of course ZNOX will be continued create more and more innovative and fine goods to fill different consumer groups and markets need.)

 

我們已經準備好盡我們所能對於平台的完善佈局。請注意到我們在法國、瑞士、德國皆有工廠。這表示我們是”歐洲自由貿易聯盟”的一員。法國和德國是屬於”歐洲國際商會事務委員會”的體制，而瑞士則是屬於”歐洲自由貿易聯盟”的會員國。另外我們還有一個優勢，因為我們在法國有工廠，所以稅率很低，而且減輕不少ＷＥＥＥ回收相關手續。（為了應付日漸增加的廢電子電機廢棄物，減輕掩埋場及焚化爐的負擔，防止廢電子電機廢棄物中所含之有害物質進入環境，歐盟於2003年1月27日通過「廢電子電機設備指令」（Directive on the Waste Electronics and Electrical Equipment，WEEE），要求製造商必須負起收集、回收並妥善處置廢電子電機產品。）

為了讓產品品牌曝光於市場上，我希望網頁能著重於keypoint品牌的設計。我們只是需要將語言以及在歐洲不適用的東西換掉。但是我是絕對想要發揚您的品牌的，我想我們還必須將您的產品分類成鑰匙相關產品和售後服務，而不是讓消費者購買後不能維修。對我來說宣傳很重要，銷售這項產品還需要在銷售點放置宣傳版等（我們有專門的銷售服務點，所以未來對於這方面沒有太多顧慮但是還是很樂意提升銷售點服務系統）。根據我的了解，鑰匙應該有一樣的規格才能崁入keypoint裡，所以消費者會需要這方面的服務。甚至我們可以建立並經由經銷商網路提供他們適當規格的母鑰匙。還有一點是車子的警報器或者其他電子開關系統也需要被坎入。基於此商品屬於客製化商品，我們必須要訓練和提供下游經銷商的技術。也可以由上游到下游的這層關係，了解市場反應以及開發新產品時的設計靈感。關於這方面，勢必牽涉到電子電機廢棄物的問題，而我們專精於電子產品將會是您這方面的好伙伴。

What I have We are ready to do all our possible to complete this in the best possible way. And please note that we have actually plants in France, Switzerland and in Germany. This will mean that we have also not border complications with EFTA countries. France and Germany are in the CE and Switzerland is a EFTA country. And we have an other advantage: do to our plant in France we have very low taxes and reduced formalitys for the WEEE environmental measures.

To be in the market with a brand I want that also the Internet pages are in the design of Keypoint … we change only the languages and some little things who are not valid for Europe. But I want to promote YOUR brand ..  I think also that we must distribute your product to “Key- and look Service-chains” … not to end-users. For me marketing for a product like yours is also to have at the sales points a screen with a publicity for your product. (Please be informed that we are also producer of this kind of sale help points … for the future we plans a very simple but very interesting upgrade of these systems).understand is that the keys must have the right form on the back to be inserted in the KEYPOINT key holder. This will mean for me that the buyer needs the help of a key-service. Or better, we create a reseller network where the keys are adapted. There is also need to insert the electronic for car or other electronic opening systems. For this reason we must give training and support to the resellers. This relation distributor – reseller is also a very good thing to get feedback from the customers to enhance the product or to build new products.This is very welcome and also a reason to think about the WEEE environmental measures (the WEEE concerns first all kind of electronics). And for this you have fund with us a partner who trade in electronics.

 

 

 

 

How many dealers and service chains would join KEYPOINT business?
I think we will first try to distribute KEYPOINT trough one or two of the big Key-Reproduction chains.
一開始我們會把KEYPOINT分配到1或2家大的打鑰匙連鎖店
The next step is to find company’s who sold publicity gadgets with a publicity slogan on it
再來則是找有口碑的精品店
They will then find also some big company’s for special versions (in special colors or designs) of KEYPOINT
然後他們會找到需要特別不同版本的KEYPOINT的公司
Then we have a market trough some Key- and look manufactors (like KABA, ABUS, BKS, Picard, Bricard, Vachette, DOM,… 

Where do you plan to sell KEYPOINT? Gifts store? Supermarket? Or key store?
1 “Key-Shop” chains and service points.
第一 連鎖鑰匙店和服務點
2 Publicity item shops, but I see a problem with the adaptation of the keys … perhaps we can provide a “gift card system”: the publicity shop sells a gift card, the publisher gives or send the card to the “prospect”, the “prospect” goes to the next shop and they give to him the KEYPOINT and they adapt the keys.
第二 精品店，但是我發現一個鑰匙改造的問題。或許，只是提議，我們可以提供一個”禮物卡系統”，就是精品店賣”禮物卡”，然後看要寄給誰或是直接給顧客,然後顧客可以到另一個店(鑰匙店)拿到 KEYPOINT，和鑰匙崁入服務。(我覺得這樣的意思就是精品店裡沒有打鑰匙的技術，就像我們在店家訂貨然後到提貨區拿一樣意思)
3 Stores of Key Manufacturers.    
第三 鑰匙製造商門市
KEYPOINT needs a machine to adapt the keys .. for this reason I think there is not a very big market in Gift stores (except “gift cards”) or Supermarkets. The main market is in Key-Service chains, “do it your self” Markets  and Key stores.

由於KEYPOINT需要機器來合成鑰匙，所以我覺得在精品店或者超市的市場將不會太大(除了我剛剛所提的用禮物卡方式)。所以主要的市場還是在連鎖鑰匙服務店、DIT市場、鑰匙店。

 

How long would it take for you to be well prepared to represent KEYPOINT
we can begin immediately with the preparative’s:
在我們有下列的準備後我們可以馬上開始
– seek for the resellers
尋找中盤商
– create the related internet pages
做好網頁
– create the key adapting instructions (also the systems to include some RFID’s and other electronics).

建立操作指南