Case One：Xiangjiang Wildlife Park1 Company IntroductionXiangjiang Wildlife Park, l ocated i n Guangzhou Province, is a comprehensiveproject for the development of the tourism resources i n Pearl R iver D elta andpromotion of the environmental protection and investment. It combines animal and plant protection, researching, culture, tourism, science education as a whole.1.1 Company Values:Adopt a customer-oriented mentality when providing serviceTreat everyone sincerely and passionatelyKeep moving in harmoniousEnjoy happiness together2 BackgroundXiangjiang Wildlife Park officially opened to the public when the Asian financia had given a negative effect on China economy. The market of tourism i s n otcrisisoptimistic during that time. However, in the first year it opened the park has creat several miracles in tourism industry:Host more than 80000 tourists on the first day it opened, serve 30000 students on a spring trip and firstlyachieve h ighest record o f hosting m ore than 3000000tourists by the first year it opened. The reason why Xiangjiang Wildlife Park can makMarketingsuch a big s uccess is t hat t he park has implemented proper “IntegratedCommunications”.Integrated Marketing C ommunications is t he concept under which a companyintegrates and coordinates its many communications channels t o delivercarefullyclear, consistent and compelling message about organization and itsproducts.(Kotleret al.1999)3 The actions taken by Xiangjiang Wildlife Parkts“wild & interesting” scenery spo3.1Establishscenery spots which are much different from Establish “wild & interesting”others according to tourists’ mentality—seeking new, strange, special and interesting things.(1) Construct with high start and high standard. The park specialize on massive crocodile breeding and watching and characterize with large amount of free-roaming animals features, meanwhile combining with a variety of animal shows and unique flavor and style of food.the slogan "return t o nature". The park replace t he traditional(2)Highlighttrench heavy iron cage with glass a nd ditch i n order to minimize the distancebetween human and animal, man and nature.(3)Pay attention to environmental landscape. Build natural landscape perfectly combined with animals and plants.mode and make full use of(4)Break the traditionalmonotony zoo exhibitionmodern tourist attractions’ service and entertainment functions. The park sets upas well a s the world's largest Crocodileparrot, elephant, beast performance field,show field.(5)Follow the consumer-oriented rules, respect t he consumer's e xpected costand consumption habits, always pay attention to reach effective communicationprinciple with consumers and develop the park according to consumers’ needs.Thecompany into t he park. W ith the help ofpark employed professionaladvertisingprofessional assistance, the Marketing Department and Public Relations Department has done lots of market investigation and environmental design, and planned severalwhich has brought positiveintegrated marketing communication activitiessensational effects.3.2 Start from the environmentAccording to the idea "what consumers want, what we offer" ,the park try theirbest to meet consumers requirements. Because the wildlife park is not the place only for people to watch rare animals, but also the place which allow people to relax and entertainment. Walking into t he park, y ou can not only watch a variety of rareanimals, but also can see the flowers g arden, f ruit decorated branches, m elonssprings forest, vegetation and trees. Allwaterside p avilions,hanging scaffolding,these elegant s cenery m ake urban people who have lived in reinforced concreteconstruction for a long time really appreciate the nature of the "Wild & Interesting On the basis of the modern entertainment and services, the park give full play to thThere are fiveanimal p erformances forattractions:function of the modern touristvisitors taking turns every day, parrots, elephants, wild beasts, tigers and crocodi which make the tourists open their eyes. As a result of that, the park get one more function of a circus. Meanwhile there are also many styles of fast food restaurants, food street, a dessert gallery, as well as the China's only crocodile restaurant.3.3 Focus on white tigerSeveral m arketing studies s how that locking the focus can lead to higheradvertising effectiveness. So the park come up with the marketing idea "just say one thing". As a result of that, the park chose the sacred, powerful and rare white tige its image spokesman. The tiger-related activities have always attracted large amount of attention and aroused media’s coverage. Moreover the white tiger troupe fromthe United States makes the park even crowded of tourists. White Tiger image has left a deep impact on people. People will think of the XiangJiang Wildlife Park whe talking about the white tiger. The park tickets and the largest outdoor post billbo among province both use the white tiger as main character.3.4 Draw support from media to do public relationshipThe park The park is g ood at capturing "golden opportunity" of advertising.carefully planned a series of public relations activities which attracted intense pu attention and active participation In this way it can get help from the mass media t play a strong i nfluence on public opinion. When the park opened, the Miss Chinacampaign was underway. The TV show is r ecorded i n the park, i n which the MissThe audience are deeplyChina performed with several a nimals in the wildlife.impressed by the beautiful natural scenery i n the park. A nd thus the XiangjiangWildlife Park has become an overnight success.eyes" drawing contest and In addition, "the animal world in children’sDay, made aChildren'sphotography c ontest, held by the park on t he Internationalis h ighly acclaimed b y theperfect combination o f art a nd education. The activitymass media and people can not help focusing on the Xiangjiang Wildlife Park.3.5 Actively participate in public benefit activities to promote the image of the parXiangjiang Wildlife Park has always stressed on financing and organizing various since i t o pened. The park has implemented the free t icketsocial welfare a ctivitiespolicy for the elderly, young children and people with disabilities into the park. Sofree o fthere have been over 300000 people who have enjoyed entering the parkalsocharge, a nd the number of teenagers w ho enter the park with half-priceexceeded 200 000.research, culture, science In addition, the park focused o n animal protection,and education p rograms, f or w hich the park equipped with a number of scientificand technical researchers and also invited foreign and domestic experts to come towho come to visit thethe park giving people lectures.As a result of that, touristsbalance a nd think m ore of our survivalpark can learn m ore about the ecologicalenvironment. Xiangjiang Wildlife Park start to establish their own long-term image a a high scale o f level and win consumers’ heart b y focusing on the public benefitactivities.4 Analysis and conclusionThese are the values that guide our business, our product development, and our brand. T hey're what we look for i n every employee. As our company continues toevolve and grow, these five values remain constant.that the park stressed on as well as insisted The key of the park’s success lies inon its company value and achieved efficient integrated communication.The company values serve as a compass for our actions and describe how we behave. They guide the way we work with our business p artners, within ourcommunities and with each other.Company values help companies in the decision-making processes. As the core value of the park is customer-oriented, all activities of the park are market-center and consumer-centered. They use what consumer needs and desires as a startingpoint and try to meet their needs through relevant and efficient advertising, publi relations, promotions and marketing, media and other means of communication and organically integration. In this way they have achieved long-term business interests For example, according t o tourists’mentality—seeking n ew, strange, special andscenery s pots w hich are“wild & interesting”interestingthings, the park establishmuch different from others.Company values educate clients and potential customers about what thecompany is about and clarify the identity of the company. Especially in thiscompetitive world, having a set of specific company values that speak to the public is definitely a competitive advantage.that c an Xiangjiang Wildlife Park elaboratelyplanned a series public activitiescause intense public interest and active participation, which had a strong influenc on public opinion. At the same time the company carried out "green marketing" and insisted on the principle of harmonious development. With the growing emphasis ona range of social and environmental p roblems such as ecological balance andenvironmental protection, "green business" will become increasingly popular among consumers. T he park try t o resonate w ith consumers by expressing the voices o fconsumers on a common issue.and retention tools. As an Company values a re becoming primary recruitingenergetic w arm friendly company, the park attracts large quantities of skilledemployers who hold the same value as the company to work for it. Different from most cases, parks a re hard to attract talents due to the distant working location.and talent workers, t he Xiangjiang Wildlife ParkWith the help of the enthusiasticstand as a giant and grow fast in his field.Case Two：Alibaba Group1 Company Introduction1.1 Alibaba Group introductionAlibaba Group is a privately owned company of Internet-based e-commercebusiness including business-to-businessonline web portals, online retail andportals togetherpayment services,a shopping service s. I n 2012, two of Alibaba’shandled $170 billion in sales, more than competitor eBay and combined.The company began in 1999 with the website , abusiness-to-business portal to connect Chinese manufactures with overseas buyers. Its consumer-to-consumer p ortal Taobao, similar to eBay, features nearly a billionAlibaba G roup’s sitesproducts a nd is o ne of the 20 most-visited websites g lobally.account f or o ver 60% of the parcels delivered in China. A lipay, an online p aymentwithinaccounts f or r oughly h alf of all online p ayment transactionsescrow service,China. The vast majority of these payments occure using Alibaba services.1.2 Dream, mission, vision and valuesDream: Create a different world through the development of new businessmodeMission: To make doing business easyVision: Through the development of IT, s olve the problems of small-f irm’s procurement, marketing, management and financingValues:Client is God. Provide the best service to the customers and maintain the images of the company.together Collaborate together. Share resource t ogether and take responsibilityso that many common people can do uncommon things.Hug with changes. When some changes happen we should adapt it and solve it When something always immutable and frozen w e should create m orerationally.changes bravely.Honesty. Honesty is a significant value in Chinese culture.Passion. Keep positive and never give up.Work dedicated, finish work on time, insist on learning to improve and use time properly.2 BackgroundAs Alibaba has launched various services systems it is hard to analyze them at the same time. We focus on studying the case of Tmall to see how company value and marketing communication strategy work for the success of Tmall. was introduced i n April 2008 as a business-to-consumer online retail platform tocomplement the Taobao consumer-to-consumer portal a nd became a separatebusiness in June 2011. As of October 2013 it was the eighth most visited web site i China, offering global brands to an increasingly affluent Chinese consumer base.3 The actions taken by Alibaba Group3.1 Public relationsPublic relations emphasize two-way communication between the enterprise andthe public. The purpose is to establish mutual understanding between enterprise and public. Public relations can be distinguishedfrom customer relations because itsconcerns go beyond the creation of mutually beneficial relationships with actual or potential customers.(1) Rename from “Taobao”to“Tmall”. Reestablish the brand.changed its name to “Tmall”.mall officiallyOn January 11th, 2012, “Taobao”brand,This w ords comes from Chinese h omophonic cat. Cat was picky o n quality,environment, which represents fashion, sexy and quality. This is precisely what theywant to build with the new brand. Meanwhile, the change of its name is to let the consumer be clearer about the positioning of this w ebsite. O n this p latform,consumers can shop more effectively and get good quality products.(2)Tmall annual festivalThe “Tmall annual festival” marked the start of Tmall independent brand. Since then, Tmall can show their best according to their own personal orientation. At the same time, with the aid of such a distinctive brand image, the brand influence was improved.(3) Adjust the relationship with the merchantsOn October 2011, taobao mall announced new rules for 2012, to increase theThe technicaldeposit from 10000 yuan to 50 000, 100 000, 150 000, three l evels.service fee raised from 6000 yuan a year to 30 000 and 60 000 yuan a year. With high deposit, the threshold of the enterprisesis r aised up so that p roduct q uality andconsumers right are assured. At the same time, T mall promised to offer the bestplatform a nd service, also to rule m erchants to do legitimate business, withoutdamaging the benefits of consumers. Otherwise merchants will be punished. A series of actions from the perspective of consumers will in exchange for consumers’ trust and loyalty. In this way, Tmall get double win with the consumers.3.2 Advertisingdefined a s any paid form of non-personal communication Ad is t raditionallyabout a product, a service or a company with the intention to sell the product o rservice or to influence opinion o n and attitudes towards the product, service orcompany. Each of the elements in this d efinition merits a brief e xplanation.promote the brand.Advertisingmarketing c an greatly improve product p opularity,Tmall, of course, made a lot efforts in advertising.(1)TV advertisingIn the television AD, Tmall utilize celebrity effect and promotion to push publipeople will buy a lot d iscount p roducts o nline, whichduring f estivals,Especiallybrings billions of income.(2)Online advertisementTmall is a n intensive player. They take every opportunity in On the internet,almost all network activities. Such practices, such as buffer advertisment sometimes have side effects on consumers. However, some other nicer a dvertisement, willstimulate consumers shopping enthusiasm.(3)SponsorTmall sponsored Hunan TV programs, s uch as soap series. The reason Tmallselect Hunan TV as their sponsoring subject, is they have strong brand effect, whic help promotion. O n the other hand, with a big population watchwill definitelyis t heHunan TV, the brand will be known by more peopl e. In addition,20 o’clocktime that most audience are housewives and youth chasing idol drama, also include staffs.These people are the main force o f online s hopping. Thesome white-collardirectional, targeted advertisement to this group is an intelligent choice.3.3 Sales promotionto attract consumers to Sales p romotion is a good way which uses incentivesbuy the product of products. The marketing method works well for Tmall. Basically there are two following ways:(1) Holiday discounts. Such as 11th November is the shopping carnival of Tmall. All p roducts a re 50% discount off, which bring a lot o f buyers coming online. Thisactivity stimulated business transactions a lot.(2)MembershipYou can directly register as a free member of Tmall. In this way, consumers and shop owners are connected. Members can get credit (credits can used to buy certain products), return security, birthday g ift b ag and etc. M embership offers m anypreferential discounts, so that consumers will be loyalty. All of these plays a key in the development of Tmall.4 Analysis and conclusionB2C website, leads b usinessmen to shift Tmall, as China's most representativefrom store management to network operation. Most series of brands pay attentionwhich is c onsidered to be a n important means andto the online trading platform,way to achieve strategic transformation, brand extension, channel expansion and to win customers. I n my opinion, the main reason for the success o f Tmaill a re asfollowing three points:（1）Accurate position of servicethe turnover o f Tmall is n ot positive due to the reason that its “At first,service orientation is not clear and no one has taken the initiative to study what strengths are, what are the customers' needs. Whereas, there will be a turnover ofofaround 200 000RMB each month. But we need to give u s a clear positioningservice, we need to know what we are selling, then what we can get. Through the data analysis, we made some changes of our products. Later based on the feedbackof our customers, we clear the position of our services.The reason of Tmall’s success lies in the accurate position of its service: uphcome first,embrace change, t eamwork,the values o f the company,----"customersintegrity, dedication and passion," with the whole new meaning to build a new B2Conline t radingservice platform, and to promote integrated, lively and efficientculture. By integrating thousands of brands, manufacturers and building a one-stop solution bridge between businesses and consumers, Tmall try to upgrade the Taobao platform to "everywhere" win-win situation platforms between supply and demandof consumer. Try to create mutual assistance and lively, family-trading environment so that each person in the Tmall can not only conduct transactions more quickly but also to make more friends.（2）Positive enterprise cultureAnother reason of Tmall’ssuccess is t o own a group of like-minded talents tothe organizationfight for i t. Since i ts opening, t he company has been constructingaround the company's corporate values for a long time. As a result of that Tmall has formed a clear efficient organizational structure w ith various departmentscooperating and division.the company can response When facing of new opportunitiesand challenges,as well as figuring out solutions quickly. Inand sensitively,and react e fficientlyhuman resource management, Tmall developed a strict management system and thewarmwhile also g iving a democracy liberalrules o f incentives and disincentives,working atmosphere, a s a result of that f ully mobilize the enthusiasm o f the staffwork.（3）Efficient integrated marketing communications strategyTmall combines public relations, advertising and sales promotion nicely,manages all the information resource about products and service, keeps the principle of “convey the same voice, establish outstanding image”, which help the consumers and potential consumers touch the integrated information, so that they want to buy and even keep buying. By renaming, brand carnival and the adjustment ofrelationship with merchants, Tmall has improved their brand image and status, got rid of the once cheap, low quality products image, and rebuilt fashion, sexy, quali as their n ew image. Secondly, t hey vigorously push forward the promotion totargeted consumers, with the aim of improving brand popularity and development. Thirdly, through the sales promotion, consumers are stimulated to buy, at the same time, through membership, further add weight for strengthen customer loyalty. In a word, all of these methods are used for the development and prosperous of Tmall.5 What I learn from this assignmentBy talking with the two sales s taff, I realized that a long-term integratedmarketing communications is a persuasive c ommunication planning p rocess toto customers and potential customers. T he mostimplement different strategiesimportant t hing i s t o communicate. Communicate with customers, c ommunicatewith the team and other departments of the company, communicate with the media, communicate with the exhibition company and communicate with the relevantthe communication to a number of contactapproval a uthorities,etc. In particular,points should start at the same time, so that we should work hard and stress on the communication skills.Secondly, the range of integrated marketing c ommunications can neither besimplistic"issue with oneWe can never stay o n the media integrationnor single.Meanwhile, we also shouldn’t extend it to the corporation voice on different media".planning, production, and so on all aspects o f marketing. The so-calledintegratedmarketing c ommunication, m uch more than the establishment of an appropriatedepartment, pick up a few people, change the name of the integration of marketing communications head. More importantly, we should know how to combine them.Thirdly, company values serve as the a core and spiritual pillar for a company. Once established and recognized by all members, it will have long-term stability, an even become a common belief in the faith of generations. When an individual'svalues consistent with the company values, employees will work for the enterprise just as for their dreams. If a company can make the values accepted by all employees, then the company will have the power to overcome various difficulties.6 appendix5.1 Interviewee 1Name: Cheng LeePosition: Planning Commissionerand promotion of the brand of XiangjiangDaily work: Be responsible for p ublicitysummary.plan, write r eports and activityPark, d evelop marketing a ctivityWildlifeand newspaper ads. Plan various p romotionalPlan and create radio, televisionactivities.5.1 Interviewee 2Name: Xiangkun ZhangPosition: Sales managerDaily w ork: Fully be responsible for t he daily management of the Department ofSales. Develop and implement marketing p lan according to the company the salesdepartment task a nd annual sales targets.Ensure the monthly sales reaching plancombined with market conditions. Professional guidance to the departmental staff in order to achieve individual performance.。
