2 1 century, China building materials market has a huge development space. Hundreds of thousands of local enterprises are engaged in fierce fighting, and a large number of powerful international well-known building materials enterprises also covet the huge cake in China market and begin to enter China one after another, with fierce competition. The whole building materials marketing is generally in a very chaotic situation. Compared with other industries, China's building materials market and building materials marketing brands are numerous and the market concentration is extremely low. Industry leaders often can't occupy 10% market share, which is in sharp contrast with the market share of household appliances, automobiles, fast-moving consumer goods and other industries that are highly concentrated in a few leading brands, reflecting that the overall marketing level of the building materials industry is low, and enterprises generally lack economic scale and strong enterprises and leading brands that can lead the market. Secondly, the circulation and channel model is complex. How to choose and coordinate building materials wholesale market, building materials mall, brand store, super terminal, real estate company, direct supply of engineering decoration company, community interception, etc. It has become a pain in the hearts of building materials enterprises, especially with the emergence and rapid development of foreign-funded building materials retail giants such as B&Q and Obeid, as well as local oriental homes and good American homes, the traditional circulation mode of building materials is facing a severe test; Moreover, consumers' cautious behavior is greatly influenced by intermediaries such as design and construction, so it is difficult to make effective arrangements for communication and communication strategies, and there are great obstacles to brand building. These problems all stem from the particularity of building materials products: building materials products are a kind of special products with strong consumption planning, long purchase and consumption cycle, high single purchase amount and great influence by intermediaries (designers, builders, etc.). ), its consumption behavior characteristics are different from daily consumer goods and industrial products. Therefore, through the systematic integration of brands, products, marketing organizations, communication, channels and sales terminals, we should comprehensively improve the marketing management and strategic level of enterprises and create more well-known enterprises and strong leading brands in the building materials industry.
Second, the bathroom cabinet market background analysis and competition analysis
Bathroom cabinets originated in Europe, popular in Europe and America, and developed in China in the mid-1990s. In the past, the bathroom and humidity were closely linked, so it has always been the world of cold tiles and sanitary ware, and wood products are afraid to get involved. However, with people's attention to bathroom space, the desire to dress it up as warm, tasteful, more fashionable and more personalized has inspired designers, and exquisite bathroom cabinets have attracted people's attention and entered life. Bathroom culture guides people's future lifestyle, and bathroom cabinets lead the fashion of home consumption.
(1) According to professional data, there will be 300 billion kitchen and bathroom market space in China in the next five years, and the proportion of kitchen and bathroom products will increase at a high speed below 20% almost every year. The overall growth rate of bathroom will reach 26%, and the growth rate of bathroom cabinets will be as high as 40% or more, with huge development space and great potential.
(2) There are two production methods in bathroom cabinet industry: one is OEM; Entrust some well-known brands; The other is independent development and independent production.
(3) Bathroom cabinets are made of man-made boards (including plywood, particleboard, fiberboard, medium density fiberboard, moisture-proof board, joinery board, etc.). ), PVC board, solid wood, painted or veneered (including veneer, crystal board, etc.). ).
(4) Compared with the bathroom industry, bathroom cabinets are brands with low entry barriers, rapid development and high profits in emerging industries, and there is no national popularity in the market. Due to the trend of profit, many large ceramic bathroom enterprises aim at the bathroom cabinet industry, extend their brands by using existing brand resources, and produce bathroom cabinets that match their products; More and more enterprises with no strength are rushing headlong into it, blindly intervening, and the market was once stirred up like mixed water. In 2006, the competition in the bathroom cabinet industry began to be more intense, and new manufacturers were constantly involved. Due to the blind intervention of many manufacturers, in order to maximize profits, they do not hesitate to use inferior materials to reduce production costs and sell them at extremely low prices, resulting in uneven product quality and chaotic market competition. At present, in the bathroom cabinet market, in addition to the brand extension of ceramic bathroom brands, there are also brands specializing in the production of bathroom cabinets such as he cheng, Louis, TOTO, Panasonic, Wrigley, Emperor, French Danli, American Standard, Le Jia, Duravit and Kohler.
(5) product homogeneity is the most serious phenomenon, and none of them has core brand competitiveness; Domestic manufacturers and product types have not formed their own unique categories and characteristics, but are extremely similar, and more are repeated imitations, especially lacking understanding of the types, levels, characteristics and psychology of consumers in the bathroom cabinet market.
(6) The marketing strategies and means used by manufacturers and brands for market operation, dealers, engineers and end users are outdated, and they are more stubborn in price strategy. The deduction points and rebates of manufacturers are roughly similar, and few breakthrough marketing strategies cut into the market.
(7) At present, the well-known ceramic sanitary ware brands on the market have not extended the brand of bathroom cabinets. The reason is that the marketing of bathroom cabinets by well-known ceramic bathroom brands is mainly to support other ceramic bathroom products, and the product line is too long to carry out special marketing for this market segment. Moreover, the production is mainly commissioned processing, which can not guarantee the quality of products and after-sales service, but blurs the positioning of the original brand and hurts the original brand. Self-developed bathroom cabinet brands all have one thing in common: many brands, but few characteristic brands, vague positioning, lack of personality and promotion planning; The production scale is small.
Third, the French brand planning
Modern advertising attaches great importance to establishing the brand image of enterprises. Whether you can become a brand in numerous market competitions depends not only on the internal quality, but also on whether you can establish a unique brand image through advertising and corporate visual image. To this end, we have designed the image and orientation of France in an all-round way and endowed it with connotation.
1. Brand positioning
(1) brand name
The name of "France" is easy to read, remember and spread, which conveys the enterprise spirit of "internationalization", gives people a sign of self-confidence and has brand affinity; Brand names in French and China cultures have imagination, can be associated with fashion, luxury, taste and art, have the flexibility of development and extension, are simple and easy to read, and have the flavor of international brands.
(2) brand vision
Brand vision is not designed sitting in an office, and it must be tested and investigated from the outside to the inside. The integration of image power should first study the image power of competitors and the image expectation of target consumers. Instead of simple art design, the visual image in the industry is generally poor and varied, and there is no unique and powerful visual effect.
Through long-term market research and testing, it is found that among many colors, the most eye-catching ones should be deep purple and dark gray, which can give people a sense of modern nobility and attract people's attention to attract consumers' attention, association and attention. At the same time, deep purple and dark gray symbolize fashion, taste, nobility and rich artistic imagination, which is consistent with the French brand positioning.
(3) Brand core competitiveness
It is France's core competitiveness to catch up with the international level in technological innovation and design innovation. With the continuous progress of the times and the continuous improvement of people's living standards, building materials products also need to keep up with the pace of the times and life, and technological innovation and design innovation have become an important part of industrial upgrading. France will devote itself to the fashion, artistry and internationalization of bathroom cabinet products, set up a design and R&D center, and hire excellent designers to take charge of product design and R&D, so as to maintain product innovation, constantly apply new materials to lead technology, improve product upgrading ability, widen the gap with competitors and new entrants, and lead domestic and foreign markets.
(4) brand positioning
In terms of brand positioning, France will lock in the strategy of high-end image, directly compete with many manufacturers for the market, and establish a strong image of French high-end brands (dealers and consumers have an intuitive impression: "French bathroom cabinets are good, but the price is a bit high!" "This perception has two meanings: first, the product price is high for consumers' purchasing power, and more importantly, from the perspective of cost performance, France, as a new brand, can bear higher prices. This price system has successfully realized and maintained the brand positioning of France); At the same time, France has also introduced middle and low-grade products to seize a larger market share. So as to achieve the brand positioning of "classic art, international quality".
(5) brand image positioning
An international brand with fashion, high taste, artistry, excellent quality, dignity and sense of value.
(6) Brand advertising words (advertising language, slogan)
France, happiness deduces a new life.
(7) Company objectives
Create a first-class bathroom building materials enterprise
(8) The purpose of the company
Create a better living space
(9) Target consumers
A. General consumer group: The recognition of this consumer group is very low, basically in the terminal market. Promoters recommend products and experience to him (mainly about his price and quality assurance) and let him decide what brand to choose temporarily.
B. Special consumer groups: successful people aged around 25-40 will pay attention to brands, and a few have stubborn brand buying habits, but a considerable part mainly rely on products recommended by promoters and experiential feelings (mainly brand awareness and style).
2. Brand objectives
(1) Long-term goal
A. Become a first-class brand in bathroom cabinet industry within three years.
B. Have a high degree of brand awareness, reputation and consumer satisfaction.
(II) Objectives for this year
A. brand support to achieve this year's sales target.
B. reach a certain popularity stage.
C. reach a certain stage of reputation.
Fourth, product strategy.
(1) product packaging
Product packaging is related to the grade of the product. In packaging design, while considering the cost, we should also reflect the connotation of high quality and high grade products.
(2) Product line strategy
According to different market segments and different product segments, it is an important means to guide customers and gain competitive advantage to consider designing products with different specifications, different materials and different series to make products personalized, differentiated and serialized. Therefore, we divide the product line into four categories: the first category is innovative series, which is positioned as "market-occupying" products and establishes the image of high-end products in France in the future. Innovation series is the "star product" in France, and promoting innovation series to drive the whole product line in France is the key "profit-making" product for enterprises to pursue profits. The second category is that fashion series is the core product of France, and fashion series is established as the role of "quantity". The third category is modern series, which is positioned as defensive products that block competitors in the market. The fourth category is DIY (self-design) series. The truly consumer-centered personalized consumption will become the mainstream of the future market, and the positioning of DIY is to occupy the future market.
(3) the name of the product
Although the purchase form of bathroom cabinets emphasizes rationality, the use of bathroom cabinets is extremely emotional. The brand image of France pursues international brands with fashion, high taste, artistry, excellent quality, dignity and sense of value. France still has a lot to do to gain consumers' recognition of French brand image. The French believe that every material in the bathroom cabinet has a story, an elf swaying in the wind. Every bathroom cabinet has life, which is an extension of French spirit and concept. So we give each bathroom cabinet a name or allusion, so that the cold still life has a rich and vivid image to infect customers.
The development strategy of "high-end brand" in France determines a clear product mix idea, and is committed to creating a unique high-end brand of bathroom cabinets and realizing to become a leader in the bathroom cabinet industry.
(4) Products and services
★ Care about the ideas of dealers, and seek outstanding enterprises with ideas, development capabilities and development.
★ During the quality guarantee period, spare parts shall not be provided hastily.
★ Customers don't have to worry about transportation damage.
★ The development speed of new products is fast.
★ Products are not copied, only created.
★ Excellent quality and easy price.
★ Advanced production equipment and strong employee cohesion endow products with vigorous vitality.
The company has excellent equipment, outstanding talents in related disciplines and unique management mechanism in Shanghai, and chooses domestic supporting suppliers with rich knowledge. The company has 6 sets of automation equipment of Colas Company in the United States, and the factory is located in Huang Du Industrial Park, Jiading District, Shanghai, 20KM away from the urban area, 23KM away from Hongqiao Airport, 5KM away from Shanghai-Nanjing Expressway and Volkswagen Industrial Park, with a total investment of nearly150,000 RMB.
Verb (abbreviation of verb) price strategy
(1) price positioning
In terms of price, the high-end products of French bathroom cabinets are comparable to foreign ceramic bathroom brands, with little difference (the price is lower than that of foreign brands10-20%); The prices of middle and low-grade products in France are comparable to those of general brands and have strong competitiveness.
(2) Price system
Regional total distribution price, distribution price, terminal retail price, terminal retail price limit, first project quotation, actual project quotation and export price. There is a price difference for each level, and the "price difference system" should be strictly implemented in the actual operation process.
(3) A unified quotation sheet is implemented throughout the country.
Sixth, channel strategy.
Mainly promote the distribution system, take the provincial market as the strategic unit, take each provincial city as the center of each regional market, and the network should reach the market of prefecture-level cities.
1. Form and system of channels
(1) Enter the terminal retail market (including professional building materials stores, large building materials supermarkets, and brand bathroom stores), mobilize the terminal market to actively promote French products in the form of specialty stores and franchise areas, and form brand tension.
(2) Enter the engineering market (including decoration advertising companies, construction companies, real estate companies, design institutes, etc.). Due to the different market conditions in different places, France will enter the market in the form of direct construction and total distribution of products: first, it can use its own stores to develop, drive and serve regional markets and establish a brand image; Secondly, it can promote the integration of resources between France and the general distribution, so as to achieve the purpose of strong brand; Third, France regards total distribution as a strategic partner for the sustainable development of enterprises. France and dealers are closely related interests and share the rich profits brought by the brand. France will focus on brand management and operation.
(3) Adopt four distribution systems.
1. Provincial General Distribution (responsible for product investment, sales and brand promotion jointly developed with France in this province).
B regional general distribution (jointly responsible for product sales and brand promotion in this region with France)
C special distribution (mainly for decoration companies, trading companies, design institutes and real estate companies with certain resources and advantages). In the initial stage of market development, you can purchase goods directly from manufacturers, and later from the local general distribution office. In the case of strong sales force, you can also cooperate directly with manufacturers.
D. building materials supermarket
2. Distribution network objectives
(1) Target Network Management Foundation
A, reasonable distribution of a certain number of dealer groups;
B. dealer groups that meet the "dealer qualification".
(2) Business philosophy
Develop distributors in major national target cities, establish their own sales network, improve brand awareness and expand sales and market share.
(3) network goal setting
A. According to the company management system, the national market is temporarily divided into several regions.
B, each region has a regional sales manager, responsible for development management.
C, market entry order
Advanced municipalities directly under the central government, provincial capital cities, and then prefecture-level cities;
Secondly, first enter the rich cities, and then enter the first-class cities;
Thirdly, enter the populous city first, and then enter the second-class city.
(4) the choice of dealers
According to the corporate philosophy, brand positioning and image of France, when choosing distributors, priority should be given to internationally renowned sanitary ware distributors and agents in various regions, and strive for cooperation with them. In other words, French brands will take the route of matching with internationally renowned bathroom brands.
Seven. promotion policy
Due to the limitation of product characteristics, enterprise status and capital investment, it is impossible for us to budget too much communication expenses. Therefore, in view of the characteristics of concentrated buying places of sanitary ware, outdoor advertisements around the building materials market are the main ones, supplemented by advertisements such as car bodies and newspapers, and TV advertisements are put in individual areas. Promotion expenses are divided into two ways: self-commitment and distribution cooperation. The promotion of dealers, design institutes, real estate companies and decoration companies mainly takes the form of participating in building materials exhibitions or direct development by sales personnel.
1, the main forms and characteristics of sanitary ware advertising
China has a vast territory, with great differences in living customs, regional culture and consumption level, and the forms of bathroom advertisements in different places have their own emphasis.
(1) outdoor advertising
This is a widely used form, and it is also the mainstream media of ceramic bathroom advertising, mainly concentrated in the surrounding and internal building materials markets. A few powerful manufacturers set up giant outdoor billboards on the main roads of the city, which is quite grand. Because of the long exposure time, outdoor forms are favored by manufacturers, especially billboards concentrated inside and outside the building materials market, which can attract customers to the point of sale, so manufacturers attach great importance to it and are willing to invest, forming a lively scene of outdoor billboards. Outdoor billboards are divided into giant, large and small in specifications. Manufacturers generally give advertising support according to the sales performance of dealers, and manufacturers with financial strength can invest themselves.
Mobile car body advertising is also a kind of outdoor advertising. Buses pass through urban main roads, with high attention rate and high exposure frequency, which is conducive to improving brand awareness. Car body advertising forms are welcomed by dealers located in small and medium-sized cities. These advertising forms are often well-known and cheaper in the whole city.
(2) TV advertising.
Because TV advertisements are fleeting and expensive, this form only appears in the local market. For example, in Shanghai, ceramic bathroom advertisements are intensive and the competition is fierce. This is because TV advertisements in Shanghai play a great role in buying, and manufacturers and distributors pay more attention to it. According to some data, when investigating consumers in Shandong market, the first reaction of consumers is: Do you still need to advertise ceramic bathroom on TV? In the minds of local consumers, there is a fixed view that buying ceramic sanitary ware will go to the building materials market, which is a conventional thing. There is no need to advertise on TV. However, these interviewees also said that it would be better if there were TV advertisements, and if they had the impression of this brand in their minds, they might go to the building materials market to find the products of this brand. Ceramic bathroom manufacturers advertise on TV, on the one hand, it is the demand of local market competition, on the other hand, it is to show the strength of enterprises and enhance their visibility and image. In the choice of TV media carrier, there are both CF films, column titles, sponsorships, corner labels and so on.
Judging from the most authoritative CCTV in China, besides the advertisements of some foreign ceramic bathroom brands and ceramic tile manufacturers, there is another noteworthy trend. Several enterprises in Guangdong launched image advertisements in the form of joint recommendation, showing some signs of industry alliances. In the next round of competition, it will be a trend for enterprises to unite under the coordination of trade associations. Of course, due to the limitation of cost, TV advertising can't become the mainstream media of ceramic bathroom advertising in a short time, and all manufacturers can figure out the weight of TV advertising, but in reality, it has to be said that it is a game for the rich.
(3) Print advertising.
This form is mainly a beautiful product album, which generally includes enterprise introduction, product category display, decorative effect and so on. It is an important medium to promote purchase at the point of sale, and the arrangement, printing quality and performance style of the album will have an effective impact on customers' instant purchase. There are also handbags printed with company and product names and logo for customers.
(4) Store display.
Ceramic bathroom products belong to durable consumer goods, and it is unlikely to be purchased repeatedly. Ordinary consumers have limited knowledge of products, so store display is very important. The image displayed on the spot is designed to be gentle and infectious, and through repeated visual impact and emotional call, the purpose of prompting consumers to choose products is achieved. On-site display shows different styles and atmospheres through different combinations of POP stickers, light boxes, small labels, flags, colored balloons, floor-standing billboards at the door, product albums, background music and product furnishings, which meets the psychological requirements of most consumers.
(5) newspaper advertisements.
On the one hand, it is aimed at professionals, mainly professional newspapers and periodicals, aiming at enhancing corporate image, and at the same time, it timely transmits product information to target audiences such as decoration companies, real estate companies and construction companies, attracting attention. On the other hand, it is aimed at individual customers, and generally chooses media carriers such as home, real estate and life newspaper decoration.
After defining the main forms and characteristics of ceramic bathroom advertisements, we entered the integration stage of French communication tools. Among the selected tools, terminal auxiliary tools are the first choice, outdoor advertising is the second tool, and TV advertising is the third tool, and product promotion activities are carried out according to market demand.
Among the preferred tools, we will design a "French bathroom cabinet product album" for the terminal display, so that customers can have the most intuitive understanding of the decoration effect of French bathrooms, and it is also a reference standard for customers to purchase; Design product labels of different specifications, requiring all French bathrooms to have uniform product labels; In the layout of the monopoly area, backboards, light boxes, flags, door stickers, posters and doorplates will be designed and manufactured. In order to standardize the promotion of French bathroom cabinet products by dealers, we will design and produce exquisite, vivid and popular collections of French bathroom cabinets, and introduce in detail the basic knowledge of French bathroom cabinets, how to promote them to customers and how to answer customers' questions. The book has two missions: one is to guide and standardize dealers; Second, interested customers can take them away from the terminal, so as to have a deeper and more comprehensive understanding of French bathroom cabinets and achieve the purpose of influencing their purchase and spreading word of mouth. In addition, handbags and exquisite gifts that can be given to customers will also play a very good role.
Outdoor advertising is mainly to stand out. As a national brand of bathroom cabinets, communication must be consistent. Therefore, all outdoor bathrooms in France, regardless of size, adopt a unified design draft.
The third tool is television advertising. Due to the different media contact preferences of local consumers, the requirements of local distributors for TV advertisements are also quite different. As an integrated communication strategy, TV advertising is indispensable.
The fourth category is promotion activities and exhibitions. A. "Tour to the ends of the earth in Hainan Island"-To celebrate the full listing of French bathroom cabinets, customers who buy French bathroom cabinets during this period will fill in the "French bathroom cabinet customer file card" and send it back, which will give them a chance to win a trip to Hainan Island. B, we will also do various promotional activities according to the market demand to improve the brand's exposure and sales. C, participate in large-scale building materials exhibitions to improve brand awareness in the industry and achieve the purpose of attracting investment.
Eight, the terminal wins
At present, many enterprises use advertising bombing or terminal strong promotion to promote new products. Advertising bombing and strong promotion certainly come quickly, but not all enterprises can "play" this way of burning money. The way of burning money advertising and strong promotion is only suitable for large enterprises in some industries in China, but not for most enterprises, especially the building materials industry. Because of cautious consumption behavior, strong planning, low repeat purchase rate and low daily attention of products, it is not suitable to promote new products by advertising bombing or strong promotion, and suitable enterprises may not have enough budget for new product promotion expenses.
Through investigation, it is found that the competition form of bathroom cabinet market is "dumbbell shape", with a large number of brand-name products at one end, poor quality and low price, and profit by quantity; At one end is a high-end brand in the market, with high quality, high price, monopoly and high profit. Although some brands have good product quality, their images are dim and their prices are higher than the same level, so they are in a state of "caught in the middle". When consumers buy bathroom cabinets, the price becomes the first sensitive factor, and the style of bathroom cabinets becomes the first sensitive factor at the same price. In the case of a small price difference, they are willing to bear part of the increase in the purchase cost for their favorite styles. When consumers come to the building materials market, they often become at a loss in the face of homogenized products. After repeated comparison, the product enters the state of "critical purchase", and the display of the product at the point of sale and the professional promotion of the sales staff can play a role in promoting the transaction. Moreover, in the market with many brands, it is difficult for well-known brands to stand out in the terminal, and the best form is specialty stores and franchise areas. Therefore, according to the competition form, consumption psychology and the characteristics of the place of purchase in the bathroom cabinet market, I think the effective strategy of French bathroom cabinet marketing is "terminal radiation, terminal wins".
1, terminal planning
According to the sales volume and radiation influence, terminal stores can be divided into three categories: A, B and C, and different sampling and support methods must be adopted. The terminals of bathroom cabinets are differentiated according to the situation of building materials market, and the main criteria are their exhibition area, geographical location, people flow, turnover and influence.
(1) Class A terminal planning
Specialty store. Give maximum support to the construction management, outdoor advertising, promotion, personnel, services and terminal display products of Class A terminal stores.
(2) Class B terminal planning
Franchise area. The exhibition area, decoration and the number of exhibition samples in the exclusive area shall meet the requirements of the company. Give some support to the management of B-type terminal franchise area, terminal outdoor advertising, promotion, service and terminal display products.
(3) Class C terminal planning
The exhibition area and the number of samples can't meet the requirements of the company, but the dock has a good geographical location, a large flow of people and a large turnover, which has certain influence.
The terminals of Class A outlets will be laid out in each region first, and then gradually extended to other types of outlets. The principle of terminal layout and product proofing is to unify the style, strive for the best display effect, provide convenient purchase places, and maintain and enhance the brand image. The requirement of sampling is to strive for the best exhibition place in the building materials market.
Establish 5S concept stores of sales terminal A and B stores in mature areas, and build a terminal standard platform. 5S, namely, exhibition, sales, service, information system and solar energy culture. Several necessary parts include: consumer misunderstanding education experience, use experience, star product performance experience, personalized value-added experience, brand culture shock experience, service experience and so on. 5S concept stores, including store image, pre-sale, in-sale, after-sale and so on, have specific and clear specifications. The purpose of 5S concept store is to enhance the product image and brand image of French terminal, and really make French bathroom cabinets move and light up.
2, terminal display specification
(1) store decoration requirements: the decoration of the product display area must conform to the decoration design of the company and the requirements of the VI manual.
(2) Product display requirements: At present, the main products are displayed in the most eye-catching places; Products are placed according to the unified specification series, and products of the same series are put together; The sample shows the scale effect.
(3) Terminal identification requirements: each French bathroom cabinet must have a brand label; Ensure that the store head with the bathroom cabinet sample of this brand has obvious brand recognition; Ensure that there is a leaflet on the head of the sample bathroom cabinet of this brand; Ensure that the manager of the bathroom cabinet display area of the brand has a power of attorney, various honors of the brand and patent certificate display and other promotional materials.
(4) Terminal recommendation requirements: Terminal personnel should actively recommend the bathroom cabinets of this brand; Be able to understand the bathroom cabinets of this brand, especially the product advantages, characteristics and main product series; Buyers who can take the initiative to come forward to consult will issue leaflets of this brand bathroom cabinet.
(5) Requirements for French marketing personnel to operate the terminal: If there are no accidents, they should visit the terminal every time they travel to this area, train and guide the salesmen and shopping guides of dealers, improve the terminal sales ability, ensure that the auxiliary products of the terminal are placed correctly, ensure that the required items are sufficient, and ensure that the product sampling and decoration meet the standards. Timely feedback of terminal information.
(6) Terminal assessment: establish a terminal assessment system, and the company's superiors conduct market inspections and terminal inspections in various regions every month, and conduct assessment and scoring according to standards.