Marketing plan for skin care products 1 1. Market analysis
1, requirement analysis: mining hidden requirements. As we all know, there are many kinds of human needs, among which the hidden needs are the most worth exploring. How to tap the hidden needs of customers is the key to our envy of success. But what I want to say here is that although this project was not established when we found obvious demand, after analysis, we think it is a hidden demand worthy of our exploration, and we need to do some marketing activities and publicity to reasonably guide the majority of students to establish this demand awareness, so as to cultivate the seriousness and loyalty of student customers.
2. Target customer analysis: the target market should be tilted. There is no doubt that our target markets are the Department of Economic Management, the Department of Finance and Economics and the Department of Foreign Languages. Because the products we want to sell are skin care products, which have the effect of beauty and weight loss, our business will be inclined to these departments with more girls. Of course, we will not ignore the boy market. For example, in love, boys are worried about what to give girls. This small product, skin care product, is exactly what girls want, plus our thoughtful service (free to help customers write truth, package and deliver goods). In this way, our target customers will be greatly improved.
3. Nanyang market survey and analysis: According to the results of our questionnaire survey, 50 students accepted our questionnaire survey, among which 53% said they would choose skin care products, and 43% said they would choose other ways to do skin care. The survey results are shown in the following figure:
Whether to choose skin care products for consumption
Will choose: 53%
Will not choose: 47%
From our survey results, it can be concluded that there is a certain potential market demand for skin care products in Nanyang University, and more than half of consumers choose skin care products for skin care and maintenance. The reason why they make such a choice is because they understand the efficacy of skin care products, such as skin care and beauty, which also plays a certain role in losing weight. The other half didn't choose because they didn't know enough about the efficacy of this brand product. To open the other half of the market, it is necessary to increase publicity and publicize the efficacy of skin care products. In this case, the development prospect of skin care products in Nanyang's vast market is considerable.
Second, marketing activities and strategies
1, initial marketing: there are many marketing channels. We pay attention to marketing activities anytime and anywhere. In the early stage of actual combat, we will vigorously publicize and distribute leaflets on campus (mainly for girls), and at the same time introduce them to the efficacy and usage of the products. At the same time, we can also use modern network technology, such as in? Nanyang back house? And post in Tencent alumni for publicity. Let as many students as possible know about our products.
2. Market strategy
( 1)? Love card? . Since the university is a paradise for love, how to make use of modern college students? Love fever? In other words, we can use the packaging of products, and at the same time help consumers write down what they want to say to their favorite objects, and help customers package and deliver goods for free. This part is not only aimed at female consumers, but more importantly, it broadens the market to male consumers, thus broadening the whole consumer group in Nanyang.
(2)? Family card? . Near the end of the semester, students will want to bring some handwritten letters to their families. Skin care products are very suitable for middle-aged and elderly people. They can not only keep young, but also treat various skin diseases. For students with parents' heart, it is worthwhile to spend a little money to show filial piety.
(3)? Health card? . For the special period when the weather is high and the epidemic is rampant, especially the spread of facial acne, we have to be alert to this hot summer day. We model our product as a strategy to improve immunity. In this way, our products will be welcomed by girls and boys.
(4)? Beauty card? . Every girl has a love of beauty. Many girls have exhausted all kinds of plastic surgery methods and spent a lot of money, but the results are disappointing. Skin care products are different. She is one of the masters of beauty. As long as it is changed, various skin problems can be solved, and the effect is very good. Long-term use can also prevent various diseases. Improve the vitality of nervous system cells, regulate endocrine, enhance body elasticity, and make you relaxed and happy every day.
Third, the product life cycle strategic forecast
With the development of technology, the change of market demand and the intensification of competition, the products provided by schools need innovation, which requires studying and predicting the changes in the market and staying ahead of competitors, rather than simply imitating their practices. However, the cost of selling products in an innovative way is often high, and the failure rate is also high. In order to obtain economic benefits, it is necessary to analyze the product life cycle and adopt different marketing strategies at different stages of the life cycle. For this product marketing, our team divides the product life cycle into four stages.
The introduction time is from 4: 30 pm to 5: 00 pm. At this time, few people know about the products and the sales volume is small. For this stage, our team's marketing strategies are: 1. Quick skimming: high-priced launch of new products, a large number of promotion costs; 2. Slow skimming: launching new products at a high price and a small amount of promotion expenses; 3. Rapid penetration: launching new products at low prices, with a large amount of promotion expenses; 4. Slow penetration: launch new products at low prices and a small amount of promotion expenses. At this stage, we should take limited actions to control the cost as much as possible, and give priority to unified promotional information and style in the selected market, so that the market can understand the characteristics and advantages of new products.
The growing season is from 5 pm to 5: 30 pm. At this time, consumer sales increased, market competition intensified, product stereotypes, sales channels established, and promotion expenses stabilized or increased slightly. For this stage, our team's marketing strategies are: 1. Open up new market segments and distribution channels; 2. Reduce the selling price at an appropriate time to attract price-sensitive customers and curb competition.
The maturity period is 5:30-6:30 pm. At this time, the sales volume reached its peak, the demand was gradually saturated, and the sales growth and growth rate were very small or even decreased. For this stage, our group's marketing strategies mainly include: 1. Stimulate existing customers and increase the frequency of use; 2. Improve the styles and patterns of products; 3. Adjust the marketing mix.
6: 30 ~ 9: 30 pm is a recession period, product sales decline rapidly, and consumer interest shifts. For this stage, our team's marketing strategies mainly include: 1 ... reducing sales expenses and saving expenses; 2 appropriately reduce the sales price and strive to achieve marginal profits. By popularizing skills, products are different from competitors to attract the attention of the target market.
Fourthly, the introduction of the team and its own situation.
We are an interdisciplinary young man with a strong interest in marketing. We are determined by our own beliefs and always follow the laws of the market. Can we use it? Do things with your heart and be a person by feeling? Attitude towards every consumer in the marketing process, we have always been firm in our ideas, strict with ourselves, never stop, unite and stick to the end? No friendship, no business? I believe our friendship can stand on our way to success. We hope to further cultivate our comprehensive ability through this activity, and we also hope to gain something from this activity. At the same time, we also thank the School of Economics and Management for giving us this precious opportunity to exercise ourselves and improve ourselves in this platform.
Verb (abbreviation of verb) competitor analysis
Skin care products publicity and marketing planning scheme 2 I. Preface
_ _ _ _ _ _ has been deeply loved by fashion consumers. In particular, _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ lip cream? At the same time, _ _ _ _ _ _ has also opened up its own men's market and constantly promoted the new fashion of men's personal care. Now _ _ _ _ _ _ _ is not just a patent for women. Doing a good job in advertising planning of _ _ _ _ _ and implementing its advertising strategy will help to shape a better brand image of _ _ _ _. Help to improve the status of _ _ _ _ _ _ _ in the eyes of consumers.
Second, the market analysis
1, market prospect
The data shows that China spends only _ _ euros (US dollars) per capita on beauty products every year, while _ _ countries spend _ _ euros per capita, which highlights the growth potential of China market. In the next _ _ years, the demand of domestic men for cosmetics will increase by 96% every year. In the field of men's daily chemical products, Biosoft, a subsidiary of _ _ _, took the lead in launching men's products. Then _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _. _ _ _ _ _ _ _ In recent years, the strength of the men's team series can not be ignored. The huge potential of men's skin care products market has made international and domestic brands eyeing this cake. _ _ _ _ launched Olay men's skin care series, and Gillette men launched subdivided functional products globally. Local brands such as _ _ _ _ _ _ _ _ and _ _ _ have joined the battle not to be outdone. At present, in addition to daily cleaning and moisturizing products, some brands have also introduced functional products such as whitening to meet the needs of men in different industries, with good sales. No matter what official report or survey data shows, the growth of men's cosmetics market is unexpected!
2. Competitors
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _.
3. Consumer acceptance
The survey results show that in China skin care market, _ _ _ _ _ _ is mainly aimed at young consumers. Among these consumers, consumers aged 16-35 are the main ones. They pursue fashion and health, so they are also very concerned about their skin health.
Third, advertising strategy.
1, target policy
Through this advertising campaign, not only the sales of several men's products in this activity were increased, but also the popularity was improved, and the potential men's consumers were more aware of the efficacy of the products and paid attention to the maintenance of skin health.
2. Positioning strategy
_ _ _ _ _ _ _ Positioning the low-end brand of the public and positioning 16-35 young consumers.
3. Media selection
Television, newspapers, cars, platforms, pop.
4. Appeal strategy
_ _ _ _ _ _ _ Advertisements appeal for a quality and create a natural image that interprets men's health, sunshine, casualness and nature.
5. Advertising creativity
First, print advertising copy
Title: _ _ _ _ _ _, a symbol of status!
Slogan: Make you look brand-new!
Text: Life is full of challenges! In addition, in today's competitive society, men are under increasing pressure and they play many heavy roles. How can you stand making men so tired? They should also have their own quality of life. Have their own pursuit of beauty. So from now on, from this moment on, pay attention to men's pursuit of beauty They should also have the right to enjoy beauty.
Essay: _ _ _ _ _ _ _ _ _, a friend of men's skin care, strives to create a higher quality life for men and bring you new feelings.
B, TV advertising copy
Slogan: Love him and give him _ _ _ _ _!
1. Figure 1. In an office full of papers, a man who has experienced many vicissitudes is immersed in hard thinking.
Figure 2: In the office opposite the man, the beautiful girl looks at the man with loving and distressed eyes.
Figure 3: The girl took out _ _ _ _ _ _ and put it on the man's desk, saying, Be nice to yourself. Life is more than work. ? The man stood up, clasped the girl's hand, and they looked at each other affectionately.
Schreiber: A man's life is not just a job, he also needs care.
2, pictures 1, in a warm home, my husband is tired of sorting out documents in the study.
Figure 2: The wife pushes the door and comes in with a cup of coffee in one hand and the other hand behind her back. She walked into the desk and handed the coffee to her husband, who stopped his work, took the coffee and looked at her with a smile. The wife asked? How are the preparations for tomorrow's negotiations going? ? The husband replied? Not bad. ? The wife took out the _ _ _ _ _ hidden behind her? I believe you can. ?
Figure 3: In the huge conference room, my husband negotiated successfully. He took out his mobile phone and called his wife, saying that the love you give is always so sweet. It's good to have you. ?
Voice-over: Men are not so powerful that they don't need to care. A little concern is enough to move them.
Fourth, the advertising plan
1, advertising target
For men, quickly improve brand awareness, increase market share and increase sales.
2. Advertising time
From1February to April of the following year.
3, the target market of advertising
Consumers aged 16-35.
4. Advertising budget
1) advertising production cost _ _ ten thousand yuan.
2) Advertising media expenses _ _ ten thousand yuan.
3) Other required expenses _ _ ten thousand yuan.
The total cost is _ _ ten thousand yuan.
Verb (abbreviation of verb) effect prediction
Through advertising, within five months, the brand seriousness of _ _ _ _ _ _ will increase rapidly, and its market share will increase, and the sales of _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ So as to occupy a certain advantage in _ _ _ _ elegance and _ _ _ _.
Skin care products promotion and marketing planning scheme 3 1, activity creativity in place.
At present, most manufacturers regard the promotion of cosmetics specialty stores as an immediate marketing tactic, which leads to excessive promotion activities in the market, dazzling consumers and gradually losing interest in small and medium-sized pure promotion activities (discounts and gifts).
If you want to stand out from many promotional activities and attract consumers' attention quickly, you must work hard on the creativity of the activities and strive to meet the requirements of SP activities? Three new and four natures? Principle (this part is another draft).
A. Three new policies: new concepts, new selling points and new forms of activities.
B, the four principles; Publicity, public welfare, authority and news timeliness.
2. Pre-publicity activities are ready.
Promotion activities need more people to know, understand and even take direct action-buy products. Naturally, many people need to know and participate in this activity to achieve our purpose of publicity and sales.
Therefore, in order to spread the event notice to the maximum extent, the event notice must be accompanied by advertisements, event subtitles, broadcast DM, newspaper stickers, posters, and event notices printed on terminal packaging (such as station cards and stop signs). Moreover, it is more interesting and effective to publicize the mechanism of the product while releasing the activity notice than simply advertising the product.
3. Government public relations are in place.
All SP (especially outdoor) activities have to deal with many government departments. Whether the event can be held smoothly has a lot to do with their support. If a department gets stuck, it may lead to rescheduling or abortion. Therefore, before holding the following large-scale activities, we must have a communication process with the dealers, and apply in advance. Generally speaking, all outdoor sales promotion activities must be approved by the venue ownership department, the advertising management department of the industrial and commercial bureau, and obtained from environmental protection, urban construction, transportation, health and other departments? Permission In order to ensure the normal development of activities. Therefore, all marketers need to communicate with customers on this issue from the moment they enter the local market. Do the work before you do it, and nip it in the bud.
4, organizational division of labor in place
The implementation of general promotion activities is divided into three stages: pre-event implementation and post-event monitoring, which are closely linked. Inadvertent or negligent details will ruin the whole activity. It is necessary to require the activity executors of the marketing department to have a high sense of responsibility and strong cooperation, and the activity commanders to have a big picture and be meticulous? Narrow-minded? , in the division of labor should be closely linked, everything is someone, everyone is responsible, a clear division of labor:
● The activity preparation period generally includes the following items:
(1) Negotiate with relevant parties and report to local government departments;
(2) Announcement of activities (Kans Shinkansen, outdoor publicity, tabloid publishing, etc. );
③ Prepare promotional materials and gifts for the event;
(4) commodity preparation;
⑤ Investigate and arrange the activity site in advance;
⑥ Division and training of beauticians, makeup artists, promoters, urban beauty guides and other business personnel participating in the activities;
⑦ Further contact and communicate with sales terminals, strive for a wide product display area and prominent booths, communicate with stores and fully cooperate with sales staff. Can conduct a comprehensive shopping guide in the store, work hard on the terminal image, and set off the sales atmosphere.
● Activity execution:
① Arrange the site in advance, pile up articles, colorful flags, banners, display boards, posters and other publicity materials to ensure a strong and solemn atmosphere. (2) The division of labor is clear: special personnel will be arranged to help people, greet customers, introduce products and distribute DM, and the on-site activity director will be responsible for global monitoring, situation control, on-site scheduling and other affairs.
(3) Everyone is dignified and generous, and everyone has the obligation to guide and introduce products, and everyone has the obligation to maintain order at the scene, guide people to flow, and ensure environmental sanitation. Therefore, promotion, business and publicity personnel need to be familiar with product knowledge, understand the basic skin care knowledge of the target population, and master the advantages and disadvantages of competitors, so as to introduce products to consumers sincerely and rationally.
(4) Make the obedient salesman a Kans professional beauty consultant, and people around him will try their best to introduce customers to the salesman and let the professional beauty consultant recommend products to consumers.
⑤ When there are preferential sales and samples as products, as a means to maintain the atmosphere at the scene:
When there are few people at the scene, send balloons and small red flags to customers to attract people; When there are many people, choose to introduce products to them; Commodities and gifts that seem expensive must also be registered and distributed in strict accordance with the appointment to avoid competition and confusion.
● After-activity work
(1) Track the activity process, that is, the photographer is in the process of taking photos with thematic significance or shooting the activity process.
② The person in charge of the activity called all participants to analyze and summarize the gains and losses of the activity. And in the next few days, pay close attention to the terminal delivery after the event and complete the written summary report of the event.
Because of this, promotion activities are the biggest test of the orderly management, meticulous work and unity of personnel of various marketing departments. Marketing directors and employees should constantly sum up and improve in order to better promote the development of the market.
5. The atmosphere is in place
The on-site atmosphere of publicity activities is created by our publicity materials layout, personnel image and on-site organization. The atmosphere directly determines the attraction, number of people gathered, sales volume and publicity effect of the event, which can not be ignored.
(1) promotional materials generally include:
A. Banners: There should be one or two main banners (activity theme) (Han Shu's star-making activity when he enters the terminal to look for model customers) and several product banners (efficacy and features). If there are several banners for blessing in the festival, except the main banner, which can be slightly longer and wider, all the other banners should have the same color code, uniform font, uniform length and width, basically the same hanging height, uniform banner spacing and excellent visual effect.
B, colorful flags: different colors are inserted, but the fonts and characters are the same, and the distance is the same, forming a semi-arc or matrix enclosure for movable tables and chairs and personnel areas.
C. Exhibition board: The exhibition board is placed on both sides or diagonally in front of the movable desk and chair, and expresses the following contents: product introduction, enterprise introduction, activity notice, etc.
D. tables and chairs: tables and chairs are placed in an orderly manner, and professional promotion tables are used uniformly.
E. others: you can hang small flags and posters in a string with ropes at the scene to set off the atmosphere.
In the choice of site occupation, pay attention to avoid light in summer (direct sunlight, consumers will not stay for a long time, and their employees will be affected) and shelter from the wind in winter. At the same time, the location should be conspicuous, and the venue can gather people with large capacity.
(2) personnel image (all promoters wear company uniforms)
First, the personnel who distribute publicity materials must be polite and not distribute them to consumers at will, but? Smile and say:? Hello, so-and-so products are on sale and point to the event site at the same time? .
B, etiquette personnel wear ribbons, etiquette personnel for large-scale activities can wear etiquette clothes (it is not particularly required to wear company publicity clothes) to show grand atmosphere.
③ On-site organization
On-site organization and scheduling mainly have the following responsibilities:
A, make the crowd orderly;
B, supervise and guide the work of propagandists and etiquette personnel;
C, on-site promotion and publicity atmosphere;
D, time sequence control of the activity process;
G, to prevent the interference and harassment of competitors' promoters.
6, personnel training in place
(1) Sales and publicity staff:
A, product knowledge training; How to answer the obstacles in sales; Skin knowledge training for product target population;
B, the significance and importance of activities, improve morale and sense of responsibility;
C. explain the tasks and division of labor that everyone must complete.
7. Wharf construction has been put in place.
Afterwards, the wharf construction must be further strengthened because:
(1) Before the event, consumers may go to the terminal to learn about the products because of some event notification advertisements;
(2) After the event, the product popularity will be improved and the cognitive scope will be expanded, and the degree of terminal construction will directly determine the aftereffect of the promotion activities.
8. News reports are in place
It is necessary to preview the news of public welfare activities, and the news reports and comments after various activities will further help to enhance the image of enterprises and products. Another point that needs to be emphasized is to pay close attention to the weather after determining the time and place of the activity. In the season of rainstorm or possible rainstorm, we should consider the candidate venues for activities. Once the weather is bad, we can minimize the factors that reduce the effect of activities.
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