飘柔市场营销中英文分析文档格式.doc
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飘柔市场营销中英文分析文档格式.doc
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diversityoftheshampooandtakingcareofthepubliclife.
2、goals:
⑴nonfinancialgoals:
①retainitspresentimageashighqualitybutcheapproducts
Intheshampoocategoriesinwhichitcompetes.
②addanewproductevery2orthreeyears.
③furtherpromoteitspopularityandpenetrance.(渗透率)
⑵financialgoals:
retain15%shareoftheshampoomarketin
thefuture.
3、corecompetencyandsustainablecompetitiveadvantage:
Lowpricealongwithhighquality,widepopularityandawareness.
Situationanalysis:
1、SWOTanalysis:
Strength
⑴Thepriceandqualityoftheproductisconsistent.
产品价格与质量比较吻合,基本做到优质优价。
⑵IthasenteredtheChinesemarketforalongtimeandhasalargermarketawarenessandpenetration.
进入中国市场的时间较长,具有较大的市场认识度与渗透率。
⑶Ithasavarietyofproducts,strongbrandresearchanddevelopmentcapabilitiesanddandruff,smooth,treatmentandotherspecies,sothecustomershavemanychoices.
产品种类多,品牌研发能力强,有去屑、柔顺、焗油等种类,顾客选择多样性。
⑷Rejoice’sadvertisingcampaignispowerful,anditsadvertisingslogan:
rejoicethatself-confidence;
Thislaunch,static,beautyoneachside;
Launch,cardiac,floatsoftaredeeplyrootedintheheartsofthepeople,suchasadvertisingformdiversification,boldnovel,targeted,isdeeplyrootedintheheartsofthepeople.
飘柔的广告攻势是强大的,其广告词:
飘柔就是这样自信;
秀发动、静,每一面都美;
发动,心动,飘柔等均深入人心,广告形式多样化,大胆新颖,具有针对性,深入人心。
⑸Ithasoccupiedalargermarketshare.
占据着较大的市场份额。
⑹Ithasbrandadvantage.
具有品牌优势。
⑺Thetargetgroupisclearandithashighbrandloyalty.
目标群体明确,品牌忠诚度高。
Weakness
⑴Itputslittleattentiontodandruff,itching.
在去屑,止痒等功能方面有所缺失。
⑵Inviewoftheobjecthavelimitations.Rejoicealwaysemphasisthefemaleconsumersofhair,andtoacertainextent,ignoresthemaleconsumers.
针对对象有局限性。
飘柔一直主打的是女性消费者的秀发柔顺,而在一定程度上忽略了男性消费者。
⑶It’spropagandamediaistoosingle.RejoiceisverysuccessfulinTVadvertising,butignorestheothermediapublicity.
宣传媒体过于单一。
飘柔在电视广告方面很成功,但忽略了其他媒介的宣传。
⑷Lowpricelowerthelevel.
低价格拉低档次。
⑸Rejoiceshampooviscositywillbeeasytostay,sothehairisdifficulttowash.
飘柔洗发露的粘稠度会易残留,不容易洗净头发。
Opportunities
⑴Growingtrendofpopularfashionbeauty,rejoiceasakindofhairproducts,underthistrend,therearealotofroomtogrow.
大众追求时尚美的趋势日渐增长,飘柔作为一种美发产品,在这种潮流下,有很大的发展空间。
⑵Procter&
gamblecompanysupportthedevelopmentoftherejoice,useavarietyofmarketingtoolsandadvertiseaggressively.
宝洁公司的支持,对其采用多种营销手段,努力进行广告宣传。
Threats
⑴SLEKofC-Bonsgroupoccupyacertainmarketthrougheffectivemarketingmeans.
丝宝集团的舒蕾通过有效的营销手段,占据了一定市场。
⑵Chineselocalbrandachievedevelopment,suchasbullies,zhuifeng.
中国本土品牌的发展,如霸王,追风。
⑶Procter&
gamble'
srival,unilever'
sextrusion.
宝洁公司的强劲对手,联合利华的挤压。
⑷Inrecentyears,HaodiandLafang,whichareactiveinthetheshampoomarketformsiege.
近几年,在洗发水市场异常活跃的好迪,拉芳对其形成围攻之势。
2、industryanalysis:
⑴Chinaisthecountryoftheworld'
shighestproductionandsalesof
shampoo.
⑵Currently,Chinahasmorethan2,000manufacturersofshampoo,theshampoobrandinthedomesticmarketisnearly4000,thetotalconsumermarketisabout200millionpeople.
⑶Inthelongrun,shampoomarketprospectsarestillconsiderable.Thelocalizationofinternationalbrandsandgrowingmutualinternationalcontestbetweennationalbrands,thecompetitionwillbealongprocess,whichisalong-termtrend.
⑷Greatlyenrichedproducts,productsegmentationbecomemoreobvious.
⑸Themaintrendofshampooisofhighquality,becomefunctionalandpayattentiontonaturalingredients.SpecialEnvoyofthefunctionsandauxiliaryfunctionswillcontinuetorefine.
⑹Theappearanceofshampooitsstylingwillcontinuetochange.
3、competitorsanalysis:
⑴Head&
Shouldersadvocatesdandruff,Sassooninsistonfashion,Luxemphasizesstareffect,andPantene’svitaminB5.
⑵Rejoicerepresentsyouth,wisdom,andthemodernwomanfullofself-confidencetofacethechallenges;
Head&
Shouldersisreasonablyrepresentativeofthepeople,ideasreality,morewillingtoworkwithpeopleclosetothemodernwoman;
Sassoonrepresentsactiveandisfulloffashiontoattracturbanwomenforce;
Pantenerepresentsconfident,elegantprofessionalwomen.
4、Companyanalysis
(1)Procter&
Gamble(P&
G)isaFortune500Americanmultinationalcorporation,awiderangeofconsumergoods.
(2)Procter&
Gamblehasnearly300brandsinover160countries.
(3)Theyarecommittedtohelpingconsumerswithhealth,hygiene,andconvenience.Thecompanyisbrokenintothreedifferentsegments:
HealthandBeauty,Householdcare,andGillette.
(4)Threebilliontimesaday
1、宝洁公司(P&G)是全球500强的美国跨国公司和生产范围广泛的消费品。
2、今天,宝洁公司拥有近300个品牌在全球160多个国家。
3、宝洁公司致力于帮助消费者提供健康,卫生和方便。
该公司分为三个不同的部分:
健康与美容,家居护理和吉列。
5、Customeranalysis消费者分析
(1)Fromonlinesurveys,P&
Gfoundthat80percentofthepotentialbuyerswerewomanbetweentheagesof35-54.
(2)78.2%ofconsumerssaidtheyprefertobuyinthesupermarketorhypermarketshampoo.
(3)Westerndevelopedcountries,percapitashampoofrequencyof6.4timesperweek,Japan5timesaweek,seventimesaweekinHongKong,mainlandChinaandevenintherelativelyhighfrequencyofshampooinurbanareas,theaverageisonly2.5timesperweek.
(4)Consumersinthisagegroup20-50yearsoldaccountedfor89.1percentofthepurchaseamount,theybelievethisisreallyonlyusedtheproductbeforefelttheirefficacy.Whileconsumersinotheragegroupsaccountedforonly11.9%ofthepurchaseproportionisrelativelyemotional,andvulnerabletoexternalfactorssuchastheimpactofadvertising.
1、从网上调查,宝洁公司发现,80%的潜在消费者的是35-54岁之间的女性。
2、78.2%的消费者表示自己喜欢在超市或大卖场购买洗发水。
3、西方发达国家人均洗发频率为每周6.4次,日本每周5次,香港每周7次,而中国大陆即使在洗发频率相对较高的城镇地区,平均每人每周只有2.5次。
4、20-50岁这一年龄层的消费者占了89.1%的购买分额,他们相信实实在的产品只有在用过后才感觉得到其功效。
而其他年龄段的消费者仅占11.9%的购买比例,相对来说比较感性,而且易受广告等外界因素的影响。
Marketproductfocus:
1、Targetmarkets:
Middleandlowlevelconsumers
Thewomanwhoarebetween20and50
Speciallyfortheprofessionalwoman
2、pointsofdifferences:
Familypackage,Portablesmallpackage,Three-wayone(三效合一),specialfunctions
3、Positiontheproduct:
⑴Segmentconsumermarkets:
①gender:
male,female
②Income:
lowlevel,middlelevel,highlevel
③Age:
under20,20--50,above50
⑵Highcost
沙宣欧莱雅
霸王
潘婷力士
Young清扬old
海飞丝
夏士莲
飘柔
蜂花
Lowcost
⑶Conclusion:
Rejoice'
spositioningisright.
Advice:
①develophigh-gradehaircareproducts
②developthesoftsoapandShowerGel
③Subdivideagaininthefunctionalaspectsoftheshampooandlaunchmorespecificproductsfordifferenthairandfunctions.
Marketingprogram:
⑴product:
①Thefunctionofdandruffanditchingshouldbeenhanced.
②developnewproducts
③improvethequalityoftheproductsandmakeittakeless
Timetobecomeeffectivethanbefore
④Perfectthepackagingoftheproduct
⑵price:
Thepriceshouldbealittlehigherandthestrategyof9.9yuan
shouldbegivenup.
⑶place:
inthesupermarketsofsmallandmedium-sizedcitiesandsmalltowns.
⑷promotion:
①Advertising:
a、ontheTV
b、Online,occupyingthefrontpageintaobao
andotherlargee-commercesites.②personalselling:
Forthepromotionofsomeoftheelderly
TheelderlyisnotsensitivetoTV,Internetandmagazineads,sotheyneedpromotionpersonnelone-to-oneinstruction,Soindepartmentstores,supermarkets,aimedatsomequestionsintheelderly,rejoiceshouldconfigureone-to-onepromotion,promotionstafftoincreaseconsumercrowd.
③directmarketing:
Forsomeboughtorcustomersinterestedinrejoice
Peoplewhohadboughtrejoiceproductscustomersatthemallorsupermarketcanregistercontactway.WhoBoughtrejoiceproductsonthenet,wecancontactway.Wecansendthesetargetgroupsregularlyrejoicediscountmessageorrejoicethelatestnews,toattractthemtobuyagain.
④salespromotion:
Premiums,coupons,contests,samples,loyaltyprograms
Productplacement:
a、insomeTVplaysorfilms
b、WeCancontactsomeauthoritativefashionmagazines
suchasvivi,insertthefloatsoftproduct
advertisinginside.
c、advertisingRejoiceinsomeelectronicmagazine
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