Cleaning and deodorizing are the basic functions of all shampoo and bath products. Aromatherapy is derived from the basic demand of deodorization, which has the intuitive association of "removing odor and keeping fragrance lasting" and contains the rich connotation of "refreshing the brain and relieving tension" to segment the consumer demand in the target market. It is very different from all kinds of bath products on the market and has a completely independent new concept space.
In recent years, with the gradual popularization of aromatherapy stove, aromatherapy essential oil, aromatherapy cream and aromatherapy culture in household consumption and professional beauty salons, it is the general trend for aromatherapy daily bath products to enter the market. At this stage, although there are similar or similar products scattered in the market, such as Onesias skin massage bath, Haoya hibiscus flower bath, natural beauty life series aromatherapy bath, Diying aromatherapy shampoo, Japanese hair tonic, etc., most of them are incomplete and expensive. Except Sias, there are no strong brands in similar products.
Because it caters to the consumption fashion in the era of leisure economy, the market prospect of * * products is broad. It is predicted that a large number of similar products will be put on the market in the short term, and there will be a fashion trend after 1~2 years, but those who make the first move will surely gain the best-selling advantage. Therefore, the current market situation is extremely conducive to the marketing promotion of * * series products and the establishment of low-priced fashion brand image.
Second, the company terminal sales support
1, point-of-sale publicity: posters, folding pages, brochures, shelf cards, shelf cards, store signs.
2. Props for promotion: tent, sun umbrella, landing light box, easy-to-pull net display stand, Yi Labao and promotion desk.
3. Sales AIDS: sales brochures, display racks, special stacking heads and wall-mounted light boxes.
4. Gifts: 100g aromatherapy-whitening (moisturizing, moisturizing and whitening), shampoo package, others.
5. Advertising: advertising for investment promotion or product promotion in mainstream media such as girlfriends, family members and partners.
6. Other support. For example, literature and art promotion, various media advertisements according to the development of regional markets, information advertisements on company websites, and practical training support.
Third, the start-up process of the terminal market.
(A) organizational structure construction
Organizational structure is the guarantee of market expansion. In order to ensure the smooth listing of * * series products, managers will take the lead in each regional market (prefecture level), and at least 1 business manager (or salesman) and 1 promotion director (or 2-3 excellent promoters) will be allocated, and a * * brand team will be established in time to be fully responsible for the listing and promotion of new products.
(B) integration of market resources
1, staff training and enrichment
Solid product knowledge is the foundation of promotion, and training is the top priority when new products enter the market. One week before the company deployed new products in Lan Ruo, all markets were good at guiding employees' high enthusiasm, quickly completing the knowledge training of * * series products, deeply understanding the new concept of aromatherapy, and establishing the confidence to win. At the same time, as appropriate, do a good job in the reserve of * * full-time promoters.
2. Capital preparation
Give full consideration to the distribution and reasonable inventory of the first batch of new products, as well as some necessary expenses such as entrance fees and pre-promotion fees that need to be paid in advance, and rationalize the capital flow.
3. Public relations development and market research
Actively visit dealers and retailers in the existing market system, and conduct market research on the distribution of similar products, the coverage of consumer groups, the level of customer composition, and horizontal competition. , and by the way, complete the information bulletin of new product listing in Lan Ruo, make preliminary contact, create a relaxed environment for new product listing, and initially draw up the * * market expansion plan.
(3) the choice of terminal stores
According to the market research information, 3-5 large and medium-sized terminal stores with reasonable input and output, consumer group coverage and customer composition level are selected as the first batch of entry targets.