Model essay on cosmetics marketing plan 1
Part I: Advertising strategy.
First, the advertising target
1. With the help of the high brand recognition and reputation of "young" cosmetics for the elderly, we will constantly strengthen its brand position in people's minds, and make its brand a household name in China, with the recognition rate in the eyes of target consumers reaching over 90%.
2. Expand sales, with annual sales reaching over 654.38+0 billion.
3. Expand the market share. In 2008, the market share of cosmetics increased to 40%.
Second, the target market strategy
Through the analysis of the market, consumers and competitors, according to consumers' age, education, income, geographical distribution, purchasing motivation and behavior characteristics, and the brand positioning of "young" series of cosmetics for the elderly, the target market is determined: a market composed of people with average or above family living conditions, filial children, certain living security, stable life, and self-image and self-health protection. Most of the children of these people's congress deputies have married and established businesses, aged between 50 and 65, and have settled in cities and towns, and their children generally have a relatively stable income.
Third, product positioning strategy.
The "young" series of cosmetics for the elderly reflects the concern of contemporary society for the elderly, and with the arrival of an aging society, the consumption power of these people will greatly increase. There is no cosmetics specifically for the elderly in China. Therefore, the "young" series of cosmetics for the elderly adopts the entity positioning strategy, and its product positioning is: meeting the needs of the elderly, using the elderly, caring for the elderly and serving the society. Its product connotation is closely linked with success.
Fourth, brand image strategy.
Because the "young" series of cosmetics for the elderly are in the forefront of such products, they can best represent the social responsibility and product service responsibility of the "young" series of cosmetics for the elderly. The leading position of products in time and technology can be seen from the degree to which products are so popular with the elderly. With the coming of the 2008 Olympic Games, the concept of social responsibility has been repeatedly mentioned. Therefore, I suggest to continue to strengthen the successful connotation of the brand, dilute the efficacy of the product, and completely adopt the brand slogan of "corporate social responsibility, care for the elderly" to achieve the complete unity of the product brand.
Five, advertising appeal strategy
Because the efficacy of the "Young" series of cosmetics for the elderly has been widely recognized for one year, and efficacy is not the selling point of this product, and rational appeal can not fully reflect the connotation of the product, so the brand advertisement of "Product" suggests adopting the appeal strategy of combining rational appeal with emotional appeal.
Object of appeal: The market is composed of people with average or above family living conditions, filial children and certain living security. These people live a stable life and pay attention to self-image and self-health protection. Most of the children of these people's congress deputies have married and established businesses, aged between 50 and 65, and have settled in cities and towns, and their children generally have a relatively stable income.
Focus of appeal: the significance of corporate social responsibility and brand.
There is an urgent need for the elderly, using them, caring for them and serving the society. product
In advertising, the appeal strategy of combining sensibility and rationality is adopted, emphasizing social responsibility and product connotation, especially emphasizing that products are cosmetics specially aimed at the elderly.
Six, product performance strategy
1, advertising theme
1 the connotation of the "young" series of cosmetics brands for the elderly is to seek youth on the basis of health.
A woman has used cosmetics for decades, but when she is old, she has no cosmetics.
It takes 15 minutes every day, and the old man can't hit his face.
An apology letter. I'm sorry I was wrong.
2. Advertising content
Television advertising text description code I
Theme: The connotation of "Young" series cosmetics brands for the elderly is to seek youth on the basis of health.
Content: During the Spring Festival, a group of middle-aged women were looking for products at the cosmetics counter, and the screen changed. There is a beautiful woman and a handsome boy, age 17. 8-year-old brother and sister, looking for products in the counter of department store. The picture appeared at the same time, and the voice-over said, "Why are there no products specifically for the elderly?" The salesperson shook his head and said no, and the screen switched. The "Young" series of cosmetics for the elderly is specially designed for the elderly. We pursue health and, of course, youth. It is sold in the counters of major pharmacies. At this time, the company stayed in the pharmacy marketing stage.
Television advertising text description code 2
Subject: A woman has used cosmetics for decades, but she has no cosmetics when she is old.
Content: When the spokesperson appeared, Angie Chiu said: After entering the entertainment circle for so many years, various occasions need different cosmetics. I'm a little old now, and I need products specifically for our group. Health is a must. Subtitle: A woman has used cosmetics for decades, but when she is old, she has no cosmetics. At the bottom is the product name, which is sold in all major pharmacies.
Print advertising creativity 1
Subject: An apology letter, sorry I was wrong.
Content: In order to repay the concern and support of the general public, on April 2, half a year after the products of Fanwen Company entered Zhejiang, the company specially planned and organized the "Sincere Feedback, Help the Olympics" activity.
Due to underestimating the public's enthusiasm for our products, facing the scene of tens of thousands of people, our only more than 40 people who maintain order are at a loss. Coupled with the scorching sun and steaming heat, the scene finally got out of control, the guardrail was crowded, the security guards were scattered, more than ten people lost their shoes, and the "baby" used for extra delivery was robbed, and even nearly ten people were injured and bruised. ...
This is our biggest heartache and I didn't expect it. Our hearts ached for the citizens who lined up at 5: 30 in the morning. At seven o'clock in the morning, nearly a thousand people were orderly, and we were very sad. Because of the obvious effect, most people in the team have become our loyal friends. It turns out that they can all be happy and young, and feel the effect of youth. In addition to heartache, I still want to thank many rational citizens and public security comrades who heard the news. You stopped the chaos in time and put forward many opinions and suggestions. I sincerely appreciate your hard work. thank you ...
Seven, advertising media strategy
This advertisement mainly chooses the combination of TV and newspapers and magazines, and gradually strengthens the frequency of advertising before the arrival of the peak season. Product advertising is divided into two parts: putting emotional appeal advertisements in newspapers to make the audience remember them in a short time; Putting advertisements combining rational appeal and emotional appeal on TV makes it easy for the audience to remember for a long time.
The second part: advertising planning
I. Target areas
National key cities: including Beijing, Shanghai, Guangzhou, Shenzhen and Wuhan, with emphasis on Beijing and Shanghai.
Second, the advertising media selection and release plan
Product brand advertisements are all placed on CCTV's two economic channels and four international channels. According to the characteristics of emotional appeal, the combination of visual media and auditory media in TV will be better. Advertising does not need to introduce products, but only needs the audience to passively accept strong sensory impact, thus strengthening the brand image. Choosing international channels and economic channels is conducive to the international promotion of brands. The publicity is gradually strengthened with the arrival of the peak season.
One month before the arrival of the peak season, four strong advertisements were placed in the central government. "All advertisements that combine the rational needs and perceptual needs of products are published in newspapers and magazines, including,< Healthy Life >,< ningbo evening news >,< China Old Annual Report, I wish you a healthy column >. Focus on the newspapers that the elderly like, and the situation in local newspapers is different.
Third, the advertising budget
Model essay on cosmetics marketing plan II
I. Project objectives
1。 1 demand analysis
Personalization and liberalization of e-commerce transactions can create unlimited business opportunities for enterprises, reduce costs and better establish relationships with customers, distributors and partners. To this end, many companies actively expand e-commerce, serve customers and integrate value chains.
With the development of global information network, the Internet is not only a technology, but more importantly, it has become a new business model. From 4cconnection. Communication, commerce and cooperation have completely changed the way of human work, study, life and entertainment, and become the main driving force for national and regional economic growth. Internet is becoming the largest public information database in the world, which contains countless information resources, and all the latest information can be obtained through network search. More importantly, most of the information is free, and the application of e-commerce can enable enterprises to obtain massive commercial information that cannot be obtained under the traditional mode, and stay ahead of competitors in the fierce market competition. The Internet is really full of business opportunities.
At present, many enterprises in our country go online, but they just show their online image, which is far from the connotation of e-commerce. Internet access by enterprises does not mean the realization of e-commerce. Only when the website brings substantial help and remarkable benefits to the enterprise, such as news release, online survey, bbs, etc. The website with online transaction function is the development direction of enterprise e-commerce. The core of e-commerce should be commerce, and electronics is the means. In the Internet era, enterprises should make full use of the Internet to gain insight into consumers' needs, break through the restrictions of sales and services, expand market opportunities, practice e-commerce as soon as possible, feel the great charm of e-commerce, seize the opportunity, and establish a business website with customer service as the center, meet the all-round needs of consumers and partners, attract many visitors and enhance the radiation effect of corporate brands.
To this end, we combine the future development direction of the website, and in a professional and responsible spirit, on the basis of the original website, further strengthen the interactivity of the website of * * Cosmetics Co., Ltd., improve the product display function, recommended news release function, after-sales service function, enterprise forum and other functions, and close the relationship between * * Cosmetics Co., Ltd. and partners, distributors, customers and visitors, optimize the business model and improve the operational efficiency of the enterprise. Adopt the latest technical architecture and application system platform to assist the website of * * Cosmetics Co., Ltd. to optimize the complex business operation process. An online brand promotion platform is specially designed for the website of * * Cosmetics Co., Ltd. ..
1。 2 website goals and expectations
1. Establish a brand-new corporate image
For an enterprise with cosmetics industry, the brand image of the enterprise is very important. Especially in today's rapid development of Internet technology, most customers know about enterprise products, enterprise image and enterprise strength through the Internet. Therefore, the image of corporate websites often determines the confidence of customers in corporate products. Establishing a website with international standards can greatly enhance the overall image of the enterprise.
2. Optimize the internal management of enterprises
The construction of enterprise website will bring a brand-new model to enterprise internal management. Website is the platform to realize this model. It has played a great role in reducing the loss of internal resources, reducing costs, strengthening the contact and communication between employees, and finally optimizing the operation and operation of enterprises.
3. Enhance sales force
Sales force refers to the embodiment of the comprehensive quality advantages of products in sales. Modern marketing theory holds that sales is communication. The success of sales depends not only on whether the advantages of the product can be fully disseminated, but also on how much effective information the target audience can get from it. Because of the "one-to-one" feature of the Internet, the target object can choose information that is useful to it. This in itself determines that consumers are interested in information. So that the dissemination of information is not subjectively added by consumers, but selectively absorbed by consumers. At the same time, through the advanced design of the website, the product information not only has the advantage of large amount of information in newspapers, but also combines the comprehensive advantages of sound, light and electricity of TV, which can firmly attract the target audience. Therefore, the effectiveness of product information dissemination will be greatly improved, while improving the sales force of products.
Step 4 increase added value
As many people know, buying products is not only about buying visible objects, but also about invisible after-sales service. This is the added value of the product. The higher the added value of products, the more competitive they are in the market and the more popular they are with consumers. Therefore, in order to win the market, enterprises must do everything possible to increase the added value of products. At this stage, the traditional after-sales service means can no longer meet the needs of customers. Providing consumers with convenient, effective and instant 24-hour online service is a brand-new direction to reflect the added value of the project. Customers all over the world can download the information they need at any time through the website, get the answers to difficult questions online and submit their own questions online.
Second, the overall structure of the website.
2。 1 website column structure
2。 2-column description
* * The column structure of the website of Cosmetics Co., Ltd. is shown in the above figure. Column planning has fully considered the needs of * * Cosmetics Co., Ltd. to display its corporate image and expand its popularity. The content of the website mainly focuses on the company's basic situation, technical strength, cultural concepts, services, products, after-sales service and other information, and comprehensively enhances the company's overall image.
2。 2 1 Website Home Page
The homepage of the website is the first window of the enterprise website, and it is the key page that determines the first impression of customers on the enterprise culture. The layout and style of the page play a decisive role in the overall positioning of the website. We have a professional and dynamic art design team, wonderful flash vector animation technology and experienced website planning engineers. Customize the unique style and overall image structure for the customer's website.
2。 22 enterprise profile
This column uses static pages, and its main function is to promote enterprises. By introducing the basic situation, cultural concepts, services and products of the company, * * Cosmetics Co., Ltd. will be familiar and trusted by more customers. In page design, we use various effects flexibly, and strive to convey the corporate image of * * Cosmetics Co., Ltd. best.
2。 23 product information
This is an online trading system integrating product display and online ordering functions. The successful construction of this column shows that the enterprise has initially realized the application of e-commerce.
The company displays its products through this module, and the product introduction includes product pictures and detailed text descriptions. The webmaster can add, delete and modify product information in the management background, and can define whether the product is a new product or a recommended product to highlight.
The front desk displays goods by category, and sets the retrieval function. Visitors can easily find the products they need to know by category.
Modular feature
1 The administrator can manage the classification of products, which can be divided into Grade I or Grade II.
Administrators can publish, delete and modify product information.
Administrators can specify whether to display products, whether they are new products or hot-selling goods.
Administrators can specify the display order of new products and hot-selling goods.
Support product classification, small classification and keyword fuzzy search.
Combined with the shopping cart function, customer orders are sent by email.
It is recommended to use dynamic module.
Module introduction
This system is an article management system. Enterprises will publish their common problems in the service process on the Internet according to categories, and set up a problem submission form, so that visitors can submit problems online. Administrators can manage these questions in the background, and can choose to reply separately or publish them to the customer service system after modification according to the universality of the questions. Documents support classified retrieval function.
Modular feature
I. Category management
Flexibly modify, add and delete content categories, such as "product ordering, warranty, maintenance, technical support, frequently asked questions" maintenance.
B, goods management
Free to modify the content of articles, administrators can freely complete the operations of adding, modifying and deleting articles.
C, customer problem management
The questions submitted by customers are not displayed in the front desk of the website, and administrators can freely choose to post common questions or answer questions for customers alone.
D, customer problem modification
Before publishing the questions submitted by customers, administrators can modify the titles and answers of the questions.
E, question inquiry
Customers and webmasters can query questions through categories and keywords.
Four. Website construction progress and implementation process
4。 1 project cooperation and members
According to the work content and scope of this project, we will set up a project working group of about 5 people to be responsible for the development of this project. Specific responsibilities are as follows:
The main members of our project
L project manager 1
The project manager is responsible for the management, organization and coordination of the project, and controls the project resources, so that the project can be implemented as planned and meet the business requirements specified in the project. The project manager is responsible for the quality, schedule and cost of the project. The project manager is responsible for customer relationship management and is also the main counterpart coordinator of the customer project manager.
And is responsible for the design of database structure and function program in the whole project.
L 1 senior programmer
Responsible for developing programs and multimedia for external websites and internal service systems.
Lhtml produced 1 person.
Responsible for the template making and html construction of web pages.
L creative design director 1, art designer 1.
Engaged in the overall creativity, planning, visual design and interactive expression of the project, and mastered the direction and design scheme.
Submit, control, guide and supervise the quality of project planning and design.
Key members of customer projects
L project manager
The project manager is responsible for project management, organization and coordination with us, signing various project documents, and cooperating with us to promote the whole project from beginning to end.
4。 2 project implementation methods
The effectiveness of project management is directly related to the success or failure of the whole project. Especially the new technology application projects related to inter are very difficult to implement at home and abroad, and need successful project management. We are fully aware of this and are ready. We have rich experience in project management, a set of practical and constantly improving implementation methods and experienced project management talents.
Our project management strictly follows the principle of Project Management Entity in projectmanagementinstitute, and combines the characteristics of it system development and creative design of inter projects. Our method is suitable for projects with a large number of system application development and creative design. It has been reflected and confirmed in more and more successful projects.
The implementation method of the project is to ensure that each of our projects can be successfully completed, effectively cooperate with various professionals to participate in, manage and allocate resources in an organized and planned way, and ensure that our projects are completed on time and with high quality to the greatest extent. As the result of our years of accumulation and exploration, here is an introduction.
The five basic stages of our project implementation method are:
1 planning definition
As the beginning of the project, the purpose of the planning definition stage is to accurately grasp the customer's business purpose and establish the scope, integrity and operational feasibility of the project. This includes reviewing the customer's business strategy; Confirm, record and sort out the demand list according to the priority, and put forward the draft system architecture. According to the characteristics of the project, we will select project members, integrate working groups and arrange project plans.
2 analysis and design
After getting the results of the list of project objectives, scope and high-level requirements, we will make a more detailed analysis and design in terms of functions, system architecture technology and visual creativity. We will record them one by one and discuss the improvement with you. If necessary, we will make a prototype or demonstration system to test our concept.
After that, we will complete the content development, interactive information and interface design according to this design.
3 coding production
We started to build this system. The work in the development integration stage is to develop all the design results.
If necessary, we will also integrate this new system with your existing system. At this stage, a normal execution system is completed.
4 test acceptance
The test includes two parts: functional test and performance test. Then the completed system is migrated from the development environment to the release environment. Release functions and data in a planned way until all open services are running. We will record and transmit all technical and normative knowledge that customers must master and understand to ensure that customers know how to operate and maintain the system. Users and we will try our best to implement the system in a limited scope. After a period of trial operation, the system will be put into formal implementation.
5 Maintenance management
In addition to monitoring and maintaining the living system to ensure its normal operation, the more important task in the management and maintenance stage is to test the actual system performance from the actual operating system; Find out the parts that need to be improved and upgraded during the operation of the system; Measure and compare the success of the system according to the business purpose and requirements. Organize all this information into a plan to facilitate the future enhancement and upgrade of the website system.
Stages, Steps and Tasks
We divide the time period of the project into five stages, and at different stages, we use the corresponding step flow to achieve the goals of different stages. Task is included in different steps to complete the work of this step. From the shallow to the deep, from the general to the detailed, the three elements are interrelated and interact, which organically constitutes the blueprint of the whole method. In practice, according to different tasks in different periods, resources are dynamically allocated and implemented, combined with the professional knowledge of professionals, so that the project can be properly completed.
Project management mode
Project management has a certain model, which has three main components:
L definition and organization of the project
Plan of the project
Project tracking management
Project definition and organization
L General requirements of the project, customer background introduction and scheme composition
L definition of project scope of work
L. composition, roles and responsibilities of the task force
L what is the purpose of the task force in the project and what is its working goal?
L. Internal collaboration and independent management of the Task Force
project plan
I break down the work list.
L make a preliminary project implementation schedule
L Weigh the project implementation progress, project scope and resources.
L Risk management plan forecast and measure control
cost control
Project tracking management
Collect project status information
L analyze the project implementation progress, project scope and resource use.
L project progress report: generally once a week.
L project document records: meeting logs, records and various memos.
L project quality and customer satisfaction tracking
L summary after the completion of the project
With our sincere service, excellent technical ability and scientific project management methods, we will be able to build the website of * * Cosmetics Co., Ltd. to satisfy our customers!
4。 3 project implementation communication
During the formal implementation of the project, we have a special communication platform for project implementation. Designers display design drafts through this platform, and customers view design drafts and make relevant comments through this platform. The system automatically records each communication log.
5. Cost budget
Model essay on cosmetics marketing plan 3
Activity purpose:
With the traditional Mid-Autumn Festival and the second long holiday "National Day" in China, we can attract the popularity of Tongren Yuyan Yangshengtang, create a second sales peak, enhance the brand image of Tongren Yuyan Yangshengtang, and slow down the downward trend of sales in view of the cold market after the long holiday.
Theme: Celebrate Mid-Autumn Festival, welcome National Day and give gifts.
Activity content:
1, Moon Biting Competition
Number of participants: limited to 64 people.
Competition time: September 13, 14.
Registration method: As long as you shop in 50 yuan, you can register on the spot with the shopping receipt.
Operation details:
* * * Divided into 8 groups, with 8 people in each group participating in the preliminary round, with an average of one moon cake of the same size per person. Within one minute of the specified time, whoever eats the fastest and does not violate the rules will be the winner. During the competition, the staff will time according to the cards, and the moon cakes will not be thrown on the ground. Violators will be considered invalid. Choose the first place in each group, participate in the finals, and select the first, second and third prizes and participation prizes.
Prize setting:
Two first prizes, each worth 248 yuan, a set.
3 second prize winners, each with a bottle of 68 yuan Pure Dew.
Five third prizes, one 28 yuan facial cleanser for each prize.
54 participants will receive a discount card worth 10 yuan.
2. If the shopping price reaches 100 yuan, you can get coupons from 30 yuan if you buy more!
30 yuan coupons can only be used when the consumption exceeds 100 yuan.
Activity publicity
1, in-store poster: activity content
2. Banner: Tongren Yuyan Yangshengtang celebrates the Mid-Autumn Festival and welcomes the National Day to send a gift.
3. Invite old customers by phone
4, TV flying word: Tongren Yuyan Yangshengtang celebrates the Mid-Autumn Festival to welcome the National Day, and gives a big gift to bite the moon, buy 100 and get 30 free.
5. Small banners will be used for publicity in communities and crowded places, with contents on them.
Scenes and props layout
1, layout outside the store:
Couplets at the door: family reunion welcomes the Mid-Autumn Festival, the four seas celebrate the National Day with jubilation, and horizontal couplets: celebrate the festival;
2. Shop layout
Placement of medicinal tea: assemble a gift box, the most conspicuous place of medicinal tea cabinet.
Creativity: Small Activities-Couplets
The topic is: 18 kinds of medicinal teas for healthy drinking.
As long as you handle the couplets neatly, the content is relative, and the meaning of the upper and lower couplets is related, you can get a small gift. It can be a discount card for 10 yuan.
Placement of umbilical therapy powder and medicated bath: Next to each product, an obvious signboard with indications is placed.
Cosmetic placement: beautiful and novel
Precautions for activities:
1. Personnel pre-activity training: including reception etiquette and activity content.
2, a clear division of labor, responsibilities.
3. Make detailed activity registration forms and establish customer files.
Delivery scheme
1, this activity needs to pay 2000 yuan, and the goods will be delivered at the normal discount. In addition, we will give away prizes: 4 sets of boxes, 6 bottles of pure dew and 10 cleanser.
2. Distribute 100 discount cards
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