I. Preface xxxx has always been deeply loved by fashion consumers. In particular, xxxx lip-moistening series has a dazzling variety. Xxxx has developed its own men's market and continuously promoted the new fashion of men's personal care while creating a "lip-moistening expert". Now xxxx is not only a patent for women. Doing a good job in advertising planning of xxxx and implementing its advertising strategy will help to shape a better brand image of xxxx. It is helpful to enhance xxxx's position in the eyes of consumers.
Second, the market analysis
1, market prospect
The data shows that China spends only X euros (xx dollars) per capita on beauty products every year, while country X spends xx euros, which highlights the growth potential of China market. In the next X years, the domestic male demand for cosmetics will increase by 96% every year. In the field of men's daily chemical products, firstly, BIRO, a subsidiary of xx, launched men's products, and then xxx, a country of X, the menacing cosmetics giant xxx, and its xx, xxx and xxx all put high, medium and low-grade products on the market. Both Olay and Gillette under xxxx have launched corresponding men's series. Xxxx's efforts in men's wear series in recent years can not be ignored. The huge potential of men's skin care products market has made international and domestic brands eyeing this cake. Xx launched Olay men's skin care series, and Gillette men launched subdivided functional products globally. Local brands such as xx, xxx and xx also 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
Xxxx's main competitors are xxx and xxx. Other competitors include higher-grade skin care products and small-brand men's skin care products. The survey results show that xxx, xxx and xxxx account for most of the men's skin care products market in China.
3. Consumer acceptance
The survey results show that in China skin care market, xxxx 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
Xxxx is positioned as a low-end brand of Volkswagen and a young consumer aged 16-35.
3. Media selection
Television, newspapers, cars, platforms, pop.
4. Appeal strategy
Xxxx advertising appeals to a quality, and creates a true image that interprets men's health, sunshine, casualness and nature.
5. Advertising creativity
First, print advertising copy
Title: xxxx, a symbol of identity!
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: xxxx, a friend of men's skin care, strives to create a higher quality life for men and bring you a brand-new feeling.
B, TV advertising copy
Slogan: Love him and give him xxxx!
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 takes out xxxx, puts it on the man's desk and says, "Be nice to yourself, life is not just 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 negotiation?" The husband replied, "Not bad." My wife took out xxxx hidden behind her. "I believe you can do it."
Figure 3: In the huge conference room, my husband negotiated successfully. He took out his mobile phone and called his wife and said, "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) The advertising production cost is RMB 10000 yuan.
2) The advertising media expense is RMB 10,000.
3) Other required expenses are10,000 yuan.
The total cost is x million yuan.
Verb (abbreviation of verb) effect prediction
Through advertising, within five months, the brand seriousness of xxxx will be rapidly improved, its market share will be increased, and the sales volume of xxxx will be increased. Only in this way can we occupy a certain advantage in xx Ya and xxx.
Chapter II Plan for Skin Care Products in 2020
I. Macro Market Analysis (I) Overall Market Analysis
Since xxx entered the China market in xx, sales-driven advertisements have been overwhelming, and its strong brand advantages, relatively low product prices, numerous retail outlets and wonderful terminal activities every month have all been combined in xxx. The overall share of xxx in the domestic cosmetics market exceeds 20%. In many secondary cities, the market share of xxx is above 60%, and the sales of counters account for more than 60% of the total sales of xxx. Xxx has strong advertising to support brand expansion, X years of domestic sales experience, popular product positioning, occupying the counters of large and medium-sized shopping malls and supermarkets across the country, and supporting the image of cosmetics stores ... XXX is very strong, more familiar with the needs of domestic consumers than we are, and strong enough to become a weather vane of market trends.
(B) Analysis of cosmetic consumption market in colleges and universities
Background and Significance of College Students' Cosmetics Survey xxx is a public relations portal in China, and it is also the communication director, media and industry of China enterprises. Following the consumption boom of IT communication products such as computers, MP3 players and mobile phones, cosmetics are becoming another emerging consumption boom among college students. Under the current financial crisis and employment pressure, the practical significance of using cosmetics has expanded from the perspective of beauty and etiquette to personal literacy and employment competitiveness. The cosmetic consumption of college students not only forms a considerable market segment, but also has an impact on the overall market. College students are young, fashionable, well-educated and highly concerned by society. If the consumption trend of young people is influenced by their consumption orientation, it will undoubtedly have a huge market effect. Therefore, college students' consumers not only have realistic market value, but also deserve attention to the establishment of competitive advantage or the shaping of brand image.
(C) Analysis of the survey results of make-up examination papers in colleges and universities
1, market capacity
Market capacity refers to the market share of products and brands in the total market. Market capacity includes not only the capacity of consumer groups, but also the capacity of potential consumer groups. Among people who don't use make-up products (we define them as potential consumers), the number of individuals in this group is considerable, accounting for 48.5% of the total. Through the data feedback of the questionnaire, we know that the main reason why they don't wear makeup is:' I think plain face is also a kind of beauty, and there is no need to deliberately modify it.' (55.6% of potential consumers choose this option); Too busy to make up' and' unable to make up' also accounted for 29.4% and 27.6% respectively. Although no make-up, but most people don't think it is not cost-effective to spend money in this area, only about 3% people choose this, so it can be seen that no make-up may be a helpless choice, subconsciously still yearning. After all, it is a woman's nature to love beauty.
2. Brand awareness
In terms of makeup brand awareness, everyone's cognition is still relatively extensive. However, in the actual purchase behavior, the brands that consumers choose are mostly xxx, xxx and xxx. But from the data, we can easily see that our college students' consumer groups are potential consumers. In terms of what price cosmetics they will choose, students mainly focus on middle and low prices.
As the first brand in the domestic makeup market, xxx has firmly grasped people's hearts, so when it comes to the makeup brands you know, many people write "xxx" first. It is not difficult to see that its brand is deeply rooted in the hearts of the people, but when it comes to the cosmetics brand to buy, most students do not choose xxx as the brand. I think the university campus is a potential consumer group in the cosmetics market. It would be a good idea if any cosmetics brand can open this consumer market.
Second, the SWOT analysis advantage of xxx cosmetics (strengrth)
1, xxx's make-up products fully adopt all-component logo, which is relatively rare among domestic brands.
Product positioning is clear: make-up brand-women who use make-up as 18-30.
2, xxx has always adhered to the concept of pure natural health, no matter from the shop decoration or product packaging are using natural and healthy environmental protection materials. Taking high quality, reasonable price, simple design and colorful colors as the basic concepts, it fully displays individual feelings and leads the fashion trend, which conforms to the consumption viewpoint of college students.
Third, the purpose of marketing planning
The purpose of this plan is to let more college students know and use the cosmetic "xxx". Strive to launch products on campus in campus marketing activities.
Fourth, the marketing planning strategy
Target market: domestic universities
Sales channels and strategies:
(1) The sales channels Maybelline chose to enter the university campus are campus supermarkets and chain convenience stores, which combine the advantages of supermarkets, small terminals and facial makeup lines.
(2) Adopting advertising, promotion strategy, self-sales strategy and online sales strategy.
Brand positioning: middle and low grade, positioning in the mass brand, increasing its penetration in campus through various supermarket channels, so that every college student can buy its products anywhere.
Advertising strategy: adopt the latest advertising planning scheme, improve the popularity of xxx, adopt Asian celebrity endorsements, emphasize the applicable targets of xxx, do more publicity activities on university campuses, publicize makeup knowledge, highlight the advantages and characteristics of xxx makeup, and make Maybelline popular rather than popular.
Counter display strategy: Try-on display is the main body, the counter should be concise but not simple, the brand image should be prominent, and the sales strategy of mutual promotion of counter sales and advertising should be adopted.
Media strategy: putting brand advertisements in popular print magazines, supplemented by playing beauty popular science videos in counters and activities. Demonstration and promotion combined with actual makeup.
Promotion strategy: the main activity is to promote cosmetics according to the seasonal changes. The main promotion form is makeup product packages, leaflets are distributed, and the lottery atmosphere is strong.