Cosmetic marketing plan

Analysis of market competition environment 1. Cosmetics: Cosmetics is the fastest growing market segment. China's vast geographical area makes the cosmetics of high, medium and low levels have corresponding large-scale groups. Due to the acceleration of product segmentation, the market is currently in a state of multi-brand competition, and the brand fluctuates greatly. 3. Through the simple analysis of the market environment, the basic enlightenment is: cosmetics-not only have great market capacity, but also have great market development space; It can be used as the market direction that the company focuses on cultivating. Second, locate the target group. The main target groups are the target groups of our products and the purchasing rate and purchasing power of consumers. 3. For college students and white-collar workers; The product is positioned as a high-end product; 1 & gt； In girls' market, we can promote our company through cosmetics and decorations (of course, we can also enter boys' market). The overall plan is as follows: 1. Campus recruitment of sales agents. Second, jointly hold a cream beauty contest with the Student Union. In the boys' market, boys who often surf the Internet are generally obsessed with online games. We can promote our products through games. Scheme 3> Comprehensive market. At present, there are many lovers on campus, so you can take this opportunity to launch some distinctive products, just like when you mention Dangdang, you will know the book. When students on campus mention one billion countries, they will know that we are very special in lovers' ornaments, gifts and costumes, so our company will have a bright future on campus. The women's market has always been the focus of business competition, and the competition before March 8 Women's Day was more intense. Almost no one does not know: "Women's money is easy to earn, and rich women's money is better to earn." However, with the gathering of businesses and the serious homogenization of marketing methods, many enterprises have to sigh that women are too smart now, and it is not easy to save money from them. First, for middle-aged women in the upper class. To fish where there are fish, we must first find out where the "school of fish" is. Their consumption is exclusive, and there is a general consumer psychology of "only buying expensive ones, not buying right ones". Rich women are not sensitive to the price of products or services. As long as there are good products or services, they will flock to them. If you want to "save money" from rich women, you must seize their "hearts". Second, product advantages (functions, selling points, points of interest) under the guidance of product strategic marketing First of all, the main functions of the product should correspond to the needs of the target group and meet the use of the target group; Secondly, the publicity and packaging form of products should correspond to the characteristics of products and the psychological needs of customers; Thirdly, increase the added value of products and respond to customers' potential emotional needs, such as service and culture; Reason: 1. Freckle removal and whitening is not a new concept. We must establish our own product advantages. To establish product strategy integration: integrate multiple series of products to form a single product that integrates freckle removal. Concentrate resources and promote freckle-removing and whitening products. It is also a strong freckle and has special advantages. Three. Price strategy XX How to price advantageous products-Competition-oriented pricing strategy Objective: To obtain competitive price positioning while maintaining profit space pricing strategy: To establish the image of functional products, and the price should reflect good functional prices, showing the spirit of "no two prices, high quality and good price". Our pricing space now lists two reference prices. Fourth, dealers and distribution strategies. Channel strategy: adopting product promotion (introduction) will accelerate the distribution of goods and set up market incentives at the same time. With the corresponding gifts (or samples), so that products can contact consumers as soon as possible. Distributor: In view of the financial strength of distributors, in order to ensure the rapid and effective implementation of policies, it is suggested to develop other distributors for products in some areas. Channel strategy: during the distribution period, the dealer will adopt the preferential policy of 10 to give away 1 to promote the purchase. The dealer's cash purchase reward is the opening reward: during the opening period, 100% of Class A stores will be rewarded to the business personnel (1000 yuan). 100% of Class A stores and 80% of Class B stores provide business. In addition, the new product refund will give 2% reward to the business staff. Contact customer service Dongdong: 1 338 1 712805 (Note: Zhihu can give away 100 test ~) V. Promotion planning and promotion strategy (1) Platform promotion1. Call the news media when the new product is launched at the press conference. 2. SMS promotion is pushed to fixed group members in the form of SMS platform, which brings low-cost and high-efficiency returns and has the following advantages: 1. Short message platform is convenient for merchants to manage customer data in a unified and scientific way and maintain customers; 2. The flexibility of sending short messages is high, and the same product can easily deliver different advertising information to different audiences, which can stimulate customers' desire to buy to the maximum extent; 3. SMS group sending can realize one-to-one communication and direct access to users' mobile phones, 100% reading; 4. The operation based on big data is convenient and fast, which greatly saves manpower and material resources; 5. SMS group sending comes with signature settings, and continuous promotion can effectively enhance the brand image and highlight the brand credibility. 3. The product exhibition is an image model room, and enterprises and peers watch the company's products. However, while they love to show their products, they should focus on the current popular products, supplemented by advanced products that may be rising stars, leaving customers with the impression of keeping up with the situation and having high-end R&D potential. The product exhibition can kill two birds with one stone, which not only won the recognition of customers, but also revealed its own advantages in the field of peers, laying the foundation for the next talent pool. 4. Large-scale exhibitions can first participate in technology fairs or science and technology exhibitions, include our products in industrial fairs, and provide products in kind and detailed information. Introduce the products to other customers in detail. The purpose of doing this is to improve the visibility of our company, and we can also communicate with other customers, know ourselves and know ourselves, and win every battle. III. Thematic activities 1. Supermarket promotion strategy 1: Choose to promote red wine during traditional festivals in China, such as National Day and Valentine's Day, because on the one hand, there is a large flow of people in the supermarket at this time, and if the promotion activities are done well, the potential sales will increase invisibly. On the other hand, it caters to the traditional festivals in China, and people have a high desire to buy. Strategy 3: Carry out wine tasting activities in supermarkets and make objective analysis according to the real situation reflected by customers. If necessary, adjust the color, taste and sweetness of our red wine in a certain range in time, and increase our competitiveness in Hunan Province by improving product quality. Strategy 4: In order to cater to the psychological characteristics of some customers, we can carry out some low-price promotions and buy one get one free activities within the scope of ensuring the company's profits. 7. Advertising and Media Strategy Modern society is no longer an era of "the fragrance of wine is not afraid of the depth of the alley". If an excellent cosmetic wants to become a veritable brand, we must first pay attention to the image communication marketing of the terminal. Because cosmetics belong to a delicate industry, it is an industry that creates beauty for human skin. So cosmetics are like fashion promotion, just like twin sisters. After a new fashion design comes out, she must show it to thousands of viewers through tnodel, T-stage and spotlight. Advertising and public relations activities 1, basic information: advertising products: highlight the advantages of product differences, so that potential customers have a development process of "unknown → well-known → understanding → heart → action". Advertising product positioning: advertising products in the life cycle stage of high-end products: the advertising areas in the introduction period are mainly college students, white-collar workers and other classes. Advertising media: TV advertisements, internet, magazines or newspapers. Advertising budget: 2. Television advertising. Advertising slogan: Xiangyun red wine, drink healthy, show taste! (The main appeal of the product is "health"; "Xiu" and "Pin"-these two words are puns, which combine people with wine, reflecting the psychological satisfaction brought by the product to customers, and are also suitable for the positioning of this product-high-end. ) 3, online advertising 1, online media selection: 2, advertising creativity: appeal: small video title: flying youth, romantic feelings, because you are here, life is colorful! 4. Magazine slogan: Enjoy success and health; Contact customer service Dongdong:13381712805 (Note: Zhihu can give away 100 tests ~).