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 as follows: 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. The target is college students and white-collar workers; The product is positioned as a high-end product; 1 In the girls' market, we can promote our company through cosmetics and decorations (of course, we can also enter the boys' market). The overall scheme is as follows: 1. Recruit sales agents on campus. Second, jointly hold a cream beauty contest with the student union. In the boy market, boys who often surf the Internet are generally obsessed with online games. We can promote our company's products through games. Scheme 3: Comprehensive market. At present, there are many lovers on campus, so we can take this opportunity to launch some distinctive products, just like Dangdang's Zhihu books. When students on campus mention a billion countries, they will know that we are very special in lovers' ornaments, gifts and clothes, so our company will have great prospects 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, while rich women's money is better to earn." But nowadays, with the gathering of merchants and the serious homogenization of marketing methods, many enterprises have to sigh that women are too smart now, but it is not easy to save money from them. First of all, aim at middle-aged women in the upper class. To fish where there are fish, you 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 and not buying right ones". Rich women are insensitive 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 strategy product advantages (functions, selling points, points of interest) products under the guidance of marketing First, the main functions of products should correspond to the needs of target groups to meet the use of target groups; 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. We should establish product strategic integration: integrate multiple series of products to form a single product that integrates freckle removal. Concentrate resources and promote freckle-removing and whitening-strengthening products: we are not only comprehensive freckle-removing, but also powerful freckle-removing with special advantages. Three. How does price strategy price XX superior products-Competition-oriented pricing strategy Purpose: To obtain competitive price positioning while maintaining profit space pricing strategy: To establish the image of functional products, the price should reflect good functional price, and show 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. Equipped with corresponding gifts (or samples), so that products can contact consumers as soon as possible. Distributor: In view of the financial strength of distributors, it is suggested to develop other distributors for products in some areas to ensure the rapid and effective implementation of policies. Channel strategy: during the distribution period, the dealer adopts the preferential policy of 10, and gives away 1 to promote the purchase. Dealer's cash purchase reward is the opening reward: during the opening period, Class A stores 100% will be rewarded to business personnel (1000 yuan). 100% of Class A stores and 80% of Class B stores will get business. In addition, the new product refund will give 2% reward to the business personnel. Contact customer service Dongdong: 1 338 1 712805 (Note: Zhihu can give away 100 tests ~) 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 businesses 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 for different audiences, thus maximizing customers' desire to buy; 3. SMS group sending can realize one-to-one communication, directly reaching the user's mobile phone, 100% reading volume; 4. It is convenient and fast to operate based on big data, 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 will make an image model room, and enterprises and peers will watch the company's products. However, although they like to show their products, they should focus on the current popular products, supplemented by advanced products that may be rising stars, so as to give customers the impression that they keep up with the situation and have high-end R&D potential. This product exhibition can kill two birds with one stone, which not only won the recognition of customers, but also demonstrated its own advantages in the field of peers, laying the foundation for the next talent pool. 4. Large-scale exhibitions can participate in technical exhibitions or science and technology exhibitions first, and include our products in industrial exhibitions, 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 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 population flow in supermarkets 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 the competitiveness of our company in Hunan Province by improving the quality of our products. Strategy 4: In order to cater to the psychological characteristics of some customers, we can appropriately 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, like twin sisters. After a new fashion is designed, 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 from "I don't know → I know → I understand → I feel excited → I act". Advertising product positioning: the life cycle stage of high-end products advertising products: the leading-in advertising field is 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 "Wei"-these two words are puns, which combine people with wine and reflect the psychological satisfaction brought by the product to customers, and are also suitable for the positioning of this product-high-end. Third, 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 ~).