Toothpaste marketing plan

Toothpaste Marketing Plan

Time flies, our work has come to an end, and our work has ushered in a new level. Of course, we must set new goals. It is time to start making a plan. So how to focus the planning book? The following is the toothpaste marketing plan I compiled for you, hoping to help you.

toothpaste marketing plan 1

I. product overview

Black toothpaste was established in Shanghai in 22 years of the Republic of China, and started to operate in Taiwan Province in 38 years of the Republic of China, and was named Haolai Chemical Co., Ltd., and in 48 years, a new factory was established to produce toothpaste products. Black toothpaste adopts international advanced computer to control all automatic toothpaste and toothbrush production lines and their supporting production equipment, and applies German SPA software system to realize information management. The products adopt high-quality raw materials, high-standard quality control and professional production management, advanced manufacturing technology and unique product formula, creating a unique spicy taste. At the same time, the company cooperates with many universities in technology research and development, from product process design to mass production. With strong technical force and strong scientific research, product development and technological innovation capabilities, we can produce high-quality and best-selling oral care products. Today, Darlie Black Toothpaste has become a well-known best-selling brand, occupying a decisive leading position in China, Hongkong, Taiwan Province, Singapore, Malaysia and Thailand. Black double mint toothpaste, product specification: 225g, and 9g for free, * * * 315g. The unit price is 13.5 yuan. The product is valid for 36 months.

product features: perfect fresh combination, spearmint and peppermint, so that you can feel irreplaceable fresh every morning, with fresh breath, and everyone is naturally close! Contains natural spearmint essence, which gives you a fresh and clean feeling and makes your mouth fresh. It also contains calcium bicarbonate dihydrate (DCPD) unique to black toothpaste, which can thoroughly clean teeth and make them white and moving. Pure natural spice formula gives you a comfortable and lasting fresh feeling; Sodium fluoride can strengthen tooth enamel and prevent tooth decay.

2. Environmental analysis

(1) Competitor analysis: According to the statistics of Booz Data Research Center, the toothpaste market in China in 2xx was distributed as Crest, Colgate Colgate Colgate, Zhonghua, LG Bamboo Salt, Black, Yunnan Baiyao and Tianqi brand Jiajie Colgate China LG Bamboo Salt Black Yunnan Baiyao Tianqi

23.7% of the respondents mentioned Crest, and they said, In addition, the brand has many products, which gives consumers more choices. Crest is more in line with the consumption habits of college students without income sources.

14.5% of the respondents mentioned Colgate. They said that Colgate, as a product of Procter & Gamble, the world's leading consumer goods company, gave people a professional feeling, with good quality and diverse varieties. The route taken was similar to that of Crest, which was in line with the consumption habits of China people.

11.8% of the respondents mentioned Chinese toothpaste, which is considered to have strong whitening and moth-proofing functions, especially that Chinese toothpaste is China's own brand. Many students said that they chose Chinese toothpaste partly because there were ethnic plots in it.

8.8% of the respondents mentioned LG Bamboo Salt Toothpaste, thinking that its bamboo salt formula, healthy gums, prevention of tooth decay, fresh breath containing bamboo salt, taste and effect are good.

8.3% of the respondents mentioned black toothpaste, indicating that the advertisement of black toothpaste is good and the taste is good, but the price is still too high for college students who have no income source.

5.1% of the respondents mentioned Yunnan Baiyao, believing that its brand is well-known at home and abroad. Yunnan Baiyao toothpaste and Chinese medicine toothpaste have been recognized for preventing gingivitis, periodontitis and gingival atrophy. But the high-end route is too expensive for college students.

4.2% of the respondents mentioned Tianqi toothpaste, indicating that its high price is just as elusive as its mysterious formula.

(2) Customer analysis

1. Consumer psychology and behavior characteristics: (1) The needs of college students have strong autonomy and independence. College students are generally over 17 years old, with strong self-reliance and self-awareness, and they often live independently away from their parents, so college students fully reflect their hobbies and interests when purchasing. Due to the lack of independent economic ability, it is mainly supplied by the family through < P > economic resources, and it is easy to be influenced by other people's opinions when purchasing goods with higher prices and lack of purchasing experience. Therefore, they often buy together with their classmates in order to consult each other. (2) Seeking truth, honesty, change and novelty, beauty and fame coexist. Because college students' consumption tends to be stable and mature, and they have a high level of education and literacy, and their economic conditions are limited, most students make planned arrangements for their income and expenditure. Therefore, when they choose and buy commodities, they pay more attention to their practicality, scientificity and economy, and demand that the commodities have high quality and utility, are economical, are genuine, and are inexpensive. At the same time, they pay special attention to time and efficiency, and often hope that the goods are convenient to buy and use. (3) Motivation and behavior are both impulsive and rational. Because college students' ideological inclination, interests and temperament are still not completely stable, and their consumption experience is not rich enough, they are easily influenced by the objective environment when shopping for goods, and often choose goods intuitively, ignoring the comprehensive analysis and comparison of goods, so they are more emotional and impulsive in the consumption process. But compared with undergraduates, graduate students' consumption will be much more objective. When the consumer experience and commodity knowledge are constantly enriched, when purchasing goods, they will go through rational thinking and know fairly well.

2. Analysis of purchase factors (1) Analysis of toothpaste purchase price range According to the survey, college students no longer put the price factor in the first place, and price is no longer the decisive factor affecting their purchase. The price only encourages consumers to buy at the right time. With the improvement of people's living standards, the living expenses of college students have also increased. Judging from the above data, the sensitivity of college students to the price of toothpaste is decreasing day by day. From the consumer's price sensitivity, we can see that the price of toothpaste is concentrated in the range of 5-13 yuan, which is the most, and it also reflects the views of most people. Toothpaste is a daily necessities, if the price is too high, consumers will not be able to afford it. After all, it is a daily necessities. So economical toothpaste is the most popular product.

(3) Analysis of customer purchase channels Because toothpaste and facial cleanser belong to daily chemical products, they have a great degree of isotropy in customer purchase. 1. Where small supermarkets, convenience stores and small shops buy on campus. 2. Online shopping There are many online shopping channels, which can be purchased directly or participated in group buying. And buy more websites, such as Taobao, JD.COM, Dangdang and so on. When buying toothpaste, it has a high degree of randomness, and most people will choose a convenient and fast place to buy toothpaste. Because the price of toothpaste is not high, there are fewer online shopping behaviors.

3. Sales planning

(1) STP strategic analysis

1. Market segmentation: The function of toothpaste is divided into fresh series, whitening series, herbal series, anti-sensitive series, anti-tooth decay series and multi-functional series. In the market, most oral care focuses on the basic care of cleaning teeth and protecting teeth health, while black double mint toothpaste has pure natural mint and unique natural spice formula, and "cool and energetic" is its first impression. Anyone who has used black double mint toothpaste will remember its unique freshness and unforgettable. The mint taste of black double mint toothpaste conforms to the public taste and has a strong market competitive advantage. College students have the characteristics of pursuing individuality in purchasing. When others are using simple toothpaste to clean and protect their teeth, the mint taste of black double mint toothpaste is just in line with their hobbies. The fresh mint taste brings perfect oral feeling, at the same time, it can bring a confident smile and achieve psychological satisfaction.

2. Target market: From the price point of view, black toothpaste belongs to high-end products, and black toothpaste will not be a product that consumers don't like or even need. Compared with brands, black toothpaste pays more attention to quality improvement. Black double mint toothpaste is a low-priced product in black toothpaste series, so the price is really low while the quality is guaranteed, which has created a high cost performance. Toothpaste is a popular consumer product. Among the factors that affect the purchase of toothpaste, age is very important. Generally speaking, black toothpaste mainly faces teenagers and young people, and college students are the main force of these people. At the same time, they have high cultural knowledge and literacy, plus good experience in purchasing. In the face of the double guarantee of price and quality of black double mint toothpaste, the super high cost performance will definitely lock their eyes and arouse their desire to buy.

3. Market positioning: As for the market positioning of black double mint toothpaste, we follow the consistent market positioning of black toothpaste, advocate fresh breath, pay attention to quality, and publicize it among students with the consistent good reputation of black toothpaste. Our core competitive advantage is quality. The perfect mint flavor gives you an experience that ordinary toothpaste can't, just like Ferrari in cars and Nike in sports brands. Judging from the consumption level on campus, the vast majority of students are within the market positioning of black double mint toothpaste.

(II) Sales strategy

1. Target market Our target market is undergraduates and graduate students in Huajin Campus of Anhui Normal University who need toothpaste

2. Product strategy: black double mint toothpaste (225g)+black double mint toothpaste (9g) Buy black double mint toothpaste (225g) and give black double mint toothpaste (9g) for free < Price Strategy Black Double Mint Toothpaste (225g) Original Price $ $ $ $ Black Double Mint Toothpaste (9g) Original Price $ $ $ Now you can buy Black Double Mint Toothpaste (225g) for only $ $ $. In addition, we will also give away the black double mint toothpaste (9

(1) pre-event publicity

1. Product features: original price of black double mint toothpaste (225g) $ $ $ original price of black double mint toothpaste (9g) $ $ $ Now buy black double mint toothpaste (225g) for only $ $ $,and give away the black double mint toothpaste (.

2. Market characteristics Our sales target group is our college students, including graduate students. They have obvious characteristics of college students' consumption, and at the same time, they live regularly and have a fast pace. In addition, going to the canteen often goes hand in hand. Our sales place is at the entrance of the second canteen. There are two canteens in Huajin Campus, so the second canteen serves half of the students. When dining, the flow of people is large, the time is short and the pace is fast.

3, personnel promotion (1) In order to achieve better publicity and achieve better sales results, we decided to divide into two groups, a group of three boys and a group of m-girls. In the early stage of actual combat, we printed leaflets and went to the boys' and girls' dormitories to do activities respectively to promote and increase attention. (2) We will make posters and post them in the eye-catching positions at the gates of the first and second canteens, so as to warm up the activities in the early stage. (3) We will publish a post in the post bar of Normal University called "Black price reduction promotion, just at the gate of the second canteen on December 1", hoping to arouse discussion and spread the news.

4. Group purchase promotion Group purchase conforms to the current shopping fashion rhythm. In order to achieve the purpose of increasing sales, we launched a group purchase sales activity. Taking the dormitory as a unit, the purchase price will be reduced on the basis of the original price, which is $ $ $ $.

(II) Atmosphere layout of marketing site

1. Shelves should be neatly arranged and elegant. A banner will be pulled right above it, which reads: black toothpaste is promoted in a limited time, buy one and get one free. Our posters are posted on other parts of the shelves.

2. We will customize a uniform cultural shirt with the words "Black Toothpaste" printed on the chest. The cultural shirt is black, which reflects our products and attracts students' onlookers. We will greet every student with a full and enthusiastic attitude.

3. Equipment: We will arrange two tables next to the shelves, with the slogan of our team hanging in front. There are two computers on the tables, equipped with audio equipment, and advertisements for black toothpaste will be played at the same time, and the sound will be as loud as possible.

4. Division of labor We are three men and four women, two boys and two girls, standing at the entrance of the canteen with posters, introducing products and guiding students to buy and watch. A boy and two girls do a good job in selling products in front of the shelves.

IV. Feasibility of implementing the plan

1. The team members are well coordinated, including m-girls and three boys, and each has its own characteristics and advantages. The members are harmonious, good at communication, strong in execution and high in efficiency. According to statistics, each of the seven members has done a lot of part-time activities in winter and summer vacations or weekends, especially supermarket promotion and publicity planning activities. Therefore, all members have a tacit understanding in product promotion and product sales, and each has its own strengths.

2. Wal-Mart is the most influential supermarket chain in the world, and it is very popular among college students because of its advantages of high quality and low price. As the organizer of this marketing activity, Wal-Mart can attract a large part of loyal customers to shop on the spot.

3. On the weekend of activities, most students have no classes, and their time allocation is in a gap period, so they have sufficient time to make purchases; In addition, because the activity site is in front of the canteen, as long as you come to eat, you will pass by here, and many people have the psychology of getting together and joining in the fun, so customers will be very concentrated; Buying the goods to participate in this activity will save students time and transportation costs. Considering these factors, the implementation plan is very feasible. Toothpaste marketing plan book 2

Foreword:

With the improvement of people's living standards, consumers' life concept has changed and they have begun to pursue a healthy life world. Dentists' Association thinks that dental health is an important embodiment of personal health, so dental care has become a must for people every day, and the market has also provided people with various kinds of functional toothpaste, mouthwash and other care products, among which toothpaste has become the public's choice, so toothpaste exists as a daily fast-moving consumer product in the market. Toothpaste occupies a vast market in the world, with a large demand and a wide range of consumers, which makes businesses flock to it.

Contents:

I. Product Overview

Black Toothpaste was established in Shanghai in 22 years of the Republic of China, and started its business in Taiwan Province in 38 years of the Republic of China. The products adopt high-quality raw materials, high-standard quality control and professional production management, advanced manufacturing technology and unique product formula, creating a unique spicy taste. Has a strong technical force and strong scientific research, product development, technological innovation.