迪奥香水营销策划书 (1)

论文题目迪奥五年营销计划

Marketing plan of Dior

Preface (1)

First, the marketing environment analysis (1)

Second, the enterprise image analysis (2)

Third, product analysis (2)

Fourth,consumer behavior analysis (3)

1, The main market (active clients) (3)

2,The secondary market is not active (customers) (3)

3, potential market (3)

Fifth,competitor analysis (3)

Sixth, Strengths, Weaknesses, Opportunities, and Threat (SWOT) Analysis (4)

Internal and external strengths of Christian Dior(S): (4)

Internal and external weaknesses(W): (5)

External opportunities(O): (5)

External threats(T): (6)

Seventh,marketing strategy and action plan (6)

1, Marketing objectives (6)

2, Strategy and action plan (7)

(1) Marketing objectives (7)

(2) Target market and positioning (7)

(3) Product strategy (7)

(4) Pricing strategy (8)

(5) Sales strategy analysis (8)

(6) Advertising strategy (9)

Eighth, planning implementation steps and plans (9)

In the advertising media (9)

In the magazine to choose (9)

Website promotion (10)

Ninth, planning the program cost budget (10)

Tenth, the expected effect of planning (10)

(1) The effect of expected effect on resource utilization (10)

(2) The expected effect of the product (11)

(3) Risk assessment (11)

Concluding remarks (11)

appendix (13)

Questionnaire——The Market Positioning of J’adore Perfume (13)

Preface

Dior is a famous French fashion brand. Since it was founded in 1946, Dior has been regarded as the name of gorgeousness and elegance. The main business of Dior is selling high-grade consumer goods, such as woman's, man's clothing, children clothing, jewelry, perfume, cosmetics, color makeup, glasses, watches, Dior mobile phone. Especially, its brand of man’s clothing has became Dior man’s clothing independently. Whether fashion, cosmetics, or other products, Dior is now in the top of fashion fields.

Dior's new designs always shocked the fashion marketing after that time it made Christian Dior's company became more and more famous. A lot of Dior's stores appeared in Paris, Hollywood, New York. It was well known as a luxury label from that time all over the world.

For developing and expanding its market, Christian Dior began to add some other products not only clothes, but also fashion and leather goods, watches and jewelries, wines and spirits, perfumes and cosmetics.

Perfume sales around the world continue to reduce the situation, Paris and New York perfume manufacturers began to look at China as a key. As a matter of fact, Chinese people do not have the habit of use perfume in the past, in the history of China also can not find the root cause of perfume culture. In China, perfume is a fresh thing. Until the 20th century, the Chinese people began to use the bath product of perfume, the function of the products is refreshing and drive midge. Until the 1980 s, the perfume of the west began to introduce China, until today, Chinese consumers still prefer the smell of light and simple. In recent years, with the economic level, people pursuit of beauty is not just confined to the external clothing, makeup, more and more fashionable gens by "body" to show their own taste and temperament.

First, the marketing environment analysis 1, the fragrance market is more and more appear younger trend. Modern women to work out more and more, the descent of the ages, perfume market presents the saturated state, in a relatively reduced

2, a large number of new products listed perfume, perfume manufacturers bear the corresponding risks, namely consumers face many do not know how to start the result of the perfume. Perfume quality determines the future global perfume market, high-grade perfume markets around the world as much as $18.7 billion, 60% of the cosmetics market. See from this, the product quality is an indispensable factor 3, market report to be released from MINTEL's view, most of the customers at the grocery store can buy high-grade perfume, perfume to public market so this makes a grocery store destination has become more and more consumers to buy

perfume .

Second, the enterprise image analysis 1, Christian Dior in 1947 established the fashion shop. That same year, Christian Dior founded the Perfumes Christian Dior, launch new called Miss Dior perfume, is a kind of green plant chypre.

2 No matter from “Miss Dior perfume, Dior dream”to “Dior Addict”of Dior perfume, all-encompassing, into the dream. Christian Dior perfume can cater to all kinds of women, men and different emotions. The perfumes the unexpected allure is impossible to resist, also is the art of perfume manufacturing cabinet.

3, Dior is a French famous a fashion consumer brands, it's main clothing, jewelry, cosmetics, perfume and other high-end consumer goods. On the tip of the fashion trend, Dior became the luxuriant elegance of a pronoun.

Third, product analysis

1,Dior perfume, really I am series can give a woman, with elegant and sexy attitude for more women to release the true inner self. Dior Dior self series, the woman again reproduce their own female charm; Dior Dior series, I was really a woman perform noble elegant life attitude

2, J 'adore my perfume with roses and Damascus plum flower aroma, it is a kind of expression of feminine, a representative symbol of absolute femininity. J 'adore is perfume, I have the absolute femininity to: modern elegant, bright and perceptual! Can give a woman want.

3, the design of the product: Dior perfume bottle for thin neck round bottles. Thin neck round bottles passing on aesthetics: New Look similar to the concept of arc, the thirst for soft also is little poor. Highly symbolic form delicate d. long, around the neck ring if treasures of gold, also has a crystal pearl shaped bottle stopper. Tears are evolved into the thin neck round in the evening. If a question never appeared on the bottle of perfume, see at a glance, give us the feeling of be just in the middle of the cork, like an exclamation mark: "J 'adore me!"

4,product gives the enterprise image, fully embodies the style of elegant and charming, Dior perfume of self, release the woman true inner self, to issue new woman's declaration. J 'adore me, really seem to have hit the woman of inner desire.

Fourth,consumer behavior analysis

1, The main market (active clients)

A, the main object is 22-45, fashionable young lady, high-level white-collar women, rich wealthy woman. These groups have certain economic basis, their consumption ability is stronger, they pay attention to their own appearance and taste, Dior perfume exactly the nobility is elegant, they pursue is to be their grade and status.

B, beauty professionals (hairdresser and makeup artist, etc.). Because of their work, more to their taste and appreciate level is different from ordinary people. Dior brand to 1947 years since its founding, has been synonymous with luxury and elegant. Use Dior perfume, of course, is the best choice of their noble and elegant.

2,The secondary market is not active (customers)

A, the main object is single white-collar women 18 to 22 years old. Preferences although there is no lack of among them also family conditions, but their 22-45, white-collar women with relatively weak economic foundation, consumption ability is low. So they only as a secondary market.

B, 18 to 45 years old men, they will come in a variety of different days to buy perfume, as a gift to her, so can only as a secondary market.

3, potential market

Potential customers to have high income people, fashion, beauty, perceptual, they have research to various kinds of high-grade perfume, but before they have been included in the brand of perfume. After attracted by its own charm of dior perfume of self, and they were willing to try is not the same brand of perfume. Fifth,competitor analysis

1, Each industry will have many competitors, so is the perfume industry. Comparable to Dior perfume perfume brands are: Chanel, Lancome, in international, Anna Sui, CK, Burberry established perfume. These old remains consumers brand perfume, maybe clothing brand halo effect prompt consumers interested in perfume brand produced jointly. Perhaps because of their brand itself personality concept and charming scent to attract consumers. While they are in the perfume industry become a leading position in this market, but because of Dior perfume in terms of price is

higher than similar products, also because of its high prices make it become the king of the perfume, the symbol of noble status.

2, the world's largest commodity company, p&g perfume business (Nonchalant, Anna Sui, Escada etc.) in recent years has maintained a solid double-digit growth in China. It with China's increasingly strong consumption ability and many a year were listed in the perfume product has a lot to do. The Dior perfume, I really is a strong competitor.

3, single perfume brand, has many young consumer groups of CK growth momentum, annual increase amplitude is bigger, in many perfume sales market can always came top in the ranking, a wave of middle-class Burberry can often ranks the top three. The perfume in the Chinese market, will bring certain threat for Dior perfume.

Sixth, Strengths, Weaknesses, Opportunities, and Threat (SWOT) Analysis

Internal and external strengths and weaknesses should be considered at first if the company needs to do any strategy. Moreover, the opportunities Dior will face and what threats it will meet in recently and future will be discussed in the following article.

Internal and external strengths of Christian Dior(S): Though considering the internal strengths of Dior, as a top luxury brand, it has created a great fashion culture in its history. For example, the typical black dress is popular by women for many decades even until now, it is so classical. As top brand, Dior did the best to produce extremely great quality products. They focus on fashion trends and leading the trends. Dior signed the greatest designers in fashion areas, like John Galliano. As a fashion company, Dior made a myth for itself and for the whole industry.

External strengths would be discussed from customers, for Dior, it has a huge groups of customers, they understand Dior's products deeply beyond the foundation of the products themselves. They looking for something have more meanings. For these customers, Dior keeps improving its services, it is a basic but important strategy which is known by the strategy groups. Keeping good communicating with customers, and assuring its patron of its best effort and hospitality. Further unification services should be spread immediately in New York, Tokyo and all the cities which have Dior's products. In 2009, Carla Bruni, the first lady of France wore two dresses to participate the celebration of Bastille Day which are all made by Dior, it is a big impact for fashion marketing even under the unfavorable business environment. Carla Bruni is one of Dior’s fans, she was happy to mention when she

was 19 years old, she began her career with wearing her first Dior dress. Smoking jacket which designed in 1990 is favorable by many famous women now. That is what Dior keeping on doing for its external market.

In a word, the strengths are

1, Customer resources. Dior has a definitely part of the customer resources. To maintain good customer relationship, Dior can occupy the absolute superiority in the market.

2, Talent reserves. Dior has a strategic idea, concept of innovation, human resources, development and management for modern development.

3, More and more perfect service quality. Dior has a customer service center, to solve the net requirements for multinational group clients , and sets up a station buy neat service system.

Internal and external weaknesses(W):

At first, Dior's products related high costs, which mean its customers would be narrowed in small "rich" groups. Second, in order to expand the range of customers, Christian Dior increase export products. Comparing with local products, export products have some disadvantages, like longer delivery time, weak language capabilities, for many products need import raw materials, it costs time and money, as a export products, they always lack of new styles in peak seasons. Third, it is more difficult to keep its image-building in different country with different culture. For example, Sharon Stone (Stone) is a famous actor in Hollywood, and she was approached the "face of Dior" in 2005. In 2008, there was an earthquake happened in south of China, it left 68,000 people dead and many were homeless. Sharon Stone as a face of Dior said, it was "karma", her words caused most of Chinese against her and Dior. Until Stone apologized in Public and Christian Dior decided to drop her, Chinese people still could not forgive her. This is a very serious effect to Dior's image.

In a word, the weakness are :

1, Dior established a world famous brand. Although it has advantage in information technology, because of its enormous business development, it may lead to some areas of control force is not strong.

2, Dior products mach form of the product (both cosmetics, perfume, etc.), so it may be in adaptability than focus more on competition exists in the field of a disadvantage.

3, The globalization. Dior currently only opens up a few dozens of national market, so there are still loopholes in the market.

External opportunities(O):

After China joined the WTO (World Trade Organization), it becomes a huge

potential country in fashion marketing. There are 31 LVMH (a luxury company with 61 brands within its portfolio) officials available in China. For Dior, China is a big market. Dior had launched more than 20 stores in Beijing and Shanghai, the next step for them is to understand Chinese marketing by considering open more stores in China. (Christian Dior, 2009)

Dior is very good at using the opportunity to brand as the intangible assets, involving various clothing category, with unknown to store, in part of China's high-end goods are sold, DIOR dress designing thought and theory of different, only on a standard scale of CHRISTIAN DIOR, contains a second line at home and abroad well-known clothing franchise brand of high-grade brand products, integrating the thousands of clothing enterprises at home and abroad of unwanted inventory, orders the tail goods, large single procurement, no matter from quality, from the commodity price is the maximum to meet customer demand.

External threats(T):

The biggest threats to Christian Dior are coming from other luxury brand, like Louis Vuitton; Channel; Gucci; and Armani, which have the same products in fashion industry. Another reason comes from the fashion marketing, Berg (2002) argued that luxury brand only launch their stores in large cities, the rents or other costs might be maintained in a very high level, it narrows the development of company and it might lead financial problems in the next 10 years.

At present,the risk of Dior star endorsement events, Dior, the cost for Mr Sharon stone’s endorsement is expensive but the risk is big. The celebrity strategy also has a lot of risk. Such as the chosen celebrity are reported having scandals, he may be out of favor suddenly, so corporate image rather than ascension and to take all of a sudden crisis management.

Seventh,marketing strategy and action plan 1, Marketing objectives

Because it is three to five years of marketing plan, decided to three years before reaching the market share of 15~20%, after a year of new customers to seize the market reached more than 20%, in one fell swoop to seize other competitors customers, making Dior have a good image in the market.

2, Strategy and action plan

(1) Marketing objectives

We intend to give priority to advertising, brand marketing and cultural marketing to take a differentiated competitive strategy to occupy a small market share of the marketing strategy to occupy the market. Because Dior’s positioning is in the white-collar, backbone, elite this high-end market, so the target population may not be much, but we want to be more likely to occupy market. After that maintain brand reputation, do Dior’s marketing.

(2) Target market and positioning

A. Divided by regions

Dior’s main markets are Western Europe, South America, North America, and Eastern Asia, in which China and Japan are two big consuming countries. All its specialty shops and counters are opened in big developed coastal cities.

B. Divided by ages

Dior’s consumers are mainly the 35 to 45-year high income ladies. Nevertheless, nowadays its consumers become younger and younger. Dior’s perfumes will expand the age market in the future gradually.

DiorperfumeIreallywilltargetcustomerswholockedinahigh-end women.High-end womenwhohave high requirementsontheperfume,they needafeatureto highlighttheirownperfume,fashion,publicity,luxuryis no longerdistinguished.

(3) Product strategy

True to my perfume and Damascus rose plum flower aroma. Absolute femininity: modern elegant, bright and perceptual! Before adjustment: card against the Bergamot: harvest in southern Italy, Bergamot essential oil were obtained through the cold take the peel of the fruit, it will bring a spotlighting the sweet smell perfume, to add to the unique vitality citrus scents. Adjustment: in Damascus rose: country of origin for Turkey and Bulgaria, Damascus rose is used to make essential oil and pure incense. After the adjustment: jasmine. Is the symbol of feminine women. Jasmine is one of the world's perfume extract the most commonly used to flavor, it is very fragile has its own unique fragrance of flower seeds, and sometimes wild and bold and unrestrained, or as pure as morning dew.

1, J 'adore my perfume with roses and Damascus plum flower aroma, it is a kind of expression of feminine, a representative symbol of absolute femininity. J 'adore is perfume, I have the absolute femininity to: modern elegant, bright and perceptual! Can give a woman want.

2, the design of the product: Dior perfume bottle for thin neck round bottles. Thin neck round bottles passing on aesthetics: New Look similar to the concept of arc, the thirst for soft also is little poor. Highly symbolic form delicate d. long, around the neck ring if treasures of gold, also has a crystal pearl shaped bottle stopper. Tears are evolved into the thin neck round in the evening. If a question never appeared on the bottle of perfume, see at a glance, give us the feeling of be just in the middle of the cork, like an exclamation mark: "J 'adore me!"

3, product gives the enterprise image, fully embodies the style of elegant and charming, Dior perfume of self, release the woman true inner self, to issue new woman's declaration. J 'adore me, really seem to have hit the woman of inner desire.

(4) Pricing strategy

Product specifications: 50 ml market price: 520 selections

Product specification: 100 ml market price: 999 selections

(5) Sales strategy analysis

Based on its advertising strategies, designing different advertising words and advertising songs on the basis of the different countries, high and low language environment embody the theory of how to communicate with the non-native language people. Through the music, pictures and a few words, expressing the same product features and design idea, let the consumers have a deep impression on its products. Then through the television and magazine repeats their advertisements, continue to deepen the consumer impression, make the brand of Dior enjoy popular supports from the customers.

According to Counter strategy, Dior sets up Counters to serve high level customers in the high grade department stores in different regions, which reflects the self-orientation of Dior brand. Setting up shops in different areas and different countries also means that Dior has to train managers and sales personnel, and the training of its staff is a way of spreading culture.Staff need to learn about another culture and instill the European culture idea in the consumers' hearts who have different culture background to set up Dior culture brand. Looking from management, different regions take diverse management methods due to different cultural background. In addition, Counters still need to provide high quality and one-on-one service. That the quality of our management and service improve will strengthen the competitive advantage of Dior.In the consumer's point of view, Dior is a luxury brand, buying and using Dior signify social status. Dior just likes a kind of cultural symbol, in social activities, which represents its users' identity and meets the needs of its users' psychology. Experiencein majorsupermarketsto establishareasfor customers tosmellperfume freeproducts,giftvial(2ml)gifts.SellingDiorclothingandother products,presentabottleof"real me"perfumeas agift.

In view of the internet marketing strategy, Dior using internet to carry on the

promotion embodies the influence of technology to the communication. Dior uses high-tech to make the products known by consumers more conveniently and widely. There is not only a glaring advertising, but also detailed introduction of products and the buyers' evaluations on the internet, which allow consumers to be aware of products roundly and choose the most suitable products.

(6) Advertising strategy

Forthe "J’adore",create a newad,a young，energeticnew generation ofidolsdo endorsements,logoutinthemajorwebpageandadvertised in the majortelevision stations,establishreputation in the large web page log, and advertised in the major television stations and establish reputation.

Eighth, planning implementation steps and plans

In the advertising media

1, Delivery time: in June 2016, in September 2016, three months.

2, TV advertising as the main media, magazine ads for shop, plus website promotion

3, Media arrangements must juggle one thousand cost and ratings

4, Television commercials, want to consider the characteristics of channel ratings and audience, Dior perfume of self is given priority to with high consumption, high quality consumer. Choice of channel and Dior perfume of self target audience to consumers. And advertising on television put in the time also want to target consumers with Dior perfume of self consistent schedules, so as to maximize the effect of advertising.

5, Advertisement launching products in the first two months is given priority to with 15 seconds television advertising, television advertising for 30 seconds. Four months after advertising frequency gradually decrease, the main 15 seconds ads.

In the magazine to choose

Through "ruili fashion beauty", "fashion", "yizhou" and so on in young and middle-aged high-level white-collar workers as the main object of the magazine, we will find the best magazine layout position is often dominated by major luxury advertisement. Dior perfume of self, of course, print advertising will choose the best layout to these major fashion, let the reader in reading habits by dior's my perfume

advertising impact, deepen influence.

Website promotion

Put perfume on the network advertising is cheaper than TV commercials, but the benefits become more prominent.

Ninth, planning the program cost budget

A new store decoration cost budget (3 million)

Two. Budget for staff rewards and punishments (200 thousand)

Three. Festivals and exhibitions budget (200 thousand)

Four. Create an exclusive web cost budget for the product (200 thousand)

Five. TV advertising, newspaper and magazine advertising, online publicity budget (800 thousand)

Six. Market research expense budget (30 thousand)

Seven. Product pre-sales and after-sales service budget (200 thousand)

Eight. Human resource budget (800 thousand)

Nine. Unpredictable expense budget (600 thousand)

Ten. Market maintenance service budget expense (800 thousand)

Tenth, the expected effect of planning According to the new marketing plan we Dior, the market is expected to make analysis of the effect:

The first is the resource utilization problem of our marketing program. As everyone knows, the marketing plan operation needs to put a certain amount of manpower and other resources, he is the key to the success of the marketing plan, so marketing resources is an important problem for the marketing plan effect. (1) The effect of expected effect on resource utilization

After the new marketing plan, is expected to use the new marketing plan for the production and sales of new products, of course, must invest some resources, including human resources, financial resources, funding and management. In the new marketing programs, we should insure that the greater efforts to promote new products and our new marketing scheme are enough to let new products be popular.

(2) The expected effect of the product

It is expected, Dior “J’adore”will be on the market of consumers, to occupy

a large share in the market, gain considerable benefits.

(3) Risk assessment

Of course, the actual marketing will encounter risks. We must carefully take into account the actual marketing of the various possible risks encountered in the actual launch of the program before the actual use of the fight to minimize the risk. In the risk assessment, we have to do the worst, for we wanting to be more likely to occupy market,therefore, if our marketing advertising is good, the visibility of the product after the boost, plus the original appearance of products as well as the cultural connotation, our products will be in the high-end consumer groups favor, the market will be prosperous. However, the actual scheme as marketing by taking into account, if our marketing advertising is not as ideal as it leads to lack of awareness of products make the sales go short, we have to consider that other new advertising solutions to enhance the popularity of our products. Therefore, our new marketing plan to take into account the case in the risk of inadequate advertising, to deliver timely application of new marketing advertising.

In conclusion, our assessment of the effect of the new marketing plan and risk that our marketing plan can be effectively carried out, even if the risk is expected to happen, our enterprise risk can be lifted, because we have a certain foundation in perfume production. Besides, we have enough manpower resources for the promotion and support for new marketing programs.

Concluding remarks

We know that marketing is the eternal theme of the market economy, perfume marketing is also the sale of perfume plays a vital role. In fact, the perfume market marketing planning book is a means of sales of ceramics, a tool and an assistant. In the market economy, the perfume market marketing planning book display can make people to the perfume products in-depth understanding, the overall concept and comprehensive understanding. Through the effective integration and wide marketing, advertising effect will reach its maximum, let us business group Dior aesthetic brand tile from the market so as to promote talent shows itself.

Sales, this concept of Dior’s various brands and new products to people, to lay the foundation for the market, and through advertising, the shortest of maximize the communication effects and product delivery channels, fully embodies the integration

of marketing effectiveness.

Developing Dior company need to do more effective actions, it should be considered from the main driver of market. Dall'Olmo Riley, Lomax and Blunden (2004, P40) stated that "fast moving consumer goods, growth, rather than defense, it is the main driver for extending luxury brands". Especially in nowadays, Dior gets a lot of stress under the global financial crisis. The Economist (2003) reported because of Euro against dollar, the expenditure of luxury goods from customers decreased dramatically.

Basing on literatures, launching extension for Dior seems a feasibility strategy. However researching elements like desirability, high awareness and exclusive is not an easy thing.

It is easy to find out that knowing the strategic drivers is a much important factor for managements of luxury brands when they considering to extend their brands. As Dall'Olmo Riley, Lomax and Blunden (2004, P45) indicated that "decision and launch criteria are the same for fast moving and for luxury goods". And, managers always need consider the brand's craftsmanship, heritage, culture and tradition before making the decision of whether it should be extended, although the main structure would not change at all. Chernatony and McDonald(2003, P25) typified: "A successful brand is an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs most closely. Furthermore, its success results from being able to sustain these added values in the face of competition." Which means managers should follow two elements; one is not only concern the products themselves but also consider from the whole business. The other is, keeping the tradition of original brands.

For Dior Company, it has got a high success and respect in fashion areas, the only thing it need to do is considering how to keep its dominant position and keep walking in future.

appendix

Questionnaire——The Market Positioning of J’adore Perfume

Welcome to our research about market positioning of J’adore perfume. You five-minute-participation are a greatly appreciated for our work. All you answer will for our reference.

Name: Date:

Age：Sex：

1.Are you used to perfume?

A: Yes (to 2) B: NO (to 3)

2. Which brands you choose in your daily life?

A: CHANEL B: Dior C: ANNA SUI D: Others

3. How mach money you will payment if you need to used perfume? A: less than 100RMB B: from100RMB to 500RMB

C: from 500RMB to 1000RMB D: more than 1000RMB

4. What’s your revenue a month?

A：Less than 1000 B: 1000-2000

C: 2000-3000 D: more than 3000

5. Which types of perfume do you like best?

A: baby doll B: Versace woman

C: bright crystal D: cologne

6. If give you a chance to use our Jadore perfume by free, would you like to try it?

A: Yes B: No

7. If you buy our perfume can you tell me the reasons?

A: By own use B: As a present

C: show your fashion D: shoe your social position

8. Which people do you hope to make advertisements for our perfume? ____________________________________

9. Are you satisfied this design about it？

A: Yes B: NO

10. Compare with other brands，do you like our perfume?

A: Yes B: No C: I don’t know

11. If you have a J’adore perfume, would you like to buy it any more? A: Yes B: No

12. Can you recommend it to others around you?

A: Yes B: No C: I don’t know

13. Do you have any suggestions for the J’adore perfume?

Thanksfor you information

J’adore Marketing Department

市场营销计划书范文-个人工作计划通用版

市场营销计划书范文- 个人工作计划大全 （一）、计划概要 （1）、年度销售目标600万元； （2）、经销商网点50个； （3）、公司在自控产品市场有一定知名度； （二）、营销状况 空调自控产品属于中央空调等行业配套产品，受上游产品消费市场牵制，但需求总量还是比较可观。随着城市建设和人民生活水平的不断提高以及产品更新换代时期的到来带动了市场的持续增长幅度，从而带动了整体市场容量的扩张。湖南地处中国的中部，空调自控产品需求量比较大：（1）、夏秋炎热，春冬寒冷； （2）、近两年湖南房地产业发展迅速，特别是中高档商居楼、别墅群的兴建； （3）、湖南纳入西部开发、将增加各种基础工程的建设； （4）、长株潭的融城； （5）、郴州、岳阳、常德等大量兴建工业园和开发区； （6）、人们对自身生活要求的提高；综上所述，空调自控产品特别是高档空调自控产品在湖南的发展潜力很大。 营销方式总体来说，空调自控产品销售的方式不外三种：工程招标、房产团购和私人项目。工程招标渠道占据的份额很大，但是房产团购和私人项目两种渠道发展迅速，已经呈现出多元发展局面。 从各企业的销售渠道来看，大部分公司采用办事处加经销商的模式，国内空调自控产品企业2xx年都加大力度进行全国营销网络的部署和传统渠道的巩固，加强与设计院以及管理部门的公关合作。对于进入时间相对较晚的空调自控产品企业来说，由于市场积累时间相对较短，而又急于快速打开市场，因此基本上都采用了办事处加经销制的渠道模式。为了快速对市场进行反应，凡进入湖南市场的自控产品在湖南都有库存。湖南空调自控产品市场容量比较大而且还有很大的潜力，发展趋势普遍看好，因此对还未进入湖南市场的品牌存在很大的市场机会，只要采用比较得当的市场策略，就可以挤进湖南市场。目前xx正一在湖南空调自控产品市场上基础比较薄弱，团队还比较年轻，品牌影响力还需要巩固与拓展。在销售过程中必须要非常清楚我公司的优势，并加以发挥使之达到极致；并要找出我公司的弱项并及时提出，加以克服实现最大的价值；提高服务水平和质量，将服务意识渗透到与客户交流的每个环节中，注重售前售中售后回访等各项服务。 （三）、营销目标 1.空调自控产品应以长远发展为目的，力求扎根湖南。2xx年以建立完善的销售网络和样板工程为主，销售目标为600万元； 2.挤身一流的空调自控产品供应商;成为快速成长的成功品牌； 3.以空调自控产品带动整个空调产品的销售和发展。 4.市场销售近期目标：在很短的时间内使营销业绩快速成长，到年底使自身产品成为行业内知名品牌，取代省内同水平产品的一部分市场。 5.致力于发展分销市场，到2xx年底发展到50家分销业务合作伙伴; 6.无论精神,体力都要全力投入工作，使工作有高效率、高收益、高薪资发展； （四）、营销策略 如果空调自控产品要快速增长，且还要取得竞争优势，最佳的选择必然是——“目标集中”的总体竞争战略。随着湖南经济的不断快速发展、城市化规模的不断扩大，空调自控产品市场的消费潜力

香水营销策划案(DOC)

自主品牌：GJ之 韵味系列香水营销策划案 沈阳理工大学应用技术学院经济管理学院 二〇一一年11月

前言 随着世界各国经济的发展，消费水平不断提高，世界奢侈品工业飞速发展。从全球来看，香水是一个价值250亿美元的产业，每年有300多个新品上市。从奢华到普通，充斥着各种各样的牌子，令人眼花缭乱。从中国来看，国民生活日益富裕和西方生活方式的熏陶等原因，推动了对高档香水的需求。消费者购买香水，同时也得到提高他们自信和自尊的形象。其中，妇女的爱好支配着市场。香水行业的增长主要以女用和男用高档产品的强劲表现为动力，在2009年得到7.1%的价值增长。 如果我们期待GJ品牌韵味系列香水能成长的更加迅速、更加健康，那么我们就有必要弄清楚到底是什么阻碍了中国香水市场的成长。就面临着十分激烈的市场竞争：如高端品牌如Chanel和Dior在中国的香水年销售额约1亿2千万美元。GJ 香水如何生存和发展，是本策划案主要解决的问题。

目录 前言............................................................................................................................ I 目录........................................................................................................................... II 摘要. (1) 1 市场环境分析 (2) 1.1宏观环境分析 (2) 1.1.1经济环境分析 (2) 1.1.2文化分析 (2) 1.2微观环境分析 (2) 1.2.1消费者环境分析 (2) 1.2.2竞争者环境分析 (3) 1.3市场定位 (3) 1.3.1目标市场 (3) 1.3.2市场定位 (3) 2 SWOT分析 (4) 3 产品策略 (4) 3.1产品定位 (4) 3.2产品包装 (5) 3.2.1包装目标 (5) 3.2.2包装创意 (5) 4 价格策略 (5) 5 分销渠道 (5) 6 广告策略 (6) 6.1广告投放目标人群 (6) 6.2广告目标 (6) 6.2.1企业目标 (6) 6.2.2形象广告目标 (6) 6.2.3产品广告目标 (6)

香水广告策划案模板

香水广告策划案

某香水广告策划案 某香水广告策划案 一、前言 ”闻香识女人”, 没有香味的女人, 如同没有香味的花一样, 是朵塑料花。可见, 香氛与女人有着如此密不可分的关联, 不同层次, 不同性情, 不同爱好的人们。由于各自同异的性格而偏爱某种特殊香味的香氛。于是, 女人在选用香氛增添自己魅力的同时, 也正在向人们展示您的热情与情趣。在经济高速发展的今天, 我们越来越感觉到香水对女人的重要性。 二、市场概况 法国著名化妆品兰蔻一向是以高贵的品质和优良的品质著称。提到兰蔻人们总是非常的信任其产品。 产品品牌包装规格( ml) 价格(元) 克里司汀?迪奥( Christian Dior) 首个时装系列"The New Look"为女性形象起革命, 显露女性优美纤腰、香肩和美腿的时装款式, 50 3 02 香奈儿(Chanel) 长方体附以利落线条的香水瓶, 状如宝石切割般形

态的瓶盖, NO．5的黑色字眼呈现于白底上。 50 476 兰蔻(Lancome) 瓶身是一个充满光芒的玻璃球体 50 435 雅诗兰黛(Estee Lauder) 其瓶体造型简洁大方, 50 386 产品品牌广告语费用( 万元) 克里司汀?迪奥( Christian Dior) 这世界不再黑白两色, It’s gold 562. 59 香奈儿(Chanel) 每一个活着的女人都需要香奈儿五号 124.76 兰蔻(Lancome) 我的兰蔻, 我的花样年华 6373.35 雅诗兰黛(Estee Lauder) 象水一样的香水 154.08 三、消费者研究 一) .1.一般应用化妆场合: 1) 参加正式宴会 2) 平时上班 3) 外出逛街 ２.使用品牌状况: 1) 未婚女姓偏爱花香型香水系列 2) 各种品牌, 各具功能 ３.购买状况: 1) 用完再买

(营销策划)欧莱雅化妆品策划书

欧莱雅化妆品策划书 欧莱雅是世界化妆品行业的领先者，它的销售业绩在全球范围内稳步增长。迄今为止，欧莱雅在亚洲国家的发展势头依然迅猛，其最大动力正是来源于它把亚洲市场作为今后数年扩展的目标。 欧莱雅的中国之行始于香港，早在１９６６年就通过一家名为ＳｃｅｎｔａｌＬｔｄ．的经销办事处销售产品。当时，这个公司的主要业务是将兰蔻（Ｌａｎｃｏｍｅ）和ＧｕｙＬａｒｃｈｅｓ品牌的产品推销到化妆品专卖店、百货商场和各类免税商店。１９７９年，ＳｃｅｎｔａｌＬｔｄ．成为其全资子公司，同时将其业务拓展到护发产品，并建立了广泛的市场渠道。 １９９３年初，欧莱雅向进军中国广阔市场迈出了重要一步，一支由中国人组成的致力于开拓大陆市场的队伍正式在香港成立，为尽快了解和把握中国市场，欧莱雅首先在广州、上海、北京三大城市设立了形象柜台。 在成功收购了美宝莲品牌之后，欧莱雅不仅扩大了它全球市场的产品线，还取得了全面进入中国市场的机会。通过美宝莲的销售渠道，欧莱雅迅速渗透了中国化妆品市场。至２０００年，欧莱雅在中国５０多个大城市成立了８７０家专卖店，聘用了２０００名专业美容顾问，并成功推广了欧莱雅、美宝莲、兰蔻、薇姿四个品牌。在此之后，欧莱雅又耗资３千万美元在苏州新加坡工业园区建造了分工厂。专门生产大众化妆品的苏州工厂于１９９９年４月正式投产。新工厂将从事染发剂、粉底、睫毛膏和指甲油的生产，其生产能力将达到２千万套，并向欧莱雅全球市场供货。 一、在中国市场的产品策略

研究数据表明，欧莱雅产品卓而不凡的高品质是它博得中国消费者青睐的主要原因。此外，产品的多样化也是造就良好销售业绩不可忽视的重要原因。产品线的拓展全面满足了消费者的不同需求，并为欧莱雅赢得了市场份额。尽管售价颇高，但消费者更愿意获得欧莱雅的承诺。 就中国市场而言，欧莱雅的四大产品类型各具特色，它们分别是：专业美发品；大众化妆品；高档化妆品（香水和美容品）；特殊化妆品。如今，欧莱雅在中国市场推出的品牌有：巴黎欧莱雅、巴黎兰蔻、纽约美宝莲、ＶｉｃｈｙＬａｂｏｒａｔｏｒｉｅｓ、ＲａｌｐｈＬａｕｒｅｎ、ＧｉｏｒｇｉｏＡｒｍａｎｉＰｅｒｆｕｍｅｓ、Ｂｉｏｔｈｅｒｍ、ＨｅｌｅｎａＲｕｂｉｎｓｔｅｉｎ、ＬａｂｏｒａｔｏｒｉｅｓＧａｒｎｉｅｒ、Ｒｅｄｋｅｎ５ｔｈＡｖｅｎｕｅＮＹ等。欧莱雅更多的产品将逐步走近中国消费者，欧莱雅相信更多的产品将扎根于中国市场，它们中不仅包括大众化化妆品，也包括了高档化妆品。 １９９６年，欧莱雅与中国最负盛名的医学院之一：苏州医学院共同成立了苏州欧莱雅化妆品股份有限公司。在与苏州医学院的长期合作下，欧莱雅充分了解了中国顾客并获得了大量权威而及时的信息，使得其研发部门能生产出符合中国顾客需要的化妆品。１９９７年２月，欧莱雅中国总部正式在上海成立。从那时起，欧莱雅成功地推出多种产品，包括皮肤护理产品、美发产品、彩妆、香水等。 二、在中国市场的广告策略 广告策略是欧莱雅进军中国市场又一重要手段。欧莱雅对于不同的产品采用不同的广告策略，根据不同的目标顾客欧莱雅采取了行之有效的促销方法。 同一产品，欧莱雅拥有多个广告版本，这一策略的关键在于产品推广市场的需求与广告传播概念的吻合。这里有两个实例，其一是美宝莲，它以大众消费者为目标顾客。

如何写市场营销计划书

如何写市场营销计划书 市场营销计划书应该要包含哪些方面的内容呢？以下是收集的市场营销计划书，仅供大家阅读参考! 一、U-PVC管材市场概况 201X年我国新住宅室内80%将采用塑料管，城市供水50%采用塑料管。XXXX年我国塑料管材产量只有14万吨，经过短短几年发展，目前已近150万吨。 塑料管材在今天的生活和工业领域中，以其耐腐蚀、耐老化、环保安全而越来越受青睐。特别是在建筑业，新型塑料管材不仅能大量替代钢、木等传统建材，而且还具有节能、节材、保护生态、改善居住环境、提高建筑功能与质量、降低建筑物自重、竣工便捷等优点，广泛应用于建筑给排水、城镇给排水以及燃气管等领域，成为新世纪管道发展的潮流。 据了解，塑料管材市场的增长速度约为管材市场平均增长速度的4倍，远远高于各个国家国民经济的发展速度。塑料管材在发达国家，特别在欧洲得到了很好的发展和成功的应用。在我国，塑料管道近两年迅速发展，已成为建筑业的新兴材料。 传统的给水管网主要以钢管、铸铁管、混凝土管等传统材料为主，从20世纪中期开始，世界各国普遍应用塑料管材代替传统管材，塑料管材一直保持着较高的增长速度，其中亚太地区的管材市场在今后增长速度最快。

塑料管道近两年在我国的发展已是势不可挡，特别是国家化学建材产业制定'十五'计划和xx年发展规划纲要以来，在管道行业掀起了一股又一股的投资热潮，如铝塑管、交联管、PP-R管、PE燃气管、PE给水管、排水排污管等等，给我国管材行业的发展创造了一次又一次腾飞的机遇。我国管材树脂用量逐年增加，增速很快，近几年塑料管材增长的速度达20%以上。 目前，国内塑料管材已形成了系列化，包括农用管材、建筑用冷热水PP管材等，一些企业目前正在进行埋地排水管专用料的开发。这一切都于市场的巨大需求。 二、本公司PVC管材生产销售状况（公司，产品，定位，市场走势） 1、产品 品牌是企业整体产品的一个组成部分。目前我公司已有自己的主打产品荆沙，由于在做工上区别于其他品牌，质量好，已有较不错的口碑。由于价格的偏高，面向中高端市场，其市场占有率偏低。公司的其他品牌、质量居中，价格不高，面对中低端市场，销售量较大。 本公司管材规格齐全，可以满足客户的不同需求。管材的包装多为薄膜，在装卸的过程中容易破损，影响产品外观。就目前的销售范围来看我们可以对所有的经销商需要的管材实现当天供货，产品服务及时有效。 综合来看本公司管材产品在同质产品中具有相当大的竞争力，特别是在公司物流辐射区内竞争力尤为明显。

香水推广方案

Share香水营销推广方案 班级：2011级营销2班 第四组组长：尹子君 小组成员：梁莹、吴英、侯海琴 翁秀琴、闫芳慧、武帅 刘聪、姜龙飞、曾枫淋

第一章香水简介 香气最初是埃及人宗教仪式的一部分，他们燃烧熏香、没药（树胶和一种从亚非林木里提炼出的树脂乳香）和乳香，后来开始使用香精油和药膏。在17世纪，香水开始风靡社会。18世纪，随着古龙香水的出现，香水制造业取得了革命性的进展，迷迭香、橙花油、香柠檬油和柠檬配制而成的混合剂，不仅提神还被广泛运用。 19世纪，随着工业和艺术的发展，香水进一步演变。品味的转变和现代化学的发展为香水奠定了基础。到21世纪初，香水的种类多达2万多种。 20世纪以来香水产业空前繁荣，诞生了像兰寇等香水品牌企业，同时世界许多著名的服装公司、化妆品公司纷纷推出自己的香水，如香奈儿、迪奥、波士、贝纳通、雅顿、雅诗兰黛、纪梵希、露华浓等。由于香水从原料选择、耗时的制作工艺到调香技艺要求的严格，香水自诞生之日就奠定了它成为奢侈品的地位，而香水生产企业也将香水赋予深刻、独特的内涵，或绚丽奢华、或妖娆浪漫、或自然清新……香水商出售的不仅仅是产品，更是一种生活品质和品位。

第二章产品背景 一、奢侈品在我国的消费现状 2007年，中国在首饰、服装、皮具、香水等奢侈品上的消费已经达到80亿美元，成为仅次于日本的全球第二大奢侈品消费国。预计，到2010年，中国将有2.5亿消费者有能力购买奢侈品，消费总额将达到2000亿元人民币。由此可见，香水行业的发展潜力在中国是非常大的。 二、香水在中国的消费现状 中国的香水行业还远远不及国外，还处于很不成熟的幼年时期，首先，中国的经济发展水平影响了国民的消费观念，在一定程度上制约了香水行业的发展；其次，在中国几乎找不到一家国产香水企业是真正在做自己的产品的，他们所谓的系列产品，总能找到许多国际知名品牌香水的痕迹。中国香水生产企业亟需改变这种模仿的方式，建立自己的香水文化，加大科研投入，积极进行产品的开发和创新。

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XXX香水营销方案 一、国际环境市场选择与形势分析 近年来，在国际市场上法国、美国、意大利三种香水产销竞争激烈，构成了当今三足鼎立的香水世界。 今年年来，中国市场对奢侈品的消费不管增强，成为世界第二的奢侈品消费大国。香水的销量日益增加，特别是中高层对高档香水的推崇 二、市场定位与营销目标 香奈儿香水采取市场专业化战略。为香奈儿香水在目标市场战略上采取差异性营销。它将高消费群体划分为若干需求的细分市场，制定不同的市场营销组合，共同发展。已满足不同消费者的需求。 香奈儿的利益定位是典雅体验，典雅是由香味、稀缺和艺术三个抽象属性实现的，这三个抽象属性是由内在属性、外在属性和组合属性实现的。产品是精致化的，价格是昂贵的，终端是艺术化的，沟通是经典化的，这一切都在突出香奈儿香水的典雅和自由。在市场定位战略中，香奈儿香水实施产品质量差别化，品牌价值差别化，品牌形象差别化，销售终端差别化，媒体沟通差别化。 SWOT分析 （1）Strengths优势 香奈儿的竞争优势可以是以下几个方面： 品牌知名度高 顾客忠诚度高 企业形象良好 技术技能优势 有形资产优势 无形资产优势

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前言 “闻香识女人”，没有香味的女人，如同没有香味的花一样，是朵塑料花。可见，香氛与女人有着如此密不可分的关联，不同层次，不同性情，不同爱好的人们。由于各自同异的性格而偏爱某种特殊香味的香氛。于是，女人在选用香氛增添自己魅力的同时，也正在向人们展示您的热情与情趣。在经济高速发展的今天，我们越来越感觉到香水对女人的重要性。 世界著名化妆品品牌LANCOME兰蔻是由ARMAND PEITIJEAN阿芒·珀蒂让先生创立的。“兰蔻”这个名字来自于法国中部卢瓦尔河畔的LANCOSME城堡。这座城堡的四周种满了玫瑰，充满浪漫意境。而阿芒·珀蒂让认为，每个女人都象玫瑰，各有美丽姿态，于是就以城堡的名字为品牌命名，玫瑰也就称为了兰蔻的品牌标志。 由于ATTRACTION兰蔻引力香水是新产品，不易让人接受，因此我们的第一市场目标是要打开它的知名度，并让消费者确信本商品为高级品，进而占有整个国际市场之15%。消费对象主要对象为高层白领，未婚女性和富太太以及专业人才（如美容师，化妆师等）。将采用多渠道方式投放创意广告进行推广，并注重意见反馈。

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市场营销计划书范例(标准版)

市场营销计划书范例(标准版) Complete each work in accordance with the work plan. The plan plays a role of supervision and supervision to prevent and correct deviations in the implementation process. ( 工作计划 ) 部门：______________________ 姓名：______________________ 日期：______________________ 编号：MZ-SN-0943

市场营销计划书范例(标准版) 一. 公司概述 一. 公司名称：弈天有限责任公司 二. 公司地址：鄂尔多斯市 三. 公司司徽: 四. 股权结构：本公司采取股份有限责任制的股权结构。由股东大会选举产生董事会，并聘请董事长。本公司采取总经理聘任制，由董事长提名总经理，并报请董事会后经由半数以上的董事批准产生。由总经理负责公司经营管理，并受董事会监督。董事会和总经理由监事会监督，向股东大会负责。监事会由三人组成，其中包括由股东会选派的代表一名，由股东会聘请的知名专家一名和来自公司内部的职工代表一名。五. 领导体制：六. 成立公司手续、文件：董事会技术服务部信息部品种推广部财务部人力资源部总经理

(一)工商登记：公司成立之前先要经过名称审核。申请名称预先核准，应当提交下列文件: 1、有限责任公司的全体发起人签署的公司名称预先核准申请书; 2、出资人或者发起人的法人资格证明或者自然人的身份证明; 3、公司登记机关要求提交的其他文件; 4、由投资各方签署的投资协议; (二)、设立有限责任公司，应提交下列文件： 1、公司董事长签署的设立登记申请书(制式表格); 2、公司成立大会记录;出资人合作协议书; 3、筹办公司的财务审计报告; 4、具有法定资格的验资机构出具的验资证明;(验资前发起人应办理有关的财产转移手续) XXX图文设计 本文档文字均可以自由修改