飘柔的英语广告词

飘柔的英语广告词

篇一：飘柔市场营销中英文分析

Rejoice

introduction:

inoctober1989,asabrandofprocter&gamble's,floatsoftintochina.For1 6years,floatsofthasbeentheleadingbrandofchineseshampoomarket,become apartofthechinesewoman'slife."Themostbeautiful,silkyhair"rejoicein thearticleisdifferentfromwesternconsumers,inthemindofthechinesewomen ,beautifulhairstandardalwayswillbealittledeleterious,smoothandeasytocom b.Trendscomeandgo,butthishasneverchanged.That'salsorejoicefor16 years,hasbeencommittedtobringchinesewomen.challengethesoftlimit,cons tantlybringpeopleupverysmoothexperience,thatistorejoice.calminthefaceo fpressure,beconfidentandpolishedlook,willbethebesttoshowyourselfinfron toftheworld,thisisthewomentorejoice..(1989年10月，作为宝洁旗下的品牌，飘柔进入中国。十六年来，飘柔一直是中国洗发水市场的领导品牌，成为中国女性生活的一部分。“柔顺的秀发最美丽”飘柔之定位篇与西方消费者不同，在中国女性的心目中，美丽秀发的标准永远都是柔柔亮亮，顺滑易梳。潮流来来去去，惟独这点从未改变。这也正是飘柔十六年来一直致力带给中国女性的。挑战柔顺极限，不断带给人们升极的柔顺体验，这就是飘柔。从容面对压力，保持自信优雅

的形象，将最美好的自我展示在世界面前，这就是飘柔女性。) Strategicfocusandplan:

1、mission:weareaimatsatisfyingtheconsumers’needoffunctionaldiversityoftheshampooandtakingcareofthepubliclife.

2、goals:⑴nonfinancialgoals:

①retainitspresentimageashighqualitybutcheapproductsintheshampoocategor iesinwhichitcompetes.

②addanewproductevery2orthreeyears.

③furtherpromoteitspopularityandpenetrance.(渗透率）⑵financialgoals:retain15%shareoftheshampoomarketinthefuture.

3、corecompetencyandsustainablecompetitiveadvantage: Lowpricealongwithhighquality,widepopularityandawareness. Situationanalysis:

1、SwoTanalysis:Strength

⑴Thepriceandqualityoftheproductisconsistent.

产品价格与质量比较吻合，基本做到优质优价。

⑵ithasenteredthechinesemarketforalongtimeandhasalargermarketawareness andpenetration.

进入中国市场的时间较长，具有较大的市场认识度与渗透率。

⑶

ithasavarietyofproducts,strongbrandresearchanddevelopmentcapabilitiesa nddandruff,smooth,treatmentandotherspecies,sothecustomershavemanych oices.

产品种类多，品牌研发能力强，有去屑、柔顺、焗油等种类，顾客选择多样性。⑷Rejoice’sadvertisingcampaignispowerful,anditsadvertisingslogan:rejoicethatself-c onfidence;Thislaunch,static,beautyoneachside;Launch,cardiac,floatsoftare deeplyrootedintheheartsofthepeople,suchasadvertisingformdiversification, boldnovel,targeted,isdeeplyrootedintheheartsofthepeople.

飘柔的广告攻势是强大的，其广告词：飘柔就是这样自信；秀发动、静，每一面都美；发动，心动，飘柔等均深入人心，广告形式多样化，大胆新颖，具有针对性，深入人心。

⑸ithasoccupiedalargermarketshare.

占据着较大的市场份额。

⑹ithasbrandadvantage.

具有品牌优势。

⑺Thetargetgroupisclearandithashighbrandloyalty.

目标群体明确，品牌忠诚度高。weakness

⑴itputslittleattentiontodandruff,itching.

在去屑，止痒等功能方面有所缺失。

⑵