百雀羚英文版国际营销策划PPT
百雀羚营销策划方案
前言百雀羚是一款历史悠久、备受欢迎的护肤品牌，它以丰富的营销策略、高品质的产品而赢得了消费者的信赖和喜爱。
然而，在如今的市场竞争中，只有依靠过去的辉煌是远远不够的，我们需要创新和改变。
本文档旨在为百雀羚提供全面、可行的营销策划方案，以便使其在市场上更好地发展。
本文档将提供以下三个方面的内容：1.现状分析2.销售目标3.营销策略现状分析为了制定出更好的营销策略，我们首先需要了解百雀羚目前的市场状况。
根据市场调查和分析，我们得出以下结论：产品分析百雀羚的产品线非常丰富，涵盖了多种肤质和年龄段的需求。
其产品的质量也是业内公认的高品质。
但是，百雀羚的产品线众多，存在一定的销售互斥性，消费者常常不知道该如何选择适合自己的产品。
另外，由于市场竞争的激烈，一些新兴护肤品牌正在不断冲击百雀羚的市场份额。
品牌分析百雀羚品牌已经成为一种文化现象，在消费者中有一定的知名度和口碑。
然而，由于品牌已经存在数十年，一些消费者认为它不再新鲜和时尚，从而选择其他品牌。
另外，由于护肤品市场的创新性要求较高，百雀羚在这方面的努力还不够，没有太多新产品或创新领域的尝试。
销售分析百雀羚的销售渠道非常庞大，包括了官网销售、线下零售商、网络电商等。
销售额和市场份额都非常可观。
然而，由于产品线众多，销售额存在一定的互斥性，因此部分产品的销售比较低。
另外，在线下零售商或其他销售渠道的管理方面，仍有提升的空间。
销售目标基于市场状况的分析和整合，我们为百雀羚制定以下销售目标：1.在现有产品线升级改造的基础上，推出一个或多个充满创新的新品，增加产品销售额。
2.增加品牌在年轻消费者中的知名度和认可度，开拓年轻人市场。
3.在线下零售商或其他销售渠道的管理方面进行提升和改进，增加销售额。
营销策略基于销售目标的制定，我们可制定出如下的营销策略。
新品推广在新品的推介上，我们应将目光聚焦于数字化营销和媒体关系。
具体而言：1.利用新媒体营销手段，例如：微信公众号、微博、短视频等，提高新品知名度和影响力。
百雀羚分析 ppt课件
4.1产品策略 营销组合营销
长度
产品组合的长度指一个 企业的产品项目总数。 产品项目指列入企业产 品线中具有不同规格、 型号、式样或价格的最 基本产品单位。通常， 每一产品线中包括多个 产品项目，企业各产品 线的产品项目总数就是 企业产品组合长度。百 雀羚旗下拥有5个产品系 列，包括水嫩倍现系列、 草本精萃系列、经典护 肤系列、气韵草本系列 以及男士护理系列，共 127种产品。
关联性
对于百雀羚，几乎每一个 消费者对它都有一份特殊 的记忆：绘满五彩小鸟的 深蓝色铁盒，银白铝箔盖 着的白色膏体，不用凑近 就可以闻到的浓郁香味。 自从上个世纪三十年代上 海富贝康家用化学品无限 公司研制出百雀羚香脂， 百雀羚引领的本土化妆品 就从此成为时尚的诠释者。 进入八十年代后，百雀羚 在国内首创全面“护理、 滋养”的护肤理念，旗下 的百雀羚、凤凰产品系列 风靡全国，销量接近亿盒。
百雀羚分析
SPDC
天然不刺激 百雀羚草本
课 程：广 告 学 姓 名：惠 广 宇 学 号：201315026 指导老师：崔 楷
目录
背景分析 环境分析 STP分析 4PS分析 广告策略
未来展望
背景分等IT通信产品等消费热 后，化妆品正在成为消费群体中的又一新兴 消费热潮。随着社会经济的发展，人们的消 费能力在不断增强，“面子”问题越来越受 到人们的重视。
3.2目标市场选择
从百雀羚以往的消费格局来看，消费价格需重新改革，突破低档 品牌的格局，从中低端升级到中高端消费，消费者群体从中青年女性， 工薪阶层以及学生为主，转向中高收入稳定的25-45岁的消费者为主。 百雀羚品牌首先在国内打响，激起老品牌的复古潮风，突破老品牌的 低端价格，开拓国内市场，在国内重拾辉煌和国民的认可。在国内设 立专柜，提高档次，品牌全面包装革新，与新时代的新元素和老上海 的当时吸引人的元素相结合，突破老格式的旧元素，给人以一种跟上 新时代，时尚的风潮。在重新开拓市场时应该保住老顾客人群，将 17—25岁年轻群体定为潜在消费群体，进行深度挖掘。
百雀羚的广告策划ppt课件-2024鲜版
视觉冲击力强，覆盖面广，适合 提升品牌知名度和吸引潜在消费
者。 19
目标受众媒介接触习惯研究
目标受众群体以女性为主，年 龄层次广泛，注重护肤和美容。
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电视和网络是目标受众接触最 多的媒介类型，其中网络广告 对于年轻受众的影响力逐渐增 强。
目标受众对于时尚杂志和美容 类节目的关注度较高，对于户 外广告也有一定的接受度。
广告策划是根据广告主的市场策略和产品定 位，通过创意、媒介、推广等手段，制定出 一套完整的广告传播方案的过程。
通过有针对性的广告策划，提高品牌在目标 受众中的认知度和美誉度。
促进产品销售
塑造品牌形象
通过广告策划推动产品销售，实现广告主的 市场营销目标。
通过广告策划传达品牌的核心价值和品牌个 性，塑造独特的品牌形象。
消费心理
追求天然、健康、高品质的护 肤体验，注重品牌口碑和形象。
购买行为
倾向于在电商平台和专柜购买， 受社交媒体和KOL影响较大。
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竞争对手广告策略分析
国际品牌
以高端、专业形象为主，强调产 品科技含量和独特配方，广告投 放集中在时尚杂志、高端商场等
场所。
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国内品牌
06
总结与展望
CHAPTER
26
本次广告策划成果回顾
广告效果评估
通过数据分析和市场调研，我们发现本次广告策划在提升品牌知名度、促进产品销售等方面 取得了显著成果。具体表现为品牌曝光量增加、消费者关注度提高、销售额稳步增长等。
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创意呈现与接受度
本次广告策划注重创意和情感的传递，通过独特的视觉表现和引人入胜的故事情节，成功吸 引了目标受众的注意力。同时，广告中融入的中国传统文化元素也得到了广大消费者的认可 和喜爱。
百雀羚英文版国际营销策划PPT
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India
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Channel
India
India sales channel assessment
Low operating costs, retail terminals spread
百雀羚国际营销策划方案
百雀羚国际营销策划方案一、营销目标：百雀羚国际希望通过营销策划方案实现以下目标：1. 扩大市场份额：在国际市场上增加品牌受欢迎度，提高市场份额。
2. 提升品牌形象：塑造百雀羚国际的高品质形象，以增加消费者对品牌的信任和忠诚度。
3. 开拓新市场：进军新兴市场，如非洲、南美等地，以增加销售额和市场份额。
二、目标受众：1. 潜在消费者：广泛的年龄层面，尤其是年轻人群，他们对个人护理产品需求量大，较为注重品牌形象和产品质量。
2. 经销商及合作伙伴：包括连锁超市、电商平台等，希望与品牌携手合作，共同扩大市场份额，提高销售业绩。
三、营销策略：1. 品牌定位：通过精准定位，将百雀羚国际定位为高端个人护理品牌，强调产品的高品质、天然成分以及创新科技的结合。
2. 市场调研：进行市场调研，深入了解目标市场的消费者需求、竞争对手情况等，以制定有效的销售和营销策略。
3. 产品创新：不断研发创新的产品，并与国际知名实验室、专家合作，确保产品安全、有效性和高品质，从而吸引消费者。
4. 品牌合作：与国际知名品牌进行合作，在其店铺或平台上推广百雀羚国际产品，提高品牌知名度和曝光率。
5. 市场推广：通过社交媒体、电视广告、印刷物等多种渠道进行品牌推广，展示品牌形象和产品特色。
同时，与知名博主、KOL进行合作，通过互联网直播等方式增加品牌曝光度。
6. 售后服务：建立完善的客户服务体系，包括在线咨询、专属客服等，提供个性化的服务，并及时回应客户反馈和投诉，以提高客户满意度和忠诚度。
7. 公益活动：与国际和本土的公益组织合作，开展相关公益活动，增加百雀羚国际的社会责任感和品牌声誉。
四、预期成果：1. 市场份额增加：通过营销策略的有效实施，预计百雀羚国际的市场份额将有所增加。
2. 品牌形象提升：通过品牌合作、市场推广等策略，提升百雀羚国际的品牌形象和知名度，增加消费者对品牌的信任和忠诚度。
3. 销售额增长：通过开辟新市场、不断创新产品等措施，预计百雀羚国际的销售额将有所增加。
国货彩妆英语营销策划方案
国货彩妆英语营销策划方案Table of Contents:1. Executive Summary2. Introduction3. Market Analysis3.1 Overview of the Global Cosmetics Market3.2 Chinese Cosmetics Market3.3 Customer Behavior and Preferences3.4 Competitive Analysis4. SWOT Analysis5. Marketing Objectives6. Target Market7. Marketing Strategies7.1 Product Development and Innovation7.2 Branding and Positioning7.3 Pricing Strategies7.4 Distribution Channels7.5 Promotion and Advertising7.6 Online Presence and E-commerce7.7 Influencer Marketing8. Budget Allocation9. Performance Measurement10. Conclusion11. References1. Executive Summary:This marketing plan focuses on the promotion and expansion of Chinese cosmetic brands in both domestic and international markets. The aim is to enhance brand awareness, increase market share, and attract more customers by delivering high-quality, affordable, and innovative products. The plan outlines strategies for product development, branding, pricing, distribution, promotion, and advertising.2. Introduction:The global cosmetics market has witnessed significant growth in recent years, with the rise of social media and increased consumer focus on beauty and personal care. Chinese cosmetic brands have immense potential to tap into this market and become recognized globally. This marketing plan aims to provide a roadmap for Chinese cosmetic companies to improve their competitive position and increase market share.3. Market Analysis:3.1 Overview of the Global Cosmetics Market:The cosmetics market has experienced substantial growth globally, driven by increasing disposable incomes, changing consumer preferences, and the popularity of social media and beauty influencers.3.2 Chinese Cosmetics Market:The Chinese cosmetics market is the second-largest in the world, with rapid growth expected in the coming years. The market is driven by a younger population, increasing urbanization, and rising consumer awareness of beauty and personal care products.3.3 Customer Behavior and Preferences:Chinese consumers are becoming more conscious about the ingredients and safety of cosmetic products. They also appreciate affordability and accessibility. Chinese consumers particularly value herbal and natural ingredients, hypoallergenic products, and innovative packaging.3.4 Competitive Analysis:The market is highly competitive, with both international and domestic brands vying for market share. International brands dominate the higher price segments, while domestic brands have a significant presence in the mid to lower-end market. However, domestic brands face challenges in terms of building brand reputation and trust.4. SWOT Analysis:Strengths: Chinese cosmetic brands have access to an extensive range of traditional Chinese herbs and ingredients, which can be leveraged as a unique selling point. They also have the advantage of affordability and accessibility.Weaknesses: Domestic brands may lack brand recognition and trust in international markets. Some may also lack innovative product offerings.Opportunities: Rising demand for eco-friendly and sustainable products, the growing popularity of e-commerce, and increasing consumer awareness of Chinese culture and heritage present great opportunities for Chinese cosmetic brands.Threats: Intense competition from both international and domestic brands, changing regulations, and negative perceptions of "Made in China" products.5. Marketing Objectives:- Increase brand awareness of Chinese cosmetic brands in domestic and international markets.- Improve market share by targeting specific customer segments.- Enhance product innovation and diversity.- Strengthen brand reputation and trust.6. Target Market:- Young adults (18-30 years) who are value-conscious and interested in beauty and personal care.- Eco-conscious consumers looking for natural, herbal, and sustainable beauty products. - Consumers seeking affordable and high-quality cosmetics.7. Marketing Strategies:7.1 Product Development and Innovation:- Conduct research and development (R&D) to identify traditional Chinese herbs and ingredients with potential beauty benefits.- Develop a diverse range of cosmetic products, including makeup, skincare, and haircare, based on customer preferences and needs.- Innovate packaging to attract customers with unique, visually appealing designs.7.2 Branding and Positioning:- Build a brand identity that emphasizes the synergy between Chinese culture and beauty. - Leverage traditional Chinese ingredients and heritage to differentiate from competitors. - Emphasize affordability, accessibility, and quality in brand positioning.7.3 Pricing Strategies:- Price products competitively, targeting the mid to lower-end market segments.- Offer bundled deals and promotions to attract price-sensitive customers.- Create a perception of value through affordable pricing.7.4 Distribution Channels:- Collaborate with established brick-and-mortar retailers to increase offline presence.- Strengthen e-commerce channels to accommodate the growing popularity of online shopping.- Offer seamless online shopping experiences and provide detailed product information. 7.5 Promotion and Advertising:- Utilize social media platforms to engage with customers, share product information, and drive brand awareness.- Partner with influencers and beauty bloggers to promote products and reach wider audiences.- Collaborate with fashion brands and beauty salons for cross-promotional activities.7.6 Online Presence and E-commerce:- Develop a user-friendly and visually appealing website to showcase products and facilitate online purchases.- Leverage online platforms like Tmall and to reach a wider customer base.- Offer online-exclusive promotions and discounts to attract online shoppers.7.7 Influencer Marketing:- Collaborate with beauty influencers and key opinion leaders (KOLs) to promote products and create brand advocacy.- Provide influencers with product samples to share honest and unbiased reviews.- Utilize influencer-generated content across social media platforms.8. Budget Allocation:- Product development and innovation: 20%- Promotion and advertising: 30%- Distribution channels: 15%- Online presence and e-commerce: 20%- Influencer marketing: 15%9. Performance Measurement:- Increase in brand awareness and recognition through market research and surveys.- Sales volume and revenue growth.- Number of new customers acquired.- Increase in customer engagement on social media platforms.- Online sales growth and customer retention rate.10. Conclusion:Chinese cosmetic brands have great potential to compete and succeed in the global market. By leveraging their unique cultural heritage, affordable pricing, and product innovation, Chinese cosmetic brands can capture a significant market share and gain recognition internationally. Implementing the strategies outlined in this marketing plan will help these brands achieve their objectives.11. References:(Provide a list of the references used in the marketing plan)。
市场营销STP4P战略(百雀羚)概诉
男士 1.产品组合的宽度： 2008年百雀羚全面升级，产品包装 护理 进行创新的同时增加系列了产品，丰富且完善了产品线。 系列 经典 5个产品系列，包括 2.产品组合的深度：百雀羚旗下拥有 丰富了产品线，增加了草本、男士 水嫩倍现系列、草本精萃系 列、经典护肤系列、气韵 护肤 水嫩 草本系列以及男士护理系列，共 127种产品。然而，百雀 、儿童等系列产品。如相继推出水 系列 气韵 倍现 羚最新 推出的水嫩倍现保湿系列是品牌产品线最完整的 嫩倍现、草本精粹、气韵草本等本 本草 系列 产品系列，属于基础护肤系列，共包含八款产品，包括洁 草本 面、水、乳、精华、面霜、特润霜、片状面贴膜及夜间睡 系列 草系列护肤品，清新自然等的风格 眠面膜，满足了都市女性对产品不同品类及质地的需求。 精华 3. 产品组合的关联性：百雀羚主要生产护肤产品，其分销 紧贴品牌属性和时尚潮流，与传统 系列 出售。因此，百雀羚的产品 渠道都是通过超市或专卖店
市场定位
产品策略
关注新浪微博:@奇怪的鱼zzZ
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产品组合策略 品牌策略 产品生命周期阶段
包装策略 新产品策略
产品组合策略
百雀羚产品分类 产品线 产品组合
資料：張虹、成月怡 演講：冼彩菁 PPT：彭夢妮
解釋權歸該小組所有
目录
STP
4P
STP
市场细分
目标市场
市场定位
STP
市场细分1.按消费者的年龄及生命周期阶段进行细分 儿童：公司先后与美国Disney、日本ASTRO BOY等国际公司合作，推出了迪士尼、阿童木等 儿童护理产品系列。还有小百羚。 青年：百雀羚推出的水嫩倍现系列、草本精萃系 列、气韵草本系列和男士护理系列都是针对青年 人 中老年：以其悠久的历史，承载许许多多中人的 回忆，公司推出了百雀羚经典系列。
百雀羚营销策划35页PPT
谢谢！
51、 天 下 之 事 常成 于困约 ，而败 于奢靡 。——陆 游 52、 生 命 不 等 于是呼 吸，生 命是活 动。——卢 梭
53、 伟 大 的 事 业，需 要决心 ，能力 ，组织 和责任 感。 ——易 卜 生 54、 唯 书 籍 不 朽。——乔 特
55、 为 中 华 之 崛起而 读书。 ——周 恩来
百雀营销策划
21、没有人陪你走一辈子，所以你要 适应孤 独，没 有人会 帮你一 辈子， 所以你 要奋斗 一生。 22、当眼泪流尽的时候，留下的应该 是坚强 。 23、要改变命运，首先改变自己。
24、勇气很有理由被当作人类德性之 首，因 为这种 德性保 证了所 有其余 的德性 。--温 斯顿． 丘吉尔 。 25、梯子的梯阶从来不是用来搁脚的 ，它只 是让人 们的脚 放上一 段时间 ，以便 让别一 只脚能 够再往 上登。
09337_百雀羚分析ppt课件
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线上线下渠道整合
线上渠道拓展
百雀羚积极拥抱电商平台，通过官方旗舰店、合作电商平台等线上 销售渠道，为消费者提供便捷的购物体验。
线下实体店优化
百雀羚在保持传统实体店销售的同时，不断对店铺形象、服务等进 行升级和优化，提升消费者购物体验。
线上线下融合
百雀羚通过线上线下互动营销、会员体系打通等方式，实现了线上线 下渠道的深度融合，为消费者提供了更加多元化的购物选择。
百雀羚分析ppt课件
2024/1/26
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contents
目录
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• 引言 • 百雀羚市场现状分析 • 百雀羚产品策略分析 • 百雀羚营销策略分析 • 百雀羚渠道策略分析 • 百雀羚未来发展趋势预测
2
01
引言
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目的和背景
分析百雀羚品牌的市 场表现及竞争状况
为相关企业提供品牌 发展及市场策略的参 考
额。
2024/1/26
百雀羚在国货品牌中表现突出， 凭借其独特的品牌文化和产品品
质赢得了消费者的青睐。
面对市场竞争，百雀羚需要继续 加强品牌建设、产品创新和市场 推广等方面的工作，以保持竞争
优势并实现可持续发展。
9
03
百雀羚产品策略分析
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产品线布局及特点
护肤品类
包括洁面乳、爽肤水、 乳液、面霜等，针对不 同肤质和需求提供多样
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THANKS
感谢观看
2024/1/26
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品牌定位与传播途径
2024/1/26
品牌定位
百雀羚以“天然、健康、时尚” 为品牌定位，致力于为消费者提 供高品质的护肤产品。
百雀羚案例分析PPT课件
宏观营销环境指对企业营销活动造成市场机会和环境威胁的主要社会力量。 分析宏观营销环境的目的在于更好的认识环境，通过企业营销努力来适应 社会环境及变化，达到企业营销目标。 影响企业营销行为的宏观环境主要因素
百雀羚营销策划方案
百雀羚营销策划方案1. 前言百雀羚是一家国内知名的化妆品品牌，已经在市场上拥有一定的知名度和用户基础。
然而，随着市场竞争的加剧和用户需求的不断变化，百雀羚需要制定一套有效的营销策划方案，来增强品牌的影响力，扩大市场份额。
本文将详细介绍百雀羚的营销策划方案，包括目标客户群体分析、品牌定位、营销渠道选择、促销活动策划等内容。
2. 目标客户群体分析在制定营销策划方案之前，我们首先需要对目标客户群体进行准确定位。
百雀羚的产品主要面向成年女性群体，他们关注自己的形象和美丽，对化妆品有一定的消费需求。
根据市场调查数据，我们将目标客户群体进一步细化为年龄在25到40岁，有一定购买力和化妆品消费习惯的女性群体。
3. 品牌定位品牌定位是营销策划中的重要环节，决定了品牌的形象和定位。
百雀羚作为国内知名化妆品品牌，应该将自己定位为高端品牌，注重产品质量和用户体验。
品牌定位需要与目标客户群体相匹配，与其他竞争对手有所区别。
因此，百雀羚的品牌定位可为“高品质、天然无添加的中国化妆品品牌”。
4. 营销渠道选择选择适合的营销渠道是营销策划中的重要部分。
我们可以结合目标客户群体的特点选择以下几种常见的营销渠道：4.1 线下渠道•高端百货商场：百雀羚可以选择与高端百货商场合作，开设专柜，提供产品展示和销售服务。
通过与高端百货商场合作，可以增强品牌的高端形象，吸引目标客户群体的关注。
•社区美妆店：社区美妆店是目标客户群体常去的地方，百雀羚可以选择与社区美妆店合作，安排产品陈列和销售人员，提供便捷购买渠道。
4.2 线上渠道•官方网店：百雀羚可以在自己的官方网站上开设在线商城，提供产品信息和直接购买服务。
官方网店可以提高用户购买的便利性和体验，加强与用户的互动。
•社交媒体平台：百雀羚可以在微博、微信等社交媒体平台上开设官方账号，发布品牌信息和推广活动，与用户进行互动和沟通。
社交媒体平台可以增加品牌的曝光度和传播效果。
5. 促销活动策划为了吸引更多的目标客户群体和增加销售额，百雀羚可以结合不同的节日和时段，策划一系列的促销活动。
百雀羚国际营销策划方案
百雀羚国际营销策划方案一、市场分析1. 国际市场需求：全球化和跨国经济发展日益增长，越来越多的人对高品质的化妆品有了更高的需求。
2. 竞争对手：百雀羚面临来自欧美等国家的国际品牌竞争，如欧莱雅、资生堂、兰蔻等。
3. 产品定位：百雀羚品牌以平价化妆品为主，强调产品的高性价比和适用性，适合追求经济实惠和效果的消费者。
4. 品牌形象：百雀羚追求简约、大方的形象，产品外包装简单，注重品质和实用性。
二、目标市场与客户细分1. 目标市场：百雀羚的国际营销重点市场主要是面向欧美、东南亚等发达国家和地区。
2. 客户细分：根据不同国家和地区的消费习惯和需求，将客户细分为以下几类：- 年轻女性：注重时尚、个性和外观，较为关注品牌形象和包装设计。
- 成熟女性：强调产品质量和功效，对抗衰老、保养皮肤有需求。
- 男性消费者：越来越多的男性开始注重外观形象，对护肤品和化妆品有需求。
三、营销策略1. 品牌定位：在国际市场上，百雀羚品牌将定位为高性价比的平价化妆品品牌，强调适用性和实效性。
2. 市场推广渠道：- 线上渠道：通过建立官方网站和电商平台，以及合作社交媒体平台进行品牌推广和产品销售。
- 线下渠道：通过与国际化妆品连锁店、百货公司和专卖店的合作，将产品直接销售给消费者。
3. 品牌形象宣传：通过营销活动、广告宣传、明星代言等方式提升品牌形象和知名度，吸引目标消费者的注意。
4. 产品研发和创新：持续推动产品研发和创新，根据不同市场的需求调整产品配方和包装设计，提供更适合当地消费者的产品。
5. 售后服务：建立完善的售后服务体系，提供产品使用指导、售后保修等服务，增强消费者的购买信心和满意度。
四、营销活动策划1. 产品发布会：定期举办产品发布会，在当地的重要城市邀请媒体、经销商和消费者，展示新产品并进行销售推广。
2. 线上营销活动：通过社交媒体平台，举办线上营销活动，如抽奖、试用品赠送等，增强用户互动和品牌关注度。
3. 明星代言：与当地的明星合作，邀请他们成为品牌形象代言人，通过明星的影响力提高产品的知名度和销售额。
市场营销STP4P战略(百雀羚)概诉
解釋權歸該小組所有
目录
STP
4P
STP
市场细分
目标市场
市场定位
STP
市场细分1.按消费者的年龄及生命周期阶段进行细分 儿童：公司先后与美国Disney、日本ASTRO BOY等国际公司合作，推出了迪士尼、阿童木等 儿童护理产品系列。还有小百羚。 青年：百雀羚推出的水嫩倍现系列、草本精萃系 列、气韵草本系列和男士护理系列都是针对青年 人 中老年：以其悠久的历史，承载许许多多中人的 回忆，公司推出了百雀羚经典系列。
市场定位
产品策略
关注新浪微博:@奇怪的鱼zzZ
————————————————————————————————————————— ————————————————————————————————————————
产品组合策略 品牌策略 产品生命周期阶段
包装策略 新产品策略
产品组合策略
百雀羚产品分类 产品线 产品组合
STP
2.按消费者的性别细分 女性消费群体and男性消费群体 市场细分 百雀羚公司在作市场细分的时候首先充分考虑消 费者收入的重要性。虽然随着经济的发展，消费 者的整体收入水平有了大幅的提高，但是整体的 消费水平与国外发达国家相比还是存在着很大的 差距。普遍的消费者还是价格敏感型的消费者， 这一细分市场的人群往往具有相似的喜好和购买 习惯。其次考虑消费者对产品的需求状况。消费 者购买各种不同的化妆品，不同的消费者就追求 不同的利益：有的为了保湿，有的为了增白，有 的则为了抗皱或防晒，有的却追求综合利益（增 白、抗皱等都要）。近年来，从美容护肤品的市 场销售情况来看，消费者群体正在不断扩大，绝 大多数各个层次的消费者都已经开始步入定向选 择的成熟阶段，消费层面将呈继续扩大发展趋和包装进行创 新，但是部分产品还是保留了，包括包 装，如凤凰甘油和护理系列花露水等非 核心产品，这些产品的零售价为4元。 然而，部分产品单品单价高达200元。 这些产品的极端价格，给消费者对产品 的定位造成混乱。
“百雀羚三生花营销策划分析报告”PPT课件讲义
02
公关广告活动评分标准
效果显著
活动的热门程度
活动的满意度
该活动是否让群众了解品牌
该活动是否让群众有购买欲望
活动广告点击量
活动1广1 告是否让群众了解品牌
活动广告是否让群众有购买欲望
活动广告是否让群众满意
效果良好
效果一般
效果较差
小组成员评分标准
非常好
好
是否积极参与讨论
是否按时完成自己的任务
百雀羚的三生花系列基本可以满足各
11
种肤质的人使用，不论你是干性肌肤、
油性肌肤、混合性肌肤、敏感肌肤或
者是熟龄肌，都可以在百雀羚三生花
系列中遭到你需要的那一款产品，可
以满足各种肌肤的需求。
目标人群
11
三生敬献，美不胜收。
01 目标人群
20-30岁 女性
20多岁的女性，皮肤出于最佳时期，细胞在28天
SUI
拾 贰
梦知
缘
月 贰
压天
YUAN
拾 伍
星在
说
日
河水
。，
叁 诗和远方，想和他们做一生的朋友
贰
0
一 陆 年 拾 贰 月 贰 拾 伍
思 念
口 齿
11 本 就
回 忆
不是
清场
回
HUI
忆
YI
的
说
日
肆 诗和远方，想和他们做一生的朋友
贰 0
原记
一 陆
本得
思
年
就 11 关
SI
拾
贰
惆是于
念
月 贰
怅我你
NIAN
拾 伍
影发于朋友圈，截图回复三生花后台，即 可获得一次抽奖机会。100%中奖，奖品是 三生花系列的护手霜，同时还会准备10个 大奖，奖品是百雀羚三生花全套护肤品 （10套），来调动学生的参与度。
经典国外品牌策划英文版
经典国外品牌策划英文版Classic Foreign Brand PlanningIntroductionIn today's globalized world, foreign brands have become an integral part of our daily lives. From clothing and accessories to electronics and cars, these classic brands have carved out a niche for themselves in the highly competitive market. In this article, we will delve into the strategies utilized by some of the most iconic foreign brands, examining their successful brand planning and marketing strategies.1. AppleApple is a brand that needs no introduction. With its sleek and innovative products, Apple has revolutionized the technology industry. The key to Apple's success lies in their brand positioning. Instead of focusing solely on the products, Apple markets itself as a lifestyle brand. Their advertisements appeal to the emotions of their consumers, highlighting how their products can enhance their lives and make them more creative. Additionally, Apple maintains a sense of exclusivity, creating a sense of anticipation and demand for their new product releases. This strategic brand planning has made Apple one of the most valuable brands in the world.2. Coca-ColaCoca-Cola is a brand that has achieved global recognition. The secret to their success lies in their consistency. Coca-Cola has maintained a consistent brand identity since its inception, focusing on happiness, joy, and togetherness. Their advertisements are filled with smiling faces, promoting the idea that consuming Coca-Colabrings people together and creates moments of happiness. Coca-Cola has also successfully localized its marketing campaigns, adapting to different cultures while still maintaining their core brand values. This attention to cultural relevance has enabled Coca-Cola to become a household name in countries across the globe.3. NikeNike is a brand that has mastered the art of storytelling. From their iconic "Just Do It" slogan to their empowering advertisements featuring athletes from various sports, Nike has built a brand that is associated with determination, inspiration, and achievement. Nike understands the importance of connecting with its target audience on an emotional level, using their marketing campaigns to tell stories that inspire and motivate. By aligning themselves with successful athletes, Nike has positioned itself as a brand that champions performance and excellence, creating a loyal customer base that spans generations.4. Mercedes-BenzMercedes-Benz is a luxury car brand that exudes elegance and sophistication. Their brand planning focuses on showcasing a combination of style, power, and cutting-edge technology. Mercedes-Benz advertisements portray their vehicles as status symbols, appealing to the desire for luxury and prestige. They also emphasize their commitment to innovation and safety, building trust and credibility among their customers. Mercedes-Benz has successfully positioned itself as a brand that offers both performance and luxury, attracting customers who value comfort, quality, and exclusivity.5. McDonald'sMcDonald's is a global fast-food brand that has successfully adapted to various cultures and markets. Their brand planning centers around delivering consistent quality and convenience to their customers. Whether it's their familiar menu items or their iconic golden arches, McDonald's has created a brand identity that is recognized worldwide. They have also localized their menus to suit the tastes and preferences of different countries, making their offerings more appealing to local consumers. McDonald's understands the importance of convenience in today's fast-paced world and has integrated technology into their brand planning, introducing mobile ordering and delivery services to cater to the needs of their customers.ConclusionForeign brands like Apple, Coca-Cola, Nike, Mercedes-Benz, and McDonald's have achieved iconic status through effective brand planning and marketing strategies. They have successfully connected with their target audience on an emotional level, creating a strong brand identity and maintaining consistency throughout their campaigns. By understanding the desires and aspirations of their customers, these brands have managed to stay relevant and adapt to changing markets, securing their place in the competitive world of global commerce.6. Louis VuittonLouis Vuitton is a renowned luxury brand known for its high-quality and stylish products, particularly its iconic handbags. The brand planning of Louis Vuitton focuses on exclusivity, craftsmanship, and a sense of heritage. Louis Vuitton emphasizes its French heritage and the meticulous craftsmanship that goes intocreating each product. This positioning strategy appeals to customers who appreciate the artistry and attention to detail that goes into each piece. The brand has also successfully collaborated with influential designers and artists, creating limited-edition collections that generate buzz and desirability among fashion enthusiasts. Louis Vuitton's brand planning combines traditional elements with modern innovation, ensuring its continued success in the luxury market.7. SamsungSamsung is a global leader in electronics and technology. The brand planning of Samsung centers around innovation, cutting-edge technology, and user experience. Samsung consistently introduces new and improved products across a wide range of categories, including smartphones, televisions, and home appliances. The brand positions itself as a leader in technological advancements, appealing to tech-savvy consumers who value quality and performance. Samsung also invests in marketing campaigns that highlight the functionality and versatility of its products, showcasing how they can seamlessly integrate into consumers' lives. By focusing on innovation and user experience, Samsung has established itself as a trusted and reliable brand in the competitive electronics industry.8. ChanelChanel is a luxury fashion brand that epitomizes elegance and timeless style. The brand planning of Chanel revolves around sophistication, craftsmanship, and classic designs. Chanel's iconic products, such as the little black dress and the Chanel suit, have stood the test of time and remain coveted by fashion enthusiasts.The brand maintains a sense of exclusivity by using high-quality materials and a meticulous attention to detail. Chanel's marketing campaigns often feature celebrities and influential figures, associating the brand with glamour and prestige. Moreover, Chanel has successfully expanded its product offerings beyond fashion, venturing into beauty and fragrance, further solidifying its brand presence in the luxury market.9. ToyotaToyota is a leading automotive brand known for its reliability, durability, and efficiency. The brand planning of Toyota focuses on quality, innovation, and sustainability. Toyota's vehicles are renowned for their longevity and low maintenance costs, appealing to practical-minded consumers who prioritize dependability. The brand has also invested heavily in hybrid and electric vehicles, highlighting their commitment to sustainability and environmental responsibility. Toyota's marketing campaigns emphasize the brand's reliability, safety features, and technological advancements, building trust and loyalty among its customer base. By consistently delivering high-quality and efficient vehicles, Toyota has become a household name globally.10. StarbucksStarbucks is a global coffeehouse chain that has successfully created a unique brand experience. The brand planning of Starbucks revolves around providing a welcoming and cozy atmosphere, quality coffee, and personalized customer service. Starbucks outlets are designed to be comfortable and inviting, creating a third place experience for customers. The brand has also emphasized sustainability and ethical sourcing, appealing tosocially conscious consumers. Starbucks' marketing campaigns often feature personalization, allowing customers to customize their beverages and promoting a sense of individuality. The brand actively engages with its customers through loyalty programs and digital platforms, nurturing long-term relationships and ensuring repeat business. Starbucks has successfully built a strong brand identity centered around the coffeehouse experience and has become a beloved brand globally.In conclusion, these classic foreign brands have demonstrated successful brand planning strategies that have helped them establish themselves as iconic brands in their respective industries. By understanding their target audience and reflecting their values and desires in their marketing campaigns, these brands have created strong brand identities that resonate with consumers around the world. Consistency, innovation, and a focus on customer experience are common themes among these brands, allowing them to stand out in the highly competitive global market. Through effective brand planning, these foreign brands have not only achieved commercial success but have also become cultural symbols and representatives of their industries.。
百雀羚营销策划方案及说明
百雀羚营销策划方案及说明百雀羚是中国著名的化妆品品牌，其产品涵盖了护肤品、彩妆和香水等多个领域。
为了进一步提升品牌知名度和市场份额，百雀羚需要制定一套完善的营销策划方案。
本文将基于市场调研和品牌分析，针对百雀羚的产品特点和目标消费群体，提出一套全面的营销策划方案。
一、品牌定位和目标消费群体百雀羚的品牌定位是追求卓越品质，服务于广大女性消费者。
目标消费群体主要是25岁至40岁之间的都市女性，她们注重健康、时尚和个人形象，并有一定的消费能力。
这部分人群是消费者群体中的主力军，同时也是潜在消费能力较大的群体。
二、市场竞争分析在中国化妆品市场中，百雀羚面临着来自国内外多个品牌的竞争。
其中，国际品牌如兰蔻、雅诗兰黛等拥有较高的知名度和忠实消费者群体；而国内品牌如珂莱美妆、相宜本草等也在市场上占据一定的份额。
针对这些竞争对手，百雀羚需要制定有针对性的营销策略。
三、核心竞争优势百雀羚在市场中有以下的核心竞争优势：首先，百雀羚拥有自己的独特产品研发团队，能够积极跟进市场需求，推出符合消费者口味和需求的产品；其次，百雀羚注重产品的品质和性价比，能够提供高性价比的护肤品和彩妆产品，满足消费者对产品品质和价格的双重需求；此外，百雀羚在中国市场拥有较高的品牌知名度和消费者认可度，可以通过品牌溢价吸引更多忠实消费者。
四、营销策略1. 扩大市场推广力度通过各种途径加大广告和宣传力度，提升品牌知名度。
可以考虑在电视、杂志、网络等主流媒体上进行广告投放，并与一些时尚杂志和美妆博主合作，进行产品试用和推荐活动。
2. 增加消费者互动通过线上线下结合的方式，增加消费者与品牌的互动。
可以组织线下的美妆讲座和座谈会，邀请一些知名化妆师或美妆专家进行产品介绍和使用技巧分享；同时，在社交媒体平台上开展互动活动，如抽奖、评论互动等，增加消费者参与度。
3. 强化线上销售渠道加大对线上渠道的投入，拓展电商渠道。
可以选择在一些知名的电商平台上开设官方旗舰店，并与电商平台合作进行促销活动，提供优惠购物券和赠品等，吸引消费者线上购买。
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For all skin types
Effect: Deep clean the skin Balancing water and oil of skin Calm anti-inflammation Fill water、lock water
One shop in shanghai Box/Month
Box 30
15
0
Men's series
Sales summary
The company product sales overall rose steadily. The best selling is Hydrating series and BB cream. The other products also have good market. I suggest that we should increase the advertising for other products, to increase their visibility to increase sales. Finally, I hope that our products can be sold overseas.
10000
11550
人均GDP（单位：美元）
2000
1500 1000 500 0 2005 2006 2007 2008 692 778 1000 1004
1349 1105
1440
2009
2010
2011
Market size
• Beauty Health Market: $ 2.68 billion • Growth Rate: 15% to 20% • Prediction: By 2015, per capital spending on cosmetics increased by a $ 1.2 to $ 5
Market Choice
India
Why Choose India
nature economy society
India Overview
• India is the largest country in the subcontinent.
PPT模板下载：/moban/
Shrink pores
Acne series For all skin types Shelf life：3.5 years
SPDC Classic creams
Product introduction
Texture：Paste
Specification：41.5g Package：Filling
SPDC Overseas Marketing Strategy
walk into SPDC
一、brief introduction 二、main products introduction 三、sales status 四、marketing strategy
SPDC Company profile
•For series or Star products to build interesting thematic activities. •"The new-for-old" activity-during the event, can run out of a beautiful sample of product packaging for a new product.
The 2012 world population
china
India
Others
The man likes to look good
People love white
பைடு நூலகம் Channel
India
India sales channel assessment
Low operating costs, retail terminals spread
essence，
5 series of skin care products
Hydrating series
Herb series
Classic series
Anti-wrinkle series
Men's series
SPDC supple andsmooth night mask
Product introduction
E-commerce platform
- Great potential -Domestic marketing success, experience
Further penetration program
-Sales license, store franchise -Have lots of salesmen, beauty consultant (use the advantage of low labor costs in developing countries)
• Most parts of India has a tropical monsoon climate, year-round temperatures.
GDP(单位：亿美元)
20000 15000 15940 11390 7660 5000 0 2005 2006 2007 2008 2009 2010 2011 8730 17430 12880
Company profile
• SPDC founded in 1931 • Is a handful of domestic famous cosmetics manufacturer with a long history • Brand has repeatedly been rated as Shanghai famous trademark and won the title of China famous trademark, etc
Shelf life: 3 years
For all skin types
Sales Status
Company products total sales
C Bule:公司销售总额 Red:销售总额增长率
2008年
2009年
2010年
2012年
2013年
Hydrating series sales volume
Magnificent: In 2007
mark
“SPDC”New generation of herbaceous succulent series listing
Select the precious herb，extract the natural zero stimulus, zero risk
Product introduction
Texture: Lotion
Specifications: 95g
Function: Relieve tired, smoothes skin, moisture
For all skin types
SPDC Supple natural BB cream
Development course
Fame:First 30s
mark
“SPDC” Balsam of listed
Development: 80's
mark
“Fenghuang”Brand listed
Rise: since 2000
mark
Company restructuring, Shanghai Bai Chay Ling daily chemical Ltd
In 2012, The first quarter sales accounted for 59%,take up the lion’s share.
Sales of ten in 2012 before the month . Set/Month
Classic cream
Jan Feb Mar Api May June July Aug Sep Oct
• Brand meaning:From a bird feather extracted oil essence
• Brand creation date :Brand was founded in 1931, has been 82 years of history
• The main products :Water tender times series, the series of herbaceous quintessence, now classic skin care series, artistically herbal series, men care series
A shop in sales (Month) Unit: Hundred
Acne series
In recent years, sales have been steady growth, second only to Hydrating series
SPDC Supple natural BB cream
Shelf life：3 years
Effect：Quick moisture, protect sensitive
Men's wake-up lotion
Main components
Prevent dry Smooth skin.
Ginseng extracts
Olive Leaf nourish your skin and wrinkles antiaging