雅芳化妆品南宁推广策划方案

雅芳化妆品南宁推广策划 雅芳化妆品在南宁推广营销推广策划方案 一、摘要 雅芳(Avon)，一个始终坚持为女人的美丽而存在的公司，成立于1886年，120年的源远流长中，散发着她独特的魅力。我们的愿景是要在产品、服务、及自我实现各方面，成为最能了解、最能满足全球女性需求的企业--"比女人更了解女人"，这是雅芳的核心魅力，更是对广大女性的郑重承诺。 如今，雅芳已发展成为世界上最大的美容化妆品公司之一，在53个国家和地区进行直接投资，拥有43000名员工，通过440余万名营业代表向145个国家和地区女性提供两万多种产品，包括著名的雅芳彩色系列、雅芳新活系列、雅芳柔肤系列、雅芳肌肤管理系列、维亮专业美发系列、雅芳草本家族系列、雅芳健康产品和全新品牌Mark系列，以及种类繁多的流行珠宝饰品。 二、活动背景 雅芳一直以来在化妆品行列都占有重要地位但现在竞争激烈，为了使雅芳占据更大的市场，使更多消费者成为雅芳的忠实顾客，所以有必要在南宁做一次推广活动，而地点则选择了处在南宁市中心繁华地段的万达广场。 万达地处南宁市铂金商圈——朝阳商业圈，是广西目前规模最大的shopping-mall商业广场，人流量大，每天接待旅客有五万人以上，促销时间定于双休日，这时段很多女性会逛街，她们忙完一周的工作自然会想到怎样来放松自己和保持肌肤。在促销活动前一礼拜就加强广告宣传，通过电视台、公车广告、海报和传单，尽可能多的吸引消费者，促销活动主要是通过适时的折扣让利、赠送赠品、会员制来吸引顾客热，通过现场和观众互动，让专业人士帮消费者进行免费的皮肤测试，这既能让消费者更深入了解雅芳同时又能宣传品牌。如出现冷场，我们会加大宣传力度并在场地放置礼物来引起消费者注意，若消费者太过热烈，我们会加派保全维持持续，以免引起事故。在这次活动结束以后，我们会进行电话回访、发放传单、网上评价等方式来检测这次活动是否达到预期效果。 这次促销活动主要是通过该活动来扩大雅芳的市场占有率，使的消费者信赖雅芳。 三、市场 图1 各品牌占中国市场比重 of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township (一)竞争对手分析 中国化妆品市场三大巨头宝洁、欧莱雅、 雅芳同场角逐。 (1)雅芳与保洁公司的对比:宝洁在中国市场的战略一直非常地明晰，从图表可以看出她的市场占有率超过我们10%。 宝洁中国地区的霸主地位也轻易带着她的一些品牌进入销售渠道。 雅芳不能很容易的带动，其缺点就是在多品牌策略上谨慎的单薄。 (2)雅芳与欧莱雅的对比:欧莱雅产品线完善，品牌多样。它一开始就运用了多品牌的策略。尤其在大众化妆品领域。 欧莱雅在中国化妆品市场上的产品结构和品牌结构都得到了巩固和完善，虽然她在中国的市场没我们大但她的威胁不容忽视。 欧莱雅产品的价格较贵，令有些女性朋友无法负担。 雅芳中国似乎正处在一个战略选择的关口，产品线长，层次丰富产品必然要依托庞大的消费群。 (3)雅芳与其它品牌的对比:虽然知名度比不上大品牌，但营业点较多，具有良好的信誉保证。 在价格方面女性消费者比较容易接受，市场占有率也非常大。 营模式,虽能很快地反馈顾客的信息,但范围也相对狭隘.且价格与其相比比直销是雅芳主要的经 较贵。 (二)消费者分析 目标消费群定位:25~40岁的女性 此类消费者喜欢在专卖店买东西，经济基础比较好。她们更喜欢带试用装的产品，此次新活再生霜重锤出击，价格公道，可以满足女性爱美的心理，使她们青春永驻，爱情长久。 四、 产品分析SWOT (一)、优势 公司拥有完整的生产线检验和成熟营销系统，高质量的检验，退换货保证。 雅芳公司属于直销品牌，世界最大的直销公司，获得中国首家直销许可证。 雅芳新活再生霜具有专利抗老因子、通过海洋原生质和CTC的完美结合，为肌肤细胞注入前所未有的生命活力，使肌肤倍感细腻柔滑。 雅芳信用度好，产品如有问无条件退换货。 (二)、劣势 金融危机的影响，女性朋友的购买欲望低下，市场低迷，但雅芳产品不断推出新的促销活动， rd independent, and tablets district Guide, and townshipge Boao money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and villale to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people t. Whiially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal constructionhousing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Espec f townnd facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street otraffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings amain ition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along theork, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transing wd link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hangservice for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time an stop"-ative authority, must be moved into administrative service center to carry out "oneof government departments and dynamic supervision, where power and responsibility manifests to determine matters of administr1 促进购买欲。 广告力度宣传不够到位。 (三)、机会 现代女性的保健意识的增加，对护肤品的需求量增加。 护肤品趋多元化，存在着很多的发展空间，在市场细分的巨大潜力。 (四)、威胁 越来越多的再生霜进入市场，抢占了一部分的市场份额 在经济危机的压力下，要克服原材料上涨和成品价格波动，难以达到平衡 市场多元化,竞争越来越激烈,很难去满足消费者不断改变的需求加大了扩大市场的占有率的难度 五、推广策略 (一)推广目标 推广三个月后将雅芳新活再生霜的知名度从20%到25%，通过让更多目标消费者的使用，收集 %以上。 他们的意见，完善雅芳新活再生霜的质量和包装，使其在南宁的市场的占有率达到21 (二)、广告策略 1、目的: 宣传雅芳新活再生霜让更多的消费者了解到产品所内涵的特点，刺激她们的购买欲望，为消费群中逐渐深入的树立雅芳新活再生霜的鲜明品牌形象，提升销量，使它更具有说服力和竞争力，能更好的走向全国各地。 2、广告的创意及表现: 邀请具有亲和力的白领女性做代言人拍护肤广告，在10秒的广告中，利用清新自然的画面，配合简单的肢体语言介绍产品，更容易让广大的消费者接受雅芳新活再生霜的功效，联想到自己的肌肤，希望自己也具有柔合亮丽的肌肤. (三)、媒介的选择 1、在南宁电视都事频道每晚8:00—10:00播出，连续播放2次，为期2个月。 2、在南国早报上做专题广告宣传，为期2个月。 (四)促销活动 1、目的:让广大的女性朋友使用雅芳新活再生霜，宣传她的效果，树立雅芳新活再生霜的品牌，提升销量。 2、促销的方式: s district Guide, and townshiptablete shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improvl shant govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught nationaand assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street musement o law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcge and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according t, frinShould focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual rangespeed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. ed to rvice, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, usand the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best sestop" service for enterprises, -ative authority, must be moved into administrative service center to carry out "oneof government departments and dynamic supervision, where power and responsibility manifests to determine matters of administr2 (1)折扣让利:价格由210元变为促销价199元，给消费者免费的进行皮肤测试，向她们介绍一些护肤知识。 (2)赠送赠品:购买到299元送化妆盒，购买399到元送太阳伞 (3)会员制:一次性购买满500元，可成为会员，终身可享受8折优惠。 (注:以上方式不可叠加使用) (4)活动宣传: ?:活动时间:2010年6月26日上午10:00到晚上10:00;2010年6月27日上午10:00到晚上10:00 ?:活动地点:万达广场 ?:活动对象:25-40的女性朋友 ?:广告主题“今天你雅芳了吗?” ?:活动内容:与电台协商在2010年6月26日7:00到10:00的时间段，在电台播放关于雅芳新活再生霜爱心问候及活动宣传，并随机抽取100名幸运观众，赠送护肤品。 在现场举行大型促销活动，邀请现场观众进行现场互动，参加活动的观众均可获得再生霜。 ?:宣传方式:发放传单、公车广告、 3、后期延续: 活动现场活动当天邀请南宁市电视台，报社记者来做相关的报道和新闻造势，在《新闻在线》中做活动渲染，并在各个商业街粘贴海报宣传，让南宁市更多的消费者了解到我们的此次活动，最终了解我们的雅芳新活再生霜。 4、意外防范: ? 若活动当天遇到下雨天气，雨势不大的话，就在路演现场搭棚路演。雨势太大的话，则将活动改期，通知到每个部门具体的改期时间，并做好安抚消费者的工作。 ? 若活动当天现场观众太多或反映太热烈，则要做好控制现场秩序的安排，以免出现意外和不必要的人员伤害。 ? 若活动当天现场观众太少，出现冷场。则需要多派人员发传单宣传，再准备多一些的礼品来吸引消费者的关注，需要做好物资的安排。 六、经费的预算 单项名称 单价 数量 使用时间 合计单价 . Whiially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal constructionhousing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Espec f townnd facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street otraffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings amain ition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along theork, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transing wd link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hangservice for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time an stop"-ative authority, must be moved into administrative service center to carry out "oneof government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrrd independent, and tablets district Guide, and townshipge Boao money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and villale to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people t3 公车广告 5000元 5台 2个月 5万 南国早报广告 5000元 2个月 1.0万 1 广告宣传栏 800元 2个月 3.2万 20 路演场地费 7500元 2天 1.5万 1 舞台、音响费 3500元 2天 3500元 1 抽奖摊点 200元 2天 1200元 3 宣传单 0.1元 2天 500元 2500 海报 70元 2天 700元 10 演员 80元 2天 960元 6 主持人 150元 2天 300元 1 发传单人员 40元 2天 800元 10 清洁工 45元 2天 270元 3 活动礼品 6元 2天 1200元 400 后期宣传费 8万元 8万元 / / 不可预计费用:1万元 总计费用:7.6435万元 七、 效果预估 (1)、通过两个月的广告宣传和促销推广之后，若雅芳新活再生霜知名度从原来的20%到25% 则达到了我们在南宁地区的推广效果。我们会通过电话回访、发放传单、网上评估来了解消费者的 使用情况。 (2)、希望通过让更多的消费者使用，收集他们的意见完善雅芳新活再生霜的品质和包装，使 雅芳新活再生霜得到更好的改善。最终成为雅芳再生霜的品牌的忠诚者。 s district Guide, and townshiptablete shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improvl shant govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught nationaand assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street musement o law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcge and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according t, frinShould focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual rangespeed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. ed to rvice, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, usand the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best sestop" service for enterprises, -ative authority, must be moved into administrative service center to carry out "oneof government departments and dynamic supervision, where power and responsibility manifests to determine matters of administr4