Chapter 1 2020 Skin Care Product Planning Book
1. Foreword
xxxx has always been deeply loved by fashion consumer groups. Especially xxxx's lip balm series, there are so many varieties that you can't wait to see. While building a "lip moisturizing expert", xxxx has also opened up its men's market and constantly promoted the new fashion of men's personal care. Now xxxx is not just for women. Patented. Doing a good job in xxxx's advertising planning and implementing its advertising strategies will help create a better xxxx brand image. It will help improve the status of xxxx in the hearts of consumers.
2. Market Analysis
1. Market Prospects
Data show that China’s annual per capita expenditure on beauty products is only x euros (xx US dollars) , while country x is xx euros, which highlights the growth potential of the Chinese market. In the next x years, domestic men's demand for cosmetics will increase at a rate of 96% per year. In the field of men's daily chemicals, the first to launch men's products was Biore, a subsidiary of xx, and then xxx of xxx of country x. The menacing cosmetics giant xxx, with its xx, xxx and xxx, is taking over the market in all aspects of high, medium and low-end products. Xxxx's Olay and Gillette have launched corresponding men's series. xxxx’s efforts in men’s series in recent years cannot be ignored. The huge potential of the men's skin care product market has attracted both international and domestic brands to focus on this piece of cake. xx launched the Olay men's skin care series, and Gillette Men launched segmented functional products globally. Local brands such as xx, xxx, and xx are not willing to be outdone to join the battle. At present, in addition to daily cleaning and moisturizing products, some brands have also launched whitening and other functional products to meet the needs of men in different industries, and sales have been good. No matter which official report or survey data shows, it shows that the growth of the men's cosmetics market is unexpected!
2. Competitors
The main competitors of xxxx are xxx and xxx. Other competitors include higher-end skin care products and small brand men's skin care products than xxxx. The survey results show that the three major brands xxx, xxx, and xxxx occupy the majority of the Chinese men's skin care product market.
3. Consumer Acceptance
The survey results show that in my country’s skin care product market, xxxx mainly targets young consumer groups. Among this group of consumers, 16- 35-year-old consumers are the main consumers. They pursue fashion and health, so they are also very concerned about their skin health.
3. Advertising strategy
1. Target strategy
Through this advertising campaign, it is not only to increase the sales of several men’s products in this event, but also to In order to increase their popularity, and to allow potential male consumers to have a deeper understanding of the efficacy of the products, they focus on the maintenance of healthy skin.
2. Positioning strategy
xxxx is positioned as a mass mid-to-low-end brand, targeting young consumers aged 16-35.
3. Media selection
TV, newspapers, car bodies, platforms and pop.
4. Appeal strategy
xxxx advertising appeals for a quality, creating an image that interprets men's true colors of health, sunshine, casualness and nature.
5. Advertising creativity
A. Print advertising copy
Title: xxxx, a symbol of status!
Advertising slogan: Make you look brand new!
Text: Life is full of challenges! What's more, in today's highly competitive society, men are under increasing pressure and they play multiple and heavy roles. How can you bear to make a man so tired? They should also have the quality of life they pursue. Have your own beauty pursuit. So from now on, from this moment on, pay attention to men’s pursuit of beauty. They should also have the right to enjoy beauty.
Text: xxxx, a friend of men’s skin care, carefully creates a higher quality of life for men and brings you a brand new feeling.
B. TV advertising copy
Slogan: If you love him, give him xxxx!
1. Screen 1. In an office room filled with documents, a man is thinking hard with a face full of vicissitudes of life.
Screen 2: In the office room opposite the man, the beautiful girl looked at the man with eyes full of admiration and distress.
Screen 3: The girl took out xxxx, put it on the man’s desk, and said: “Be kind to yourself, life is not just about work.” The man stood up and held the girl’s hand, and the two talked affectionately see.
Voice-over: A man’s life is not just work, he also needs care.
2. Picture 1. In a warm home, the husband is sorting documents in the study with a tired face.
Screen 2: The wife pushed the door open and came in. She held a cup of coffee in one hand and hid the other hand behind her back. She walked into the desk and handed the coffee to her husband. The husband stopped working and took the coffee. He smiled and looked at his wife. The wife asked, "How are you preparing for tomorrow's negotiations?" The husband replied, "Not bad." The wife took out the xxxx hidden behind her back, "I believe you can do it."
Screen 3, in the huge In the conference hall, the husband negotiated successfully. He took out his mobile phone and called his wife and said: "The love you give is always so considerate. It's so nice to have you."
Voice-over: Men are not so strong that they don't need care. A little care, It was enough to move them.
IV. Advertising plan
1. Advertising objectives
Targeting men, quickly increase brand awareness, increase market share and increase sales.
2. Advertising time
From December to April of the following year
3. Target market of advertising
Age range Consumers between 16-35 years old.
4. Advertising cost budget
1) Advertising production cost x ten thousand yuan
2) Advertising media cost x ten thousand yuan
3 ) Other required expenses are The brand's seriousness has increased rapidly, increasing its market share and increasing xxxx's sales. So that it can have certain advantages in xxya and xxx.
Part 2 2020 Skin Care Product Planning Book
1. Macro Market Analysis
(1) Overall Market Analysis
xxx since xx Since entering the Chinese market, sales-driven advertising has been overwhelming, giving rise to its strong brand advantages, relatively low product prices, numerous retail outlets, and outstanding terminal activities every month. These magic weapons to promote sales are integrated in xxx. xxx has an overall market share of 20 in the domestic cosmetics product market. In many secondary cities, xxx's market share has reached more than 60%, and its counter sales account for more than 60% of xxx's overall sales. xxx has strong advertising to support brand development, has x years of domestic sales experience, has popular product positioning, and is entrenched in counters in large and medium-sized shopping malls and supermarkets everywhere, supporting the image of cosmetics stores... xxx is very powerful, even more powerful than us. Familiar with the needs of domestic consumers, it is strong enough to become a bellwether for market trends.
(2) Analysis of the cosmetics consumption market in colleges and universities
The background and significance of the cosmetics survey among college students xxx is China’s public relations portal and is the hub of Chinese corporate public relations directors, media, and industries. Computers, MP3, After the consumption boom of mobile phones and other IT communication products, cosmetics are becoming another emerging consumer trend among college students. In the current environment where the financial crisis is intensifying and employment pressure is increasing, the practical significance of using cosmetics has expanded from the perspective of beauty and etiquette to personal quality, employment competitiveness and other aspects.
The cosmetics consumption of college students has not only formed a sizable market segment, but also has an impact on the overall market. College students are young and fashionable, well-educated, and highly concerned about society. If the consumption trends of college students influence the consumption trends of young people, it will undoubtedly achieve huge market effects. Therefore, college student consumers not only have real market value, but also are partners worthy of cooperation in establishing a company's competitive advantage or shaping its brand image.
(3) Analysis of the survey results of college makeup rolls
1. Market capacity
Market capacity refers to the product of the total market volume and the market share of the brand. In addition to the capacity of consumer groups, market capacity also includes the capacity of potential consumer groups. Among people who do not use cosmetics products (we define them as potential consumer groups), the number of individuals in this group is considerable, accounting for 48.5% of the total. Those who passed the questionnaire From the data feedback, we learned that the main reason why they do not use makeup is: 'They believe that plainness is also a kind of beauty, and there is no need to deliberately modify it. ’ (55.6 potential consumers chose this item); ‘I’m usually too busy to put on makeup’ and ‘I don’t know how to put on makeup’ also accounted for 29.4 and 27.6 respectively. Although they do not use makeup, most of them do not think that "it is not worth spending money on this". Only about 3% of people choose this option, which shows that not using makeup may be a very helpless choice. The subconscious mind still yearns for it. After all, it is a woman's nature to love beauty.
2. Brand awareness
In terms of cosmetics brand awareness, everyone’s awareness is still relatively broad. However, in actual purchasing behavior, most of the brands chosen by consumers are xxx, xxx, xxx. But from the data, it is not difficult to see that our college student consumer group is a consumer with huge potential. When it comes to what price range of cosmetics they would choose, students concentrated on mid- to low-end prices.
As the number one brand in the domestic cosmetics market, xxx has firmly captured people's hearts, so when it comes to the cosmetics brands you know, many people will first write "xxx". It is not difficult to see that its brand is deeply rooted in the hearts of the people, but when it comes to the cosmetics brands they want to buy, the vast majority of students do not choose brands like xxx. I think college campuses are a potential group for consumption in the cosmetics market. It would be a good idea if any cosmetics brand could tap into this consumer market.
2. SWOT analysis advantages of xxx cosmetics products (strengrth)
1. xxx’s cosmetics products have fully adopted full ingredient labeling, which is relatively rare among domestic brands.
The product positioning is clear: makeup brand - positioned for women aged 18-30 who use makeup.
2. xxx has always adhered to the concept of pure naturalness and health. Both store decoration and product packaging use natural and healthy environmentally friendly materials. 3. Based on the basic concepts of high quality, reasonable price, simple design and colorful colors, it fully displays individual feelings, leads the fashion trend, and is in line with the consumption views of college students.
3. Marketing planning purpose
The purpose of this planning is to let more college students understand and use the cosmetics "xxx". Strive to make your products known on campus during campus marketing campaigns.
IV. Marketing Planning Strategy
Target Market: Domestic Universities
Sales Channels and Strategies:
(1) Maybelline enters universities The sales channels selected by the campus are campus supermarkets and chain convenience stores, as well as combining the advantages of supermarkets, small terminals, and beauty professional lines.
(2) Use advertising to open the way, promotional activity strategies, self-selling strategies, and online sales strategies.
Brand positioning: mid- to low-end, positioned as a mass brand, increasing its penetration on campus through various supermarket channels, so that every college student can buy its products anywhere.
Advertising strategy: Adopt the latest advertising planning plan to increase the popularity of xxx. The advertisements use Asian stars to endorse and emphasize the applicable objects of xxx. Do more promotional activities on university campuses to promote makeup knowledge and highlight the benefits of xxx makeup. The advantages and features make Maybelline popular rather than mainstream.
Counter display strategy: With trial clothing display as the main body, the counter should be concise but not simple, with a prominent brand image, and a sales strategy in which counter sales and advertising influence each other to promote each other.
Media strategy: Putting brand promotion advertisements in popular print magazines as the main body, supplemented by broadcasting makeup science popularization videos at counters and event sites. And combined with practical makeup demonstration promotion.
Promotion strategy: promote makeup according to seasonal changes as the main activity guide, use makeup product gift packs as the main promotion form, distribute leaflets, and use lottery activities to create a strong atmosphere.