[英语学习]英文版市场策划.doc

Contents1、 Industry Analysis12、 Brand Profile43、4P Analysis5 Product Price Place Promotion4、 SWOT Analysis8 Strengths Weaknesses Opportunities Threats5、 Marketing Strategy12 Select Sales Area Sales promotions1、 Industry AnalysisCosmetics in Chinas national economy are one of the fastest growing industries .It has experienced great changes from without to have and from small to large. In 1987 ，only 1.8 billion output value and about one hundred enterprises.Developed to the two thousand years, the industrys sales revenue reached 13.8 billion, has more than 3,000 enterprises. From 1987 to 2000, the cosmetics industry average annual growth rate of output of around 18%.As can be seen from the above chart that consumer concerned about the publics attention ahead of other cosmetic grade cosmetics, reaching 46.56%, indicating that Internet users are more concerned about the beauty of the cheap, good quality cosmetics. High-end cosmetics to 25.62% of the attention, ranked second, regardless of whether it will buy high-end cosmetics, is still the focus of attention of users. Direct sales of cosmetics and cosmetic activity in third and fourth, attention, were 16.45% and 10.47%.From the above chart we can see that 2009 users attention to the skin care products is much higher than other categories, the overall concern about the accounting for 68.88%, cosmetics, second, to 19.55%. Total skin care and makeup are two types of attention up to nearly 9 percent.Mask is a skin care products that deposited on the face. After 20-30 minutes after spreading, it will form a tight film on the face, so called maskHowever, some do not form a film after drying mask; can not block to set off, the only water to wash it off, rather, they should be called a surface covered Paint mask, but the habit, because the operation and effectiveness of a face pack Is the same, also called a mask. The principle of the mask is use a layer with different functions and components of the dressing deposited on the face, blocking skin contact with air. When this layer dressing tightly against the skin, it will inhibit the secretion of sebum by the evaporation of sweat leaving the skin with a temperature rise, the will to promote blood circulation, penetrate the skin of the nutrients in the cell To spread wider and deeper. The skin surface will be those who can not evaporate the water retained in the epidermis, the epidermis of water full up, and the skin will look smoother and tight, fine lines will become pale. In addition, the temperature will soften the skin, capillary expansion; pores an expansion of the sweat accumulation on the inside can take advantage of exclusion, which is why the mask thoroughly cleanse the skin function with the reasons. Mask is a special cosmetics. As easy to use, security does not stimulate the skin, can be frequently used, the mask has become the skin care market occupies an important position in the category. 2001-2009, the mask of each sub-class skin care products is one of the highest growth rate, the growth rate as high as 31%.朗读显示对应的拉丁字符的拼音显示对应的拉丁字符的拼音2、Brand ProfileTONY MOLY is South Koreas top cosmetic brands, it means the magic of the beautiful forest in Chinese. The companys slogan is quality first. It has become the certified products by consumers. The company cooperated with the domestic and foreign famous cosmetic manufacturing companies, now has develop 1,000 kinds of products. And the products focus on the coordination between the natural soft curves and the various plants. It use the natural scenery, organic curves and flowers as its theme, that make the products become intense and mysterious, this is the TONYMOLYs unique sense. In addition, its reasonable prices and the opened markets, the pursuit of a sound corporate culture and business philosophy, not only benefits to the consumers, but also all the members of the cosmetics manufacturing and circulation field.3、4P Analysisu ProductProduct name：TONYMOLY tomatoes white maskCommodity Brand：TONYMOLYProduct standard: 70gplace of production: South KoreaProduction date：The 2010shelf life：The 2013Introduction product ingredient:n Tomato extractTomatoes contain vitamins and minerals that can effectively clean the skin and removal of toxic substances, even sensitive skin can also be used.n Portulaca oleracea L. extractLock moisture to the skin to help relieve inflammation and swelling.n Sunflower seed extractSunflower seed oil from Vitamin A which rich in essential fatty acids and good moisture.It is the best whitening mask of South Korea in 2010. It almost swept Korea and selling very well when just listed in South Korea. Firstly，Its packaging imitate the shape of tomatoes. That makes it look so small and cute, also easy to take. Secondly，it is a matte surface have the bright color and just like a real tomato.Another highlight is that the mask itself is very delicate and moisturizing, the smell of it also as with the real taste of tomatoes. This design can give the people impression of high quality and make the beauty of the people can not resist the temptation.Product Performance:Firstly:For skinTomato extract components of water particles, the rapid penetration of the deep skin, brighten complexion, remove aging skin, instantly whiten skin, dull skin tone block off the formation of melanin. For sun damaged and red hot skin have a good resume sedation. Removal of melanin caused by UV.Secondly:Deep cleanTo help remove the skin inside the pores dirt and cutin, producing oxygen whitening mask bubbles that can clean the skin and every pore and completely clear the face pores of the waste. Really make the skin white, the effect is obvious.Thirdly:MoisturizingThe product contains high concentrations of vitamins and minerals, whitening at the same time add water and nutrients. That will not feel the skin dry and tight. Enhance the skin natural water power, lasting moisturizing, deep moisture, making skin supple and thoroughly white, and create water, tender and shiny white skin.u PriceBecause the product is mainly through online sales now, so their prices vary on each shopping site. But in general prices are In the 50-80 or so.(This is the price of its Jingdong Mall)（This is the price of its taobao)u PlaceThe TONYMOLY tomato whitening mask is very popular with consumers since entering the market. With the growing market demand, consumers can purchase through a variety of ways. With the development of electronic commerce, has a lot of women who want to become more beautiful began to buy cosmetics in the network. So the main sales channel of the product is through the network.u PromotionThe TONYMOLY tomato whitening mask increased its visibility by a wide variety of group purchase websites. Also take this increase its sales and enhance the performance. Furthermore, there are some limited time discounted and promotional activities at t the each online shop mall. At the same time, there will give a small present, in order to lay the foundation for maintaining customer.4、SWOT AnalysisStrengthsn The outer packing are very unique and easy to attract the attention of the consumers. Its outer packaging like a tomato, no matter its color, shape and the flavor are just the same as the real tomato.n The leaf on the tomato packaging is the products Instructions. This exquisite and beautiful design makes the product looking more attractive and leave a more deeply impression on consumers.n This product only need 3-10 minutes can be completed. But most of other masks often needed 10-20 minute. So compared with other products, it can save more time and can reached fast ,stable and non-stimulating effect.n Moderator Haitaodu and Wuxi in theHAPPY CAMPwhich is the audience favorite variety show has recommend this product. Weaknessesn Because in the middle of the packaging have a plastic seal, the seal is very thin brittle that made it is easy to broke. So in the long distance transport that may lead to plastic seals broken and lead to consumers dissatisfaction with the quality of the product.n The mask is pure acid purificationfor so the people who first use this product may feel a little bit tingling feeling of the skin.Opportunitiesn Tomatoes have a very good cosmetic effect. Some tomato contains antioxidant vitamins A and Lycopene to help control swelling and help reduce skin irritation and other symptoms and in the field of medicine has also been widely used.n Many modern society men have started to give more attention to their face problems from their own. More and more men giving great attention and effort to their skin, body and taste, that time why a man should set a mirror has passed. Even if he did not care, the woman beside him would urge him. Therefore, the cosmetic which designed for the mens skin problems have been developed, businesses have also begun to design a simple, practical and modern male-specific skin care products5年内各类化妆产品产品零售额增长情况n The above chart shows various types of cosmetic products in 2006 sales and forecast the sales of 2011.We can see that the skin care products far ahead than other cosmetics and reached its highest point, visible skin-care products industry in the cosmetics market, continues to occupy a position should not be underestimated. China Business intelligence agencys analysts predict that the next few years, the Chinese skin care products will remain above 8% growth rate. By 2015, the scale of the Chinese skin care market will be more than the retail 900 billion.Threatsn Cosmetics industry is very competitive, there is some company may imitate the products packaging.n As consumers pay more attention to their own image and the problem of population aging with the peoples living standards are improving also increased peoples consumption level that made our low-end products face greater competitive pressure may be faced with the danger of being eliminated. (China News Network June 26 in Japan, the pursuit of bi-weekly June 24 article said that China will become the worlds first into the aging society in the development of a superpower. As the worlds economic engine in China, are increasingly faced with the problem of population aging. Typically, the proportion of people aged over 65 more than 7% of the total population, it is called aging society , and more than 14% is called aging society. China in 2005 reached 7.6%. Actually began in 2001, China entered the aging society.)n Cosmetic update speed that need to constantly keep input costs to develop new products.n International brands continue to enter the domestic market, causing fierce competition.5、Marketing StrategySelect Sales AreaWe chose Nanning as a sales area. Because Nanning Department Store industry is relatively developed have more department stores.The more famous are Beijing Hualian, South City department stores, Wal-Mart shopping center, Wangfujing Department Store, Nanning Department Store, Dream Island, Lee Ke Long supermarket, Chaoyang Commercial Plaza, Parkson Shoppes and other large-scale retail