她喜爱湖南市场营销计划.doc

SHE LOVE HUNAN MARKETING PLAN1. market statusSHE LOVE is a new weight-lose brand unveiled by Beauty Factory in 2005. Beauty Factory specializes in scientific research on Tea slimming field and operation of production and market. It is famous for its outstanding contribution and is praised as the Oriental Tea Expert. Based on the traditional tea culture, Beauty Factory made SHE LOVE rapidly become famous products ranking high in the sales scale of Hunan slimming tea in a shortly several months by virtue of its excellent quality and service and its special characteristics.2. SWOT analysisWith the appearance of Hong Kong YIREN tea, herbal tea of SHE LOVE was under a greater pressure. To make effective competition strategies, here, wed like to analyze the strengths, weaknesses, opportunities, and threats it faced with.2.1 StrengthsFirst of all, Beauty Factory is a local entrepreneur and has a favorable market base and marketing channels. It can also make adjust and market operate reaction as soon as possible. Besides, SHE LOVE products are excellent in quality and has a good fame among consumers.2.2 WeaknessesWith the popularity of herbal tea market, there exists a more and more fierce competitiveness and a fluctuate condition.2.3 Opportunities There is a mature market share of herbal tea and it presents a pretty good trend of growth now.2.4 Threats YIREN is devoted in advertising to have a head-on competition with SHE LOVE which may end up with destruction to both sides.3. Market Prospect Nowadays, weight-lose tea market has experienced dramatic changes. There are four major changing and developing trends.One of these trends is that there has formed a rational purchase behaviors of obese people. The second one is that this kind of weight-lose market has stepped into an age of low profit and low price. The third one is that obese people will be more and the number of obese people in groups of different ages,areas and professions will be increased as with the forward of our domestic economy and the continually developing living standards. The last trend is that weight-lose tea of traditional Chinese medicine kind will continue prosper in market.Generally, the major consumers of slimming products and health products are young ladies who love beauty. The number reaches 90 percent. Those obese people who really need to lose weight, however, seldom use them. In the future slimming market, there will certain to be a change of pattern. It is predicted to be half and half of the share between those who lose weight for beauty and those for health. This share also goes for the percentage between men and women.4. Marketing planning and programsBy analyses, we carefully made four marketing plan and programs as follows: (tinder, burn, add firewood, recover)1. Tinder-product planning Making sure a slimming product within 10 days and ￥1920 (first, using rose slimming tea for 30 days, the same specification and usage of the Iraqi tea), because the definition of “Beauty and fitness” would lead to a fashion and after the education of the Iraqi teas large format, it has large market, so the key point of our product is also the beauty and fitness. “SHE LOVE” is cost ￥19 for 12 days.2. Burn-advertising strategyAccording to the strong and aggressive advertising of Iraqi tea, we find a weapon - rose, we clearly worked out in June 2011 - December 2011. Direct to the advertising theme for intestinal tea to determine the title as the following:Slim tea, comprehensive sales.The more rose tea, the thinner you are.3. Add firewood-final promotion“HER LOVE” rose slimming tea that is efforts to promote weight loss market as well as to promote the promotion, from buy two get one free to buy four, get three and then Buy four get four, blazing promotions, so in the big efforts of promotion of “buy and gifts”, the rose slimming tea will easy access to the market share.4. Recovering- frontal attackAfter six months effectively jamming of Corning Aperient Tea, Bishengyuan tea has lost its advantages on advertising, because they couldnt get any profits by competing with rose tea, or it can be said serious that they are inevitably loss. so it is time for Guoxin company to put the brand “SHE LOVE” into the battlefield, and then ready to take their market back confidently.5. ConclusionThe facts that the strategy of the war of Guoxin company in this herbal tea is completely correct, and keep the orderly marketing tools to the extreme point, and once again unde