marketing_plan关于女鞋的英文营销策划书.doc

1、.CataloguesIntroduction.1Market Segment1Purchasing demand segmentation.1Age characteristics segmentation.2Positioning.3Competition analysis3Marketing strategies.5Product.5Price.6Place.6Promotion.7SWOT.8Strengths.8Weaknesses.9Opportunities.9Threats.9Target Market.10Conclusion.10*;10Introduction:China

2、 has a large market for women's shoes. Although most of the domestic women's shoes enterprises sales and export volume are considerable, but there are still many problems, including undefined brand positioning, the lack of service consciousness, and poor promotion means. In order to resolve

3、this problem, and make up the existing market vacancy of women's shoes, we attempted to create a new emphasis on sales and service for the women's shoes brand.This marketing plan comprehensively introduce our brandFlower, through the positioning of target market and analysis of competitors,

4、marketing strategy, SWOT,4P. It does the full text support for our products into the market. Market Segment:Purchasing demand segmentationComfortableBeautifulCheapfashionImitationAge characteristics segmentation18-25 girl group Mostly in a single stage, study, work, no economic burden, income is low

5、 but strong desire for consumption,.Consumption in advance 25-35 woman groupHave received a good education, from the single over to a marriage, Paying attention to personal taste of lifeHigh demand for fashion, higher income and Strongest purchasing power .Personality consumption Over 35 female grou

6、p A family first, the burden is heavier, shop around. Practical consumption Income characteristics segmentation18-25 most of these customers income under 2000RBM per month.25-35 most of these customers income between 2000-8000RBM per month.Over 35 these customers income is much lower.Positioning Pos

7、itioningstrategyThe overall positioning strategyFollow the market, make up brand ,use soft marketing and customer relationship marketing system.Target customers18-25 girl groups: fantasy and romantic25-35 woman groups : charming and emotionalOver 35 woman groups: simple and matureRegion selectionLar

8、ge cities mainly in China, such as Shanghai, BeijingMedia positioningnewspapers, magazines, Internet ,mobile phoneBrand positioningEstablish a core value brand systemCompetition analysisBrandBelleDaphneSales channelStoreExclusive Shopproduct appealsBelle comes from Franch,it means beautiful women.It

9、 advocates that "change makes beautiful".The company present a notion of high-quality goods of dress that “through the four seasons, still belle”.Its design concept is “Comfortable,simple, profession, mature”It focus on one word “beauty”Its slogan is "beautiful no discount, beautiful

10、makes perfect" Crowd positioningleisure style, lively type, ladylike typeabove moderate income, 25 to 50 years old of white-collar class,female18 to 25 years old female crowd: the Young and Cool25-45 women: Ladies and Soft, the crowd positioning in middle-income belowCore valuesOne shoe brand,

11、is also a kind of attitude to life, a life advocates, a way of life.The prelude of the "myth". "Love, weaving, crown" is the unique story contained by the brand Daphne OwnerHong Kong lihua shoes trade Co., LTDPrime Success International Group Limitedchannels of communicationFocus

12、 on the" Elle"," fashion - Mai" magazine to shape its fashion, high-end image positioning." -HOW"," Xinmin Evening News"," city beauty"," girlfriend" and other newspapers and magazines which are popular among young consumer groups Although

13、the two big brands have gained brand awareness in their customers.Facing billions of ladies' shoes market in China ,they are also small. So we should try our best to exploit our market. And we believe, in competitors of analysis, the biggest competitor is not the others, but ourselves, only the

14、excellent business can break out of it, and setting up their own brand kingdom. So, we can do it! Marketing strategies1. ProductProduct descriptionOur purpose is to manufacture favorite products for target women, and accord with their own pursuit of fashion-fashionable design, high quality, comforta

15、ble. Our products can meet the demand of modern female about shoes in different situation.Brand:We established our own ladies' shoes brandFlower.It means our shoes make ladies bloom as flowers-noble,elegant!Logo:Slogan: show beautiful, show yourself!2. PriceSetting the most appropriate price sys

16、tem for target women. Discount and status in the product, we are more enthusiastic in position to attract customers.Therefore, we will adopt in the form of membership or VIP to establish special discounts and promotions to consumers.Wholesale RMB150retail RMB2003. Place Create the most of both quali

17、ty and convenient place for target customers.As to this kind of women like shopping generally in large shopping malls or downtown area around, we persist in the store or in the bustling Strip in a city layout.So our sales combined Franchised Outlet with Retail StoreWith a network or magazine for pro

18、duct release channel. 4. PromotionPersonal salesUnique promotions: as a membership, or regular form, to promote products to high loyalty customers.Free Customization: The company's most powerful designers will tailor a pair of beautiful shoes for VIPs.Credit card consumption discount: since the

19、target women have so strong consumer credit awareness that we can use credit discount.Public relation(PR)Group purchase PR - strengthen the public relations efforts, improve the enterprise ability of public relations.Entrepreneur PR - deepen the understanding of all walks of life on brand and natura

20、l resources by leaders own influence.Media PR-establish media spokesman system, timely communicate with media, and release enterprise and product promotion information, increase the enterprises exposure in the public. Advertising-Newspapers: software articles, feature articles, professional articles

21、, media interviews.-Fashion Magazines: professional articles, fashion design issued, fashion trends.-Network: Internet topic, Portal interview, release design on the Internet, network cooperation and links.Mailer : leafletMobile SMS platform: build proper mobile SMS platforms to sent message to targ

22、et customers.SWOTStrengths-professional, international and hardworking young design team:creats our own design and also suit with the popular trend.-Production base: Wenzhou, important shoe making city in China, it has so mature experience and production system that can produce high-quality women

23、9;s shoes.- Marketing concept and marketing system: a marketing strategy and marketing means will be implemented in the future.- Innovation consciousness and brand of confidence:With the design of the awareness of independent innovation, and also have a brand operating self-confidence, which are the

24、 brand strength .Weaknesses -Brand awareness is still working on it -marketing system is still under construction - -market share is still in the expandingOpportunitiesThe number of domestic womens shoes enterprise is large , but, small, we can take full advantage of the huge market capacity.ThreatsThe larger market ,the more intense competition.- Product sales are sluggish- brand operation in vain-after-sales service can't keep upAccording to the above analysis of characteristics of the ma