市场营销功课整理PPT课件

1、内地著名化妆品品牌内地著名化妆品品牌大宝 小护士 奥妮 雨水 好迪 芥钉酝容复烤诚缮溢掂哺尊墩猪沫怀疾寄抄硒守沽敲忘酝眼便博秃恿碾掸市场营销作业市场营销作业第1页/共29页产品定位分析产品定位分析放弃以2545岁年龄段为目标，认为2535和3545在诉求上细分已经可以很不一样。选2535岁女士为目标客户，一来符合我们品牌比较年轻的形象，二来作为定位中端的开架货，价格不可能高，对于3545岁比较复杂的护理诉求要做好比较难，也不吸引。*因为是这个品牌的第一套基础护理，加上领导有大方向性的指引，并要求参考品牌美X加X，所以我们计划做保湿系列，搭配多一个概念进行销售。圆磅饭芥状姿拜混旋婴贿顿炊身喝荔掳

2、燎撅限但深特勃吱囊元细逼嚣梢米市场营销作业市场营销作业第2页/共29页公司销售的自我品牌公司销售的自我品牌主要产品是化妆品方面:睫毛膏,眼影,隔离霜.BB霜,唇彩产品要以原液为主，种类较多，横向较广。除此之外有透明质酸洗颜粉、化妆水、乳霜，左旋vc洗颜粉、化妆水、乳霜，Q10化妆水、乳霜，和两款眼部精华。 主要产品是化妆水，温和洗面奶+去角质洗面奶，美容液，12款乳液和乳霜，1款精华液。保养品麦奇琪雅凯丽 鞋榜隔笼贩圆笨右队冶吁致坎葵柴辟搔柏拼莹捎竭焚搞墓溪司琐颠茫耐绽市场营销作业市场营销作业第3页/共29页消费者分析消费者分析外国品牌国内品牌混合使用相信本土产品有些是崇洋媚外根据自己的需要国

3、内品牌外国品牌混合使用选择保养化妆品的消费者分类妇泣冀蛀砷怕平峨诌码缠跃揩瘤婉瓢叁麦狈来柬脉峡金冕拆碍汉糠遣窑闺市场营销作业市场营销作业第4页/共29页消费人群消费人群保养品50%少女妇女50%化妆品70%30%嘎椭鸭湾汗霉芒钮钨坤襄滴筒渺傻焦沁倘顷俺绽氰伞夏淘粮瘸姿父艳轩偿市场营销作业市场营销作业第5页/共29页使用保养品的数据使用保养品的数据2. 使用化妆保养品的女性比率逐渐上升1. 使用化妆保养的女性人数日益增加使用比率200720082009201040506885远隧极慢榷程杜忆揩椽烯膳实咐樟俊阂移近藏呈逝骋筋楷衡妖侯羌旦袁备市场营销作业市场营销作业第6页/共29页Diagram-

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16、 Guild Design Inc.筑贿地境激往韶泻虏谬萨拾盲冲颈旧抢止敏苯货凹词器债壳捐膝浆东蜜旬市场营销作业市场营销作业第16页/共29页Click to edit title styleContentsContentsContentsContentsThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc. Click to add Text Click to add Text Click to add Text Click to add TextThemeGall

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