CTF(周大福珠宝)ppt课件

1、2022/7/12 Marketing Mix Analysis of CTF外国语学院2021级2班商务英语甘颖 黄旭 黄晓玲刘瑶 刘力立 刘雪梅.contentCompany profileProduct (一)development of water flowers (二) 漩舞 main products (三) products life cyclePrice (一)price objective (二)price strategy (三)nonprice strategy (四)benefits of membershipPromotion (一) advertising 2022

2、/7/12.content (二) personal selling (三) sales promotion (四) public relations and publicity (五) word of mouthPlacement (一)distribution flow sheet (二)virtual flagship store (三)transport and package2022/7/12.Company profileLimited companya wholly owned Affiliated Companies Zhou Dafu group. founded in 19

3、29.productWater flower series水中花系列 .全新周大福“水中花系列 ， 将“水与“花两种元素巧妙交融，以不变的铂金材质勾勒灵动恒久之美，演绎出“漩舞“、花绽“、“结蕴、“落英“、汀兰“、潋滟“等6套铂金及铂金镶钻饰品。主打款“漩舞设计时髦优雅，形似翻卷回漩的水花，萦绕于中心一点轻舞回转，恍如在瞬息万变的世界里，女性内心对愉快自我的不变追求.一Development of Water flower series水中花系列 Generating new product ideasThe world varies from minute to minute, while

4、women adhere to the self, guarding the heart of the eternal. ScreeningTechnological feasibility : Our company has founded for 85 years, we have technological superiority.Marketability: Womens economic position is enhanced. They need a new product to be their eternal guardian .Testing working with PG

5、I and Life Style inviting stars Commercialization sold in official ship and outlets .二漩舞( main products)Mosaic : Pick set爪镶Material: platinum/PT950 and diamondWeight: 1-29 pointsType: for woman diamond:Color: HClarity(净度：SI1-2Carat Weight：1 point.2022/7/12三Product Life Cycle.2022/7/12三Product Life C

6、ycleIntroductionWhen our products are first introduced to the market,large sums of money are usually allocated for promotion and profits tend to be small and even losses may occur.Because there are so many competitors,we use penetration strategy to enter the market quickly.2022/7/12三Product Life Cyc

7、leGrowthAt this stage,sales increase quickly and profits begin to pour in.MaturityThe product enters into the third stage which the products becomes mature and the market gets saturated.DeclineThe demand for the product continues to fall and so does the sales volume.Price .2022/7/12Pricing Objective

8、sSales-oriented ObjectivesMarket share is the major concern.Follow-the-leader ObjectivesWe concentrate efforts on the promotional tools such as advertising and oackaging.Pricing StrategiesPenetration StrategyPricing Lining Strategysize2.52g12号圈口2.57g14号圈口2.46g11号圈口2.68g15号圈口2.49g10号圈口2.55g13号圈口price

9、RMB 2090.00RMB2185.00RMB2090.00RMB2261.00RMB2185.00RMB2185.00.2022/7/12Nonprice StrategyEstablish Relationship.Benefits of Membership工费打折1周大福千足金产品工费7折2周大福珠宝镶嵌首饰一口价95折3K金铂金镶嵌类的95折4可享有CTF2，COCO会员权益，素银类88折积分到限额可以换东西.Promotion .一Advertising二Personal Selling三Sales Promotion四Public Relations and Publicity

10、五Word of Mouth.一Advertising341.38万元509.65万元1005.86万元1112.11万元657.97万元193.45万元. newspaper. Television.54000元78000元82000元. Magazines .InternetIts convient and useful to use Internet, such as weibo, wechat.single media11. No lighting billboard.2.Lamp advertisement boardsubway1.Tracks advertising.2.Chan

11、nel advertising3.The station hall advertising4.Ladder advertising5.Platform adcertisingadvertising of bus sheltervideo media1.electronic board234 Outdoor.Make Presentation4Approach3Prospect1Qualify2Close6Handle Objections5二Personal Selling67Folloe-upFind out people who are most likely to buy jeweler

12、y. Confirm that if these people will buy our products.Ask people which kind of products do they want to buy.Know peoples needs and show the products style, colour, size and other features and uses.If people have questions of products, we must deal with them and mak sure that customers are satisified

13、 with our products.Then customers will decide to buy or not to buy.After cuatomers payment, we should establish long term relationship with them.couponsWe will give discount to VIPs.For common customers,we will give them discount when special days.三Sales Promotion.exhibitionWe also hold many jewelry

14、 exhibitions to show our companys development and unique culture.sportseventsponsorshipentertainmentBAZAAR明星慈悲夜上海国际田径黄金大奖赛2021.2022/7/12四Public Relations and Publicitymake full use of TV advertisement, newspaper and magazines.五Word of mouth It is one of the most effective tools for promotion. It can

15、 increase sales , expand the brand influence and prevent negative word of mouth from spreading. run business honestly transform the shop business to a corporate operation, and play the customer first marketing idea to the utmost, which has won wide acclaim.Make the brand meet the needs of customers

16、by brand youthlization.Placement.Distribution flow sheet.(一Virtual Flagship Store Fast, convenient, cheapIn line with the urban consumers, especially young generation living habitsProviding different consumers with a wide selection of regional equalityThe main force of the online shopping, the young

17、er generation ,have entered the age of marriage, the purchasing power significantly enhanced.*Logistics distribution mode Online distribution: SF Express and EMS Offline distribution: If you choose to self style pick up, you can get it in our physical stores nearby you with your ID card after paying

18、 it online.(二) Physical StoresModern chain management methods: (现代连锁运营方法 Shop(自营店Franchise特许加盟店joint venture stores合营店accounts for 1/3 of the total Each.*Different regions have different principles of operationUrban market: franchised storeRural market : Brand counters (Lower purchasing power).*From the wholesale to retail orientedWider distribution, contact more consumer groupsIncrease brand visibilityEasy to control pricesWe have founded and reinvented the National Material Storage and Distribution Center(全国物料仓储配送中心，which i