A:I am the manager of Rose cosmetics. Over the past decade, people's living standards have improvement a lot with the economic development of china. According to a survey which named "China Consumer Herald" published in 2012 showed that female beauty make-up costs compared to 2013 increased by 11%. By some economic experts predict that the number of women concerned about their beauty make up will have proportional increase trend. Facts have proved that it has been known to us all cosmetics is no longer a luxury, but a necessity of life of women. So women pay more attention to their dress, want to dress up their life colorful.
How to competition and development, creating efficiency in the competition, what kind of methods can improve the Reputation of "XX" as soon as possible, is one of the most important issues that XX cosmetic agents, dealers can not be ignored .
I invited our companys market analysts, product planner, advertising editor to tell you something about our planning.
Their plan is very good, According totheir plan,Ithink it shoulddothe following three points
1 Identify market positioning
2 To improve the quality of products
3 widely publicized The product
I think as long as the joint efforts of all our staff, we can make a huge success of Rose cosmetics in China`.
B:Beauty is a woman's nature, almost every woman will use cosmetics, now if there is a skincare can be both cosmetic and beauty product, I believe that almost every woman will crazy for it. Our product “Rose” has been published more than a decade, and have good sales and a high degree of recognition in American, Canada and Europe.
Now here is our sales report from 2003 to 2012 of American, Canada and Europe. we can see the sales of our products is increasing year by year.
And according to the Global cosmetics market research, relying on it’s huge population base, China has become the world's largest cosmetics market. So our products must stationed in Chinese market.
We conducted a market survey for 2000 Chinese women of different ages ,and found that young women under the age of 36 are the major cosmetic consumer groups.
Although our company has products for different ages, but now we mainly target at young women groups, especially for professional women. and the publicity and promotion should targeted at young women too.
Now we are opening up a new market, so our main target market are the more economically developed cities and regions (such as the Pearl River Delta, the provincial capital)
At present, China's main market are occupied by some young consumer relatively favorite skin care brands, such as LOREAL, LANCOME, LANEIGE, OLAY etc. And Chinese consumers have a great trust of these skin care products. Therefore, although "Rose" have it unique properties, but we want to get consumers' trust and appreciation and quickly established our own market also has great difficulties.
So in the short term, we should clearly positioning our brand advantage(our skin care products have medicine effect while other general product doesn’t have. It can treat skin, balance skin secretion). Then step up publicity effort and quickly establish a good brand image on the occasion of people doubts about “Rose”, and build our own unique market. and then open up a high-end market, to achieve "Rose "well positioned in the Chinese mainland market, and promote the formation of a virtuous circle. I believe we can make it.
A;Ok, now Gao, pleaes tell us what your department has done to promote our products.
C:At first,we did a survey to find what is the most effective promotion method. We asked 3000 Chinese females how do they know a new cosmetics and there is the results.
From the chart, we can know that most people choose advertisement and about 27.7% people know a new cosmetics in shopping malls and entertainment venues. 225 People will be recommendedcosmetics by beautycompanies.
According to the survey results,our targetmarket and target consumers, our group have developeda preliminary marketing programs.
1.Advertising is thesimplest,fastest,andmostsocial way to promote products. We shouldestablish an attractivebrand image to wincustomers and use multiplechannelsto advertise it, such as broadcastingstation, TV, papers, billboard, E-mail and internet.
2.Promote our products in the well known shopping malls,entertainment venues and large enterprise groups. Consideringthe Chinese consumer's consumption conceptand the awareness ofROSEin China market , there are three reasons why we suggest that ROSE should set product counters in shopping malls. Firstly ,it canexpand the influence and enhance competitiveness. Secondly,the productsmeet with consumersdirectly canmake them know ROSE better.The third is consumerscan also help us promote products withstrongwordofmouth.
3.Cooperatingwith beautycompanies to develop beauty training courses. Through the constant propaganda during the courses, consumers can obtainmore informationaboutourproduct and eventuallychange to potentialbuyers.
4.Inordertoinvestigatethemarketdirectionanddemand,weshouldestablishspecialpromotionagency.Bytheway,accordingtothemarketdemandchanges,weshouldadjustpromotionstrategiesandmethodsconstantly.
At last, we did a budget.As shown in the figure. The total budget is 5 billion yuan. Advertisement takes about 60%. Promoting in shopping malls and other places will spend about 1.5 billion yuan, and cooperating with beauty companies takes less than 10%. The rest 1% is for establishing promotionagency and other.
A:OK, your department did a good job,and you’d better do a more detailed plan as soon as possible.The budget should cut of 500,000 yuan.
D:From the perspective of economy and effect ,We intend to make various propaganda. We will advertise mainly from the following points: 1, online advertising; 2,radio advertising;3, entertainment advertising; 4, newspaper and magazine advertising; 5, tourism advertising.
1. Fist of all, online advertising. As the booming of the Internet, it is no doubt that Networking will become the biggest platform. We can make floating windows in Some large websites, such as Sina, Tencent, Baidu, and so on. Meanwhile, build our only wed to adversite. Furthermore, as microblog and Wechat are more and more popular, we should use these platforms to draw attention of the public, build our only InvestGames, release messages.
2. Then, owing to the wide coverage , huge audience and low cost, radio advertising also is a good way to advertise. We plan advertise in some famous radios ,like China National Radio, Guangdong Radio and Other City Radio, like Tianjin radio, and so on
3. Next is the entertainment advertising. we can sponsor some recreational activities and performances, gain the naming rights, and popularize our products.
4, newspaper and magazine special programs. We plan to invite celebrities to write some columns , so Increase our brand visibility
5, As for tourism advertising. We intend to attend the design of ticket of some sight spots, and print the advertising on the back of the tickets.
Now, I will present the specific advertising strategy .
(1) Advertising strategies thematic series: The marketing is constantly changing, so we must keep up with the market. Thus, we should exchange the advertising theme timely. Make it plays a role of guiding consumption.
(2) Efficacy strategies series: Prove the funtion of the "rose" in different way, through multimedia advertisement and the need of colorful female life. Makes consumers easy to understand and remember our product, then achieve the purpose of guiding consumption.
(3) Product strategies series: make business promotion according to the funtion of "rose" series of cosmetics, such as the effect of cleansing lotion, anti-wrinkle cream, day cream and other different varieties in different regions. The strategy focuses on the funtion of "rose", such as variety, powerful, etc. thus make consumers feel attractive.
Thus, we aim at the developed areas ,we analyze the regional development of Chain, think we should advertise at those areas.
1. Pearl River Delta and other cities.
2. Municipalities, Changsha, Wuhan, Chengdu, Kunming, Suzhou, Hangzhou, Shanghai, Tianjin and Beijing.
3. Relatively concentrated city of ethnic minorities.
A：Well done. But, can we add some outdoor Advertising, like billboard advertising, outdoor electronic screen, hotels, shopping malls, light box? Your should consider, spare no effort to expand our famous degree.