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屈臣氏化妝品品牌營銷策劃案分析報告PPT.ppt

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屈臣氏化妝品品牌營銷策劃案分析報告PPT.ppt

1、Marketing Strategy Analysis of Watsons MadeMade ByBy：BEYONDBEYONDGroup Member:Group Member:方銳方銳方銳方銳黃婉春黃婉春黃婉春黃婉春云朝克云朝克云朝克云朝克郭靜郭靜郭靜郭靜李婧李婧李婧李婧 1-本資料來自 -WatsonsBackground and ConceptionMarket PositioningMarketing PlanningCompetitor Analysis Store Analysis2-本資料來自 -Background Predecessor:1828-Guangdon

2、g pharmacy 1841-A.SWatsons&company Founder:A.SWatsons Current Situation:In 1981 Li Kashing Hutchison Whampoa Co.和記黃埔有限公司 The third largest health and beauty products retail group.3-本資料來自 -Business Scope:Health care product,Beauty products,Perfume,Cosmetics,Food,Drinks,Electronic products,Foreign win

3、e Airport retail business4-本資料來自 -In AsiaWatson super market,TASTE food shopping plaza,Great food shopping plaza,Gourmet food shopping plaza,FengZe fashion,Watson of the wine cellar5-本資料來自 -6-本資料來自 -ConceptionWatson personal care shop:DiscoveryConception:Health，Good，F(xiàn)un(健康，美態(tài)，快樂)Mission(使命）使命）:For t

4、he journey of customers in health,beauty and joy,bring them a different experience and make each customer always delight at ease,an outstanding appearance,the physical and mental health and enjoy a great life.7-本資料來自 -Market Positioning Enterprise Positioning Competition Positioning Product Position

5、ing Customer Positioning8-本資料來自 -管理資源網(wǎng)管理資源網(wǎng)管理資源網(wǎng)管理資源網(wǎng)管理資源網(wǎng)管理資源網(wǎng)本資料來自管理資源網(wǎng)本資料來自管理資源網(wǎng)本資料來自管理資源網(wǎng)本資料來自管理資源網(wǎng)本資料來自管理資源網(wǎng)本資料來自管理資源網(wǎng)9-本資料來自 -本資料來自本資料來自本資料來自本資料來自本資料來自本資料來自本資料來自本資料來自 10-本資料來自 -Enterprise Positioning High quality products,elegant shopping environment and considerate services.Good

6、and positive conceptions of life.Combine the inner and outer beauty together.Health,Good,Fun.(健康，美態(tài)，快樂）11-本資料來自 -Competition PositioningPersonal Care12-本資料來自 -Product PositioningDaily Care13-本資料來自 -Customer Positioning Fashionable young women aged in 18-36 Income:2500-3000RMB Strong consumption desi

7、re Impulsion14-本資料來自 -Marketing Planning15-本資料來自 -Product Strategy Price StrategyMarketing StrategySocial Marketing16-本資料來自 -Product strategy Wide range of products Health Beauty and personal care products Unique fun dolls and candy boutique17-本資料來自 -屈臣氏的產(chǎn)品結(jié)構(gòu)屈臣氏的產(chǎn)品結(jié)構(gòu)18-本資料來自 -Price strategy Middle o

8、r high price.The price of Watsonss products isnt low.Middle or high price make people think that the products are high quality and healthy.19-本資料來自 -Marketing strategyProfessional guidanceCharacteristics of services20-本資料來自 -Social Marketing2002“粉紅革命”“Pink Revolution”80%of the growth establish a goo

9、d social image.2003“春蕾計劃”Spring Bud Program 21-本資料來自 -CompetitorsCOSMED(康是美)Wannings（萬寧）Sasa（莎莎）22-本資料來自 -COSMED康是美Watsons 屈臣氏23-本資料來自 -AdvantagesIts Its main products are International first-line make-up.Its prices are lower Its prices are lower than other malls in than other malls in the same kind

10、 of the same kind of product.product.香港莎莎集團(tuán)（Sasa）A hundred of famous A hundred of famous make-up brandsmake-up brandsThe one-stop service The one-stop service strategystrategyBeauty Beauty servicesservices24-本資料來自 -Two-pronged route combing Shopping Mall and Community shopsMilk powder and health foo

11、dare its flagship productsare its flagship productsThe largest chain specialty store for health and beauty products in Hong KongHong KongTit for tat25-本資料來自 -藥品40%化妝品35%居家用品25%COSMED化妝品70%藥品20%食品10%Wannings藥品15%化妝品52%飾品15%糖果18%Watsons26-本資料來自 -WATSONS VS.WANNINGSStrengths of Watsons history-establis

12、hmentcapital-shareholder 李嘉誠store-thousands of in Asia and Europe cost-procuring in bulkCustomer positioningScientific management modeltangibleintangible27-本資料來自 -SCIENTIFIC MANAGEMENT MODEL A.Discovery Store Layout:a)diverse promotion activitiesb)necessityc)you decide to buy it and will you come h

13、ere againB.Its goods shelf height is 1.40m which is convenient for customers to chose merchandize28-本資料來自 -SCIENTIFIC MANAGEMENT MODELC.cashier deska)cashier will recommend promotion to consumers,b)some products,like candy,gum are placed near the desk,c)the height of the desk is 1.20m,which will let

14、 customer feel cozy when they make a payment.D.Product structure:29-本資料來自 -SCIENTIFIC MANAGEMENT MODELE.Theme:red stand for beauty blue stand for health yellow stand for funF.Creative promotion strategies:theme promotion activities.G.Uniform:unified 30-本資料來自 -WEAKNESS OF WANNINGSThe product line is

15、much narrower,mainly engaged in health and beauty productsInsufficient distribution networkStore positionImitationThe absent consciousness of PB(private brand)31-本資料來自 -PBPRIVATE BRANDS(自有品牌)What is PB?Being purchased by a company and retailed under that purchasing companys brand name32-本資料來自 -Store

16、 Analysis33-本資料來自 -Watsons has a capture rate of 15%on average Influence of the brand&the shop layout34-本資料來自 -The Shop Layout35-本資料來自 -The Want Area It is the place near the entrance,where displays the commodities that are most desirable to attract customers into the store.36-本資料來自 -Impulse And Pro

17、motion Areasales promotion activities such as:SALE anniversary buy one get another one for 1 Yuan and get one more The aim is to stimulate consumers buying motivation!the shop layout37-本資料來自 -The Necessities AreaDaily personal care products including cosmetics Such as:ShampooFacial cleanser(high buy

18、ing tare)38-本資料來自 -The Service AreaThe cashier desk(in the middle of the store)Promotional productsBest sellersSmall products39-本資料來自 -In addition,Watson also uses colors to segment shops,telling customers the location of products.40-本資料來自 -Drugs and Health Care productsHealth Health Cosmetics and Personal Care Products Beauty Beauty Dolls and Candies JoyJoy 41-本資料來自 -Thank You!謝謝觀賞！謝謝觀賞！42-本資料來自 -

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