品牌重塑項(xiàng)目計(jì)劃書(編輯修改稿)
2025-08-16 12:33 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 whole market.4. ThreatsThreats are external factors which are harmful to the implement of our plan. It is felt that there are some threats for us to reshape the “Venus” shampoo brand. These can be illustrated in the following factors:252。 The retailers do not support the Venus brand as before. Compared with the past, many merchants have lowered the Venus” shampoo’s share of shelf space.252。 The barriers of market entrance have reduced. As a result, many new products have emerged, and they all trying to grab market share.5. Product StrategyFirst of all, let us analyze and position the products of “Venus” Shampoo Company according to the BCG matrix. It is clear that the Venus Shampoo Company’s existing product belongs to the cashcow business. Its growth prospect is limited, but high market share makes it the pany’s main source of cash ine in short term. Therefore, such a business should not be given up. The new product that the “Venus” Shampoo Company is developing maybe belongs to the star business. However, through market research, we bee aware of that the green product is the symbol of highquality in today39。s market. As a result, we believe that, based on current consumption trends, the “Venus” Shampoo Company should develop a kind of green product immediately, and develop it into a kind of star business. Based on the above analysis, we have formulated the following product strategy.252。 Define the existing product of the “Venus Shampoo Company as Classic Serial, so as to prevent the loss of loyal customers.252。 Bring the new kind of product which the R amp。 D team is developing now into the market as soon as possible, and define it as “Fashion Serial”.252。 Immediately start to develop a kind of green product, and define it as Green Serial.6. Advertising planIn the process of reshaping the brand, advertising plays an important role. We believe that the Venus Shampoo Company needs to implement a nationwide advertising campaign so that more and more consumers will be aware of such a shampoo brand and its products. Based on the above analysis, we have formulated the following advertising plan.252。 Choose some of the mass media as advertising media, . television advertising, the magazine of life (especially popular female magazine), Fashion TV programs, outdoor billboards, bus body advertisement and so on. 252。 Convene a number of news media so as to hold a press conference of new products.7. Sales StrategyThrough market research, we know that, the marketing channels of Venus shampoo have always been the supermarkets and retail stores. However, in today39。s shampoo market, consumer buying patterns are
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