JX公司A品牌超長衛(wèi)生巾廣州市場2014年促銷計劃
發(fā)布時間：2018-12-08 11:37
【摘要】：隨著國內(nèi)女性個人護(hù)理衛(wèi)生用品市場競爭的日益激烈與集中，同時女性對特殊日子晚上的保護(hù)要求及心理安慰的需要越來越高，大于等于380mm超長夜用系列衛(wèi)生巾的市場需求越來越大，全渠道銷量每年以雙位數(shù)增長，并成為各競爭品牌的重要爭奪細(xì)分市場，也是市場份額的重要爭奪環(huán)節(jié)。 現(xiàn)時市場份額排名前四位的女性個人護(hù)理衛(wèi)生用品品牌占近60%的市場份額，前五位品牌占近70%，，其中主要以國際知名品牌（W品牌/S品牌）為主，國有民族品牌僅有AN集團(tuán)旗下的Q品牌和JX公司旗下的A品牌。如何在此激烈競爭的市場中鞏固并逐步擴(kuò)大自己的市場份額，是各競爭者的目標(biāo)及挑戰(zhàn)。 作為經(jīng)歷市場15年磨練的民營企業(yè)品牌A品牌，一直致力于個人護(hù)理用品的研發(fā)、生產(chǎn)和銷售，現(xiàn)時市場占有率排名第四。為爭奪超長夜用衛(wèi)生巾的細(xì)分市場，結(jié)合市場需求于2014年推出超長420MM衛(wèi)生巾。如何在激烈競爭中贏得市場份額和地位，超長夜用衛(wèi)生巾的促銷計劃將是關(guān)鍵因素。 本計劃書就贏得市場份額的關(guān)鍵產(chǎn)品——A品牌超長夜用衛(wèi)生巾制定適合廣州市場的2014年的產(chǎn)品促銷計劃，通過一系列的促銷方式對未來一年廣州地區(qū)的營銷工作進(jìn)行指導(dǎo)，以達(dá)到提升產(chǎn)品銷量，以及知名度和美譽(yù)度，從而進(jìn)一步提升整體品牌的市場占有率。 計劃書首先從JX公司的發(fā)展歷史及未來發(fā)展目標(biāo)進(jìn)行闡述，并對廣州市場的歷史銷售數(shù)據(jù)進(jìn)行深入分析與研究，然后運(yùn)用宏觀環(huán)境分析法從經(jīng)濟(jì)、人口、消費(fèi)者需求等角度進(jìn)行分析，運(yùn)用SWOT分析法從內(nèi)外部的優(yōu)勢、劣勢、機(jī)會、威脅等角度對產(chǎn)品的營銷態(tài)勢及環(huán)境進(jìn)行分析，為2014年A品牌超長夜用衛(wèi)生巾產(chǎn)品在廣州市場制定營銷目標(biāo)及營銷計劃的選擇提供決策依據(jù)。 最后具體從人員推銷、銷售促進(jìn)、業(yè)務(wù)廣告、公共關(guān)系四方面制定A品牌超長夜用衛(wèi)生巾廣州市場2014的促銷計劃。并簡要分析風(fēng)險所在，為促銷計劃提供一定的風(fēng)險控制，幫助廣州市場更好的完成2014年該產(chǎn)品的市場營銷工作。
[Abstract]:With the increasingly fierce and concentrated competition in the domestic market for women's personal care products, women's need for protection and psychological comfort in the evening of special days is becoming higher and higher. The market demand of the super long night sanitary napkins greater than or equal to that of 380mm is increasing. The sales volume of the whole channel increases by double digits every year and becomes an important competition for the subdivision market of each competitive brand and also an important link for the market share. At present, the top four female brands of personal care and hygiene products account for nearly 60% of the market share, and the top five brands account for nearly 70%, among which the main ones are international well-known brands (W brand / S brand). State-owned national brands only AN Group's Q brand and JX's A brand. How to consolidate and expand their market share in this competitive market is the goal and challenge of each competitor. As a private enterprise brand A which has been honed for 15 years, it has been committed to personal care products research and development, production and sales, the current market share ranked fourth. In order to compete for the market segment of super long night sanitary napkins, the super long 420MM sanitary napkins will be introduced in 2014 in combination with market demand. How to win the market share and position in the fierce competition, the promotion plan of the super long night sanitary napkin will be the key factor. This plan makes the 2014 product promotion plan suitable for Guangzhou market with brand A brand super long night sanitary napkin, which is the key product to win market share, and guides the marketing work in Guangzhou area in the coming year through a series of promotion methods. To achieve increased product sales, as well as visibility and reputation, and further enhance the overall brand market share. The plan is first expounded from the history and future development goals of JX Company, and the historical sales data of Guangzhou market are analyzed and studied in depth, and then macro-environment analysis is used to analyze the economy and population. Consumer demand and other aspects of the analysis, using SWOT analysis from the internal and external strengths, weaknesses, opportunities, threats and other aspects of the product marketing situation and environment analysis, It provides a basis for making marketing target and choosing marketing plan for 2014 brand A super long night sanitary napkin products in Guangzhou market. Finally, the promotion plan of brand A super long night sanitary napkins Guangzhou market 2014 is formulated from the aspects of personnel promotion, sales promotion, business advertisement and public relations. It also briefly analyzes the risk, provides certain risk control for the promotion plan, and helps the Guangzhou market to complete the marketing work of the product in 2014.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.8
本文編號：2368281
[Abstract]:With the increasingly fierce and concentrated competition in the domestic market for women's personal care products, women's need for protection and psychological comfort in the evening of special days is becoming higher and higher. The market demand of the super long night sanitary napkins greater than or equal to that of 380mm is increasing. The sales volume of the whole channel increases by double digits every year and becomes an important competition for the subdivision market of each competitive brand and also an important link for the market share. At present, the top four female brands of personal care and hygiene products account for nearly 60% of the market share, and the top five brands account for nearly 70%, among which the main ones are international well-known brands (W brand / S brand). State-owned national brands only AN Group's Q brand and JX's A brand. How to consolidate and expand their market share in this competitive market is the goal and challenge of each competitor. As a private enterprise brand A which has been honed for 15 years, it has been committed to personal care products research and development, production and sales, the current market share ranked fourth. In order to compete for the market segment of super long night sanitary napkins, the super long 420MM sanitary napkins will be introduced in 2014 in combination with market demand. How to win the market share and position in the fierce competition, the promotion plan of the super long night sanitary napkin will be the key factor. This plan makes the 2014 product promotion plan suitable for Guangzhou market with brand A brand super long night sanitary napkin, which is the key product to win market share, and guides the marketing work in Guangzhou area in the coming year through a series of promotion methods. To achieve increased product sales, as well as visibility and reputation, and further enhance the overall brand market share. The plan is first expounded from the history and future development goals of JX Company, and the historical sales data of Guangzhou market are analyzed and studied in depth, and then macro-environment analysis is used to analyze the economy and population. Consumer demand and other aspects of the analysis, using SWOT analysis from the internal and external strengths, weaknesses, opportunities, threats and other aspects of the product marketing situation and environment analysis, It provides a basis for making marketing target and choosing marketing plan for 2014 brand A super long night sanitary napkin products in Guangzhou market. Finally, the promotion plan of brand A super long night sanitary napkins Guangzhou market 2014 is formulated from the aspects of personnel promotion, sales promotion, business advertisement and public relations. It also briefly analyzes the risk, provides certain risk control for the promotion plan, and helps the Guangzhou market to complete the marketing work of the product in 2014.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.8
【參考文獻(xiàn)】
相關(guān)期刊論文 前2條
1 陳濤;張俊鋒;;新產(chǎn)品市場擴(kuò)散中終端因素的研究[J];市場營銷導(dǎo)刊;2005年01期
2 李鳳珍;;快速消費(fèi)品促銷方式的探析[J];時代金融;2012年33期
本文編號：2368281
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