JX公司A品牌超长卫生巾广州市场2014年促销计划
发布时间：2018-12-08 11:37
【摘要】：随着国内女性个人护理卫生用品市场竞争的日益激烈与集中，同时女性对特殊日子晚上的保护要求及心理安慰的需要越来越高，大于等于380mm超长夜用系列卫生巾的市场需求越来越大，全渠道销量每年以双位数增长，并成为各竞争品牌的重要争夺细分市场，也是市场份额的重要争夺环节。 现时市场份额排名前四位的女性个人护理卫生用品品牌占近60%的市场份额，前五位品牌占近70%，，其中主要以国际知名品牌（W品牌/S品牌）为主，国有民族品牌仅有AN集团旗下的Q品牌和JX公司旗下的A品牌。如何在此激烈竞争的市场中巩固并逐步扩大自己的市场份额，是各竞争者的目标及挑战。 作为经历市场15年磨练的民营企业品牌A品牌，一直致力于个人护理用品的研发、生产和销售，现时市场占有率排名第四。为争夺超长夜用卫生巾的细分市场，结合市场需求于2014年推出超长420MM卫生巾。如何在激烈竞争中赢得市场份额和地位，超长夜用卫生巾的促销计划将是关键因素。 本计划书就赢得市场份额的关键产品——A品牌超长夜用卫生巾制定适合广州市场的2014年的产品促销计划，通过一系列的促销方式对未来一年广州地区的营销工作进行指导，以达到提升产品销量，以及知名度和美誉度，从而进一步提升整体品牌的市场占有率。 计划书首先从JX公司的发展历史及未来发展目标进行阐述，并对广州市场的历史销售数据进行深入分析与研究，然后运用宏观环境分析法从经济、人口、消费者需求等角度进行分析，运用SWOT分析法从内外部的优势、劣势、机会、威胁等角度对产品的营销态势及环境进行分析，为2014年A品牌超长夜用卫生巾产品在广州市场制定营销目标及营销计划的选择提供决策依据。 最后具体从人员推销、销售促进、业务广告、公共关系四方面制定A品牌超长夜用卫生巾广州市场2014的促销计划。并简要分析风险所在，为促销计划提供一定的风险控制，帮助广州市场更好的完成2014年该产品的市场营销工作。
[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.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.8
本文编号：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.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.8
【参考文献】
相关期刊论文 前2条
1 陈涛;张俊锋;;新产品市场扩散中终端因素的研究[J];市场营销导刊;2005年01期
2 李凤珍;;快速消费品促销方式的探析[J];时代金融;2012年33期
本文编号：2368281
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