飘柔市场营销中英文分析10300字.docx

    飘柔市场营销中英文分析10300字    RejoiceIntroduction:In October 1989, as a brand of procter &gamble's, float soft into China. For 16 years, float soft has been the leading brand of Chinese shampoo market, become a part of the Chinese woman's life. "The most beautiful, silky hair" rejoice in the article is different from western consumers, in the mind of the Chinese women, beautiful hair standard always will be a little deleterious, smooth and easy to comb. Trends come and go, but this has never changed. That's also rejoice for 16 years, has been committed to bring Chinese women. Challenge the soft limit, constantly bring people up very smooth experience, that is to rejoice. Calm in the face of pressure, be confident and polished look, will be the best to show yourself in front of the world, this is the women to rejoice..( 19xx年10月，作为宝洁旗下的品牌，飘柔进入中国。

十六年来，飘柔一直是中国洗发水市场的领导品牌，成为中国女性生活的一部分柔顺的秀发最美丽” 飘柔之定位篇与西方消费者不同，在中国女性的心目中，美丽秀发的标准永远都是柔柔亮亮，顺滑易梳潮流来来去去，惟独这点从未改变这也正是飘柔十六年来一直致力带给中国女性的 挑战柔顺极限，不断带给人们升极的柔顺体验，这就是飘柔 从容面对压力，保持自信优雅的形象，将最美好的自我展示在世界面前，这就是飘柔女性)Strategic focus and plan:1、mission:We are aim at satisfying the consumers’need of functional diversity of the shampoo and taking care of the public life.2、goals:⑴nonfinancial goals:①retain its present image as high quality but cheap products In the shampoo categories in which it competes. ②add a new product every 2 or three years.③further promote its popularity and penetrance.(渗透率） ⑵financial goals: retain 15% share of the shampoo market in the future.3、core competency and sustainable competitive advantage:Low price along with high quality,wide popularity and awareness.Situation analysis:1、SWOT analysis: Strength⑴The price and quality of the product is consistent.产品价格与质量比较吻合，基本做到优质优价。

⑵It has entered the Chinese market for a long time and has a larger market awareness and penetration.进入中国市场的时间较长，具有较大的市场认识度与渗透率⑶It has a variety of products , strong brand research and development capabilities and dandruff, smooth, treatment and other species, so the customers have many choices.产品种类多，品牌研发能力强，有去屑、柔顺、焗油等种类，顾客选择多样性 ⑷Rejoice’s advertising campaign is powerful, and its advertising slogan: rejoice that self-confidence; This launch, static, beauty on each side; Launch, cardiac, float soft are deeply rooted in the hearts of the people, such as advertising form diversification, bold novel, targeted, is deeply rooted in the hearts of the people.飘柔的广告攻势是强大的，其广告词：飘柔就是这样自信；秀发动、静，每一面都美；发动，心动，飘柔等均深入人心，广告形式多样化，大胆新颖，具有针对性，深入人心。

⑸It has occupied a larger market share.占据着较大的市场份额⑹It has brand advantage.具有品牌优势⑺The target group is clear and it has high brand loyalty.目标群体明确，品牌忠诚度高 Weakness⑴It puts little attention to dandruff, itching.在去屑，止痒等功能方面有所缺失⑵In view of the object have limitations. Rejoice always emphasis the female consumers of hair, and to a certain extent, ignores the maleconsumers.针对对象有局限性飘柔一直主打的是女性消费者的秀发柔顺，而在一定程度上忽略了男性消费者⑶It’s propaganda media is too single. Rejoice is very successful in TV advertising , but ignores the other media publicity.宣传媒体过于单一。

飘柔在电视广告方面很成功，但忽略了其他媒介的宣传 ⑷Low price lower the level.低价格拉低档次⑸Rejoice shampoo viscosity will be easy to stay, so the hair is difficult to wash.飘柔洗发露的粘稠度会易残留，不容易洗净头发 Opportunities⑴Growing trend of popular fashion beauty, rejoice as a kind of hair products, under this trend, there are a lot of room to grow.大众追求时尚美的趋势日渐增长，飘柔作为一种美发产品，在这种潮流下，有很大的发展空间⑵Procter & gamble company support the development of the rejoice, use a variety of marketing tools and advertise aggressively.宝洁公司的支持，对其采用多种营销手段，努力进行广告宣传 Threats⑴SLEK of C-Bons group occupy a certain market through effective marketing means.丝宝集团的舒蕾通过有效的营销手段，占据了一定市场。

⑵Chinese local brand achieve development, such as bullies, zhuifeng. 中国本土品牌的发展，如霸王，追风⑶Procter & gamble's rival, unilever's extrusion.宝洁公司的强劲对手，联合利华的挤压⑷In recent years,Haodi and Lafang,which are active in the the shampoo market form siege.近几年，在洗发水市场异常活跃的好迪，拉芳对其形成围攻之势2、industry analysis:⑴China is the country of the world's highest production and sales of shampoo.⑵Currently, China has more than 2,000 manufacturers of shampoo, the shampoo brand in the domestic market is nearly 4000, the total consumer market is about 200 million people.⑶In the long run, shampoo market prospects are still considerable. The localization of international brands and growing mutual international contest between national brands, the competition will be a long process, which is a long-term trend.⑷Greatly enriched products, product segmentation become more obvious. ⑸The main trend of shampoo is of high quality, become functional and pay attention to natural ingredients .Special Envoy of the functions and auxiliary functions will continue to refine.⑹The appearance of shampoo its styling will continue to change.3、competitors analysis:⑴Head & Shoulders advocates dandruff , Sassoon insist on fashion, Lux emphasizes star effect, and Pantene’s vit。