品牌重塑项目计划书(英文毕业论文)[1]

1、Proposal for reshaping the shampoo brand “Venus”ContentsExecutive Summary1Introduction1Findings and Analysis21.Strengths22. Weaknesses23.Opportunities24.Threats35. Product Strategy36. Advertising plan37. Sales Strategy48. Cost Breakdown (Unit of Measurement: RMB yuan)49. Benefits510. Risks and Management Plans5Conclusion6编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页 共1页Executive SummaryDue to the reputation of the product has declined，the market share of brand “Venus” is continuing to decline. As a resul

2、t, Venus Shampoo Company is facing a serious crisis. The company has a choice of two marketing programsprice cuts or reshape the brand. After the analysis of the market situation and the SWOT analysis of “Venus” Shampoo Company, we decide to adopt the marketing plan of reshaping the brand.“Venus” Shampoo Company will implement the plan through a series of ads and product update strategy so as to reshape the brand. The marketing plan will cost 2,000,000 yuan. Through the implementation of this pl

3、an, Venus will once again become one of the most well-known shampoo brands. Besides, the sales volume of “Venus” shampoo is expected to rise by 25%, and the companys profit will rise by 15%.Introduction The brand of Venus is born in 1990, which aimed at those female consumers aged between 15 and 30-year-old. It gave people the impression of fashion, romantic. Shortly after the company was founded, it experienced a rapid expansion of market share. As a result, Venus”, which was a strong regional

4、brand of Guangdong Province at first, became into one of the nationwide major brands. It had a market share of 4% soon. And more than a decade, Venus kept on maintained the 4% Market share. Over the years, the basis product of Venus and the packaging have made several changes, but the appearance of the product have never been changed. Furthermore, the advertisement of “Venus”Venus: a romantic product comes from Europe also has never been changed. In 2006, the market share of “Venus started to de

5、cline slowly. Until 2008, two years after the decline happened, the “Venus” Shampoo Company began to pay attention to this problem seriously. It is clear that Venus Shampoo Company is facing the problem of brand aging. Due to internal and external reasons, the brand meets a series of problem in market competition such as the decline in reputation, sales, as well as market share, is called brand aging. Brand aging causes enormous harm to brand owner, making the brand owners lost part of its regul

6、ar customers. And this trend, once formed, it would be difficult to reverse, as if it enters a situation as grave”, said David Aaker, which is characterized as: everyone knows this brand, namely it is a famous brand, but people do not remember it when make purchase decision. The best solution to such a problem is to reshape the brand. Through a series of advertising and product update, we can reshape the Venus as a high-end, fashion, tasteful shampoo brand.Findings and Analysis1. Strengths We th

7、ink that the strengths are crucial in reshaping the brand. Therefore we should take advantages of the existing strengths thoroughly so as to save the brand and rescue the “Venus” Shampoo Company. These strengths can be illustrated in such factors as: The products of this brand are sold all over the country, and it is still a nationwide brand which has a market share of nearly 4%. The brand has a mysterious and romantic European style, which gives people the impression of fashion, romantic and ta

8、steful. The brand has a long history; as a result, it has a great number of loyal customers. The company has stable channels of advertising and an experienced advertising team. The company has an experienced R & D team. Furthermore, it is developing a kind of new shampoo now.2. WeaknessesHowever, we think that the weaknesses are vital too in reshaping the brand. Therefore we should make a clear understanding of the existing weaknesses so as to make up for these deficiencies. These weaknesses can

9、 be illustrated in such factors as: The kinds of products which the “Venus” Shampoo Company provide for consumers are very few. The brand image of “Venus” is outdated, and its attractiveness has gone down. Due to the poor internal communication of the “Venus” Shampoo Company , it is exceedingly difficult to reach consensus between different departments. The company has only one sales model, which can not suit to the changes in consumer buying patterns. The companys staffs are lack of awareness of the trend of consumption and are not sensitive to changes in the market.3. OpportunitiesOpportunities are external factors which are beneficial to the implement of our plan. It is felt that there are good opportunities for us to reshape the “Venus” shampoo brand. These can b

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