The main purpose of cosmetics marketing is to increase sales and obtain profits. The following is a sample cosmetics marketing plan, welcome to refer to it.

Cosmetics Marketing Plan Sample 1

Part One: Advertising Strategy

1. Advertising Objectives

1. With the help of the "Youth" series The extremely high brand recognition and reputation of cosmetics for the elderly continue to strengthen the brand's position in people's minds, making the brand a household name in China, and its recognition in the minds of target consumers reaches more than 90%.

2. Expand sales volume, with annual sales reaching more than 1 billion.

3. Expand market share. In 2008, the cosmetics market share increased to 40%.

2. Target market strategy

Through the analysis of the market, consumers and competitors, based on the age, education, income, regional distribution, purchasing motivation and purchasing behavior characteristics of consumers , and the brand positioning of the "Young" series of cosmetics for the elderly, we have determined the target market: a market composed of people with average family living conditions and above, filial children, and a certain life security. This group of people lives a stable life and pays attention to themselves. Image and self-health protection. Most of the children of this group have already established families, are between the ages of 50 and 65, and have settled in cities. Their children generally have relatively stable incomes.

3. Product positioning strategy

The "Young" series of cosmetics for the elderly reflect the contemporary society's concern for the elderly group, and with the arrival of an aging society, the consumption power of this group will be greatly increased. There are no cosmetics specifically targeted at the elderly in China. Therefore, the "Young" series of cosmetics for the elderly adopt a physical positioning strategy, and its product positioning is: meeting the needs of the elderly, creating what the elderly can use, caring for the elderly, and serving the society. Its product connotation is closely linked to success.

IV. Brand Image Strategy

Since the "Young" series of cosmetics for the elderly are at the forefront of such products, they best represent the social responsibility of the manufacturers of the "Young" series of cosmetics for the elderly. , product service responsibility. The product's lead in time and technology can be seen in the fact that the product is so popular with the elderly. With the arrival of the 2008 Olympic Games, the concept of social responsibility has been mentioned again and again. Therefore, I suggest that we continue to strengthen the successful connotation permeated by the brand, downplay the "efficiency of the product", and completely adopt the brand slogan of "corporate social responsibility, caring for the elderly" to achieve complete unity of the product brand.

5. Advertising Appeal strategy

Since the "Young" series of cosmetics for the elderly have been on the market for a year, their efficacy has been widely recognized. In addition, efficacy is not the selling point of this product, and rational appeals can no longer fully reflect the connotation of the product. Therefore, "product Brand advertising recommends adopting an appeal strategy that combines rational appeals and emotional appeals.

Objects of appeal: A market composed of people with average family living conditions and above, filial children, and a certain level of living security. This group of people lives a stable life and pays attention to their own image and self-health protection. Most of the children of this group have already established families, are between the ages of 50 and 65, and have settled in cities. Their children generally have relatively stable incomes.

Key points of appeal: Corporate social responsibility and the meaning of the brand.

Urgently meet the needs of the elderly, create things for the elderly, care for the elderly and serve the society. Products

Adopt a strategy of combining emotional and rational appeals in advertising, emphasizing social responsibility and product connotation, especially emphasizing that the product is a cosmetic product specifically targeted at the elderly.

6. Product Performance Strategy

1. Advertising Theme

1. The connotation of the "Youth" series of cosmetics brands for the elderly is to seek youthfulness on the basis of health. .

2 A woman has used cosmetics for decades, but she has no cosmetics to use when she gets old.

3 If you use it for 15 minutes a day, time will not mark your face.

4A letter of apology, sorry I was wrong.

2. Advertising content

TV advertising text command code 1

Theme: The connotation of the "Youth" series of cosmetics brands for the elderly is to build on health. Seeking youth.

Content: During the Chinese New Year, a group of middle-aged women were looking for products in the cosmetics counters. The screen switched to show a beautiful woman and a handsome boy, a brother and sister aged 17 or 8, looking for products in the department store counters. The picture appeared at the same time, and the voice-over said: "Why are there no products specifically for the elderly?" The salesperson shook his head and said no. Screen switching, the "Youth" series of cosmetics for the elderly are specially designed for the elderly. We pursue health, but of course we also pursue youth. Available at all major drugstore counters. The company is now stuck in the pharmacy marketing stage.

TV commercial text command code 2

Theme: A woman has used cosmetics for decades, but has no cosmetics to use when she gets old.

Content: Spokesperson appears, Zhao Yazhi’s words: After so many years in the entertainment industry, different cosmetics are needed for various occasions. Now that we are a bit older, we need products specifically targeted at our group of people. Health is a must. . Subtitle: A woman has been using cosmetics for decades, but she has no cosmetics to use when she gets old. At the bottom is the product name and the words "available in all major pharmacies".

Print Advertising Idea 1

Theme: A letter of apology, sorry I was wrong.

Content: On the occasion of half a year since the company's products entered Zhejiang Province, in order to repay the general public's concern and support, our company specially planned and organized the "True Love Back to Collapse to Help the Olympic Games" on April 2 "Activity.

Due to underestimating citizens’ enthusiasm for our company’s products, our only 40 or so order maintenance personnel were at a loss when faced with tens of thousands of citizens at the scene. Coupled with the scorching sun and steam, the scene eventually got out of control. The barriers were crowded, the security guards rushed away, more than ten people lost their shoes, the "young people" who were used for extra delivery were robbed, and there was even a tragedy in which nearly ten people were injured...

This is our most recent Heartache and something I didn’t expect. We feel heartache for those citizens who queued up from 5:30 in the morning. We feel heartache for the nearly 1,000 people who showed up at 7am in the morning. Most of the people in the team used "Young" because of the obvious effect, and they have become our loyal friends. , it turns out that they can all be happy to be young and feel the effects of youth. Although I am heartbroken, I still want to thank the many sensible citizens and the police comrades who came after hearing the news. It was you who stopped the chaos in time and put forward many advices and suggestions. I would like to express my sincere gratitude and say thank you for your hard work...

7. Advertising media strategy

This time the advertising mainly chooses a combination of TV, newspapers and magazines, and gradually increases the frequency of advertising before the peak season. The product advertising is divided into two parts, and the emotional appeal advertising is placed in Advertisements that combine rational appeals with emotional appeals are placed in newspapers to allow the audience to remember them in a short period of time, while advertisements that combine rational appeals with emotional appeals are placed on TV to facilitate the audience to remember them for a long time.

Part Two: Advertising Plan

1. Target Areas

Key cities across the country: including Beijing, Shanghai, Guangzhou, Shenzhen, and Wuhan, with Beijing and Shanghai as the focus.

2. Advertising media selection and release plan

All product brand advertisements will be placed on the second set of economic channels and the fourth set of international channels of CCTV. According to the characteristics of perceptual appeal advertising, in Television, a media that combines visual and auditory effects, will have a better effect. Advertisements do not need to introduce the product, but only require the audience to passively accept a strong sensory impact, thereby strengthening the brand image. Choosing international channels and economic channels is conducive to brand international promotion. The intensity of publicity gradually increases with the arrival of the peak season.

The advertisement was strongly launched in the four central offices one month before the peak season. "The advertisements that combine the rational appeal and emotional appeal of the product were all placed in newspapers and magazines, including "Yangcheng Evening News" and "Healthy Life News" >, , . Focus on the newspapers that the elderly like. The situation of local newspapers is different.

3. Advertising budget

Cosmetics. Marketing plan letter sample 2

1. Project objectives

1.1 Demand analysis

The personalization and liberalization of e-commerce e-merce transactions can provide enterprises with Create unlimited business opportunities, reduce costs, and at the same time better establish relationships with customers, dealers and partners. For this reason, many companies are actively expanding e-commerce, serving customers, and integrating value chains.

With the development of global information networks, inter is not only a technology in the world, but more importantly, it has become a new business model. from 4cconnection. ,munication,merce. At the co-operation level, it has completely changed the way humans work, study, live, and entertain, and has become the main driving force for national and regional economic growth. Inter is becoming the world's largest public information database. It contains countless information resources, and all the latest information can be obtained through online searches. More importantly, most of the information is free. The application of e-commerce can enable enterprises to obtain huge amounts of business information that cannot be obtained under the traditional model, and lead their opponents in the fierce market competition. The Internet offers endless business opportunities.

At present, many companies in our country go online, but they only display their online image, which is still far from the connotation of e-commerce. The Internet access of enterprises does not mean the realization of e-commerce. Only when the website brings substantial help and significant benefits to the enterprise, such as news release, online surveys, BBS, etc., and websites with online transaction functions, etc., can the development of enterprise e-commerce be direction, the core of e-commerce should be business, and electronics is a means. In the Internet era, enterprises should make full use of the Internet to gain insights into consumer needs, break through the restrictions on sales and services, expand market opportunities, practice e-commerce as soon as possible, feel the broad charm of e-commerce, and seize opportunities under their feet. , establish a business website that focuses on customer service, meets the all-round needs of consumers and partners, attracts many viewers, and enhances the radiation effect of the corporate brand.

To this end, based on the future development direction of the website and in a professional and responsible spirit, we will further strengthen the interactivity of the **Cosmetics Co., Ltd. website on the basis of the original website, improve the product display function, and recommend News release functions, after-sales service functions, corporate forums and other functions close the relationship between ** Cosmetics Co., Ltd. and its partners, dealers, customers, and viewers, optimize the corporate business model, and improve corporate operating efficiency. Using the latest technical architecture and application system platform, we assist **Cosmetics Co., Ltd.'s website in optimizing complex business operations processes. An online brand promotion platform that meets your own needs is specially customized for the website of **Cosmetics Co., Ltd.

1.2 Website goals and expectations

1. Establish a new corporate image

For a company in the cosmetics industry, the company's brand image is very important . Especially today with the rapid development of Internet technology, most customers learn about corporate products, corporate image and corporate strength through the Internet. Therefore, the image of a corporate website often determines customers' confidence in corporate products. Establishing a website with international standards can greatly enhance the overall image of the company.

2. Optimize the internal management of the enterprise

The construction of the corporate website will bring a new model to the internal management of the enterprise. The website is the platform for realizing this model. It plays a huge role in reducing the loss of internal resources of the enterprise, reducing costs, strengthening the contact and communication between employees and employees, and ultimately maximizing the operation and operation of the enterprise.

3. Enhance sales power

Sales power refers to the reflection of the comprehensive quality advantages of the product in sales. Modern marketing theory believes that sales is communication. The success of sales depends not only on whether the advantages of the product can be fully spread, but also on how much effective information the target object can obtain from it. Due to the "one-to-one" nature of the Internet, target objects can independently select information that is useful to them. This in itself has determined that consumers have a prerequisite for being interested in information. The dissemination of information is no longer subjectively given to consumers, but is selectively and actively absorbed by consumers. At the same time, through the advanced design of the website, product information not only has the advantage of a large amount of information in newspapers, but also combines the comprehensive advantages of sound, light and electricity of television, which can firmly attract the target objects. Therefore, the effectiveness of product information dissemination will be greatly improved, which will also increase the sales power of the product.

4. Increase added value

Many people know that when buying products, they not only buy the visible physical objects, but also the invisible after-sales services. This is the added value of the product. The higher the added value of a product, the more competitive it will be in the market and the more popular it will be with consumers.

Therefore, if companies want to win the market, they must do everything possible to increase the added value of their products. At this stage, traditional after-sales service methods are far from meeting the needs of customers. Providing consumers with convenient, effective, and instant 24-hour online services is a new direction that reflects the added value of the project. Customers from all over the world can download the information they need through the website at any time, get answers to their questions online, and submit their own questions online.

2 Overall structure of the website

2.1 Website column structure chart

2.2 Column description

**Cosmetics Co., Ltd. website The column structure is shown in the figure above. The column planning fully takes into account the needs of **Cosmetics Co., Ltd. to display its corporate image and expand its popularity. The content of the website is mainly based on the company's basic information, technical strength, cultural concepts, services, products, after-sales services and other information, to promote all-round and enhance the overall image of the company.

2. 21 Home page of the website

The home page of the website is the first window of the corporate website. It is the key page that determines the customer’s first impression of the corporate culture. The page layout and page style The setting plays a decisive role in the overall positioning of the website. We have a professional and energetic art design team, excellent flash vector animation technology and senior website planning engineers. Customize a unique style and overall image structure for the client's website.

2. 22 Company Introduction

This column uses a static page. Its main function is to promote the company. Through the introduction of the company’s basic situation, cultural concepts, services, and products, ** Cosmetics Co., Ltd. is familiar and trusted by more customers. In terms of page design, we use a variety of effects flexibly and strive to best convey the corporate image of **Cosmetics Co., Ltd.

2. 23 Product Information

This is an online trading system that integrates product display and online ordering functions. The successful construction of this column shows that the company has initially realized the electronic Business applications.

The company uses this module to display its products. The product introduction includes product pictures and detailed text descriptions. Website administrators can add, delete, modify, etc. product information in the management background, and can define whether the product is a new product or a recommended product for prominent display.

The front desk displays products by category, and sets a search function so that viewers can easily find the products they need to know about by searching by category.

Module Features

1 Administrators can manage product categories, and product categories are divided into first-level or second-level

2 Administrators can release and delete , Modify product information

3 The administrator can specify whether the product is displayed and whether it is a new product or a hot-selling product

4 The administrator can specify the order in which new products or hot-selling products are displayed

5 Supports fuzzy search of products by large categories, small categories, and keywords

6 Combined with the shopping cart function, customer orders are sent in the form of email

Recommended Dynamic module

Module introduction

This system is an article management system. Enterprises publish the common problems they encounter in the service process online by category, and set Question submission form, visitors can submit questions online. Administrators can manage these questions in the background, and can choose to reply individually or modify them and release them to the customer service system based on the prevalence of the question. Documents support category search function.

Module Features

a. Category Management

You can flexibly modify, add, and delete content categories such as "product ordering, warranty regulations, repair and maintenance, Technical Support, Frequently Asked Questions" for maintenance

b. Article management

Freely modify the content of articles, and administrators can freely complete the addition, modification and deletion of articles

c. Customer question management

Questions submitted by customers are not displayed on the front desk of the website. Administrators can choose to release common questions or answer questions individually for customers

d. Modification of customer questions

The administrator can modify the title and answer of the question before releasing the question submitted by the customer

e, and query the question

Customers and website administrators can sort the question by category, Keyword query questions

Four website construction progress and implementation process

4.1 Project cooperation and members

According to the work content and scope of this project, we will Establish a project working group of about 5 people to be responsible for the development of this project. The specific responsibilities are as follows:

Main members of our project

1 project manager

The project manager is responsible for project management, organization, coordination, and control of project resources , the project can be implemented according to the plan and meet the business needs specified by the project. The project manager is responsible for the quality, schedule and cost of the project. The project manager is responsible for the management of client relationships and is also the primary coordinator for the client's project manager.

And responsible for the design of the database structure and functional programs in the entire project.

1 Senior Programmer

Responsible for the development of programs and multimedia for external websites and internal service systems.

1 lhtml producer

Responsible for the template production and html construction of web pages.

l One creative design director and one art designer

Engaged in the overall project creativity, planning, visual design and interactive expression direction and design plan

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Submission, control, guide and supervise the quality of project planning and design.

Main members of the client's project

lProject manager

The project manager is responsible for project management, organization and coordination with us, signing and receiving various project documents from beginning to end Cooperate with us to advance the entire project.

4.2 Project implementation method

The effectiveness of project management is directly related to the success or failure of the entire project. In particular, it is difficult to implement new technology application projects related to inter, both at home and abroad, and requires successful project management. We are fully aware of this and are prepared. We have extensive experience in project management and have a set of practical and continuously improved implementation methods and experienced project management talents.

Our project management closely follows the principles of the Project Management Institute of the World Project Management Association, and combines the characteristics of inter project IT system development and creative design. Our method is particularly suitable for projects with a large number of system application development and creative design related Combined projects. It has been reflected and confirmed in our more and more successful projects.

The implementation method of the project is to ensure that each of our projects can be successfully completed, effectively collaborate with various professionals to participate together, manage and allocate resources in an organized and planned manner, and be able to maximize the This is the premise to ensure that our projects are completed on time and with quality. As the result of our years of accumulation and exploration, we will make an introduction here.

The five basic phases in our project implementation method are:

1 Planning Definition

As the start of the project, the purpose of the planning definition phase is to accurately Properly grasp the customer's business objectives and establish the scope, integrity and operational implementation of the project. This includes a review of the client's business strategy; identifying, documenting and prioritizing a list of requirements and proposing a draft system architecture. Based on the characteristics of the project, we will select project members, integrate the project team and arrange the project plan.

2 Analysis and Design

After obtaining the project goals, scope and high-level requirements list, we will conduct more detailed analysis on functionality, system architecture technology and visual creativity. analysis design. We record them one by one and discuss and improve them with you. If necessary, we will create a prototype or demonstration system to test our concept.

Afterwards, we will complete content development, interactive information and interface design based on this design.

3 Coding production

We started to build this system. The work of the development integration phase is to develop the results of all designs.

We will also integrate this new system with your existing system if necessary. This phase will complete a functioning system.

4 Test acceptance

Testing work includes functional testing and performance testing. The completed system is then migrated from the development environment to the release environment. Planned release of functions and data until fully open for business operations. We will record and transfer all technical and regulatory knowledge that customers must master and understand to ensure that customers understand how to operate and maintain the system. Users and we will conduct trial execution of the system within a limited scope. After a period of trial execution of the system, the system will be put into formal execution.

5 Maintenance and Management

In addition to the necessary monitoring and maintenance of the live system to ensure its normal operation, the more important task in the management and maintenance phase is to start from the system that is actually in operation. Test actual system performance; discover parts of the system that need to be improved and upgraded during operation; measure and compare the success of the system against business purposes and requirements. Collate all this information into a plan for future enhancements and upgrades to the website system.

Phases, steps and tasks

We divide the project time cycle into five phases, and use corresponding steps in different phases to achieve the goals of different phases. Tasks are included in different steps to complete the work content of that step. From shallow to deep, from general to detailed, the three elements are interconnected and interact with each other, organically forming the blueprint of the entire method. In actual operations, resources are dynamically allocated for implementation based on different tasks at different periods, and then combined with the professional knowledge of professionals, the project can be properly completed.

Project management model

Project management has a certain model, which mainly has three components:

lProject definition and organization

lProject planning

lProject tracking management

Project definition and organization

lOverall project requirements, customer background introduction and plan composition< /p>

lDefinition of project work scope

lComposition structure, roles and responsibilities of the project team

lWhat purpose and work objectives the project team will achieve in the project< /p>

l Internal collaboration and autonomous management of the project team

Project plan

l Decomposed work list

l Develop a preliminary project implementation schedule

l Make trade-offs in project implementation schedule, project scope and resources

l Risk management plan estimation and measure control

l Cost control

Project tracking management

lCollect project status information

lAnalyze project implementation schedule, project scope and resource usage

lProject progress report : Generally once a week

lProject document records: meeting logs, records, various memos

lProject quality and customer satisfaction tracking

lProject completion Final summary

With our sincere service, excellent technical capabilities, and scientific project management methods, we will surely be able to build the website of **Cosmetics Co., Ltd. to satisfy customers!

4.3 Project implementation communication

During the formal implementation of the project, we have a special project implementation communication platform. Designers use this platform to display design drafts, and customers use this platform to review design drafts and provide relevant opinions. , the system automatically records every communication log.

Five-cost budget

Cosmetics Marketing Plan Sample 3

Purpose of the activity:

With the help of China’s traditional festival "Mid-Autumn Festival" and The second long holiday "National Day" attracted the popularity of Tongren Yuyan Health Hall, created a second sales peak, enhanced the brand image of Tongren Yuyan Health Hall, and targeted the cold market after the long holiday to slow down the sales decline trend.

Activity theme: Celebrating the Mid-Autumn Festival and welcoming the National Day, giving big gifts

Activity content:

1. Moon biting contest

Participants: limited 64 people

Contest time: September 13th and 14th

Registration method: As long as you shop over 50 yuan, you can register on the spot with your shopping receipt.

Operation details:

*** Divide into 8 groups, with 8 people in each group participating in the preliminary round. On average, each person has a mooncake of the same size. Who can eat it within one minute of the specified time? The fastest and no violation will be the winner. During the competition, the staff will time the clock. No mooncakes will be thrown on the ground. Violators will be deemed invalid. The first place in each group will be selected to participate in the finals. The first, second, third place prizes and participation awards will be selected.

Prize setting:

Two first prize winners each will receive a set worth 248 yuan.

Three second prize winners will each receive a hydrosol worth 68 yuan. Bottle

5 third prizes each will be awarded a facial cleanser worth 28 yuan

54 participation prizes. All participants will receive a discount card worth 10 yuan.

2. Get a 30 yuan coupon when you spend more than 100 yuan, buy more and get more!

The 30 yuan coupon can only be used when you spend more than 100 yuan.

Event promotion

1. In-store posters: event content

2. Banners: Tongren Yuyan Health Hall celebrates the Mid-Autumn Festival and welcomes the National Day with gifts

4. Words flying on TV: Tongren Yuyan Health Hall celebrates the Mid-Autumn Festival and welcomes the National Day, a moon-biting contest gives away big gifts, buy 100 and get 30 free

5. Small banners will be posted in various communities and crowded places, with the content as above.

Scene layout

1. Outside the store:

Couplets at the door: Thousands of families reunite to welcome the Mid-Autumn Festival, and the world celebrates the National Day with joy. Horizontal couplets: Celebrate the festival;

2. Store layout

Placement of herbal tea: Assemble a gift box, the most conspicuous place in the herbal tea cabinet.

Creativity: Small activity - couplets

The title is: 18 kinds of herbal teas to drink for health

As long as the couplets you answer are neat and the content is relatively good , if the meanings of the upper and lower lines are related, you can get a small gift. Can be used as a 10 yuan discount card

Umbilical therapy powder and medicated bath placement: An obvious notice board is placed next to each product with indications written on it.

Placement of cosmetics: beautiful and novel

Event notes:

1. Pre-event training for personnel: including reception etiquette and activity content

2. Personnel have a clear division of labor and each has his or her own responsibilities.

3. Prepare a detailed activity registration form and establish customer files.

Shipping plan

1. This activity requires a payment of 2,000 yuan, and the goods will be shipped at a normal discount. In addition, there are free event prizes: 4 boxes, 6 bottles of hydrosol, and 10 facial cleansers.

2. 100 delivery discount cards

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