Demonstration of advertising slogans for shower gel

Chapter 1: Advertising planning for Dove shampoo

Advertising planning for Dove shampoo

1. Planning purpose

To build brand reputation, gain higher visibility, win the trust and love of more consumers, and seize a broader market.

2. Market survey and analysis

(1) Market environment analysis

Hair care products are the largest market in the cosmetics industry and even the daily chemical industry. Competition is the most difficult, and it is also the most attractive product category market in the daily chemical industry. Currently, there are more than 2,000 shampoo manufacturers in China, and there are more than 4,000 shampoo brands in the domestic market, although China's shampoo market is relatively mature. However, with the development of the economy, the market for shampoo products still has a large potential market capacity. Therefore, seizing the market and building a brand is very conducive to the long-term development of the company.

(2) Product Analysis

1. Product Introduction

In 2000, Dove shampoo was launched on the market and became an important member of the Dove family. at Unilever. In 2008, Duofen teamed up with Hunan Satellite TV's "Ugly Girl" and gradually became known to the Chinese people.

2. Product efficacy

Nourishing and moisturizing, daily damage care, soft and smooth, deep damage care, dyeing and perming damage care.

3. Product positioning

The main consumer group is xx - 50-year-old women.

(3) Main Competitor Analysis

1. Main Competitors

In today’s hair care market, P&G’s hair care products firmly occupy the leading position In the leading position, Sibao, Lafang, Haodi, Dihuazhixiu, etc. also occupy important markets.

2. Competitor product analysis

Head and Shoulders’ anti-dandruff series dominates the high-end market; Lafang’s Yujie anti-dandruff series is the most dazzling brand in Lafang; Sibao Group Fengying professional anti-dandruff brand; Rejoice and Smooth series; Pantene moisturizing series; and Qingyang related anti-dandruff products. Each of these shampoo brands active in the market has its own market.

(4) Consumer Research

1. Consumer Market Analysis

China’s shampoo market has a huge capacity. According to statistics, at least 15-50 years old nationwide 320 million girls are potential consumers of hair products. Compared with developed countries, my country's per capita consumption of shampoo and hair care products is lower, with per capita annual consumption of nearly 20 yuan, and there are still great development prospects in the future. At present, Dove's awareness in China is not high, so expanding brand awareness is a top priority for Dove's development in China.

2. Consumer behavior characteristics

(1) Consumer purchasing behavior characteristics.

Shampoo has a long life cycle, so most consumers will choose to buy it in supermarkets. For different consumer groups, there should be different product packaging and capacities. Students generally choose small bottles, while housewives tend to buy family sizes.

(2) The main influencing factors that affect consumers’ purchasing behavior. The main factors are price and the perceived status of the product.

3. Advertising strategy and advertising focus

(1) Advertising strategy

1. The goal of advertising

Stabilize existing consumers , attract and develop potential consumers, increase consumer interest in purchasing, stimulate purchasing desire, and extend the maturity period of the product. Strive to use a series of publicity activities to increase Dove's visibility in the shampoo market by 30% within 3 months; further establish Dove's brand image so that working-class women aged 20-40 will be familiar with and familiar with Dove Be willing to buy; make the public feel friendly and favorable toward Dove products, and make the majority of working-class consumers identify with and prefer Dove products psychologically and emotionally.

2. Advertising areas

After nationwide TV advertising, go deep into each region, from top to bottom, to carry out brand promotion and promotional activities.

3. Advertising implementation stage

December 20, 20xx - January 31, 20xx

4. Target market segmentation

Based on hair quality differences, hair is divided into three types: neutral, oily, and dry, and corresponding shampoo products are launched; buyers are segmented into family buyers, individual consumers, and brand-focused consumers; based on Consumers pursue different benefits, including cleaning and removing dandruff, nourishing hair, and imparting fragrance, etc.

(2) Advertising focus

The focus of advertising should reflect the most important and attractive features of the product. Dove's advertising focuses on linking the characteristics of Dove products with consumers' emotional needs, guiding them through consumers' original ideologies, and focusing on the integration of promotional products and consumers in their lives.

IV. Advertising target and advertising requirements

(1) Advertising target

xx——50-year-old woman

(2) Advertising request

Repair, nourish, wonderful natural floral fragrance

V. Specific content of the advertisement

(1) Advertising theme

Deep repair , giving you beauty and fragrance

(2) Advertisement title

Strong and shiny, accompanied by the fragrance of flowers, dancing lightly

(3) Creativity

In the sea of ??flowers, the wind blows the petals, fluttering and merging into a richly fragrant shampoo, which moisturizes the spokesperson’s hair and attracts butterflies to stop.

(4) Advertising words

The sky is full of flowers, the dancing and rotating flowers make the hair shine, the natural floral fragrance, the traction of the fragrance, make the butterflies stop, Dove The floral fragrance series gives you natural fragrance and natural beauty.

(5) Media selection and planning

Mainly use TV advertising, while also using large-scale outdoor advertising, setting up display boards in different areas, using magazines for advertising, and printing and distributing product posters. to various selling points and so on. When choosing advertising spokespersons, choose celebrities who are popular with consumers from all walks of life to capture the hearts of target consumers.

6. Advertising Effect Forecast

After a series of advertising activities, it is expected that by 20xx, the popularity of Dove Shampoo will be increased to 70; the favorability and trust will be increased to 80; the market share increases to 20, and the product coverage can reach more than 75.

Advertising Part 2: Ziya Shower Gel Advertising Copy

1. Project Product Analysis

With the progress of the times and the improvement of people’s living standards, shower gel It is no longer simply about cleaning the skin, but also pays more attention to the cool, refreshing, moist and smooth feeling brought by bathing, which has become the higher enjoyment that people pursue for bathing in recent years. This time we launch skin care products, focusing on our brand Ziya Shower Gel, giving you more different feelings. Ziya combines traditional Chinese skin care classics with modern bathing technology, and successfully forms a unique formula of Ziya shower gel from jasmine and various natural plant extracts. It deeply moisturizes the skin and contains plant aromatic essence, which is refreshing and long-lasting, soothing the body and mind.

2. Target group - young people enjoying enjoyment

1. Regional differences: Shower gel has become a necessity for families in southern China. The climate in the south is warm, a subtropical monsoon climate, and the sunshine hours are long. Due to the Tropic of Cancer, Adjusted by the maritime climate from the northern suburbs, there is no scorching heat in summer, no severe cold in winter, and evergreens all year round. This climate has enabled southerners to develop the habit of diligent bathing. Affected by the climate in the northwest, people's skin becomes dry and dehydrated in winter, and bathing with soap makes the skin more likely to dry out.

2. Gender differences: Women love moisturizing, while men like sterilizing. This has almost become a law in the survey. Female consumers, especially housewives, are the main force in shower gel sales, and they play a leading role in choosing the efficacy of shower products.

Female consumers mostly have neutral to dry skin types. When choosing shower gels, they tend to choose Dove, Lux, and Olay with moisturizing and whitening effects.

3. Age and income differences: People aged xx-35 years old are the core consumer group of shower gel products, with a usage rate of 80%. Especially for women in their 20s and 30s, they generally do not think about issues from a cost-saving perspective. They recognize the two advantages of shower gel: convenient bathing and fragrance.

4. Seasonal differences: In summer, refreshing products are mainly used, while in winter, moisturizing products are more popular. This is mainly because in winter, it is difficult for the skin to breathe air and cannot enjoy the sun, making it look rough. Therefore, moisturizing is particularly important when bathing.

In short, what they need is a high-quality, enjoyable shower gel. By choosing Ziya Shower Gel, they choose to believe in themselves and give a young person a space to feel comfortable and enjoy themselves.

3. The advertising theme is comfortable, moist and fragrant

Give you a comfortable and moist love in autumn and winter, so that you can be unreasonably beautiful in autumn and winter. It can make your skin show charming whiteness and brilliance; it can effectively remove dead skin cells and make your skin more moisturized and smoother. Long-term use can also make skin fairer and smoother.

IV. Market Analysis

1. Advertising Media Strategic Origin and Sales Geographic Distribution

According to relevant survey data, the main foreign investors entering our city’s shower gel market are now There are American companies such as Procter & Gamble, Johnson & Johnson, Amway and British Lux, etc. Whether they are foreign companies or Sino-foreign joint ventures, cooperation companies, etc., most of them are located in the south. The production areas are most concentrated in Guangdong and Shanghai. This is different from the weather in the south. It is not unrelated to the hot weather, the frequent bathing of consumers, and the huge demand in the shower gel market. However, our city happens to be located in the south, so the market competition is relatively large. With the rapid development of China's economy in recent years, China's huge potential market has attracted foreign companies to "land on the beach". Now the main companies entering the Chinese shower gel market are Japan's Kao Co., Ltd. and Lion Co., Ltd.; the United States' Procter & Gamble, Colgate-Palmolive, Johnson & Johnson, Amway and Britain's Lux, etc., are at odds with each other.

2. Common promotion methods

For consumers who prefer to change brands or who have no brand loyalty yet, they often don’t know what to do when faced with the dazzling array of shower gels on the shelves. choose. Among the marketing communications and promotion mixes of various manufacturers that consumers often come into contact with, the most common methods are as follows: sales staff go door-to-door in residential areas to distribute samples, discounts, promotion staff directly recommend to customers, and bundled sales wait. And more manufacturers adopt brand expansion strategies. For example, "Safeguard" and "Lux" use the popularity brought by the wide publicity of their soaps with the same function as shower gel to carry out joint marketing; "Liu Shen" shower gel is introduced to the market with Liu Shen toilet water.

3. Marketing

In the current domestic market, there are many ways to market shower gel.

Sales promotion; in addition: For example, Lux and Dove adopt the method of recommendations by waiters in specific shopping malls to customers, which is also quite effective. Because for consumers who prefer to change brands or who are not yet loyal to the brand, they really don’t know how to choose when faced with the dazzling array of shower gels on the shelves.

4. Price positioning

From the analysis of the market, it can be seen that the current prices of domestic shower gels are mainly mid-range, while the number of low- and high-end shower gel brands is relatively large. few. Many manufacturers set the price of their products at the mid-range level, with the price per 100 ml being (between 5 and 7 yuan). Among shower gel manufacturers in my country, except for wholly foreign-owned, joint ventures, and cooperative forms, most of them follow the mid- to low-price route.

There are three main reasons for this:

First of all, based on survival considerations, relatively speaking, shower gel can be said to be an imported product. These manufacturers entered the shower gel market late, giving their competitors a head start. It has no obvious advantages over its competitors in other aspects, so it strives to survive at low prices.

Secondly, based on market share considerations. The purpose of an enterprise is without exception to make profits. On the basis of surviving and staying in the market, it competes with competitors for the market at low prices, increases market share as much as possible, and even controls the market share in order to win the largest market. Achieve economies of scale after share.

Once again, follow the market pioneers. There are also some companies that are unable to take the large-scale, low-price route due to corporate resource constraints, and lack high-quality guarantees and choose the high-price route. Therefore, following the trend and taking the mid-price route, the most important thing is how much profit you can get in the current period.

5. Market positioning - comfortable, moisturizing and beautifying

Based on the analysis of the characteristics of the product itself and the target audience, our Ziya shower gel will be positioned as: "comfortable, moisturizing and beautifying" "Chong

A comfortable and cool place to relax your mind and advocate the separation of work and life. Give more young women space to enjoy beauty.

1. Media combination

——TV: cctv-1, Hunan TV, Dragon TV

——Internet: Taobao, Sina, Yahoo,

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——Newspapers: Yangcheng Evening News, Xiaoxiang Morning News

——Station light box advertisements

2. Media strategy

——Initial stage of introduction: a large number of Advertising, resulting in huge advertising momentum.

——In the middle stage of introduction: slowly and appropriately reduce the intensity and frequency, and adjust the advertising strategy in a timely manner based on market feedback.

——Gradually switch to maintenance advertising in the later stage of the introduction, which can lengthen the cycle and maintain print advertising and online advertising. Television advertising can be penetrated on a small scale to remind consumers to pay attention.

3. Media execution time

Early stage of import: 20xx.2.1——20xx.3.1

Middle stage of import: 20xx.3.2——20xx.4.xx

Later period of introduction: 20xx.4.xx——20xx.6.1

Advertising strategy

1. Advertising objectives

Launch new products Ziya Shower Gel creates a market for new products and gives consumers an enjoyable and comfortable bathing life. Create a consumption boom, consolidate market position, increase market share and reputation, establish product brand image, and have a good purchase rate.

2. Advertising area

Southeast coastal area

3. Advertising purpose

At this stage, through advertising, consumers are exposed to Ziya bathing Lu's brand image has a wider understanding and more trust. The product positioning of the personalized high-end shower gel has formed a brand association of elegant, fragrant, moisturizing, elegant and noble, thus directly triggering purchasing behavior.

4. Advertising creativity

Screen effect:

(The camera fades into view)

Shot 1: (The distant view is pushed to the panorama) Prosperity On the street, the girl walked briskly in the light rain. (Props: It’s drizzling Ruoyouruowu)

Shot 2: (panorama dissolves to close-up) A man passes by, looks back with a smile, and looks intently at the beautiful girl ( Shot: The following man’s eyes move)

Shot 3: (close-up to close-up) slowly pulls away from the beautiful girl’s face (lens zooms out - panorama - long shot)

Shot 4: (Blurred picture - superimpose subtitles and brand: Ziya, give you a fragrant and nourishing love season)

The two passed by and met at the next intersection, Cupid ( Reprinted in: Collection of Shower Gel Advertisements) The arrow passed through the left atrium of the two people (in the dreamy fragrance of the shower gel, love is about to come.

. . )

Sound effects: ;