Life perfume marketing plan
Directory
> Background
> Market research and analysis
> Product positioning
> Image positioning
> Channel analysis
Background
Perfume sector growth mainly high-grade male and female products strong power.
According to statistics, China's large and medium-sized city consumer market, on average, women perfume rapidly rising at an annual rate of %.
Chinese market become one of the most potential in the world .
-The present situation of the perfume in the Chinese market
Market research and analysis
project analysis
Competitor analysis
Target consumers analysis
Project analysis
LIFE perfume is pure and fresh, have energetic and unique, elegant temperament.
It will make you feel the life fresh and eternal.
The design of a bottle of the water of life, and to the young women positive life chasing.
Competitor analysis
Perfume brand Characteristics of the packing Packaging specification（ML） Price
(RMB)
Dior Fashion series 50 780
CHANEL Perfume bottles of the cuboid 50 899
Estee Lauder Simple and easy 50 640
LIFE Fashion ,fresh and portable 50 429
Target consumers analysis
Main object is between 25 to 30 years old of young kind of people most is that some young women, they are full of youthful vitality, taste of life is full of pursuit. Although the purchasing power is limited. But the style of perfume, taste have certain requirements. Life perfume is pure and fresh and elegant temperament just accord with what they are after.
Product positioning
>The price of the product positioning
Market survey found that at present, the domestic increasing demand for perfume,we reduce the price. Perfume composition as shown in the above price.
On the analysis of the composition and reference to the perfume price after the price of other competitive enterprises, our tentative price may be defined as:30ML=269RMB
50ML=429RMB
Product positioning
>Analysis of target market area
According to the consumption object localization,We think the fiest target area is city market.
Based on the current enterprise condition,We first focus on positioning in the market area of xi 'an, chengdu, hangzhou, wuhan, changsha, nanjing and other secondary .
Image positioning
>1、Enterprise products image
>2、Embodied in the product image
>3、Consumer's perception of product image
Channel analysis
-Direct channel
According to the enterprise marketing present situation, some products may take direct channel, compared with the traditional channels, the advantages of direct selling is to reduce of circulation, reduce transaction costs and can make the enterprise faster to accept the market information, timely adjustment of marketing strategy.
