This article is the "Perfume Product Marketing Plan" provided by the marketing plan channel of the planning book website. I hope it will be helpful to everyone.
Execution department Supervision department Examination department
1、 Advertising planning research
The cosmetics produced by a famous cosmetics enterprise have always been famous for their noble and excellent quality. When it comes to cosmetics under its brand, consumers always trust them very much, and the various brand perfumes launched are more popular with women consumers.
（1） Characteristic analysis of various brands of perfume
The difference between our company's ××× perfume (for women only) and other competitive brands in terms of packaging characteristics, packaging specifications, prices, etc. is shown in the table below.
Differences between ××× perfume and other brands
Perfume brand packaging Characteristic packaging specification (ml) Price (yuan)
××× perfume
Brand A perfume
Brand B perfume
Brand C perfume
……
（2） Analysis of perfume advertising market situation
Through the investigation of the national perfume market, the advertising volume of the major competitive brands is analyzed and compared as shown in the table below.
Top eight perfume brands in periodical advertising in the second half of 2013
Unit: 10000 yuan
Ranking Brands July December 2008 July December 2007 YoY growth rate (%)
1 Brand A perfume
2 Brand B perfume
3 Brand C perfume
4 ……
（3） Description of target market of perfume
1. Fragrance market segmentation is shown in the table below.
Fragrance market breakdown
Target target of overall market segmentation
Perfume market at home and abroad 1. Main market (active customers) (1) Mainly targeted at high-level white-collar women and rich ladies aged 22-45
(2) Professionals in the beauty industry (such as beauticians, makeup artists, etc.)
2. Secondary market (inactive customers) (1) unmarried white-collar women aged 18-22
(2) Male aged 18-40
2. Target consumer research.
The characteristics of target consumers are described in the following table.
Perfume consumer characteristics analysis table
Characteristic elements of target market Characteristic description of target market
1. Purchase channel: unmarried women (1) department store counter
(2) Large shopping malls or stores
(3) Brought back from abroad
Married women (1) Department store counter or department store
(2) Ask a friend about the brand and where to buy it
(3) Brought back from abroad
2. Purchase status (1) Buy after use
(2) Didn't use it up. I bought it when I liked it
(3) Gift from relatives and friends
3. Consumption behavior (application occasions) (1) Attending formal banquet
(2) Work on weekdays
(3) Go shopping
4. Brand usage (1) unmarried women prefer floral perfume series
(2) Most consumers believe that different brands of perfume have different functions
5. Requirements for product characteristics: beautiful and generous appearance, replaceable, convenient to carry, maintenance function, high-end, elegant and exquisite color
2、 ××× perfume marketing and advertising objectives
（1） Advertising products
Mainly ××× perfume (for women only), it radiates all perfume brands of the company.
（2） Overall market objectives
As ××× perfume (for women only) is a product that has been on the market for a short time and is not easy to be accepted, the overall market goal of this advertisement is to build the popularity of this perfume and make consumers believe that this perfume is high-end cosmetics, so as to achieve the share of the entire international market
%。
（3） Overall advertising objectives
1. Improve the designated purchase rate of ××× perfume (for women only).
2. Improve the reputation, popularity and market share of ××× perfume (for women only).
（4） Quantitative expression of advertising objectives
1. Compared with the amount of advertising in the second half of 2008, the amount of advertising in the second half of 2009 (July December) increased by% year on year.
2. In 2009, it ranked the third in the annual top 10 classic perfumes sales list, with a market share of more than ×%.
3、 ××× perfume advertising strategy
（1） Overall strategy
1. Intensive advertising is used to deepen consumers' impression of the brand of ××× perfume (for women only).
2. Promote sales and increase the designated purchase rate of ××× perfume (for women only).
（2） Product positioning
1. Product problem points.
(1) Because ××× perfume (for women only) is a high-end cosmetics, the product price is too high, which is not conducive to popularization.
(2) The use habits of consumers are not easy to change, and it will take some time to accept the new brand perfume.
2. Product opportunity point (consumer interest point).
(1) Easy to carry and use.
(2) The packaging of the product has a sense of value.
(3) Moisturizing and moisturizing, with skin care function.
(4) The fragrance is mild and does not irritate the skin.
(5) It is suitable for consumers of any age.
（3） Advertising audience positioning
Refer to the target objects listed in the Perfume Market Segmentation Table.
（4） Product Concept (Unique Selling Proposition)
××× perfume (for women only), the first choice for women!
（5） Creative direction
The perfume series can be expressed in various ways to reflect romantic feelings.
（6） Advertising performance copy
1. TV advertising creative script: (omitted).
2. Creative script of radio advertisement: (omitted).
3. Other print advertising performance copy: (omitted).
4、 Advertising Media Strategy
When arranging advertising media, we must take into account the evaluation indicators such as the cost per thousand people and gross audience rating of advertising media.
（1） Traditional mass media
TV advertising is the main medium, supplemented by radio advertising, magazine advertising and outdoor advertising.
1. TV advertisement: The perfume (for women only) launched by ××× will be intensively broadcast for 2 to 4 months. At this time, the 10 second TV advertisement will be the main one, supplemented by the 30 second TV advertisement. The following six channels or time periods with high frequency of contact with consumers are mainly selected for broadcast of TV advertisements.
(1) High ratings of Mandarin soap operas.
(2) 7:00~8:30 p.m.
(3) Entertainment programs with high ratings.
(4) Women's programmes.
(6) Fashion report.
2. Magazine selection: select fashion and beauty magazines with young and middle-aged white-collar workers as the main target, such as Ruili Yiren Fashion, Urban Beauty, Beauty, etc., and select the best page to publish exquisite ××× perfume (for women only) advertisements.
（2） Other media
It mainly includes the network and direct mail, two emerging media.
（3） Supplementary media
Commercial exhibitions will be held in major department stores and large malls.
5、 Advertising budget
（1） Overall budget
The time of this advertisement concentration is from July to December 2009, a total of six months. The company's overall budget is 10000 yuan, of which the advertising production cost is not more than 10000 yuan.
（2） Advertising budget allocation
The distribution of advertising budget is shown in the following table.
Advertising Budget Allocation Table
Project amount (10000 yuan) Remarks
1. Planning fee (accounting for 15% of the overall budget)
2. Creative and production fees (film and television, graphic)
3. Advertising media purchase cost TV
magazine
radio broadcast
internet
4. Exhibition activities
5. Other related expenses
Total ×××× 10000 yuan
6、 Measurement and evaluation of advertising effect
（1） Conduct advertising survey
1. Advertising survey of mass media.
Through face-to-face communication with advertising audiences and filling in questionnaires, we are ready to evaluate the effective arrival rate and exposure frequency of advertising.
2. Advertising survey of other media.
Through questionnaires on websites and magazines, we can communicate with advertising audiences indirectly. In order to attract advertising audiences to fill in the questionnaire truthfully, the relevant departments of the company need to provide corresponding small gifts (such as cosmetics for trial use) to reward the audiences who fill in the questionnaire effectively.
（2） Determination in the event and determination after the event
1. Measurement items.
After the advertisement is published and broadcasted, the effect of advertisement release is measured irregularly by means of questionnaires, symposiums, etc., so as to revise the advertisement plan at any time. The measurement items and frequency are as follows.
(1) TV advertisements are measured once a week.
(2) The magazine is measured every two weeks.
(3) A consumer forum is held regularly every month.
2. Determination method. When measuring the advertising effect, the following five methods can be used to assist the measurement.
(1) The central location test method means that after the advertisement is published and broadcast for a period of time, the advertisement test is carried out in a large mall or counter for a long time.
(2) The sales test method is based on the sales volume of ××× perfume.
(3) Physiological test, that is, through questionnaires or interviews and other forms, to understand consumers' feelings after using ××× perfume.
(4) The auxiliary recall test is to help more people understand and remember the perfume of XX.
(5) The pure recall test is to test consumers who have bought ××× perfume for a long time.
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