独辟蹊径 突出重围--BFM营销策划案(国外英文资料).docVIP

独辟蹊径 突出重围--BFM营销策划案(国外英文资料) Preface At present, the cosmetics industry in the country up to more than three thousand enterprises, but also cosmetics brands as many as several thousand. In addition to some well-known brands, even more obscure, or is the product of flower briefly as the broad-leaved epiphyllum flooded the market, but also The Eight Immortals Crossing the Sea Gexianshentong. In such a competitive market environment, BFM cosmetics how can a tight encirclement? Set up the base of the enterprise quickly One, BFM marketing problems BFM is a series of cosmetics produced by a cosmetics company in Beijing. It began to be listed in Jiangxi, Shandong and Sichuan in 1997. Much of the market for two years, in the national network to spread, but the market has still not started, low sales, is typical of the extensive cultivation. 1, product status The company owns five product lines - facial cleanser, cream, skin care, emulsion, special efficacy and cosmetics. Products are common public products, packaging to emerald green as the tone, in the counter array is conspicuous, easy to snatch the consumers line of sight. Question: (1) product force is not strong; (2) products lack conceptual appeal, no fist products (3) product selling point is not clear-cut; (4) lack of brand image; 2, sales promotion The BFM marketing strategy is the terminal push strategy, which is driven by terminal manpower. Promotion is only limited in the conventional counters and shopping malls promotional stage. Question: (1) lack of new means of promotion; (2) more scattered, activities without scale, no momentum. 3, market positioning and operating conditions BFM series of products retail market price is generally between 40 - 60 yuan, of which the highest price of eye cream is 93 yuan, the lowest price product moisture cream 18 yuan. At present, the main market is the capital city, that is, the primary market. In the past few years, a certain network has been woven, but the operating condit