Toothpaste sales plan

table of Contents

A market analysis........................................................................

Toothpaste Chinese brand market development process................................................

The development of the existing market competition pattern................................................

consumer analysis…………………………………………………………

Market development trend analysis......................................................

Future product development trends......................................................

Two product analysis........................................................................

"Crest-Save" Toothpaste Analysis................................................

Competitor toothpaste analysis......................................................

Three sales and advertising analysis..................................................................

Procter & Gamble's sales and advertising status................................................

P&G's market sales status................................................

Analysis of four major brand positioning strategies......................................................

Colgate..................................................................

China………………………………………………………………

Cold sour spirit..................................................................

Five enterprise marketing strategies..................................................................

Marketing target............................................................

marketing strategy…………………………………………………………

Six advertising performance..................................................................

Non-media............................................................

medium……………………………………………………………

Seven public relations marketing strategies............................................................

purpose…………………………………………………………

Event planning......................................................

Eight effects prediction, evaluation......................................................

Attachment: TV ad script

Consumer Market Questionnaire

Advertising plan

"Crest-Save" toothpaste advertising plan

Foreword

Founded in 1837, Procter & Gamble is one of the world's largest consumer goods companies. In the fiscal year XX-XX, the company's annual sales were $43.4 billion. Ranked 86th among the world's 500 largest industrial/service companies selected by Fortune magazine and ranked seventh among the most respected companies. With nearly 100,000 employees worldwide, Procter & Gamble has factories and branches in more than 80 countries around the world. More than 300 brands are sold in more than 160 countries and regions, including shampoo, hair care, skin care products and cosmetics. , baby care products, feminine hygiene products, medicine, food, beverages, fabrics, home care and personal cleaning products.

"Crest-Save" toothpaste is a new product launched by Procter & Gamble. In order to cooperate with Procter & Gamble's toothpaste market promotion plan, this advertising plan is specially designed. This plan will create a unique market image for "Crest-Save" toothpaste. And bring it to market in a new way

The text structure of this plan is as follows:

Market Analysis - Development History of Toothpaste Chinese Brand

Product Analysis - Self Product Features / Opponent Product Features

Sales and advertising analysis

Corporate Marketing Strategy - Corporate Goals and Market Strategies

Corporate advertising planning - advertising goals / advertising objects and market / advertising planning theme / advertising creative design

Advertising Media Strategy - Public Relations Strategy - Advertising Performance Prediction, Evaluation - Implementation Strategy

One: market analysis

Toothpaste Chinese market brand development history

In 1998, the national toothpaste production reached 2.807 billion, which was 133.6 times higher than that in 1949. The annual output in XX reached 3.6 billion, and the annual per capita use increased to 2.8. Experts predict that China's toothpaste production will reach 4.5 billion in XX. It will reach 5.4 billion in 2011.

In the past two decades, the Chinese toothpaste market has gone through four stages:

The first stage: domestic brands are three-legged

Between 1949 and 1992, China, the two-sided needle and the black-sister domestic brands have shared China's huge toothpaste market. However, the three major brands have almost no positive competition, occupying each other, occupying the eastern, southern and western markets respectively, and have nothing to worry about.

The second stage: foreign brand small test knife

In 1992, Colgate, the world's largest toothpaste brand, entered the Chinese market. In 1995, Procter & Gamble's Crest entered China. At this stage, due to the high price of foreign brands, they only entered the high-end market of large and medium-sized coastal cities.

The third stage: foreign brands shuffle the Chinese market

Foreign brands have completely changed the pattern of China's toothpaste market: on the one hand, through the acquisition of domestic brands to gain market share and channels, such as Unilever obtained the "China" and "Mega" brand management rights from Shanghai Toothpaste Factory; The marketing methods and price adjustments allow the public to accept themselves. In 1996, foreign brands in the top 10 toothpaste brands in China only accounted for two seats. By 1998, it had increased to four seats, and in XX, it increased to six seats. The "domestic blue sky six must", "fangcao", "two-sided needle" and other former domestic famous brands have fallen into a general trend.

The fourth stage of China's toothpaste brand seeks breakthrough

After a round of market baptism, domestic brands such as “Cold and Sour”, “Tianqi” and “Blue Sky Six Must” have become increasingly mature in marketing and brand management concepts. They avoided the confrontation with foreign brands and made great contributions in the market segments such as "middle-aged oral care" and "Chinese herbal medicine care", which achieved good results.

Development of existing market competition

1. The advantage of the first echelon is obvious: Colgate is at the top of the list, followed by Crest, and these two brands occupy the majority of the market. In people's minds, Colgate and Crest are almost synonymous with toothpaste. In just a few years, these two brands have already left the old domestic brands far away and become the leading brands in the Chinese toothpaste market. The old brand "China" has regained its glory after Unilever rebranded and packaged...

2, the second-line brand competition is fierce: cold acid, double-sided needle, blue sky, black sister and other old brands have no longer, but with the original brand advantage still occupy a place, and many foreign brands such as lg, black Amway also began to target the Chinese market to promote, which led to the fierce competition of second-tier brands. From the perspective of growth indicators, emerging foreign brands can be described as full of stamina and good development prospects.

consumer analysis

Although toothpaste is a kind of household consumer goods, with the entry of foreign brands, there is a difference in the structure of consumer groups between domestic and foreign brands:

The main consumption cluster of domestic brand toothpaste is in low-income and middle-aged people; while young or middle-income people prefer to use foreign brands of toothpaste. There are two possible reasons for the above differences:

1. Consumption habits vary from age to age. For middle-aged and elderly people, the habits are hard to change, especially for a product that has been used for more than ten years or even decades. Old brands have long been ingrained, and it may be difficult for them to accept new things.

There is a gap between Chinese and foreign brands. Although the brands such as Colgate have been extended to various consumer levels in recent years, the price is still a little higher than that of domestic brands. For the average consumer, the use of homemade toothpaste can meet the basic cleaning needs, but also can be regarded as "cheap and good".