Shower gel advertising demonstration

Article 1: Advertising Planning of Dove Shampoo

Dove shampoo ad planning

First, the planning purpose

Start brand reputation, gain higher popularity, win the trust and love of more consumers, and seize a broader market.

Second, market research and analysis

(A) Analysis of the market environment

Hair care products are the largest market in cosmetics industry and even daily chemical industry, and the market competition is also the most difficult. At the same time, it is also the most attractive product market in the daily chemical industry. At present, there are more than 2,000 shampoo manufacturers in China and more than 4,000 shampoo brands in the domestic market, although the shampoo market in China is relatively mature. However, with the development of economy, the shampoo market still has great potential market capacity. Therefore, it is very beneficial for the long-term development of enterprises to seize the market and start the brand.

(2) product analysis

1, product introduction

Dove shampoo entered the market in 2000 and became an important member of Dove family, belonging to Unilever. In 2008, she joined hands with Hunan Satellite TV's "Invincible Ugly Woman" and gradually became known to the Chinese people.

2, product efficacy

Nourishing and moistening, daily injury care, soft and smooth, deep injury care, dyeing injury care.

3, product positioning

The main consumer groups are women aged XX-50.

(3) Analysis of major competitors

1, the main competitor

In today's hair care market, P&G's hair care products firmly occupy a dominant position, and Bao Si, Fang La, Hao Di and Tihuaxiu also occupy important markets.

2, competitor product analysis

Head & Shoulders anti-dandruff series dominates the high-end market; Fang La's Yujie dandruff removal is the most dazzling brand in Fang La; Bao Si Group Fengying professional anti-dandruff brand; Soft and supple series; Pan Ting moisturizing series; And cleaning related anti-dandruff products. These active shampoo brands have their own markets.

Consumer research

1, consumer market analysis

The shampoo market in China has a huge capacity. According to statistics, at least 320 million girls 15-50 years old are potential consumers of shampoo. Compared with developed countries, China's per capita consumption of hair care products is low, and the annual per capita consumption is close to that of 20 yuan, which still has great development prospects in the future. At present, Dove's awareness in China is not high, so it is urgent to expand Dove's brand awareness in China.

2, consumer behavior characteristics

(1) Characteristics of consumers' buying behavior.

Shampoo is used for a long time, so most consumers will choose to buy it in the supermarket. According to different consumer groups, there should be different product packaging and capacity. Students generally choose small bottles, and housewives are easy to buy family clothes.

(2) The main factors that affect consumers' buying behavior. The main factors are the price and the position of products in people's minds.

Third, advertising strategy and advertising focus

(A) advertising strategy

1, the target of the advertisement

Stabilize existing consumers, attract and develop potential consumers, improve consumers' interest in buying, stimulate their desire to buy and extend product maturity. Strive to increase the popularity of Dove in the shampoo market by 30% through a series of publicity activities within 3 months; Further establish the brand image of Dove, so that working-class women aged 20-40 are familiar with Dove and willing to buy it; Let the public have a sense of intimacy and affection for Dove products, and let working-class consumers have psychological and emotional recognition and preference for Dove products.

2. Advertising area

After the nationwide TV advertisement, we will go deep into all regions, from top to bottom, carry out brand promotion and engage in promotional activities.

3. Advertising implementation stage

20xx65438+February 20th-20xx65438+1October 3rd1

4. Target market segmentation

According to the difference of hair quality, hair is divided into three types: neutral, oily and dry, and the corresponding shampoo products are introduced. Divide buyers into family buyers, individual consumers and consumers concerned about brands; According to the different interests pursued by consumers, it can be divided into cleaning and dandruff removal, nourishing hairdressing and giving fragrance.

Advertising focus

The focus of advertising should reflect the most important and attractive features of products. Dove's advertisements focus on linking the characteristics of Dove products with consumers' emotional needs, guiding them through consumers' original ideology, and promoting the integration of products and consumers in life.

Four. Advertisers and their needs

(A) advertising objectives

Xx- a 50-year-old lady

(2) Advertising demand

Restoring, nourishing and wonderful natural floral fragrance.

Verb (abbreviation of verb) The specific content of the advertisement.

(A) advertising theme

Deep repair gives you beauty and fragrance.

(2) advertising title

Strong and shiny, dancing lightly with flowers.

(3) Creativity

In the sea of flowers, the wind blows through the petals, whirls, melts into an aromatic shampoo, moistens the hair of the spokesperson, and then attracts butterflies to stop.

(4) advertising words

The sea of flowers all over the sky, the dance and rotation of flowers make hair shine, the natural fragrance of flowers, the traction of fragrance, the docking of butterflies and the pigeon fragrance series give you natural fragrance and give you natural beauty.

(V) Selection and planning of media

We mainly use TV advertisements, at the same time, we use large outdoor advertisements, set up exhibition boards in different areas, use magazines to advertise, print and distribute product posters to various selling points, and so on. When choosing advertising spokespersons, choose stars that are popular with consumers from all walks of life to capture the hearts of target consumers.

Six, advertising effect prediction

After a series of advertising activities, it is estimated that the popularity of Dove Shampoo will increase to 70% by 20xx. Goodwill and trust increased to 80%; The market share has increased to 20%, and the product coverage rate can reach more than 75%.

Advertising article 2: advertising copy of Ziya shower gel

I. Product Analysis of the Project

With the progress of the times and the improvement of people's living standards, shower gel is no longer a simple way to clean the skin, but pays more attention to the cool, relaxed, moist and smooth feeling brought by bathing, which has become a higher enjoyment pursued by people in recent years. This launch of skin care products focuses on our brand Yaya shower gel, giving you more different feelings. Ziya combines China's traditional skin care classics with modern bathing techniques, and successfully forms a unique formula of Ziya shower gel from jasmine essence and various natural plants. Deeply moisturize skin, contain plant fragrance essence, refreshing and lasting, and relax body and mind.

Second, the target group-young people who enjoy themselves.

1, regional differences: shower gel has become a household necessity in southern China. The climate in the south is warm, with subtropical monsoon climate and long sunshine time. Because the Tropic of Cancer passes through the northern suburbs, and the adjustment of maritime climate, there is no heat in summer, no cold in winter and evergreen all the year round. This climate makes southerners form the habit of taking a bath frequently. Affected by the climate in northwest China, people's skin is dry and short of water in winter, so it is easier to dry skin by bathing with soap.

2, gender differences: women love moisturizing, men like sterilization, which has almost become a law in the survey. Female consumers, especially housewives, are the main force in the sales of shower gel, and they play a leading role in the choice of bath products' efficacy. The skin of female consumers is mostly neutral and dry. When choosing shower gel, they chose Dove, Lux and Olay, which have moisturizing and whitening effects.

3. Age income difference: xx-35 years old is the core consumer group of shower gel products, and xx-35 years old is the core consumer group of shower gel products, with the utilization rate as high as 80%. Especially for women aged around 20-30, they generally don't think about the problem from the perspective of saving. They recognize two advantages of shower gel: convenient bathing and fragrant body.

4, seasonal differences: summer is mainly refreshing, and winter chooses to moisturize more. This is mainly because in winter, because you rarely breathe air, you can't enjoy the sunshine, and your skin is rough, so it is especially important to moisturize when taking a bath.

In a word, what they need is a high-quality and pleasant shower gel. They choose elegant shower gel, believing that they can give young people a comfortable and pleasant space.

Thirdly, the theme of the advertisement is comfort, moisture and fragrance.

Give you comfortable and moist love in autumn and winter, and make you incredibly beautiful in autumn and winter. It can make your skin appear charming white luster; Effectively exfoliate and dead skin, making your skin more moist and greasy. Long-term use can also make the skin whiter and smoother.

Fourth, market analysis.

1, the strategic origin and sales geographical distribution of advertising media

According to the relevant investigation data, the foreign investors entering the shower gel market in our city mainly include Procter & Gamble, Johnson & Johnson, Amway and British Lux. No matter whether it is a foreign enterprise or a Sino-foreign joint venture or cooperative enterprise, most of them are located in the southern region, and the producing areas are most concentrated in Guangdong and Shanghai, which is closely related to the hot weather in the southern region, the high frequency of bathing by consumers and the demand market for shower gel. However, our city is just in the south, and the market competition is fierce. 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". At present, Kao Co., Ltd. and Lion King Co., Ltd. are the main companies entering the shower gel market in China. Britain's Procter & Gamble, Colgate-Palmolive, Johnson & Johnson, Amway and Lux are in a competitive situation.

2. Common promotion methods

For consumers who like to change brands or have no brand loyalty, they don't know how to choose the shower gel on the shelf. In the marketing communication and promotion combination of various manufacturers that consumers often come into contact with, the most common methods are: sales staff distribute samples door to door in residential areas, discount, promotion staff directly recommend to customers, bundle sales and so on. More manufacturers adopt brand expansion strategy. For example, "Shufujia" and "Lux" use the popularity brought by the extensive publicity of soap with the same function as shower gel for joint marketing; "Liushen" shower gel was introduced to the market by Liushen toilet water.

3. Marketing

At present, there are many ways to promote shower gel in the domestic market.

Comfortable is to let the sales staff send samples to the door in the bureau's famous song, which belongs to personnel sales promotion; Sakura Snow adopts the advertising promotion means of posting and leaflets; Six gods use discounts to stimulate the desire to buy, which is promotion; In addition, for example, it is quite effective for Lux and Doffondo to adopt the way of waiter recommending to customers in specific shopping malls. Because for consumers who prefer to change brands or have no brand loyalty, they really don't know how to choose shower gel on commodity shelves.

4. Price positioning

From the analysis of the market, we can see that the price of shower gel in China is mainly mid-range, and the number of brands that are too low and too high is small. Many manufacturers set the price of their products at the mid-range level, and the price per 100ml is (5~7 yuan). In the domestic shower gel production enterprises, most of them take the middle and low price route except the forms of wholly foreign-owned, joint venture and cooperation. There are three main reasons for this:

First of all, based on the consideration of survival, relatively speaking, shower gel can be said to be imported. These manufacturers entered the shower gel market late, so their competitors took the lead in time and had no obvious advantages compared with their competitors in other aspects, so they made a living at low prices.

Secondly, based on the consideration of market share. Without exception, the purpose of enterprises is to make profits. On the basis of survival and foothold in the market, compete with competitors at low prices, increase market share as much as possible, and even gain the position of controlling market share, so as to gain economies of scale after winning the largest market share.

Third, follow the market pioneers. There are also some enterprises that cannot take the large-scale and low-cost route due to the limitation of enterprise resources, and lack the guarantee of high quality to take the high-price route. Therefore, following the trend and taking the middle price route, how much profit can be obtained at present is the heaviest.

Yes

5, market positioning-comfortable, moist and beautiful.

Combining the characteristics of the product itself and the analysis of the target object, our Yaya shower gel will be positioned as "comfortable, moist and beautiful".

One is being relaxed and free, who is relaxed and advocates the separation of work and life. Give more young women space to enjoy beauty.

1. Media combination

-TV: cctv- 1, Hunan Satellite TV and Oriental TV.

-Network: Taobao, Sina, Yahoo,

—— Newspapers: Yangcheng Evening News, xiaoxiang morning herald

-station light box advertisement

2. Media strategy

-The initial stage of the introduction period: a large number of advertisements were put in, forming a huge advertising momentum.

Mid-term lead-in period: slowly and appropriately reduce the intensity and frequency, and timely adjust the advertising strategy according to market feedback.

-In the later import stage, we will gradually switch to maintaining advertisements, which can lengthen the period and maintain print advertisements and online advertisements. Television advertisements can penetrate in a small range to remind consumers to pay attention.

3. Media execution time

Initial stage of import: 20xx.2.1-20xx.3.438+0

Mid-term import: 20xx.3.2——20xx.4.xx

Late import: 20xx.4.xx——20xx.6. 1

advertising strategy

1, advertising target

This paper introduces a new product, Yaya shower gel, which is a new product manufacturing market and gives consumers a comfortable bathing life. Create a consumption boom, consolidate market position, improve market share and reputation, establish product brand image, and have a good purchase rate.

2. Advertising area

Southeast coastal areas

3. The purpose of the advertisement

At this stage, through advertising, consumers have a broader understanding and more trust in the brand image of Yaya shower gel. The product positioning of personalized high-end shower gel has formed an elegant, fragrant, moist, elegant and noble brand association, which directly touches the purchase behavior.

4. Advertising creativity

Picture effect:

(Camera fades in)

Scene 1: The girl is walking briskly in the light rain on a busy street. (Prop: If there is light rain)

Scene 2: (Panorama superimposed on close range) A man passes by and looks back at the beautiful girl with a smile (scene: The man below moves his eyes).

Scene 3: (Close-up to close-up) From the beautiful girl's face, slowly pull to the distance (zoom out-panorama-prospect).

Lens 4: (Blurred picture-with subtitles and brand: elegant, giving you a fragrant and nourishing love season)

They passed by and met at the next intersection, and Cupid's arrow passed through their left atrium (in the dreamy fragrance of shower gel, love came). . . )

Sound effects:

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