Medical aesthetic Austria Lan Xue - O-Lan Xue Marketing Planning Case.docVIP

 PAGE \* MERGEFORMAT 16 Medical aesthetic Austria Lan Xue - ‘O-Lan Xue’ Marketing Planning Case Background Chengdu Diao O-lan snow Chengdu Diao development and production of beauty care and cosmetics, which are provided by Olympic Group consists of the pharmaceutical industry, cosmetics industry, the brand extension is the Austrian brand strategy to another train of thought. Beauty cosmetics six internal injuries: After a number of first-line market research and interviews with dealers and found that cosmetics market is not as glorious as the eyes of an outsider flying, after a number of predatory business development and promotion of an accomplice has six internal injuries: Thus concluded that mid-range of professional beauty cosmetics market segment is the market niche. This is also the Chengdu Diao - ‘O-Lan Xue’ access to eye-foil market, one of the greatest opportunity for our marketing goal is to -- Pooling of resources, the occupation mid-range eye, face, beauty care products market, with women’s beauty brand identity of the nursing profession become the niche market segments are. At the same time waiting for an opportunity with the introduction of highly differentiated new products, gain a competitive initiative. Market 1, the main competing products In a Hangzhou, Zhejiang Province as the center of the market research found that the overall market in the eye, face, rich variety of beauty care products, in addition to Cream products, Eye foil, Facial Mask mainly recoverable, VICHY, Olay, Chi Mei (shan Rana) brands. In strategy ‘O-Lan Xue’ key to be taken as the main competitor. Second, consumer group analysis Consumer groups targeted - middle-aged women Beauty care products group of consumers is mainly 25-35 year-old middle-aged women. 25 years of age young women are young, on the whole of the face, eyes demand is not high. 25-year-old to 35 years old females from the eye bags under the eyes, dark circles, crow’s feet and facial wrinkles,