Off the beaten track Breakthrough - BFM Marketing Planning Case.docVIP

 PAGE \* MERGEFORMAT 9 Off the beaten track Breakthrough - BFM Marketing Planning Case Preface At present, the cosmetics industry as much as 3 Makes Efforts to Improve manufacturing enterprises, but also indicates that as many as thousands of cosmetics brands. Apart from some well-known brands, and more are unknown, or short-lived products flooded the market, the idea is Baxianguohai, recount. In the highly competitive market environment, ‘BFM’ cosmetics, how can its way to Breakthrough? Quickly established a business base? 1, BFM’s marketing problem ‘BFM’ by Beijing of a series of cosmetic companies produce go cosmetics, began in 1997 in Jiangxi, Shandong, Sichuan listed. Listed more than two years, the network across the country to spread, but the market has long been a rather dynamic, sales is low, typical of extensive cultivation. 1, the product status The company owns five product lines - face wash category, Cream skin type, emulsion type, special effects classes, make-up class. Products are common and popular products and packaging in order to emerald green as the keynote at the counter array is more eye-catching, easy to grab consumer’s attention. Question: (1) Product strength is not strong (2) the lack of the concept of product demand, there is no fist products (3) product selling point is not clear-cut (4) the lack of brand image 2, promotions, status ‘BFM’ marketing strategy is to use the terminal push strategies to the terminal mainly driven by human power. Sales promotion, limited to the conventional counter and malls take Taiwan to promote it. Question: (1) Promotion means a lack of new ideas (2) in a piecemeal manner, activity without scale, no momentum. 3, the market positioning and operating conditions of ‘BFM’ series of products the market retail price is generally between 40-60 yuan, with the highest price of products Eye 93 yuan, the lowest product isolation moisturizing cream 18. The company currently engaged in developing