飘柔市场营销中英文分析.docVIP

Rejoice Introduction: In October 1989, as a brand of procter gambles, float soft into China. For 16 years, float soft has been the leading brand of Chinese shampoo market, become a part of the Chinese womans life. The most beautiful, silky hair rejoice in the article is different from western consumers, in the mind of the Chinese women, beautiful hair standard always will be a little deleterious, smooth and easy to comb. Trends come and go, but this has never changed. Thats also rejoice for 16 years, has been committed to bring Chinese women. Challenge the soft limit, constantly bring people up very smooth experience, that is to rejoice. Calm in the face of pressure, be confident and polished look, will be the best to show yourself in front of the world, this is the women to rejoice..( 1989年10月，作为宝洁旗下的品牌，飘柔进入中国。十六年来，飘柔一直是中国洗发水市场的领导品牌，成为中国女性生活的一部分。“柔顺的秀发最美丽” 飘柔之定位篇与西方消费者不同，在中国女性的心目中，美丽秀发的标准永远都是柔柔亮亮，顺滑易梳。潮流来来去去，惟独这点从未改变。这也正是飘柔十六年来一直致力带给中国女性的。 挑战柔顺极限，不断带给人们升极的柔顺体验，这就是飘柔。 从容面对压力，保持自信优雅的形象，将最美好的自我展示在世界面前，这就是飘柔女性。) Strategic focus and plan: mission:We are aim at satisfying the consumers’need of functional diversity of the shampoo and taking care of the public life. goals:⑴nonfinancial goals: ①retain its present image as high quality but cheap products In the shampoo categories in which it competes. ②add a new product every 2 or three years. ③further promote its popularity and penetrance.(渗透率） ⑵financial goals: retain 15% share of the shampoo market in the future. core competency and sustainable competitive advantage: Low price along with high quality,wide popularity and awareness. Situation analysis: SWOT analysis: Strength ⑴The price and quality of the product is consistent. 产品价格与质量比较吻合，基本做到优质优价。 ⑵It has entered the Chinese market for a long time and has a larger market awareness and penetration. 进入中国市场的时间较长，具有较大的市场认识度与渗透率。 ⑶It has a variety of products , strong brand research and developme