多芬广告策划与文案（Dove advertising planning and copywriting）.docVIP

下载本文档

23
0
约 10页
2018-05-01 发布于河南
举报
版权申诉

多芬广告策划与文案（Dove advertising planning and copywriting）.doc

1、原创力文档（book118）网站文档一经付费（服务费），不意味着购买了该文档的版权，仅供个人/单位学习、研究之用，不得用于商业用途，未经授权，严禁复制、发行、汇编、翻译或者网络传播等，侵权必究。。
2、本站所有内容均由合作方或网友上传，本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺！文档内容仅供研究参考，付费前请自行鉴别。如您付费，意味着您自己接受本站规则且自行承担风险，本站不退款、不进行额外附加服务；查看《如何避免下载的几个坑》。如果您已付费下载过本站文档，您可以点击这里二次下载。
3、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等，请点击“版权申诉”（推荐），也可以打举报电话：400-050-0827(电话支持时间：9:00-18:30)。
4、该文档为VIP文档，如果想要下载，成为VIP会员后，下载免费。
5、成为VIP后，下载本文档将扣除1次下载权益。下载后，不支持退款、换文档。如有疑问请联系我们。
6、成为VIP后，您将拥有八大权益，权益包括：VIP文档下载权益、阅读免打扰、文档格式转换、高级专利检索、专属身份标志、高级客服、多端互通、版权登记。
7、VIP文档为合作方或网友上传，每下载1次，网站将根据用户上传文档的质量评分、类型等，对文档贡献者给予高额补贴、流量扶持。如果你也想贡献VIP文档。上传文档

这是精心收集的精品经典资料，值得下载保存阅读！

多芬广告策划与文案（Dove advertising planning and copywriting） This article is contributed by ilouc DOC documents may experience poor browsing on the WAP side. It is recommended that you first select TXT, or download the source file to the local view. Dove shampoo advertising planning and copywriting 1 Preface 1.1 shampoo is the largest class of products in personal care products, China shampoo market experience from a single species, a simple function to multi brand development process, fully functional, become the worlds highest shampoo production and sales volume of the country. At present, China has more than 2000 shampoo manufacturers, the domestic market shampoo brand of nearly 4000. Chinas shampoo market is a mature market. With the development of economy, there is still a big potential market for shampoo products. Procter Gamble is outstanding in shampoo products in the market, which in China washing products market share of 60, almost a monopoly? China washing market, but the market is anti dandruff shampoo shampoo market giant, accounted for 60 market share?. In the fierce competition in the market environment, and gradually formed a Head and Shoulders occupy half of the country, other brands have to find some form of market breakthrough. Therefore, Unilever launched to repair the damage as a selling point to Dove shampoo, and Procter Gamble Head and Shoulders compete. 1.2 Dove enterprise background, in 1995, Unilever launched Dove beauty soap. In the same year, a dermatologist at the University of Pennsylvania demonstrated that Dove beauty soap is much less dry and stimulating than the other soaps. As a basis for this study, Dove began a fierce marketing campaign against doctors, and twenty-five percent of Doves beauty soap users were bought by doctors. By the middle of the 1980s, Dove had become the best selling soap, and priced more expensive than regular soap. At present, Unilevers beauty soap sales reached $330 million, accounting for 24 of the market share,