CTF(周大福珠宝)

2019/8/18MarketingMixAnalysisofCTF外国语学院2013级2班商务英语甘颖黄旭黄晓玲刘瑶刘力立刘雪梅contentCompanyprofileProduct(一)developmentofwaterflowers(二)漩舞mainproducts(三)productslifecyclePrice(一)priceobjective(二)pricestrategy(三)nonpricestrategy(四)benefitsofmembershipPromotion(一)advertising2019/8/18content(二)personalselling(三)salespromotion(四)publicrelationsandpublicity(五)wordofmouthPlacement(一)distributionflowsheet(二)virtualflagshipstore(三)transportandpackage2019/8/18CompanyprofileLimitedcompanyawhollyownedAffiliatedCompaniesZhouDafugroup.foundedin1929productWaterflowerseries{水中花系列}•全新周大福“水中花”系列，将“水”与“花”两种元素巧妙融合，以不变的铂金材质勾勒灵动恒久之美，演绎出“漩舞“、”花绽“、“结蕴”、“落英“、”汀兰“、”潋滟“等6套铂金及铂金镶钻饰品。主打款“漩舞”设计时尚优雅，形似翻卷回漩的水花，萦绕于中心一点轻舞回转，恍如在瞬息万变的世界里，女性内心对美好自我的不变追求.（一）DevelopmentofWaterflowerseries{水中花系列}•GeneratingnewproductideasTheworldvariesfromminutetominute,whilewomenadheretotheself,guardingtheheartoftheeternal.•ScreeningTechnologicalfeasibility:Ourcompanyhasfoundedfor85years,wehavetechnologicalsuperiority.Marketability:Women’seconomicpositionisenhanced.Theyneedanewproducttobetheireternalguardian.•TestingworkingwithPGIandLifeStyleinvitingstars•Commercializationsoldinofficialshipandoutlets（二）漩舞(mainproducts)•Mosaic:Pickset爪镶•Material:platinum/PT950anddiamond•Weight:1-29points•Type:forwomandiamond:Color:HClarity(净度）：SI1-2CaratWeight：1point2019/8/18（三）ProductLifeCycle2019/8/18（三）ProductLifeCycle•Introduction•Whenourproductsarefirstintroducedtothemarket,largesumsofmoneyareusuallyallocatedforpromotionandprofitstendtobesmallandevenlossesmayoccur.•Becausetherearesomanycompetitors,weusepenetrationstrategytoenterthemarketquickly.2019/8/18（三）ProductLifeCycle•Growth•Atthisstage,salesincreasequicklyandprofitsbegintopourin.•Maturity•Theproductentersintothethirdstagewhichtheproductsbecomesmatureandthemarketgetssaturated.•Decline•Thedemandfortheproductcontinuestofallandsodoesthesalesvolume.Price2019/8/18PricingObjectives•Sales-orientedObjectives•Marketshareisthemajorconcern.•Follow-the-leaderObjectives•Weconcentrateeffortsonthepromotionaltoolssuchasadvertisingandoackaging.PricingStrategies•PenetrationStrategy•PricingLiningStrategysize2.52g12号圈口2.57g14号圈口2.46g11号圈口2.68g15号圈口2.49g10号圈口2.55g13号圈口priceRMB2090.00RMB2185.00RMB2090.00RMB2261.00RMB2185.00RMB2185.002019/8/18NonpriceStrategy•EstablishRelationshipBenefitsofMembership•工费打折•1）周大福千足金产品工费7折•2）周大福珠宝镶嵌首饰一口价95折•3）K金铂金镶嵌类的95折•4）可享有CTF2，COCO会员权益，素银类88折•积分到限额可以换东西Promotion（一）Advertising（二）PersonalSelling（三）SalesPromotion（四）PublicRelationsandPublicity（五）WordofMouth（一）Advertising341.38万元509.65万元1005.86万元1112.11万元657.97万元193.45万元•newspaper•Television54000元78000元82000元•Magazines《PerfectLife》《时尚·橘子》《北京青年周刊》《MING明日风尚》《安25ans》•InternetIt'sconvientandusefultouseInternet,suchasweibo,wechat.singlemedia11.Nolightingbillboard.2.Lampadvertisementboardsubway1.Tracksadvertising.2.Channeladvertising3.Thestationhalladvertising4.Ladderadvertising5.Platformadcertisingadvertisingofbussheltervideomedia1.electronicboard234•OutdoorMakePresentation4Approach3Prospect1Qualify2Close6HandleObjections5（二）PersonalSelling67Folloe-upFindoutpeoplewhoaremostlikelytobuyjewelery.Confirmthatifthesepeoplewillbuyourproducts.Askpeoplewhichkindofproductsdotheywanttobuy.Knowpeople'sneedsandshowtheproduct'sstyle,colour,sizeandotherfeaturesanduses.Ifpeoplehavequestionsofproducts,wemustdealwiththemandmaksurethatcustomersaresatisifiedwithourproducts.Thencustomerswilldecidetobuyornottobuy.Aftercuatomers'payment,weshouldestablishlongtermrelationshipwiththem.couponsWewillgivediscounttoVIPs.Forcommoncustomers,wewillgivethemdiscountwhenspecialdays.（三）SalesPromotion•exhibitionWealsoholdmanyjewelryexhibitionstoshowourcompany'sdevelopmentanduniqueculture.•sponsorshipentertainmentBAZAAR明星慈善夜上海国际田径黄金大奖赛（2009）2019/8/18（四）PublicRelationsandPublicity•makefulluseofTVadvertisement,newspaperandmagazines（五）WordofmouthItisoneofthemosteffectivetoolsforpromotion.Itcanincreasesales,expandthebrandinfluenceandpreventnegativewordofmouthfromspreading.•runbusinesshonestly•transformtheshopbusinesstoacorporateoperation”,andplaythecustomerfirstmarketingideatotheutmost,whichhaswonwideacclaim.•MakethebrandmeettheneedsofcustomersbybrandyouthlizationPlacementDistributionflowsheet(一）VirtualFlagshipStore•Fast,convenient,cheap•Inlinewiththeurbanconsumers,especiallyyounggenerationlivinghabits•Providingdifferentconsumerswithawideselectionofregionalequality•Themainforceoftheonlineshopping,theyoungergeneration,haveenteredtheageofmarriage,thepurchasingpowersignificantlyenhanced*LogisticsdistributionmodeOnlinedistribution:SFExpressandEMSOfflinedistribution:Ifyouchoosetoselfstylepickup,youcangetitinourphysicalstoresnearbyyouwithyourIDcardafterpayingitonline.(二)PhysicalStoresModernchainmanagementmethods:(现代连锁经营方法）1.Shop(自营店）2.Franchise（特许加盟店）3.jointventurestores（合营店）accountsfor1/3ofthetotalEach*Differentregionshavedifferentprinciplesofoperation•Urbanmarket:franchisedstore•Ruralmarket:Brandcounters(Lowerpurchasingpower)*Fromthewholesaletoretailoriented•Widerdistribution,contactmoreconsumergroups•Increasebrandvisibility