品牌重塑项目计划书(英文毕业论文)[1]

Proposalforreshapingtheshampoobrand“Venus”ContentsExecutiveSummary..................................................................................1Introduction...............................................................................................1FindingsandAnalysis...............................................................................21.Strengths...........................................................................................22.Weaknesses.......................................................................................23.Opportunities....................................................................................24.Threats...............................................................................................35.ProductStrategy................................................................................36.Advertisingplan................................................................................37.SalesStrategy....................................................................................48.CostBreakdown(UnitofMeasurement:RMByuan)......................49.Benefits.............................................................................................510.RisksandManagementPlans.........................................................5Conclusion.................................................................................................61ExecutiveSummaryDuetothereputationoftheproducthasdeclined，themarketshareofbrand“Venus”iscontinuingtodecline.Asaresult,VenusShampooCompanyisfacingaseriouscrisis.Thecompanyhasachoiceoftwomarketingprograms——pricecutsorreshapethebrand.AftertheanalysisofthemarketsituationandtheSWOTanalysisof“Venus”ShampooCompany,wedecidetoadoptthemarketingplanofreshapingthebrand.“Venus”ShampooCompanywillimplementtheplanthroughaseriesofadsandproductupdatestrategysoastoreshapethebrand.Themarketingplanwillcost2,000,000yuan.Throughtheimplementationofthisplan,Venuswillonceagainbecomeoneofthemostwell-knownshampoobrands.Besides,thesalesvolumeof“Venus”shampooisexpectedtoriseby25%,andthecompany'sprofitwillriseby15%.IntroductionThebrandofVenusisbornin1990,whichaimedatthosefemaleconsumersagedbetween15and30-year-old.Itgavepeopletheimpressionoffashion,romantic.Shortlyafterthecompanywasfounded,itexperiencedarapidexpansionofmarketshare.Asaresult,Venus”,whichwasastrongregionalbrandofGuangdongProvinceatfirst,becameintooneofthenationwidemajorbrands.Ithadamarketshareof4%soon.Andmorethanadecade,Venuskeptonmaintainedthe4%Marketshare.Overtheyears,thebasisproductofVenusandthepackaginghavemadeseveralchanges,buttheappearanceoftheproducthaveneverbeenchanged.Furthermore,theadvertisementof“Venus”——Venus:aromanticproductcomesfromEurope——alsohasneverbeenchanged.In2006,themarketshareof“Venusstartedtodeclineslowly.Until2008,twoyearsafterthedeclinehappened,the“Venus”ShampooCompanybegantopayattentiontothisproblemseriously.ItisclearthatVenusShampooCompanyisfacingtheproblemofbrandaging.Duetointernalandexternalreasons,thebrandmeetsaseriesofprobleminmarketcompetitionsuchasthedeclineinreputation,sales,aswellasmarketshare,iscalledbrandaging.Brandagingcausesenormousharmtobrandowner,makingthebrandownerslostpartofitsregularcustomers.Andthistrend,onceformed,itwouldbedifficulttoreverse,asifitentersasituationasgrave”,saidDavidAaker,whichischaracterizedas:everyoneknowsthisbrand,namelyitisafamousbrand,butpeopledonotrememberitwhenmakepurchasedecision.Thebestsolutiontosuchaproblemistoreshapethebrand.Throughaseriesofadvertisingandproductupdate,wecanreshapetheVenusasahigh-end,fashion,tastefulshampoobrand.FindingsandAnalysis1.StrengthsWethinkthatthestrengthsarecrucialinreshapingthebrand.Thereforeweshouldtakeadvantagesoftheexistingstrengthsthoroughlysoastosavethebrandandrescuethe“Venus”ShampooCompany.Thesestrengthscanbeillustratedinsuchfactorsas:Theproductsofthisbrandaresoldalloverthecountry,anditisstillanationwidebrandwhichhasamarketshareofnearly4%.ThebrandhasamysteriousandromanticEuropeanstyle,whichgivespeopletheimpressionoffashion,romanticandtasteful.Thebrandhasalonghistory;asaresult,ithasagreatnumberofloyalcustomers.Thecompanyhasstablechannelsofadvertisingandanexperiencedadvertisingteam.ThecompanyhasanexperiencedR&Dteam.Furthermore,itisdevelopingakindofnewshampoonow.2.WeaknessesHowever,wethinkthattheweaknessesarevitaltooinreshapingthebrand.Thereforeweshouldmakeaclearunderstandingoftheexistingweaknessessoastomakeupforthesedeficiencies.Theseweaknessescanbeillustratedinsuchfactorsas:Thekindsofproductswhichthe“Venus”ShampooCompanyprovideforconsumersareveryfew.Thebrandimageof“Venus”isoutdated,anditsattractivenesshasgonedown.Duetothepoorinternalcommunicationofthe“Venus”ShampooCompany,itisexceedinglydifficulttoreachconsensusbetweendifferentdepartments.Thecompanyhasonlyonesalesmodel,whichcannotsuittothechangesinconsumerbuyingpatterns.Thecompany'sstaffsarelackofawarenessofthetrendofconsumptionandarenotsensitivetochangesinthemarket.3.OpportunitiesOpportunitiesareexternalfactorswhicha