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考罗琳的新营销计划 The New Marketing Plan of Coraline [2]

论文作者:英语论文网论文属性:调研报告 Research Proposal登出时间:2014-02-23编辑:zbzb点击率:6683

论文字数:1124论文编号:org201402191804518697语种:英语 English地区:美国价格:免费论文

关键词:卡洛琳营销计划化妆品品牌化妆品行业产品销售

摘要:“卡洛琳”作为一个化妆品的品牌是全球最大的美容行业卖家,本文介绍了“卡洛琳”的营销计划,提出了网上购物的模式,并且把销售群体转想了青少年、妇女和儿童,就营销问题进行了探讨。

oblems of Promotion
The relevant low popularity of Coraline ascribes to the ignorance of promotion. In this part the author discusses the problems of promotion by the promotional mix—personal selling, advertising, sales promotion, direct marketing, and publicity.


Personal selling: Direct selling is the current method of Coraline’s marketing and selling. This way will cost a lot of labor and money, but it is the most direct way to promote the product to other down-stream retailers. The effect is the most visualized.


Advertising: Coraline now mainly uses just the website ad and flyers, whose design are not attractive enough to the potential or even to our regular customers. In the current market, there are so many new approaches of advertising. Such as broadcast ad, paper media ad, direct mail ad, website ad, flyers and posters, etc.


Sales promotion: The salesmen must find out the selling points of Coraline as many as possible. Besides the reasonable price, good service is also very important to customers, especially women customers. But do Coraline’s sellers responsible enough to interpret the unique features of Coraline? And do they offer the considerate service for our customers?


Direct marketing: This is the main and traditional method of Coraline, which Coraline needs to use well and do some improvement. In the current global cosmetics market, direct sales takes only 7%, while the other huge 97% are taken by department stores, supermarkets and other retail outlets. Direct mail ad, an approach of e-commerce, which we talk about early, is a new blood of direct marketing. Coraline ignore the magic functions of it in its conventional marketing process.


Publicity: First we need to create a publicity plan. After that a unique selling proposition is necessary. We must know what we will sell and whom we will sell to.  For publicity, we need to employ local reporters and make them become guest to our target and potential customers. And we need to create some ripples


3.0 Conclusion
According to the above discussion and analyses, Coraline has two main weaknesses in its marketing, which leads to the gloomy.


Form the aspect of product, it lakes the products developed and designed for teens or pre teens. Otherwise, it does not take good advantages of its brand. From the aspect of promotion, Coraline still clings to old marketing rules and hesitates to make progress. But the rival will never wait for Coraline. The ignorance of the implementation of fresh promotion approaches will drive Coraline despair in the customers’ vision finally.


4.0 Recommendations
There are some recommendations for Coraline to make progress and achieve success.


4.1 The Power of Product
Coraline needs to make a new market segments and analyze the customers’ needs. More attention should be paid to teens or pre-teens and men. The department of development and research should make more specific products for the specific users.

Besides the quality, brand innovation is essential. Coraline should play the brand cards. A brand consultant is needed to work with marketing team for this battle. The brand of Coraline represents a certain culture, which论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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