文档介绍：MARKETING ON
Written Assignment
Prettygirl pany
Instructor : Clare Sham
Group Members : Ng Kwok Chuen, Dominic
Poon Shing Kuen, Alan
Tsang Nga Ki, Fonita
Wong Wing Kwan, Winnie
Table of Contents
Executive Summary………………………………………..Page 1
1. Introduction ……………………………………..Page 2
2. Mission …………….……………………………..Page 2
3. Current Position Analysis
SWOT Analysis ……………………………….Page 3
PEST Analysis ……………………………….Page 6
4. Positioning and Marketing Objectives ……………Page 8
5. Marketing Strategies
Product strategy……………………………….Page 9
Price strategy………………………………….Page 10
Promotion strategy……………………………Page 11
Place strategy………………………………….Page 14
Conclusion ……………………………………..Page 15
EXECUTIVE SUMMARY
This report develops a marketing plan for pany - Pretty Girl - to expand offline selling to online selling. Pretty Girl is not only pany with outlets selling cosmetics but also a essful brand name. We have attained profit last year. We have kept a loyal and ever-growing customer base ranging between age 18 to 35. As usage has been an irresistible trend, we consider is time for pany to include online selling of some of our products petitive price pared with petitors, Shiseido and MaxFactor. We have set a target to be the market leader of online cosmetics industry within 2 years and get 20% to 30% of market share in online selling.
1. INTRODUCTION
Over the past 20 years, Pretty Girl has built an empire on knowing what women want – to look and feel like themselves, only prettier, more confident. Along the way Pretty Girl continues to address their beauty needs with understanding, innovations and integrity. Owing to high quality of the products developed by our dermatologists and facial care experts, we have essfully built up a brand name in Hong Kong and got the “Ten essful Brand Names Award in Hong Kong”. We have linked “cosmetics” with “PrettyGirl”.
Throughout the years, by selling our Pretty Girl products in our extensive retailing outlets petitive pric