品牌重塑项目计划书英文毕业论文.pdf

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毕业论文
RUSERredactedonthenightofDecember17,2020
Proposalforreshapingthe
shampoobrand“Venus”
Contents
ExecutiveSummary
Duetothereputationoftheproducthasdeclined,themarket
shareofbrand“Venus”,
"Venus"
choiceoftwomarketingprograms——pricecutsorreshapethebrand.
AftertheanalysisofthemarketsituationandtheSWOTanalysisof
“Venus”ShampooCompany,wedecidetoadoptthemarketingplanof
reshapingthebrand.
“Venus”ShampooCompanywillimplementtheplanthrougha
seriesofadsandproductupdatestrategysoastoreshapethebrand.
Themarketingplanwillcost2,000,
implementationofthisplan,"Venus"willonceagainbecomeoneof
themostwell-,thesalesvolumeof
“Venus”shampooisexpectedtoriseby25%,andthecompany's
profitwillriseby15%.
Introduction
Thebrandof"Venus"isbornin1990,whichaimedatthosefemale
consumersagedbetween15and30-year-
impressionoffashion,
founded,
result,"Venus”,whichwasastrongregionalbrandofGuangdong
Provinceatfirst,
hadamarketshareof4%,"Venus"kept
onmaintainedthe4%,thebasisproduct
of"Venus"andthepackaginghavemadeseveralchanges,butthe
,the
advertisementof“Venus”——"Venus:aromanticproductcomesfrom
Europe"——,themarketshare
of“Venus",twoyearsafter
thedeclinehappened,the“Venus”ShampooCompanybegantopay
attentiontothisproblemseriously.
Itisclearthat"Venus"ShampooCompanyisfacingtheproblemof
,thebrandmeetsa
seriesofprobleminmarketcompetitionsuchasthedeclinein
reputation,sales,aswellasmarketshare,iscalledbrandaging.
Brandagingcausesenormousharmtobrandowner,makingthebrand
,once
formed,itwouldbedifficulttoreverse,asifitentersasituation
as"grave”,saidDavidAaker,whichischaracterizedas:everyone
knowsthisbrand,namelyitisafamousbrand,butpeopledonot
rememberitwhenmakepurchasedecision.
Thebestsolutiontosuchaproblemistoreshapethebrand.
Throughaseriesofadvertisingandproductupdate,wecanreshape
the"Venus"asahigh-end,fashion,tastefulshampoobrand.
FindingsandAnalysis

Wethinkthatthestrengthsarecrucialinreshapingthebrand.
Thereforeweshouldtakeadvantagesoftheexistingstrengths
thoroughlysoastosavethebrandandrescuethe“Venus”Shampoo
:
Theproductsofthisbrandaresoldalloverthecountry,and
itisstillanationwidebrandwhichhasamarketshareof
nearly4%.
ThebrandhasamysteriousandromanticEuropeanstyle,which
givespeopletheimpressionoffashion,romanticandtasteful.
Thebrandhasalonghistory;asaresult,ithasagreat
numberofloyalcustomers.
Thecompanyhasstablechannelsofadvertisingandan
experiencedadvertisingteam.
ThecompanyhasanexperiencedR&,itis
developingakindofnewshampoonow.

However,wethinkthattheweaknessesarevitaltooinreshaping


weaknessescanbeillustratedinsuchfactorsas:
Thekindsofproductswhichthe“Venus”ShampooCompany
provideforconsumersareveryfew.
Thebrandimageof“Venus”isoutdated,andits
attractivenesshasgonedown.
Duetothepoorinternalcommunicationofthe“Venus”
ShampooCompany,itisexceedinglydifficulttoreach
consensusbetweendifferentdepartments.
Thecompanyhasonlyonesalesmodel,whichcannotsuitto
thechangesinconsumerbuyingpatterns.
Thecompany'sstaffsarelackofawarenessofthetrendof
consumptionandarenotsensitivetochangesinthemarket.

Opportunitiesareexternalfactorswhicharebeneficialtothe

forustoreshapethe“Venus”
illustratedinthefollowingfactors:
Throughouttheshampoomarket,customerbuyingpatternsare
verydifferent,andwecanmakeuseofthischaoticsituation
toreshapethebrand.
Allotherproductsonthemarketarelackofwinningstrategy,
namelythereisnotanybrandwhichhasformedthemonopoly
positiononthemarketyet.
Duetothedeclineinbrandloyaltyofcustomers,onesingle
brandcannotoccupythewholemarket.

Threatsareexternalfactorswhichareharmfultotheimplement

the“Venus”
followingfactors:
Theretailersdonotsupportthe"Venus"brandasbefore.
Comparedwiththepast,manymerchantshaveloweredthe
"Venus”shampoo’sshareofshelfspace.
,
manynewproductshaveemerged,andtheyalltryingtograb
marketshare.

Firstofall,letusanalyzeandpositiontheproductsof
“Venus”
thatthe"Venus"ShampooCompany’sexistingproductbelongstothe
cash-,buthighmarket
sharemakesitthecompany’smainsourceofcashincomeinshort
,
productthatthe“Venus”ShampooCompanyisdevelopingmaybe
,throughmarketresearch,we
becomeawareofthatthegreenproductisthesymbolofhigh-quality
intoday',webelievethat,basedoncurrent
consumptiontrends,the“Venus”ShampooCompanyshoulddevelopa
kindofgreenproductimmediately,anddevelopitintoakindofstar
,wehaveformulatedthe
followingproductstrategy.
Definetheexistingproductofthe“Venus"ShampooCompany
as"ClassicSerial",soastopreventthelossofloyal
customers.
BringthenewkindofproductwhichtheR&Dteamis
developingnowintothemarketassoonaspossible,and
defineitas“FashionSerial”.
Immediatelystarttodevelopakindofgreenproduct,and
defineitas"GreenSerial".

Intheprocessofreshapingthebrand,advertisingplaysan
"Venus"ShampooCompanyneedsto
implementanationwideadvertisingcampaignsothatmoreandmore
consumerswillbeawareofsuchashampoobrandanditsproducts.
Basedontheaboveanalysis,wehaveformulatedthefollowing
advertisingplan.
Choosesomeofthemassmediaasadvertisingmedia,.
televisionadvertising,themagazineoflife(especially
popularfemalemagazine),FashionTVprograms,outdoor
billboards,busbodyadvertisementandsoon.
Conveneanumberofnewsmediasoastoholdapress
conferenceofnewproducts.

Throughmarketresearch,weknowthat,themarketingchannelsof
"Venus"shampoohavealwaysbeenthesupermarketsandretailstores.
However,intoday'sshampoomarket,consumerbuyingpatternsare
,thesinglesalesmodelofthe
“Venus”ShampooCompanyobviouslyisunabletosuitforthechanges
ofconsumers’,accordingtothefeedbackof
salesforce,weareawareofthattheretailersdonotsupportthe
"Venus",many
merchantshaveloweredthe"Venus”shampoo’sshareofshelfspace.
Tosolvetheseproblems,wehaveformulatedthefollowingsales
strategy.
Providemoreprofitsforretailerstoimprovethe

“Venus”brandanditsproducts.
Exploreanddevelopmoreandmoremarketingchannels,suchas
setupsomespecialcountersinhigh-endsalons,high-end
,wecanbuildan
onlinetradingplatformfor“Venus”.
Providecustomerswithhighqualityafter-salesservice.
High-qualityafter-salesserviceisasymbolofhigh-end
brands,
somemeanstoimproveourafter-,
weshouldopena24-hoursservicehotlineforcustomersand
makesurethatthereisactuallysomeonewhowillanswerthe
consumers’complaintsorquestions.
Implementthecustomerrelationshipmanagement(CRM).
Customerrelationshipmanagement(CRM)isaboutunderstanding
thenatureoftheexchangebetweencustomerandsupplierand

considerationbetweensupplierandcustomer,butalso

tooptimizecommunicationbetweenpartiestoensure
profitablelong-termrelationships.
Useavarietyofpromotionalmeans
(UnitofMeasurement:RMByuan)
Accordingtotheestimation,theplanwillcost2,000,000yuan
whichincludeR&Dcosts,advertisingcosts,andoperatingexpenses
:
R&Dcosts:TheR&Dofnewproductswillcost400,000yuan.
Advertisingcosts:Thecostofadvertisingincludingtelevision
advertisingexpenses,magazineadvertisingexpenses,outdoor
billboardsexpensesandbusbodyadvertisingexpenseswouldreach
1,200,000yuan.
Televisionadvertisingexpenses600,000
Magazineadvertisingexpenses400,000
Outdoorbillboardsexpenses100,000
Busbodyadvertisingexpenses100,000
Operatingexpenses:Thecostofcarryingouttheplanwouldbe
100,000yuanwhichincludemanagementcosts,financecostsand
entertainmentcosts.
Promotioncosts:Thecostofpromotionwouldbe300,000yuan.

Suchabrand-reshapingplanwilleffectivelymakeuseofthe
“Venus”ShampooCompany'sexistingresources,whichincludethe
high-endbrandimageof“Venus”,theexistingproduct,thenew
productthattheR&Dteamisdevelopingnow,theexistingmarketing
channels,,theimplementationofthisplan
,
theplantakesfullaccountofthecompany'sproblemsandgives
recommendationsforimprovements.
Webelievethatthroughtheimplementationoftheplan,the
"Venus"brandcanbesaved,anditwillonceagainbecomeoneofthe
mostwell-,thesalesof“Venus”
shampooareexpectedtoriseby25%,andthecompany'sprofitwill
riseby15%.

However,weshouldalsotakeaccountoftheriskswemight
,someofthe
company'semployeesmayresisttheimplementationoftheplan;the
staffswhowilloperatethedetailsmaynotunderstandthepractical
situationsothattheplanwillbecarriedoutindifficulties;due
tothepoorinternalcommunicationofthecompany,itmaybe
exceedinglydifficulttoreachconsensusbetweendifferent
departments.
Althoughitisimpossibletoeradicatealltheriskatonce,it
,wehavedrawnup
somemeasurestopreventtherisksoccur.
Lettheemployeesparticipateintheinvestigationandthe
implementationoftheplansothattheymayfullyunderstand
theneedfortheimplementationoftheplan.
Accompaniedwiththeimplementationoftheplan,carryouta
stafftrainingcourse,sothatthestaffswillacquirenew
knowledgeandskillstoadapttothechangesbroughtbythe
implementationoftheplan.
Strengthenthecommunicationbetweendifferentdepartmentsof
thecompany,soastocreateaharmoniousworkingenvironment.
Conclusion
Asaconclusion,thebrand-reshapingplanwillbepracticable
,
the"Venus"
productupdate,wewillreshapethe"Venus"asahigh-end,fashion,
,thesalesvolumeof“Venus”
shampoowillrisequickly,andthecompany'sprofitwillgrowup
sharply.
Lastly,Iwouldliketomeetwithyouatanytimethisweekto
discussthisplanthoroughlyandwouldbewillingtoexplainany
detailsandprocedures,ortoprovideanyadditionalinformationor

thisproject.