Skincare brand planning - - - 16 years planning focus on cosmetics

2018 commonly used brand planning process of ten brand is the symbol of a complex. It is a brand attributes, name, packing, price, history, reputation, advertising the intangible sum. Brand at the same time as consumer impression of its users. Brand planning and establishing the ten steps of: step 1: understand the industrial environment, confirm their own weaknesses, decided to 'core' business after a long time of mergers and acquisitions and mergers and acquisitions of listed companies, in fact caused by a situation, is that they have too many products, don't know where is their core interests, as if their core interests are assets operation. Step 2: enterprise itself needs to have a goal, this goal is at least five years to ten years, perhaps in China's market for at least five years, it has a goal is a premise must be bold and be mature as Disney built is very clear, is to bring joy to the world. SONY at the beginning of the early goal was very clear, it is going to sell the products to all over the world, change the impression of the quality of their products in the west. These are very big, such as Nike, Nike's goal is very clear at the outset, I want to beat the adidas, goal was very clear, in fact it really over the next 10 years than the adidas. I think in China, the enterprise needs to quickly achieve goals with concept of consensus. Step 3: complete enterprise identification form maintenance management system in general to face CI change when the most main is to ask a few questions, if you know your company existing staff long-term goals? What are your values? How many people to speak out? If you know, the director of the unit you attempt to the enterprise in where? Do your suppliers or dealers know what kind of company we are? How customers see your corporate image? Answer not to come out, these problems are likely to need to do the CI. Step 4: identify the brand relationship with the consumer if the enterprise itself is facing a lot of consumer, your third step may have to switch to the fourth step, is to make sure your product brand relationship with consumers. Step 5: brand strategy/brand identity to see it all from the big platform Angle, you whether the brand is to be towards the brand around the world, or brand, national or regional brand, these are the strategic issues, you know what is your basic brand strategy, is a single brand strategy or multiple brands strategy, is the parent brand or deputy brand, is the enterprise brand and product brand. When you can answer these questions in front of the clear after, brand recognition system can be adjusted. On the brand architecture is, in fact there are several types of system with type identification, the associated type recognition, the recognition of individual brand. Integration type recognition is to use the same brand, the advantages of using the same image, but his disadvantage is that you can extend areas may be limited. Relational identification is the basic of all trademark business group, there are some common elements, but can do small changes to the difference between each other. But fewer people to do so. Don't brand recognition are all different business group respectively in accordance with the industry attribute of the development of independent brand. Advantage is different company can form their own brand positioning, respectively, but his weakness is in the total cost of resources, is higher, and it is difficult to ascend to the parent brand. Step 6: brand responsibility and organization operation. We met one of the biggest problems is the organization's operation is not clear, exactly where brand responsibility, a lot of company's brand responsibility in news center or advertising companies, etc. , I think it is not reasonable. Another big problem is a function of marketing or business and communication in many enterprise is separated, this is very dangerous, actually it is very difficult to maintain a brand's prestige. A lot of decision-making process is not clear, brand is the company's vice President of abroad led to do the final decision. Across the IT function is more and more strong, can play a good role actually implement training system. Step 7:360 degrees of integrated marketing communication planning and execution. Integrated marketing communication commonly preferred in four aspects: advertising, public relations, sales promotion, direct marketing. Enterprise in the future, with real enterprise competition between each other the key is how much have you mastered the creditworthiness of the customer, the customer is more than a light must have the list, but to deeper understanding, of his life, his sense of values, and what is the relationship between brand with you, these are the key to the future. Step eight: direct contact with consumers, continued to record, to establish a live customer database, and establish a brand loyalty, I believe most of the product category is that 20% of customers buy 80% of sales, so our challenge is how do you get the 20% customer database, at the same time, more and more data to prove for new customer cost is the cost of maintaining an old customer than high many, when you go to develop new customers, the company's operating profit is bound to decline, the fact that these are very important.