Six strategies of cosmetics marketing;
Cosmetics marketing strategy 1. Unique selling point
If you want to stand out among many homogeneous products, it is essential to publicize and position unique selling points and propositions, and whether the promised benefits can get to the point. It is related to how long a product can go in the market and whether it can leave an effective memory for the target consumers. As we all know, an advertising language? Dr. Bai, does it make you white? In the period when many cosmetics are still ignorant, they clearly put forward their own selling points, the purpose is to remove spots and make you white. In a word, deeply rooted in people's hearts and impressed sellers.
Cosmetic marketing strategy II. experiential marketing
A marketing form that takes experience as the center and creates brand-new and beautiful value for customers. Through the personal experience and feelings brought by consumers around the products, people can realize the material gains and emotional enjoyment of the products. Generally, it is carried out by trying clothes, trying clothes, trying drinks and other ways to serve customers. Because the personalized needs are met, the communication and interaction between the two parties are established, so that the functions of the products are quickly accepted by consumers and a lot of advertising expenses are saved. As the founder of Revlon said: We are not selling lipstick, but hope. ?
Marketing strategy of cosmetics. Promote innovation
Can facial mask and eye mask be used as soon as they are on the market? China Vichy? From then on, its performance became popular, which established its brand position in the field of basic skin care of Chinese herbal medicine in China. However, with the advent of masks such as saffron, Zeping, Kebel, Ocean Legend and Suer, it has a great impact on their brands, so a series of innovative promotion methods can be adopted.
Marketing strategy of cosmetics. Redefine the goal.
Lan Zhiyang believes that this is also one of the ways to reposition the brand. When the existing brand image and functional demands can't attract the original consumers, we should re-find the target consumers, that is, those who are interested in the benefits provided by the brand, and take this as the goal, so that the brand can also get new development opportunities. Of course, this requires a full understanding of the product and the market, otherwise even if it is repositioned and the target is not found, it will still be of no help.
Cosmetic marketing strategy v. service marketing
Some cosmetics emphasize the ability to design products, services and communication methods for individual customers on the basis of market opportunities for service customization and service innovation, and on the basis of revitalizing existing resources. This requires marketers to carefully observe customers who come to buy, tell consumers what they need in one sentence, convince consumers, highlight their professionalism, and then introduce products to consumers so that they can identify with and buy their own products.
Marketing strategy of cosmetics. Differentiated appeal
To consider whether a product has a marketing advantage and whether its unique publicity means has a strong impact and lethality on consumers, the key lies in whether differentiation can highlight the functional extensibility brought by the radiation of car body brand through the interception of publicity, in addition to seeking a breakthrough in publicity in competing products, and finding another way.
Cosmetic marketing promotion skills:
First, the special price
Special price or discount is a promotion method that directly discounts the existing price of goods. Ordinary discounts range from 5% to 20%. Too big or too small will cause customers to doubt the authenticity of promotional activities. Moreover, this special promotion is usually time-limited, and the special time and place will generally be indicated. Of course, this does not include special promotions such as 50% off clearance.
Second, coupons (vouchers or discount coupons)
Coupon is a means to encourage manufacturers and retailers to buy from consumers. For example, when customers spend a certain amount of money, they will be given valuable discount coupons for re-shopping. Usually, such coupons can only be used in designated areas and designated categories. Usually, you can only buy those goods within the normal price range, and you can't use them for special sales. When using this voucher, customers need to make up cash for the excess price; Coupons cannot be exchanged for cash, and the insufficient part cannot be exchanged for cash when used.
Third, gifts
Gift means that customers can get extra gifts when they buy a commodity, which can be the same commodity or different commodities or articles, in order to make customers feel that they are worth the money and cost-effective.
Fourth,? Rebate? to promote sales
For consumers? Rebate? It is not cashed when consumers buy goods, but can be completed through certain steps. It is a reward and feedback for consumers to buy products. Usually, the discount sign is attached to the product packaging or printed directly on the product packaging. For example, common built-in scratch cards, bottle cap exchange and so on. After consumers buy goods with rebate marks, they need to redeem prizes at designated places with rebate labels. Now is the electronic age, many manufacturers have developed electronic promotion methods, which require consumers to log on to the home page or website, enter the product number or specify the number, participate in activities or win prizes. We also put it in the category of rebate promotion.
Verb (abbreviation of verb) lottery promotion
Consumers get lucky draw qualification by purchasing products from manufacturers, and then determine their own reward amount through lucky draw. Bonus sales is an attractive means of promotion. Because once consumers win the prize, the value of the prize is very attractive, and many consumers are willing to try this risk-free prize-winning purchase activity. The setting of prizes should be attractive enough to consumers, and the design of graded awards should be reasonable. The calculation of the lottery rate cannot be less than a certain proportion, otherwise it will make consumers feel false. At present, China's laws stipulate that the amount of a single bonus for sales with prizes should not exceed 5,000 yuan. In addition, in order to improve the credibility of prize-winning sales, the organizers of large lottery tickets generally ask notaries to supervise the lottery site and publish the lottery results in local newspapers with large circulation.