Effective Advertising Tactics to Promote Sales of Crest

1、effective advertising tactics to promote sales of crestsubmitted by zhang yingstudent id number w2006a3101j0002supervised by sun yia thesis submitted in partial fulfillment of the requirements of the degree of bachelor of artsthe institute of online educationbeijing foreign studies university北京外國(guó)語大學(xué)

2、網(wǎng)絡(luò)教育學(xué)院學(xué)士學(xué)位論文誠(chéng)信聲明本人鄭重聲明： 所呈交的學(xué)士學(xué)位論文，是本人在導(dǎo)師的指導(dǎo)下，獨(dú)立進(jìn)行研究工作所取得的成果。論文所涉及的項(xiàng)目為本人親自負(fù)責(zé)或者參與實(shí)施的項(xiàng)目。除文中已經(jīng)注明引用的內(nèi)容外，本論文不含任何其他個(gè)人或集體已經(jīng)發(fā)表或撰寫過的作品成果。本人完全了解本聲明的法律結(jié)果由本人承擔(dān)。學(xué)士學(xué)位論文作者簽名： 日期： 年 月 日摘 要隨著社會(huì)的不斷發(fā)展，人們保健意識(shí)的逐步提高，刷牙已成為大家每天早晚必不可少的事情。改革開放30年來，中國(guó)牙膏市場(chǎng)從無到有，從小到大、從總量快速擴(kuò)張到結(jié)構(gòu)明顯升級(jí)，逐步形成了有中國(guó)特色的多樣化、多層次的消費(fèi)市場(chǎng)。牙膏市場(chǎng)規(guī)模比改革初期擴(kuò)大了幾倍乃至幾十倍，其

3、發(fā)展成就令世人矚目。市場(chǎng)競(jìng)爭(zhēng)也隨著行業(yè)潛力日益激烈。我國(guó)目前已成為世界牙膏大國(guó)，產(chǎn)量居世界第一位。目前牙膏產(chǎn)量達(dá)到60億支，銷售額達(dá)到近80億元。據(jù)某機(jī)構(gòu)的統(tǒng)計(jì)，主要品牌的市場(chǎng)占有率情況為：高露潔23、佳潔士20、中華10、潔諾10、兩面針4、黑妹4、其他12。在此競(jìng)爭(zhēng)白熾化階段且高度壟斷的競(jìng)爭(zhēng)態(tài)勢(shì)下，如何保持乃至提高佳潔士的市場(chǎng)份額呢？佳潔士目前市場(chǎng)占有率在所有牙膏品牌中名列第二，具有很大的市場(chǎng)潛力。通過有效的廣告策略，憑借原有的市場(chǎng)占有率，出色的工作團(tuán)隊(duì)?wèi)?yīng)該可以在北京，上海和廣州率先將市場(chǎng)占有率提高到25%。以2008年9月初市場(chǎng)調(diào)查數(shù)據(jù)作為依據(jù)，參照其中消費(fèi)群體對(duì)牙膏的外觀，功效，價(jià)格的

4、意見，運(yùn)用了群組討論、swot等分析方法制定了相應(yīng)的產(chǎn)品調(diào)整方案和廣告策略，并隨后投入市場(chǎng)。從2008年10月份的銷售數(shù)據(jù)比較表來看，佳潔士在北京，上海和廣州的市場(chǎng)份額從20%上升到25%，達(dá)到了最初項(xiàng)目設(shè)計(jì)的預(yù)期效果。這次項(xiàng)目可以給整個(gè)行業(yè)提供參照，要時(shí)時(shí)關(guān)注消費(fèi)群體的變化趨勢(shì)并依照其對(duì)產(chǎn)品做相應(yīng)調(diào)整并結(jié)合有效的廣告策略，增強(qiáng)產(chǎn)品的市場(chǎng)競(jìng)爭(zhēng)力。關(guān)鍵詞：佳潔士；廣告策略；市場(chǎng)份額abstractas a daily necessity, the needs for the toothpaste can never be lowing down. with the population of t

5、he the global increases day by day, the demands for toothpaste are also growing. the toothpaste industry is developing as never before. however, the competition of the toothpaste market is hot. at present, the domestic toothpaste market has basically been divided. external toothpaste brands like col

6、gate and the internal toothpaste brands like zhonghua, etc hold certain amount of the market share. crest, with its market share of 20%, ranked in the second place, which also indicates its great potential in this industry. so it is researchable that how can crest extend further the domestic market

7、through effective tactics. it is hypothesized that if we operate a novel and attractive marketing tactics, crest can extend the market of beijing, shanghai and guangzhou for this project, the company aims to improve the product both in its outfit and quality according to the data got from the survey

8、 carried september, 2008, along with an effective marketing mix to first enhance the market share of the three main cities of beijing, shanghai and guangzhou to 25%. base on the original market share of 20% and the companys excellent work group. scientific research methods of questionnaire, focus gr

9、oups and swot analysis were used in the identification and analysis of problems. the marketing strategies of well-designed advertisement on tv and other medias and displaying the products are adopted in the project design. the project had spend one month from september 2008 to october 2008. the sale

10、s data from inside the company shows that the project has been successfully implemented. crest now holds 25% market share of the three main cities in china. this project gives a positive impact to the other companies in this industry that only when the company caters to the needs of our clients whos

11、e minds updates rapidly and makes adaptions properly, can the product be competitive.key words: crest;advertising tactic; market sharetable of contentspages1. introduction 12 summary of the preliminary research2 2.1. problem 2 2.2. problem analysis3 2.2.1 companys current situation3 2.2.2 needs and

12、wants analysis4 2.2.3 swot analysis 43. project objective and hypothesis63.1. project objective63.2. project hypothesis64. project rationale75. project design and implementation75.1. planning activities75.1.1 activities planned to take place.75.1.2 critical path of the planned activities.95.1.3 acti

13、vities with time-scale105.1.4 people involved and responsibilities115.2. monitoring and evaluation of the project126.  project findings and discussion127.  conclusion13bibliography15appendix 1: questionnaire1625effective advertising tactics to promote sales of crest1. introductionproc

14、ter & gamble company (p&g) was founded in america and now it is the biggest daily-use commodity company. in the year 2006, the sale reached us 68.2 billion, ranking 81st in the world top 500. crest, one of its products, came into china in june, 1996 first in guangzhou and shanghai and grew u

15、p quickly. the writer of this paper works as the sales manager of p&g in charge of the marketing of crest.as a daily necessity, the needs for the toothpaste can never be lowing down. with the population of the global increases day by day, the demands for toothpaste are also growing. the toothpas

16、te industry is developing as never before. due to the great potential of the industry, the competition in the domestic market is hot and fierce. at present, the domestic toothpaste market has basically been divided. external toothpaste brands like colgate and the internal toothpaste brands like zhon

17、ghua, etc hold certain amount of the market share. crest, with its market share of 20%, ranked in the second place, which also indicates its great potential in this industry. facing the worldwide economic crisis, it has become even more difficult to keep or enhance the market share of crest. every c

18、ompany is on the alert. so it is researchable that how crest can extend further the domestic market through effective tactics. it is described in the book advertising planning that a good advertisement is an efficient way to make customers paying attention to products service we offer. to be a succe

19、ssful businessman, we have to make a set of product promoting method and successful communication. my project design was based on the needs and wants analysis and the current situation of our companythe financial resource, human resource, and physical resource.even if a firm's product is properl

20、y produced, priced, and distributed, it still needs to be promoted. effective promotion should increase demand for the product nad generate a higher level of sales. (jeff madura, 2003: 444)it is hypothesized that if we operate a novel and attractive marketing tactics, crest can extend the market of

21、beijing, shanghai and guangzhou for this project, the company aims to improve the product both in its outfit and quality according to the data got from the survey carried september, 2008, along with an effective marketing mix to first enhance the market share of the three main cities of beijing, sha

22、nghai and guangzhou to 25%, based on the original market share of 20% and the companys excellent work group. this paper used a series of monitoring and evaluating tools to ensure the scheduled activities were successfully carried out. scientific research methods of questionnaire, focus groups and sw

23、ot analysis were used in the identification and analysis of problems. the marketing strategies of well-designed advertisement on tv and other media and displaying the products are adopted in the project design. the project spent one month from september 2008 to october 2008. the sales data from insi

24、de the company shows that the project has been successfully implemented. crest now holds 25% market share of the three main cities in china. this project gives a positive impact to the other companies in this industry that only when the company caters to the needs of our clients whose minds updates

25、rapidly and makes adaptations properly, can the product be competitive.2. summary of the preliminary research2.1problemmy occupation is the sales manager. we focus on how to enlarge and occupy the all-leveled market and have a good sale, having a successful advertisement to the related products is v

26、ery important, its the only way to be succeeded. our aim is to occupy a large part of all-leveled toothpaste market. however, the competition of toothpaste market is hot, so we have to make clear and efficient tactics to publicize our brand. the main problem is the issue of funds. we must make good

27、plan of funds planning. about our advertisement, they must be novel and attractive and they are going to emphasizing the good effect of our product, its low price. everyone in our society is surrounded by countless advertising messages everyday. you may not even notice them, but they are there. you

28、might simply “pop” back into your memory when you are choosing a product. as a business advertiser of the crest toothpaste, even a small one, i shall set out to an advertising plan, first of all, i will have a detailed research in all markets, finding out their brand name, price, and the slogan of t

29、he advertising; and then i set out to communicate a message to a potential customer with the hope of stimulating desire and compelling action.possible measures:after i had a preliminary discussion with my staff on this issue, we have made a brief design including four measures, all of which aim to s

30、olve the problem effectively.the first measure is concerned with well-designed advertisement; if the advertising is well designed it will attract the customers attention. potential customers will be made aware oft the product you are advertising and attempt to buy it. because our aim is to occupy al

31、l-leveled market, we have to make the advertisement available to all kinds of people. that is to say, we advertising planning must obtain pertinence. the advertisement for kids must be fun and attractive. advertisement for adults should emphasize on the effect of the product.the second measure is to

32、 gain the opportunity of displaying the product, promoting the new product with different taste and compositions, remember that the packaging must be attractive and novel, because the package is just like the id card of the product you promote.thirdly, it would be very helpful to make advertisement

33、on the television and in certain popular journals or magazines for the promotion of toothpaste, though the cost would be high, but the effect can be surprising. we should pay attention to the following items: the advertisement about our product should be made on the golden time every day, and after

34、meals the advertisement must depend on the characteristics of the product.the last but not least, we should try our best to improve the quality of our product. as the saying goes, the quality of product is the lifeline of company. the measures above must be based on it. without it, even if we are su

35、ccessful in taking the measures above, we are doomed to be in failure. so the quality of product must be given enough attention to. only in this way can we go forward from success to success.2.2problem analysis2.2.1companys current situationfinancial resources: our company has a highly turnover of ￥

36、10 million every year. we reserves 20% of its yearly turnover for advertising.human resources: our company has 300 staffs that are very excellent in their work. we plunge into the strengthening efforts in developing and designing the new products and supervising by internal famous designers in recen

37、t years. physical resources: our company lies in gangzhou. it is convenient in the aspect of traffic facilities. there is an area of 10,000 square meters, 4,000 square meters of production plants, and a fully equipped laboratory in our company. it is the modern enterprises in the integration of the

38、scientific research, production and management.information resource: by the internet operation, we established a system of information for the efficiency marketing feedback toward the inquiry for trends.external factors: political factors: due to the recent terrible world economic, chinese governmen

39、t has formulated “stimulating/enlarging domestic need”, it is a good chance for us to launch products. meanwhile chinese regulations are specified in protecting local industry. therefore, from the overall political environment, it will be good for our enterprises.economic factors: although, general

40、speaking the worldwide economy is not as goods as last year, a lot of the country are suffering from the financial crisis. but the chinese economy is still stable comparing with others.social factors: with increasing income levels and the changing consumption structure, people begin to pay more atte

41、ntion to their health which in turn provides opportunities for enterprises development.technological factors: as social and economic development, there is a great breakthrough in scientific and technological development. so a wide range of new equipment, new technology and applications have appeared

42、 in every aspect of society. and as china's rapid economic development, the chinese government attaches importance to the development of science and technology in recent years gradually increased investment in its science and technology development. as a result, china's scientific and techno

43、logical level will also go further and reach the world's advanced level. so we could benefit a lot from it.2.2.2needs and wants analysisthe needs for toothpaste can never be lowing down. as to the market questionnaire, most of the people use the same brand of toothpaste all the time. so, catchin

44、g the eye of one people means he or she will be your buyer for a long time. that is to say, to attract people to buy our product and give them good image on our product is of great significance.undoubtedly, with the population of the globe increasing day by day, a variety of the products are introdu

45、ced, the demands for shopping and consuming are also growing, so the daily demands will not take be place by the other new products. so is the toothpaste, and so is our spring. logically, the more population in the world, the more people will use the toothpastes, which seems a piece of good news for

46、 us, but in turn, how to stand in a dominant position, which is a very important problem to us. our aim is to make more people “need or want” our product. market questionnaire shows that: many people choose the product first by its popularity, second by its name or package, lastly by its real functi

47、on. so, we have seen from the questionnaire that a good advertisement is the key of satisfy peoples “needs”. people will “want” our product by good image of our product from the advertisement.suggestionsaccording to the current situation, we should take some measures as follows:firstly, with the dem

48、and of the consumption increasing, instead of enlarging the output, we should pay attention to the quality, the personnel of our department, and the innovation of our product, so as to meet the needs of our clients whose minds update rapidly.secondly, a successful promotion and distribution have clo

49、se relation to the advertisement of the novelty and innovation, which can catch hold of the customers heart and attraction.for the elderly, it is very difficult to change habits, especially for a use for more than 10 years and even decades of products, and the old brand has been deep-rooted, so it w

50、ould be difficult to advise them to accept new things. young people, middle and high-income people are biased in favor of the use of foreign brand toothpaste.2.2.3swot analysiswe must further understand the current situation in order to make plans for resolution to the problem described above, so we

51、 have carried out a swot analysis of the situation, including our strengths, weaknesses, opportunities and threats. the swot analysis is a process by which you assess your current business characteristics and the environment in which your business operates. our conclusion is drawn as follows:strengt

52、hs:1. our company has a good location, which is very important to the way of sale. we have a lot of personnel who do well in the designation of the product, the development of the market and the promotion of our toothpaste. 2. the exquisite advertisement tells people owning smile, having your whole

53、day out. every person who lives in the fast-paced society who wanders an easy life and happy mood, can they start a day from using toothpaste, and smile to you in the mirrors. so an advertising can also depends on the success of a product.3. how to attract the more customer groups, we constantly put

54、 the customers-first on our dominant position. the quality and the advertising are the most two ways to achieve the objective.4. food, nutrition to the human health, deal with the teeth diseases, help make the teeth ridge solider, remove the unique taste and smell in your mouth, make your mouth refr

55、esh and have a fresh day, even your happy day. according to the differences between the south and north in china, we take more care of the consume groups, as to their tastes, life habits. and we will make further research about the people worldwide, extend our potential consume groups; make our bran

56、d gain a fame all over the world.weaknesses:1. the price of our product, especially in some types of them, is rather too high to consume, allowing for the high quality and high-cost raw materials, we should take more attention to our customers and in the standpoint of theirs, putting their needs in

57、the prior position. so we should set our price more suitable and humanize to every group of our client.2. our products is a new brand. how to extend further the domestic market and let every one know and use our product, which are also an arduous project.3. the product should take more care of every age stage, and produce the relative toothpastes, which can be reacted to every age. for example, the toothpaste for the children should take care of their delicate teeth and teeth ridge, and