< p > network marketing is a systematic business operation based on network. It manages the information flow, business flow, manufacturing flow, logistics, capital flow and service flow of marketing under the network environment. Therefore, the planning of network marketing scheme is a complex systematic project. The planners must take the system theory as a guide to integrate and optimize the various elements of the enterprise network marketing activities, so that the "six streams" are all prepared and complement each other. So, how should we write the Internet marketing plan for shampoo products, taking Australia snow as an example? < /p >
< p > Australia snow: < /p >
< p > September 1994, Australia snow international pioneered Australia snow brand. In 1997, the Australian snow brand was introduced, and the family care shower gel was launched with the concept of natural care and family health. In May 1998, Australia snow brand launches shampoo and hair care products. In 2001, Australia snow launched four series of products: perfect skin series, perfect hair series, family health care series and smart selection series. In 2002, the Australian snow brand became one of the national brands of bathing products. < /p >
< p > category: shampoo products, shower gel, soap, toilet water, jelly water < /p >
< p > < strong > 1. The background of marketing planning is < /strong > /p >
< p > < strong > (1) consumer analysis < /strong > < /p >
< p > < strong > 1. purchasing behavior analysis < /strong > < /p >
< p > according to my survey on the Internet, the effect of product efficacy and quality on consumers' purchase decisions is relatively small. In terms of shampoo function, the functions of dandruff, flexibility, and combination of care and care are valued by consumers. The use of advertising, PR and other marketing strategies also plays an important role in consumer decision making. < /p >
< p > women account for 71.8% of the consumers who buy shampoo. They play a decisive role. Their desire to buy is stronger than that of men, and it is easy to be influenced by advertising and promotion factors. Sometimes, they are not purchased solely for real needs. While men are relatively rational when buying, and in general, what brands of shampoo do they have at home, so they account for only 28.2% of buyers. < /p >
Consumers of P < 78.2% indicated that they like to buy shampoo in supermarkets or hypermarkets. < /p >
On the whole, with the gradual development of China's shampoo market and the increasing number of brands, consumers' purchase decisions have changed from the low intervention in the past to the higher degree of involvement in P. < /p >
< p > < strong > 2. use frequency analysis < /strong > < /p >
< p > overall, Chinese people used to shampoo 1-3 times a week. According to the survey, consumers who use shampoos for more than 3 times a week account for only 34.9% of all users, up 4.5% over the previous year. From a gender perspective, men use shampoo shampoo frequency is significantly higher than women; from the geographical point of view, the southern people shampoo shampoo frequency is higher than the north. < /p >
< p > < strong > (two) market background analysis < /strong > < /p >
< p > China's shampoo market is an oligopoly structure. There are a large number of enterprises in the industry, which have absolute advantages not only in capital, technology and production and operation, but also in market share and brand awareness. According to the survey, rejoice and Head and Shoulders have been ranked first and second in the market share for 5 consecutive years. The two brands plus Shu Lei and HAZELINE account for 58.6% of the market share of China's shampoo market. < /p >
< p > China's shampoo market has huge capacity. China has a total of more than 2000 shampoo manufacturers produced more than 3000 shampoo brands, with a total sales volume of more than 20 billion yuan, and the total output and total sales volume ranked first in the world, and growing. < /p >
< p > < strong > (three) Australia snow product analysis < /strong > < /p >
< p > Ao Xue < /p >.
P > A, Lingxiang little princess flower bath: the new fragrant little princess flower bath series, plucking the famous flowers in the world, rich in fragrant flowers, Yilan, lilies, roses, jasmine, orange flower, orange flower, peach blossom and so on, it has a long and fragrant fragrance, and contains a variety of vitamins and a large number of plant protein, gently cleaning the skin and nourishing the skin at the same time, making your skin delicate and charming. < /p >
< p > specification: 230ml, 400ml, 650ml < /p >
< p > B, AAO snow Chinese herbal hair shampoo series: product specifications: 750g, 450g, 230g < /p >
< p > C, Australia snow Chinese herbal hair essence series < /p >
< p > > strong > (four) market leader -- P & G status analysis < /strong > < /p >
< p > < strong > 1. P & G shampoo brand structure < /strong > < /p >
< p > P & G has five shampoo brands and more than 20 series, including rejoice, Head and Shoulders, PANTENE, VS and eco. In addition, there is also snow brand. Since May 22, 2001, Procter & Gamble (global) spent $4 billion 950 million to compile the product chain of Bristol Myers Squibb, after which the product chain of Procter & Gamble has been several perfect: "Rejoice" is heavy, "soft"; "PANTENE" is "healthy"; "Head and Shoulders" emphasizes "Dandruff"; "VS" is "hair care expert"; "icard" is heavily "dyed hair care", coupled with the serial products of various brands, an indestructible shampoo Kingdom has been built successfully. < /p >
< p > < strong > 2. product function < /strong > < /p >
< p > rejoice, it is so confident. < /p >
< p > Head and Shoulders, dandruff goes without trace, beautiful hair is more outstanding < /p >.
< p > PANTENE, containing vitamin B5, makes hair healthier and doubly glossy < /p >
< p > VS, international hairdressing master < /p >
< p > Yi card Lu, return to nature, advocate environmental protection < /p >.
< p > < strong > (five) network marketing strategy < /strong > < /p >
< p > 1. price strategy. General membership price: suitable for most Internet users; senior member price: Internet users who become registered members of the website; preferential price: irregularly introduce some special products to attract consumers. < /p >
< p > 2. distribution strategy. Including mail, door-to-door, self purchase, courier and so on. < /p >
< p > 3. promotion strategy. < /p >
< p > A. cooperates with hairdressing shops and beauty shops everywhere. We must ensure that the products of AAO snow are well received by barber shops. Once the barber shop decides to use the company's shampoo, skin care and other products, then the barber's customers will then become consumers of Australia's snow products. At the same time, because products are chosen by barbers, they will have the appeal of being vulgarity. At the same time, let the barber shop give Australian snow products online discount card, prompting more consumers to come to buy. < /p >
< p > B. is working with as many universities as possible to become a sponsor of the activities of University associations. At the same time, we can also organize some activities in Colleges and universities, so that college students can have a better understanding of Australian snow products. For example, there is a product packaging design. < /p >
< p > C. email promotion, newsgroup promotion, Flash animation and game promotion (make some interesting, fun, animation and games related to our business), online advertising promotion (advertising on Sina or NetEase's front page). < /p >
< p > 4. service strategy. It provides consumers with knowledge about skin care, hair raising and other related aspects, and provides online consultation function. < /p >