【专家解说】：International brand —欧莱雅
Proceed the swot analysis to the 欧莱雅 now:The quality of world consistence.Inside 94% that 欧莱雅 factory produce acquires the ISO 9001/2000 attestation.The 欧莱雅 quality system( standardize with the consistency) insures in world all factories strict standard putting same alike into practice.The 欧莱雅 inspects each step of the production process at the same time, including the original material receives, manufacturing with pack the process, and the finished product sends out the ex- stock management.The 欧莱雅 group masquerades the article in the mostly international famous brand in Chinese main rival.In 2001 Chinese article market sale total amount is 86,000,000,000 year our country article sale increase speed as 14 15% of ～s, actual sale total amount about 450 ～ 460 hundred million.2003 our country personal conduct industry development the speed will keep the stability increases, increasing do not be lower than 15%, selling the total amount will attain 50,000,000,000 dollars.Production in domestic business enterprise already 2500 house, species 30,000 remainings grow, the market total amount occupies the second of Asia, within the scope of whole world but the speech has become a big country.
Therefore, the famous brand article of world think ° to be good the continental consumption in China potential consistently, almost neither leave out a favor for making a forced landing mainland, stationing in Chinese market, and suffering Chinese large consumer, yield unusually brilliant results on the Chinese market. Therefore, under the local 欧莱雅 group ensign of every kind of brand neither is not an attack to encounter each world class brand with challenge, compete extremely vigorous.
In addition to the brand of world in the local confused conflict, the 欧莱雅 group still faces the raid of the local and native brand with take the offensive.The profits of bigness that masquerade the article market, draw on the domestic on stiring of dig the gold kill into stubbornly, hoping can divide of a cup 羹 .The country card puts into practice small profits many 销s, control inside low file market, make the local market present each 踞 a square situation.
The local brand — D house is proper
Proper conduct and actions in house in D domestic more successful a brand, there is its certain advantage.
A, strategy top the high degree values the development that defend basks the category, making a point of the research analysis on the military tactics.From release to defend to bask the category, D house proper there will be the profession section the offering to aim at to defend to bask exclusively annually the market synthesize the sex research papers, the contents includes primarily this year defends the living appearance and consumption habits analysis that insolate the consumer and defend to bask the product concept trend the analysis, latest defend to insolate the technique the application and trend, pack style analysis etc., and to next an annually defend to bask the marketing do aims at the sex strategy suggests, organizing marketing section, develop the section, produce thorough research in section.
Two, emphasize to defend to bask the marketing means difference turn, clear market fixed position.In defending to bask marketing expansion, the D house is proper current positioning the oneself is in follower and challenger two kinds of bodieses.The work that educate the consumer lets leads the brand completes, doing a follower, lowering marketing cost and risks;At outlet and terminal marketing top with challenger body a sale for appearing, passing each clock marketing means looting most directly quota.
Three, the marketing strategy establishes early, the marketing plan prepares early.Such as the ex- D in the end of 2002 house proper complete detailed and careful and attentive 2003 defend to bask to appear on market the expansion plans, and the Chinese New Year assembles national and each province marketing the The Manager in front and back and twice in 2003, holding the whole country defend to insolate to sell the pep rally.
Four. small profits many 销s.The price even comes close the public, can let big a person accepting.Although profits not less, the 销 much measures.But, the D house is proper after all is to bear soon, have the bad situation in with international big brand competition.
The brand is not enough big, the influence is not deep.Big brand in can not compare with in organization in研 in section.The funds power is
