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1、RejoiceIntroduction:InOctober1989,asabrandofprocter&gamble's,floatsoftintoChina.For16years,floatsofthasbeentheleadingbrandofChineseshampoomarket,becomeapartoftheChinesewoman'slife."Themostbeautiful,silkyhair"rejoiceinthearticleisdifferentfromwesternconsumers,inthemindoftheChinesewo
2、men,beautifulhairstandardalwayswillbealittledeleterious,smoothandeasytocomb.Trendscomeandgo,butthishasneverchanged.That'salsorejoicefor16years,hasbeencommittedtobringChinesewomen.Challengethesoftlimit,constantlybringpeopleupverysmoothexperience,thatistorejoice.Calminthefaceofpressu
3、re,beconfidentandpolishedlook,willbethebesttoshowyourselfinfrontoftheworld,thisisthewomentorejoice..(1989年10月，作为宝洁旗下的品牌，飘柔进入中国。十六年来，飘柔一直是中国洗发水市场的领导品牌，成为中国女性生活的一部分。“柔顺的秀发最美丽”飘柔之定位篇与西方消费者不同，在中国女性的心目中，美丽秀发的标准永远都是柔柔亮亮，顺滑易梳。潮流来来去去，惟独这点从未改变。这也正是飘柔十六年来一直致力带给中国女性的。挑战柔顺极限，不断带给人们升极的柔顺体验，这就是飘
4、柔。从容面对压力，保持自信优雅的形象，将最美好的自我展示在世界面前，这就是飘柔女性。)Strategicfocusandplan:1、mission:Weareaimatsatisfyingtheconsumers’needoffunctionaldiversityoftheshampooandtakingcareofthepubliclife.2、goals:⑴nonfinancialgoals:①retainitspresentimageashighqualitybutcheapproductsIntheshampoocategoriesinwhichi
5、tcompetes.②addanewproductevery2orthreeyears.③furtherpromoteitspopularityandpenetrance.(渗透率）⑵financialgoals:retain15%shareoftheshampoomarketinthefuture.3、corecompetencyandsustainablecompetitiveadvantage:Lowpricealongwithhighquality,widepopularityandawareness.Situationanalysis:1、SWOT
6、analysis:Strength⑴Thepriceandqualityoftheproductisconsistent.产品价格与质量比较吻合，基本做到优质优价。⑵IthasenteredtheChinesemarketforalongtimeandhasalargermarketawarenessandpenetration.进入中国市场的时间较长，具有较大的市场认识度与渗透率。⑶Ithasavarietyofproducts,strongbrandresearchanddevelopmentcapabilitiesanddandruff,smooth,
7、treatmentandotherspecies,sothecustomershavemanychoices.产品种类多，品牌研发能力强，有去屑、柔顺、焗油等种类，顾客选择多样性。⑷Rejoice’sadvertisingcampaignispowerful,anditsadvertisingslogan:rejoicethatself-confidence;Thislaunch,static,beautyoneachside;Launch,cardiac,floatsoftaredeeplyrootedintheheartsofthepeople,such
8、asadvertisingformdiversifi
