心心相印纸巾英文幻灯片教学资料

1、 Introduction With the development of The Times, people are now more about appearance and health, paper towel as a kind of cleaning products, with its convenient, clean, and the characteristics of the use by the love of consumers. And because some paper towel the quality question, used for scrubbing

2、 items do not apply, so used to scrub the use of this paper towel items method still not being widely applied. But this paper towel producers to character, it is a development direction. 。 Market analysis Market profile Competitor analysis Product analysis Consumer Analysis Market analysis 1 1）marke

3、t profile Established in 1985,Hengan was one of earliest foreign investment enterprises entering in the PRC sanitary napkins market. 。 Heart be printed paper towel since 2000 has been the national paper towel first market share. Heart be printed in naming caught consumers for the good of the psychol

4、ogical yearning love, skillful take soulmate in heart be printed one word, let consumers shine at the moment. At the same time the high quality of paper, and fashionable packaging, more let a person fondle admiringly. Heart be seal is a reliable quality. 2) Competitor analysis P The white color, do

5、not contain fluorescent material. C) wallet type handkerchief paper series Fashionable packaging, appearance is exquisite, the pure and fresh smell paper flexibility is exquisite, Dont drop the paper scraps, carry convenience. D), a face cloth series Plastic extraction type and boxed extraction type

6、: With high elegance, smoke several feet, paper flexibility, not to drop the paper scraps, health and comfortable, Easy to use. B, Brand features: With 100% of original wood pulp for import raw materials, products after the high temperature of 450 degrees instant sterilizing. We paper products feel

7、soft, delicate, white off the paper scraps, do not contain fluorescent agent, do not contain chemical harmful substances 。 b) b)心相印的包装分为心相印的包装分为以下以下几个系列：几个系列： 1 1）几米漫画系列）几米漫画系列 2 2）薰衣草香型系列）薰衣草香型系列 3 3）中国印系列）中国印系列 4 4）卡通动漫系列）卡通动漫系列 5 5）心相印婚庆专用盒心相印）心相印婚庆专用盒心相印 6 6）喜庆专用手帕纸）喜庆专用手帕纸 心相印茶语系列心相印茶语系列 Heart

8、be printed packaging divided into the following several series: 1) a few meters comic series 2) lavender scent series 3) Chinese seal series 4) cartoon series 5) heart be printed wedding special box of heart be printed 6) festival special paper handkerchief Heart be printed tea language series 4） Co

9、nsumer analysis A.纸巾品牌知名度调查纸巾品牌知名度调查 消费者对纸巾商标的认知程度分析：消费者对纸巾商标的认知程度分析： A. paper towel brand awareness survey Consumers to the trademarks of the paper towel cognition analysis 0 20 40 60 80 100 心相印维达得宝舒洁 男性 女性 P&G treasure and the vinda paper darth vader and heart be printed brand set close to, Enteri

10、ng the market and early, dominate the certain market share, is also a heart be printed main competitor. In the quest for the heart be printed brand differentiation process, the first thing to do is to make the heart be printed And the two brand to distinguish. B.消费者的购买纸巾的主要渠道购买纸巾的主要渠道： Consumers buy

11、 the main channel of tissue paper 0 50 100 150 200 超市百货商场小商店餐饮店 提及次 提及率 由上图可知：超市是消费者购买纸巾的由上图可知：超市是消费者购买纸巾的主要商业途径。有主要商业途径。有90%的消费者主要是的消费者主要是 从超从超 市购买纸巾市购买纸巾 The figure shows that the supermarket is consumers to buy the paper towel The main business way. 90% of consumers to the Lord If buy tissue from

12、 the supermarket C.消费者购买纸巾的主要用途主要用途： The main purpose of the consumers to buy the paper towel 从超市购买纸巾从超市购买纸巾 0 20 40 60 80 100 餐后擦嘴擦汗上洗手间擦物品 主要用途主要用途 主要用途 根据以上这个图表，我们可以知道消费者购买纸巾多是用于清洁身体的根据以上这个图表，我们可以知道消费者购买纸巾多是用于清洁身体的 部位，而用于擦洗物品的则很少，这主要是由纸巾这种产品的性质所决定的。部位，而用于擦洗物品的则很少，这主要是由纸巾这种产品的性质所决定的。 According to

13、the chart above, we can know more consumers to buy the paper towel is used to clean body parts, and the items are rarely used for scrubbing, this basically is the nature of the product by the tissue of the decision Advertising strategies 1）advertising purpose 2) appeal key 3) advertising theme 4) ad

14、vertisement performance 5)staged promotional material Advertising strategies 1) advertising purpose: After a heart attack ads in India brand in the consumer heartwith deep and good fame and likability. According to the brand of the existing customer, and potential consumer heart be print has been to

15、 the emotional appeals infected people. Heart be printed advertising must be fully reflect the brand that, personality, value and attract customer appeal key: Heart be printed paper towel mainly emotional appeals primarily, use people to love the good vision to win the good opinion of consumers. Cho

16、ose life quality to modern young people. 3) advertising theme: (a) from emotional begin, transfer the product concept. (b) from culture to strengthen to the heart be printed brand culture propaganda, convey heart be printed culture connotation. 4) advertisement performance: (a) plane and outdoor, st

17、rengthen the new products and special products of advertisements, and at the same time to heart be printed their own brand image promotion. (b) the TV ads, the major national advertising media. 5) staged promotional material Press JieQingRi to push out, also can be in a festival made in every year.

18、A) with a fixed time in all the big supermarket buy three boxes of can send a pack of plastic extraction. B) buy heart be printed paper towel full 38.8 yuan, can throw in the wallet is a handkerchief paper 3 packets. C) in the Mid-Autumn festival is the major supermarkets promotions buy heart be pri

19、nted paper towel full 28.9 yuan Ok by at the computer slip to counter can change a exquisite moon cakes. Summary Heart be seal is between sweethearts mind ACTS upon mind feeling, is their friends of the talks when a smile. Heart be printing paper with beautiful love for the major advertising appeal point, and r