CTF(周大福珠宝).pptx

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1、2021/11/22,Marketing Mix Analysis of CTF,外国语学院2013级2班商务英语甘颖 黄旭 黄晓玲刘瑶 刘力立 刘雪梅,content,Company profileProduct (一)development of water flowers (二) 漩舞 main products (三) products life cyclePrice (一)price objective (二)price strategy (三)nonprice strategy (四)benefits of membershipPromotion (一) advertising,2

2、021/11/22,content,(二) personal selling (三) sales promotion (四) public relations and publicity (五) word of mouthPlacement (一)distribution flow sheet (二)virtual flagship store (三)transport and package,2021/11/22,Company profile,Limited companya wholly owned Affiliated Companies Zhou Dafu group. founde

3、d in 1929,product,Water flower series水中花系列,全新周大福“水中花”系列 ， 将“水”与“花”两种元素巧妙融合，以不变的铂金材质勾勒灵动恒久之美，演绎出“漩舞“、”花绽“、“结蕴”、“落英“、”汀兰“、”潋滟“等6套铂金及铂金镶钻饰品。主打款“漩舞”设计时尚优雅，形似翻卷回漩的水花，萦绕于中心一点轻舞回转，恍如在瞬息万变的世界里，女性内心对美好自我的不变追求.,（一）Development of Water flower series水中花系列 Generating new product ideasThe world varies from minute

4、 to minute, while women adhere to the self, guarding the heart of the eternal. ScreeningTechnological feasibility : Our company has founded for 85 years, we have technological superiority.Marketability: Womens economic position is enhanced. They need a new product to be their eternal guardian .,Test

5、ing working with PGI and Life Style inviting stars Commercialization sold in official ship and outlets,（二）漩舞( main products),Mosaic : Pick set爪镶Material: platinum/PT950 and diamondWeight: 1-29 pointsType: for woman diamond:Color: HClarity(净度）：SI1-2Carat Weight：1 point,2021/11/22,（三）Product Life Cycl

6、e,2021/11/22,（三）Product Life Cycle,IntroductionWhen our products are first introduced to the market,large sums of money are usually allocated for promotion and profits tend to be small and even losses may occur.Because there are so many competitors,we use penetration strategy to enter the market qui

7、ckly.,2021/11/22,（三）Product Life Cycle,GrowthAt this stage,sales increase quickly and profits begin to pour in.MaturityThe product enters into the third stage which the products becomes mature and the market gets saturated.DeclineThe demand for the product continues to fall and so does the sales vol

8、ume.,Price,2021/11/22,Pricing Objectives,Sales-oriented ObjectivesMarket share is the major concern.Follow-the-leader ObjectivesWe concentrate efforts on the promotional tools such as advertising and oackaging.,Pricing Strategies,Penetration StrategyPricing Lining Strategy,2021/11/22,Nonprice Strate

9、gy,Establish Relationship,Benefits of Membership,工费打折1）周大福千足金产品工费7折2）周大福珠宝镶嵌首饰一口价95折3）K金铂金镶嵌类的95折4）可享有CTF2，COCO会员权益，素银类88折积分到限额可以换东西,Promotion,（一）,Advertising,（二）,Personal Selling,（三）,Sales Promotion,（四）,Public Relations and Publicity,（五）,Word of Mouth,（一）Advertising,341.38万元,509.65万元,1005.86万元,1112

10、.11万元,657.97万元,193.45万元,newspaper,Television,54000元,78000元,82000元,MagazinesPerfectLife时尚橘子 北京青年周刊 MING明日风尚 安25ans,Internet,Its convient and useful to use Internet, such as weibo, wechat.,single media,1,1. No lighting billboard.2.Lamp advertisement board,subway,1.Tracks advertising.2.Channel advertis

11、ing3.The station hall advertising4.Ladder advertising5.Platform adcertising,advertising of bus shelter,video media,1.electronic board,2,3,4,Outdoor,Make Presentation,4,Approach,3,Prospect,1,Qualify,2,Close,6,Handle Objections,5,（二）Personal Selling,6,7,Folloe-up,Find out people who are most likely to

12、 buy jewelery.,Confirm that if these people will buy our products.,Ask people which kind of products do they want to buy.,Know peoples needs and show the products style, colour, size and other features and uses.,If people have questions of products, we must deal with them and mak sure that customers

13、 are satisified with our products.,Then customers will decide to buy or not to buy.,After cuatomers payment, we should establish long term relationship with them.,couponsWe will give discount to VIPs.For common customers,we will give them discount when special days.,（三）Sales Promotion,exhibitionWe a

14、lso hold many jewelry exhibitions to show our companys development and unique culture.,sportsevent,sponsorship,entertainment,BAZAAR明星慈善夜,上海国际田径黄金大奖赛（2009）,2021/11/22,（四）Public Relations and Publicity,make full use of TV advertisement, newspaper and magazines,（五）Word of mouth,It is one of the most ef

15、fective tools for promotion. It can increase sales , expand the brand influence and prevent negative word of mouth from spreading. run business honestly transform the shop business to a corporate operation”, and play the customer first marketing idea to the utmost, which has won wide acclaim.Make th

16、e brand meet the needs of customers by brand youthlization,Placement,Distribution flow sheet,(一）Virtual Flagship Store,Fast, convenient, cheapIn line with the urban consumers, especially young generation living habitsProviding different consumers with a wide selection of regional equalityThe main fo

17、rce of the online shopping, the younger generation ,have entered the age of marriage, the purchasing power significantly enhanced,*Logistics distribution mode,Online distribution: SF Express and EMS Offline distribution: If you choose to self style pick up, you can get it in our physical stores near

18、by you with your ID card after paying it online.,(二) Physical Stores,Modern chain management methods: (现代连锁经营方法） Shop(自营店）Franchise（特许加盟店）joint venture stores（合营店）accounts for 1/3 of the total Each,*Different regions have different principles of operation,Urban market: franchised storeRural market :

19、 Brand counters (Lower purchasing power),*From the wholesale to retail oriented,Wider distribution, contact more consumer groupsIncrease brand visibilityEasy to control pricesWe have founded and reinvented the National Material Storage and Distribution Center(全国物料仓储配送中心），which is good for production

20、 and processing and sales integration.,（三）Transport and package,Truck Our goods is relatively light in weightTrucks can make goods quickly and go wherever In time to meet the needs of the market and customers,Paper carton Foam pad （泡沫垫） environment friendly abrasion resistance Light weight saving tr

21、ansportation cost,Air -for rough diamond speed: we need to import the diamond from Russia , its a long distance safety: valuables,Iron container+ Wooden container sturdy and durable easy to upload and download safety and non-perishables Ensure the diamond arrived in good conditions,2021/11/22,Thank you,