1、2022/7/12 Marketing Mix Analysis of CTF外國語學院2021級2班商務英語甘穎 黃旭 黃曉玲劉瑤 劉力立 劉雪梅.contentCompany 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 2022

2、/7/12.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 package2022/7/12.Company profileLimited companya wholly owned Affiliated Companies Zhou Dafu group. founded in 19

3、29.productWater flower series水中花系列 .全新周大福“水中花系列 ， 將“水與“花兩種元素巧妙交融，以不變的鉑金材質勾勒靈動恒久之美，演繹出“漩舞“、花綻“、“結蘊、“落英“、汀蘭“、瀲滟“等6套鉑金及鉑金鑲鉆飾品。主打款“漩舞設計時髦優雅，形似翻卷回漩的水花，縈繞于中心一點輕舞回轉，恍如在瞬息萬變的世界里，女性內心對愉快自我的不變追求.一Development of Water flower series水中花系列 Generating new product ideasThe world varies from minute to minute, while

4、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 .Testing working with PG

5、I and Life Style inviting stars Commercialization sold in official ship and outlets .二漩舞( main products)Mosaic : Pick set爪鑲Material: platinum/PT950 and diamondWeight: 1-29 pointsType: for woman diamond:Color: HClarity(凈度：SI1-2Carat Weight：1 point.2022/7/12三Product Life Cycle.2022/7/12三Product Life C

6、ycleIntroductionWhen 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 quickly.2022/7/12三Product Life Cyc

7、leGrowthAt 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 volume.Price .2022/7/12Pricing Objective

8、sSales-oriented ObjectivesMarket share is the major concern.Follow-the-leader ObjectivesWe concentrate efforts on the promotional tools such as advertising and oackaging.Pricing StrategiesPenetration StrategyPricing Lining Strategysize2.52g12號圈口2.57g14號圈口2.46g11號圈口2.68g15號圈口2.49g10號圈口2.55g13號圈口price

9、RMB 2090.00RMB2185.00RMB2090.00RMB2261.00RMB2185.00RMB2185.00.2022/7/12Nonprice StrategyEstablish Relationship.Benefits of Membership工費打折1周大福千足金產品工費7折2周大福珠寶鑲嵌首飾一口價95折3K金鉑金鑲嵌類的95折4可享有CTF2，COCO會員權益，素銀類88折積分到限額可以換東西.Promotion .一Advertising二Personal Selling三Sales Promotion四Public Relations and Publicity

10、五Word of Mouth.一Advertising341.38萬元509.65萬元1005.86萬元1112.11萬元657.97萬元193.45萬元. newspaper. Television.54000元78000元82000元. Magazines .InternetIts convient and useful to use Internet, such as weibo, wechat.single media11. No lighting billboard.2.Lamp advertisement boardsubway1.Tracks advertising.2.Chan

11、nel advertising3.The station hall advertising4.Ladder advertising5.Platform adcertisingadvertising of bus sheltervideo media1.electronic board234 Outdoor.Make Presentation4Approach3Prospect1Qualify2Close6Handle Objections5二Personal Selling67Folloe-upFind out people who are most likely to buy jeweler

12、y. 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 are satisified

13、 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 also hold many jewelry

14、 exhibitions to show our companys development and unique culture.sportseventsponsorshipentertainmentBAZAAR明星慈悲夜上海國際田徑黃金大獎賽2021.2022/7/12四Public Relations and Publicitymake full use of TV advertisement, newspaper and magazines.五Word of mouth It is one of the most effective tools for promotion. It can

15、 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 the brand meet the needs of customers

16、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 force of the online shopping, the young

17、er 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 nearby you with your ID card after paying

18、 it online.(二) Physical StoresModern chain management methods: (現代連鎖運營方法 Shop(自營店Franchise特許加盟店joint venture stores合營店accounts for 1/3 of the total Each.*Different regions have different principles of operationUrban market: franchised storeRural market : Brand counters (Lower purchasing power).*From the wholesale to retail orientedWider distribution, contact more consumer groupsIncrease brand visibilityEasy to control pricesWe have founded and reinvented the National Material Storage and Distribution Center(全國物料倉儲配送中心，which i