香水策划案（Perfume planning case）.doc

香水策划案（Perfume planning case） Perfume planning case One, foreword A woman without fragrance, like a flower without fragrance, is a plastic flower. See, sweet atmosphere and woman have such inseparable relation, different levels, different temperament, different interest of people. Due to their respective personalities, they prefer the fragrance of a particular fragrance. So, women in the selection of sweet atmosphere add your glamour at the same time, zhuzhou advertising company official space, all rights reserved, the official website: also is to show your enthusiasm and interest. Nowadays, with the rapid economic development, we are increasingly aware of the importance of perfume to women. Market overview The famous French cosmetics lancome is known for its high quality and excellent quality. The lancome people are always very trusting of their products. Product brand packaging specification (ml) price (yuan) Kristin? Christian Diors first collection, The New Look, revolutionized The image of women, showing womens elegant waist, shoulders and legs, and 50, 302 The Chanel cuboid is attached with a perfume bottle of neat lines, like a jewel-cut bottle cap, and NO. 5 black words are presented on the white background. 50, 476 Lancome is a glowing glass globe of 50, 435 Estee Lauder (Estee Lauder), , has a simple and generous body shape, which is 50, 386 Advertising language of product brand (RMB 10,000) Kristin? Christian Dior is no longer black and white, Its gold 562.59 Every woman alive in Chanel needs Chanel no. 5, 124.76 Lancome my Lancome, my mood is 6373.35 Estee Lauders perfume, like water, is 154.08 Third, consumer research 1. General application of cosmetic occasions: 1) attend a formal banquet 2) normal work 3) go shopping 2. Brand status: 1) the maiden name is preferred to the flower fragrance series 2) various brands and functions 3. Purchase status: 1) buy after use 2) its no use, just buy it when you see it 3) family and friends 4. Purchase location and