Marketing objectives
marketing goals
1. Increase brand awareness: Increase the number of people who
are aware of your luxury skincare brand by 20% in the next six
months through social media campaigns, influencer
collaborations, and targeted advertising.
2. Boost website traffic: Increase website traffic by 30% in the next
quarter through SEO optimization, content marketing, and social
media advertising.
3. Increase sales: Increase sales by 20% in the next six months
through targeted advertising, offering discounts, and exclusive
promotions for your luxury skincare products.
4. Expand your customer base: Increase your customer base by
15% in the next six months by targeting new demographics
through influencer partnerships and social media advertising.
The market segment has 10 groups divided by gender, income, and skin condition.
Each group has different characteristics and needs to use different products
example
They may be willing to invest in premium products that contain high-quality ingredients and may be
more likely to trust brands with a strong reputation in the skincare industry.
Target
The target market of SK-II is primarily women and above who
are looking for high-quality skincare products to address their
skin concerns, such as aging, dark spots, and uneven skin tone.
These customers tend to have a high disposable income and are
willing to invest in premium skincare products that deliver
visible results. They are also likely to be beauty-conscious and
value high-quality ingredients and advanced technology in their
skincare products.
Positioning Statement Template
For modern, busy women in their 30s and 40s, who want to maintain
youthful-looking skin despite a hectic lifestyle, SK-II's new anti-aging
serum is a high-performance beauty solution that provides visibly
smoother, firmer, and brighter skin. Unlike ordinary anti-aging
creams, our serum contains a proprietary blend of Pitera and anti-
aging peptides, which penetrate deep into the skin to stimulate
collagen production and enhance cell regeneration, resulting in a
youthful, radiant complexion that lasts.
positioning Proof Point
Intensive skincare and want to prevent or minimize the signs of aging
on the skin. A combination of whitening, and brightening skin brings
bright white, smooth skin.
Key Market Differentiators
Unlike ordinary anti-aging creams, our serum contains a proprietary
blend of Pitera and anti-aging peptides, which penetrate deep into the
skin to stimulate collagen production and enhance cell regeneration,
resulting in a youthful, radiant complexion that lasts
1. Product
Some key values of skincare include:
Prevention: Skincare is not just about treating existing skin problems, but also
preventing them from occurring in the first place. This involves protecting the skin
from UV radiation, pollution, and other environmental factors that can damage the
skin.
Consistency: Skincare is a long-term commitment, and consistent use of quality
products is essential for achieving optimal results. It is important to establish a
daily skincare routine and stick to it.
Quality: Using high-quality skincare products is essential for achieving healthy and
radiant skin. High-quality products are formulated with effective ingredients that
are gentle on the skin and deliver real results.
Self-care: Skincare is not just about improving the health and appearance of your
skin, but also about taking care of yourself. By prioritizing your skincare routine,
you are also taking the time to invest in your own well-being and self-confidence.
2. Price
Factors that affect the price
Production cost: This is the most basic factor affecting the price of a group's
product. If the production cost is high, then the product price will be higher.
Conversely, if production costs are low, product prices will be reduced.
Competitive status: If there are many competitors in the industry, the price of the
group's product may have to compete with other products, then the product price
will be adjusted to retain customers or attract customers. A new customer.
Market demand: Market demand is also an important factor affecting the price of
the group's product. If the product is in high demand, the price will be higher.
Conversely, if there is no demand from the market, the price will be lowered to
increase sales.
Manufacturing technology: If a team has advanced and efficient production
technology, product prices can be adjusted to better reflect costs or to create a
competitive advantage.
Economic conditions: If the economic conditions of the market are stable and
growing, product prices will be maintained at a higher level. Conversely, if
economic conditions are bad or recession, product prices must drop to attract
customers.
Pricing strategies that a team can adopt to manage the price of its products include:
Fixed Price Strategy: A fixed price strategy requires that the group's product prices
stay the same for an extended period of time, usually at least 6 months. This allows
the customer to know the exact price of the product and helps create stability for
the business.
Time-based pricing strategy: The team can raise or lower the price of its products
at different times of the year, like holidays or special sales seasons, to create
excitement and attract customers.
Target-based pricing strategy: Teams can apply different prices to different
customer segments to attract and retain customers. For example, give discounts to
students or seniors to increase sales.
Custom pricing strategy: Teams can customize the price of their products to each
customer, based on their different needs and ability to pay.
To gauge the effectiveness of pricing strategies, the team looks at financial metrics
such as sales, profits, and profitability. If pricing strategies are applied properly
and yield good results, one should see an increase in sales, profits and profitability
that are higher than the market or compared to previous periods.
3. Place
The types of distribution the group uses are the ways in which the group can gain
access to your information, products or services. The following are descriptions of
commonly used group distributions:
Via fanpage: Through fanpage on social networking platforms such as Facebook,
Instagram, Twitter, you can share information about products, services, activities
and information related to your group.
Via website: Website is considered as the place to gather the most detailed and
complete information about your product, service or group. This is where
customers can learn about products, features, pricing, return policies, payments,
and customer support.
Via YouTube: The group's YouTube channel helps you communicate with
engaging and visual videos. You can create content that guides you to use your
products, showcase your services, or share your personal experiences in your field.
Via e-commerce platforms: Use e-commerce platforms like Shopee, Tiki, Lazada
to sell your products and services. This makes it easier for customers to access
your products and order them directly from these platforms.
The way from the time a customer chooses to buy and place an order to the time
when the customer receives the goods will be different depending on each sales
channel. Here is an overview of these methods per channel:
Direct sales channel: This is the traditional way of selling, customers go directly to
the store to choose to buy products. Here, customers can directly view products,
ask questions and choose suitable products. After deciding to buy the product, the
customer will pay and receive the product right at the store.
Sales channel via website: Customers can access the group's website to search for
product information and order online. Here, the customer will select the product,
fill in the contact information and the shipping address. After completing the
online payment process, the product will be shipped to the address provided by the
customer.
Sales channel via e-commerce platforms: Customers can access e-commerce
platforms such as Shopee, Tiki, Lazada to search and order products. Here,
customers can select products, pay online, and provide a shipping address. After
completing the payment process, the product will be shipped to the address
provided.
Sales channel via fanpage: Customers can view product information on the group's
fanpage and contact the group to order. Here, the customer will request an order,
provide contact information and a shipping address. The team will then proceed to
confirm the order, announce the price, and make the payment. Products will be
shipped to the address provided by the customer.
5. Promotion
6. Youtube
7. 1. Establish a separate YouTube channel for products and build one for SK
II products. Focus on giving new products a distinct impression with lots of
introductory videos and product testing to win over customers.
8. 2. Placing advertisements on national television stations' YouTube channels
that have a high reputation with viewers.
9. 3. Supporting movies and music to promote new items
10. 4. Booking famous brands of fashion and cosmetics
11.
12. Instagram
13. We can hire KOLs to review products in addition to running advertisements
to reach users and consumers more quickly.
Tiktok
Booking kol tiktok produces films, uses items, and runs product advertisements,
but it's important to select the correct audience and establish credibility with
clients.
Product advertising
