CTF(周大福珠宝)

,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,Marketing Mix Analysis of CTF,2013级2班,甘颖 黄旭 黄晓玲,刘瑶 刘力立 刘雪梅,2024/11/15,1,content,Company profile,Product,(,一,)development of water flowers,(,二,),漩舞,main products,(,三,)products life cycle,Price,(,一,)price objective,(,二,)price strategy,(,三,)nonprice strategy,(,四,)benefits of membership,Promotion,(,一,)advertising,2024/11/15,2,content,(,二,)personal selling,(,三,)sales promotion,(,四,)public relations and publicity,(,五,)word of mouth,Placement,(,一,)distribution flow sheet,(,二,)virtual flagship store,(,三,)transport and package,2024/11/15,3,Company profile,Limited company,a wholly owned Affiliated Companies Zhou Dafu group.,founded in 1929,4,product,Water flower series,水中花系列,5,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.,6,（一）,Development of Water flower series,水中花系列,Generating new product ideas,The world varies from minute to minute,while women adhere to the self,guarding the heart of the eternal.,Screening,Technological feasibility:,O,ur company has founded for 85 years,we have technological superiority.,Marketability:,W,omens economic position is enhanced.,T,hey need a new product to be their eternal,guardian.,7,Testing,working with PGI and Life Style,inviting stars,Commercialization,sold in official ship and outlets,8,（二）漩舞(main products),Mosaic:Pick set,爪镶,Material:platinum/PT950 and diamond,Weight:1-29 points,Type:for woman,diamond:,Color:H,Clarity(,净度）：,SI1-2,Carat Weight,：,1,point,9,（三）Product Life Cycle,2024/11/15,10,（三）Product Life Cycle,Introduction,When 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.,2024/11/15,11,（三）Product Life Cycle,Growth,At this stage,sales increase quickly and profits begin to pour in.,Maturity,The product enters into the third stage which the products becomes mature and the market gets saturated.,Decline,The demand for the product continues to fall and so does the sales volume.,2024/11/15,12,Price,13,Pricing Objectives,Sales-oriented Objectives,Market share is the major concern.,Follow-the-leader Objectives,We concentrate efforts on the promotional tools such as advertising and oackaging.,2024/11/15,14,Pricing Strategies,Penetration Strategy,Pricing Lining Strategy,size,2.52g,12,号圈口,2.57g,14,号圈口,2.46g,11,号圈口,2.68g,15,号圈口,2.49g,10,号圈口,2.55g,13,号圈口,price,RMB 2090.00,RMB,2185.00,RMB,2090.00,RMB,2261.00,RMB,2185.00,RMB,2185.00,15,Nonprice Strategy,Establish Relationship,2024/11/15,16,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,17,Promotion,18,（一）,Advertising,（二）,Personal Selling,（三）,Sales Promotion,（四）,Public Relations and Publicity,（五）,Word of Mouth,19,（一）Advertising,341.38万元,509.65万元,1005.86万,元,1112.11万元,657.97万,元,193.45万,元,20,newspaper,21,Television,22,54000元,78000元,82000元,23,Magazines,PerfectLife,时尚橘子,北京青年周刊,MING明日风气,安25ans,24,25,Internet,Its convient and useful to use Internet,such as weibo,wechat.,26,27,single media,1,1.No lighting billboard.,2.Lamp advertisement board,subway,1.Tracks advertising.,2.Channel advertising,3.The station hall advertising,4.Ladder advertising,5.Platform adcertising,advertising of bus shelter,video media,1.electronic board,2,3,4,Outdoor,28,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 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 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.,29,coupons,We will give discount to VIPs.,For common customers,we will give them discount when special days.,（三）Sales Promotion,30,exhibition,We also hold many jewelry exhibitions to show our companys development and unique culture.,31,sports,event,sponsorship,entertainment,BAZAAR明星慈善夜,上海国际田径黄金大奖赛（2009）,32,（四）Public Relations and Publicity,make full use of TV advertisement,newspaper and magazines,2024/11/15,33,（五）Word of mouth,It is one of the most effective tools for promotion.It can increase sa