某化妆品牌策略教材(PPT 256页)

Agenda
Content
WhatWeHaveDone?
Part1.MarketOverview
MarketOverview
MostFrequentlyUsedCosmeticBrands
MostFrequentlyUsedSkincareBrands
MajorCompetitors
Aupres
Lancome
SKII
Maybelline
Yue-Sai
RedEarth
Za
CompetitorOverviewSkincare(Basic)
AvonSWOTAnalysis
AVON
CommunicationAnalysis
ATLCommunicationAnalysis
ImplicationOnCommunicationAnalysis
Part2.CommunicationStrategy
BusinessSituation
Avon’sUniqueBusinessModel
CommunicationPlatform
CurrentBrandEquity
BrandParty
CommunicationObjectives
WebelievethatAvonneedstobecomea“LighthouseBrand
”,inordertoachieveitsambition.
LighthouseBrands
LighthouseBrandChange
AVONBRANDATTRIBUTES
WomenInChina
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