1、Marketing Strategy Analysis of Watsons MadeMade ByBy：BEYONDBEYONDGroup Member:Group Member:方锐方锐方锐方锐 黄婉春黄婉春黄婉春黄婉春 云朝克云朝克云朝克云朝克 郭静郭静郭静郭静 李婧李婧李婧李婧 1-本资料来自 -WatsonsBackground and ConceptionMarket PositioningMarketing PlanningCompetitor Analysis Store Analysis2-本资料来自 -Background Predecessor:1828-Guangdon2、g pharmacy 1841-A.SWatsons&company Founder:A.SWatsons Current Situation:In 1981 Li Kashing Hutchison Whampoa Co.和记黄埔有限公司 The third largest health and beauty products retail group.3-本资料来自 -Business Scope:Health care product,Beauty products,Perfume,Cosmetics,Food,Drinks,Electronic products,Foreign win3、e Airport retail business4-本资料来自 -In AsiaWatson super market,TASTE food shopping plaza,Great food shopping plaza,Gourmet food shopping plaza,FengZe fashion,Watson of the wine cellar5-本资料来自 -6-本资料来自 -ConceptionWatson personal care shop:DiscoveryConception:Health，Good，Fun(健康，美态，快乐)Mission(使命）使命）:For t4、he journey of customers in health,beauty and joy,bring them a different experience and make each customer always delight at ease,an outstanding appearance,the physical and mental health and enjoy a great life.7-本资料来自 -Market Positioning Enterprise Positioning Competition Positioning Product Position5、ing Customer Positioning8-本资料来自 -管理资源网管理资源网管理资源网管理资源网管理资源网管理资源网本资料来自 管理资源网本资料来自 管理资源网本资料来自 管理资源网本资料来自 管理资源网本资料来自 管理资源网本资料来自 管理资源网9-本资料来自 -本资料来自 本资料来自 本资料来自 本资料来自 本资料来自 本资料来自 本资料来自 本资料来自 10-本资料来自 -Enterprise Positioning High quality products,elegant shopping environment and considerate services.Good 6、and positive conceptions of life.Combine the inner and outer beauty together.Health,Good,Fun.(健康，美态，快乐）11-本资料来自 -Competition PositioningPersonal Care12-本资料来自 -Product PositioningDaily Care13-本资料来自 -Customer Positioning Fashionable young women aged in 18-36 Income:2500-3000RMB Strong consumption desi7、re Impulsion14-本资料来自 -Marketing Planning15-本资料来自 -Product Strategy Price StrategyMarketing StrategySocial Marketing16-本资料来自 -Product strategy Wide range of products Health Beauty and personal care products Unique fun dolls and candy boutique17-本资料来自 -屈臣氏的产品结构屈臣氏的产品结构18-本资料来自 -Price strategy Middle o8、r high price.The price of Watsonss products isnt low.Middle or high price make people think that the products are high quality and healthy.19-本资料来自 -Marketing strategyProfessional guidanceCharacteristics of services20-本资料来自 -Social Marketing2002“粉红革命”“Pink Revolution”80%of the growth establish a goo9、d social image.2003“春蕾计划”Spring Bud Program 21-本资料来自 -CompetitorsCOSMED(康是美)Wannings（万宁）Sasa（莎莎）22-本资料来自 -COSMED康是美Watsons 屈臣氏23-本资料来自 -AdvantagesIts Its main products are International first-line make-up.Its prices are lower Its prices are lower than other malls in than other malls in the same kind10、 of the same kind of product.product.香港莎莎集团（Sasa）A hundred of famous A hundred of famous make-up brandsmake-up brandsThe one-stop service The one-stop service strategystrategyBeauty Beauty servicesservices24-本资料来自 -Two-pronged route combing Shopping Mall and Community shopsMilk powder and health foo11、dare its flagship productsare its flagship productsThe largest chain specialty store for health and beauty products in Hong KongHong KongTit for tat25-本资料来自 -药品40%化妆品35%居家用品25%COSMED化妆品70%药品20%食品10%Wannings药品15%化妆品52%饰品15%糖果18%Watsons26-本资料来自 -WATSONS VS.WANNINGSStrengths of Watsons history-establis12、hmentcapital-shareholder 李 嘉诚store-thousands of in Asia and Europe cost-procuring in bulkCustomer positioningScientific management modeltangibleintangible27-本资料来自 -SCIENTIFIC MANAGEMENT MODEL A.Discovery Store Layout:a)diverse promotion activitiesb)necessityc)you decide to buy it and will you come h13、ere againB.Its goods shelf height is 1.40m which is convenient for customers to chose merchandize28-本资料来自 -SCIENTIFIC MANAGEMENT MODELC.cashier deska)cashier will recommend promotion to consumers,b)some products,like candy,gum are placed near the desk,c)the height of the desk is 1.20m,which will let14、 customer feel cozy when they make a payment.D.Product structure:29-本资料来自 -SCIENTIFIC MANAGEMENT MODELE.Theme:red stand for beauty blue stand for health yellow stand for funF.Creative promotion strategies:theme promotion activities.G.Uniform:unified 30-本资料来自 -WEAKNESS OF WANNINGSThe product line is 15、much narrower,mainly engaged in health and beauty productsInsufficient distribution networkStore positionImitationThe absent consciousness of PB(private brand)31-本资料来自 -PBPRIVATE BRANDS(自有品牌)What is PB?Being purchased by a company and retailed under that purchasing companys brand name32-本资料来自 -Store16、 Analysis33-本资料来自 -Watsons has a capture rate of 15%on average Influence of the brand&the shop layout34-本资料来自 -The Shop Layout35-本资料来自 -The Want Area It is the place near the entrance,where displays the commodities that are most desirable to attract customers into the store.36-本资料来自 -Impulse And Pro17、motion Areasales promotion activities such as:SALE anniversary buy one get another one for 1 Yuan and get one more The aim is to stimulate consumers buying motivation!the shop layout37-本资料来自 -The Necessities AreaDaily personal care products including cosmetics Such as:ShampooFacial cleanser(high buy18、ing tare)38-本资料来自 -The Service AreaThe cashier desk(in the middle of the store)Promotional productsBest sellersSmall products39-本资料来自 -In addition,Watson also uses colors to segment shops,telling customers the location of products.40-本资料来自 -Drugs and Health Care productsHealth Health Cosmetics and Personal Care Products Beauty Beauty Dolls and Candies JoyJoy 41-本资料来自 -Thank You!谢谢观赏！谢谢观赏！42-本资料来自 -