中国护肤品对美国市场开拓的市场营销报告

1.0 Executive summary

This report aims at the promotion of products of INOHERB Cosmetics, Co., Ltd. in the US market. The Flower Essence Mask of INOHERB is the major product to be sold in the US. Since it is impossible to promote the product across the US at the beginning, it is suggested that California is the starting point of the promotion plan. A marketing centre is to be built in Los Angeles, and the promotional activities will be carried out from Los Angeles to the whole California gradually. To be specific, this is a one-year plan which could be divided into three stages. As the media strategy, advertising is combined with sales promotion, as well as dedication to public relations. Specifically, television, broadcast, magazines and the Internet are the preferred channels for advertising. During the period, the target audience of the marketing project will change with the stages. The objective of the promotional campaign is to expand the business and the awareness of INOHERB, and to promote a new concept of skincare with traditional Chinese herbal medicine in foreign countries.

The development of the plan is based on careful situation analysis of INOHERB. The PESTLE and SWOT analysis are utilized to assess the internal and external factors influencing the marketing project. The information related to INOHERB sources from INOHERB official website mostly, as well as direct contact with the company through emails. Furthermore, the research about the target market is completed according to academic journal articles from online libraries. Before and after the promotional campaign, inquiries, questionnaires and interviews should also be used to collect feedback from prospective customers for test and modification.

For recommendation, supervision and control is important for the success of the IMC plan. In the progress of the campaign, it is necessary to often evaluate whether the actual situation is consistent with the proposed project. Moreover, the expenses are the key point to be controlled. It must be ensured that the actual expenses are generally in compliance with the budget.

2.0 Introduction

This IMC plan has been prepared for the proprietors of the INOHERB Company, and to be specific, the plan is arranged for a product of that company named …Flower Essence Mask?. This product is made of natural oriental herbs as ingredients, which stands for a strong sense of Chinese culture. The plan will fully take those characteristics as advantages in media promotion and attract local customers as well as gain market shares.

The plan is under the responsibility of STAND group. This group has dependable and flexible working attitude. All the strategies are designed by members of STAND and are based on their knowledge of the international promotion and advertising course. The international development department of the INOHERB Company is going to implement this plan.

The location of this promotion campaign is the California, USA. The state has a large number of population and developed economic environment. Moreover, the climate in California is suitable for skin-care product to be promoted, so there is a huge potential demand market for our product.

The period from April to December 2011 is the whole duration of this IMC plan. The first phase of promoting plan is from April to June, during which the …Flower Essence Mask? will be introduced to local colleges and supermarkets. The next step should be focused on magazine advertisement and Internet sales. The last phase is from October to December, more TV advertisements will be released.

The purpose of doing this IMC plan of international selling campaign is to expand market for the INOHERB Company oversea. It will be a good start for the company to enter the US cosmetic market in the future with more oriental herbs products.

3.0 Situation analysis

3.1 Marketing Mix Analysis

Product

Flower Essence Mask. The skincare product created by INOHERB Company from China, using natural ingredients of oriental herb flowers. The Flower Essence Mask has the function of skin oil control and skin refresh.

Price

The price is relatively lower than other local brand products in the USA. The target market is low-price skincare market so as to attract customers with low and middle income segment. Place (distribution)

The sale office is located at North Broadway Street, Los Angeles, CA. Around the department, there are several clubs and restaurants which can attract groups of customers. Considering the rent price is relatively high, the sale place can only be a small shop. Inventories are stored at towns around the Los Angeles, which enable the delivery of products quickly served to the whole California.

Promotion

Promotion will be emphasized on television advertisement and fashion magazine. Also the Internet advertising will be promoted in some hot websites includes list of functions and price of the mask.

3.2 Internal factors

Company Analysis

Assessment of a firm’s promotional organization

The responsibility of promotion and regulation should be charged by a local advertisement agent. The local agent is familiar with the consumption habit of local people. However, the decision of budget is in the charge of the INOHERB Company.

Review of a firm’s previous promotional programs

The INOHERB Company has successfully promoted the products in the Japanese skincare market by promoting on the TV and hiring famous pop star as salesperson.

Assessment of the image of the firm or brand

The brand of Flower Essence Mask is a pink flower which stands for the meaning of natural and clean. Besides, all the sales employees are friendly and familiar with the function of our products.

Assessment of relative strengths and weaknesses

Strengths

Ingredients are natural oriental herbs. The manufacturing process is clean.

The price is lower than other local skincare products.

The labor force in China is cheap and the production factories enjoy a low rent price in China. Weaknesses

Small shops with limited reputation may have difficulties in attract loyalty customers at first years.

Delivery cost. The inventory places are settled down in small villages around Los Angeles, so the delivery cost can not be avoid and may become a big part of expenses.

3.3 External factors

Customer analysis

Women and teenager girls in low and middle income segment are the main target customer of the Flower Essence Mask. Considering that Los Angeles is a big city with relatively high price level, the low price mask will be welcomed by those ordinary housewives who can not afford expensive daily skincare products. Working women and housewives are easily attracted by high quality and low price products if the mask can grab a good reputation among them.

Competitive analysis

To gain market shares in the US cosmetic market, products of INOHERB Company would be competitive enough to against with both local and foreign companies in California. US cosmetic market owns many world-renowned native brands such as P&G, Johnson & Johnson and Estée Lauder. Moreover, brands from other countries such as L'Oreal are also popular in

customers in US market. These brands are well known in Americans and have their fixed customers. Moreover, they have local knowledge and excellent technical support. For example, Origins, we should keep notice of their new products and prices changes. However, what is good news, that there is no other cosmetic product made from Chinese herb medicine in US market. We should make full use of our products? feature as well as keep an eye on the newcomer with similar products.

Environmental analysis

Demographic analysis

Demographic information plays an important role in deciding target market size, and further influences marketing strategy. According to U.S. Census Bureau (https://www.360docs.net/doc/897738305.html,/), California has a population of 36,961,644, which is the state with the largest population in the US. Moreover, women aging from 15 to 44 years accounts for almost half of total female population (42.3%). The proportion of women with medium income is approximately 67.2%, which is over half of the total number. Hence, the considerable bulk of the target market is an impetus for success of the marketing strategy.

Economic factors

The overall economic condition in United States is recovering from the declining caused by financial crisis, but has not reached the level before the crisis happened. The figure1 in the appendix indicates the GDP growth rates during 2006 to present, which can illustrate the overall condition of United States economy.

Although the economy condition is getting better after the economic crisis, the unemployment rate in United States is still relatively high- which is 9.6%in September 2010 (U.S. Bureau of Labor Statistics, 2010). The high unemployment will lead to comparatively low income and people?s preference for l ow price products, what will provide opportunity for our low price products. Thus the economic condition in US market is suitable for INOHERB?s entering.

Technological factors

Technology development enhances prosperity of the cosmetic industry as well as competition inside the industry. INOHERB has formed long-term cooperation relationship with Shanghai University of T.C.M. A six-square-meter herbal skin care research centre was founded, including extraction center, testing, monitoring center, the test laboratories, sophisticated equipment and experts, professors, technical staff of the research team, which greatly enhanced the efficiency and capability of product development. At the same time, INOHERB has cooperated closely with domestic and foreign scientific research institutions, and paid close attention to cutting-edge technology and industry dynamics. Any launch of a new product by INOHERB is supported by solid scientific research. After years of research dedicated to herbal skin care products, INOHERB combined Kampo herbal medicine and modern technology to develop a series of remarkably effective and safe herbal skin care products (INOHERB Official Website, https://www.360docs.net/doc/897738305.html,/ ).

Natural factors

California has a diverse natural landscape, including the magnificent canyons, mountains and dry desert. Southern California has a tropical desert climate with large temperature changes, while coastal areas is dry in winter and wet in summer, which is the Mediterranean climate (Cook, E.R et al 2004, p. 1016). Under these climates, skin of people tends to be dry and dull. Since the Flower Essence Mask has a function of moisturizing, firming and glossing skin, it is suitable to sell the product in California considering the natural factors and its influence on women?s skin.

Cultural factors

To promote INOHERB in US market, social and cultural factors must be taken into consideration. Because the distinguishing feature of our products is the natural Chinese herbal medicine essence, we must pay attention to the public acceptance for Chinese medicine in US market. To specify, we must investigate whether American customers know and trust the effect of Chinese medicine. The research of Cassidy (1998, p17) shows that there were 24 accredited schools of Chinese medicine and about 10,000 practitioners who give treatments to over 1 million persons in United States in 1998, the number has increased to 60

million according to the recent research. It can be seen from the evidence that Chinese medicine has been trusted by Americans to some extent.

Political and legal factors

For the political part, regulations and laws set by both two countries can affect the business of INOHERB. For instance, we should pay attention to the legal process of foreign companies and products entering US market. Particularly, United States has a strict censorship on the safety of food and drug, including the cosmetic products. To introduce our product to US market, the products? ingredients must get FDA approval. The relationship of China and United States is also a vital factor. In recent years, the overall relationship between those two countries is amicable and they keep ever-increasing exchanges and cooperation in many fields. However, there are also some fictions. Anti-dumping is a disturbing problem for China since China?s accession to WTO in 2001, United States has taken anti-dumping on China for several times and the DOC tries to alter the policy to make situation more difficult for China (Ikenson, 2005, p3). Besides this, United States is not satisfied with barriers to trade they faced in Chinese market (The New York Times, 2007). These fictions in China and United States? bilateral trade will cause the uncertain factors in INOHERB?s export

3.4 Opportunity analysis

According to the cultural analysis, traditional Chinese medicine has been increasingly popular in western countries, which provides an opportunity for INOHERB to enter US market. Based on the strong R&D capabilities, INOHERB successfully integrated Kampo herbal medicine into cosmetics. INOHERB products are made from natural and traditional Chinese medical herb. Compared to chemically made cosmetics, the herbal medicine is gentle and mild, and not stimulates skin. The new herbal skincare concept brought out by INOHERB should be able to attract western consumers.

Price is another significant one of INOHERB?s competitive advantages. Because of the less expensive labor and manufacture in China, INOHERB products could have a lower price than similar local products in the US. From the above economic analysis, it could be inferred that

relatively inexpensive commodity will be more acceptable under the current US economic circumstance.

Last but not least, California, as the chosen target market, is a market full of opportunities. According to the demographic analysis, the substantial potential customers comprise a huge target market. Furthermore, the natural analysis provides evidence that the Flower Essence Mask is appropriate for most of the potential audience, which reveals that the target market has a good quality as well as the large size. Hence, these features of the target market are favorable for the promotion of the Flower Essence Mask.

4.0 Objectives

4.1 Marketing objectives

The major marketing objective is to expand the business of INOHERB and concentrate on qualitative cosmetics products full of Chinese traditional drug, price advantage which price is relatively low and high price quality.

4.2 Sales objectives

The sales performance is our major preoccupation concern, Seeing budget later!

4.3 Communication objectives

The communication objective is to increase awareness of INOHERB as a cosmetics provider of natural, mild to no reaction and herbal skincare products. Giving you a new concept of skin care, which emphasizes the internal care of skin rather than dependents on the outside modification and maintenance.

5.0 Budget

Our budget is divided into four main parts in which every part lasts four months. During the first stage, the USA official website will be prepared and built, and no sales income will be earned. After four months, we will concentrate on publicity in famous and comprehensive university in California, like UCLA (University of California at Los Angeles) and USC

(University of South California). More specifically, the publicity in universities includes holding free-try parties, giving out leaflets and samples and building university websites. At the same time, we will set the counters in Wal-mart Stores in Los Angeles, and build the Facebook and Twitter homepages. These three promotion methods take up about 10 percent of our estimated sales income. During the next season in which includes Thanks giving day and Christmas holiday, the sales income is estimated to increase by 20 percent, and the selling expense will grow to 15 percent. Besides, more attention will be paid on magazine promotion, and Magazine Seventeen is our initial decision. Finally, if the sales status is as satisfying as we have expected, the final stage is to prepare Christmas publicity and spend about 50 percent of our estimated expenses. Through the whole year, the Internet advertising is our most preferred promotion method, and 5 percent of current period income is prepared for contingencies.

6.0 Target Audience

To develop promotion and advertising strategies for INOHERB, the target audience of advertising should be deeply researched and clearly segmented based on the customers?analysis which we made in foregoing parts. In this part, we will analysis the market segmentation, market targeting and product position of INOHERB?s products.

6.1 Market segmentation

According to the features of our products, the target audience of advertising can be segmented by many dimensions. First, we should decide the gender of most audience so that we can develop the strategy base on the audience?s characteristics. For example, when choosing the style of package and spokesman, we should consider male or female?s likes and dislikes. Then, since our product is skincare product, age is a vital element. The customers?age should be taken into account because the product?s features and we should put particular stress on different age groups when setting strategies. Moreover, the income level of target audience is crucial. We should learn which income groups that most of our customers belonging to. Last, the customers?lifestyles affect their buying decisions significantly. Since our product?s special is Chinese medicine herbal essence, we should investigate the customers? lifestyles in target market to find out their views of natural herbal products.

6.2 Targeting

The bold worlds in the form above shows the main segments of INOHERB?s target customers we should put more emphasis on. Since our products are skin care products and INOHERB has not developed products specially for men so far, most of our target audience should be women. For the age issue, our products are natural and mild so that can be applied to people of all ages. Beside this, there are more substitute brands in the middle-aged skin care market, so our newly introduced brand should put more stress on the young and the old. Furthermore, our products are targeted on low-income and middle-income customers because

the low price is one of the attractions of our products. Lifestyle of customers should also be considered and since our products are made of natural materials and contain herbal medicine, we should choose people of natural lifestyle as our target audience.

In consider of the budget, it is difficult to make our advertisements reach to all the audience in a short time, so we select university students and female customers of supermarket in L.A. as entry points and then expand the range to all women in California.

6.3 Positioning

Market position is the most important element to make the promotion and advertising strategies. After the analysis before, INOHERB?s products will be positioned as skincare products sold at low price in the large supermarket, made of natural material and contain Chinese herbal medicine essence.

6.4 Environmental Influences

Many environmental factors can influence the decision of INOHERB?s target audience, especially cultural and political factors. As we discussed in the environmental analysis, the cultural issue can be concluded as some Americans accept and trust in Chinese medicine while others not. So the different strategies should be made according to the extent of audience?s acceptance of Chinese medicine. Furthermore, if the relationship between China and U.S. has worsened for political reasons, the promotion and selling of INOHERB will face difficulty in U.S. market and the target audience will be divided into those whose buying decision will be influenced by political factors and those whose will not.

7.0 Communication strategy

7.1 Message

The message to be communicated involves the INOHERB brand concept, and the characteristics of the product to be promoted. INOHERB sets up a new concept of skin care, which no longer dependents on the outside modification and maintenance, but emphasize the internal care of skin. From the inside out, lasting beauty of the external skin will be built.

Furthermore, INOHERB products extensively use Chinese herb ingredient. Natural, mild, herbal and oriental are some key words to describe INOHERB products. Specifically, the Flower Essence Mask is mainly extracted from peach blossom, Lotus and Hibiscus. The thr ee flowers? nutrient can be used to solve the problem of dry, dull and rough skin. Hence, the mask has the function of moisturizing, whitening, smoothing and compacting skin (INOHERB Official Website, https://www.360docs.net/doc/897738305.html,/ ).

7.2 Source

It is decided that the Chinese girl Alan is the spokesperson for the product. To enter and be accepted in the US market rapidly, it is better to invite an influential person to communicate the message. However, it is impossible for INOHERB to invite a famous Hollywood movie star to be the spokesperson, which is based on the following reasons. Firstly, INOHERB is a company with a short history, there is not affluent advertising budget. A Chinese singer who is also the spokesperson for the products in home market will contribute to saving advertising expenditure. Most importantly, INOHERB intends to set up an image full of oriental charm, which is quite different from the competitors in the target market. Hence, it is better to dedicate to creating a Chinese atmosphere to match the message remarked above. Then choosing a Chinese woman to be the spokesperson will help to arouse audience?s feeling of China, orient and elegance.

7.3 Channel

Television, the Internet and print media could be used in the promotional campaign. TV advertisement is one of the most common and effective communicating channel. Because of the shortage of fund, the TV advertisement strategy emphasizes on the quality, not the quantity of the advertisements. INOHERB TV advertisement should be aired in the prime time on at least two major local TV stations, such as Columbia Broadcasting System (CBS) and American Broadcasting Company (ABC) (Wikipedia, https://www.360docs.net/doc/897738305.html,/wiki/Television_in_the_United_States). As a new media, the influence of the Internet has been growing fast. According to Espadas et al (2008), it is important for a company?s Web site visible to the Web users as much as possible through the

link of search engines. Therefore, INOHERB should invest in Internet advertisement as well. Although print media seem to be outdated, its publicity effect cannot be ignored still. Beautifully produced print ads could be published on female magazines and magazines of fashion.

7.4 Receiver

As is analyzed in the previous section, target audience could be classified according to gender, age, income, lifestyle, and even attitude toward politics. Considering features of INOHERB products, especially those of the Flower Essence Mask, the target audience could be defined broadly; almost all women could use the mask. Moreover, INOHERB products may be more acceptable by consumers with middle and even lower income. Additionally, people who pursue natural and healthy lifestyle, as well as care little about politics are more likely to be INOHERB target audience.

7.5 Feedback

After the message has been transferred to the target audience, it is necessary to gather their responses to test whether the communication strategy is successful. First of all, it needs to know whether the content of the information communicated is accepted by potential consumers. To be specific, the degree of consumers? acceptance of INOHERB brand concept and Kampo herbal medicine should be tested carefully. Secondly, whether individuals approve the way to convey information also needs to be investigated. It is important to achieve feedback from the target audience about their attitudes toward the spokesperson and the channels, and whether the logic of the advertisement is in compliance with the American way of thinking.

8.0 Creative Strategy

Creative strategy is crucial for advertising because it is the part that captures the consumers?attention and influences their buying decisions in ads (Wikipedia, 2010). The most effective way of communicating the information in the ad need to be found and the target audience must be related closely to the ad in setting the creative strategy. According to the features of

our products and the analysis we made before, the message we should deliver to the audience is that our product is a low price skin care product formulated with Chinese herbal medicine essence and it is natural, meld, and has a significant moistening effect.

Since the object of the advertisement has been set, we should find the way to reach the target and the main questions should be answered are listed below.

8.1 What is the basic issue to be addressed?

This is the most important question in creative strategy. In the case of INOHERB, the most important problem is to convey the concept of moisten skin with Chinese herbal medicine to the audience who know little about it.

8.2 Major selling idea to communicate

The next stage is to make sure our main selling idea which is our products are attractive in both price and quality is properly communicate to the audience through the advertisement.

8.3 Creative strategy statement

Thus the creative strategy can be concluded as to attract the audience with the new skin care concept and the high quality products at reasonable price.

8.4 Supportive information

To support the theme of our ads, many elements such as Chinese character, ingredients of products and the price can be used as attractions in the ads. Moreover, the budget of the advertising should be taken into account.

8.5 Advertising Execution

INOHERB is a brand with distinguishing Chinese features and it uses the basic concept of traditional Chinese medicine, which is to address both the symptoms and the root causes. Thus Chinese elements should be used in the ads. Furthermore, the brand concept of INOHERB which is healthy skin leads to beauty should be expressed to the audience. Since

the ingredients of the flower essence mask contain essence of peach blossom, lotus and hibiscus, the images of these flowers can be used in the ads for it can both show the product features and attract female audience. The slogan of INOHERB is “Inner power, outer beauty”, which can clearly express the brand concept. To integrate these elements, we should use a combination of demonstration, animation and personality symbol in our ads.

8.6 Draft advertisement

The draft designs of INOHERB?s advertisements in U.S. market are made for television, internet and press advertisements with the same theme --Health is the source of beauty. All ads should have the same theme color--light green and pink, because the light green which stands for nature and plants is the color of INOHER?s logo and the pink come from the flowers in the ingredient. These colors are also designed for female audience and the audience has natural lifestyle. The logo of INOHERB and the slogan should also be contained by all the ads. For the different medias, we made different ads according to the form of advertising, audience and budget. The detailed draft advertisements are listed in Appendix 1.

9.0 Media Planning

9.1 Develop a media mix

Publicity

College promoting campaign is an efficient way to attract a large number of our target teenage customers. Sale bus with our product?s loge printed will go to the campuses and deliver face-to-face selling. Free-try products will also be delivered to female dormitories. In summer football match season, we planed to sponsor the cheer-up team of some famous colleges. This is a good method to open market for our products in the entering phase of promotion. It is planned to use 30% of the budget.

Television

Promoting the product on TV is the most ideal method to get close to our target audiences. The advertisement will be played on the CBS (Columbia Broadcasting System). The products

can be exhibited completely with high-quality picture and persuasive illustration. Since women are really into fancy pictures and beautiful pop stars, a well-designed advertisement can quickly attract them. But TV promotion is relatively more expensive, especially when the time position is hot, such as among popular evening shows, so this method is only appropriate used and will not be the main promoting way. It is planned to spend 20% of the whole promoting budget.

Magazine

Publishing advertisements on famous magazines is the main promoting approach we are going to use, and it will cost 30% of the promoting budge. Fashion magazines such as …SEVENTEEN? and …V ogue? are well published in the USA and these magazines are leading the fashion trend among teenage customers. Furthermore, if our products can attract some cosmeticians through this way, our products will be wildly used in fashion shows. This can become a great demand market. As long as the products earn a good reputation among those fashion artists, ordinary people will quickly accept those products, since the price is also really attractive to them.

Internet

Small pieces of advertisements on the websites are low-cost and simple-designed. We plan to buy the right of putting the advertisement on FACEBOOK, a popular website among students and young employees. The female users of FACEBOOK are almost the same as the products?target customers, so this promotion method will be effectively. The target is to let customers to get familiar with our products, and then they may consider purchasing them.

9.2 Target market coverage

Our target audiences are females of all age segments such as teenager girls, working employees and housewives. Since then, the promoting media will put emphasis on these customers groups. Television advertisement is aim to cover females of middle and old age segments. Considering that the teenage girls are busy with part-time jobs and homework, they may not be the main TV audience, so this promotion coverage may not result much wastage.

On the other hand, the Internet and magazine advertisements are focus on young female students.

9.3 Geographic coverage

The promoting area will be focused on the Los Angeles, CA. According to the plan, our sales apartment is located in the Los Angeles, so it is proper to open a market and attract loyal consumers in this city. Around the city, there are some small towns, if there are also some customers react positively to our advertisement, the sale office can provide short-distance delivery.

9.4 Scheduling

Below is a promotion schedule showing the timing of promotion campaign. In the first step of the promotion, most sale counter in Wal-Mart are open daily, and school promotion should be according to local condition. So there is will only schedule of other promoting media. Most TV and magazine promotion campaign is planed on autumn and winter. During these two seasons, people are willing to purchase daily-used mask which protect skin from dry and cold air. So during October to the end of the winter vacation, the potential demand market is great. Promoting campaign should be focus on these mouths.

Promotional schedule

9.5 Reach versus frequency

Los Angeles has a population of 4million. The INOHERB sale department is located in a central position in the city. TV advertisements can cover the whole city and Magazines are also sales everywhere, so it is believed that most female citizens would know the products. Ideally with the promotion from October to the end of the year it would be hoped that most women in Los Angeles would be exposed to the products of INOHERB at least twice a month.

9.6 Mood

The mood of our products is high-quality and low price. TV advertisements will put emphasis on the cheap price and nature ingredients the products contain. On the other hand, products introduction on fashion magazine and popular websites can leave a fashion and popular impression on young girls.

9.7 Flexibility

There are about 2% of the budget are set for unexpected opportunities or contingency change. For example, if the price of TV advertisements rises, we have available cash to sponsor it plays continuously. Also, when we find that the internet promoting method is so effective that far beyond our expectation, we can add these 2% to make further investment.

9.8 Budget considerations

The first part of our budget comes from investment from other firms and persons. After sales department get profit, it will return amount of those investment with proper interest. To maintain budget fund, then the money will mostly come from the selling profit.

9.9 Promotional mix

Combining different kinds of promotion methods helps to achieve great sale performance. Advertising: Introduction of the new entered products is essential to INOHERB to leave a good impression on customers? mind. Advertising on TV and magazines gives great chance to Direct marketing: public promoting campaign such as arrange promoting buses in colleges to

attract college students.

Sales promotion: special sale desk provided in Wal-Mart offering free try of the Flower Essence Mask which can stimulate immediate sales.

Public relation: College promotion campaign is a kind of public relation. Also, the company will sponsor college cheer-up team in football matches.

Publicity: Deliver free-try service of the products to college female students?dormitories. Also, the selling of products is planed to work with the GROUPON website to gain more loyal customers.

Personal selling: sellers in the Wal-Mart INOHERB counter offer product introduction and skin consultation to perform person-to-person communication.

10.0 Media Strategy

10.1 Advertising

Television

As media planning mentioned, television promoting is the most ideal and direct method to advertise our product to the target consumers, though the expense is the highest in all of the advertising methods. The advertisement will be exhibited on the CBS (Columbia Broadcasting system), which is one of the most influential nationwide commercial broadcasting in America. According to the promoting budget, 50 percent of the budget is allowed for TV promoting, and television promoting is mainly targeted at middle-aged housewives. Thus, the advertisement will not be place on the break of the program with high audience rating. Instead, it will be arranged on about nine to eleven o?clock in the evening to attract those middle-aged women who are watching soap opera, and on eight to ten o?clock in the morning to appeal the housewives who are doing household duties. Besides, if cost permitted, we will place the products on cosmetic variety show and invite some cosmeticians to introduce our products.

Magazine

Magazine promoting is the main promoting approach to achieve our promoting goal,

and it takes seventy percent of the promoting budget. In order to raise the reputation of the products, the famous school magazines are the right choice, for this kind of magazines will attract young women who persist in beauty and fashion like female undergraduates even high school girls. Hence, popular magazine …Seventeen? is our choice to advertise the products. Also, we will invite some cosmeticians with some small reputation to propagandize the products on the magazines to enhance the publicity and the reliability.

Internet

The Internet promoting is low-cost and simple-designed, and it occupies large part of promoting. This media promoting is targeted at young students and young employers. We choose the FACEBOOK and Twitter as our promoting tool, since it is a popular website for young people social contacting in USA. Most of expense will be paid on the build of homepages and it will be completed during the preparation phase.

10.2 Sales promotion

Sales promotion is kind of activities aimed at the consumer and encouraging an immediate response, such as sampling, coupons, premium, contest and price-off. We make great effort to persuade first users or experiencers to purchase the products again and increase the purchasing frequency, through this way, consumer will get used to buying these products. More specifically, the sales promotion planning is to send out gifts or not-for-sale products to those consumers continuing purchasing our products. In other words, this sale promotion needs consumer to buy the products repeatedly to exchange for this series of the gifts, and get the habit to purchasing. On the other hand, we will pay more attention to establish of the quality and character of the products instead of laying too much emphasis on immediate response leading to establish bad brand images.

10.3 Direct marketing

The sales promotion here, which is different from the one that has been mentioned