| Summary: | 碩士 === 國立交通大學 === 企業管理碩士學程 === 98 === Skincare is an industry that brings women and men feelings of beauty, hope and pleasure. In recent three decades, the skincare industry not only generates enormous global economy increase but also drives the formation of the new consumer culture. Giving exuberant life of present and future vitality of the market, skincare still keep creating business opportunities.
I Company enters this promising industry as a new comer. I Company has entered skincare industry for one year or so. O Product is the first skincare product of the company. O Product is developed via advanced oxygen technology, and it is made from natural material without any preservative and artificial ingredient. O Product has been released in the market for six months, but the sales volume is still far from CEO’s expectation. Because of the above-mentioned reasons, the goal of the marketing plan is to find the factor causing low sales volume and provide effective solution.
Accroding to the understanding of I Company and the meeting with CEO, the CEO has limitation about marketing cost. Because of the reason, the Internet is chosen as main channel of O Product, the product is sold on the online shops of Yahoo!! and PChome, which are the top two websites in Taiwan. Also, the ads and promotion such as discount and coupon are expreded via social network and text message to the potencial customers. Furthermore, the functions such as customer service, skincare knowledge and customer response will be enhanced. Through the marketing plan, customer relationship management will be improved; the sale volume and click-through rate increase. On the other hand, accumulating click, annual sales volume and ROI are the criteria of evaluating the markeing plan.
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