Marketing Campaign Of Pure Green Series Natural Skin Care Products

"The Functional Agriculture Developing Project of Lichuan City",took water shields as its main health-care product,planed to break into the Big Health Market.The initial intent of this project aimed to develop a series of skin care products compounded with water shield essence,by relying on the patented technology of high-quality agricultural products from Enshi area and cooperating scientific research laboratory's patents.After plenty of reading and research,the graduating thesis revealed the best opportunity for this series skin care products to enter the natural skin care market,which was to enter the undetected skin care market,where hosted by middle-aged and old people from the new first tier cities.And with this insight,an integrated marketing communication plan named " Marketing Campaign of Pure Green Series Natural Skin Care Products" was depicted.This is a comprehensive marketing promotion plan for Pure Green.In terms of researching methods,data analysis and focus-interviews were adopted to form the main content.In terms of content,it mainly covered seven parts:the formulation of marketing target,the investigation and analysis of natural skin care industry,the designing of insights and the positioning strategy,the marketing strategy,the communication strategy,the effect evaluation and the budget.According to Lichuan Functional Agricultural Business Project,we drew up Pure Green's marketing target.In marketing research,we found the intersection of the natural skin-care market and health-care market,detected the gap of needs in the skin-care market for the middle aged people,and made a specific marketing strategy of "Pure Green,the most suitable natural herbal skin-care product for the middle-aged".Under this strategy,we designed proper products to meet target consumers' skin-care needs.The publicity and planning were also focused on middle-aged in Chinese new first tier cities.In terms of form,based on the marketing strategy,corresponding promotional copy writings were composed,series of key vision,including packaging design and concept posters were designed independently.