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Proposalforreshapingtheshampoobrand“Venus”ContentsExecutiveSummary.................................................................................1Introduction..............................................................................................1FindingsandAnalysis..............................................................................21.Strengths...........................................................................................22.Weaknesses.......................................................................................23.Opportunities....................................................................................24.Threats..............................................................................................35.ProductStrategy...............................................................................36.Advertisingplan...............................................................................37.SalesStrategy...................................................................................48.CostBreakdown(UnitofMeasurement:RMByuan)......................49.Benefits.............................................................................................510.RisksandManagementPlans.........................................................5Conclusion.................................................................................................6ExecutiveSummaryDuetothereputationoftheproducthasdeclined，themarketshareofbrand“Venus”iscontinuingtodecline.Asaresult,"Venus"ShampooCompanyisfacingaseriouscrisis.Thecompanyhasachoiceoftwomarketingprograms——pricecutsorreshapethebrand.AftertheanalysisofthemarketsituationandtheSWOTanalysisof“Venus”ShampooCompany,wedecidetoadoptthemarketingplanofreshapingthebrand.“Venus”ShampooCompanywillimplementtheplanthroughaseriesofadsandproductupdatestrategysoastoreshapethebrand.Themarketingplanwillcost2,000,000yuan.Throughtheimplementationofthisplan,"Venus"willonceagainbecomeoneofthemostwell-knownshampoobrands.Besides,thesalesvolumeof“Venus”shampooisexpectedtoriseby25%,andthecompany'sprofitwillriseby15%.IntroductionThebrandof"Venus"isbornin1990,whichaimedatthosefemaleconsumersagedbetween15and30-year-old.Itgavepeopletheimpressionoffashion,romantic.Shortlyafterthecompanywasfounded,itexperiencedarapidexpansionofmarketshare.Asaresult,"Venus”,whichwasastrongregionalbrandofGuangdongProvinceatfirst,becameintooneofthenationwidemajorbrands.Ithadamarketshareof4%soon.Andmorethanadecade,"Venus"keptonmaintainedthe4%Marketshare.Overtheyears,thebasisproductof"Venus"andthepackaginghavemadeseveralchanges,buttheappearanceoftheproducthaveneverbeenchanged.Furthermore,theadvertisementof“Venus”——"Venus:aromanticproductcomesfromEurope"——alsohasneverbeenchanged.In2006,themarketshareof“Venus"startedtodeclineslowly.Until2008,twoyearsafterthedeclinehappened,the“Venus”ShampooCompanybegantopayattentiontothisproblemseriously.Itisclearthat"Venus"ShampooCompanyisfacingtheproblemofbrandaging.Duetointernalandexternalreasons,thebrandmeetsaseriesofprobleminmarketcompetitionsuchasthedeclineinreputation,sales,aswellasmarketshare,iscalledbrandaging.Brandagingcausesenormousharmtobrandowner,makingthebrandownerslostpartofitsregularcustomers.Andthistrend,onceformed,itwouldbedifficulttoreverse,asifitentersasituationas"...