Objectives, Strategies and Tactics
Objectives, Strategies and Tactics
Target Audience: Consumers
Objective 1: To regain 50 percent of P&G’s losses from product returns by June 2007.
Strategy1: P&G will allow all returns of SK-II products without question and under no specific conditions. Tactic 1: Host a press conference to publicize return policy change. * Arrange press conference to occur at the largest SK-II sales counter in Beijing * Invite local, regional, cosmetic media representatives to attend conference * Specify that the conference will feature P&G Asia region president and VP sales and marketing * Provide media with press release at the conference containing details and full description of return policy * Arrange follow-up interviews with Asia president, and marketing & sales VP
Tactic 2: Provide return policy information through social media channels and outlets * Post information on SK-II’s Sina Weibo (equivalent of Twitter) and SK-II website * Provide signage at all SK-II counters * Send postcards to regular customers who are on a sales counter’s mailing list
Strategy 2: Restore brand loyalty and trust among past consumers with free giveaways and Product discounts
Tactic 1: Plan and execute monthly SK-II beauty parties at every sales counter. * Promote these events on SK-II website and social media platforms the week before * Invite regular customers who may be on a mailing list via postcard * Send email ‘postcard’ to web/newsletter subscribers * Provide signage for each counter the day of event * Provide each counter with 1,000 sample-sized products to give away * Provide appetizers at counters to attract more customers
Tactic 2: Promote flash sales on SK-II products on social media platforms at least once per week * Create a link where customers can buy the discounted product online and post it on the website * Discount product at 25% off * Limit product purchase to one per
Target Audience: Consumers
Objective 1: To regain 50 percent of P&G’s losses from product returns by June 2007.
Strategy1: P&G will allow all returns of SK-II products without question and under no specific conditions. Tactic 1: Host a press conference to publicize return policy change. * Arrange press conference to occur at the largest SK-II sales counter in Beijing * Invite local, regional, cosmetic media representatives to attend conference * Specify that the conference will feature P&G Asia region president and VP sales and marketing * Provide media with press release at the conference containing details and full description of return policy * Arrange follow-up interviews with Asia president, and marketing & sales VP
Tactic 2: Provide return policy information through social media channels and outlets * Post information on SK-II’s Sina Weibo (equivalent of Twitter) and SK-II website * Provide signage at all SK-II counters * Send postcards to regular customers who are on a sales counter’s mailing list
Strategy 2: Restore brand loyalty and trust among past consumers with free giveaways and Product discounts
Tactic 1: Plan and execute monthly SK-II beauty parties at every sales counter. * Promote these events on SK-II website and social media platforms the week before * Invite regular customers who may be on a mailing list via postcard * Send email ‘postcard’ to web/newsletter subscribers * Provide signage for each counter the day of event * Provide each counter with 1,000 sample-sized products to give away * Provide appetizers at counters to attract more customers
Tactic 2: Promote flash sales on SK-II products on social media platforms at least once per week * Create a link where customers can buy the discounted product online and post it on the website * Discount product at 25% off * Limit product purchase to one per