Marketing Plan Delighting you always Marketing Strategy and Marketing Programs 1 2 3 Marketing Segmentation Product Life- Cycle Marketing Programs Demographic segmentation Behavioral segmentation Psychographic segmentation The young consumers The middle-aged consumers Marketing Segmentation Age Gender Nationality Occupation e Social class Ethnicity 25~28 33~35 Most female; Male Chinese Professionals; Managers; Officials RMB1500~3000,RMB4000~~8000 Working class and middle class Asian Demographic Segmentation Behavioral Segmentation Benefits Sought Occasions User status User rates Quality, Service, Convenience Festivals, holidays, daily life Regular user Medium user Loyalty status Medium Psychographic Segmentation Lifestyle Attitudes and beliefs Personality Strivers; Achievers Optimistic, Enthusiastic Outgoing, Life-enjoying 0 Profits Sales Time Losses/investment(￥) Product development Introduction Growth Maturity Decline Sales and Profits (￥) Product Life-Cycle Marketing Programs Marketing Programs Product Price Place Promotion 01 Marketing Mix 02 4Ps 03 High quality product Smart pact Features Style and design Quality 4 1 2 3 Differentiated product in features Trust and warranty Strong warranty and return policy Product
