The Research Of Optimization For Promotions Of Bebe Fenne Products

Currently, the supply has always been in excess of the demand in the industries of China. Most products have the same quality seriously. In this case, there have few products that possess special functions. Especially for daily consumer goods which have weak profitability and low technological content. Once new products appear in the market, the imitators are come out after. Most of such products have no core competitiveness. Thus, how to defeat other competitors and become the leader of the market is really a question which makes me think deeply. To enhance the management of retail enterprises and to implement effective promotion strategies look like more important. Therefore, my essay takes an example of France Bebe Fenne in order to discover its effectiveness of promotions strategies applied.The essay firstly analyzes current condition of Bebe Fenne promotions, and objectively points out the existing problems in promotions. Bebe Fenne products have great development in sales; this is because its sales modes are versatile and flexible. But there still have problems of seeing with short-term sight in sales and part sales points seek for instant sales, rather than that, there will appear injury crisis in sale promotions to some extent. For existing problems of Bebe Fenne current sales promotions, the essay has deeply analyzed marketing environment and marketing mix of the products. For the marketing environment of Bebe Fenne, it now faces intensely price competition, and also has six market opportunities. For the marketing mix of Bebe Fenne, it implements effective segmentation steps, they are the selection of scope of the market, listing of potential consumer needs, analyzing different needs from potential consumers, and constitution of promotion strategies accordingly. By applying unique marketing mix strategies, firstly, consumers are segmented into two parts that are Mothers'products and Baby Products. Then, according to buying abilities, products are segmented. Thirdly, in terms of consumers'ages, products are segmented. Finally, products are as well as segmented according to different weather conditions. By applying above ways of segmentation, Bebe Fenne confirms its targeted markets and clarifies its market position. All analysis is used to resolve problems. The essay finally lists optimization for promotions in the area of sales person, advertisements, public relationship, and sales promotion.It is an inevitable trend of intense competitions in the market, however, the market expends and improves consequently due to competitions. In fact, the failure of marketing is attributed to wrong sales strategies or sales operations with low efficiency. Retail enterprises need to apply special and satisfied sales strategies to create great economic profits.The essay applies following methods to anylze:(1) SWOT analysis(2) Analysis of marketing segmentation and positioning(3) 4C analysis to analyze targeted market(4) 5WHY anlaysis...