Advertising and promotion ideas for each life-cycle

• Product lead-in period

We will take the brand creation as the advertising goal to increase the visibility of new

products, smart electric toothbrushes, and consumers' understanding of our product

concepts and brand trademark memory; expand the market and induce consumers to

have a preliminary impression and demand for our new products. Willing to try new

products and gradually accept our products.

Adopt an informative advertising strategy, publicize the emphasis on rational

education, and emphasize the specific benefits of new product concepts to consumers.

Through the introduction of product performance, features, etc., the consumer pioneer

of the product, that is, the early purchaser, is cultivated. For example, advertising

should focus on the unique features of our brand's smart electric toothbrush, such as

gentle removal of tooth stains, replacement of brush heads according to different

needs, and stylish appearance. Advertising adopts a full range of intensive

communication and makes full use of different media combinations to make

advertising information reach the most extensive consumer level, so as to achieve the

purpose of quickly occupying the market, influencing product awareness, and initially

enhancing brand awareness, and laying a foundation for the future development of the

product Good foundation. Pay attention to the coordination with other promotion

strategies, so as to better achieve the advertising goals, shorten the lead-in period, and

enter the growth period as soon as possible.

• Product growth period

The growth period of a product is a period of rapid growth in product sales and a large

increase in profits. At this stage, two issues should be paid attention to. The first is to

compete, improve product market competitiveness, and further expand market share;

guide consumers to buy and buy Named purchase rate. The second is the image goal,

to strive for the public to have a correct and comprehensive understanding of this

product, to improve the reputation of the product, and to focus on the brand and

establish a good brand image.

Adopt persuasive and competitive advertising strategies, highlight the brand, focus on

brand advertising, and consolidate product concepts. The appeal focuses on the

difference between our products and competing products, especially highlighting the

excellence of our products, stimulating selective demand, and enabling more potential

consumers to purchase the brand's products by name, and further expand the market

share.

The main goal of advertising is to serve our brand and maintain the brand image.

Describing the brand image is much more important than emphasizing the specific

functional characteristics of the product. For example, we can establish emotional

connections with consumers through the brand image of Healthy Sunshine.

Since the large-scale advertising in the early stage has made consumers familiar with

the product, advertising costs have been reduced. In order to enhance the brand's

status and enhance the effect of word-of-mouth, the investment in public relations

activities has been slightly increased. As the brand effect has appeared, consumer
reputation plays an important role, new customers continue to join the ranks of buyers

in the word-of-mouth information transmitted by old customers, product demand

maintains a natural growth trend, the role of various promotional methods has

weakened, and promotional costs are relatively reduce.

• Product maturity

Product maturity is the period when product sales growth slows down, in order to

fight competition and maintain product status, marketing expenses increase day by

day and profits decline. At this stage, there are two issues that need to be paid

attention to. One is to maintain the brand, increase consumers' consumption habits

and preference for products, deepen consumers' goodwill and confidence in products,

stimulate repeat purchases, establish brand loyalty, and ensure the existing product

market. , And increase the market share; the second is to focus on improving the

overall visibility and reputation of the company, and establish a good corporate image.

Adopt maintenance, reminder, and competitive advertising strategies. Advertising

focuses on the promotion of brand and corporate image, improve brand and corporate

reputation, cultivate brand loyalists, and attract more consumers to repeatedly buy the

product. Establish a good corporate image, pay attention to maintaining the emotions

between companies, brands and consumers, and lay a good foundation for new

product development and listing. Advertising should pay attention to the difference

between showing and highlighting the brand.

Use various social public relations, sales public relations, etc. to promote product
brand development and enhance corporate image. At this stage, the form and cost of

public relations activities have reached a climax. Strict quality management, with

reliable and high-quality products to win the continued trust of consumers. Efforts to

improve service levels and improve the service network. Try to extend the maturity

period of the product as much as possible to avoid the product entering the decline

period early.

• Product decline period

The product recession period is a period when the downward trend of product sales

gradually strengthens, the profit continues to decline and eventually tends to zero,

thus exiting the market. Products are already very saturated in the market; products

are in an aging state and can no longer meet the new needs of consumers; with the

continuous development of technology and the improvement of consumer demand

levels, new products or new substitutes appear on the market, and consumer needs

and Interest is shifting rapidly; product sales have changed from a slow decline to a

sharp decline, profits have fallen sharply, and products are in the process of being

eliminated from the market; original market competitors gradually withdraw from the

market. Advertising strategies during this period need to pay attention to: try to

maintain the current market share, maintain a certain level of consumer demand, delay

the decline in sales; or shift the advertising focus to other products with more

potential.

Adopt a reminder advertising strategy, focus on promoting the brand, and maintain the
preference and buying habits of brand loyalists, that is, old users, so that they do not

give up the product easily. During this period, advertising costs have been greatly

reduced, and reduced to a level that maintains the needs of firm loyalists. Attract late

buyers of products through low prices, promotional activities, good after-sales service,

brand effect, and corporate reputation. At the same time, we should promptly develop

new products to replace old products, and invest advertising expenses on new

products, gradually abandon old products, and guide products to replace old products

with new ones in a planned way.