You are the marketing lead for a domestic beauty brand. You are now preparing to launch a star sunscreen spray into offline Watsons stores. How would you develop the go-to-market strategy?
分类: case
难度: easy
标签:
答题技巧
1. Define target audience and competitors; 2. Analyze Watsons channel characteristics and consumer purchase behavior; 3. Propose differentiated selling points and communication message; 4. Plan launch phases: pre-launch buzz → explosive launch → sustained sales; 5. Explain combination of in-store display, promotion, KOL cooperation, and data tracking
参考答案
Target audience: 18–28-year-old young working women sensitive to ingredients and portability. Main competitors: Anessa, Biore, and Mentholatum spray products. Watsons shoppers tend to 'browse and buy on impulse', so strong shelf visual impact is crucial. Launch timeline: 2 weeks pre-launch — seeding on Xiaohongshu & Douyin + influencer swatch videos; First month — 'buy one get mini free + 9.9 yuan flash sale for members' combo, BA training, in-store trial spraying in key cities; Second month onward — adjust shelf position and SKU allocation based on sales data, continue Douyin local life ads to drive offline foot traffic. Core message: 'Zero-burden sunscreen anytime, anywhere — just one spray.'