MARKETING PLAN FOR A CHINESE WELLNESS BRAND IN US MARKET


 

Yuan is a luxury personal wellness brand founded on Chinese principles. The aim is to provide natural and sustainably sourced raw materials to create a customizable luxury experience. The product range includes: incense, incense holders, essential oils and studio services in two locations (NY & SF).

Yuan provides customizable essential oils and incense to best suit each customers needs, because not every customer is alike.

The ease of use and sleek design allows consumers to seamlessly incorporate this habit it in their busy schedules and while traveling.

Yuan is bringing the traditional Chinese use of incense to America in order to heal and relax consumers in a holistic way.

Detailed book at the end of the page. 

lookbook

 
 

COMPANY OVERVIEW

 
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BRAND ANALYSIS

MARKET ANALYSIS

 
 

COMPETITIVE LANDSCAPE

YUAN'S  Core Competencies & Competitive Advantage 

 
 

TARGET MARKET IDENTIFICATION

 
 

STRATEGY OVERVIEW

Based off of our products and positioning, Yuan will have the store/studio experience offered in two locations: Mission District of San Francisco, California and Soho District of New York City, New York. 

To reach the rest of the population Yuan will be sold in two major luxury department stores, Neiman Marcus and Bergdorf Goodman as well as on their websites. Based off of our prices and high quality products. Yuan will be successful in these locations. Through the use of social media and magazine advertisements we will be able to reach out target consumers efficiently.

Yuan plans to employee knowledgeable and understanding employees that can connect with consumers and help examine their needs. This will be both at the Yuan stores as well as in the department stores. Yuan will also employ trained professionals in the art of incense and mediation with out studio experience. 

  Price/Accessibility Matrix | SERVICES

Price/Accessibility Matrix | SERVICES

MARKETING MIX

  Price/Accessibility Matrix | PRODUCTS

Price/Accessibility Matrix | PRODUCTS

 

 

Unique Selling Proposition

Helping individuals find their inner bliss and peace by incorporating the act of soothing Chinese rituals. 

Brand positioning 

Yuan’s contemporary outlook is to bring the Chinese heritage to America and evoke a minimalistic approach. Aiming to be perceived as a luxury brand, our focus is on providing the ultimate luxury experience and to stand out amongst competitors in the personal wellness market. We intend to do this by putting emphasis on sustainable practices and only traditional organic ingredients.”

Product

  • Incense
  •  Incense Holder
  •  Essential Oils
  •  Customized Incense selection
  •  Customized essential oils
  •  Studio Experience

price

  •  Incense 6 per box: $75.00

  • Incense holder: $65.00 and up

  •   Essential Oils 12ml: $50.00  

  •   Studio Experience: $100.00 for 30 min / $185.00 for 1 hour

placement

Store/studio experience offered in two locations: Mission District of San Francisco, California and Soho District of New York City, New York. 

To reach the rest of the population Yuan will be sold in two major luxury department stores, Neiman Marcus and Bergdorf Goodman as well as on their websites.

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yuan 40.jpg

promotion