Study On The Market Competition Strategy Of Eye Contour Mask

With the increasing demand of people for the eye-care products, there has been a considerable corresponding rise in the society, in the quantity of the eye contour mask, a brand-new product in the cosmetic family. In the meanwhile, with more and more companies' engaging in the exploration and development of such products, and their continuous launch, the situation of this market is becoming far more complex, and the competition even more fierce.As a powerful weapon to establish her brand OLX, and to cope with the unfavorable situation, DA Company is planning to have OLX Eye Contour Mask, the latest and the third of its kind, come into the market in the latter half of the year 2003. It's true that her products like Kecai and some others have already had a firm foundation in the market; however, OLX Eye Contour Mask, incredibly effective and remarkable hi quality, must defeat all the opponents, to establish its root and march on steadily. Therefore, by means of the modern marketing theory, I venture to present my study on the proper marketing strategy that the company should take as follows:Part I introduces the general background information of the market, the company and her products. Part II focuses on the analysis of the competitive circumstances. Starting with the analysis of the potential consumers, Part III dwells on the psychology and action of consumers, to determine how to fulfill the consumers' requirements. Part IV deals with the divisions of market, determination of target market, and the orientation of the product in market. Part V concentrates on the choosing and establishing of the specific strategy, based on the previousanalysis. Part VI studies and designs the methods and means to carry out the market competition strategy. The basis of this paper is the research on what strategies the DA Company adopts in order to penetrate into the market. And that the market strategies that could be chosen by firms are various.The product eye contour mask has a bright future hence there exists a tense competition among firms. The DA Company, currently producing eye contour mask failed many times before to enter into the market .To solve the problem, this paper for the first time applies the method of Philip Kotler's market advantage competition1 to the analysis of moulding and setting up a brand of cosmetics. The DA Company can make full use of these analysis results to start its preliminary market promotion. Not only will this make the group finally to win the victory of market competition but also it will help the group achieve the aim of OLX owning its one of the strongest brands of cosmetics.The emphasis of the paper is on the practical applications, it's designed to combine 'the modern marketing theory with the actual management of the enterprise, thus establishing a market strategy that best fits the company's resources, stressing on the science and feasibility of the definite operating methods in the process of a new product entering market, hoping to contribute considerable in the action of the eye contour mask market.