Marketing Strategy Of Bawang Anti-falling/Dark Hair Shampoo

Our country has joined the WTO, the business enterprise face the vigorous market competition. The cosmetics industry that reform and opening at the earliest stage,national devotion and control minimal, compete however more vigorous. In this competition, BAWANG has already gone out of one's own characteristic and possessed certain scale. In 2005, BAWANG company brought the new Chinese Medicine Essence Dark Hair Shampoo --BAWANG Anti-falling Shampoo,Dark Hair Shampoo, which adopts the international advanced biologic technology and the secret recipe of traditional Chinese medicine dark and moisturizing hair. These new products cause great repercussions in household necessities industry. In a relative short time, BAWANG have been known quickly .Its occupation of market share has greatly risen, and then they became the"dark horse"in the shampoo market.This thesis analyzes the marketing strategies for exploiting hair falling/white hair market. It uses knowledge of marketing major and systemic analysis method to analyze and discuss BAWANG's marketing system for anti-falling/dark hair shampoo. This paper consist such following parts:The first part is the introduction part, briefly introducing the concept of research on customer, competitor analysis, SWOT matrix, 4p theory. And the second part introduces the general situation of BAWANG Group Corporation, and presents the construction and function of BAWANG Anti-falling Shampoo,Dark Hair Shampoo, etc.The third part analyzes the capacity of cosmetic market, consumption characteristics of costumers and competition situation. According to different types of customers, the targeting market is mentioned, the market capacity and survey result of competition are arranged and summarized, and then future trend of shampoo is presented too. BAWANG choose the right opportunity to enter the Anti-falling/Dark hair market, at that time there has been the SUOFUTE to publicize the knowledge of Anti-falling/Dark hair and there were only a few brands for Anti-falling in the market, the competition was not so vigorous at that time. Lastly, this part analyzes the market subdivision, the new market orientation and then chooses the whole anti-falling/Dark hair market as target market.The fourth part uses SWOT matrix analyzing BAWANG Anti-falling/Dark hair shampoo, thinking that the products is faced with opportunity to the market consumption increment of the company product, the stabilization of economy and the difference of consumption requirement. In the meantime, it is facing with the menace of the product renew rapidly, competition impetuously and consumer enhancing brand consciousness etc.The fifth part is mainly based on 4p theory makes the products'marketing strategies such as designing, pricing, channel marketing, sales promotion. Brand strategy concludes: market investigation; brand focus; brand design; brand promotion. BAWNG is generated from the well-known Chinese medicine family, so it makes the brand goes to the Chinese medicine products. The pricing strategy BAWANG adopts the high price for Anti-falling Shampoo,Dark Hair Shampoo, which can make BAWANG different from other brands, and meanwhile the customers can be more trust to the shampoo, For channel strategy the article builds on marketing channel theory and expatiates on its meanings, character, function and basic operation flow. Summarizes improvement of marketing channel is very necessary. BAWANG takes the latest mode --associated sales mode in the channel strategy that is taking the several brands sale into commutative activities, in order to shorten the communication distance between consumers and the corporation. The last"p"--promotion of market adopts the strategy of combination of pushing and puling, the pushing of wide retail and strong promotion, and the pulling of advertisement. This includes the promotion for BAWANG brand, promotion for middleman, promotion for emporium and supermarket.The six part is actualize the market extending, sales system, marketing strategy, expound BAWANG's new organization structure , daily maintenance and management of net junction.The seventh part take CHENGDU marketing practicing as example , which is harmonizing the operating of market service using conformity activities such as advertisements, news, intercommunication, subject program, sales promotion etc, BAWANG become a"big brand"in CHENGDU market.Finally the thesis concludes the effect of marketing strategy, analyze the advertisement, and quotes the celebrity survey and sales data to prove the effectiveness of BAWANG'marketing strategy. And then differentiates between applied management and theoretical management, concludes the applied management theory to analyze the six theories and policies of BAWANG, management principles they embody, as follows:1 aerial media advertisements2 walk with two legs3 get the upper hand of terminal4 make BAWANG brand goes to"Chinese old character"5 consider the situation6 win-win theoryThis part also gives some recommendation for the problems:1 the first advice is about channel management,suggests that the company should redefine the agents of BAWANG2 the second advice is about promotion, analyzes the"over-promotion"has been formed, give out some advice about new promotion for BAWANG to change such situation.3 the third advice is about advertisement strategy.4 the last is about build up the social obligation about BAWANG Company.5 reinforce the service marketingConsidering the corporation condition and strategic development goal, this thesis establishes the strategy for the products coming into the market, that is starting media and explode the ground, viz. being guided by the aerial media advertisements, pushed by sales promotion activities on the ground and pursuing the explosion effect in the regional market. This strategy synthetically makes use of manifold sales promotion to establish brand image step by step and drive the sales quantity by the brand. All the analysis manifests that facing the changing environment, cosmetics companies must adapt themselves the retailing management and brand building, and so could the sustainable development be secured. To some degree, this article may be useful for small cosmetic enterprises to make out their marketing strategies for new product, and also meaningful for the development of our national cosmetic industry.