Promotion Strategies Of SIAS

This paPer firstly introduces the global sales and marketing of Olive Company, thenthe marketing background and strategies of Promotion "SIAS" are introduced, andlastly a few questions related to promotion are analyzed.ln 200l, Olive Company brought the new brand---SIAS in China, which hasCharacteristics of Indian culture and shower foam and soaP. It causes greatrepercussions in household necessities industry In a relative short time, SIAS havebeen Anown quickly Its occupation of market share has greatly risen. Based on thebrand operation theory this paPer divides SIAS brand strategy into six parts: marketinvestigation; brand focus; brand design; brand promotion; brand extension andbrand protection. This paPer globally describes its cultllral background and functionsof products. According to different tyPes of products, the targeting market ismeniioned, the market caPacity and the survey result of competition are arrangedand summarized and the future trend of shower foam and soap is presented. BeforeSIAS going to market, the preparation includes brand focus, VI design, productdesign, package design and adveftisement design. The necessary protectionmeasures are taken. The promotion of market adopts the strategy of "combinationof pushing and pulling", e.g., the pushing of wide retail and strong promotion, andthe pulling of advertisement. This paPer introduces the promotion of SIAS based onsales strategy, advertisement, marketing promotion and sales data. The sources ofSIAS brand focus and difference are briefly analyzed, Which the matrix analysis ofcompetitions and SWOT analysis are used, and the relationship between brandstrategy and background of market, brand and enterprise may be proved. As theeffect of brand strategy, this paPer analyzes the advertisemeflt, and quot9S thecelebrity survey and sales data to prove the effectiveness of brand strategyAs melltioned above, brand strategy is closely related to the background ofenterprise, brand and market. The promotion strategy of SIAS case study may give agood reference to brand operation strategy.