Marketing Strategy Analysis & Research About Aner On Market Of Hengan Group

Aner lotion is another new product after sanitation napkin, tissue paper and cosmetics which have great potential competition. This thesis analyzes the marketing strategies for exploiting gynecological lotion market. It uses knowledge of marketing major and systemic analysis method to analyze and discuss Hengan Corporation' s marketing system for product series of Aner lotion. First, this thesis simply introduces the general situation of Hengan Co., products construction, and function. Then, it analyzes the capacity of lotion market, consumption characteristics of costumers and competition situation. Meanwhile, it uses SWOT matrix analyzing Aner product series, and then mainly based on 4P theory makes the products' marketing strategies such as designing, pricing, channel marketing, sales promotion, market extending, sales system, organization structure, daily maintenance and management of net junction. Finally, in Fuzhou marketing practicing example, this thesis bases on the latest modern conformity marketing theories makes the maximum use of resources and information' s spreading optimization, integrity and unification, that is harmonizing the operating of market service using conformity activities such as advertisements, news, intercommunication, subject program, sales promotion, and CI etc.Considering 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 activites on the ground and pursuing the explosion effect in the regional market. This strategy synthetically makes use of manifold salespromotion to establish brand image step by step and drive the sales quantity by the brand; takes the latest sale mode—associated sales mode in the channel strategy that is taking the several brands sale into commutative activites, in order to shorten the communication distance between cosumers and the corporation.