The Marketing Strategy Study Of Henkel Washing Products In The Shanghai Markt

Shanghai is a big city with fast economic development and a large population. The retail market is extremely important for all brands of fast moving consumer goods companies. How can a new brand take appropriate marketing strategy and become successful in the competitive market is always a big and very difficult issue for them. We have seen too much unsuccessful cases because of poor marketing strategy. For the long-term and the healthy development of Henkel washing products in Shanghai, this thesis will first focus on the study of the performance of marketing strategy of Henkel detergents in Shanghai markets over the years .And then reconstruct the marketing strategy in the following several aspects: the new brand strategy, the new sales channel strategy and the new effective brand promotion strategy in the Shanghai market. And at last we will summarize the reasonable proposal for healthy development of similar brands in Shanghai retail market.