The Product Strategy Study Of Huishan Dairy

With the competition of dairy market more and more highly-competitive, city-dairies like Huishan is confronted with great pressure, which is characterized by constant price war caused by homogenization and less profit due to gradually aging consumption group. The main problem of Huishan product line is that it keeps up with its competitors but doesn't have its own features. It has very positive products but doesn't carry on effective promotions. All the above-mentioned influence its profits. The future product strategy of Huishan Dairy is increasing its competition, differentiating its products with competitors and becoming the first choice of young white collars.Based on the spirit of associating theory and practice and combined with industry-developing trend and its own advantages, this article uses the analysis of product market attraction unit in the industry, KSF analysis, GM Matrix, Boston Matrix and so on to search for market segmentation in which it can be pioneer, enter the field of sustainable profit and increase its competition by adjusting product strategies. This article establishes the product differentiation strategies through above-mentioned analysis including: market opportunity analysis, product-line analysis, product-line length decision, product-line modernization, product-line characterization, product-line cutback and product-line decision-making strategies with brand decision, the combination strategy of product and channel, Product Life-cycle Theory, including market-oriented developing organizations, founding developing efficient processes of new products, adapting to industry trends and performing differentiation strategy and new-product development, experiments and promotion strategies.The robust trends of dairy offer a huge potential market for dairy companies. The city dairies like Huishan meet the prerequisites of being market leader with its own advantages. The key question is how to integrate resources. Under scientific methods and careful analysis, Huishan can increase product competition by systematic product strategies and be the first choice of young white collars, and in the end become the industry leader.