Integrated Marketing And Communications Of Jiuhe's New Products By Tower Granulation

With the deepening of reform and opening up and the further expansion of the rational economy in China, the chemical fertilizer industry in China is faced with more new problems. Especially in the fertilizer industry, The productivity of compound fertilizer in China is over 300 million tons, however, the actual output is approximately 50 million tons, and there are more than 4000 factories. In such circumstances, A new type of compound fertilizer will created by JIUHE. How to achieve good sales? This question is puzzling us.This thesis evaluate environment of new product by political, economic, social and technological. We find that the needs of compound fertilizer will be increase in the coming years. Then we researched the competition what JIUHE faced, used Michael Porter's Five Forces Model. We find that JIUHE is in a relatively favorable position of compound fertilizer industry. So we segment the market of JIEHE by content of nutrients, geographical regions, targeted for what kind of crops. And we think that the market targeting of new products is south China, middle and lower Yangtze River region ,central China. Then we decied that the market targeting is compound fertilizer what is high-technology, high -quality and high customer delivered value. Based on that, we put forth an idea of 4Ps refer to the leader of industry, such as BA TIAN,YANG FENG. On the premise of quality, We should extend the product Line, placing more emphasis on outer packing, This new product is moderately priced, it need to give consideration to costing, the law of demand and market. To optimize the sales channels and network, the intermediate links shall be reduced and unreasonable intermediate links shall be removed, manage the network. The fourth element in the marketing mix is promotion, Informations should be transmitted to employees, distributors, consumer. We should use both of mass media and alternative media. At last, We put forth an idea that "Base on top-quality", "Profit margins is necessary", "In-depth marketing is crucial" in this thesis.