Study On Marketing Mix Optimization Of V Motor Oil

With a history over 140 years in research, production and marketing, V brand has become one of the largest global lubricant companies. Since the company came to China in 2001, it has been serving the best quality lubricants, car care products and related services.V brand has obtained great achievements within the ten years, especially for the latest three years with a growth rate over 20% every year. The main reason for the rapid growth relies on China's fast response to financial crisis. Particularly the unprecedented growth in vehicle sales as well as existing vehicle population also pushed automotive lubricant business and auto related industries.However, lubricant industry in China is also facing great change. Domestic oil companies in different scales swarmed into the market, while Sinopec and CNPC has integrated dozens of lubricant brands within its original systems, promoting the Great Wall and Kunlun brand in order to integrate the resources to get a bigger market share. Meanwhile, foreign industry giants have also increased investment in the Chinese market, merging domestic well-known brands and building new production bases.Under the great chances and challenges, in terms of marketing strategy in China, V brand is also facing the problems of how to adjust, survive as well as develop in the changing market. As a result, the only way to be competitive in China market is to take initiatives to adjust and optimize the marketing strategy and take the active approaches to deal with the ever-changing market. Based on such theory, this article analyzes Chinese lubricant market situation and the internal environment of V brand lubricant. According to theories like market segmentation, marketing mix and product life cycle, the author makes deep research and discussion on V brand lubricant's marketing strategy optimization on the four aspects:products channel, pricing and promotion. Finally, the author also proposes optimization and guarantee programs to help company to improve its marketing strategy.