Emily Libraries Company Deodorant Body Spray Product Marketing Strategy

"Emile Coue" is a wholesale distributor of imported cosmetics. In order to further broaden the business and realize long term goal, "Emile Coue" re-organizes its body spray product series and its own mark.The market researcher's data shows the body spray market is an emerging one, with low consciousness by consumers. However, the market of deodorant and perfume, substitute products of body spray, has a broad customer base. With the increase of knowledge towards body spray, the customers of deodorant and perfume are much likely to become the potential customers. In addition, the market research also shows reasonable price range for body spay products should fall between AU$5-10 by majority customers (39.11%), which signals the body spray market lacks premium products. Considering convenience and price factor, people usually purchase body spray through supermarkets and pharmacies.This essay utilizes SWOT tool to analyze the market environment of "Emile Coue": SWOT analysis. The "Platinum Series" products have advantage over the substitute products in the market, while many exterior opportunities and threats expedite the paces of marketing by "Emile Coue".In order to be a market leader, a company normally has 3 generic strategies to choose from: cost leadership, differentiation and focus. This essay uses focus strategy in the first place. Anticipating the success of this strategy, focus strategy will be strategically replaced by differentiation strategy.Generally speaking, no matter how big and strong a company is, it is very difficult to meet the demand by all customers. "Emile Coue", as a niche in the market, must segment the market under real market situation and select an appropriate segmented market as target market. Positioned as premium body spray product, the "Platinum Series" can be differentiated from other brands and less competitors will exist in this segmented market.Through analysis above, the following competitive strategies mix is set forthe "Platinum Series": Product: a perfect combination of core products, tangible products and add-ons. Price: skim pricing. Place: direct and indirect distribution channels. Promotion: the key of market share is to establish long and reliable relationship with customers and to get success at distribution outlets.This essay is to study a small company's marketing strategy, aiming to provide relevant reference to similar companies when they want to promote new products.