The Study Of Difficulties ICI Retail Woodcare Business Is Facing And Marketing Tactics

Currently ICI China's retail woodcare business is suffering from the pressure of continuous growth of raw material price and freight cost. Its profitability is declining.In order to release from the difficulties, ICI must take some approaches to save the cost, especially the advertising and promotion expenses. The only way is to adopt scientific marketing mix tactics to achieve the maximization of efficiency and cost so that retail woodcare would become a profitable business unit.Back to last century, marketing management theory was being developed rapidly. Philip Kotler came up with the classical theory of 10Ps Marketing Mix Theory. In 1967 he proposed four core marketing mix approaches, which describes the theory from tactical aspect. Twenty years later he proposed 6Ps of Mega Marketing Mix Theory. In the same year he added another 4Ps from strategic aspect. Then complete 10Ps marketing mix theory was formed.Under the high cost pressure in woodcare business, ICI must establish a scientific marketing system. However, the establishment must base on company's stand point and development requirement and combine 10Ps to show our strength.This thesis gives an introduction on tactical 4Ps and strategic 4Ps and makes detail description on the implementation in ICI. Strategic 4Ps, Partitioning, Probing, Prioritizing and Positioning, are reflected from the beginning to the end of the marketing tactics. Tactical 4Ps, Product, Price, Place and Promotion, are the reflection of marketing theory. Thus, the relatively complete system of marketing mix is established.