Northwest China Resources Paint Co., Ltd. Product Marketing Strategy Research

For the sustained growth of national economy and the continued improvement of living level, industry of coating has developed rapidly with increasingly competition in the past few years. HR Paints is a long history manufacturer of paint with its sales for many years has been the country’s third top. While competition within the China Eastern market becomes more stable, numerous paint manufacturers tend to transfer resources to the northwest market, in where demand growth is rapid. Unfortunately, both market share and sales growth rate of the HR Paints’products have long lagged behind the average level of the whole market. The current poor state of shares within the northwest market, need to be reversed.Base on the above background, combining the marketing theory with the actual markets problems of HR Paints Northwest Branch, applicative research and analysis are carried out, marketing strategies of main product architectural coatings are designed. The major work of this paper is:analysis and affirm the characters and problems of the marketing in HR Paints Northwest Branch now; with the help of analysis tools as SWOT to check internal and external development environment for company, expanding strategy should be used to open up new market; with accordance of the characteristics of each segment market, this paper selects the Second-tier cities and Project market as target markets, corresponding market position is studied as well. Finally, based on the conditions of target markets, strategies are designed in4Ps frame. In the product strategy, put forward to increase product variety of mid-range products and engineering products. In the price strategy, formulated a competition-oriented pricing goal, mid-tier products use the "high value" strategic pricing, and projects products adopt cost-plus pricing method. In terms of channel strategy, traditional channel has to compress, moreover HR Paints Northwest Branch should strengthen the modern channel and project channel. Channel assessment and maintenance strategy is suggested as well. In the promotion strategy, this paper take-based advertising promotion ways supplemented by business, staff and PR promotion.This paper firstly proposed problems, then analyse the problems and finally solve the problems. The design of marketing strategy can help HR Paints Northwest Branch to improve market competitiveness, have strong practical significance. At the same time, hope that it could provide valuable references to the same industry or other enterprises in similar areas.