Research On The Marketing Strategy Of Watsons Personal Care Of Enterprises

As the leading health-care and personal care supplies enterprise in Asia, Watsons boasts19retail brands and over8,400retail stores in34markets and1,800plus cities in Asia and Europe. In China, Watsons has over1,000outlets and13,000employees, currently the largest personal care supplies retail chain in China with over2.2million members. Faced with fierce competition, can Watsons maintain its advantage and attract broader customer base? The priority is to formulate the marketing strategy in accordance with market laws.By means of the study of relevant materials and questionnaire and combining the analysis of relevant marketing theories, the paper reckons that in order to stand out in the fierce market competition, Watsons has to analyze its situation, position target market and formulate a suitable marketing strategy.The paper starts from the status quo of the domestic personal care market, and analyzes the marketing status quo, internal and external environments using marketing management theory. By means of SWOT analysis method, it analyzes the superiority, weakness, opportunity and threats in market competition facing Watsons’personal care outlets. Based on it, the paper probes into the marketing strategy of Watsons from four aspects guided by consumer interests and based on the4Ps theory of marketing strategy (product, price, place and promotion). Apart from it, to make the study and analysis more scientific, a survey on Watsons’consumer satisfaction is conducted. Through the statistics analysis report of "Watsons’consumer satisfaction questionnaire", it is concluded that in order to optimize the marketing strategy of Watsons, it is necessary to attract larger customer base centered by consumer needs, to optimize marketing channels and expand brand promotion, and to enlarge publicity channels and improve the recognition among consumers.