Product Differentiation Strategy Research Of Label For Anny Company

Label is widely used in every industry, and it has became the most important carrier of product information. In past5years, the growth rate of global labels market was over7%and over20%in China market. Although the label market is gradually saturated, but with the rapid development of the domestic economy and domestic consumption policy stimulation, the capacity of China label market will keep increasing from21billions square meters in2012to45billions square meters in2017. And label market will keep a stable moderate-speed (8%-12%) in the next5-10years.Label market has already gone into the maturation stage of product life cycle:more and more competitors go into the market, the phenomenon of product homogeneity become increasingly serious, the price of label drops down, and the profit of enterprises drops down too; in the meantime, some new label technologies have been gaining steam rapidly, for example RFID; digital printing technology is also a huge challenge to machine printing. All of those are daunting challenges to all label manufacturers. So the major and urgent task facing to all label manufacturers is how to got competitive edge. By the deep research to the market characteristics of the maturation stage of labels, we find that product differentiation strategy is a right way to success. As a classic marketing theory, product differentiation strategy is by creating particularity to attract customers, and make differentiations to distinguish with other similar products.In this paper, the label product of Anny company was the main objective for my study. Based on product differentiation theory as well as the current domestic marketing environment, brand competition analysis and marketing strategy analysis, summarize a set of products differentiation strategy for Anny company:on the basis of product theory, put the research on this issue into three level:core product、formal product and additional product, summarized a set of product differentiation strategy, including these factors as below:technological innovation、product function、brand image、quality、package、service、price、channel and promotion. And I hope it could provide some elicitation on their marketing strategy making.