Brand Marketing Strategy Study Of Colfax Screw Pump Based On China Market

Through continuous acquisition of international famous screw pump brands, Colfax has become the global leader in fluid handling industry in a short period of10years. However, there are still crucial problems for Colfax. How to make brands integration and marketing with these screw pump brands; How to maintain the leadership in the market; How to improve the market share; How to build core competitiveness and acquire brand value; How to satisfy customers’ needs and promote the sustainable development of the company. Based on the Chinese market, this paper conducts in-depth research on the brand marketing of Colfax screw pump products, hoping to provide referable experience and methods for the brand marketing of other first-line international industrial products.Through analyzing the market environment of Colfax,this paper concludes as follows. First, Screw pump is a kind of general machinery products. Although the worldly economic recovery has not yet to come, there is a large development space in China and Asia Pacific in the next five to ten years. Second, the market share of screw pump will be more concentrated. At the same time, with the rapid growth of domestic science and technology, the rapid development of local enterprises and the completion of supporting, Colfax will face the competition not only from international brand but also the domestic products. The competition can be fiercer as domestic products will also be involved in the high-end user.The survey concludes as follows:(a) Aiming at the present pump brands of Colfax, it builds brand architecture of multi-brands integration strategy:Taking "Colfax Fluid Handling" as the banner brand, it claims to redefine what is "possible", the rest brands are screw pump brands. Develop the brand localization of "Colfax Wuxi". Plus, there is an integrated marketing brand communication strategy based on Chinese market, emphasizing on the promotion of advertorial, event marketing and corporation social responsibility marketing.(b) It conducts target market positioning of Colfax screw pump brands, determining commercial marine, oil and gas, power, general industry as the target markets of Colfax. Integration is conducted on several brands to better adapt to the target market, hence the realization of differentiated brands competitive advantage strategy. It focuses on the subdivision of target market and the detail searching of more high-and-mid-end consumers. It confirms the brand positioning as the global leader of screw pump and the fluid handling expert in the critical application field.(c) Through the analysis of competitors and marketing environment, it makes full advantage of the fact that Colfax is the representative name of screw pump. Claiming Colfax is equipped with full range product line and high product technology elements, it implements solution marketing. Advocating the "single source" worldwide partner idea, it claims to be the system integrator who provides the users’ unique applications with breakthrough solutions.Combined with the traditional marketing theory such as4P, make out More Brand Integration Strategy, and construct integrated marketing communication strategy based on the Chinese market, achieve the optimal pump brand value of Colfax Company’s brand in the customers mind.