A Research On Terminal Marketing Strategy Of Semper Brand Infant Formula

During the past20centuries, Economic globalization continues to evolve, China experiences and observes as a economy new and developing, more and more accepts international capital favors. The international milk job magnate enters and is stationed in the Chinese.marketplace numerously and confusedly. Tactics uses the advanced technology and the mature camp pin for Chinese marketplace, milk source base founding self in Chinese, priority races to control the high-end baby infant milk powder marketplace, gets thick profit not only return utterance right back to absoluteness having gained high-end baby infant milk powder industry.From San Lu infant formula contaminated by melamine in2008, the production and sales of domestic brand will be greatly affected. Domestic customers don’t trust domestic milk power. Especially,it is indicated to be "the world’s most poor milk standard" national standard, these have far-reaching consequences for China’s dairy sector. Ho Chi Minh City was the worst hit, particularly production of milk powder. Under in hard market environment, the Huishan group that is one of the China’s largest dairy products and the hero group that is the world’s largest manufacturer of infant nutrition set up Semper brand, committed to the product of infant milk powder. Under difficult circumstances, how to establish it and how to do terminal market well is a large challenge faced by the enterprise.This article is composed of the following five parts:(1)Introduction to the background of Semper Brand and gave a purpose for this article.(2) To explain the terminal market situation of Semper infant formula, introduce overall product concept, background and the questions existing in terminal marketing.(3) To analyses the marketing environment of Semper both macro and micro perspectives, the competitive situation and competitive opponents. And, give Semper brand remarks from market position and competitive.(4) To analyses market situation and market segmentation, to explain selection and position of Semper target market. (5) To perfect terminal marketing strategy and make a new suggestion. To customer-oriented, emphasize channel creativity, the overall promotion, make perfect terminal person management system and method, improve customer satisfaction and loyalty, grasp every sector of terminal marketing, bring in new terminal marketing model and provide the similar cooperation with use for reference.