Strategy MFB Cosmetics Company Marketing

With the thirty years development, China has become the3rd largest cosmetics consumption market. With the loosing restriction for imported cosmetics, the international cosmetics manufacture giants keep accelerating the speed of development of China market, dominating the high-level market while penetration the low-level market step by step. The local cosmetic manufactures, especially the middle-size and small-size ones, are under great pressure. How to target the separated consumer market, how to make the right marketing strategy and how to improve the core competitiveness are all key problem for local cosmetic manufactures to cope with.Among lots of local middle and small size cosmetic brands, MFB brand is with representative features and the marketing strategy of this brand itself can be improved. Based on the consideration above, I choose MFB as an object of study to analyze and demonstrate the brand strategy based on relevant marketing theory in order to figure out the advantages and disadvantages of MFB on product positioning, innovation ability, brand construction and market development.Starting from the marketing environment of domestic cosmetics product, changes of marketing capacity and consumers behavior, following by demonstrating the common features of the development of cosmetics industry via comprehensively, systematically and scientifically study of the industry, the thesis gives a proposal on the segment marketing positioning and overall marketing strategy and optimization of product and brand, price, place and promotion.The future China cosmetics market will be even more specialized, and the dominant steam will be the product with biologic agent, biologic activity extracting from herbs, and herb addictives as raw material. This steam will be the great opportunity for MFB. MFB can take this opportunity to seize the potential segmented market and form its own competiveness advantage, it will have a great chance to be part of the future cosmetic market and fulfill its middle and long-term brand strategy.From the single case study, the thesis is aiming to provide reference to domestic cosmetics brands to learn from the importing brand, to amend its position, to build up its own strategy and brand culture and to improve it core competitiveness power. With the study of this thesis, the domestic cosmetics companies can avoid detour on their ways of development, enlarge their shares on domestic market and export the products to the world.