A Brand Extra Long Sanitary Napkin In Guangzhou2014Promotion Plan

As the fierce and concentrated competition on market of domestic female personal care,the demand for380mm or more super large night use sanitary napkins is greater and greaterwhich with the higher needs of elaborate protect and comfort in heart in that special days. Thesales on all channels soared by twice every year. It is become vital fighting segment marketand market share for each competition brands.At present, it is nearly60%market share on brand of female personal care in the rankingtop four and nearly70%in ranking top five which is dominated by international famousbrands like brand W&brand S and domestic brands only brand Q of AN group and Brand Aof JX company. It is the target and challenge of each competition about how to consolidateand expand market share in such a fierce competition.Brand A of private enterprise was always focus on R&D, production and sale in the15years which development in market. It is become the Fourth brand of female personal care inthe modern channel market. Enterprise A will launch super large night use sanitary napkins420mm combined with market demands. The promotion plan is key element for how to winthe market share and position.This business plan describes sales promotion plan of Brand A super large Night usesanitary napkins in Guangzhou market in2014, which is the critical product to gain moremarket share. The plan is market guidance through series promotion of the coming year inGuangzhou, which would enhance its sales of this product and its market share in all brands.First, the paper elaborates the company JX’s history and future development goals. Italso deeply analysis and research company’s sales figures in the past year in Guangzhou. Andthen analysis marketing trend and environment by SWOT analysis that from strengths,weakness, opportunities and threats and by macro environmental analysis that from economy,population, consumer demands and so on. This paper as guidance of marketing goal andmarketing plan of Brand A super large Night use sanitary napkins in Guangzhou market in2014which decisions have to be based.Last, the paper enacts sales promotion plan of Brand A super large Night use sanitarynapkins in Guangzhou market in2014though from personal selling, sales promotion,advertisement and public relations. And make a brief analysis of risk to help complete bettermarketing plan of this product in Guangzhou.