Study On Marketing Strategy Of MAXFACTOR Brand

Since the reform and opening up, with the GDP rising and increasing of the income of domestic residents, consumption structure of resident has undergone great changes. The proportion of necessities of life consumption in household income is more and more small, but leisure, education, entertainment, culture and other aspects of consumption are more and more large. The cosmetics industry is the one of the fastest industry. As early as in 1995, many cosmetics industry of international brand discovered China’s huge market and consumption capacity. After nearly 20 years, the international cosmetics brands have landed in China step by step.This paper, with the MAXFACTOR brand as the research object, mainly through the following methods, analyzed the cosmetics industry, the mass cosmetics market and MAXFACTOR brand. First of all, introduction of the RT company profile, MAXFACTOR brand positioning and marketing strategy and clarified issues arising from its stage; secondly, through the analysis of the cosmetics market and the market positioning and marketing strategy by similar brands, it points out and analyzes various causes problem which MAXFACTOR produces. Finally we can draw the following conclusions:(1) Although there is still great growth space in Chinese cosmetics market, competition will become increasingly fierce in cosmetics. As one of the main part of the makeup category, cosmetics in the product homogeneity and function of the more obvious, the marketing competition will become the dominant;(2) While the market competition and the market share are increasing in cosmetics, market positioning is the key. MAXFACOR needs further market segmentation and the more rational market segments can find a clear target population;(3) MAXFACTOR should not simply draw other successful brand marketing strategy. Their choice should be focus on its market positioning. The rising value on product, the customer orientation on price, adjusting the structure of target market in the channel and strengthening customer communication could really support the market positioning and enhance the target market share according to the characteristics of the target market population.The problems that MAXFACTOR faces are what many domestic brands have encountered. But resource of MAXFACTOR is not held for most domestic brands in problem solving. Like other products market, cosmetics market competition is not on the counter, began early in the market positioning. Therefore, establishing market segments in the beginning is much more important than making larger in a mass market.