Research On The Integrated Marketing Communication Of Cat Litter Box In Chinese Market

Since 1990s, with the improvement of the people’s standard of living and lifestyle changes, the way of people’s leisure entertainment and emotional sustenance has changed dramatically. Especially in the pets-economy which gradually formed in this process of Changes. At present, it is been already developed from the pet breeding, pet trade, pet food supplies, pet medical, health care and beauty, pet contest and pet behavior training and so on, which the whole industry chain has been formed. However, due to the incentive market competition, unclear brand positioning and the inappropriate marketing strategies, which resulting in most of the enterprise sales did not perform as good as they expected, and cannot enjoy the huge benefits of the pet market growth.CatGenie as the world’s only self-flush Automatic Cat Toilet, has been already very popular in the North American, and it is become an Indispensable Product among the cat owners. This thesis by using CatGenie as a case study, through the analysis of operation situation of this brand get into Chinese market along the year, and analysis of its brand positioning and marketing strategy problems. The help CatGenie to lay down the product market positioning, integrated marketing communication plan and implementation methods. And all these based on integrated marketing communication theory and the market demand characteristics, combined with modern internet marketing strategy and skills.Through the research on the integrated marketing communication of CatGenie which can provide reference and guidance for its IMC and market strategy in China. Through this research, meanwhile, it is beneficial to those who has same situation products to develop their marketing strategy and sustainable development.