Research On Marketing Strategy Of Nuoyoun Infant Milk Powder In Jiangsu Province

The competition in the domestic milk power industry becomes increasingly fierce in China.More famous foreign brands are entering Chinese market;mergers and acquisitions of the local milk powder are increasing;the preferential policies for the local brands are made by the state;all of these contribute to the fierce competition facing the Danone’s Nutrilon infant formula.In addition,since 2008,the domestic infant milk powder quality and safety of frequent events,consumer confidence is very weak in domestic milk powder.Beginning in 2012,"overseas online shopping" as a kind of brand-new overseas shopping mode rose sharply in China,among them,the consumers’ overseas online shopping enthusiasm of infant milk powder is most high,can this for optimal infant formula of formal channel sales also poses a serious impact.Jiangsu Province is located in the Yangtze River Delta and it has high economic level.People in Jiangsu have a higher demand for the brand and quality of the milk power.Therefore,integrating the marketing strategy of Nurtilon infant formula in Jiangsu province can help Nutrilon play to strengths and become the leading role in the milk power industry,so as to increase its market share and improve its total sales.This paper used the PEST method to analyze the macro environment,industry environment and competitors for the Nutrilon milk power in Jiangsu market.Then the paper analyzes the marketing capability of the Nutrilon milk powder in Jiangsu province from the following four aspects:product and price management,distribution and channel,promotion strategy,sales management,through which we found the existing disadvantages.Through the SWOT analysis theory,we analyzed the advantages,disadvantages,opportunities and threats for the Nurtrilon infant formula in Jiangsu province.By the market segmentation theory,we also found the target market for Nutrilon milk powder in Jiangsu province.According to the 4P strategy,the marketing strategy for the Nutrilon infant formula in Jiangsu province is proposed.Besides all of these,from the organizational support,team guarantee,service support and delivery support four perspectives,this paper discussed the safeguard measures for the successful implementation of the Nutrilon infant formula marketing strategy in Jiangsu province.