Nais Toothpaste Marketing Strategy Optimization Research

In recent years,with the increasing awareness of oral care in China,the domestic toothpaste market volume increased rapidly.In 2015 top 46 toothpaste enterprises' total profit grew 20.22%,besides industry profits increased faster than the growth of market,so the development prospect of this industry was optimistic.Therefore foreign toothpaste enterprises brought capitals,brands and marketing advantages with strong attack,meanwhile leading domestic toothpaste enterprises grasped the market withpremium price and high investment,in addition domestic and foreign pharmaceutical companies and other potential entrants cross-bordered.Thus the market competition was being increasingly fierce.Although overall sales of Nice group toothpaste maintained growth year after year,but it couldn't catch up with the growth rate of the industry.Obviously Nice group faced the bottleneck of development,so urgent to optimize the marketing strategy.Based on the related theory of marketing,with Nice toothpaste as the object of study on marketing strategies,in the course of the study I used the PEST analysis method to analyze the macro environment of the market,and the SWOT analysis method,further the Potter five forces model analysis on Nice toothpaste market which facing with internal and external environment,competition environment.Based on the STP strategy and 4P marketing theory,like an antidote against the disease that I developed Nice toothpaste strategy on marketing optimization,and put forward the optimization measures to support implementation of the strategy.In this paper,it is concluded that Nice toothpaste should adopt double brand strategy: adult toothpaste is “Nice” brand,based on the current function,using“nutrition care” with middle to low-end price positioning by main traditional channels;a new brand “Jian Shuang Bai” for teenagers,for the future,boys and girls the blank market segments with the price positioning high-end and ultra high-end for supermarket,online retailers and other modern channels.The results of this study provide not only a practical scheme for Nice toothpaste product development and marketing activities,but also marketing strategy optimization thinking on development of domestic whole toothpaste industry with certain guidance and reference.