The Marketing Strategy Research On Sunscreen Brand Coppertone In The Context Of New Retail

With the rapid development of China’s economy,international brands have swarmed into the market.At the same time,Chinese domestic brands have also become stronger and stronger.The competition in the Chinese market has been aggravated.China’s cosmetics market has jumped to become the world’s second-largest cosmetics market,competition in the industry increase day by day.Cosmetics are FMCG,its marketing strategy will directly affect the brand awareness,therefore,in the cosmetics industry choose the right marketing strategy is particularly important.Therefore,we need to design a marketing strategy for the brand and conduct in-depth research.Coppertone is a sunscreen brand with long history in the USA,it’s development in Chinese market is relatively slow,with the continuous emergence of competitors in the market and some reasons of the brand itself have,the brand didn’t perform very well.The whole article is based on the theories of STP theory,4P marketing theory,New retail theory and Internet Marketing theory.We use PEST analysis;five forces model to clearly defines the external marketing environment.On this basis,with the current marketing strategy of the brand,the problems existing in the current marketing activities are analyzed.In view of the problems existing in the present stage with Coppertone,this article designs a new marketing strategy from the aspects of products,pricing,channels and promotion.The new marketing strategy includes changing the packages,reducing time needed for R&D,setting up personalized customization,setting more suitable prices,making rational use of data to change prices,broadening the width and breadth of channels,and focusing on multichannel Integration,optimizing the promotions,especially online and offline dissemination and maintain a good public relations image.I hope this marketing strategy aimed at the new retail environment will bring a real change and also hope that it can provide some references to other cosmetic brands in the same situation.