Research On Marketing Strategy Of Watsons Group "Personal Care" Private Label Product

Private label,or PB,also known as store brand,refers to the retail enterprise's products that are controlled from the design,raw materials,production,and distribution to the entire process.The products are produced by the retail company's designated suppliers and are affixed with the retail brand,in their own stores.Sales,essentially retail OEM products.Private label products can be used in a wide range of industries from food to cosmetics.It is often positioned as a low-cost alternative to regional,national or international brands,and some are positioned as high-level brands competing with existing brands.Private label,or PB,also known as store brand,refers to the retail enterprise's products that are controlled from the design,raw materials,production,and distribution to the entire process.The products are produced by the retail company's designated suppliers and are affixed with the retail enterprise brand in their own stores.Sales,essentially retail OEM products.It is characterized by self-producing and self-selling merchandise,which eliminates many intermediate links.The use of self-owned branded products can reduce advertising costs,carry out mass production and sales,and can achieve economies of scale and reduce the cost of goods sold.Since the birth of its own brand from the date of its birth in the 1980s to more than 100 years ago,the theoretical research and practical application of its own brand in the West has matured.In the United Kingdom,more than 30%of the retail sales of retail companies come from its own brands,while the United States has up to 40%.Nielsen's research shows that in the global market,two-thirds of its own brand development exceeds the manufacturer's brand,but in the domestic market,its own brand is still in its infancy,and since China entered the WTO,retail companies have become The industry with the highest market orientation in China will continue to innovate its marketing strategy in order to survive.In the increasingly fierce competition and the increasingly homogenous Chinese market,the development of its own brand is an innovative strategy for Chinese retail companies,creating their own brands.A powerful weapon that can increase the competitive advantage of retail companies,so the development of private brands requires retailers to cause concern.The dissertation takes the Watsons Group's "personal care" brand marketing strategy as its research object,and analyzes and discusses the current marketing status of Watson's"personal care" brand.It analyzes the macro and micro environment of the Watsons Group.At the same time,a five-force analysis model was used,and SWTO tools were used to summarize the environmental analysis;Watsons Group's "personal care" brand was market segmented and the target market was selected and market positioning was finalized;according to the Watsons Group "personal care" The problems existing in the marketing strategies of"own branded products" put forward corresponding improvement measures.