Research On Marketing Strategy Of Metro's Own Brand Products In Changchun Market

In Changchun's retail market,Metro Changchun is a late comer due to the its short open time compared to the local brand supermarket like Eurasia Group or the international brand supermarket like Wal-Mart.Relying on its good brand image and distinctive display,Metro Changchun has been trusted and favored by local consumers,while its own brand products remain mediocre in the market over the pass three years.Nowadays,traditional retail industries are unprecedented challenged by the consumer shopping habits growing with new retail concepts and the continues developing retail industry.The absolute value of self-owned brand sales,which rely on the company,did not increase with the steady increase in the total sales of the store showing that Low Price product cannot attract more customers to buy cause more inventory and bad effect to the cash flow.This article study METRO Changchun own brand product market in depth together with its company features,propose an executable marketing and strategy plan.By studying and analyzing sales data of Metro Changchun own brand products from store opening of December 2013 to September 2017,macroeconomic data,macroeconomic environment changes and technical upgrade,together with questionnaire survey,this article has a conclusion that own brand products of METRO Changchun have the much space for improvement in marketing.By making micro-environment analysis of the internal enterprise and market related participants,micro-factors which have impact to the marketing dilemma were found.This article study characteristics of consumer goods,define strategic division by SWOT of own brand product,analyze market positioning by STP,and the corresponding marketing strategies of service marketing by the 7P theory.Finally,the article puts forward safeguard measures for the smooth implementation of marketing strategies from three aspects: system,personnel,technology and resources.This article found that to change unclear positioning,incomplete mechanisms,and unclear tactics,Metro should put limited marketing resources into the profit-oriented catering customer base market firstly.Base on expanding the market competitiveness of the flagship market,METRO can consider the market segments with advantages of customer such as enterprises and institutions,then make differentiate marketing strategies in accordance with different market segments of customer characteristics.By taking advantage of low cost and high profit of its own brand products,it is reasonable to formulate a low-price policy to enhance the value of customer delivered value.Finally,METRO should focus on establishing and nurturing a professional marketing service team,improving the performance appraisal system and training mechanism,and further making effective use of market data,combining self-owned brand goods with corporate image itself,and increasing the market share of own branded merchandise while improving company reputation.