PAN GAOSOU Throat Candy Business Plan

This thesis is a business plan for Pan Gaoshou Throat Candy.Candy industry is a traditional fast-moving consumer goods industry,which has huge potential for development in China.The previous data shows that the yearly average consumption of candy per person is nearly 3 kg in developed countries;however,there is only 0.7 kg in China.Pan Gaoshou is one of the most famous century-old traditional Chinese medicine brands and Pan Gaoshou Throat Candy is one of the most important products in Pan Gaoshou;however,Pan Gaoshou Throat Candy undergoes its bottleneck period in pursuing development of sales.Because of this,my team and I systematically analyze the project according to the theory of management science and built up the corresponding implementation plan in order to increase the sale of Pan Gaoshou Throat Candy.The main contents of this thesis includes: literature review,introduction of project background,analysis of the status of the industry,comparison of the relevant competing brands,basic ideas of marketing strategy,innovation plans in the fierce market competition,human resources cooperation,policies and finances risk control.In addition,this thesis applies Michael Porter's Five Forces Model,4Ps marketing theory and other marketing theories for proving the feasibility of implementation.Last but not least,we include the profit analysis to estimate the cost and revenue in the next five years.What is more,this paper investigates the domestic candy industry and points out that with the improvement of the living standards and consumption upgrading in China,the demand of candy will boost dramatically,especially,the candy combines with health functions.In addition,compared with the candy of other brands with similar functions,the advantages of Pan Gaoshou Throat Candy are obvious;examples are a well-known traditional brand,high product quality and significant effect on benefiting throat.However,the disadvantage is also clear comparing with others,which is marketing.The fierce competition in the throat candy market requires us to find the breakthrough point accurately.Based on the formulated characteristics of the Pan Gaoshou Throat Candy,we found that the demand of smoking people is very high and there are lacks of related products on the market.Therefore,we regard "one candy after smoking" as a major breakthrough point,using tobacco chain stores as the main sales channel and the smoking population as the main sales target.After the breakthrough point has been found,we develop our own marketing strategy on the strength of relative merits of Guangzhou E-books Health Industry Co.,Ltd.With relatively limited financial support,we create customizing candy and sale the Pan Gaoshou Throat Candy to the consumer directly in order to reduce the cost of marketing channels.Meanwhile,we use our accumulated experience in the Internet industry and apply marketing methods to enhance the influence of brand,sales and profitability.To sum up,"one candy after smoking" is a profitable project with higher chance than risk.In addition,the project is feasible and has a brilliant future.