Research On Development Strategy Of New Products Launching For Brand G China Company

With the improvement of people living standard,rising consumption level gradually,personal care industry,especially personal oral care business,presents a sharp growth trend.In a few recent years,electric toothbrush,water-flosser,etc.as the main products of family personal oral care industry,has quite latent marketing demand in China Market.Brand G Company,the marjor brand for water-flosser business,takes market shares 23%,but increasing company flock in water-flosser market with products technical homogenization and drastic competition day by day in water-flosser business.Facing up to the slack sales and dropping profit situation,how to keep up sales growth momentum become the urgent reached target for the company management through reducing aimless development for new products,finding the key issue of new productsDevelopment process,adopting advisable and appropriate marketing strategy.This thesis firstly introduces history of personal care and water-flosser industry,background of water-flosser industry and industrial related company,including researching significance,method and logic frame of research.Afterwards,the thesis retrospects and analyzes current market,sales,products and new products development process,and find the key problem affected on the sales upward is new products development procedure without effective way and no precise market segmentation or niche market.To remake market segment for the present water-flosser market by vitue of STP marketing theory,clustering analysis,Bayes discrimination analysis method and etc.and optimize the process of new products conception development plus AHP into the whole flow.Finally,this thesis combines with SWOT model,differentiated marketing,core competence and 4P market mix theory to provide a comprehensive recommendation of marketing stretgey for new products launch of G brand Company.This thesis aims to promote Sales reveue and Corevalue of Brand for G Brand Company and to provide experience for the other new category development of G Brand Company and Water-flosser industry development.