Research On Marketing Strategy Of Aptamil Infant Formula In China

Starting from January 1st,2016,China have implemented the comprehensive second child policy,under which the number of newborns reached 17.2 million,meaning the second consecutive year of over 17 million in record.Maternal and infant related products,supported by demographic dividends and consumer upgrades,have become the growth focus of the consumer goods industry.The sales volume of infant formula in China was about 112.5 billion yuan in 2017,up 12.9% from 2016,which is estimated to continuously grow in future market.After the melamine scandal in 2008,the overall share of domestic infant formula brands declined sharply due to the credit crisis,and foreign brands entered the Chinese market on a large scale.In 2017,the proportion of foreign brands increased to 61%.China is the second largest consumer market for infant formula in the world,and is the battleground of major milk powder companies.Aptamil,one of the brands of infant formula owned by NUTRICIA company,has a market size of over 6 billion yuan after 4 years ’rapid development in China since 2014.However,Aptamil is faced with the problems of insufficient specialized management of the existing distribution market,lack of distribution in the third and fourth tiers cities,and simplicity in the form of promotion.How Aptamil keeps growth in Chinese market share becomes an priority in its research on market strategy.This paper first introduces the general situation,marketing strategies and existing problems of Aptamil.Then it studies the market environment,infant formula industry and consumer behavior of products in China.After that,it analyzes the target market selection and market positioning of Aptamil,and designs marketing strategy based on target markets and market positioning.Finally,it introduces the implementation of proposed marketing strategy.