Research On Marketing Strategy Of Pechoin In Indian Market

India is the second most populous country in the world.In recent years,its economic growth has been good.It is one of the fastest growing emerging economies in the world and one of the countries along the “Belt and Road” in China.In terms of the cosmetics market,as India's young elite and middle-class people continue to increase and disposable incomes increase,their affordability for high-end imported cosmetics continues to increase,which promotes the steady growth of the Indian cosmetics market.The vast development prospects and huge development potential of the Indian cosmetics market have strong appeal to cosmetics companies all over the world.Pechoin is China's outstanding traditional brand and also the leader of the Chinese cosmetics industry.In this huge market,in order to gain more recognition from Indian consumers,it is necessary for Pechoin to adopt a suitable marketing strategy based on the market and actual situation.Based on the STP theory and the 4P theory,it analyzes Pechoin's expansion of Indian market and formulates corresponding marketing strategies.First of all,it deeply analyzes the development history of Pechoin and its development status in India,and systematically analyzes the marketing environment of Pechoin in Indian market,thus confirming the possibility of the development of Pechoin in Indian market.Secondly,this paper investigates the purchasing behavior of Indian consumers' skin care products in the form of questionnaires,obtains sample data,and divides the different consumer characteristics groups in the Indian skin care market through factor analysis and cluster analysis methods.Combined with demographic characteristics and skin care purchasing behavior characteristics,different market segments are described to complete market segmentation.Then select the appropriate target market and market positioning according to the current actual situation of Pechoin.The research results show that the Indian skin care market can be divided into four segments: “Focus on frugality”,“Focus on natural safety”,“Focus on brand” and “Focus on fashion”.Among them,“Focus on natural safety” consumers accounted for 10.4% of the total sample,mostly young people aged between 25 and 40 who are highly educated.When pursuing skin care products,they pursue natural,safe,non-irritating and quality assurance.Although this segment is not the largest,it has great potential for development and is in line with Pechoin's emphasis on herbal skin care.Therefore,the market segment of “Focus on natural safety” is taken as the target market,and then the market positioning of Pechoin is carried out.On this basis,combined with 4P theory,it provides detailed marketing strategies for Pechoin from four aspects: Product strategy,Price strategy,Place strategy and Promotion strategy,which can provide reference for occupying more market share in India market in the future.