The Research Of Marketing Strategy For PDI Disinfection Wet Wipes Market Launch

With the high-speed development of the China economy in the recent 10 years,plus the ageing society,the demands for the quality healthcare services continuously increases.The government keep advancing the establishment and revolution of healthcare infrastructure,releasing a lot of policies that shift the healthcare industry and improve the healthcare system service quality.The development of infection control sub-industry is late compared with other healthcare sub-industries,but it develops very fast recently due to the control of over-using antibiotics.Disinfection Wet Wipes,as a product to cleanse and disinfect the hospital environment,is getting more and more competitions in the market.However,the market is vast,none of the current disinfection wet wipe company is an absolute market leader.After continuously developing since a decade ago,PDI has monumental achievements in product research and manufacture,sales and marketing,together with clinical training.PDI covers the whole chain of wet wipe life cycle,and PDI has the biggest market share in European and north America market.This thesis analyzes the current market status of disinfection wet wipes,research into the competitive environment and trends of the market.With the help of the premarket investigation,it summarizes the unmet market demands and the pain points of the potential customers.Based on market segmenting and product positioning,this thesis produce the marketing strategy from multidimensions of products,pricing,channel and promotions.In the last,it presents the methodologies of evaluating and assessing the effectiveness of the marketing strategy.Through the research and analysis in this thesis,PDI will differentiate the positioning of the sub-product line in terms of product strategy and pricing strategy.With the help of multi-channel strategy,and various promotion strategy including local and international meeting,government alliance and cooperation,endorsement advancing and cross-enterprise beneficial program,sales of PDI disinfection wet wipe will quickly cover the whole China region.The timing of launching the PDI disinfection wet wipes in China market is mature,and the successful market launch of PDI disinfection wet wipes in China market is vital to the PDI global business strategy.