Research On The Marketing Strategy Of HS Water Purification In KA Channel

HS Water Purification Company is a subsidiary that specializes in producing and distributing water purifier under HR Group.HR Group is listed in Hong Kong Exchange and Clearing Limited.The water purifier is one of the four business sectors of the group,only accounts for3% in sales,but the Group attaches great importance to its high profits and rapid growth.The market share and development of HS Water Purification in KA channel(referred to as Key Account,such as home appliance chain store,apartment store and chain supermarket)have a direct influence on market value of Hong Kong listed company.HR Group regards it as an important strategic project.The market share of HS Water Purification was 4.8% in 2018(The top 1 brand accounted for 35%),ranking 7th.This is not consistent with HR Group’s high-end brand strategy.This paper mainly studies HS Water Purification marketing strategy in KA channel.First of all,based on the marketing status of HS Water Purification in KA channel,customers and internal teams were interviewed and analyzed,and user satisfaction and demand were analyzed through market questionnaire sampling.it turns out there exists lots of problems.For instance,water purifier brand is highly similar to each other.There is a blur in the selling point and brand market positioning.The pricing response to market change is quite slow.The promotion activity online and offline are not relevant.There is low rate in HR water purifier store entering and exhibition booth coverage.Water heater team and water purifier team do not have good cooperation.The root of these problems is the brand’s unclear market positioning and lack of systematic marketing strategy planning.By using PESTE,5F and SWOT and studying the existing research results and documents.Finally,based on the above analysis,this paper proposes marketing strategies for the above problems.For product strategy,it adopts professional strategy for water purifier products and targets at 4 user circles.The CST and HR brands are respectively targeted at high-income and middle-income users and both highlight the selling point of health IOT-connected water purifier.For price strategy,the price is differentiated for user segments,meanwhile channel and promotion strategies are matched.In order to ensure the implementation of the strategy,safeguard measures such as the integration of water heaters and water purification teams have been implemented,and the effects have been verified.Through the marketing strategy research and practice of HS Water Purification in KA channel,the market share and brand image of HS Water Purification have been improved,and the market value of HR Group has been increased.It provides reference for other businesses of the Group and other producers and operators of water purifiers to carry out marketing activities in KA channel.