Research On Marketing Strategy Of Pregnancy Health Products Of M Company

With the implementation of the national population growth policy and the popularity of the new generation of parents’ concept of good birth and good birth,people’s attention to pregnancy nutrition and health products is increasing day by day,and pregnancy health product manufacturers also spring up like mushrooms to join the market competition of pregnancy health products.In this paper,M pregnancy health products Company is taken as the research object.In the industry of pregnancy health products,M company’s main product,RK,has achieved an annual sales of 800 million yuan and served 60 million pregnant mothers.However,in this rapidly changing era,a large number of competitors rush into the curve to overtake cars.At the same time,with the help of favorable policies to achieve better development,M company needs to make a further analysis of consumer market demand and develop marketing strategies to keep pace with The Times in combination with the company’s situation.This paper starts with the introduction of the research background:in the face of the decline in the number of births,the country proposed the "action of 1000 days in the early life",the three-child policy and the implementation of supporting policies of various local governments,etc.,to give the pregnancy nutrition and health product industry confidence in long-term development.At the same time,with the increase of per capita disposable income and the enhancement of awareness of pregnancy health care,the consumption of pregnant women taking health products for nutritional supplement during pregnancy is increasing.Favorable policies and the upgrading of consumption power make the industry competition increasingly fierce.Pregnancy health care products belong to the subdivision field of health care products classification.With dispersed customers and short service cycle,there are not many companies willing to spend large amounts of funds and resources in this industry.As one of the few companies deeply engaged in the maternity industry,M Company is one of the few companies.Through field visits,interviews,literature research and other methods,the existing problems of M company were sorted out:single product,high price,single channel,weak stickiness,etc.Combined with the external environment,competition and SWOT analysis matrix,the market,brand and product positioning of M company was analyzed based on STP target market positioning,and the marketing strategy of pregnancy health products of M company was formulated:Upgrade the customization concept of main products,and combine and match main products with other products;In terms of price,identity pricing and differentiation pricing are adopted to make consumers feel that it is an honor to use M company’s products.Meanwhile,differentiation pricing increases the frequency of use of KOL products.Channel blank market development,chain drugstore strategic cooperation,digital enabling medicine representative strategy,improve the market coverage and professional business representative;From the C end of the promotion,annual heart-warming activities are developed,online and offline linkage is realized with the help of variety shows,and public welfare communities are built to enhance the visibility of the company’s brand and products.Finally,it puts forward the safeguard measures of talent,organization,system and culture.For M company,the research in this paper is the promotion of brand and performance,and for the pregnancy health products industry,it is a measure to help the industry development on the basis of healthy competition.It is also hoped that all companies in the industry can develop healthily and jointly make contributions to the national cause of good birth and good birth.