Marketing Strategy Study Of Company D

Along with the national reforming and opening policy and the entry of WTO, China has become one big market where all industries home and abroad are competing with each other. For the goods with similar quality, their market competition is even worse. Their competition is embodied by their marketing strategy which is the key factor to ensure the sustainable market development of the company.Condom industry is one of the important branches of China rubber product industry. The national family planning policy has been playing an important role on the condom production and marketing. The condom consumption has experienced dramatic change. People used to get free condoms from family planning system and nowadays more and more people buy condoms from the commercial outlets. At the end of 1990s, overseas condom brand owners began to launch and market their condom products in China by various means as they identified the big market size and potentiality. Their presence on China market made the local condom manufacturers realize the power of the brand. The local condom manufacturers began to switch their business priority from the production to marketing. They update their traditional brands or establish new brands to practice brand strategy and the marketing strategy.Being a traditional condom manufacturer, Company D need to cope with the opportunity and challenge, establish its own marketing strategy in order to have a pitch on the competitive market. The output of this thesis will have important and realistic guidance to this subject.Based on the current market status of Company D, it is analyzed from all aspects in order to identify the key marketing problems. Then the condom industry, competition environment, economic environment and social environment are fully analyzed before the SWOT of Company D is drafted. Based on the SWOT analysis, it is pointed that SO model marketing strategy shall be applied for Company D.Then market segmentation for Company D is conducted and therefore it is ended up with the re-position of current condom brand A as well as the establishment of the new condom brand B. Market position is analyzed for both brands under the current market conditions. After the multi-brand strategy is introduced, pricing strategy, distribution strategy and social marketing strategy are given out for company D. At the end, the suggestions for enhancing marketing management and marketing team are given in order to guarantee the implementation of the above marketing strategies.Based on Company D's data, marketing segmentation, market position, brand theories as well as qualitative analysis approach are used in this thesis in order to develop the effective marketing strategy for the Company. This thesis is instructive not only for the marketing strategy development of Company D but also for other local condom manufacturers'marketing strategy development.