Research On Brand Positioning For W Corporation's Cosmetic

At present, Chinese cosmetic industry is crowded with many international brands and strong domestic brands. As one of domestic enterprises, although has been developing fast since founded more than 10 years ago, now W is faced with a barrier that its market share has no improvement. Through experience and results from interview with employees and consumers, W found that there are two big problems now, the first one is it has no analysis for its target market so it doesn't know the characteristic of the market and it couldn't choose and define the target market clearly, the second one is that consumers don't have enough awareness about W and they didn't understand its brand image quite clear. For this reason, this research is trying to help W choose target market correctly and do brand positioning for its cosmetics, hoping it could increase market share for W's products.Firstly, we reviewed literatures that involved with brand positioning, which include consumer behavior, market segmentation, market positioning and brand image. Through reviewing and analyzing the literatures, we afford rationale for the survey of consumer's behavior and attitude, market segmentation, brand positioning and marketing tactics. Secondly, we analyzed the history, current situation and tendency of Chinese cosmetic industry, and our target is to understand consumers'demand at present and in the future, and try to understand the environment. Thirdly, we research consumers'behavior and attitude for W and its competitors which are L'Oreal, OLAY, AUPRES and Herborist, and did descriptive statics analysis, factor analysis and cluster analysis. With factor and cluster analysis, we did market segmentation. Based on analysis of consumers'characteristic and W's cosmetic, we choose target market.Next, based on the products'information, we analyzed brand poisoning of L'Oreal, OLAY, AUPRES and Herborist and observed how it is communicated to consumers from the views of communication and terminal. Later, we analyzed W's products and drew brand position figure. Based on target market and competitors'brand positioning, we finally drew the conclusion of brand positioning of W's cosmetic. At last, based on the results of consumers'behavior and attitude, we made marketing tactics for W's cosmetic from brand image construction, product promotion, channel development, customer loyalty development and brand awareness development.