SYM Company Of Hand Warmer Marketing Strategy Research

SYM is a family daily chemical company which base on the productions of household and dbc(daily base chemical).In the end of 2006, the company entered into the market of hot pack with SAKURA----the brand of it's hot pack, and after more than 3 years, SAKURA has occupied a certain position in the market of hot pack. According the market research in early 2009, SAKURA took the 2nd place in market share in Beijing and Shanghai. SYM also expects to release the new productions to further expand its market share in Hot Pack and creates a professional image.This article is based on the analysis of market competitiveness and competitive advantage of SYM and the market research. On the research, we grasp consumers' buying behavior, habits and demand of the hand warmer, particularly through the Conjoint analysis method to analysis the properties and importance of the various levels of products and inquired deeply consumers' preferences for the attributes of the product. And according the results of the analysis to draw up the market and brand positioning of the new products of the SAKURA hand warmer, in order to play a role of decision making to further open the market for the company, and introduce a new product of hand warmer.