Side Too, Kitchenware Company's Brand Strategy

With the sweeping of globalization, the small kitchen and bathroom home-appliance business will face challenges from overseas giants as well as fierce competition in domestic market. When the tendency of product assimilation becomes more obvious, we should put more emphasis on brand construction. Brand stands for value, status, quality, commitment, and some high-added value beyond words. In 21st century, the end of market competition is consumer market competition. And what consumers cherish most is brand, so the ultimate market competition will develop into brand competition. Therefore, marketing in the future is in fact the competition of intangible brand value that is beyond national boundaries. Owning brand value means owning capital for competition. When the kitchen and bathroom home appliance enterprises in China pay attention to brand construction, Fotile Kitchenware Cooperator in this dissertation, as a famous small home appliance supplier, is implementing a new brand strategy named Fotile Kitchen Expert. This dissertation is based on this case and provides us a comprehensive and systematic analysis on the strategic management of Fotile Kitchenware Cooperator. This dissertation is divided into six parts. After introducing the market needs of small kitchen and bathroom home appliance in China, Fotile Kitchenware Cooperator and the brand of Fotile, I explain the why Fotile should adopt brand strategy through employing market-oriented model and analyzing the relationship between brand and market. I also combine brand value theory, consumer-oriented theory, customer delivered value theory, consumer satisfaction theory, etc, to make an analysis on the most important elements in Fotile's brand strategy and put forward some directive suggestion for a more effective implementation of the brand strategy.