A Study On The Marketing Strategy Of Mead Johnson 's Infant Milk Powder In China

With the market economy growing and improving, The Chinese infant formula market increasingly becomes a competitive industry. Since the melamine incident in 2008, national people had great anxiety for product safety of Chinese domestic brands of milk, foreign brands of milk inroads into the Chinese market, and China’s infant formula market is firmly occupied the leading by foreign brands of milk. In recent years, more foreign brands enter the Chinese milk powder market, and increasingly powerful China’s domestic milk powder brands expand the market share, coupled with the government’s support for local brands, so this market is becoming a increasing competitive field. China is the world’s second largest consumer market infant formula milk powder and the major brands of infant formula battleground. Century-old Mead Johnson brand entered the Chinese market in 1993, and now it has 20 years of development history in China and has achieved good results and won a good reputation. Nowadays Mead Johnson is also facing great challenges and uncertainties in the Chinese market, how Mead Johnson refine and improve their marketing strategies to maintain and increase its market share in China will become an important part of their marketing strategy research.Firstly, we introduce and analyze the marketing strategy of Mead Johnson infant formula and the problems that exist in marketing. Secondly, we analyze the business environment of Mead Johnson infant formula in China. And then, we propose the corresponding measures to improve. Finally, the marketing strategies of safeguards and reference were introduced. Mead Johnson infant formula market has made great achievements in China. China’s domestic milk powder can learn much from Mead Johnson. We hope we can offer certain reference for Chinese enterprises to develop local production and management.