Product Marketing Strategy On DH's Hair Lotion

In order to make a newly developed OTC product into national well-known brand.pharmaceutical companies need invest a lot of resources,also via various marketing tools.Then, the product enters a mature stage.At this time, for the purpose of extend product's life cycle and achieve sustainable maximize profit,the enterprise need re-subdivide of the target market which under the competition of the industry, also combined with the company's strengths and weaknesses to adjust the marketing strategy. The paper use DH's KW hair lotion products as for the study,and research on the marketing strategies of the product.The paper collects DH's hair lotion product information, and uses relevant marketing management theory, combines real analysis with normative analysis,finally use standard analysis ideology to develop marketing strategies.The author studies following aspects:macro environment and competition environment of DH's KW hair lotion products, internal resources analysis and SWOT analysis of DH's KW hair lotion products. Through comparison of four strategies, that DH's KW hair lotion products should take SO strategy. After strategic choice is confirmed, the paper uses STP model to analysis KW hair lotion products, through market segmentation, product positioning and a clear target market is choiced. On the basis, using the 4P marketing theory to develop KW hair lotion's product strategy, pricing strategy, channel strategy and marketing strategy, at the some time the thesis make a study on DH's marketing strategy which related to the safeguard measures. DH's KW hair lotion product marketing strategy has strong operability, and it can be uses as reference and guide for the pharmaceutical company which has circulation brand.