Mask Product Brand Building Strategy Study For MG

With China’s fast growing economy and the rising income levels, the mask act as the important roles was rapid development in the recent years. According to the report of ZPI, the sales of the mask in China market has increased from26billion to45billion, the compound annual growth rate is31.6%, which exceed the compound annual growth rate by10.9%of the whole skin care product industry. The MG with mask product as its main business, their market share were15.1%and16.8%in the year2009and2010respectively, was the Number. One for two consecutive year. However, with the rapid expansion of the mask market, the emergence of lots of international and new brands, MG face the difficulty for further development. Therefore, MG need to build their good reputation among the competitive market.The article focuses on the brand building of the MG. Firstly, looking back the related theory which the theoretical basis for the analysis. Secondly, with the purpose of knowing the environment of the industry and the development trend, I analysis the skin care industry, mask industry and the situation of the brand building of the MG company. Thirdly, I found the problem and the reason of MG’s brand building through the analysis of the questionnaire, concluded that the consumer’ attitude to the MG and its competitor. Then, I point out the brand building strategy for the MG, including the brand positioning, brand designing and brand communication, conduct the brand communication through repositioning and re-design the MG. Finally, in order to guarantee the implement of the brand strategy, MG needs to strengthen the organization and coordination, guarantee a series of systems.MG has a great sense of representative, the analysis of the brand building of MG, not only could upgrade the image and improve the competitiveness ifself, but also could provide the industry development some reference value and significance.