| As a rising star in China’s dairy market of infant milk powder, Ausnutria dairy (China) co., LTD.(hereinafter referred to as Ausnutria), its business model turned into a group of research and produce from factory-assembled in a short span of years. Now it has become China’s top five infant powder producer. In the1980s, many foreign brand powder appeared in Chinese market, which made infant formula (a new concept for Chinese) awakened. Chinese infant market rise abruptly since then, and China became the world’s second largest high-end infant formula market after the United States. Annual double-digit growth rate makes high-end infant formula market scale in China close to$50. High-end infant formula is defined as the market price more than300per infant milk powder, with the development of information technology at the same time to meet the high-end price in the original installation import area selection, product packaging, for high-end infant formula market activities on consumers with a new definition.Infant milk powder industry once had a great disruption in the21st century especially the case of "San Lu" led to a deep mistrust between consumers and infant milk powder producers. The baby’s health not only made the parents worried also made Ausnutria alert. During the incident, each index of Ausnutria is fully in conformity with the relevant provisions of the state. Ausnutria get a great acknowledgement by the consumers since it meets all the requirements among all the brands inspected. Ausnutria took all of those advantages and went public in Hong Kong. Since then, Ausnutria successfully transfer from a private small dairy company to a joint venture company. China’s potential infant milk powder markets have attracted powerful enterprises of the high-end dairy all over the world. How can a joint venture of local brand successfully turned to be a international brand and thrives in the buck more than a flash in the pan of the high-end as a domestic enterprise. Also, how to make Ausnutria being the leader in high-end market in China. All the matters above resulted in Ausnutria to adjust its marketing strategy operatively.This thesis embarks on the economic theory of marketing in multi-dimension thinking.Through the collection of a large amount of data and relevant industry information, combining with the special state that those one-childs in, that those one-child grow up with six adults accompanied, which highly requires that their economy strength and physical quality. Along with continuing increasing income of urban and rural residents as well as the booming economy caused by the macro-policies, the demand of high-end consumption is quite in scale with people’s income. Due to those "extraordinary events" of infant milk powder in recent years, relevant national food safety law and the requirements of infant formula milk powder quality is stricter than ever before, which requires the personnel quality and enterprise’s R&D to keep pace with times.The next, it found the character of the high-end market and the different characters of competitors in this industry by analysing the market scale, price, demand, consumer behaviors and market competition. After SWOT analysis of Ausnutria’s special market environment, summarized its advantages and disadvantages in high-end infant formula market, as well as its opportunities and threats. Here also made a systematic analysis of Ausnutria’s high-end infant formula marketing status, and found out the problems of current strategy. On this basis, the market segmentation and market strategy combining with efficacy limited strategy to seize the consumer, to stimulate source consumption demand and to increase brand awareness with partial Augood series’sale. Aggressive activities in both terminals and online, dynamic marketing combined with the market, increased Ausnutria’s high-ends’market share. All of those made Ausnutria find its place in Chinese milk industry. |
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