Research On Ronsy Company Brand Posi Tioning And Brand Promotion

With the continuous development of society, pet economy is gradually into people’slives, dogs and cats as pets representatives is playing an increasingly important role in ourhuman family, extended by this, pet economy is growing by more than20%per year. As animportant part of pet economy, pet food industry has entered into the process of rapiddevelopment. According to statistics, by2013, domestic pet amount has reach to100million,while feeding pets with specially produced pet food is getting normalization, China’s pet foodindustry is developing toward professional and enlargement. Mars, the Royal as therepresentative of the international giants aimed at Chinese pet food market, a huge piece ofcake, relying on superior brand management and marketing capabilities, they quicklyoccupied the large share of the high-end market. While due to limited in technology, researchand development capabilities and marketing, and many other reasons, most of domesticenterprises are involved in “price war" in the low-end market. Lack of brand awareness andbrand promotion strategy, domestic company interests and image are damaged a lot duringthis kind of disorderly competition, development has been greatly restricted. Lacking of brandawareness or brand positioning is universal in the domestic pet food companies, whichbecome a huge obstacle to the development of Chinese pet food industry.In this paper, taking Ronsy pet food company as an example, through analysis ofcompany status and its macroscopic and microscopic environment analysis to explore how todetermine the brand marketing strategy, product line design, scientific and reasonable brandpositioning and marketing activities according to market demand, and promote Ronsy pace ofbrand construction.This paper is divided into six parts:The first chapter is an introduction, statement of purpose and significance of thisresearch, as well research methodology and work plans.The second chapter is a general introduction to Ronsy company, especially introducedRonsy company existing brand status and problem in their brand management. The third chapter exploring the possibility of brand marketing of Ronsy company bymacro and micro environment analysis, combined with SWOT analysis,The fourth chapter propose target market for Ronsy company’s branding positioning andpromotion strategies based on means of brand building and theoretical analysis.Chapter V Guided by ternary theory of branding, propose overall plan of implementationof brand promotion, meanwhile present optimization Ronsy CIS system construction topromote the implementation of brand promotion.Chapter VI put forward suggestion on several issues which should paid attention to inbrand promotionIn this paper, by consulting reference literature and data, market research, dataanalysis and other methods, through research of domestic and international pet food corporatebrand positioning and marketing strategy, the conclusion is company should make reasonablepositioning according to investigate into domestic consumer characteristics, and adoptcorresponding market branding and promotion strategy suitable for every subdivide targetmarket.The purpose is try to make brand marketing and promotion strategies applied to pet foodcompany’s marketing activities, promote the transformation of enterprise marketing, buildingnew marketing concept suitable for nowadays development of pet economic.Due to the limited of personal theory, research and experience, coupled with the pet foodindustry is an emerging economy, limited-related statistics and data collection channels, theview and the strategies have to be improved and adjusted in the actual work.