J Company Shampoo Shower Gel Products Marketing Strategy To Improve Research

J company was established in May2003a dongguan small-scale private enterprises. On November17,2004, the company developed the overhand yukon hair shampoo products of scientific research achievement of "HMJ" shampoo shower gel for invention patent certificate issued by the state intellectual property office. And under the J company efforts,"HMJ" shampoo shower gel in the local has a certain reputation and word of mouth, slowly in the market has a stable customer base. But the sales of this product has been very stable, and less sales, its sales are maintained for several years to be controlled in3million yuan, long-term in a state of low profit. J company is not because the patent, and towards greater sales, profits, the path of rapid development. The reason is that the company’s management to grasp of the limitations of marketing theory, the product positioning is not clear, together with its marketing underfunded, there is no clear sales strategy, etc., in the shampoo shower gel on J company sales performance has been poor, and a few years, this article marketing strategy in the implementation of the sales revenue has a tendency to slow decline year by year. The purpose of this study was to its product formulation and implementation of new marketing strategies.This article first to J shampoo shower gel products of the company’s original marketing strategy are analyzed, and its marketing problems of:single marketing model, marketing idea vague; Marketing channel is narrow, leads to the extrusion of marketing by the distributor; Single product variety, product differentiation cannot be highlighted; Television advertising has achieved obvious lower than expected, lack of professional marketing talent; Lack of consumer demand feedback mechanism. These marketing problems restricted the J shampoo shower gel products of the company’s market development and improvement of sales, J company to change the shampoo shower gel product marketing strategy.As a result, this paper presents a shampoo shower gel product positioning for J company have higher request for product function effect of product market segments. Reason is the J company’s products can reach the requirement of this kind of consumer, at the same time this kind of consumers is not sensitive to price, J company can have a high price of their products, to gain high profits. In this paper, through the PEST analysis and SWOT analysis method to T company marketing environment has carried on the comprehensive analysis, to verify the effectiveness of the marketing strategy to change the urgency, necessity and feasibility. This article through the factor analysis of hair loss products market demand is analyzed, it is concluded that the product demand or order (according to the demand from large to small) as follows:1, functional factors, and2, the brand factor,3, price factor,4, advertising factor,5, and social influence factor, the six factors, impulse buying. Based on, with the STP marketing strategy of market segmentation, target market selection, J company shampoo shower gel products for the target market positioning, and for its products formulated the corresponding4p marketing strategy.