Marketing Position&Strategy Research On Elsker Natural Herb Series

With the popularity of the one-child policy in China, the young parents pay more and more attention to child care. This will inevitably lead to the rapid development of baby care product marker, marker prospect is prosperous. Subsequently, more and more baby skin care brands march into the marker, forming a competitive and rich and colorful economic market. Because Johnson Baby entered the market early, it occupies the dominant position in the field of baby skin care products, other brands fall far behind. Market changes unpredictably, accompanied by the enlargement of the infant supplies market scale, Frog Prince, Arau Baby, Doraemon swoop into the infant skin care market in one fell. Especially Shanghai Elsker for Mother&baby Co.,Ltd (for short "Elsker"), in a short span of six years, in the domestic market sales ranks only behind Johnson baby, even in the sales of KA system has already surpassed the Johnson baby, has a great impact on the dominance of Johnson&Johnson baby in the domestic market.This paper based on Shanghai Elsker for Mother&baby Co.,Ltd. This paper first briefly explains the research background, purpose and significance of the paper, and the theory of application to this paper expounds and analyses. Then, according to the natural herbal products market actual operation status, on the basis of analyzing Elsker company’s internal and external environment, using Potter’s five forces model, consumer behavior, market segmentation and target marketing plan and marketing mix theory, the natural herbal products market location, and carries on the thorough study on the marketing combination strategy, and puts forward the corresponding organizational support structure. The innovation of this paper lies in through the analysis and Research on the marketing strategy theory, gives the marketing strategy of baby care product own opinion, also in the implementation of marketing strategy control, the multi angle thinking, will own experience and marketing strategy theory of knowledge integration, and puts forward some new ideas for the development of infants and young children care products industry.