The Research On The Marketing Strategy Of Mead Johnson Infant Formula In Jiangsu Province

The competition in the domestic milk powder industry becomes increasingly fierce in China. More famous foreign brands are entering Chinese market; mergers and acquisitions of the local milk powder are increasing; the preferential policies for the local brands are made by the state; all of these contribute to the fierce competition facing the Mead Johnson infant formula.Jiangsu Province is located in the Yangtze River Delta and it has high economic level. People in Jiangsu have a higher demand for the brand and quality of the milk powder. Therefore, integrating the marketing strategy of Mead Johnson infant formula in Jiangsu province can help Mead Johnson play to its strengths and become the leading role in the milk powder industry, so as to increase its market share and improve its total sales.This paper used the PEST method to analyze the macro environment, industry environment and competitors for the Mead Johnson milk powder in Jiangsu market. Then the paper analyzes the marketing capability of the Mead Johnson milk powder in Jiangsu province from the following four aspects: product and price management, distribution and channel, promotion strategy, sales management, through which we found the existing disadvantages. Through the SWOT analysis theory, we analyzed the advantages, disadvantages, opportunities and threats for the Mead Johnson infant formula in Jiangsu province. By the market segmentation theory, we also found the target market for Mead Johnson milk powder in Jiangsu province. According to the4P strategy, the marketing strategy for Mead Johnson infant formula in Jiangsu province is proposed. Besides all of these, from the organizational support, team guarantee, service support and delivery support four perspectives, this paper discussed the safeguard measures for the successful implementation of the Mead Johnson infant formula marketing strategy in Jiangsu province.