L Company Product Marketing Strategy

Accompany with the high speed development of Chinese economy and the improvement of Chinese people life’s quality, the expectation for traditional kitchen in China domestic market also changed, the demanding of high end kitchen ware started increase and the whole sharing of high end kitchen ware in the kitchen ware market also keep expansion. Right now China high end kitchen ware market was monopolized by several global industrial magnate which went into China domestic market relatively earlier. But with attractive prospection and under huge price competition in low end kitchen ware market, more and more foreign and local company and brand start join into the game of high end market and wish to get some share. So how to challenge the market lead of domestic high end kitchen ware market become a common subject for all the new incomer. L company is a foreign kitchen ware company which relatively small but got quite credit in EU and US market. The product and brand of L company was quite nice but L company join into local market very late. So L company should research how to use the advancement of themselves under current situation to get survived and developed in local high end kitchen ware market by compete with those magnates.The paper first introduced and analyzed current marketing situation of domestic traditional kitchen ware market and especially focus on high end market situation and feature. And made the detailed analyze for competition environment, future prospect and tread of demanding of high end market. Then the paper described current marketing management strategy of L company in local market meanwhile analyzed the existed problem. Then used questionnaire analysis to understand influence factor of domestic high end kitchen ware market consumption and finished the analysis of purchasing behavior. And finally, with the previous information and marketing knowledge, the paper re designed L company’s marketing segmentation, selection and positioning, and defined whole set of new workable marketing strategy for L company, to help L company to get better situation in further competition. The paper emphasized how to establish the branding superiority in traditional kitchen ware market which with almost very similar product and strong competitor, it will be useful for any new incomer to define the marketing strategy.