Jissbon Northeast Branch Condom Marketing Strategy Of Product

Northeast Branch of Jissbon Health Products Co., Ltd., which is a subsidiary corporate of consumer goods business within Northeast Branch of An Sier Group, takes a leadership in Chinese condom Market with about25%market share for sales all over the country.In Year2010,200million pieces of condoms are sold via various retail channels, increased8%compared with2009. In the condom industry, some companies enhanced its competitiveness on the market by relying on strength of its strong, flexible mechanisms and rich accumulation of product updates and channel management. Currently, the market is very competitive, Jissbon is facing with many famous brands (such as Durex, Okmoto,etc.) and strong competition, but still maintains outstanding growth in domestic market of recent years. From last year on, the full expansion of non-latex condom business in both domestic and foreign market has shown good sales. Although Condom industry is not that changeable, but Jissbon companies still should actively learn from other companies’ management theory and practice to improve their management level.It is approved that in the current marketing mix4P2P-price and promotion are becoming missing their "advantages", instead, channel marketing, promotion and marketing mix4C2C-customers and communication becomes potentially important in nowadays competition. Thus it is obviously very important to make study on how to meet customers’favor by updating product and how to build effective channels for Jissbon long-term competition. In addition to segment-based, relying on innovative products targeted users, the current KA stores, regional supermarket chain, OTC stores and convenience stores and other channels sales model exist, the channel taken by the various manufacturers have different policies, as product positioning and channel planning is correct or not, will directly affect all manufacturers in the market the ultimate performance, even to the company’s survival. Currently, it is seldom studied for condoms product innovation development and marketing channel in domestic market. Author here aims to make a further study on Jissbon channel development and condom market trends by analyzing latest theory of marketing strategy and Jissbon reforms practice; meanwhile author also hopes this study should serves some reference for condom industry development and innovation Therefore, this thesis has some theoretical significance and practical value.