Study On The Marketing Strategy Of By RuiOu Animal Health Company

The social economy and people life level has been developed in China in recent thirty year since the beginning of reform and opening policy. With the development, the animal husbandry also has a great improvement as the important part of state economy. The animal husbandry was occupied by 34% in the whole of agriculture revenue. The animal husbandry has three basic parts including breed, feed and animal health products. There was 1,622 local animal health companies till the end of 2009 in China. About 20 multinational animal health companies operate in China.The marketing strategy and tactics in China should be dependent on the global influence as RuiOuh is the leading company in animal health business. However, some adjustment should be done according to the characteristics of China market. All RuiOuh products in China are imported from the manufactures around the world. Every product should have the registered license from China Ministry of Agriculture(MOA). The product tactic is the most important in all tactics. The RuiOuh product tactic includes: strengthen the registration work for product, especially for top ranking products around the world; intensify the re-registration work to avoid present product lost; try hard to introduce the products representing the future trend such as gene modified products; pay more attention to the products that has the efficacy of product package; Focus on product life cycle administration, especially for the products in the period of introduction and growth. The price tactics is leading price position. The place tactics is to establish the channel that can provide enough service and coverage to customers according to different segments. As RuiOuh is focus on the high level customers, the majority of channel is province distributors as fist class. Secondary or third class distributors are also built to increase market coverage in different segments. The marketing in animal heath market can be concluded as technology oriented marketing. So the promotion policy should be focus on the technology to communicate with target customers.The whole marketing strategy of RuiOuh in China is to establish the leading brand in vaccines combined with other products and to become the leading animal health company in China market. Based on this strategy, some suggestions for marketing tactics in different animal segment market are following. In product tactics, project team built are suggested to strengthen the registration and expand poultry and swine pipelines. The team should include the people from the related cross departments. Canine products and some chemical therapeutic drugs are advised to be registered in companion animal products. As for Enramycin, the position and promotion in swine feed should be considered. In price tactics, package selling are advised to be adapted in some markets because of the pressure from the strong competition and the quality improvement of domestic products. The package selling is the way to decrease the complaint about the price from ending customers and increase the market share. In place tactics, combing the import agencies is to transfer every distributor to buy products just from one import agency. Merging the provincial level distributors is to let ending customers buy the products in one animal pipeline from one provincial level distributor. In the low intensified market such as swine market, the number of internal staff and second level distributors are suggested to increase the coverage of channel. The channel should be key accounts oriented and some distributors who cannot provide good service should be stopped. In promotion tactics, some seminars in the key accounts are suggested to strengthen the popular conference marketing and service marketing. These seminars can provide individualized service and communication. The contact points with customers should be increased by some ways such as the routine mail of technical bulletins. The internet can be used in branding built. Investments should be increased in some related service provision, especially for the related equipments supply. In general, the whole strategy can be completed only through the excellent tactics execution based on the changes of different animal segments and the trend of developments.