What ZJ Had Retail Group “MT” Own Brand Products Products Marketing Strategy Research

Private Brand has had more than 100 years’ history since 1870 s. Theoretical research and practical application about Private Brand is being mature in west. The retail enterprises now accounts for more than 30% of retail sales in the UK, and 40% of the supermarket annual sales in the United States. While Private Brand in China is still in a primary stage of an imitation, exploration which is revealed as the lack of awareness about the brand strategy and the strategic plan of making brand, and the retail enterprises in China are still mainly acted as “sellers”. This thesis put forward the Private Brand marketing strategy about “MT” of ZJ retail group and the specific supporting measures, on the basis of understanding the related theory about Private Brand and the analysis about macro-environment and industry environment of the “MT” of ZJ retail group as well as the market statue of the Privat e Brand.First of all, this thesis which is based on the retail enterprises’ basic marketing theory of Private Brand, and makes full use of a series of theories such as STP theory, marketing mixed theory, the basic concept and theory of Private Brand, and a series of basic concepts and theories of theory, also shows the thoroughly analysis for the present marketing situation of Private Brand of “MT”. Secondly, this thesis makes a full understanding for the macro-environment and industry environment of “MT”Private Brand for “ZJ”Group. Thirdly, according to the analysis of "MT" Private brand, this thesis finishes the market selection and market positioning; Fourthly, according to the theory and market analysis, this thesis put forward the systematic marketing strategy, which will help “MT”Private Brand of “ZJ”Group find the systematic marketing strategy.In terms of product strategy, MT brands should pay attention to new product development. Then according to the present situation of popular food market, the” MT” private brands achieve the product differentiation and form the perfect mixed product, in order to lay the foundation for brand products to win market; on the respect of price strategy, according to the market situation, MT Private Brand products are suggested to make price by product unit costs and expected profit; In the aspect of channel strategy, it is suggested to pay attention to the choice of distribution channels, improve the management of distribution channels; In the promotion strategy, it is suggested to implement appropriate advertising and personal promotion.At last, In order to ensure the smooth implementation of the strategy, the thesis also puts forward the corresponding support measures: design and manage the marketing team for ZJ retail group, through the guarantee of specific organization and system; through the integration of sales channels and the improvement of profit margins promote Institutionalization and archival management, and the point system for customers, which is useful to implement product brand strategy and ensure the implementation of the marketing plan; In the aspect of marketing plan control, this paper puts forward five aspects, namely the improvement of transportation mode, controlling the operation cost, fully implement the "4 s" service concept, the open, transparent and accurate price management, the implementation of rotation and integrity for sales team, the improvement and perfection of market information analysis and methods.