A Case Study On Building & Development Of Mask Brand M

Researchers in this paper for M brand,the founder of the whole deeply involved in the development of the brand and the mask category.Fully collected more than 10 years of history data and summarized,M brand construction and development can be divided into four stages including brand exploration,rapid development,challenged phase and future.This study introduced the background of each stage,policy of formulation,and the key marketing actions,analyzed the key and targeted,formed the main conclusion.This paper mainly analysis the mask category of market orientation and value definition and will promote the development of brand building process.After the failure of the exploration phase,M insight to the unsatisfied the potential demand of consumers,and then by looking at the category’s own characteristics,discovered have not been fully identify characteristics could meet the potential demand of consumers,thus completed to market orientation and to redefine the category of the value of the two jobs.Then put M brand construction in the mask category above the two positioning and definition,has opened up a new market without competition,promote the category change,also won the competition advantage.At the same time,the overall and key marketing action and to establish a relevance between the brand and category,made huge gains.M brand,after be leaders met new challenges in the new era.In order to promote the continuous development and strengthen brand category of their own leadership,M again through proactive management category,put forward building the mask value category,clear the status of the mask,to develop new marketing mix strategies,development based on category feature on the brand core values,strengthen the relevant brand and category,build barriers to competition.This story which formed in this paper,the main conclusions are two,on the one hand is to realize leaping development by category innovation brand,on the other hand is a brand is closely related to the category to build barriers to maintain and consolidate the advantage.This article is divided into four chapters: the first chapter is introduction,mainly introduces the general background and significance of research,summarizing the related theory,research framework and methods;The second chapter case introduction,introduces in detail the process of brand development;The third chapter is case analysis,the paper analyzes the category behind the success of the key factors and the main thinking;The fourth chapter for the case of the key category innovation inspiration;For this article conclusion finally.This study for M brand and category itself the sustainable development has the conclusion and enlightenment significance,for other industry brand development way choice or other brands has also enlightening significance,and specially for attempted to influence brands by category of innovation development are of great significance.