A Research On Brand A Baby Diaper Marketing Strategy

Marketing trend,marketing strategy and marketing capability are important factors for a company's development.This article is focus on the study of market trend and strategy of baby diaper.With the development of population,especially the aging population,the government tries to encourage the citizens to have more babies;they release the two-baby policy in order to change the structure of population and then support on the GDP development.With this background,on one hand,the population will increase and there will be more new babies in the coming years.It means that the market size of baby diaper will further expand without any doubt.On the other hand,there may be more and more players try to enter this market,it will make the competition environment more complex.Brand A is an important player in this market,but its performance is not very good in recent years.A further study of Brand A can help us better understand this category and the market,and help Brand A's development as well.Firstly I introduce the market trend of baby diaper and the development of Brand A,help Brand A understand the situation of this industry and itself.Then analyze the sales channel importance(baby store,Ecommerce and Retailers trade).After that I use the PEST model to analyze the environment and show the competition map with Nielsen data,help Brand A clearly understand the market and channel trends.Also use the SWOT model to evaluate the advantage and disadvantage,build a fundamental for the further analysis.Because of the category feature,after study on consumer behavior and align with the STP theory,I use the market segmentation to divide the consumer into different segment,Then come out with guidance that which segment Brand A should select,then focus on this market and use the to deep analyze the product strategy,price strategy,promotion strategy and place strategy of Brand A and see if any can be improved.For Brand A,the market trends is quite important and can be treated as an important strategy,focus on those mothers who are cost orient and build A brand as the Top local brand in diaper industry can help it better engage with its consumer.In the meantime,Brand A needs to spend more in IMC(integrated marketing communication).