Startup Market's Marketing Strategy Research On Start-up Company LAASO In The Candle Market

Marketing is the tool for any start-up business to help the company take clear and logical step toward a great launch.I tend to define marketing as an absolute rule or method that any start-up business can follow so they can ease their business operation but fortunately,the marketing strategy varied from one aspect to another depend on the market itself,the company vision,their customer segmentation,targeting,branding and positioning.All this aspect needs to be planned carefully in order to generate a successful marketing strategy that can be the core operation of the company and help them have a solid ground in the market.Currently,the consumers tend to purchase a healthier,spiritual and high-quality product which will influence their daily life and help them handle the life pressure.This is the reason why this thesis discussing the way of creating such a product with those values and designs,according to the consumers' needs.Laaso is a start-up company,which makes fragrance candles.My idea is making a candle which gives a great scent in the room while it is burning that helps to clear your mood and soul.For a new brand in a new market,branding,promotion and advertising are the key factors of the product` launching.In order to put the product in the right place in the customers` mind you need to manage your website,social media accounts and advertisement campaign carefully.Online marketing has a significant rule in any retail company businesses.Consequently,this thesis considers the online marketing and how it grew in the last ten years.Different examples of digital marketing strategies have done by similar product` providers and discussed such as;Yankee's candles.Moreover,real data collection from the company market position,the marketing analysis,competitors' status and nature of the online marketing in China will be introduced.Finally,a study of the Chinese consumer behavior in the latest years as China becomes a large purchasing power.Starting from competitors' analysis to have better vision of their marketing strategy.Secondly,the Chinese market structure is discussed to determine the strength point that Laaso can work on it to strength their presence in China.After that,enhancing the product`s position between the competitors by showing the brand`s high-quality and competitive price.Finally,using the previous three points to target the right consumer segment through social media marketing and online sales platforms.Social media allows any businesses to present their ideas to their audience and where they can interact with the buyers by creating a common platform between product providers and purchasing clients.In conclusion,marketing is very essential to any successful business plans,production without a good marketing becomes liability to the business growth.In comparison with other producers in the same industry,Laaso have done remarkable marketing plan in the aspects of online marketing and social media promotion.To keep smooth implementation of the plan,marketing strategy should be modified and improved correspondingly to adopt the new changes in market surrounding.