Study On Creative Integrated Marketing Strategy Of Underwear Products Of Hanes Brands Inc. Based On Demand Research

Since 2013,Chinese underwear industry has been facing huge challenge,even the market demand of thermal wear is increasingly shrinking.This is mainly due to the climate change and the improvement in heating facilities,and also the change in demand for underwear products on the consumers' side.Hanes Brands Inc.China alone has seen a 30% YoY sales drop in 2014.However,with the growing improvement of people's life,underwear,the very category that possesses the distinctive feature of the Fast Moving Consumer Goods,will be accompanied by enhanced holding quantity and purchase frequency.In a long run,underwear will become one of the categories of apparel industry that sees more potential and bigger growth than others.According to the benchmarking analysis with such developed countries as the US and Europe,there will be a huge potential for underwear holding quantity and purchase frequency of Chinese consumers.For an underwear company,it should envisage the temporary challenge and have faith in the industry on the one hand,and shift the marketing strategy from supply-oriented to market-oriented on the other.In the meantime,it should also dig into the changes of demand on the consumers' side and make the transformation in due course,carrying out creative Strategy of Integrated Marketing to adapt to the marketing change and shake off current predicament.This thesis chose Hanes Brands Inc.Chinese branch as the object of study,which is the biggest corporation of underwear industry world-wide.Firstly,it casts an overview of the relevant marketing theories and best practices of underwear industry;Secondly,it carries out analysis on development environment of underwear industry and further study on the necessity of business transformation of Hanes Brands Inc.China;Thirdly,it conducts multi-dimension study on consumers' demand in depth to obtain the key points and trend of consumers' demand shift.On account of that it revises the STP strategy of Hanes Brands Inc.China and applies the7 Ps theory to propose a creative strategy of integrated marketing and a plan of implementation.The paper adopts focus group,questionnaire,and statistic analysis to get the conclusion ofdemand shift,which is the basic starting point about creative strategy of integrated marketing for Hanes Brands Inc.China.This thesis will have practical value of business transformation of Hanes Brands Inc.China and also cause particular reference value for other Chinese underwear enterprises.