A Study Of How To Improve The Marketing Strategy Of H Branded Anti-falling Shampoo At M Company

The ancients called the hair "three thousand troublesome silk",but for some modern people,the most distressing problem is not to leave these troublesome silk.In recent years,with the acceleration of life rhythm and the increase of work pressure,hair loss population in China has a straight upward trend.According to the latest news,hair loss population in China exceeds 250 million,that is,one out of every six people has hair loss.According to ii Media Research consultation data,with the rise of hair loss population and the increase of consumer awareness of hair care and health care,the demand for hair loss prevention is increasing.In 2018,China's anti-falling shampoo market was 11.3 billion yuan,15.3% longer than the previous year,accounting for 2.1% of the overall shampoo market.It is expected that the market scale of antihair loss shampoo will exceed 1.5 billion yuan by 2020,and the commercial potential of antihair loss products is huge.M company's H branded anti-falling shampoo is a star product which sold over 10 billion yen in its Japanese market in 2007.It was officially certified by the State Pharmaceutical Administration in 2018 and was listed in the Chinese market.Both online and offline sales channels are distributed.M company adopts the traditional marketing strategy to promote H branded listing,but with the passing of a year,the sales are flat,and the business situation is not up to the standard.There are many reasons behind it,such as the need to improve the brand awareness due to the late entry into the Chinese market;competitors have a strong regional advantage;its existing marketing strategy is difficult to gain competitive advantage in the market,and so on.H branded anti-falling shampoo needs all-round reform,especially in the context of new retail,in order to achieve unique competitiveness in the market,adapt to the changes in the retail market environment,and reverse the decline of its sales performance.Therefore,in view of the above situation,this paper takes H branded anti-falling shampoo of M company as the research object,guided by STP theory,4P marketing theory and other marketing theories,through literature research,interviews,questionnaire survey and other ways,analyzes the target marketing strategy of H branded anti-falling shampoo products.