Brand Repositioning Strategy And Its Implementation Of The H Brand

The Fifth Plenary Session of the 18^th CPC Central Committee decided to fully implement the two-child policy.The forthcoming two-child baby boom inspired by this policy will change the age structure of the Chinese population,which not only directly promotes the potential economic growth of China,but also drives the development of the maternity and child industry market.The research on brand positioning and implementing strategies for the maternity and child industry and maternity skin care products is still new in China.This paper takes the H brand of the A Company as the main research object.The operation of the H brand faces the following problems:turnover shows a trend of declining;the overall performance has not reached the expected target;and the market share has declined.First of all,an overall analysis on the case of this paper is carried out,follows with more detailed analysis on the PEST environment,industry environment and micro environment of the H brand,as well as existed problems in the position and implementation of H brand’s positioning strategy.Then,in the process of formulating the brand repositioning strategy,the marketing strategy theory is used to explore the repositioning strategy of the H brand.At last,under the guidance of this strategy,and through applying the marketing mix theory of 4Ps-product,price,place,and promotion to promote the implementation of H brand repositioning strategy,and to further explore strategies and paths to enhance brand value.This paper provides a comprehensive brand repositioning strategy for the maternity skin care products industry.Its methods are of significant enlightenment to the theoretical development of the brand repositioning of maternity skin care products industry and the implementation of industrial marketing mix strategy.