The Study On Ingredient Branding Marketing Strategy Of P Company

In today’s economic globalization,the competition is deepening and fierce day by day.The competition is no longer limited to the competition within the industry,but cross-industry competition,chain competition,ecosystem competition.B2 B companies cannot rely on the product and price only to the formation of competitive advantage if they want to be differentiate in the market,companies pay attention to brand building and promotion increasingly,brand strategy for these materials suppliers company provides the concept of multi-brands portfolio to achieve lasting differentiation opportunities for their products,and realizes the enterprise of high profits and last forever.For raw material suppliers,Ingredient branding is also gradually known as an important means for suppliers to highlight the uniqueness of elements and deliver product value and brand value to manufacturers or end consumers.In this thesis,taking P company which ranks No.2 worldwide in crystal manufacturing industry and in the process of implements Ingredient branding strategy in China market as case study.From the problem description of the case and the actual practise of initial mode,it can be concluded that that the reasons for initial failure of P company in implementing the ingredient branding strategy are as following: 1)P company has insufficient brand influence in the minds of end consumers and fails to attract the corresponding end brands to cooperate with the ingredient branding;2)Although the suitable terminal brand has been found,effective marketing communication strategies have not been implemented and brand traffic and effects have not been generated at C-end,thus not resulting in the growth of sales revenue and expansion of brand influence.It analyzes why P company needs to take Ingredient Branding Strategy and how they should focus on the two main issues from the five major points from initial model analysis,customer analysis,competition analysis,demand and trend analysis,and implementation condition analysis.The two main issues should be focused on are 1)How to improve the brand awareness at the C-side;2)How to make the P company’s brand equity in the value chain and show to the cooperated brand owners and consumers,making it as a true influential “Czech crystal” with quality.Based on Ingredient branding strategy theory and literature as well as the reference Ingredient branding success stories,through the method of literature and case analysis,and combining with the theory of Integrated Marketing Communication from the innovation of Ingredient Branding,as well as the theory of Brand Equity,especially the five-star model of brand equity theory.It puts forward the optimization scheme of brand equity from the aspects of brand exclusive asset management,enhancing brand loyalty,enhancing brand awareness and strengthening brand association innovation.From the perspective of ingredient branding strategy,the thesis proposes that P company not only need marketing activities in the B2 B channels to promote the Ingredient branding strategy,but also should implement the multi-level brand marketing strategy in the B2 C channels to expand the company’s brand influence,to generate a pulling effect from end consumers,to further promote sales,open the way of B2B2 C differentiation competition,increase the value of company’s brand equity,achieve the ultimate goal of the enterprise,to ensure the long-term development of the enterprise.