Research On Brand A Of N Company’s Infant Milk Formula Marketing Strategy Optimization

In recent years,our laws and regulations on infant formula industry continue to improve,especially the implementation of registration law has forced many small brands leave this industry.But at the same time,as the domestic head milk powder brand continues to make efforts in marketing and research and development,its market share continues to increase,and the competition between brand A of N Company and head milk powder enterprises is increasingly fierce.Meanwhile,the birth rate decreases continuously and childbearing intention gets lower,the infant milk formula market enters the stage of stock competition.Brand A of N Company had a good development trend in the early stage of entering the Chinese market,and gained a certain market share through the construction of official channels and the development of high-end products.However,in the face of the new competition situation of increasing industry concentration and the increasingly obvious homogenization trend of marketing strategies among milk powder brands,brand A of Company N should timely adjust the existing marketing strategies and seek continuous development.This paper firstly conducted an all-round analysis from four dimensions: the development situation of brand A of N company,the macro environment,the overall competition situation of the industry and the consumer characteristics of infant milk powder.Then,this paper uses 4P marketing theory to analyze the marketing strategy mix currently adopted by brand A of N company in detail,and makes A horizontal comparison with the marketing strategy of its main competitors.It is known that the marketing strategy of brand A of N company is no longer enough to help it continue to develop a considerable market share and the homogenization problem of competition strategy in the infant formula industry is becoming increasingly prominent.Based on the above research,this paper further uses the consumer questionnaire to explore the implementation status of the marketing strategy of brand A of N Company,to understand the real needs of consumers,and then focuses on the analysis of the specific problems existing in the strategy,and makes an in-depth analysis of the causes of these problems.Therefore,this paper believes that brand A of company N should optimize the marketing strategy from the four aspects of product,price,channel and promotion.When specific optimization measures are proposed,the key point of "paying attention to consumer demand" in the 4C marketing theory should also be integrated to achieve innovation,especially to pay attention to cultivating consumer loyalty,so as to create differentiated marketing strategy advantages for brand A of N company.Finally,in order to ensure that the optimization scheme can be effectively implemented,this paper puts forward the corresponding implementation safeguards.It is hoped that the research in this paper can provide effective competition strategy ideas for brand A of N company in the heated market,and achieve long-term development with stronger brand power,more optimized price system,more perfect channels and more efficient promotion strategies.