牙膏产品亚洲市场营销计划书(英文).docx

牙膏产品亚洲市场营销计划书(英文)

第一篇：牙膏产品亚洲市场营销计划书(英文)1.Introduction•CompanyAllstarBrands-AllsmiletoothpasteAllstarBrandsisaninternationalconsumergoodsenterprisewhichproducesandsellsprescriptionpharmaceuticals,nonprescriptiondrugsandfastmovingconsumergoods.Ithasmanyleadingbrandsinallkindsofproductcategoriesinregionalmarkets.Theconsumerproductspisionincludesvarioustypesofpackagedgoodssuchassoaps,shampooandtoothpaste.Inrecentdecades,Allstarhasexpandedtheproductcategorywidththroughinternalnewproductdevelopmentandacquisitionofbrandsandcompaniesaroundtheglobe.Recentlytheenterprisewasreorganizedintoaglobalproductmanagementstructurewiththreemajorpisionsincludingethicaldrugs,consumerhealthcare,andconsumerproducts.Agroupofcategorymanagersarewithineachpision.Underthenewstructure,eachpisionisresponsibleforitsowninternationaloperationsandcanpicktheproductsandcategoriestopursueinternationally.ThisbusinessplanisaimedatthemarketingofAllsmile,atoothpasteofAllstarBrandsinAsianmarket.(Feicketal,2003)•SituationFromtheperspectiveofthemarketdevelopment,oralhygieneproductsinAsiamarkethasenteredintothematureperiod.Thedegreeofmarketsegmentationishigh,brandloyaltyplaysamainrole,andpricecompetitionisveryfierce.Asforthemarketsupplyfield,thesizeoftheAsianmarketisrelativelystableandthemarketgrowthrateislow.Seeingfromthemarketdemandangle,personalizedneedsgetintensedaybyday.Thepursuitofnewfeeling,health,whitening,natural,fulleffectarestillthemainstreamoftoothpasteproducts.Intermsofthebrandstructure,marketconcentrationisveryhigh,severalmulti-nationaltoothpastebrandsoccupythemostmarketsallaroundtheworld.Lookingfromtheproductstructure,marketsegmentationbecomesmoreobvious,manynewproductsexist,andtheproductswithspecialfeelingandpersefunctionsarewidelyacceptedbythemarket.Asfortheregionandpricestructure,toothpasteproductsinurbanmarketstendtoachievefurthervocationaldevelopmentwhileinruralmarkets,thesalesoflowpriceproductsriserapidly.(Berger,2011)Lastbutnotleast,intermsofthemarketshareofsomemajorbrands.Themainbrandgrou