牙膏产品亚洲市场营销计划书(英文).doc

牙膏产品亚洲市场营销计划书(英文).doc

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1.Introduction

•Company

AllstarBrands-Allsmiletoothpaste

AllstarBrandsisaninternationalconsumergoodsenterprisewhichproducesandsellsprescriptionpharmaceuticals,nonprescriptiondrugsandfastmovingconsumergoods.Ithasmanyleadingbrandsinallkindsofproductcategoriesinregionalmarkets.Theconsumerproductsdivisionincludesvarioustypesofpackagedgoodssuchassoaps,shampooandtoothpaste.Inrecentdecades,Allstarhasexpandedtheproductcategorywidththroughinternalnewproductdevelopmentandacquisitionofbrandsandcompaniesaroundtheglobe.Recentlytheenterprisewasreorganizedintoaglobalproductmanagementstructurewiththreemajordivisionsincludingethicaldrugs,consumerhealthcare,andconsumerproducts.Agroupofcategorymanagersarewithineachdivision.Underthenewstructure,eachdivisionisresponsibleforitsowninternationaloperationsandcanpicktheproductsandcategoriestopursueinternationally.ThisbusinessplanisaimedatthemarketingofAllsmile,atoothpasteofAllstarBrandsinAsianmarket.（Feicketal,2003）

•Situation

Fromtheperspectiveofthemarketdevelopment,oralhygieneproductsinAsiamarkethasenteredintothematureperiod.Thedegreeofmarketsegmentationishigh,brandloyaltyplaysamainrole,andpricecompetitionisveryfierce.Asforthemarketsupplyfield,thesizeoftheAsianmarketisrelativelystableandthemarketgrowthrateislow.Seeingfromthemarketdemandangle,personalizedneedsgetintensedaybyday.Thepursuitofnewfeeling,health,whitening,natural,fulleffectarestillthemainstreamoftoothpasteproducts.Intermsofthebrandstructure,marketconcentrationisveryhigh,severalmulti-nationaltoothpastebrandsoccupythemostmarketsallaroundtheworld.Lookingfromtheproductstructure,marketsegmentationbecomesmoreobvious,manynewproductsexist,andtheproductswithspecialfeelinganddiversefunctionsarewidelyacceptedbythemarket.Asfortheregionandpricestructure,toothpasteproductsinurbanmarketstendtoachievefurthervocationaldevelopmentwhileinruralmarkets,thesalesoflowpriceproductsriserapidly.（Berger,2011）Lastbutnotleast,intermsofthemarketshareofsomemajorbrands.ThemainbrandgroupinAsiantoothpastemarketroughlyincludeBritesmileBancav,Clean&WhiteCaregate,DentacareandEversmile.（Feicketal,2003）

2.GoalsforAsia

•Whattoachieveandwhy（bespecific,givesomemetrics）

ThemainmarketterminalsinAsiawillbeChina,Japan,India,SouthKorea,thePhilippinesandThailand.

TotalSalesofthecurrentyear:

$0.6billion;

Grossprofit:

$0.2billion;

Grossmargin:

30%;

Netprofit:

$0.18billion

Marketshare:

15%

ThemarketinggoalisdecidedasthetoothpasteproductsdevelopsrapidlyandtheAsianmarketpotentialistremendous.FromstatisticsofthemanufacturertoothpastesalesbyCountryMarketinthelastsixyears,allofthesixAsiancountriesmentionedaboveincreasedyearbyyear.Forinstance,thesalesinIndiafiveyearsagowas$398million,whileinthecurrentyear,thenumberisaslargeas$694million.InChina,thesaleshasraisedfrom$1409millionto$2094millionwithinsixyears.Asaresult,thetoothpastemarketinAsiastillhasgreatspacefordevelopment.CurrentlyAsia'spercapitatoothpasteconsumptionhasnotreachedtheinternationalaveragelevel,sothepotentialmarketishuge.Thepotentialsourceisnotjusttheconservative4billionpopulationtill2050,butalsothethegrowingrateofbrushingteethamongAsianpeopleandtheirgrowingoralhealthawareness.（Feicketal,2003）

•Risksinvolvedandlikelihoodofaccomplishinggoals

WhilethemarketinggoalofAllsmiletoothpastesbeingexecutedbythemarketingstaff,severalothertoothpastewithlargesharemaytakerelevantmeasures.Ifseveralbrandstakethemeasuresofthepromotions,discountsorprice-cuttingcompetition,itislikelytocauseeverybodyhavenoprofitorevenloss.Howeveringeneral,thiskindofphenomenonisunlikelytoappear.Inaddition,whenimprovingsaleschannels,atthesametime,Allsmilemaylosetheshareofseveraloriginalmarketingchannels,thuswillresultinapyrrhicvictory.Lastbutnotleast,therearesomerisksinpersonalsellingandbusinesspromotionawwell.Withoutlargecapitalinvestment,thesemeasuremaynotreachthedesignatedeffects.（Kotabe&Helsen,2010）

3.OverallCompetitiveStrategyforAsia（coreoftheplan）

•SituationanalysisandSWOT

Strengths

AllstarBrandisaworld-leadingconsumergoodscompanywithalonghistory

Abundantcapital

Maturemarketingcapabilities

Advancedtechnologiesandequipment

Clearbrandandstrategicpositioning

Strongproductcompetence

Highqualityproducts

Accuratemarketsegmentation

Soundsupplychainmanagementsystem

Diversemarketingchannels

Weakness

GlobaloperationandmanagementmodemaycausetheresponselaginAsianmarket

Althoughtherearevariousproducts,thedifferencesarejustthepackageandspice.Theyarelackoftheinnovationsinrawmaterialsandfunctions.（Kotabe&Helsen,2010）

Sticktotheinternationalmanagementexperienceandunwillingtochange

Differentagegroupshavedifferentconsuminghabits.Asfortheelderly,theyareusedtosomelocalbrands,letthemacceptanewbrandisdifficult

Multinationalmanagementisdifficult.Duetothedifferencesincultureandvalues,therewillbesomecontradictionwithinthecompany,andthusincreasethedifficultyofmanagement.

Highcost.Theinvestmentinconsumerresearch,advertisingplanningandproductresearchmayincreasethecost.

Comparedwithsimilarproducts,itsproductdifferentiationisnotobvious.Whilecomparingwithdomesticbrands,itsbrandaffinityisnotstrong

Opportunities

Consumers’livingstandardsimprove,theconceptoflifechanges,theybegintopursuehealthlife.Dentalhealthattractsmoreandmoreattention,marketgrowthoftoothpastespeedsup.

Aspeople’sconsumptionhabitschange,theystrengthenthebrandpreferenceanddeclinethesensitivedegreeofprice.

Domesticnationalenterprisesdevelopslowlyandevenatrophy,lackofcompetitiveness（Kotabe&Helsen,2010）

Threats

Severallargebrandshavealreadyoccupiedthemarket

Severallocalbransaredevelopingfastly

Lackoflocalcharacteristics

•Basisforcompetingeffectivelyinthelongrun（specifyanoverallcompetitivestrategy）　

UnderstandandadapttothedifferentneedsofAsianconsumersandexpandconsumerobjectsconstantly.Long-termmarketingplanincludefourcategories,products,positioning,marketingchannelsandmarketingstrategy.

1.Updatetheproductcombinationandreplacethepackagingoftheproductsinordertoincreasespecificgroups’interestandthuspromoteconsumption.

2.Dividethetoothpastepositioninginhigh-grade,middle-gradeandlow-grade.Thereforeconsumerswillhavemorechoosingspace.

3.Useallkindsofchannelslikemodernsupermarkets,wholesalemarkets,terminaldirectsellingandchainpharmaciestoenhancethebrandcompetitivenessandmaximizetheenterpriseprofit.（Kapferer,2012）

4.Takeuseofpersonalselling,businesspromotionandothermarketingstrategiesto.encouragingconsumerstotakepurchasebehavioreffectively.Besides,itwillhelpactivelyexplorenewmarkets.（Atamanetal,2010）

•Resourcesandcapabilitiesofthefirm

Tangibleresources（allkindsofconsumergoods,materials,equipment,facilities,workplace）

Financialresources（valueover$8.9billion）

Humanresources（soundHRmanagementsystem）

Intangibleresources（trademark,patent,technology,corporationculture,brandimageetc.）

References:

Ataman,M.B.,VanHeerde,H.J.,&Mela,C.F.（2010）.Thelong-termeffectofmarketingstrategyonbrandsales.JournalofMarketingResearch,47（5）,p866-882.

Berger,A.（2011）.AStrategicAnalysisofColgate´stoothpasteproductline.GRINVerlag.p7-13

Feick,L.,Roth,M.,Deighan,M.,&James,S.（2003）.Countrymanager:

Theinternationalmarketingsimulation.Charlottesville,Virginia:

InterpretiveSoftwareInc.P7-18

Kapferer,J.N.（2012）.Thenewstrategicbrandmanagement:

Advancedinsightsandstrategicthinking.KoganPage.p45-55

Kotabe,M.,andHelsen,K.,（2010）GlobalMarketingManagement（5thed）,JohnWileyandSons,Brisbane.p130-136