Executive Summary
Now Malaysia BaoLiLai Company is in the process of diversifying. As the business development manager, I have done much marketing research for several months, I suggest our company will be engage in skin care industry, we will research and manufacture two kind of moisture creams to target high end and low end market. Why choice these? What positions our products should occupy? I can analyze from these aspects.
In recent years, skin care industry develops stability; sales of skin care products are expected to be stable over the next few years. There are many manufacturers in skin care industry. Most of them are international company, including Estee Lauder, Christan Dior, L'Oreal etc; they occupy 90 percent of market share. Follow Me and Ginvera are belong to local company. Skin care products are available at different kind of stores. In skin care industry, competition is fierce, and each of competitors adopts different strategy to earn more profit in market. From marketing investigation, I find moisture cream is in great demand for consumers, so our company can produce moisture cream to target consumer market.
There are many brands of moisture cream in consumer market. Most of consumers evaluate moisture cream from two criteria: the degree of protecting moisturizing and nourishing. In existing products, Christan Dior moisture cream is high nourishing and high moisturizing. It is positioned on best quality and high price. POND'S is low nourishing and high moisturizing; it is positioned on middle quality and middle price. L'Oreal is high nourishing and low moisturizing; it is positioned on the best value for money. Follow Me moisturizing cream is relative low nourishing and low moisturizing, it is positioned on low price and low class.
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