23 market resistance and protection.docVIP

 PAGE \* MERGEFORMAT 6 23 market resistance and protection Children’s skin care industry. Last year in August, I was doing a 500 local children in the acquisition of the TVC and specific skin care brands draft, ACN’s data show that sales of the brand in the Chinese market is the first in the country, I can not believe that this brand will be children’s skin care market, actually The first possession! several decades, especially in that it does not enhance the brand and product updates basis. Give an introduction on the characteristics of this industry, in fact, I have to say 23 with the common market, there is no significant relationship, but I have an understanding of this industry, and interpretation. That there is a misunderstanding in this industry, but also lead to I do not believe it is the first possession of the reasons: product positioning and market awareness of the errors and the use of consumer awareness of market competition to its biggest benefits of the brand Johnson amp;amp; Johnson. This product positioning is this: Johnson amp;amp; Johnson is the baby skin care products, Ikumi a net, babe face, small jingle-like skin care products for children. The market perception is this: consumers do not skin-care products for children and babies understand the distinction between skin-care products, the market for more than a few brands are generally considered child’s skin-care products, the knowledge generated by the culprit is the Johnson amp;amp; Johnson, while Johnson amp;amp; Johnson continued to in spreading a message on: the same as the baby’s skin soft, infant, child and an adult’s use. So the share of the brand is not listed as children in the Johnson amp;amp; Johnson skin care products industry’s first. Therefore, I propose to help this client’s brand grand strategy is: to change the consumer’s perception, children should use child-specific skin care, baby skin care products should not be used! In the beginning of this strategy under the gu