Market position and brand strategy decision.doc

 PAGE \* MERGEFORMAT 5 Market position and brand strategy decision In marketing, we know: There are four kinds of competitive market position in different businesses, they are the market leader, market challenger, market follower, the market turnover (or called market penetration persons). Obviously, different position in the market determines that they should adopt a different brand strategy. Is the market leader position, their market share, generally around 40%. One hand, they want to maintain their leading position in housing, and the need to challenger attack defense, we must pay more attention to their brands, increase their brand reputation. Them to take the brand strategy are: A greater emphasis on product quality, maintain the current inputs or moderate increase in advertising advertising investment, product innovation and brand innovation. Such as Procter amp;amp; Gamble Company, in the shampoo to maintain the current aquatic products have been the ‘Pantene’, ‘Rejoice’, ‘Head amp;amp; Shoulders’, is also the timely introduction of ‘ASCEND’ brands, and the packaging on the use of transparent packaging. Second, a strong focus on new brand on the market. As we all know, when Fuji’s time to enter the U.S. market, ignoring the Kodak in the Japanese market on the counterattack. Kodak set up factories in Japan, direct, produce Kodak film, and take advantage of Japan’s distributors in marketing, was a success. Third, the brand itself to develop in depth. Brands entered the market, always from the big cities to small cities, but as a market leader often indulge in what has been achieved, instead of telling the depth distribution network peripheral development, these markets are often occupied by other manufacturers. China’s household electrical appliance enterprises take a look at the history will show that the current leadership position in Changhong and Haier brand was only extended to the ground-level market, which deserve our further study. In a mark