Report Of Mannings In China

5039 words - 21 pages

GE2209 Marketing Development in ChinaSemester A (2013/2014)Mannings China's Marketing PlanCourse Leader: Dr. Daniel Z. DingGroup leader:Chung Wai Hing, Stella 53093902Group member:Chau Man Chi, Eva 53093190 Tang Tin Yan, Tina 53566224 Leung Hoi Yan, Aliya 53572532 Law Pui Ying, Christy 53554526Date of Submission: 07/12/2013Executive SummaryMannings China is a health and beauty retailer which offering health & beauty products and professional services. It has expanded operations into China for a decade, but still is not recognized by Chinese customers. Its position in China just likes another Watsons and has a long time suppressed by Watsons. This marketing plan aims to analyze the current problems of Mannings China and give suggestions according to its weaknesses, so as to optimize the market share in China by further expanding the Mannings business.Mannings' mission is to be the market leader in the beauty and personal care industry, and concern the needs of individual and society.With high market potential of healthcare products, increasing standards of pharmacies, higher purchasing power, greater demand of qualitative products, and advanced technology, all favor Mannings to further expand its market.However, major competitor, Watsons, gives great threats to the expansion of Mannings China. Therefore, we suggest different strategies in marketing mix to maintain its strengths and further strengthen the capabilities so as to overcome the weaknesses.For products, we adapt product differentiation by launching more own-brand products, adjusting the products composition, introducing medical beauty products, and offering consultant services, thus boosting sales and diversify the products.For prices, we plan to adapt two different pricing strategies to meet different target customers, and offering various discounts in special days to do promotion.For places, Mannings should focus on Guangdong as it is one of the most developed cities, hence increasing the convenience of stores; operating different concept stores includes brand store and neighborhood stores so as to further promote its brand; and launching smartphone application and online store in order to diversify distribution channel and follow the recent trends.For promotion, Mannings can extend promotion to multi-channel such as TV, social media and mobile applications so as to reach more customers; promoting sales discount regularly to attract new customers and widen the customer base; enhancing public and customer relationship to gain good repuation by increasing two-way communication; and lastly, utilitizing the word-of-mouth effect by providing more professional products and services.To conclude, implementing new marketing mix aims at increasing the sales of Mannings, so as to increase the market share and become one of the market leader in China.BackgroundMannings is a renowned brand in Hong Kong. It is a health & beauty retailer offering comprehensive range of health and bea...

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