Winning the China Vitamin War by Building a Strong Brand

Willem P. Burgers (First Author), Junsong Chen (Participant Author)

科研成果: 其它稿件案例

摘要

Sales of health supplements in China had declined since 2000, but the outbreak of the SARS crisis in spring 2003 boosted the market. Among health supplements, multivitamins received much attention for theirbenefit to the human immune system. A new multivitamin brand,Goldpartner, launched in 2002 by legendary Chinese businessman Mr. Shi Yuzhu, set out to become the market leader, even though the market was dominated by various foreign brands. However, the growth path of Goldpartner was uneven. In the process of its development, Goldpartnerexperienced a number of problems and difficulties, such as strong seasonal sales fluctuations, ambiguous product concepts, and problematicadvertising.Thanks to its aggressive marketing strategy, Goldpartner achieved asecond-place position in the Chinese multivitamin market in terms of sales value in 2005. However, competition in the market was intensifying and the business environment was changing. Goldpartner’s competitors were increasing their marketing budgets, and strict governmental regulations were expected in the health supplement industry. Could Goldpartner still maintain its leading position under this new market environment? While reviewing its marketing tactics, what could Goldpartner do to overcome the insufficiency of its marketing mix?
源语言英语
页数28
出版状态已出版 - 1 1月 2006

案例编号

MKT-14-018

案例规范编号

MKT-14-018-CE

案例类型

Field

更新日期

2016-06-18

来源

China Europe International Business School

关键词

  • Brand Strategy
  • China Market
  • Health Supplement Industry
  • Market Segmentation
  • Product Positioning

案例学科表

  • 市场营销

案例行业表

  • 制造

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