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Winning the China vitamin war by building a strong brand

机译：通过建立强大的品牌赢得中国维生素大战

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摘要

Purpose – To provide insight on the characteristics of the Chinese multi-vitamin marketplace and to discuss key issues involved in marketing work, including market testing, product positioning, market segmentation and targeting, differentiation, and branding strategy. Design/methodology/approach – The paper is based on a field-based case study. An in-depth interview has been used for data collection. The case is presented on a chronological order and could be divided into four stages (2001-2005). Substantial information regarding the company's marketing strategy and tactics has been provided. Detailed sales data have also been given to facilitate the case discussion. Findings – The case presents the uneven growing path of a Chinese multi-vitamin brand. It has established the importance of brand-building strategy on the basis of integrated marketing mix. Practical implications – The case provides an excellent basis for exploring the pros and cons of numerous marketing tactics – individual branding vs brand extension, penetration vs skimming, choice of promotional tools, etc. It has also illustrated different ways for product positioning and differentiation. In addition, it provides a basis for discussing ethics in advertising – e.g. the soft advertising. Originality/value – The case has been used successfully in executive MBA courses. The case helps managers and researchers to understand China health supplement market which has indicated many special characteristics compared with Western market, or discuss general issues related to marketing.
机译：目的–提供有关中国多种维生素市场特征的见解，并讨论营销工作中涉及的关键问题，包括市场测试，产品定位，市场细分和目标定位，差异化以及品牌战略。设计/方法/方法-本文基于实地案例研究。深入访谈已用于数据收集。此案按时间顺序排列，可分为四个阶段（2001-2005年）。提供了有关公司营销策略和策略的大量信息。还提供了详细的销售数据以方便案例讨论。调查结果–该案显示了中国多种维生素品牌的增长路径不均衡。它已经在整合营销组合的基础上确立了品牌建立战略的重要性。实际意义–该案例为探讨众多营销策略的优缺点提供了极好的基础–个体品牌与品牌延伸，渗透与脱脂，促销工具的选择等。它还说明了产品定位和差异化的不同方法。此外，它为讨论广告道德提供了基础-例如软广告。原创性/价值-该案例已成功用于高级MBA课程。该案例可帮助管理人员和研究人员了解与西方市场相比具有许多特色的中国保健品市场，或讨论与营销有关的一般性问题。

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