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| 研究生： |
翁秋桂 Wong,Caroline |
|---|---|
| 論文名稱： |
在經濟不景氣中擴大台灣電動牙刷市占率的策略改變 Strategies change to grow the market share during recession – a case study on Taiwan electronic toothbrush market |
| 指導教授： |
吳文傑
Wu, Jack |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2009 |
| 畢業學年度： | 97 |
| 語文別： | 英文 |
| 論文頁數： | 45 |
| 中文關鍵詞： | 經濟不景氣 |
| 相關次數： | 點閱：219 下載：0 |
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在經濟不景氣中擴大台灣電動牙刷市占率的策略改變
Strategies Change to Grow the Market Share during Recession – a Case Study on Taiwan Electronic Toothbrush Market
By
Caroline Wong
This paper is a study on Taiwan electronic toothbrush market at the angle of Philips Sonicare, which is leading in the higher end of the market segment by its patented sonic technology. Before 2007 the company’s major focus was on the dental professional channels (DP) which not only provide the recommendations but at the same time selling the electronic toothbrushes (ETB) to their patients. When the recession time comes, the patients are reluctant to spend money on the luxury oral treatments, and which also have impacts to the promotion of ETB for the high pricing comparing to manual toothbrush. The stagnancy sales in DP have forced the company to change their focus to the retail market. Therefore the total marketing plan needs to be revised: product lines need to be expanded to a wider range to fulfill the different consumer needs, different price strategies adopted for different target audiences, the expansion on the retail channels is a must while deepening the existing distribution, at the same time to fully leverage the strengths in the DP channel. Therefore several communication and promotion programs are carried out to support the strategies changed, in effective ways.
1 Introduction……………………………...…………………………………1
2 Company Background……………………………...……………………...2
2.1 Sonicare History………………………………………………………2
2.2 Sonic Technology……………………………………………………...3
2.3 Dental Professional Channel Focus ……………………..…………..4
2.4 Other DP Activities…………………………………………………..10
2.5 Most Recommended by DP………………………………………….11
3 The Market………………………………………………………………..13
3.1 The Market Trend during Recession……………………………….13
3.2 The Electric Toothbrush Market…………………………………...14
3.3 Consumer Behavior………………………………………………….16
3.4 Competition…………………………………………………………..20
3.5 Pricing………………………………………………………………..22
3.6 Distribution…………………………………………………………..23
4 Strategic Move from DP Focus to Retail Focus…………………………26
4.1 SWOT Analysis………………………………………………………26
4.1.1 Strengths………………………………………………………..26
4.1.2 Weakness………………………………………………………..26
4.1.3 Opportunities…………………………………………………...27
4.1.4 Threats…………………………………………………………..27
4.2 Marketing Strategies………………………………………………...27
4.3 Target Market………………………………………………………..28
4.4 Positioning……………………………………………………………28
4.5 New Product Range………………………………………………….29
4.5.1 Flexcare HX6900 Series………………………………………..29
4.5.2 HealthyWhite HX6700 Series………………………………….30
4.5.3 Accessories – The ProResult Brush Heads……………………30
4.6 Pricing Strategy……………………………………………………...32
4.7 Channel Strategy…………………………………………………….33
4.8 Communication and Promotion…………………………………….35
4.8.1 Advertisements…………………………………………………35
4.8.2 Public Relations Activities……………………………………..36
4.8.3 Leverage the DP Relationship…………………………………37
4.8.4 Word of Mouth Program………………………………………38
4.8.5 Customer Relationship Management Program………………38
4.8.6 In-store Promotions………………………………………….…39
4.8.7 Trade Activities in Department Store…………………………40
4.8.8 Experiencing Campaigns………………………………………41
5 Execution of the Strategic Plans………………………………………….42
5.1 Result in 2008 after Strategic Change……………………………...42
6 Controls……………………………………………………………………44
7 Financial Analysis…………………………………………………………45
None
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