Go-To-Market Strategy of Taiwan Mass Facial Skincare Products — The Example of Olay Channel Management
Date Issued
2013
Date
2013
Author(s)
Kao, Tzu-Ya
Abstract
This study starts from understanding most of the historical researches pertaining Go-To-Market strategy, consumer shopping behaviors, channel conflicts, competition analysis, and then skincare market landscape. And look into Taiwan skincare industry by taking the example of Olay and its Go-To-Market strategy, mainly focused on Where-To-Play & How-To-Win. The major implications cover four angles:
1. Consumers: Olay has to out play in taking the lead in innovation to come out the best of the best products via continuous excitement through competitive claim and efficacy communication. They can delight the consumers in different tiering and segments via its unique product benefits, power claims as well as unique selling points.
2. Category: Olay, as a category leader, takes a stronger responsibility to shape this category toward a premium and high tier direction to make sure consumers are well educated about mass skincare products benefits, shoppers are acknowledge how to select the products, customers are delighted by a clear role of this category, and competition focus on prevailing this market not shrinking it.
3. Channels: For Olay, there is no need to try to please all retailers in Taiwan market as they all have different strategies to deliver their own desired outcome. Keep focusing on strategic partner only to co-create market value. Clearly understand which one is the strategic partner and only collaborate with them the most critical part and really focus on polish it than try to do everything every day.
4. Competition: Fierce competition exists in every category, the key for Olay to face this hurdle is not to try to avoid it but to find out how to win with those who matter the most by creating distinctive value to differentiate from competition.
By walking thru this thesis, the Go-To-Market strategy for Taiwan Olay will be developed and hope it does help to bring value and sustain the momentum, and even get back to the glory days.
Subjects
護膚保養品
市場進入策略
消費者購買行為
通路競爭
歐蕾
SDGs
Type
thesis
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