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    题名: 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
    作者: 翁秋桂
    Wong,Caroline
    贡献者: 吳文傑
    Wu, Jack
    翁秋桂
    Wong,Caroline
    关键词: 經濟不景氣
    日期: 2008
    上传时间: 2009-09-14 09:49:52 (UTC+8)
    摘要: 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
    參考文獻: None
    描述: 碩士
    國立政治大學
    國際經營管理碩士班(IMBA)
    95933014
    97
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0095933014
    数据类型: thesis
    显示于类别:[國際經營管理英語碩士學程IMBA] 學位論文

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