ZHANG Xiaolin1，ZHOU Shenglin2
( 1. School of Management, Zhejiang University of China, Hangzhou 310058, China; 2. School of Management, Zhejiang University of China, Hangzhou 310058, China )
Abstract：At the end of year 2012, KR launched its new whitening cosmetic products in the hope of helping the brand to gain the market share, and sales value. However, the products didn’t sell well. The project co-workers, for example, the brand manager Jason, the marketing director Wendy, and the Senior product manager Amy all together tried lots of the marketing plan, whereas most of them didn’t work out well. Under the pressure from inside and outside the company, Jason etc.al don’t know where to lead in the next period.
Keywords：Market Status; Targeted Marketing Analysis; Consumer Positioning; Marketing Plan
