Research on Womens Care Marketing Strategy of Proya

Abstract

As Chinese womens needs for skincare grow and domestic cosmetics brands develop, they are gradually shifting their focus from products from abroad to domestic products because of the relatively lower price and the same ingredient. Proya stands out of those domestic cosmetics brands, and it can be seen obviously that it invests much money and effort in marketing to target women group. This paper intends to analyze how the marketing strategy of Proya works and how women consumers react to it. The method used to analyze this marketing strategy is mainly 4P Strategy which represents product, price, place, and promotion to deeply observe Proyas key to success: how Proya has made their business choices in terms of product classification, pricing, location, promotion with marketing, set the brand apart from other skincare brands and become famous in China. Then the paper compares the success of Proya with other brands in the same industry, and finds its outstanding advantages and disadvantages. Finally, It can be concluded that the marketing of Proya is so concerned with the female group. Instead of spreading anxiety and forcing consumers to buy, Proya promotes and builds its products from the perspective of women, and becomes a brand centred on the female group, which greatly contributes to its business success.