Top Loyal International Holdings Ltd Case Study

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Marketing Plan
(Guangdong Province)
Top Loyal International Holdings Ltd.

Table of Content
Executive Summary2
Background2
About the Company2
About the Product3
SWOT analysis4
Strengths4
Weaknesses5
Opportunities6
Threat6
Marketing Plan7
Marketing objectives:7
Market Target8
Positioning:8
Points of difference9
Marketing Strategy (4Ps)9
Product9
Price11
Promotion12
Place13
Financial Analysis14

Executive Summary
The market focus of this marketing plan is Guangdong Province, where the company did not market its product in before. In this marketing plan, we are going to analyze the current situation of Top Loyal International Holdings Ltd., giving it a fully description of its internal and external environment by using the SWOT analysis. After that, we will set realistic and practical marketing objectives for the company, defining our target market, and knowing our own selling point. Then, the marketing strategy will further discuss the 4Ps of the company, and give 1 to 2 year recommendations, base on the former analysis and market situations. At last, we will present the financial forecast of the future until the end of year 2015. Because we assume the company should acquire the medicine license after year 2015, the marketing strategy will have to change as well.

Background
About the Company
The Top Loyal International Holdings Ltd. was formed by American’s strong consortium and a number of senior medical doctors. The company aims at promoting the assistance of reproductive health care available to all women and committing to the research and development of related products. Headquartered in Hong Kong, the company believes it will be a very good cooperation with the biological plants in the United States, since Hong Kong has advanced communications equipment as well as enough talents, technology, and good logistics and so on. Since the first generation of the product appeared on the market in the 1960’s, it sold quit well in dozens of countries and regions, up to now, it has been upgraded to the sixth generation. There are many females benefited from using “Vigor-V” all over the world. In the future, the company will continue to put into rich resources to promote women's reproductive health, making every female beauty and health.

About the Product
On Monday, April 02, 2012, a U.S. federal trademark registration was filed for VIGOR-V by Top Loyal International Holdings Limited. As the name of the product, “Vigor” means maintaining vitality and family health. The functions of Vigor-V gel are maintaining vaginal hygiene, censing, and nursing; eliminating vaginal odor and abnormal leucorrhea; removing vaginal yeast infections and bacterial vaginosis; relieving associated external vaginal itching and irritation; suppressing vaginal discharge and urinary tract infection and so forth. The ingredients dividend into two part: active ingredients and ingredients. Octoxvnol 9 (nature microbicide), Cecropin,and Arginine all belong to active ingredients .ingredients including Aloe Barbadensis Leaf Gel, Anthemis Nobilis( Chamomile Flower Extract0, Tocopheryl Acetate (Vitamin E),and Coco Nucifera (Coconut oil). Compare with others similar products ( lotion, oral medication, spray, suppository/pill/tablet), Vigor-V gel own some distinct advantages, the first is reach lesions directly, reaching vagina and cervical wall with a universal coverage, leading to an effective wound repair and a comprehensive sterilization. The second is lasting effect: Generate a more lasting effect due to its sustained release function, no need for rinsing after use. No toxic side effect is the third advantage, non-stimulating and without any toxic side effect, Pregnant women can use either. The last advantage is it could improve self-healing and disease-resisting abilities of vagina and uterus; restore female’s private parts to a young state.

SWOT analysis
Strengths...
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