2010 3000
Abstract In the book of Lau Tzu, there is a chapter saying that The highest goodness is like water. It s known that the earth is the only blue planet because of water. Water breeds infinite life and vitality and now it is experiencing a fatal moment due to human abuse in last fifty years while the human history moves into a new era. In the current days, the most important natural living elements including water need be further purified before daily usage. Water itself is now becoming an evaporating and scarce resource in the earth which affects the life of hundred million people. China economy has been growing dramatically in past decades accompanied with remarkably improvement of the living standard of people s life and income level. The beauty treatment and spa business has been developing its market in almost every province in China. Water is playing a crucial role in the treatment effectiveness and an elementary ingredient to ensure the final result of beauty treatment. The research purposes are to fist analyze the market status of the beauty treatment and functional water; secondly, is to investigate the feasibility and sales synergy in combining these two product and service lines (beauty treatment and functional water); Thirdly, is to conduct an in-depth case study for company T s marketing strategy in entering this new mixed product market. The whole research structure is divided into three sections. Section one is to collate the available academic research report and theory including market segmentation, goal setting, 4P in marketing, SWOT and competitive analysis in forming a framework of marketing strategy applied in the China beauty and functional water market. Last section is trying to leverage, verify and refine the theory framework against a series of in-depth interview and secondary data in the market.
It s still in an infant stage of China beauty treatment business with an estimated size of three hundred billion RMB dollars market in year 2010. The demand of purified and functional water is soaring up with limited supply due to increasing contamination of water resources. It s foreseen a gold mine business of functional water as a means in pursuit of healthy, youth-looking and eco-compliance life. This research result also unveils the differentiation created in the beauty treatment market by introducing the functional water. It not only brings in a new profitable product lines, advances the revenues but also improve the bottom line by increasing the economical scale. The finding, last but not least, is the integration of functional water product and beauty treatment is meeting the macro trend of consumers perception of living in a healthy, youth looking and sustaining life. On the other hand, the beauty treatment agencies will be able to increase their competitiveness, grow the business, concrete the sales channel and win the customer loyalty in a traditional fierce competition market. The objective of this research is to provide a marketing strategy in merging two product and service markets in achieving a long term business goal. Ultimately, purified and functional water are not only for the beauty treatment sales business but also targeting the consumers daily life in preventing illness by accessing the purified water and treasuring the invaluable water resources in sustaining the earth and lives. Key Words : purified water for health, beauty treatment business, marketing strategy, market segmentation, goal setting, SWOT analysis.
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