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1、1.Introduction•CompanyAllstarBrands-AllsmiletoothpasteAllstarBrandsisaninternationalconsumergoodsenterprisewhichproducesandsellsprescriptionpharmaceuticals,nonprescriptiondrugsandfastmovingconsumergoods.Ithasmanyleadingbrandsinallkindsofproductcategoriesinregi
2、onalmarkets.Theconsumerproductsdivisionincludesvarioustypesofpackagedgoodssuchassoaps,shampooandtoothpaste.Inrecentdecades,Allstarhasexpandedtheproductcategorywidththroughinternalnewproductdevelopmentandacquisitionofbrandsandcompaniesaroundtheglobe.Recentlythe
3、enterprisewasreorganizedintoaglobalproductmanagementstructurewiththreemajordivisionsincludingethicaldrugs,consumerhealthcare,andconsumerproducts.Agroupofcategorymanagersarewithineachdivision.Underthenewstructure,eachdivisionisresponsibleforitsowninternationalo
4、perationsandcanpicktheproductsandcategoriestopursueinternationally.ThisbusinessplanisaimedatthemarketingofAllsmile,atoothpasteofAllstarBrandsinAsianmarket.(Feicketal,2003)•SituationFromtheperspectiveofthemarketdevelopment,oralhygieneproductsinAsiamarkethasente
5、redintothematureperiod.Thedegreeofmarketsegmentationishigh,brandloyaltyplaysamainrole,andpricecompetitionisveryfierce.Asforthemarketsupplyfield,thesizeoftheAsianmarketisrelativelystableandthemarketgrowthrateislow.Seeingfromthemarketdemandangle,personalizedneed
6、sgetintensedaybyday.Thepursuitofnewfeeling,health,whitening,natural,fulleffectarestillthemainstreamoftoothpasteproducts.Intermsofthebrandstructure,marketconcentrationisveryhigh,severalmulti-nationaltoothpastebrandsoccupythemostmarketsallaroundtheworld.Lookingf
7、romtheproductstructure,marketsegmentationbecomesmoreobvious,manynewproductsexist,andtheproductswithspecialfeelinganddiversefunctionsarewidelyacceptedbythemarket.Asfortheregionandpricestructure,toothpasteproductsinurbanmarketstendtoachievefurthervocationaldevel
8、opmentwhileinruralmarkets,thesalesoflowpriceproductsriserapidly.(Berger,2011)Lastbutnotleast,intermsofthemarketshareofsomemajorbrands.ThemainbrandgroupinAsiantoothpastemarketroughl
