Why is Wyeth Materna not sold?
Wyeth Materna is a nutritional brand for infants and young children with a good reputation in the international market. However, it is difficult for Wyeth Materna to find sales channels in the Chinese market. Why is this?
Insufficient market research
Market research is the most critical step in marketing. Wyeth-Matner did not conduct sufficient research when entering the Chinese market. On the one hand, Wyeth-Matter products are generally considered to be imported products, giving people high expectations. However, the sales and taste did not meet their expectations, which led to a rebound in the market. On the other hand, the parent-child market is extremely hot and the competition is fierce. Even if the product is good, it is difficult to gain an advantage in the market.
Insufficient brand awareness
When Wyeth-Matner entered the Chinese market, it did not conduct sufficient brand promotion. As a new brand entering a new market, there are certain difficulties in brand promotion. Wyeth-Matner spent a lot of money on promotion during its operations. But few people push it, and few people spread it. In this way, it will be difficult for Wyeth Materna to gain sufficient market visibility.
Legal policy issues
What is the prospect of Wyeth-Matner in the Chinese market? No company is allowed to sell Wyeth-Matter products without a government license. Due to the high-profile quality problems of foreign milk powder in China, the Chinese government also has very strict supervision on imported infant nutrition products. Different brand products need to obtain relevant grade qualifications, which involves issues such as social resource coordination. Wyeth-Matner was unable to enter designated areas due to issues such as regulatory deadlines and post-operation policies, resulting in a sales situation.
Lack of industry operation strategy
The key to market functioning is a successful strategy. Wyeth Materna lacks an operational strategy for the Chinese market, making it difficult to gain profits in the highly competitive market. Without sales channels and distribution networks suitable for the Chinese market, it is difficult for products to enter consumers\’ daily lives.
Summary
Wyeth Matta lacks sufficient market research, insufficient brand promotion, legal policy issues and lack of industry strategy. Although the quality of Wyeth-Martina\’s nutritional products is outstanding, its development in the Chinese market is far from ideal. It is hoped that in the future, Wyeth Materna can make more efforts to enhance brand awareness, improve online and offline sales systems, and cooperate with government departments to open up a better development situation.
