The key success factors to the top brands of toothpaste and the research of integrated marketing model

• Main Authors: CHIN-JUNG HU, 胡進榮
• Other Authors: Kuo-Liang Dai,Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/02265969681939546857

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 102 === There're 4 to 5 billion marketplace of toothpaste in domestic market which about dozens of brands includes some famous brand like DARLIE,DAY AND NIGHT, LION, Oral-B,SMILING, compete with each other. However, in recent 10 to 20 years, DARLIE all along occupied 60% in the market and becomes the first place of leading brand in the market of toothpaste. DARLIE has operated 60 years in Taiwan and it's an aged enterprise and brand. It makes people curious why they can keep rejuvenation and fascination of brand and dominates the no.1 in the long-term time. The research mentions five key elements why they can stand stable:(1)Positive to develop new products to pursue changes.(2)Successful tactic of spokesman to maintain rejuvenation of brand.(3).Keep a good relationship with merchant and intensively arrange bases.(4).Invest enough marking budgets every year to create and accumulate reputatioin of brand.(5).The manifestation of benefit of 360 integration marking. Forthermore, the research also generalized conclusion and discovery of the framework and connotation of integration marking and the successful factors within interior and exterior teamwork of DARLIE. With the conclusion and discovery of the case study, it can provide to the enterprise of toothpaste for reference. Besides, hopefully they can obtain improvements and abundance from marking of brand of model of integration marking.