The Marketing Analysis of Liby Laundry Detergent in Southwest China

Abstract

With the improvement of people's living standards, consumers' demand for cleaning products has also shown a diversified and high-growth development. Compared with washing powder and soap, laundry detergent has obvious advantages, and consumers are more likely to choose laundry detergent products. Liby laundry detergent has ranked first in the overall market share of the industry from 2009 to 2022. However, last year, Liby suffered losses, and its sales volume dropped significantly. Previously, Liby's sales in the Southwest China market were dropped because of its discontinuation of cooperation with large supermarkets such as Carrefour and RT-Mart, which results that Liby products suffered a significant drop from the shelves. At present, there are many brands of laundry products in my country, such as OMO. The competition in the laundry product market is very fierce. In the face of such internal and external troubles, Liby enterprises have to actively seek new market strategies to stabilize the company's market positioning and continue to develop. This paper mainly takes Liby laundry detergent products as the research object, and analyzes its macro and micro environment in the Southwest China market. In addition, this article also analyzes its marketing strategy in combination with challenges of Liby laundry detergent it faces. From this, it is concluded that there are some problems in Liby laundry detergent in terms of products, pricing, promotion, and positioning. In response to the existing problems, specific suggestions for rational use and improvement of the marketing mix will be put forward to enhance its competitiveness and increase its sales volume in the Southwest China market and build brand loyalty.