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Academic Journal of Business & Management, 2023, 5(25); doi: 10.25236/AJBM.2023.052513.

Marketing Plan for KEON Products Exhibiting at MosHome


Ziqi Lu

Corresponding Author:
Ziqi Lu

School of Business Administration, Capital University of Economics and Business, Beijing 100000, China


MosHome was a large international exhibition held in Moscow from March 28th to March 30th, which was attended by a large number of brand parties from all over the world. Shanxi Coking Coal Group International Trading Co., LTD (SCCGIT), an international trading company, is trying to expand its business on fast moving consumer goods (FMCG) to the Russian market through this exhibition. With the purpose of looking for new buyers and suppliers, Shanxi Coking Coal Group decided to bring its cooperative brand KEON to participate in the exhibition. KEON belongs to Nafine Chemical Industry Group Co., LTD, whose production and sales volume of products on detergent series rank high in China, such as laundry powder, soap, liquid washing. KEON owns a broad marketing and complete market service network system. At the same time, it has its own import and export companies with regular and established international customers. Its products have been exported to 27 countries and regions, creating an annual foreign exchange of 30 million U.S. dollars. As a large state-owned enterprise in Shanxi Province, SCCGIT mainly carries out import and export business of coal and its chemical products, mineral products and FMCG. The company's major business model is the effective integration of various supply chain services, such as enterprise technology issues, procurement and processing, warehousing and logistics. Moreover, under the strong support of the Group, SCCGIT has also developed new business field in basic living materials category. This plan aimed to help the exhibitor KEON to advertise and market the exhibition activities from the view of a trading company. It is hoped that the marketing program of this study could enable the brand KEON to find suitable buyers at the exhibition and lead to the formation of a new business chain for the trading company.


KEON, home furnishing exhibition, international trade, marketing plan

Cite This Paper

Ziqi Lu. Marketing Plan for KEON Products Exhibiting at MosHome. Academic Journal of Business & Management (2023) Vol. 5, Issue 25: 87-95. https://doi.org/10.25236/AJBM.2023.052513.


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