The marketing plan of greengage juice drinks in LuHe county
ABSTRACT
In recent years, the juice drinks market has become one of the fastest developing markets in China's food industry. In access barriers low, beverage market competitive situation, the enterprise to win a foothold, besides relying on enterprise capital strength outside, more important is the enterprise marketing strategy. To LuHe gold leaf company for a comprehensive understanding, clear the development status of the gold leaf company after company, this paper put forward the development in the end of the decade of greengage juice beverage production gold leaf of current Chinese scheme for the juice drinks market overall industry background, operation condition were analyzed. Also produce a market questionnaire, online and offline issued by recycling questionnaire, to provide information, ShanWeiShi juice consumer is analyzed, research. According to the market research and analysis on the target market segmentation, determine the core consumer for 16 to 35 years students and youth workers, this spenders has certain economic base and cultural literacy, pay attention to the quality of life and life grade, strong ability of information is accepted, fashion, make public individual character, a strong brand awareness, is to develop the best choice for consumers loyalty. According to the results of a survey and analysis of rival juice drinks were analyzed, the development situation of understand competitors and disadvantages.
According to the company's marketing strategy, golden with target consumption group needs and competitor status, work out the greengage juice beverage marketing strategy.Marketing strategy contains a marketing goal, the 4ps, marketing activity, the promotion mix three most content. The marketing plan is generalized to ShanWeiShi give priority to, then when the Guangdong province.
Key words: Marketing planning Consumer Fruit juice Greengage
