A Study On Marketing Strategy Of Red Lantern Edible Oil

It was not until 1990s, small packed edible oil has entered China. With the development of economy as well as increase of population, the market size of the small packed edible oil grew rapidly during the past ten years that the sale volume reached 1.5 million MT in 2003. Red Lantern is a brand of Shenzhen Lamsoon edible oil company, which positioning in mass market and had gained great progress since 2001. However, because of a series of changes such as increase of crude oil price, Red Lantern brand is facing with difficulties. Therefore, the new marketing strategy must be put forward. This thesis studies how a small brand should adjust its marketing strategy, improve its competitiveness, and enlarge its market share in the changing environment. The thesis reviews the developing history and feature of small packed edible oil, and proclaims the developing trend of it through analysis of the related marketing environment and industry policy. Secondly, it introduces the developing history and marketing position of Red Lantern brand. It searches into the competitive status of the market of small packed edible oil and studies the performance of Red Lantern brand by product, price, place and promotion of marketing mix. It determines the competitive advantage of Lamsoon edible oil company and Red Lantern band. Finally, on the basis of the competitive advantage, it also submits the differentia marketing strategy and the profit of the strategy for Red Lantern band as well as the way how to enhance competitiveness and keep it healthy developing.Lastly, the thesis points out brand value should be invested for a long term and any brand should raise its brand value to get more development rather than price battle by appreciate marketing strategy.