The Mizone Brand Tactic Analysis

All the factors including changing social economy and market, Progressive and creative technology, and More and more transparent and exiguous market, make the Brand of merchandize more important than ever before! As it represents the reputation of merchandize and enterprise, the brand of merchandize attracts more and more attention of entrepreneurs and consumers, especially in the functional beverage market. Whether the JianLiBao or the RedBull, which is the representative functional beverage since it joined the beverage market of China, won their marketing by successful Brand strategy. The first brand of beverage - Mizone, created by Lebaishi (Robust) Group after it was help by the French Danone Group, came into the market in 2003. In the same year, Mizone had a sale of 2 hundred million RMB. In the next year, 2004, sale increased to 7 hundred million RMB. As yet, as the representative beverage of vitamine, Mizone, the best-sell functional beverage, still has the more market than other brands of beverage. Since Mizone became a poplar brand of functional beverage in 2003, it also became a famous and great brand of the Lebaishi Group. There are many factors that make it successful in the beverage market. This article introduces the background of the Mizone owner - the French Danone Group and the Lebaishi Group in the first part. The second part of the article focus on the academic knowledge of brands of merchandize. The followed part is careful analysis of the functional beverage market and Mizone' s competitors. The last part of the article analyses the Mizone' s brand strategy, focusing on its branding, brand propaganda, brand maintenance, and brand spread. The article ended with a complete summary of Mizone in terms of the success and shortages of its brand establish strategy by comparison with its competitors.