Study On The Marketing Strategy Of Brightdairy

This thesis research the marketing strategy of Brightdairy. Brightdairy kept the leadership in the dairy industry before Yili Ltd and Mengniu Dairy had been the main competitors. Till 2006, Brightdairy's sales was over 7 Billions RMB, but far away with its main competitors. So, the target of the thesis is to Brightdairy, how to establish the brand, strengthen the competition power and enlarge the market share by the marketing strategy in the fierce competition environment.This thesis analyses the marketing chance of Brightdairy, which includes five parts. First, it analyses the environment and the trend of dairy industry by marketing environment analysis. Secondly, it analyses the special product fondness, information receive channel and purchase mode by customer analysis. Thirdly, it analyses Brightdairy's main competitors, which are Yili Ltd, Mengniu Dairy and the multinational competitors. Fourth, it analyses the features of the collaborators, such as sales channel and mass media. Last, it analyses the Brightdairy's skill include its strength and weak. Compared with its main competitor, Brightdairy had advantage in the fresh milk product line and reserve system and disadvantage in the weak marketing ability.On the basis of marketing chance analysis, the thesis tries finding the suitable segment factors from the cluster analysis. The thesis suggests that Brightdairy select the housewife who is responsible of family buying as the target market and fix position in providing"the freshest""the safest"dairy to customers.According to enterprise position, this thesis gives the suggestions on marketing strategy as follow:First, to adjust Brightdairy's portfolio by focusing on those product line used by family, such as fresh milk, UHT milk, yogurt, icecream and infant milk powder. On the brand strategy, the thesis suggests that Brightdairy should adopt one plus multi-brand strategy. Diverse brands should be selected to meet the customers'requirement on different levels, under an unite enterprise brand—"Bright"Secondly, to raise the"Bright"brand value by premium tactics, except the infant milk powder market, which should be adopt skimming pricing.Thirdly, to persist on"light assets strategy"and attach importance to the tradition marketing channel meanwhile trying developing new channel modes.Fourthly, to strengthen the promotion power and design the new product on the basis of market research. Fifth, to effectively execute the market strategy by the administration in the field of human resource, financial affairs, supply chain.