Brand Positioning Study For Fruit And Vegetable Juice Of Jinnai Co.Ltd In China

Being high-speed growth to expect in the soft beverage industry and juice industry, numerous fruit and vegetable juice brands gradually become more fierce competitive in Xinjiang market, Shihezi Development Zone Jinnai Food Co.Ltd(called Jinnai company as follows) as a professional company which product and sale fruit and vegetable juice in Xinjiang can not develop its advantage and special feature to break the current brand faintness and sale predicament. Under the background like this, the thesis is well absorbing various brand theories especially Trout's brand position theory, following the brand strategy of Fu Guoqun's analytical thought, basing on 4 C environmental analysis, guiding by strategic choices, the key research way with brand position, trying to solve the company's current predicament, in order to create the prominent brand in the fruit and vegetable juice industry.Firstly, the thesis analyzed the brand of the fruit and vegetable juice industrial competitive environment, including context of juice industry, customers'analysis, competitors'analysis and cooperator's analysis. Basing on brand competitive environmental analysis and being in virtue of SWOT analytical tool, it assures Jinnai company's competitive strategy that is "SO and WO" strategic combination, and expounds three brand strategies, and in the end makes Jinnai company's predominant brand strategy. Directed by Jinnai company's competitive strategy and predominant brand strategy and combined with consumer's questionnaire analysis, it establishes the target marketing that is the segmental consumer with 25-35 years old, having high education and being the incumbency consumer of upper level income.Basing on synthetic evaluation by the weighted averages method with four factors, which are capacity to produce and brand operational experience of Jinnai company,the demand of target market,the total demand of the market and the degree of the competition, it puts forward the product mixes strategy of Jinnai company's fruit and vegetable juice and give a suitable pricing strategies. After having done customer position and product position, combining with the rational and emotional analysis and synthetic evaluation, it confirms that the core assertion of Jinnai brand is "outdo ego, happiness life!" At the last, it put forward some suggestions to the brand integration transmission.