Research Marketing Strategy Of Huiyuan "Lemon-me" Juice

With the people's living standard developing, the level of consumption improves step by step in China. Beverage industry has entered a stage of rapid development. Facing such a highly competitive market, in order to improve the company's market share and profitability point for product line, Huiyuan Company showed a new low-density juice called Lemon-me. It hopes that through the new products, they could attract more young consumers and increase sales. Among the low-density and tea drinks, Huiyuan is not the leading brand but follower, there are some questions in product position, sales strategies, etc. This paper takes the product of Huiyuan juice as research object. It analysis the currently problems. Combination of marketing, business strategy and uses many analysis tools to draw up the marketing strategy of Huiyuan juice products.The paper includes 4 parts. The first part briefly explains the topic's background and research ideas. The second part illustrates the function of marketing and related sales theory according to the related sales theory and its development. The third part makes the marketing strategy for Huiyuan juice products. It analysis deeply in low-density juice products competition with SWOT, and discusses product positioning, product strategy, pricing strategy, channel strategy and promotional strategy through marketing segmentation. According to the effective marketing strategy, we can successful push the new product to the market. We can also offer theories when face the market competition and make the new products in the future. Finally there are some suggestions for marketing mix strategy in the implementation process.