| The article studied Lee Kum Kee ,a large-sized company in Chinese flavoring market and concluded that the lack of flavor sauce caused the downturn of the market share. The conclusions are drawn from the research in the resource in Lee Kum Kee and the competition environment outside as well as from the PSET analysis of outside market and SWOT analysis of inside situation. In the view of this situation, a sales-promotion plan of introducing"Yi Pin Xian"sauce into the market is put forward. The research achievement in this article would help large-sized and middle-sized companies in flavoring industry to seize the blank market and to boost sales and profits.This article is divided into five parts:Part1 mainly focuses on the background and significance of the research topic and introduces the framework and content of this article briefly.Part 2 introduces the distinguishing qualities of flavor sauce and its current sale situation in Liaoning.Part 3 analyzes the market conditions of"flavor"sauce for Liaoning Branch.Part 4 presents the marketing strategy of flavor sauce of Liaoning branch.Part 5 presents the plans guaranteeing the marketing strategy introduced in Part 4.Based on the specific research on the flavoring market of Lee Kum Kee and the design of distribution program of flavor sauce in Liaoning Province, the following conclusions are obtained. 1.Measurements should be adjusted to local conditions. Lee Kum Kee held very low market share with the single product of"Tian Cheng Yi Wei"flavor sauce in nationwide market while other venders succeeded with tailored products with flexible names and packages in different areas. Instead of a unified strategy in whole country, the marketing management in large-sized company should adopt the principle of differentiation, providing tailored products to meet unique needs of local market.2.The principle of seizing the major market. It is hard for Lee Kum Kee to increase sales continuously in high-level oyster sauce and high-level soy sauce field because the company has occupied a market share in the first place in this field. At the same time, there remains huge space in soy sauce market. With low market share there, Lee Kum Kee should compete and struggle in this segment. Flavor sauce, which occupies the second place of market share of soy sauce industry, is the blank point of Lee Kum Kee. Therefore, the article researched and concluded that Liaoning Branch should compete in flavor sauce field, the major market, in order to boost the sales more easily.3.Impetus from channels. The new product"Yi Pin Xian"comes to the market with the mission to conquer the occupied market of other brands. Only when right channels are found and high degree of common purpose between the producer and the channel distributers are achieved, the impetus of channels would power the sales of the new product to the terminals. The article has focused on the channels as following: wholesalers in the city and in open-air markets in urban areas as well as the large-scale stores in key cities. Meanwhile, several promotion programs are designed to enhance the morale of the distributers to push the"Yi Pin Xian"product actively.4.Brand influence. According to this article a new product with a deep influencing bra nd among consumers would be accepted more rapidly than one without much influence, both in channels or at terminals. Thus, to achieve a positive brand influence should be a long-term goal of every company. |
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