Study On Strategies That New Product Of Functional Beverage Development And Promotion Of LK Corporation

Functional food stands for a kind of food development trend in21th century. The birth and development of functional food not only reflects the awareness of modern people to their health, and also is the countermeasures towards crisis brought from modern civilization, also reflects people return to his original nature and advocate the idea of the homology of medicine and food. With the development of living standard, beverage consumption for most people has become a habit. Because of special effect from functional beverage and supply necessary nutrition to human body or help to solve some kinds of health problem to keep us healthy, there must be a potential market for functional beverage. In the process of research, I collect related information and data via questionnaire, marketing survey, face to face talk, datum reading, and network collection to provide market information and theory foundation for LK corporation new product development and market promotion. Through functional beverage market overall analysis and review, combine with current market actual operation requirements, LK corporation a brand of product single product breakthrough strategy can be defined, then start with market survey, market segmentation, market selection, market positioning, target market selection. At the same time,4P marketing combined strategy focus on marketing management in details is raised.This article is a real case to provide useful support and strategic suggestion for LK corporation enter into domestic functional beverage market in high speed based on the special situation of current domestic functional beverage market, do the analysis from the point of view of enterprise strategy will give guidance for boosting LK corporation functional beverage sales in domestic market. This article also provides a whole set of feasible solution for those small and medium-sized enterprises focusing on domestic beverage terminal market. Meanwhile, it will provide similar market strategy and operation standard to beverage industry. In addition, the analytical method and thinking in this article could be used as reference for other beverage corporation to define market management strategy.