The Study On The Marketing Strategy Of The Ice Age Natural Mineral Water Of BSG Company

BSG, majoring in beverage production, was one of the subsidiary companies of theBLUE SWORD Beer Group. It operated independently in2001and now is mainlyengaged in not only the production and sales of vegetable protein drinks, but also theproduction of mint water with the brand of "BLUE SWORD". Facing the prosperousdevelopment and broad prospects of the beverage industry in China, we decided to enterthe industry of natural mineral water in2003. Our superiority in traditional distributionchannel and overwhelming capability in marketing and sales made our product “ICEAGE” become bestseller in the same year. In the year of2007, we became the topenterprise in the field of the production and sales of natural mineral water and upgradedour distribution channel to a more modern and advanced one. In this paper, we will notonly discuss the marketing strategy for ICE AGE to make deep analysis on the reasonwhy BSG got such great success in marketing but so analyze those problems anddifficulties we are facing and the improvements we could make in the near future, so asto give some reference value to the further development of natural mineral water as wellas the marketing strategy development of the FMCG industry.With the help of basic knowledge of marketing, in this paper, we did a deepresearch on the proposition, combining theory with practice. Starting with basicknowledge of marketing, we first discussed the brand history and background of BSG,we also elaborated on the main achievements which have been already got. In additionto that, we analyzed the achievements already got as well as the status of BSG in thefield of natural mineral water, taking into consideration both packaged water and currentsituation of natural mineral water industry. What’s more, we did a deep research on thecurrent status of marketing mainly with the help of marketing strategy theory of4P.In this paper, we made a deep analysis on the reasons why we had made such agreat success in marketing ICE AGE. First of all, we analyzed our process of strategyselecting, strategy analyzing as well as market positioning. Then, we kept our focus onmaking in-depth analysis on the great success of marketing ICE AGE in several aspects,such as firm control of hierarchical distribution channels, making forward-looking strategy, flexible marketing strategy, appropriate market positioning and so on.In the end of this paper, we made an outlook for the further development of ICEAGE natural mineral water, analyzed those problems and difficulties we were facingand the improvements we could make: the only way to keep the company developing inhigh speed was to keep our products in high class, exploit water sources nationwide andwin the support of capital markets. The conclusion we drew from this paper may notonly do BSG great good to keep its overwhelming advantage over its rivals in the fieldof natural mineral water but also give some reference to fellow companies.