Lactobacillus Delbrueckii Microcapsules To Promote Their Products

More and more attention has been paid to the function of probiotics on regulatingthe balance of intestinal flora and promoting the human health. However, probiotics hassuch weakness as liable to lose activities, non-tolerable to the gastrointestinalenvironment, which limit its applications. One of the most important means to explorethe probiotic function is the microencapsulation technique, which can protect theprobiotics from the destroy of the stomach and upper intestine. This team has usedsoybean protein isolate (SPI) as wall material to encapsulate the lactobacillusdelbrueckii, and obtained the technical invention patent. The purpose of this paper is todesign and promote the probiotic bacteria microcapsule products from the view ofproduct market planning.This thesis subdivided the lactobacillus delbrueckii microcapsule marketing usingthe the marketing theory and marketing strategy theory, and then the target market wasdetermined. The integrated marketing strategy involving product, price, place,apromotion, and public relations was developed based on the market locating. After thecombination of integrated marketing strategy with target market status and companycompetition, the lactobacillus delbrueckii microcapsule is orientated towards winningthe trust of consumers by good brand image and high quality, and the welcome ofconsumers by price advantage.In the end, the thesis stated some measures to ensure the implementation of thepreviously described marketing strategy on lactobacillus delbrueckii microcapsule. Themeasures is to exert effective control on the relationship between enterprise and clientby establishing a sound marketing network supporting system, and to strengthen theenterprise culture, and carry out delicacy management through the whole process ofbasic management. The above measures are suggested to be taken so as to ensure the effective implementation of the marketing strategy for probiotic market.