The Research On Brand Marketing Strategy By MD Freshly Squeezed Fruit Juice Company

Over the past twenty years, China’s market-oriented economy has been developed rapidly. Marketing is the key to the development of market-oriented economy. Thereinto, the marketing of FMCG (fast moving consumer goods), e.g. toiletries, food and beverage are the most typical ones. FMCG industry was developed early and characterized with high level of product homogeneity, high demand and fierce competition. Therefore, it has been regarded as the industry with the earliest and the highest degree of marketization in China.This paper mainly focuses on the fresh juice market in Hangzhou and studies the current state of development and future brand marketing strategies of MD (MD Freshly Squeezed Juice CO, LTD). First, it analyses the prospect and influencing factors of fresh fruit juice market from macro and micro perspectives, and determines MD’s position by comparing existing competitors and potential entrants. Furthermore, the paper analyzes MD’s internal environment including of e.g. its resources and core competencies, and develops portfolio strategy with SWOT analysis. Finally, based on4Ps marketing strategy theory, it presents MD brand marketing strategy including of product positioning, pricing, placement and promotion.