Study On The Integrated Marketing Of Uni-President Fruit Juice

With the rapid development of fruit juice, fruit juice market has entered the late stage of growth period, there are many manufacturers on fruit juice market,fruit it is a perfectly competitive market. Uni-President enterprise is a famous domestic brand, Uni-President juice is leader of the rapid development of fruit juice industry. But as the result of faultiness of marketing and ignoring of the brand and price construction, resulting its sales felled and its market position reduced. In order to deal with the increasingly fierce market competition, Uni-President juice must improve their marketing strategy, build a strong brand, to seek its long development and success.In twenty-first Century, product marketing has developed into brand marketing. With the changing of marketing environment, enterprises are aware of the traditional marketing strategy has been unable to meet the needs of enterprise competition. As for the development of enterprises,, it is more important is to become bigger and stronger brand than to produce a good product.IF enterprises want to create its own brand, it is necessary to strengthen the communication with the consumers, to establish a good brand image. While Integrated Marketing is taking consumers as the center, starting from product sales and marketing communication, to enhance the brand competitiveness of enterprises. Integrated Marketing is based on the4Cs theory, taking the the Integrated Marketing Communication theory as the key point, serving for the promotion of enterprise brand. Thus this paper takes Uni-President fruit juice as the research object, analyzing the main problems in the process of the current marketing, to study the brand integrated marketing.In order to grasp the macro environment of Uni-President juice, this paper firstly analyzed the present development situation of the fruit juice industry, the important part is the analysis of the developing trend of the market and the main competitors of the Uni-President juice. It then analyzed the marketing situation of Uni-President juice, focusing on the brand management problems. On this basis, it took building strong brands as center, designing the integrated marketing strategies for Uni-President juice, focusing on the integrated marketing communication strategies of Uni-President juice which containing the design on the marketing communication tools: network marketing, event marketing experience marketing and nostalgia marketing. Through the design of integrated marketing strategies above, it intended to enhance the brand image and brand competitiveness of Uni-President juice, and ultimately promote the sales share.