Research On The Marketing Strategy Of A High-end Water

With the development of national economy and the upgrade of people’sconsumption concept, in addition to the increasingly serious environmental pollutionand beverage safety issues, people pay more and more attention to the safety ofdrinking water. High-end water market gradually opens because of its emphasis onwater head site and water quality, beginning to win the favor of consumers. In2012the retail volume of the domestic high-end water market is up to more than500,000tons, and the retail sales reached to10.8billion. The potential for the high-end watermarket is huge. Although the development of the domestic market of high-end wateris late, the international brands, domestic high-end brands also have formed a certainscale, and become strongly competitive. Coupled with the temptation of high profitsin the high-end water market, more and more companies are itch for a try, whichintensifies the competition. As a new entrant, an appropriate marketing strategy issignificant for brand A to break into the market quickly and improve it’scompetitiveness.The paper takes A as the research object. Through the analysis of the varioustypes of products in high-end water market, the paper summarizes the currentcompetitive environment of the market; With the marketing research data, the paperanalyzes the consumer’s psychology and behavior in high-end water market from theaspects of consumer preferences, consumer motivation and consumer characteristics.Combining with the use of PEST analysis and SWOT model, the paper analyses theinternal and external environment of high-end water of brand A comprehensively.Then the paper finds it’s strengths and weaknesses, opportunities and threats, andaccordingly designs a complete marketing strategy for A.The paper designs the marketing strategy for A from the aspect of positioning,product, brand, place, dissemination and customer service, and it also proposes theproduct bundle strategy, diversified channel strategy and trinity-style disseminationstrategy innovatively. Basing on it’s core selling point, A can development tea waterseries, infants and pregnant water series, beauty water series, home water series andhigh lithium water series. In dissemination, A should combine the product and brandpromotion, consumer participation and sales together. Combining with thecharacteristics of holy water, the paper puts forward the Buddhism dissemination method. Apart from these，A should develop channels of teahouse and home，inaddition to the modern channel.These strategies not only enriches the marketing theory, provides theoreticalguidance for the A brand high-end real water itself in marketing activities, but alsocan provide a useful reference for high water industry in China.