Analysis Of Yili Infant Milk Powder Marketing Strategy

In the new century, with the development of economic, technology, education, population and social culture influence, China’s infant formula market has been becoming golden industry which market size will reach100billion RMB in2015and the annual compound growth rate will be10%basing on the forecast. More and more domestic large enterprises have entered in this market, where it seems that international dairy giants are a cut above the domestic ones because of their advanced production technology and sales experience. In the last decade this industry has been very competitive.YILI Company is one of the earliest infant formula brand providers in China, and its powder production annual sales reach RMB7billion. Meanwhile, YILI has superior milk source base at home and abroad, advanced scientific research and production technology, however, it has featured a stagnant in infant formula market in recent years which mainly because of its poor marketing management. Finally the market share has been gradually taken by Beingmate, Meadjohnson, Wyeth and other foreign brands. Overall, only by researching infant formula market trend without delay and adjusting the marketing mix strategy to reduce the weakness can YILI be an impregnable position.This article aims to point out that YILI infant formula ought to be repositioned in the brand, company and its product, and especially to enhance functional benefits discrimination between different products and build brand recognition by the analysis of customer behavior and the comparison and evaluation between the competitors. In conclusion, on the basis of analysis of inside and outside environment YILI carries on the SWOT analysis to find its own advantages, disadvantages, opportunities and challenges. By analyzing its existing marketing mix strategy and finding its deficiencies in the management of the channel construction, pricing strategies, customer service, it is absolutely imperative that YILI should strengthen spreading brand core value, develop product differentiation and open up e-commerce channels.