Research On Marketing Stragety For XDS Wine Products

With increasing national income, accelerating lifestyle and serious stress of work, life and environment, the problems of food safety are frequently reported and people are shocked at substandard milk powder, swill-cooked dirty oil, beef extract, additive gate and fried bread stick mixed with alums etc. In order to ensure high quality life, consumers pay more and more attention to their health, health care and nutrition-related food and beverage and attach great importance to their taste, nutrition and package as well as their special effects.XDS wine products are committed in four aspects:no preservative added, no pigment added, no sugar or honey or sweetening agent added, and no blending of alcohol. As they are purely natural, they win the favor of consumers. Most market shares of health care wine markets have been gained by China Jing Brand, Yedaolugui Alcohol, and Zhangyu Previous Idiosyncratic Health care Wine, Zhizhonghe and other time-honored health care wine companies. Longhu Wine of Wuliangye and Bulao Wine of Moutai started to enter health care wine field as well, thus making competition of such products fiercer.As mentioned in testing report of Product Quality Supervision and Test Research Institute of Guangxi Autonomous Region, XDS functional wine products have been detected to contain 21 types of amino acid and 31 kinds of active nutrients, at present, so that it have such functions as anti-fatigue, anti-aging, recovery and regeneration of cells, and enhancing immunity. So, it is the best product for health care for mankind to maintain their health. However, after a period of marketing promotion, the series of products were not sold very well under the influence of internal and external factors.This paper analyzed current survival situation and marketing environment of XDS wine products, re-positioned the market for products and finally proposed a series of marketing mix strategies and their execution guarantee measures, wishing the research of this paper on XDS wine products’ marketing strategies to offer some help and reference for development of XDS enterprise.