Red Bull Functional Beverage Marketing Strategy Of Liaoning Province

With the continuous development of the market economy, the consumers concern the pursuit of health and nutrition day and day more than the taste of functional beverage. Functional beverage become the darling of the beverage consumption gradually because of its effects on supplementing micronutrient and refreshing anti-fatigue in the new era. The accelerated pace of urban life and the survival of the pressure provide more room for the development of the functional beverage.In this paper, the author use the STP, 4P theory and other marketing systems theory and research methods, think the problems of Red Bull marketing strategy in Liaoning area as the starting point for research to fully analyze the marketing opportunities of macro environment, market competition pattern, functional beverage sales data, consumers’ habits and attitudes on consuming in the Liaoning province depending on the domestic and foreign functional beverage industry research and lessons from successful experience of marketing. The author develop the marketing strategies of Red Bull in Liaoning area including the target population, marketing mix strategy, regional strategies and security implementation plan.The author hope that this paper help Red Bull market in Liaoning to solve existing problems and to explore a feasible way to future market development through this research, also it can consolidate the status of functional beverage leader. At the same time, it can provide a functional beverage companies to develop marketing strategies significance of reference and guidance, to constantly improve our functional beverage product upgrades, the accumulation of market development experience to provide valuable reference.