Research On The Marketing Scheme Of Rapeseed Oil Of F Brand In Shaanxi Province

Edible oil is an essential ingredient of food culture in China. With the improvement of living standards and the increasing emphasis on food safety, small package edible oil grows more popular. F brand is the first Chinese local brand producing small package edible oil. The small package edible oil of F brand has a certain brand reputation in Shaanxi Province of China, but its market share and sales have been low. There is a wide gap between F brand and the No.1 brand in Shaanxi Province. This thesis aims to analyze the marketing situation of F brand small package edible rapeseed oil in Shaanxi Province and to develop marketing strategies for it. This paper, firstly, makes overall analysis of the current market situation of F brand small package edible oil and rapeseed oil, its major competitors in Shaanxi Province by means of questionnaire surveys, interviews and data access. It finds that F brand has a low channel coverage and reputation in Shaanxi Province, and then applies the theory of STP and 4P theory to help F brand rapeseed oil develop marketing strategies to cover the Shaanxi Province market thoroughly. In terms of product strategy, brand F brand rapeseed oil need to make "home fragrance" series of products as the core profit products, realize the transition from the sales oriented to profit oriented. Its location is safe, delicious, nutritious and healthy rapeseed oil products, further enhance the product reputation. In terms of price strategy, F brand products should to take competitive oriented pricing method, while carefully using the price promotion method, to create a high quality, high price products, improve product gross profit. In terms of product strategy, F brand needs to expand the depth and width of its portfolio, improve its taste, optimize its packing and position in different customer groups. In terms of the strategies of price, F brand could properly improve the price of the rapeseed oil to improve its gross margin, by which to switch from sales-oriented to profit-oriented. Speaking of channel strategy, F brand should reduce the channel cost, improve the profitability of the channel members by shortening the channel length. The comprehensive quality of dealers and terminal outlets should also be improved. In the aspect of sales promotion, it needs a combination of promotional advertising, public relations, sales promotion of promotion strategy to improve the brand penetration and brand awareness rate in Shaanxi Province.