Research On Market Strategy Of Red Bull Vitamin Drink Company

As people’s living standard is increasing day by day, the functional beverage obtained more and more consumer’s acceptance. Functional beverage is a drink which can meet some special crowds’ needs by adjusting the composition and content of natural nutrients in drinks, including three categories of nutrient drinks, sports drinks and other special purpose drinks. The main function of Sports and nutritional functional beverage is for energy supplement and fatigue resistance. In Chinese market, the most common functional drinks are sports drinks, energy drinks, and others with certain health functions. "Red bull" is an early appearing brand and one of the most successful energy drinks. The Red Bull vitamin functional drink was born in Thailand, in the ’60 s, with the development history of more than 40 years. With excellent quality and good reputation, Red Bull drinks have been sold in more than one hundred countries and regions in the world, keeping in the leading position in the world energy drinks industry.Although Red bull has some market share in Qinhuangdao area,there is a certain gap by the tempo of contrast. It should be required that the market positioning, segmentation and strategies must be further Perfected.First of all, this article starts with the macro environment of Red Bull in Qinhuangdao area, it makes a penetrating analysis of policy, economy, society, technology, industry competition environment, products, organizations, channels, personnel and other resources of the company. The integrated use of porter five model, SWOT analysis method, comprehensive analysis of the red bull company in Qinhuangdao area marketing environment; Second, the use of 4 p marketing theory and related tools the company marketing strategy are analyzed the existing problems and causes. Based on the STP market positioning theory to determine the target customer, and put forward the marketing mix theory promote the brand influence of the product strategy, improve optimization quality of channel strategy, promotion strategy of diversification; Finally, from the perfect sales organization structure, information management, team building, and brand culture management puts forward the safeguard measures to ensure that the marketing strategy implementation, thereby to lay a solid foundation for the smooth implementation of new marketing strategy.This research can provide red bull company for the decision basis of marketing strategy in Qinhuangdao area, and it can provide other drinks company for some certain reference significance on the development in Qinhuangdao.