Study On The Marketing Strategy Of Y Company’s Infant Milk Powder

After the outbreak of melamine incident, the milk industry has attracted extensive attention, the dairy market competition has become increasingly fierce, especially under the impact of foreign brands, consumer confidence in the domestic milk powder brands gradually reduced, to the sales channels also bring great competition pressure Along with the national release related milk deal, infant milk powder industry, how to carry out effective marketing has become a focus of the research This paper takes Y company as an example, make a systematic research on this problem.Y company is the largest scale China dairy industry, the product line is very advanced enterprises, the quality of their products is also in line with the Olympic Games and World Expo standard, Y company production of milk is the national dairy enterprises has significant advantage in strength.The purpose of this paper is based on the milk industry background, need to analyze the marketing situation of the market, the marketing strategy for the improvement measures, so as to effectively improve the Y of infant milk powder market share, enhance competitiveness of enterprises.This paper firstly analyses the domestic market of infant formula industry, analyzes the development situation of the industry and the future direction of the prediction, analysis of the infant formula industry environment, as well as the mainstream of domestic infant formula companies marketing strategy, and the Y company as a case study to analysis. The focus of this paper is Y company’s infant milk powder marketing status, including brand status, product status, channel status, marketing status and competitors analysis, through the analysis of Y company’s infant milk powder target sales market and target customer characteristics, including target customer needs and behavior analysis, infant formula market segmentation, target market selection and market positioning, and ultimately determine how to improve the marketing strategy of Y company.This article puts forward the measures of product marketing, pricing strategy, promotion strategy, channel improvement, in order to promote the Y company sales of infant formula...