A Study On Differentiated Marketing Strategy Of RIO Pre-cocktails

In the FMCG industry, there will be some new hot spots and emerging sub-sectors each year. In recent years, such as walnut, apple cider vinegar, raw virgin coconut milk, etc.. It will be formed billions or even hundreds of billions of sales volume. But the influence is often limited to the industry.In early 2000, China began to local brands(or locally produced brands), such as Bacardi(jazz, sharp ice), RIO, fine blue ling, power trains. But it has been in the bar,KTV night games and other sales channels. Cocktail went out night games into the super channels, thousands of families, that happened after 2010. In 2003, the bartender officially enter the Chinese market. Since 2012, the entire category showed explosive growth. Pre-cocktail sales of nearly were 10 million boxes, sales amounted to approximately 1 billion in 2013. By the end of 2014, RIO got 980 million on revenue of success, followed by Bacardi, also 900 million in return. RIO sharp performance even in the first half of 2015, it was recorded 1.617 billion yuan.(Without authority confirmed).This paper presents research cocktail marketing purpose and meaning, the conceptual model reviewed differentiated marketing strategy and research, implement differentiated marketing strategy, the general pattern. RIO(Guangdong) is a new brand into the market. In this paper, the author takes RIO(Guangdong) pre-cocktails as an example, describe the current situation of RIO cocktail briefly, industry trends and competition, analyze RIO(Guangdong) market environment, competitors,consumer who needs to do surveys and feedback, to create brand differentiation cocktail marketing model. And put forward proposals differentiated marketing to RIO marketing existing problems.