A Case Study On The Brand Strategy Of Yihai Kerry Corporation's Small-packed Edible Oils

The purpose of implementing the multi-brand strategy in consumer goods companies is to satisfy the demands of different segmented markets.Based on different consuming groups and purchasing motivations,the multi-brand strategy is able to construct distinguished product values and appeals from other competitors,which could achieve the strategic goals of improving enterprises' competitiveness and building competitive advantages.This thesis focuses on the case of the Yihai Kerry Corporation as the research object.Through comprehensive analysis on the internal and external environment of the corporation and the complete studies of some relevant corporations' brand strategies and practices,this thesis argues that the multi-brand strategy is applicable to the current development of the Yihai Kerry Corporation.In addition,the process of analyzing,constituting,implementing,and adjusting the multi-brand strategy will be examined and elaborated in the thesis.The author argues that the successful experiences of the corporation's multi-brand strategy could be concluded as follows:First,the selected brand strategy accords to the reality of the industry and the corporation's development.This is the precondition of the success of the multi-brand strategy;Second,guided by the multi-brand strategy,the corporation plans and constructs a marketing system,including some basic elements that are based on the needs of segmented markets,such as products,prices,promotion,and channels;Third,the strategy meets the demand of independence of brand management,which successfully builds an effective system of brand managers.The thesis further advances some problems of realizing the multi-brand strategy:First is the problem of different brands' coordination under the 'multi-brand strategy,which mainly focuses on the cooperative and operative mechanism of brand positioning,portfolio and management;Second,the corporation has to treat and pay attention to the risks of brand acquisition with a rational manner.Lastly,the thesis ends up with some thinking and further suggestions on the corporation's the brand strategy in the future:the first deals with the consideration of upgrading the multi-brand strategy;the second point is concerned with the establishment of an international brand which is transformed from a local brand.