Analysis Of Jessie Farm's Market Positioning With The Diamond Positioning Model

In recent years,our country's residents living standards and dairy consumption have been improvedgreatly.There will be much space to develop our country's dairy market in the future.High-end dairy will encourage intense competition in dairy marketing because of its high added value.If the feature of target customer can not be accurately recognized and the basic work of product positioning can not be well done,the enterprise benefits will be influenced badly.Market positioning of “Jessie Farm” was studied with diamond positioning model in this paper.So the “Jessie Farm” can obtain an advantageous competitive position.In diamond positioning model,target market can be found with market segmentation based on the study of market,and the demand characteristics of product,price,channel and communication in target market will be realized.Several focused benefits points of target market can be obtained,and the benefit points with self competitive advantages are treated as benefit positioning points.Property positioning points and value positioning points can be confirmed through benefit positioning points.The final positioning can be carried out with marketing elements concordance.Position finding is the first step in this paper.Comprehensive segment variables of dairy market were obtained through analysis of dairy consumption effect factors and dairy consumption market.A questionnaire was designed and questionnaire data were researched with factor analysis.A mass of effect factors were summarized as seven public factors: product quality factor,consumer factor,family income factor,purpose factor,gender factor,price factor and nutrition knowledge factor.Based on factor analysis,market was subdivided to nine classes with cluster analysis.According to evaluated results in market attractiveness and market competition advantage,the final target market refers to customers from 25 to 50 years old.These customers always have successful career and high family income.They would like to seek after higher nutritive value and improve the quality of life.Position selecting is the second step.Brand image,milk source,nutritional components,taste and packaging were compared between “Jessie Farm” and its competitors,and the multi-dimensional perceiving position map was established.Safety and health were selected as benefit positioning points.Through analysis of competitive advantages and competitors,exclusive supply was treated as value positioning point of “Jessie Farm”.In order to protrude product's competitive advantages,the whole production chain,3.6g high-quality lactoprotein and precious Jersey cows were regarded as property positioning points.Position arriving is the last step.Through analysis of marketing mix,product was chose as the main position point.In product program,high-quality milk source,process technology support,neoteric packaging and products' diversity should be carried out.In price strategy,non-price methods should be adopted to compete with other competitive products,such as free tasting and complimentary gifts.In channel planning,as high class liquiddairy,“Jessie Farm” may suit short and narrow marketing channels because of its rareness,high nutritional value,high technology and small market scale.Supermarket channel should be the main mode and circulation channels may be complementary.Electrical business channels can be introduced.Product sales method can be the combination of direct marketing and distributed sales.Communication planningmainly includes media publicity,invisible advertisement,promotion in business meeting and strengthening terminal construction.