Research On Marketing Strategy Of Spritzer Mineral Water In China

Mineral water development and production in China went through a process from small to large,from less to more.Along with economic and social development and people living standard improvement,people gradually realize health care function of beverage.This paper mainly introduces the high-end mineral water manufacturers-Malaysia SP group enter into China’s marketing strategy and adjustment process.First,through the analysis of the enterprise external environment,the analysis of the internal environment,and the SWOT analysis,it is concluded that the favorable investment environment in China is a good time to win the company’s entry into the Chinese market.Through qualitative research and quantitative research,it is determined that the mineral water of "Spritzer" is different from other common brands.It comes from the vigorous tropical rain forest.The Chinese market positioning of "inject natural vitality into your body" is achieved.Then,through the marketing mix strategy of 4Ps,we will analyze the product strategy,packaging strategy,price strategy,channel strategy and promotion strategy for the Chinese market.Finally,the PDCA management method is used to analyze the gains and losses of mineral water after entering China one year,and the improvement scheme is put forward.The significance of this paper is to analyze the industry development environment and industry competition environment of China’s mineral water market,and analyze the business opportunities for the company based on the business characteristics and marketing status of the company.The research of this paper helps to determine the company’s product price,function and market positioning,which helps the company’s function differentiation and conceptual differentiation analysis,and helps to explore the marketing mode and sales channel mode of the product.At the same time,this article is actually a case of transnational marketing.Through case analysis,it can serve as a reference for the same type consumer company to enter the Chinese market.