| With the improvement of life quality,the rapid development of urbanization,the liberalized of the second child policy and the government actively promotes dairy consumption concept.The awareness of people consuming dairy products is increasing and the demand groups are gradually expanding.However,Chinese per milk consumption is insufficient,only 1/3 of the world average.Such as big three of MengNiu,Yi Li,Bright Milk and other smaller companies are growing up.The homogenization of the product is the main characteristics of the current dairy industry in China but also difficult to break through the problem.The most important method to live are seeking differences and transformation.ShangHai ShunQi self supply chain----Kapram Meadow A2-?Protein Pure Milk,appears to challenge the existing consumer awareness of milk.It caught the eye of consumers in its first appearance in southwest market.But,the high prices and unfamiliarity led to poor sales and low consumer acceptance.How to open up the market has become a major problem to be solved urgently by ShangHai ShunQi.This article selected to get research by ShunQi as a case study.Its newly launched flagship product--Kapram Meadow A2-?milk,in Sichuan province as a regional model market.Since two months in market,the market response has been low,consumers have low awareness of products,and their prices are relatively higher,resulting in poor sales.Based on this marketing situation,after analyzing the development of China's dairy industry and reviewing a large number of risks,it is believed that the root cause of the poor marketing of Kapram Meadow lies in brand positioning.This case enumerates several brand positioning strategies proposed by experts and scholars at home and abroad in the early and recent years,combined with several misunderstandings of brand positioning by Chinese companies and the existing brand positioning of Kapram Meadow.I use Kotler's brand positioning strategy as a framework,and the specific positioning elements are based on Wang Qing's brand positioning theory.They respectively determine the product attributes,function interest points,emotional interest points,brand personality,and brand values,to modify Kapram Meadow's existing positioning.And then,based on the analysis of PEST and the micro-marketing environment,I analysis the Kapram Meadow by the SWOT,especially after the listing of the SanYuan ultimate with the concept of “A2-?” as its selling point.Base on strong group background,ShunQi must adopt SO strategy to support its continued development.For the research of the marketing mix strategy,the STP analysis is conducted first to study the market segmentation,target population and market orientation of the four dimensions of Kapram Meadow.And then,I make a new brand positioning of Kapram Meadow.Finally,based on STP analysis and new brand positioning,the marketing mix that supports the implementation of the new brand positioning will be formulated.The famous 4P combination,including product strategy,price strategy,channel strategy,promotion strategy,is the basis of any marketing mix.This case based on the combination of 4P,combined with 4V combination,constitutes the marketing mix integration of 4P+4V,the marketing mix has strong support effect of brand positioning.It aims to highlight the product difference and functional of Kapram Meadow's products.It also aims to the composite value,marketing channel,and the interaction of consumers,in order to effectively obtain the consumers "mind",get the success of the brand.Finally,through the analysis of the new marketing mix of Kapram Meadow and the future development trend of the dairy products industry,we will provide relevant strategic recommendations.I hope to provide a reference for the marketing work of Shanghai ShunQi Import and Export Trading Co.,Ltd. |
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