Research Of Marketing Strategy Of Reignwood Group On Capri-sun In Gansu

Capri-Sun is the world's No.1 Children's juice beverage brand in the world,it entered the Chinese market in 2015.It is the first children's juice beverage market segment that established the concept of health,its marketing has a high research value.Since its introduction in 2015,it sales good in first and second-tier cities.Gansu is located in the northwest China and has low per capita disposable income.Capri-sun has a mixed performance after entering Gansu.Its marketing advantages and disadvantages is worth researching.The research results will help the development of similar products and the whole beverage market and marketing concepts.It provides reference and guidance for children's juice beverage companies to formulate marketing strategies,and provides valuable reference for the children's juice beverage product diversification,continuous optimization and upgrading,and market expansion.The paper develops research content in terms of market prospects,market demand,sales status,sales analysis,improvement measures,and performance assurance by finding problems,analyzing problems,and resolving problems.It also uses marketing theories such as 4P,STP and strategy analysis tools such as PEST and SWOT.It uses research methods including systems analysis methods,market research,literature research methods,comparative analysis methods,and interview methods to study the macroeconomic environment,market competition pattern,sales status of juice drinks,consumer habits,internal and external environments of company,products,prices,place and sales promotion.The problems are summarized,the causes of the problems are found out,and solutions to the problems are made.Summarize the problems existing in the research,such as products lack of popularity,the place and product attributes do not match,place and terminal sales lack of enthusiasm,promotion and sales methods are not in place,product slow-moving and aging problems are highlighted,lack of prices tactics,lack of promotion,inaccurate target groups,unclear organization structure and power and responsibilities,low staff enthusiasm,and excessively high sales tasks,etc.,through the use of marketing theory tools,product,price,place,promotions.The optimized marketing mix plan is used to solve the problems.In response to the above issues,combined with the 4P theory,it proposes to increase the shipments of specific taste products combined with consumer preferences;combine games,animation or famous toys and movies and other topics introduce limited version products or gifts to expand potential consumer groups and increase sales;Use special events or special customer pricing to stimulate consumption;develop new channels and new terminals that meet product attributes such as schools,playgrounds,cinemas,and bakeries;flexible pricing and channel policies to stimulate channel sales enthusiasm;parent-child target marketing and diversification of promotion methods;enhanced internet marketing to achieve promotion,increase popularity,provide diversified services and so on.By improving organizational structure,innovating performance management mode,optimizing human resources management and other organizational management optimization programs,to enhance company management for Capri-Sun marketing;by strengthening brand management,place management and marketing expenses management to strengthen management awareness and improve the management level,so that the awareness of new product marketing will be implemented in every employee of the company.By strengthening the construction of corporate culture,the cohesiveness of the marketing team will be improved,and the sense of belonging of employees with company,thereby enhancing the enthusiasm initiative and responsibility of all aspects.Through various aspects and content improvements,the proposed marketing mix strategy can be implemented smoothly and accurately.It is hoped that the research of this case will help the HB Group Gansu Market to solve the existing problems and explore a feasible path for future market development,so that Capri-Sun can have better sales performance in Gansu.