Marketing Strategy Analysis For Yinlu Peanut Milk Beverage

Yinlu Foods Group was founded in 1985,through 30 years' struggle,it has successfully become one of top 10 companies among canned and beverage industry in China,ranking one of the leading enterprises in the field of agricultural industrialization.Yinlu has five bases so far,respectively in Xiamen,Shandong,Hubei,Anhui,and Sichuan.Its annual sales exceeds ten billion.Since 2011,it has cooperated with Nestle,one of Fortune 500 companies,to realize resource complementarity.Yinlu targeted at functionalization and nutrition of the future beverage,also found that the plant protein beverage inherently have the features of "natural,green,nutritious,and healthy".After launching Peanut Milk,Yinlu has become the leader of category from initial challenger through precision marketing in a short time.But with the consumption upgrade and fierce competition,Yinlu Peanut Milk faces a great challenge.The object of this study is Yinlu Peanut Milk.It analyzes the factors to its success,the reasons of facing challenges and the whole process of strategy readjustment.Firstly,this s tudy states the development situation of Plant Protein Drink and Yinlu Peanut Milk.Secon dly,it uses "Michael Porter five forces model" to analyze its market and competition envir onment;and applies SWOT tools to study its current situation based on Yinlu.Thirdly,it a nalyzes the process of market segmentation,target market selection and positioning after Yinlu facing challenges;it also analyzes how Yinlu uses 4C's Theory to make and adjust marketing mix strategy.This study is hoped to offer reference for FMCG industry and oth er industries.