A Study On Experiential Marketing Strategy Of BS Company

With the two-child policy's influence on China's new population,the continued decline in breastfeeding rate,the demand for infant milk powder market in China is relatively bright in the future.At the same time,with the upgrading of consumption,domestic consumers are paying more attention to baby food safety.Therefore,the domestic demand for organic formula for infants and young children keeps increasing,which indicates the market has huge potential.Along with that,the competition between the brands of organic formula is also heating up.However,from the perspective of brand marketing,the situation shows relative old marketing strategies employed in market competition and shows unsatisfied performance in marketing.For example,the brand of infant organic formula on the market still utilizes the traditional strategies to do marketing,like freebie,discounts and brand spokespersons.Marketing strategies like those above are likely to make consumers to have low recognition on brand and products because consumers more tend to choose other brands because of freebie or big promotion.At present,the brands of infant organic formula in the domestic market mainly include Abbott's Eleva Organic formula,Wyeth's Illuma Organic formula and BS Company's Healthy Times Organic formula(HT Organic formula hereafter).Although BS's HT Organic brand has overwhelming advantages in product quality,its market share is lower than the other two brands as a result of that it entered the market relatively late.In order to change the situation,BS Company began to change the traditional strategy of competition in May 2018,narrowing the gap with market leaders in market share and improving the overall marketing performance of the company.BS's HT Organic formula tastes better than the two competitors so the consumer's experience should be put the first in BS Company's marketing strategy.The sensory marketing strategy in experiential marketing emphasizes the sensory experience of consumers.For example,the taste perception of consumers affects their attitudes towards the brand,the judgment of quality,and even consumers' emotions,which in turn changes consumers' brand loyalty.Based on the relevant theory of experiential marketing strategy,this paper conducts a case study on the marketing strategy of BS Company's brand of HT formula in order to seize more market share.According to the public data provided by BS company,and the working experience of the author,the author proposed the specific experience marketing strategy for BS Company to enhance its brand share.The specific details of this strategy are mainly based on the stores that sell and distribute HT Organic formula.For the offline stores,experiential marketing personeel are sent to do experiential marketing activities.Combined with interactive marketing strategies based on social media,the author will conduct further analysis of the specific program,requirements for implementation and mechanism of performance appraisal in terms of brand experiential marketing strategy.