A Research On Beverage Marketing Strategy Of CDTY Company

With the changes of the times,the development of the economy,the upgrading of people's consumption concept.The beverage industry has also achieved rapid development,and the scale of the industry has expanded to become one of the fastest growing industries in the national economy.However,from the officially released beverage sales data in recent years,the growth of the entire beverage industry has been very small since 13 years,and it has been negatively growing in 17 years and 18 years.In the face of weak growth in the beverage industry,how should beverage companies innovate and how to survive in the competition? This paper hopes to find problems,analyze problems,and finally propose solutions to problems by studying the marketing strategy of CDTY's beverages,using theory and practice.It can provide some thinking ideas and solutions for some small and medium-sized beverage companies in China in terms of marketing strategies,and can better utilize marketing strategies to enhance their market competitiveness and profitability.CDTY Beverage Company officially started production in Wenjiang,Chengdu in 1992.After more than 20 years of development,it has become a leading company in the beverage industry.In the face of changing markets,changes in core target consumers,and the individualization and diversification of consumer demand,CDTY is constantly adjusting its marketing strategy.This paper mainly analyzes the macro environment of the beverage industry through PEST analysis method;analyzes the marketing competition environment of CDTY company with Porter's five-force model.Market research methods are used to collect and understand consumer preferences for beverage preferences,from product taste,product appeal,product packaging,product purchase channels,and product prices.Use 4Ps marketing strategy to conduct in-depth analysis of CDTY's products,prices,channels and promotions,and ask questions.Finally,by combining the previous environmental analysis,marketing strategy analysis and market research results,the STP theory is used to segment the existing market and determine the target market and market positioning.Suggestions are made on the four dimensions of product,price,channel and promotion.This article focuses on improvement and adjustment,and will not undergo subversive restructuring.In order to ensure the normal implementation of marketing strategy recommendations,safeguard measures have been proposed from three aspects: system,personnel and funds.From the product category,CDTY is in a vacant state in the two fast-growing categories of functional beverages and vegetable protein beverages.From the age breakdown,the beverage products of the age group of 36-45 years old are vacant,and the vacancies are filled through new products.Consumers prefer the concept of a healthy product,a simple packaging design,and a mid-priced product.In the purchase channel,it tends to be more convenient,expand the emerging sales channels,and meet the consumer's purchasing convenience through the improvement of visibility.It is hoped that these research results will be helpful to enterprises,and at the same time,it can provide useful reference for the development and implementation of marketing strategies for other small and medium-sized fast-moving consumer goods companies.