Marketing Strategy Of J Company's Functional Beverage

With the reform and opening up in the past 40 years,the food and beverage market as fast-moving consumer goods is the fastest growing industry.The fast-growing economy drives the beverage consumption market.At present,China is one of the largest beverage consumption markets in the world.The food and beverage industry is booming.There are many enterprises rising behind the boom.Of course,more enterprises are eliminated.Now the beverage manufacturing industry has formed a diversified development pattern of carbonated beverage,fruit and vegetable beverage,tea beverage,packaged drinking water,etc.The taste is more and more diverse,the function is more and more diversified,showing the development trend of blooming flowers.In recent years,people's attention to health has also led to the rapid development of healthy beverages.Functional beverages with healthy orientation have from the initial niche market to the formation of functional beverages The scale of 10 billion yuan has expanded from energy supplement to nutrient beverages,sports drinks and so on.Functional beverage has become a new growth point in the domestic beverage market,and its drinking scene is expanding.This topic is based on this industry background,based on the analysis of the domestic functional beverage industry,various warm ginger tea market industries and J company's own situation,selected functional beverage as the research object,through the study of China's beverage market in recent years,the application of marketing theory and various strategies.This paper uses Porter's Five Forces Model and SWOT analysis method to analyze the opportunities and challenges of J company's functional beverage listing.Based on the analysis of big data and the portrait analysis of various dimensions of target consumers,it outlines the portrait of target consumers.After precise analysis of target groups,it uses 4P marketing theory to help J company for the new warm ginger tea functional beverage make accurate positioning,pricing,channel analysis and marketing promotion strategy,it can provide reference for J company's new product marketing and marketing strategy.