Research On New Product Marketing Strategy Of RIO WEIXUN Pre Mixed Cocktail Of Company B

Nowadays,the development of China’s economy has been accelerating in a highquality way.With the continuous changes in people’s lifestyle and consumption concepts,the requirements for alcohol products are developing towards health,diversification,and personalization.The development of traditional liquor market is relatively slow.As the main force of the new generation of consumer groups,the post-90 s have gradually shifted their drinking scenes and demands from the past group banquets to home leisure,and the low-grade liquor market has developed rapidly.More and more brands begin to focus on young people,hoping to attract new young consumers and create new drinking scenes.Therefore,it is very important to adopt new marketing strategies in the transformation of liquor brands.As the leading enterprise of pre mixed cocktails in China,since 2012,Company B has focused on using mainstream media with a wide range of coverage to conduct a large amount of publicity placing video stickers,inviting well-known artists to act as spokespersons,and conducting a series of content marketing by implanting variety shows,movies,and TV dramas,creating a single product legend with sales exceeding the 10 billion mark.However,with the entry of more competitors,traditional Baijiu,fruit wine,and beverages began to seize market share.Company B’s products fell into the vortex of homogenization,and the channel advantage was further eroded by new brands.The dealer’s price system had problems,and the marketing promotion did not achieve the desired effect.Sales once fell into stagflation dilemma.This paper will study the marketing strategy of new products of RIO tipsy pre mixed cocktails of Company B.This article uses marketing theories such as 4P marketing strategy,STP theory,and 5M communication model to analyze the market environment of the research object by using research methods such as literature,interviews,and questionnaires,and obtains the development trend of the low alcohol industry,providing a new perspective for the research of the domestic premixed cocktail industry.Through the interview with the senior personnel and sales personnel of Company B,further discover the current status and existing problems of company marketing.Using the questionnaire survey method,conduct a comprehensive survey of target consumer groups,and explore the product,price,purchase channels,and dissemination preferences of RIO’s slightly tipsy new products;Develop new product marketing strategies based on theoretical analysis,problem analysis,and research results.Finally,suggestions on relevant safeguard measures for the implementation of the overall marketing strategy are proposed.The conclusion of this article is that in this era of frequent emergence of popular new products,quickly capturing accurate traffic from core consumer groups,creating differentiated awareness of new products,occupying the minds of target groups,and driving their purchases are the primary goals of RIO’s new product marketing.With the goal of creating a popular low-alcohol liquor list,accurately focusing on young women aged 18 to24,refining their emotional value based on "one person’s slight liquor",proposing a Slogan of "RIO WEIXUN,love you,but love me more",refining the solo drinking scenario,selecting "the decompression moment when women are alone at home at night",drinking "zero sugar,zero fat,zero calorie,healthy and tasty RIO WEIXUN New Product",with pricing exceeding the mid to high-end market,In addition to individual items,the introduction of gift boxes enhances brand premium.In terms of channel selection,digital retail is the starting point,and offline retail and ready-to-drink channels are moving forward simultaneously.In terms of communication,the event marketing of "RIO WEIXUN Virtual Spokesperson" is the core,and online and offline joint efforts are made to attract ecommerce.This article develops a marketing strategy for RIO WEIXUN new product,hoping that it can become a blockbuster and stand out in the fierce competitive environment.At the same time,it also provides reference for the development of other enterprises in the lowalcohol industry.