Research On Marketing Strategy Of J Brand Infant Milk Powder In Yunnan

After the melamine incident in 2008,China’s infant milk powder industry experienced a prolonged downturn,with consumers generally concerned about the quality of domestic milk powder and imported brands taking the opportunity to expand and capture the market.In order to boost national confidence in domestic milk powder,the state promulgated a series of laws and regulations to overhaul and manage the entire milk powder industry,and consumer confidence in domestic infant milk powder gradually increased.After the full liberalisation of the three-child policy in 2021,the birth rate did not increase as expected,and combined with factors such as changes in consumer preferences and the impact of online channels on offline channels,the competition in the domestic infant formula market has become more intense.J brand infant milk powder is mainly sold in northern,eastern and southern China,while the southwestern market has not been able to open up.Yunnan is located in the border area of southwest China,where domestic milk powder with good quality and low price is more popular in the market.Studying the marketing strategy of J brand infant milk powder in Yunnan market will help its competitive advantage in Yunnan market,improve its market share and increase the total sales volume.Based on the 4P marketing theory,this study firstly analyses the current marketing situation of J brand infant milk powder in Yunnan,and secondly understands the problems in the marketing process of J brand infant milk powder in Yunnan through questionnaires and dealer interviews: in terms of products,the market segmentation of J brand infant milk powder is not high,product homogenisation is serious and brand promotion needs to be strengthened;in terms of price,the price strategy needs to be improved.In terms of channels,there is a single channel and insufficient construction;in terms of promotion,the form of promotion needs to be innovative.Then,using PEST and Porter’s Five Forces model,we analysed the external marketing environment faced by J Brand infant milk powder in Yunnan,applied STP to market segmentation,selected the target market and made suggestions for optimisation of marketing issues.According to the 4P marketing theory,the J brand infant milk powder marketing strategy in Yunnan is based on product differentiation and strengthening brand promotion;price strategy includes widening the price gradient of low-end and mid-range products and high-end layout;channel strategy includes promoting the integration of all channels,enhancing the brand penetration of channels and regulating the control mechanism of falsification;promotion strategy includes adopting diversified forms of promotion and improving the feedback mechanism of consumers.In order to ensure the effective implementation of J Brand’s infant milk powder marketing strategy in Yunnan,we propose safeguards including organisational safeguards,human resource safeguards,corporate culture safeguards and financial safeguards.