Nowadays, in the marketing activities of enterprises, public welfare marketing has gradually become an important innovative measure. As one of the marketing methods, public welfare marketing has produced remarkable results in commercial activities. The following is my paper on Jiaduobao marketing for your reference. A brief analysis of the marketing strategy of Jiaduobao

Abstract By analyzing the general situation of the beverage industry at present, we can understand the development status and trend of the beverage industry in China, and then introduce the general situation of Jiaduobao and the trademark dispute between Jiaduobao and Wang Laoji. This paper analyzes the macro-micro environment and SWOT analysis of the enterprise, and emphatically analyzes the marketing strategy centered on products, prices, channels and promotions and some problems existing in the strategy, and puts forward some corresponding suggestions on some problems existing in the strategy.

keyword drinks; SWOT analysis; Marketing strategy

1. The status quo of China's beverage industry and a brief introduction to Jiaduobao

1. The development status of the domestic beverage market

After 31 years of reform and opening up, the local beverage market in China has entered an era of competition among industry giants such as Pepsi-Cola, Coca-Cola, Master Kong, Uni-President, Wang Laoji, Jiaduobao and Wahaha. In recent years, major enterprises have greatly increased their investment and expanded their scale, and major enterprises at home and abroad have increased their investment scale and capacity expansion in China.

competition has intensified. Although after 31 years of development, many beverage brands have been born in the local beverage industry in China, and all of them have their own relatively stable consumer groups. However, consumers in China have low brand loyalty to beverage products, and only pay attention to the freshness and diversification of tastes. This causes the beverage market in China to present the characteristics of different levels and different demands.

(II) Introduction of Jiaduobao

1. Introduction of Jiaduobao Group

Jiaduobao Group is a large-scale domestic professional beverage and mineral water production and sales enterprise with fragrant capital and headquarters in Guangzhou. Jiaduobao's products include red canned and bottled "Jiaduobao" and "Kunlun Mountain Natural Snow Mountain Mineral Water". The herbal tea produced by Jiaduobao is based on the traditional formula, prepared with the first-class herbal materials, adhering to the traditional cooking process, extracting the essence of herbal medicine through modern technology and carefully blending; It contains herbal plants such as chrysanthemum, licorice, Mesona chinensis, honeysuckle and so on, which have the function of preventing excessive internal heat. Modern scientific research shows that the authentic herbal tea produced by Jiaduobao can prevent getting angry and is beneficial to health.

2. trademark dispute between jiaduobao and wanglaoji

on may 11, 2112, gphl received an award dated may 9, 2112 from China international economic and trade arbitration commission, and gphl won the case and jiaduobao lost the case. Jiaduobao Group began to launch its own herbal tea brand Jiaduobao. Put forward the same formula and the same taste as the previous red pot herbal tea Wang Laoji. In order to enjoy the results of Jiaduobao's years of operation, GPHL also took the opportunity to launch the red pot Wang Laoji, which is actually not the previous Wang Laoji.

2. Analysis of marketing environment and target market of Jiaduobao

(1) Environmental analysis

1. Suppliers

As far as raw materials are concerned, the supplier status of herbal tea industry is not so high, and the requirements for raw materials are very strict, so the manufacturers of herbal tea are the dominant players at this time, and suppliers have almost no bargaining power. As far as the herbal tea market is concerned, the manufacturer of herbal tea is the supplier of herbal tea market, and its bargaining power is very high, because as the leader of herbal tea market, its price positioning determines the sales price of herbal tea market and the profit rate of herbal tea market.

2. Dealer

The success of positioning Jiaduobao has made it the most concerned beverage in China for a time. Therefore, more agents and dealers join the sales ranks. Agents and dealers only need to put them in the sales place, then customers will buy them. In this way, the expansion of distribution channels will be accelerated and the withdrawal of funds will be accelerated.

3. Consumer

Wang Laoji of Jiaduobao is so popular in the market. The most important reason is that it was advertised to prevent getting angry. This advertisement is deeply rooted in people's hearts, and the red packaging is easy to attract customers' attention.

4. Competitor

The sales volume of Jiaduobao in China has surpassed that of the beverage giant Coca-Cola. In the field of herbal tea, neither Kazuhiro of Dali nor Nianci 'an in Kyoto can compete with it. In terms of sales in 2118, it increased by 35% year-on-year, accounting for 35% ~ 45% of the market share.

(2) SWOT analysis

1. Advantage analysis

Jiaduobao Company has developed Wang Laoji, and the formula of herbal tea Jiaduobao products is the same as that of Wang Laoji, and this kind of herbal tea ancestor has long been deeply loved by consumers. Even if it is renamed Jiaduobao, it attracts many consumers because of its authentic and familiar taste.

2. analysis of disadvantages

the relationship between jiaduobao and gphl is complicated. in 2112, jiaduobao group lost its lawsuit to gphl because of bribery, and eventually lost the trademark of Wang Lao Ji and used the brand of jiaduobao. such negative reports will bring bad reputation to jiaduobao.

3. Opportunity analysis

Nowadays, people's health awareness is enhanced, and functional drinks, tea drinks and juice drinks with health value will have more markets. As a functional drink with clear fire-fighting function, Jiaduobao is also the leader of herbal tea enterprises and a strong competitor in the beverage market, and the market demand is a great development opportunity for Gatobao.

4. Threat analysis

Wang Laoji of GPHL is the biggest threat to Jiaduobao brand, and Wang Laoji brand has been preconceived. It is generally accepted by consumers and occupies a large market share. How to seize its market share is a very difficult task for Gateball. In the struggle with Wang Laoji, other low-cost competitors are also a threat to Jiaduobao's sales market, such as Hezhengzheng Herbal Tea, Shunpai Herbal Tea and Laoweng Herbal Tea. Although their popularity, sales volume and market share are not as good as Jiaduobao's, it is not to be underestimated that these brands can have a foothold in the market.

analysis of marketing strategy of jiaduobao

(1) product strategy

at present, jiaduobao group only introduces 311ml red canned jiaduobao herbal tea. compared with coca-cola, jiaduobao is very simple. jiaduobao group insists on Wang Lao Ji as an expert in herbal tea, not a brand to promote it to the omnipotent king of beverages. A brand may introduce different forms of products or services, which are called different projects.

(2) price strategy

high price strategy. Consumers' judgment on the value of a new category is often achieved through price. For example, as a new category, Jiaduobao is in front of consumers, and the appropriate high price is conducive to customers' optimistic about the category of herbal tea, as well as to a relatively small target population. The retail price of canned drinks from Jiaduobao is 3.5 yuan/can, which is 75% higher than that of cola, which represents the mainstream beverage. This is in line with the marketing of its high-end consumers, establishing the image of high-end drinks and maintaining the recognition of customers.

(3) channel strategy

1. Main channels

Modern channels mainly include hypermarkets and supermarkets, among which storage supermarkets are mainly attached to large commercial groups, with extensive brand influence and convincing financial credit. Modern channels will be paid more and more attention and recognized by the market. It is the best choice to become a red can of modern channels.

2. Regular channels

The regular channel members of Jiaduobao mainly include dealers, wholesalers, manufacturers and many small shops. Jiaduobao has covered shops, restaurants and special terminal stores through sub-regional and sub-channel methods, forming a complete sales network.

3. Catering channels

Focusing on the market positioning to prevent getting angry, Jiaduobao has chosen Hunan cuisine, Sichuan cuisine and hot pot restaurant as sincere cooperative stores, investment funds and joint promotion, and it has become an important local advertisement to consume these terminal websites. Design electronic display screens and red lanterns and other promotional items for free, so that consumers can enjoy the taste of Jiaduobao, publicize its fire-fighting function, and cultivate target consumers.

(4) Promotion strategy

The continuous huge advertising investment not only lays a good foundation for Jiaduobao herbal tea to quickly enter the national market, but also the advertising investment is often in direct proportion to the commercial income, which is conducive to consolidating the effect of Jiaduobao herbal tea in consumers' minds and its position as the most popular canned beverage in China.

promotional activities. Jiaduobao has adopted various promotional methods with rich contents. On the one hand, it encourages existing consumers to buy to increase sales; on the other hand, it attracts more new customers and seizes the market share of competitors. Carry out national theme and holiday promotion activities, and carry out activities such as buying and sending gifts in supermarkets or commercial lots during holidays, and at the same time, make profits to stimulate consumers to buy. Sponsoring sports events and entertainment activities, Jiaduobao sponsored the Voice of China, was a senior partner of the 6th Guangzhou Asian Games, sponsored the love blockbuster "Green Tea", and now sponsored a number of local TV stations.

IV. Conclusion

This paper studies the brand marketing strategy of Jiaduobao, and summarizes a basic framework including theoretical premise, marketing mix and strategic enlightenment. The development of market economy promotes the maturity of brand marketing strategy, and brand competition pushes market economy to a new stage of development. Brand is not only a sharp weapon of enterprise marketing, but also a representative of enterprise management strength and an indicator of market economy maturity. At the same time, it is a symbol of a country's economic strength and an economic resource with strategic value. It is through a series of brand marketing strategies that Jiaduobao became the representative of the first herbal tea brand in China. By analyzing consumers' original cognition of Wang Laoji, Jiaduobao herbal tea re-invested huge amounts of advertisements and increased publicity, and successfully achieved the goal of removing Wang Laoji, which made the brand of Jiaduobao deeply rooted in people's hearts and brought huge profits to enterprises. It is a complex and arduous systematic project for Jiaduobao to implement brand strategy. It is the key to implement brand strategy by integrating it with the development strategy of the enterprise and making a persistent long-term plan. A brief analysis of the marketing strategy of Jiaduobao herbal tea

Abstract: As the first brand of "authentic herbal tea" in China, Jiaduobao has become a favorite herbal tea beverage for the vast number of consumers, not only because of the quality of its products, but also because of its control of the market, scientific analysis of consumer demand and the marketing strategy implemented accordingly. Optimization of product quality is a prerequisite for attracting consumers; Defining brand positioning and building unique value is its grand strategy to fight for herbal tea. Firmly grasping the market and establishing its own image are the key to its success in stability.

Keywords: Jiaduobao; Marketing

I. Introduction

At the beginning of the establishment of Jiaduobao Group in 1995, the first batch of red canned "authentic herbal tea" was launched in Guangdong. From 2117 to 2111, Jiaduobao red canned "authentic herbal tea" won the "first can of China beverage" for five consecutive years, and became the favorite herbal tea beverage of consumers in China. With the stability of the market and the expansion of consumer groups, after detailed market research and analysis, Jiaduobao Group decisively launched the "bottled version" in April 2111 and listed it nationwide in February 2112. In May 2112, Jiaduobao launched its own brand of Jiaduobao herbal tea to meet the different needs of domestic consumers. As the first leading brand in the domestic herbal tea beverage market, Jiaduobao has given our consumers too many surprises along the way: Jiaduobao has achieved sales from 111 million to 5 billion in more than five years; In just over a year, the magnificent leap from 5 billion to 11 billion was completed. The sales of Jiaduobao in the beverage industry is really a miracle.

second, optimize product quality and strengthen public opinion

1. optimize product quality

even if the trademark of any product can be copied, enjoyed or even withdrawn, the quality of the product itself cannot be copied, which is the key. For Gatobao, what is accepted and recognized by consumers is its improved formula. Therefore, when the Jiaduobao product itself has not changed or even tastes better than before, in other words, the quality is better, and then through the media's momentum, then the fact that Jiaduobao is equal to or better than the previous Wang Laoji can take root in the hearts of consumers, which is the first key to the core elements of substantive marketing. On the one hand, we should have full confidence in our own products, on the other hand, we should optimize the quality of our products through technological progress, improve and further process the formula of authentic herbal tea as early as possible, and create the substantive connotation of our products.

2. Strengthen advertising and public opinion

The purpose of advertising is to tell consumers what the enterprise is doing at present. Consumers are still unfamiliar with Jiaduobao at first. To transplant Wang Laoji's mental resources of "fear of getting angry" to Jiaduobao, we must pay great attention to the strategies and skills of advertising. Advertising can make the brand more credible, especially if it is renamed and reshaped, and consumers need to believe that it represents the leading brand of herbal tea.

Promoted by public relations activities, Jiaduobao chose to sponsor "Good Voice of China" to expand its publicity. "Good Voice of China" performed an "original" voice. With the repeated broadcast of the host, Jiaduobao sponsored by the title set off a "red whirlwind" and spread to the sidelines. Jiaduobao became the special sponsor of the most popular music reality show "The Voice of China" in 2112, which was the first major move after the classic red pot herbal tea was renamed as Jiaduobao herbal tea. Wang Yuegui, deputy general manager of brand management department of Jiaduobao Group, believes that both Jiaduobao herbal tea and "Good Voice of Jiaduobao China" have original and authentic brand connotations, which is the combination of Jiaduobao herbal tea and China version of "THEVOICE". It is through the "good voice" that Jiaduobao strategically achieved the brand goal of reshaping the leader of herbal tea.

it is an important aspect of marketing strategy to use the media and consumers to promote their products. In the public opinion dispute with Wang Laoji, Jiaduobao made good use of the power of public opinion and the power of consumers to launch a competition between "biological mother" and "adoptive mother". People's sympathy generally tends to be "foster mothers" who bring up their children and devote a lot of effort, rather than "biological mothers" who only "give birth" but don't "raise", and fully transfer people's moral identity to marketing strategies. Jiaduobao combined the strength of its loyal consumers and loyal dealers, explained the situation to the society, won a lot of strong support, and won the battle of public opinion.

Third, the brand marketing strategy of Jiaduobao

1. Vigorously promote the brand

(1) Advertising bombing of Jiaduobao

In fact, for consumers all over the country, in 2112, Jiaduobao was still a strange new name and a brand that suddenly appeared. Of course, this has not affected the consistent advertising bombing method of Jiaduobao Group. First of all, Jiaduobao Group emphasizes the word "Jiaduobao" in all advertisements, and has passed the "national sales"