The Marketing Strategy For New Entrants In Functional Drinks Market

With the continual, stable, fast development of China's economy and improvement of people's living standard, people's demands for health are growing faster and larger. The traditional quenching thirst function cannot fulfill people's needs anymore, customers need special functional drinks those can help to reduce pathogenic fire, to help detoxification, to improve immune system and to get rid of sub-health.The customers' understandings on functional drinks are getting clearer and more mature. There will be an enormous market opportunity for those with different functions and special targeted products.This article is going to analyze the current situation and future trend of functional drinks in China. SWOT and STP are used in the analysis of Shanghai Cangyuan Food Distribution Limited to understand the market segmentation and market targeting. And further it suggests the products, price, distribution channels and promotion marketing portfolio strategy based on the analysis on the consumer behaviors for new functional drinks brand "Cangyuan Honeysuckle Herbal Tea". This article is, meant to give guideline and reference for other new entrants in functional drinks market to make the suitable marketing strategy.