Study On Marketing Tectics Of Masterkong's Beverages

With the change of the marketing conception from"product-centered"to"consumer-centered", the key point of marketing is not to find proper consumers for products any more, but to find suitable products for consumers. Then a new challenge is offered to the marketing of enterprises. Meanwhile, the competition is greater than before for beverage industry. There are many reasons for this phenomenon. On the one hand, barrier to entry is low, on the other hand, increasing enterprises bring more homogenization. Therefore, it is more significant for an enterprise to have proper marketing conception, strategies and tactics. Because Masterkong Holding Corporation has a good performance in beverage industry, so that it is very meaningful to summarize its marketing experience that can give other related companies reference.This paper analyses and summarizes marketing tactics of Masterkong's Beverages systematically from three aspects such as"target marketing","positioning"and"tactics". The first reason for its success to be the domestic leading brand of beverage industry lies in its insistence of target marketing conception. It targets its suitable market on the base of its effective market segmentation. Then it combines the property of brand with the target of targeting consumers and make certain of the brand positioning for every kind of product. Under the guidance, it formulates and implements its tactics. It insists on the researching and developing guidelines such as"respect, participation, living and health"and offers consumer-targeted and high-quality products in good time. With the help of strong media, it applies advertisement-cored integrated marketing communications in order to get a unique position in the minds of consumers rapidly. The most important is that Masterkong's Beverages implement intensive-channel-cultivation tactics. It cultivates intensively markets in core cities. For that, it compresses its channel, reduces its selling process, shortens its selling period and infiltrates itself into channels. In addition, it makes strategic alliances with its distributors against the competitors jointly to achieve its marketing objective. The experience on the marketing tactics of Masterkong's Beverages gives following references for relative companies: The successful marketing is resulted from the integration consisting of target marketing, positioning and tactics. Among them, the target marketing is the basic concept of marketing, in that the target marketing can make certain of the basic direction of the brand positioning and lays a strong foundation for it. The positioning is critical because it can get vantages against its competitors. Tactics are basic measures and security of the fulfillment of marketing aim. At the same time, for a specific enterprise, the focal point of its marketing tactics should be adjusted according to the reality. Because its surroundings and status are different from that of others.