Research On Marketing Strategies For Masterkong Bottled Water

Since the 1990s, bottled water industry of our country has gained fairly rapid development, more and more companies entered this industry, and this make the qualities of products were unfilled. The ranges of activities are small and weak and it is hard to reap economies of scale, market strategy is old fashioned, the awareness of innovation is thick. Faced with the intense market competition, many companies feel the shortage of marketing resources and guidelines and exert of marketing elements. The article take MasterKong as main object of study, the major purpose of the research is to make strategy plan for Master Kong bottled water, and to provide referential experience for our bottled water industry. In research method, the article mainly adopt marketing"Mutex Model"analysis,method of comparative analysis,qualitative and quantitative analysis.First, the paper analyzes the current situation of bottled water market home and aboard. Reviewed the development history of our country and analyze the major types and sales characteristics of bottled water in our country.Next, make a research of he main competitors and delegates'competition strategy in this industry: Wahaha, Farmer mountain spring and MasterKong. And make MasterKong as the main subject, analyze from industry macro environment and internal environment, and adopt marketing"Mutex Model"to analyze its marketing elements: Product,Price,Promotion and Place to find out its opportunities and threats, strengths and weaknesses.In the end, focus on the goals of self-benefit maximization, expand the contact face between consumers and enterprises; expand the contact face between consumers and enterprises; combine the push power of Place and Promotion, to close the distance of products and consumers; take both sides as theoretical base, to formulate relevant marketing strategy, thus to resolve the marketing problems that companies faced. On account of MasterKong's water source problems, the article add Brand Crisis Management strategy to marketing strategies. not only to emphasize establish and improve crisis management mechanism, but pay more attention to strengthen people's crisis consciousness before crisis happened.