Dalian Coca-cola Sprite Icy Mint Marketing Strategy Research

With the improvement of people living, Chinese purchasing level is raising. Chinese soft-drink industry has been in a rapidly developing phase. Face to such hot competitive soft-drink market, to increase company's market share and sales, Dalian Coca-Cola company plans to launch a new taste product—Sprite Icy Mint. The company wants to attract the young consumer and increase the company's sales through this product, even to improve the whole company market share.This thesis selects the new product Sprite Icy Mint of Dalian Coca-cola company as research object and makes analysis about problems in its. Furthermore, the thesis draws conclusions about the marketing tactics of the this product by using multiple tools and principles in marketing and so on. This thesis includes four parts. Firstly, briefly explaining the background and the researching routine of this thesis; Secondly, analyzing the inner environment of the company; Thirdly, analyzing the macro environment, the competitive environment and the consumer behavior, and making the sales forecast for the new product; Fourthly, by SWOT analysis, formulating the new product marketing strategy.This thesis makes the market strategies of Sprite Icy Mint by the analysis of internal and external environment. Making special product strategy; Making different price strategy to different customer and consumer; Making the place strategy mainly in large city; Making colorful promotion. Then by setting up effective market strategy, Sprite Icy Mint will be successfully launched in Dalian. And this thesis also can be provided as a reference for other new product launch.