Research On Brand Development Strategy Of President Enterprise

With the world’s raw materials prices going up, almost all industries in2007are in an "up" in the former line, especially the instant noodle industry. It is regarded by the State Development and Reform Commission as "suspected of a collective raise prices". Soon after the end of the2008Beijing Olympic Games, the world has plunged into the plight of global financial crisis. The market is weak in consumption, supply and demand are imbalanced. Instant noodle’s prices had slipped. In the process of price "up" and "down", the industry leader is able to manipulate the market, in order to achieve the maximization of business interests.However, in the present complex, competitive instant noodle market, the brand value has become a business, which decides whether the enterprise has bargaining power, whether can continue to operate, even whether can be a prerequisite to survive. To deal with the influence of price fluctuation, to meet the requirements of the sales channel for profit, the challenge is to develop competitive product, to converge products and marketing model, to setting up enterprise in consumer groups, we must attract buyer’s value proposition, pay more attention to brand strategy research and the correct implementation, give full play to the influence of the brand, to make the enterprise core competitive power, ensure enterprise more healthy in the globalization of the market economy.Comparing with the ordinary instant noodles competition, the profit space less deadly than situation, simply face no matter from market space or profitability terms, is a good category, and is the industry’s favor. President Snack Noodle is once in charge of the acknowledged leaders, but in recent years, besieged by a number of brands, its market position declined. To change this situation, we should look for a path of partial breakthrough to challenge the market leader and possess increasingly scarce market resources. This paper, from brand strategy, marketing theory and theory as a guide, to the surface simply the status type of product and brand to start with the use of PEST analysis, five forces analysis model, SWOT analysis, analysis of President Snack Noodle brand’s overall environment, industry environment and internal environment, come to President Snack Noodle brand relative to competitors strengths and weaknesses, and President Snack Noodle in the target market environment, opportunities and threats, clear implementation of the President Snack Noodle brand strategy and significance. Through a unified brand strategy in the implementation process needs to pay attention to the issue of analysis and research, and further defined the President Snack Noodle brand’s market positioning, brand strategy and then to use decision-making model, combined with marketing theory, formulated President Snack Noodle brand strategic communications strategy and outreach methods in hopes of promoting President Snack Noodle business development, build a uniform pattern of development of new food business.