Danone’s Marketing Strategy Of Ice Cream Chain Store In China

As a very popular snack food, ice cream which has entered China for only decades hasachieved rapid market development. This potential tremendous business opportunity attractsmajor food giants from all over the world to enter this market. With the competition in icecream market, two sales modes are gradually formed: one is the retail mode with generalpackaging, and the other is the chain business mode with Haagen-Dazs, DQ and so on as therepresentatives.Danone is one of the world’s leading food companies. It entered China in1987, whichmeans that it has been in the Chinese market for more than20years. However, it has not yetintroduced its ice cream products to China. According to the company’s strategy, Danonechooses chain business mode to promote ice cream products in the Chinese market. Therefore,the paper focuses on analysis and study of the marketing strategy under such business mode, inhopes that feasible recommendations may be put forward to the marketing strategy of theenterprises through the results obtained in this paper.The paper takes Danone’s marketing strategy in China as the main object to study. Throughin-depth market research and analysis including the application of PEST analysis, SWOTanalysis, Porter Five Forces analysis mode, and4Ps theory of marketing analysis as the tool, themarketing environment and the main advantages and disadvantages for Danone in the Chineseice cream market are studied and analyzed in detail, thus consumer groups and marketpositioning are put forward, in addition, the marketing strategies in China and their supportingmeasurements are analyzed selectively.Integrated analytic methods of marketing are used in this research to clarify the marketingenvironment, market segmentation and positioning, and corresponding analysis framework aswell as relative steps of the marketing strategy. And moreover, right in this framework, throughresearch and analysis, the marketing strategy for Danone’s ice cream products is established.The paper may play a guiding role for those sales activities in the Chinese market. The researchmode can be taken as a reference for those enterprises who wish to enter the ice cream chainstore and even the broader casual dining chain store.