Research On Brand Building Strategies Of BD UHT Yogurt

The rise of competing brands Yili, Mengniu; consumer choice of dairy products transitioning to brand names and variety... BD Company used to be the largest dairy manufacturer in China, who mainly focuses on fresh dairy products and is in the leading position in this industry. As BD’s overall sales volume and market share of UHT dairy products is relatively small, BD gradually lagged behind its competitors. The purposes of this paper include:1) In view of BD’s current market position and the challenges, BD is facing the critical tasks of sales-breakthrough, market penetrations, and changing the current pattern of China’s dairy industry. Through the approach of analyzing industry environment, market competition and BD’s business genes, the paper will apply strategy models and discuss about the importance and imperativeness for BD to develop the new UHT dairy yogurt product.2) When faced with fierce market competitions, the paper will further identify market opportunities through consumer research and global resources search, apply the marketing theories including product orientation, brand asset and brand images, in order to help BD build the core product value of its new UHT yogurt, integrate its marketing and distribution systems, and make BD UHT yogurt a successful star brand, a strong seller and a high margin contributor of BD Company, thus to achieve the company’s strategic goals of market penetration and breaking through the current pattern of China’s dairy industry.