Case Analysis On Marketing Strategies Of New Sub-brand YC Of M Company

Accompanied with the accelerating pace of life,habits of carrying and eating casual biscuits were increasingly popular.This emerging consumption habits brought biscuit companies some new opportunities.As the leading company in biscuit industry,M company was also facing the pressure of consumption upgrade.So,in order to maintain a sustainable competitive advantage,it was important for the company to design and adjust marketing strategy to adapt to the new environment.Firstly,some classic theories,such as STP strategies,SWOT analysis,marketing mix,were reviewed.Then the development background of biscuit market was introduced,and the marketing environment of M company was analyzed.Based on the analysis on consumers,two variables-age and purchase interests-were chosen as the segmental criteria to divide the whole market,and six market segments of wafer biscuit products were confirmed.Among all the segments,two submarkets,the people under 24-year old for everyday consumption and those from 24 to 35-year old for gift,were selected as the target market.And the characteristics and demands of consumers in these two segments were discovered and concluded.Based on the previous analysis,points were proposed as YC's brand positioning.Firstly,the buyer of YC focus disciplined in lives/diet and yet seeking for good taste when eat snacks.Secondly,health was also the target consumer's most important demand,so high quality criteria,for example original materials,should also be focused.Thirdly,there are a group of consumers in target market who is under 24-year old and care more about the popular element,so fashion standard should also be developed.Last but not least,YC needs to make good use of the company's brand aura,because these target people would love to spend more to pursue the inner satisfaction.With the previous brand positioning,marketing mix,which include product strategy,pricing strategy,place strategy and promotion strategy,were proposed.For this paper,two contributions were proposed.On the one hand,some suggestions on designing and adjusting marketing strategies were given,which was useful to increase the market share of the new sub-brand YC of M company.on the other hand,those suggestions also were helpful for other multinational companies like M company in China.