| According to the Beverage Satisfaction Survey in 2016,the score of functional beverage consumer satisfaction exceeds 80 points.Health,individualization and functionalization will become the mainstream demand of future consumers.With the outbreak of the "Red Bull" trademark dispute in 2017,the domestic functional beverage market has entered a chaotic era of hegemony.The phenomenon of homogenization is serious in the market,many brands invest large but produce small.KLB,as a well-known international functional beverage brand which entered the Chinese market at the same time,has a strong strength.However,only one year later,many problems such as low brand recognition,overstock of second-hand goods,slow marketing and so on have arisen.The development of KLB has fallen into a dilemma.The reasons can be summarized as strategy,evaluation and management.Starting from the present situation of KLB brand,this paper takes brand life cycle theory,brand positioning theory,brand promotion "trinity" as the theoretical basis,and through the application of literature research,SWOT analysis,Market Research and qualitative and quantitative analysis,formulates a conservative and stable adjustment strategy for KLB brand in the introduction period.Firstly,through the adjustment of brand positioning,brand core identification system is established to ensure brand differentiation and prominence;secondly,brand promotion scheme is designed according to brand positioning,which includes four modules: brand communication,channel promotion,consumer cultivation and regional promotion scheme to solve the current promotion problems.Thirdly,the evaluation model is established to ensure the scientific nature of the strategy.Finally,the implementation management system is established to ensure the "landing" of the strategy implementation.Through research,help KLB brand enhance brand recognition and popularity,get out of the difficult position,and stabilize the market. |
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