Research On Marketing Strategy Optimization Of J Dairy Company’ Low-Temperature Milk

With the development of the domestic economy and the improvement of public health awareness,the domestic dairy industry has ushered in a boom in production and sales.Dairy companies have ushered in opportunities and are also faced with the challenge of increasingly fierce competition in the room temperature milk market,which is close to saturation.Numerous dairy companies are deploying the low-temperature milk market,which will be targeted by future consumption trends.In this context,as a regional dairy enterprise established in the north,Enterprise J has also developed low-temperature milk products with strategic significance,and hopes to exploit the East China market with low-temperature milk.This product has an innovative production process and nutrient content higher than the industry average.The product has entered the market for three years,and the market share is still far from the first echelon of the industry.The enterprise takes the increase of sales and market share as the development goal in the next two years,so it is urgent to formulate more efficient marketing strategies.This paper uses the analysis model to judge the marketing macro environment and industry competition environment of low-temperature milk.Through collecting market data,visiting and observing market terminals,conducting consumer research,it analyzes and concludes that there are problems in J Dairy Company ’s low-temperature milk,such as single product,unmatched channel selection and consumer spending habits,low publicity and promotion efficiency,weak attraction of promotional activities,and low brand awareness of products.The main reasons that the market segmentation and market positioning are not accurate enough,and the marketing strategy combination did not fully match the market.Following the three steps of STP theory,this paper re-determined that the target market is mainly young and middle-aged people in the first tier and new first tier cities.They have the common demand for nutrition intake,and also have the different demand for drinking enjoyment by mixing drinks with milk(coffee or tea).From this,it is determined that the marketing strategy direction is to publicize the selling points of product functions and at the same time magnify the taste advantage of the product,so as to create a difference competition label that is easily perceived by consumers.Finally,combined with the situation of the target market,the 4P marketing theory framework is used to re optimize the product strategy,price strategy,promotion strategy and channel strategy.This paper combines the relevant marketing theories with the actual situation and characteristics of J Dairy Company,and proposes a marketing optimization plan for low-temperature milk.On the one hand,it is intended to help J Dairy Company improve its competitiveness in the market and obtain better sales performance;On the other hand,it is hoped that the research data and views of this paper can provide reference for other researchers or similar enterprises in the industry.