Research On The Marketing Strategy Of C Company's Roxburghii Juic

As the development of economy and the obvious increase of income,natural nutrition from food that have the effect of health caring and anti-aging are valued by customers.In recent year,rosa roxburghii concentrated juice that contains rich Vitamins and anti-aging nutrient element,gained huge popularity among customers.Nevertheless,due to the economic slowdown and the significant impact of Covid-19,during the past 2 years,typical purchase scenarios of rosa roxburghii concentrated juice reduced apparently.Moreover,the competition in health beverage industry is fierce,customers attention are easily to be distracted by all kinds of new brands and products.C company,as an enterprise who focus on the production and sales of rosa roxburghii concentrated juice,is now confronting huge challenges.This research focus on the marketing situation and marketing environment of company C,main problems have been found: from the marketing side: 1)fierce competition in health beverage industry;2)lack of brand building;3)insufficient capacity and 4)lack of product innovation need to be focused,as to sales strategy: 1)insufficient price advantage,2)fierce competition on price with competitors,in terms of channel management,promotion strategy of direct channels are outdated.In view of the above problems,this paper proposed the following suggestions on optimization: 1)product could be optimized from four aspects: focusing on star items,upgrading packaging,paying attention on product research and innovation,and improving brand image;2)in terms of pricing strategy,the price difference of different grades need to be standardize strictly,and the whole price system need to be managed under the commonly used standard;3)the channel strategy should be optimized by strengthening the management of dealers and optimizing online and offline sales channels,moreover,group purchasing channel deserves to be developed and maintained;4)as to sales strategy,a social media matrix that could communicate with customers efficiently is a must,where C company could strengthen word-of-mouth marketing.The last but not the least,the efficient regulation,organization,product quality and excellent talent team need to be established to ensure the final implementation of marketing strategy.The research in this paper propose targeted solutions for the problems in the marketing process of C company’s rosa roxburghii concentrated juice,author hopes that the findings could help C company’s improve its competitiveness and have further development on the way of becoming the bellwether of strong enterprise in Guizhou Province,drive the development of Guizhou’s rosa roxburghii industry,meanwhile,this research expand the case for the domestic rosa roxburghii production and marketing enterprises.