Research On The Optimization Of Condiment Marketing Strategy Of Y Company

The increase in China’s national income has driven the transformation and upgrading of food consumption.Nowadays,compared with food taste,people pay more attention to health and safety.As an important raw material in food production,the development of condiments is facing opportunities and challenges.Due to the low barriers to entry in the condiment industry,a variety of homogenized products continue to emerge in the market.Small and medium-sized enterprises that focus on offline sales of traditional condiments,such as Company Y,are gradually losing their competitiveness.However,based on brand advantages,leading condiment companies have adopted new sales models such as online marketing,and have achieved double growth in product sales and word-of-mouth.The traditional small and medium-sized condiment companies represented by Y Company are still sticking to the rules,their market share is decreasing year by year,and the customer base is seriously lost.Therefore,only by changing the marketing concept,they can seize the opportunities for industry development.Based on the marketing field of Y Company’s condiments,the internal environment of Y company was firstly discussed in this paper by analyzing brand layout,and then analyzes the external environment of the condiment industry through PEST analysis model.Finally,the advantages,disadvantages,opportunities and threats of Y Company’s condiments are identified by SWOT analysis.Based on internal and external environment analysis,we have a preliminary understanding of the condiment marketing strategy of Y Company.Then,based on the 6P theory,we designed a questionnaire survey to collect information and found that the current marketing strategy of Y Company has some problems,there are insufficient product strength,chaotic pricing,unreasonable promotion plans,single sales channels,insufficient public relations maintenance,and industry norm recognition.On this basis,the optimization plan of Y company’s seasoning marketing strategy is proposed.Y company was encouraged to carry out a related research and development of compound condiments and high-end condiments and take a new pricing strategy.It also needs to build an online sales platform so as to get an useful combination of online and offline channels.In terms of promotions,the improvement of the effectiveness and attractiveness of promotional activities.In terms of public relations,Y company will expand communication channels and improve service systems.In terms of industry norm cognition,improve the awareness of industry norms of enterprise employees.In addition,it also puts forward safeguard measures including project fund guarantee,project technology guarantee,human resource guarantee,organizational structure guarantee and other processes.The research and optimization of Y company’s seasoning marketing strategy in this paper not only has guiding significance for Y company’s own seasoning marketing and development,but also has certain reference value for companies that have similar problems with Y company.