Beverage Industry Marketing Key: Accurate Positioning

Accurate positioning is the basic point and key point for good marketing. Competition in the beverage industry is fierce and brand positioning is particularly important.

Plant functional beverages representatives now <br> role <br> ordinary water drinks, carbonated drinks and tea drinks and other beverage products and future direction of consumer demand is mainly to quench their thirst, consumers have been increasingly unable to meet the deeper needs. The functional beverages of plants, with their natural, green and healthy products, not only have a thirst-quenching effect, but also bring practical benefits and efficacy to the health of consumers, representing the current and future needs of consumers for beverage products.

Plant functional beverage products mainly include the following major categories: (1) Men's anti-fatigue and rejuvenating functional plant-based beverage products; (2) Women's beauty, beauty, and weight-loss plant functional beverage products; (3) Cataclysm Functional beverage products for plants; (IV) Functional beverage products for lowering blood lipids, lowering blood pressure, and hypoglycemic effects in middle-aged and elderly; (5) Functional beverage products for children growing up in children; (6) Functional beverages for healthy stomach and digestion Products; (7) calcium-based plant functional beverage products; (8) brain-type functional beverage products, etc. Among them, we all know that the functional beverage brands such as Wong Lo Kat herbal tea beverages and six walnut brain beverages have achieved very good market performance.

Just have a good product can not be very much bigger market size <br> <br> already on the market in sales and production preparation plant functional beverage products are now food companies. Almost every company's plant functional beverage products have their own unique technologies and formulas, and the product quality is very good, and some have also applied for patents. However, why are most brands of plant functional beverage products not strong enough to make sales of products, and many ordinary carbonated beverages and water and beverage companies can be made national or even world-renowned brands? The core reason is that many domestic plant functional beverage companies are willing to invest in plant construction and equipment introduction, but they have not done professional brand planning, product planning, marketing planning and sales planning before the market launch, resulting in many good quality products. Functional and functional plant functional beverage products are not sold on the market. It can be seen that in the face of fierce market competition, only good products are far from enough. Professional consumer demand market research and integrated marketing planning are prerequisites for the successful marketing of plant functionalities.

Wong Lo Kat herbal tea as accurate brand positioning and brand achievements of the first <br> <br> Here we include everybody knows the plant functional beverages brand success stories more telling. Wang Laoji was originally a regional herbal tea beverage brand in Guangdong and he succeeded in repositioning the brand. The annual sales of Wong Lo Kat herbal tea beverage in the Chinese market has surpassed all other canned beverage brands (including Coca-Cola) and has become the first pot of Chinese beverages.

Everyone knows that the brand positioning of Wanglaoji herbal tea beverage is “going to the fire” and the brand’s slogan is “fear of getting angry and drinking Wanglaoji”. When a consumer wants to drink a refreshing drink, he first thinks about the brand Wang Lao Ji. Wang Laoji is to subdivide and differentiate the beverage market through precise brand positioning. He firmly occupies the first brand of the detoxified beverage in the target consumer’s mental resources. The position, and then through the system, professional integrated marketing planning and brand communication, quickly increased brand awareness and product sales, and ultimately become the first brand of herbal tea beverage market.

In the next decade, there will also be a national brand of functional beverages. With the improvement of living standards, everyone will pay more and more attention to their own health. The purpose of consumers to drink beverages in addition to understanding thirst, but also hope to bring good health benefits. Consumers not only need to drink water drinks, tea drinks, juice drinks, but also want to drink natural, green and healthy plant functional beverages. At present, there is still a lack of well-known brands of plant functional beverages for different genders, different ages, and different income groups. The corresponding demand for such beverage products is huge consumer demand and market expansion. Beijing Precision Planning With eighteen years of professional experience in marketing and planning in the food industry, we believe that in the next decade or so, there will be several national brands in the plant functional beverage market with sales exceeding one billion yuan.

Plant functional beverages bigger brand and product sales of the top ten key elements of marketing planning <br> <br> plant functional beverages brand bigger and ten key marketing and product sales planning elements are: a, first for their own Products to do professional market research; Second, clearly define the core consumer groups of enterprise products; Third, establish accurate brand positioning for their own products; Fourth, good brand name and logo design is the beginning of successful marketing; Fifth, preemptive to corporate products Formulate leader's marketing standards; 6. Classic slogans can effectively stimulate consumers' purchase desires; VII. Product packaging design should have brand strategy guidance; VIII. Establish brand and increase product sales at product sales terminal; The media successfully planned the products for investment; X. Established a sales management and sales force training system for its own food companies. The ten key marketing planning elements of the Plant Functional Beverage Big Brand and product sales boil down to the following: “Botanical Functional Beverage Products must lead the competition at every key point in marketing planning”. Only in this way can the company reduce the investment in marketing costs of products, minimize the marketing risks, and quickly increase the brand and sales of plant functional beverages in a short period of time.