Transcript File - Introduction

MARKETING MIX OF BEIBINGYANG DRINK
NAME: MA (MAIRLEN) CHAOYUE
CLASS: G113
INTRODUCTION
Key parties: Beibingyang Company
Consumer
Main issues: back from the dead
The Arctic Ocean soda and orange juice
PROBLEM
Beibingyang was first founded in China in 1936. At that time, it
soon became the most popular drink in Beijing. After
beibingyang have copartership with Pepsi Co in 1990s, and it
soon withdrew from the market. After about 15 years, in 2012,
it returns to the China.
SOLUTION
Beibingyang needs to have a full knowledge of their
products and their positioning, learn from past failures
and be prepared to satisfy the increased demands of
consumers. For Beibingyang drink, it must combines old
products and new features and new packaging in order
to fit the market needs, and adopt innovative ideas and
marketing.
Competitor – coca-cola
The Coca-Cola Company was first established in 1886
by Dr John Styth Pemberton. It is one of the most
widely soft drink brands in the world. The company
has very efficient and extensive distribution system.
You can find the Coca-cola soft drinks anywhere in
every country of the world. The place and distribution
strategies are “concerned with making products to all
consumers globally” (Coca-Cola Company, 2006)
COMPARE BEIBINGYANG VS COCA-COLA
Brand
Beibingyang
Coca-Cola
Strength
It has significant history and recently
Sell the product to all customers globally
back to market after 15 years
Weakness
Price is higher than it used to be and
Has with its bottlers is under constant
must give back to the bottle after
negotiations
finishing drinking
Opportunity
Many young people are interest in it
adding new taste of the coke
Thread
Other drink brands
Other drink brands
Product
Local brand
Global brand
Place
Only in some market or alleyways
variety of distributors, retail stores, gas
stations and convenient stores
Price
Promotion
Price is different in different place, but
Price vary according to the brand and the
expensive than a can of Coca Cola
size in which they come in
Advertisements
external environmental factors
REFERENCE LIST
Chen D., Back from the dead, Global Times (2011) Global Times [online].Available at:
http://www.globaltimes.cn/NEWS/tabid/99/ID/687545/Back-from-the-dead.aspx [Accessed 29
May 2012]
Coca-Cola’s Marketing Mix (2009) Hubpages [online]. Available at:
http://bilaras.hubpages.com/hub/Coca-Cola-0 [Accessed 17 June 2012]
Coca-Cola Marketing Mix (2010) Available at: http://www.docin.com/p-108779446.html
[Accessed 17 June 2012]
James A, the Arctic Ocean soda and orange juice Amazines [Online] Available at:
http://www.amazines.com/Travel_and_Tourism/article_detail.cfm/2747438?articleid=2747438
[Accessed 17 June 2012]
Old local soda brand returns (2011) Available at:
http://www.globaltimes.cn/beijing/business/2011-03/617880.html [Accessed 29 May 2012]