美国MBA课程作业模板参考-MARKETING PLAN OF “JIA DUO BAO”

美国MBA课程essay模板参考-MARKETING PLAN OF “JIA DUO BAO”

 

Abstract：

This paper focus on a market plan of the famous brand “JIA DUO BAO”，in this paper，a analysis of external environment and internal environment are made，which made a detail survey of the market environment have a vital influence and then，some advice are be put forward to make a better market plan to take control of the company’s development and to take a bigger market share in the future economy competition.

Keywords：a market plan、external environment and internal environment、take control of company’s development、a bigger market share、future economy competition。

关键词：市场的计划，外部环境和内部环境，控制公司的发展，更大的市场份额，未来的经济竞争。

 

I. Executive Summary

How the “JIA DUO BAO ”make a wise PLAN to take a big market share.

As we all know that “JIA DUO BAO”is a famous herbal tea in China，and in 2012year which has made a big success just because of “the voice of China”,and just from then on, “Afraid to get angry, drink JDB” has become a Popular slogan between youngers and many other different ages of people.

However, in order to have a clear recognition of “JDB”, first of all, we must to have a glimpse of it’s history and it’s background.

如何“嘉多宝”将采取一个大的市场份额，一个明智的计划。

我们都知道，“加多宝”在中国是一个著名的草药茶，并在2012年取得了很大的成功仅仅是因为“中国”的声音，而正是从那时起，“怕上火，喝加多宝”已经成为年轻人和其他许多不同年龄的人之间的流行的口号。

然而，为了有一个清晰的认识，“加多宝”，首先，我们必须看到它的历史和它的背景。

 

JDB Group is a Hong Kong-based beverage production and sales of large-scale professional enterprise. Currently, its products include red JDB canned, bottled "JDB" and "Kunlun mountains natural mineral water." JDB (China) Beverages Ltd. and innovation, herbal tea industry as a whole new life. Group in 1996 launched the first herbal tea cans with canned red in Guangdong province, and the introduction of new marketing concepts, coupled with constant technological improvements, the product is accepted by consumers. 2005, red canned JDB herbal heritage identified by the Guangdong Provincial Committee, because of "its long history, with plenty of universal value" and as "Guangdong Provincial Food and heritage."加多宝集团是一家以香港为基地的饮料生产及销售为一体的大型专业企业。目前，其产品包括加多宝红色罐装，瓶装“加多宝”和“昆仑山天然雪山矿泉水。”加多宝（中国）饮料有限公司和创新，凉茶行业作为一个全新的生活。集团于1996年推出第一凉茶罐罐头红在广东省，并引进新的营销概念，加上不断的技术改进，产品被消费者所接受。 2005年，加多宝红色罐装草药遗产确定由广东省委员会，由于其悠久的历史，用大量的普遍价值“和”广东省食品文化遗产“。

 

II. Situation Analysis

Section A. The External Environment

The external environment has become more competitive,

   

There is no dout that JDB has win a success in the 2012, and now the external environment has become more and more competitive. JDB has meet many challenges in many aspects. 

 

(A) Analysis of the macroeconomic environment: Social culture.

   In Guangdong province, the traditional herbal heat effect is remarkable, and consumers generally as a "medicine" to take. But “Wong Lo Kat” no matter its odor, color, but als the packaging are very different with the traditional concept of the Guangdong herbal tea. To the consumers, the taste is sweet, which is not the favor of the consumers, while JDB has combine the taste and the packagings, which make consumers to drink herbal tea as a “drink”.

 

B:Political and legal

    (1) 2007 by the State Administration of Quality Supervision, Inspection and Quarantine issued a "national industrial production permit," while the Guangzhou Health Bureau as a food hygiene rating of A-level units.

   (2) 2009 was named the high-tech enterprises, according to the national high-tech-related tax incentives, companies enjoy preferential enterprise income tax.

(3)The first batch of Australian TGA certified pharmaceutical companies.

C：Population Environment

 

In Guangdong province, southern of Zhejiang area especially in summer, Wong Lo Kat increase in sales, due to geographical location causes the hot weather, summer, easy to get angry, workers have used "Wong Lo Kat" to heat, but also in Guangdong, southern Zhejiang densely populated area, there are many younger age groups.

(B） micro-environmental analysis

I

nternal environment of the company

（1）advertising dissemination of accurate, brand communication in place.

（2）business decision-makers have accurate judgment and courageous decision-making power.

 

（3）the company with excellent execution, channel control and strong.

Throughout the entire beverage market, the price gap is not big, the market share battle that is brand awareness of the dispute. JDB want to win in this “Brand War”which was provoked by themself， they must to make their own products be recognition and acceptance by consumer and then have the chance to make their own Brand be re-promotion.

Section B.  Political, Legal, and Regulatory Issues

  

 How the national law of the economic market world.#p#分页标题#e#

A protracted "brand" dispute again "JDB" and "Wong Lo Kat", make the economic environment of 2012 more chill，and it also adding a dash of bright colors to the competitive economic market. 

 

“Wong Lo Kat”herbal tea was invented in 1828, and its font size, formulas, trademarks and related interests has always belonged to Wang Zebang and his descendants. In 1914, Wang Zebang’s three grandchildren has made a separation of the“Wong Lo Kat”, While Wangheng Yu obtained the right to operate in Hong Kong, Wang Hengrui  remained in Guangzhou, sub-production agreement "with each other shall not transgress the range", "Wong Lo Kat" brand ownership Chu at home and abroad demarcation line between begins to form. Hong Kong, a "Wong Lo Kat" has grown, and its owner's granddaughter is now Wangheng Yu Jian instrument. Continent "Wong Lo Kat" destiny more twists and turns. 1956, in charge of the descendants ACTUATORS WangLaoJi herbal tea through public-private partnerships, with the addition of several companies after the merger to wanglaoji joint laboratories. 1966, Wong Lo Kat pharmaceutical completely nationalized, and Wang Zebang descendants irrelevant. For decades, and after some twists and turns, the mainland version of "Wong Lo Kat" interests now vested in GPHL.

 

This background has made the battle of brand more complex，so it is necessary to make a detail analysis of the customer environment。

III. The Customer Environment

  

 To make a analysis of the customer of the market.

   There is a famous words“customer is the god”. It is true to the JDB brand，before 2012，there is a few people know this brand，just because of the “the voice of China”，which not only make the JDB to all the national people，but also make the brand more popular in the world.

Now it is vital to make a detail analysis of the relationship between “the voice of China ”and the “JDB”.

 

As a company，profit is the first task that a market plan must meet.

"JDB and China good voice," adhering to the original "THE VOICE" the original flavor, and accepting the copyright side to send experts to the scene producer. Therefore, the JDB Group teamed up with Zhejiang TV to introduce "THE VOICE" mode, and make a integrate, to put the program more charming, while JDB has make their effort to make a better market plan, which conclude print media, outdoor advertising, radio and online media resources, combined line for tens of thousands of times roadshow to promote "JDB and China good voice"a big success.

As a member of a economic market world, it is not only to have a clear understanding of own, but also to have a glimpse of the rival that “Wong Lo Kat”. #p#分页标题#e#

“Wong Lo Kat” has its own advantage, this is a disadvantage to “JDB”. For example, “Wong Lo Kat” is a old brand, which is have a long history and have a big customer.

 

Wong Lo Kat Herbal Tea has been the most famous brand in as much as it had its beginnings from mid Qin Dynasty and lasted for 175 years in China. 

The brand name enjoys a stellar reputation and appreciation in southern China as the inventor was considered the founder of herbal medicine drinks in the country.

Although “Wong Lo Kat” owe some advantages, but in the economic world, “Marketing is the best way to win ”. The best way that JDB has made is to built the cooperation with The Voice Of China. This

Market plane have a vital influence to both the JDB and The Media. This market plan can be seen it’s good as follows:

Communication objectives:

 

Through the network to promote enhanced viewers and netizens renamed after JDB cognitive convey authentic identity of the origin of the exclusive

Establish a "JDB and China good voice" in the minds of users and consumers, "authentic good herbal tea, authentic good sound" image, a strong exposure to attract Internet users through the media concern "JDB China good voice" and to participate in activities, consolidate and JDB enhance consumer brand awareness.

 

Target audience:

The people who Concern "JDB China good voice," television viewers and netizens

Communication Strategy:

 

A core message, two marketing channels, three interactive activities

A core message: the national sales leader red tank renamed JDB herbal tea

Around this core information, media promotion, interactive activities and content marketing repeatedly stressed, strengthen memory. With the impact of programs and activities with, so this information is sufficient to form the audience awareness.

Two marketing channels: a program to expand its own marketing channels and activities of promotion channels.

 

With the program's own marketing channels, the protection JDB title sponsorship rights, directly related to the program on the platform fully reflect the title placeholder identity, with its own programs and activities to expand the brand influence cognition.

 

Expand channels for the moving platform drainage, select the program high degree of concern crowd channels, through the impact of population expansion activities to attract more popular.

 

IV. Internal (Organizational) Environment

   To make a detail analysis of the “JIADUO BAO”and put forward some advices of economy policy.#p#分页标题#e#

   

Wong Lo Kat brand has become famous because of JDB, which shows JDB's marketing capabilities. JDB has the ability to make WangLaoJi as a famous brand, and also have the ability to break away from the wanglaoji brands, and recreating a new brand to replace Wong Lo Kat. 

 

If JDB have this ability or not , we can have a glimpse from the battle of lawsuit between the JDB and Wong Lo Kat with the two sides. The war between JDB with Wong Lo Kat, as a matter of fact, had already decided a winner from the start of the war that JDB must be the final winner. 

 

When the market is overwhelming ad of JDB,  while Wong Lo Kat have do nothing to make the situation better to themselves. When JDB herbal tea has spread to supermarkets, restaurants and other terminal, Wong Lo Kat herbal tea like a daughter to marry, despite the thunderous drums outside, but the delay is not willing to show up. 

 

Finally, when Wong Lo Kat take some measures want to make the situation better, it put a bunch of "sister" and what wanglaoji COOL BEAN, which will only to discourage consumers. So, in this war, the JDB is how to do it? I briefly analyzed below: to take advantage of strength and to win a large market share.

IIV. how to take advantage of strength and take control of the competitive environment.

  

 First, market positioning

     JDB create its own marketing planning “JDB herbal tea for a precise”, clear positioning: Authentic herbal leader - JDB. Herbal tea with authentic positioning and to title "China good voice," JDB also to the outside of a fancy concept of the show's authentic.

     

In order to effectively block the original Wong Lo Kat brand, with such a slogan "national sales leader red cans herbal tea, renamed JDB, or the original taste, or the original recipe," and use the original wanglaoji advertising similar scenes pictures , trying to make consumers believe that the original Wong Lo Kat herbal tea has been renamed Wong Lo Kat herbal tea a JDB JDB herbal tea herbal tea is authentic representatives. Through this strategy, trying to retain the original for the Wong Lo Kat brand painstakingly accumulated under the old customers.

     

Then changed its name through advertising, showing the JDB Group has grown from the original play "Sadness card" come today with "Wong Lo Kat" a complete break. JDB is a step by step to seize the initiative, in contrast, Guangzhou Pharmaceutical wanglaoji big health industry for the production line of the company is still disturbing.

Second, the brand communication

     

JDB has invest 60,000,000 heavily gamble in"China good voice," and win at last. The success of "China good voice" ，not only in numerous TV, it makes Zhejiang TV quickly come to the first TV media, and make Hunan Satellite TV, Jiangsu TV awkward; also let JDB's name along with spread. #p#分页标题#e#

   

To title "China good sound" is just a small section of JDB’s brand communication strategy. Take a little attention, we will find the title JDB almost all domestic well-known TV variety show. Some people even find that some second and third cities in television programs, JDB also had the title.

   

In addition to the title outside of television programs, television commercials JDB have a overwhelming victory. JDB appears to be under the "original capital" quickly started to make JDB herbal tea market. 

Third, the channel coverage

     

Advertising has a "terminal for enhancing the principle" that speaks not only to the big brand advertising media platform exposure, but also in sales terminals continue to appear, in order to deepen the impression of consumer psychology. JDB understands this truth. Almost anywhere you go, you will see JDB herbal tea sales, there JDB herbal tea ad. The ability of the terminal cover, is the other FMCG brands can not be surpassed.

     

I also find some information online, I learned there is a huge JDB channel team, these channels have sales targets to not only the assessment, there are terminal publicity assessment. Posted each day how many promotional materials, are a clear quantity requirements. It is by such a strong execution, we see only the overwhelming JDB herbal tea ad.

     

A simple analysis, the JDB first have a clear market positioning, and then spread through the brand and channel coverage, JDB herbal tea brand will spread out. Use may be the easiest marketing sense, but precisely because of its strong execution, to protect the roots of marketing strategy. That is why JDB have such a big success in this competitive market, because the JDB has a Market Plan team to promote their product more recognition。

 

The forth campaign, 

   JDB is good at using the power of public opinion and consumer power. On the “birth mother and adoptive mother” matters, people generally tend compassion to the “adoptive mother”, JDB take advantage of this chance to explain the situation to win the loyal consumers support,  and with more incentive policies to get the development of co-bundled products marketing. However, Who occupy the high end of the war of public opinion, and who will win in the end.

 

The fifth, attach great importance to consumers, attention terminals and channels.

Ads have benefit and disadvantages, if the consumers and channel partners aside, waiting for their natural selection, rather than an effective guide and combined their forces, in fact, put themselves and their opponents on the starting line, there is no good use of the original own resources and strengths. #p#分页标题#e#

 

TV commercials is generous, if networks are extremely dilute media reported, and did not see to the end consumer promotion and interpretation of the figure, there is no way for JDB to alive.

 

Even operators also thought himself entered into the fake wanglaoji. Aside any consumer product sales will not be good, there is no system to do marketing, channel marketing and terminal products will not have a very good record. If you just rely on television advertising driven, rather than a full range of three-dimensional marketing, sees himself as a glorious past to challenge the new self, rather than continue to be effective, to distinguish between a blue-green rather than blue, JDB this time performance is not perfect. 

 

To get consumers have channels for the king, which is marketing the moment of truth. When you can get a baby from infancy rapid growth for the Giants, who also lost in the moment as lofty towers collapsed. If this time JDB can withstand the test of the market again and again, then JDB will be the real king. Causal factors can be accounted for more than half in one victory, to win again must bound to the king of the road.

 

Conclusion:

JDB is added marketing strength to conquer the consumer product quality, training and changed consumer’s habits. Even though in this changing situation around the product itself, it must seize loyal customers and channel operators, with their one win the marketing war. From a marketing person's intuition will feel grafting was somewhat abrupt switch, because the past does not establish JDB Wanglaoji valid connection between the contrary, it will make people feel there are a lot of suspense. 

    Quickly find answers from other media, in many rapidly changing situation on the JDB marketing. In the end JDB have win in the “Brand battle ” and create a new brand which is now popular among the Chinese.                                                     Simply try to strengthen the advertising bombardment, ignoring the channel, terminal and consumers, but also neglected to establish a core element of product differentiation. This is not wise, so the JDB has adjust their marketing plan which will make a big success once more.

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