Research on Positioning Strategy of Herbal Tea Brands
|School||Central South University for Nationalities|
|Keywords||Positioning Strategy Brand positioning Marketing mix|
Followed along with our country’s reformation and opening-up, the domenstic beverage industries entered a new period of development, and beverage market also enterd an unprecedented boom period. Since China entered World Trade Organization (WTO), international beverage tycoon enterd domestic market in China one after another, therefore, each domestic beverage manufacturer faced with chance and challenge come from various aspects, and the competition between beverage brands became increasingly drastic. How to pinpoint the market position of brand, ascertain competitive advantages of brand, and formulate relevant marketing strategy is the problem each domestic beverage manufacturer should take into account.Fristly, by researching the positioning theory originated by Al Ries and Jack Trout, this paper generalizes the basic framework of positioning theory, which includes theoretic presumption, positioning strategy and the relation between positioning and marketing mix. The theoretic framework not only explains the theoretic character of brand positioning from the aspect of social environment, affecting mechanisms and theoretic base, but also brings up the thought method of positioning from the aspect of methodology, tactics and strategy. Adding to the Organic Integration of positioning and marketing mix, it comes from a suit of integrated solving scheme in practice.Secondly, this paper has a systematic analysis on outside marco-environment of herbal tea beverage industry and major competitors of brands inside the herbal tea market.Then, based on the theoretic framework, this paper takes WONG LO KAT herbal tea as an example, and researches the strategy on brand positioning and relevant marketing mix of it. Through analysis on the prevenient sense of WONG LO KAT herbal tea, it was positioned the beverage that can prevent excessive internal heat in body, a new category divided from the beverage market. Through simplifying communication of advertising discourse“fear about excessive internal heat in body, please drink WONG LO KAT”, it occupies the position of“prevent excessive internal heat in body”in comsumers’brain, and the process of brand positioning of it in comsumers’brain was finished. Based on this positioning strategy, WONG LO KAT reasonably organised and arranged its product strategy, price strategy, distribution strategy and promotion strategy, which not only served for and further consolidated the position of preventing excessive internal heat in body, but also elevated the value of brand.Lastly, this paper gives relevant suggestions on these herbal teas’s brand positioning. On the way of entering international market, WONG LO KAT not only should persist in positioning of“prevent excessive internal heat in body”, but also need to spread China as the country of herbal tea and use the region sense resources of“Chinese herbal tea”to open the international market. Likewise, other domestic brands on herbal teas such as HE QI ZHENG, SHUN PAI and so on want to grab the position of“the second brand on herbal teas”should learn the lessons from successful positioning of WONG LO KAT, and find out own position, and then adjust their product strategies, price strategies, distribution strategies and promotion strategies to fit their position.