Mengniu and Yili have virtually monopolized the traditional Chinese dairy market,while new media marketing and digital strategies have opened up substantial business opportunities for emerging brands.Leveraging a diff...Mengniu and Yili have virtually monopolized the traditional Chinese dairy market,while new media marketing and digital strategies have opened up substantial business opportunities for emerging brands.Leveraging a differentiation strategy,the Adopt A Cow brand has successfully carved out its niche in the market,serving as an exemplary example.However,AY Field,as a self-owned brand by a supplier,faces the challenge of low product awareness among end consumers.This paper primarily concentrates on brand planning for the AY Field milk brand,with a focus on positioning the product for mid-range consumers,including students and office workers.The strategy involves the development of a new logo and packaging design,the selection of sports stars as brand ambassadors,and the implementation of innovative online sales promotions to bolster brand awareness and competitiveness.Research indicates that incorporating raw milk traceability and digital technology to establish a product brand with transparent ranches can significantly enhance AY Field’s competitive edge,facilitating the execution of a differentiated marketing strategy.展开更多
For a considerable duration,the traditional dairy product market in China has been dominated by a dual oligopoly,primarily led by Mengniu and Yili.Regional brands such as Guangming,Junlebao,and Sanyuan have engaged in...For a considerable duration,the traditional dairy product market in China has been dominated by a dual oligopoly,primarily led by Mengniu and Yili.Regional brands such as Guangming,Junlebao,and Sanyuan have engaged in staggered competition,contributing to a pattern of feudal separatism among local brands.AY Group,positioned as a significant independent player in the China dairy industry,has strategically extended its reach downstream in the supply chain,establishing the consumer brand AY Field.Despite possessing a robust advantage in self-owned ranches and delivering high-quality products,AY Field grapples with challenges related to unclear market positioning and low brand awareness among final consumers.This study employs a SWOT analysis to delve into identifying a market positioning strategy that best suits the AY Field brand.The research reveals that the current dynamics of competition in the dairy industry market are predominantly concentrated in the high-end and low-end segments,leaving a noticeable gap in the middle market.Leveraging the natural,high-quality,and competitively priced attributes of AY Field milk,the recommended market position involves supplying ambient liquid milk that aligns with the consumption habits of young individuals and office workers.This strategic positioning aims to offer high-quality products at moderate prices,addressing the specific needs of the identified consumer demographic.展开更多
基金The 2023 Provincial College Student Innovation and Entrepreneurship Training Program Project“Direct Supply of Raw Milk Traceability Industry Chain-A Milk System Platform for School Enterprise Interconnection”(Project number:S202310424306)。
文摘Mengniu and Yili have virtually monopolized the traditional Chinese dairy market,while new media marketing and digital strategies have opened up substantial business opportunities for emerging brands.Leveraging a differentiation strategy,the Adopt A Cow brand has successfully carved out its niche in the market,serving as an exemplary example.However,AY Field,as a self-owned brand by a supplier,faces the challenge of low product awareness among end consumers.This paper primarily concentrates on brand planning for the AY Field milk brand,with a focus on positioning the product for mid-range consumers,including students and office workers.The strategy involves the development of a new logo and packaging design,the selection of sports stars as brand ambassadors,and the implementation of innovative online sales promotions to bolster brand awareness and competitiveness.Research indicates that incorporating raw milk traceability and digital technology to establish a product brand with transparent ranches can significantly enhance AY Field’s competitive edge,facilitating the execution of a differentiated marketing strategy.
基金The 2023 Provincial College Student Innovation and Entrepreneurship Training Program Project“Direct Supply of Raw Milk Traceability Industry Chain-A Milk System Platform for School Enterprise Interconnection”(Project number:S202310424306)。
文摘For a considerable duration,the traditional dairy product market in China has been dominated by a dual oligopoly,primarily led by Mengniu and Yili.Regional brands such as Guangming,Junlebao,and Sanyuan have engaged in staggered competition,contributing to a pattern of feudal separatism among local brands.AY Group,positioned as a significant independent player in the China dairy industry,has strategically extended its reach downstream in the supply chain,establishing the consumer brand AY Field.Despite possessing a robust advantage in self-owned ranches and delivering high-quality products,AY Field grapples with challenges related to unclear market positioning and low brand awareness among final consumers.This study employs a SWOT analysis to delve into identifying a market positioning strategy that best suits the AY Field brand.The research reveals that the current dynamics of competition in the dairy industry market are predominantly concentrated in the high-end and low-end segments,leaving a noticeable gap in the middle market.Leveraging the natural,high-quality,and competitively priced attributes of AY Field milk,the recommended market position involves supplying ambient liquid milk that aligns with the consumption habits of young individuals and office workers.This strategic positioning aims to offer high-quality products at moderate prices,addressing the specific needs of the identified consumer demographic.
