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字数：300 满分：100分
词汇重复过多
As the advancement of society changes the income level of consumers and life style, people are seeking a better life not only on material aspects. The trend is also shown on their attitudes towards the soft drinks. Soft drink, fast food, hours of computer games and television viewing are common features among today’s youth. Nowadays, as the products with only good taste cannot satisfy the need of consumers, most consumers are looking for the products with special features and functions which are healthier. Furthermore, in the big market with several regions, consumers develop their own dietary habits and consume behaviors. So it is unreasonable to consider them as a total group. In the fierce competitive market, the companies lack the proper positioning for their products with less experience. Therefore, the companies cannot find the suitable marketing strategies to promote their products. So it is necessary and significant to find the right position in the market. This paper will analyze these issues through the case of the proper brand positioning of Wong Lo Kat Herbal Tea. It will state the soft drinks market and attitudes of consumers. Then the paper will reveal the importance of different brand positioning in marketing by the detail analysis of positioning from STP —segmenting, targeting, positioning. In this part some successful cases of positioning will be used to demonstrate the point. In next part, it will state the marketing strategies of Wong Lo Kat. Finally, the paper will find the reasons which lead to the success of Wong Lo Kat and make suggestions to the China’s soft drinks market. In recent years, especially after 21st century, the economy of China develops rapidly. Many enterprises both in domestic and foreign countries regard China as a potential market. Thus, it is beneficial for enterprises to enter the China’s market successfully. The paper aims to analyze the reasons of Wong Lo Kat’s success and summarize some methods. The author wishes it could help soft drinks market to find a right develop direction and achieves the marketing goals in China.
