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Wahaha Company was exist as a fruit based beverage market and moved into milk market. During its growth, they wanted to enter into cola market and established their wide distribution network among other places. It was a big challenge to them because they need to face the rival wars between 2 giant cola company- the Coca Cola & Pepsi Co.
EXTERNAL PROBLEM USING T.O.W.S THREATS -Marketing strategy of competitors -Distribution system for other places -Decrease in Sales
OPPORTUNITIES - Recognition not only in China but also in Other Places. -Developing the market (developed distribution) -Increase in sales
WEAKNESSES - well-known competitors -Strategy of distribution in products -Concentrates it sales in china’s villages STRENGTHS -Increasing sales in China -Dodging strategy -Using famous strategy to their advertisements
ALTERNATIVE COURSES OF ACTION (ACA) present Increasing budget allocation Target market in other places will be aware into Wahaha products 2. Developing Advertisement & Distribution of products into other places present Higher advertisement budget Creating product line acceptance to other target markets Advertising department 1. Making an advertisement that not only Chinese citizen can relate. TARGET DATE CONS PROS RESPONSIBLE PERSON PLAN/ STRATEGY
What market should Wahaha target in the midst of the two global giants?
-It should be the Cola Market
2. What advertising objectives should Wahaha set for its future Cola? At first Wahaha Company should set Advertising objective that can built primary demand, obviously it should be Informative. Second, when the FUTURE COLA builds a selective demand it should be persuasive. They have to tell to the consumer that the product they are serving is better than the competitive brand .
3. What message strategy and message execution recommendations would you make for Wahaha’s bottled water versus for Coca Cola and Pepsi Co? Promote bottled water as China’s own product (never mind the foreign investment) and encourage consumers to support the nation by selecting Wahaha over foreign competitors
4. What sales promotion and public relations recommendations would you make for coke in the Chinese village markets? Serving the customers a best product at a low price. The company frequently uses celebrities to promote its products. In the field of sports, they can sponsor some team athletes and they will promote the product to the sports audience .