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Marketing mix of Beibingyang drink

Explore Beibingyang's journey back from the dead, its partnership with Pepsi, and its strategies to meet consumer demands. Compare with Coca-Cola to understand market positioning and distribution systems.

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Marketing mix of Beibingyang drink

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  1. Marketing mix of Beibingyang drink Name: Ma (Mairlen) Chaoyue Class: G113

  2. Introduction • Key parties: Beibingyang Company • Consumer • Main issues: back from the dead • The Arctic Ocean soda and orange juice

  3. Problem • Beibingyang was first founded in China in 1936. At that time, it soon became the most popular drink in Beijing.After beibingyang have copartership with Pepsi Co in 1990s, and it soon withdrew from the market. After about 15 years, in 2012, it returns to the China.

  4. solution • Beibingyang needs to have a full knowledge of their products and their positioning, learn from past failures and be prepared to satisfy the increased demands of consumers. For Beibingyang drink, it must combines old products and new features and new packaging in order to fit the market needs, and adopt innovative ideas and marketing.

  5. Competitor – coca-cola • The Coca-Cola Company was first established in 1886 by Dr John Styth Pemberton. It is one of the most widely soft drink brands in the world. The company has very efficient and extensive distribution system. You can find the Coca-cola soft drinks anywhere in every country of the world. The place and distribution strategies are “concerned with making products to all consumers globally” (Coca-Cola Company, 2006)

  6. Compare BeibingyangvsCoca-cola

  7. Reference list • Chen D., Back from the dead, Global Times (2011) Global Times [online].Available at: • http://www.globaltimes.cn/NEWS/tabid/99/ID/687545/Back-from-the-dead.aspx [Accessed 29 May 2012]  • Coca-Cola’s Marketing Mix (2009) Hubpages [online]. Available at: • http://bilaras.hubpages.com/hub/Coca-Cola-0 [Accessed 17 June 2012] • Coca-Cola Marketing Mix (2010) Available at: http://www.docin.com/p-108779446.html [Accessed 17 June 2012] • James A, the Arctic Ocean soda and orange juice Amazines [Online] Available at: • http://www.amazines.com/Travel_and_Tourism/article_detail.cfm/2747438?articleid=2747438 [Accessed 17 June 2012] • Old local soda brand returns (2011) Available at: http://www.globaltimes.cn/beijing/business/2011-03/617880.html [Accessed 29 May 2012]

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