Marketing Mix of Wlk
Autor: Adnan • January 1, 2018 • 1,016 Words (5 Pages) • 653 Views
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Based on the market penetration strategy, WLK put a lot of effort to establish catering facilities and building a number of flagship restaurants for maintaining existing sales channels. WLK is increasing their marketing efforts in order to gain a bigger market share for their existing products on the current market.
The fourth of 4Ps of marketing is promotion strategy that aimed at the marketing brand's unique information for catching consumers' attention. Wong Lo Kat promotion strategy is using all kinds of advertising methods, promotions and public relationship activities to strengthen the “a beverage preventing internal heat” brand positioning.
In 2003, WLK spent more than RMB 40 million advertising and stepped up its advestising promotion by investing hugely in CCTV 2004's prime advertisement time. In many Chinese television media, CCTV was the biggest and most influential. By using an appropriate advertising platform, can received very good brand publicity. This was an effective way for WLK to enter consumers' mind and occupy consumers' resources. Moreover, WLK created a good and effective advestment to affect consumers' mind and perception. Its TV advertisetment recreates five daily scenarios where internal heat easily comes, to left a vivid impression of WLK in the mind of the consumers. Wong Lo Kat also in conjunction with establishing new channels, designed a lot of promotional items such as electrontic display screens, lanterns and other practical stuff.
Strategic positioning is a marketing strategy that simultaneously starts from consumer analysis and competition anaysis. The purpose is to examine the consumers and determine the characteristics of the products that enable the most foavourable position of company in relation to the cometition. If company cannot create a good brand positioning, they would difficult to catch consumers' attention. "Wong Lo Kat" as a successful example, their sales soared by a perfect fit between brand positioning accurately and marketing mix- 4Ps.
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