Research on the Market Positioning and Brand Marketing Strategy of Meilifamily Food

Abstract

With the improvement of Chinese people’s living standards, people have taken a strong interest in bread and pastry after meeting the basic conditions of food and clothing. In this market, large bakery companies and small pastry shops began springing up all over the place. However, it is a common problem for every bakery enterprise that how to create a hit among customers and how to make the enterprise gain long-term development. With the experience of brand development of typical bakery companies, this paper takes Jiaxing Meilifamily Food of Zhejiang Province as a case. It analyzes this company's internal and external environment, its development process and strategy.  Specifically, the author investigates Meilifamily Food’s development using the “STV” triangular model (Strategy, Tactic, and Value) as the basic analyzing framework. At first, then the author explores the corporate strategy including market segmentation and positioning; then discusses the tactics with the 4Ps theory (Product, Price, Place, and Promotion); at last, the concept of brand, service, and quality value to the company are deepened. By summarizing the experience and strategy conducive to development from the case of Meilifamily Food, combining it with reality, this paper analyzes how to make the brand of small and medium-sized bakery enterprises bigger and stronger, giving other similar food processing enterprises worthy of reference experience.