MARKETING MIX OF BEIBINGYANG DRINK NAME: MA (MAIRLEN) CHAOYUE CLASS: G113

INTRODUCTION Key parties: Beibingyang Company Consumer Main issues: back from the dead The Arctic Ocean soda and orange juice

PROBLEM Beibingyang was first founded in China in 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.

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.

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)

COMPARE BEIBINGYANG VS COCA-COLA BrandBeibingyangCoca-Cola Strength It has significant history and recently back to market after 15 years Sell the product to all customers globally Weakness Price is higher than it used to be and must give back to the bottle after finishing drinking Has with its bottlers is under constant negotiations OpportunityMany young people are interest in it adding new taste of the coke ThreadOther drink brands ProductLocal brandGlobal brand PlaceOnly in some market or alleyways variety of distributors, retail stores, gas stations and convenient stores Price Price is different in different place, but expensive than a can of Coca Cola Price vary according to the brand and the size in which they come in PromotionAdvertisementsexternal environmental factors

REFERENCE LIST Chen D., Back from the dead, Global Times (2011) Global Times [online].Available at: [Accessed 29 May 2012] Coca-Cola’s Marketing Mix (2009) Hubpages [online]. Available at: [Accessed 17 June 2012] Coca-Cola Marketing Mix (2010) Available at: [Accessed 17 June 2012] James A, the Arctic Ocean soda and orange juice Amazines [Online] Available at: [Accessed 17 June 2012] Old local soda brand returns (2011) Available at: [Accessed 29 May 2012]