| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 91 === While the awakening to the health affair is reinforcing, the benefit to human body of drinking yogurt is valued more than before. There are lots of companies, therefore, are expected the market to rise. But how do the marketers grasp the characteristics of consumers’ need in such a competitive market environment? How do the marketers build up their own competitiveness? This study took the drinking yogurt market as the target object and was aimed to build the framework of drinking yogurt markets’ marketing strategic plan in order to understand the consumer behavior and the competing situation of each brand and then draft a complete marketing strategy.
The subjects of this study included customer analysis and competition analysis. Customer analysis is what we did from the market demand side; we analyzed the buying situation, the buying profile, unmeet demand…etc. And competition analysis aims to identify the target competitor, key success factors, competitive advantages, competitive strategies and the situation of competitive substitution.
We found there were two target markets of the drinking yogurt market, which were innovative responsibility style and quality respected style. And the age distribution deviated to the age group 10 to 29; education level was mainly fell in high school and collage degree; living area was located to “Taipei area”, “Other northern area”, “Other middle area” and “Kaohsiung area”. The drinking timing was selected as “after-meal”, “During reading and work”, “having meals” and “whenever I want”. And result of types of channel was “Supermarkets”, “Bakery stores” and “Convenient stores”. Preferred flavor showed that “Plain” and “Less sweet” were more popular. And “Price decrease” and “Sweetness reduce” were those unmeet demands. The main media channels were “TV”, “Magazine”, “Newspaper” and “Advertising-in-bus”.
We suggested that the marketers should adopt these attributes, such as non-income appeal, low fat low caloric, reliable product quality, good tasting, low pricing and changeable flavors. As the result of competition analysis showed Kuangchuan was grouped with the ideal point which made the first group, also called the ideal group. And the strongest competitive threat for Uni-Present, Wei-chuan, Heysong, Yoplait and Friesland was all Kuangchuan, and the strongest competitor of Kuangchuan was Wei-chuan. The strongest indirect substitute threat of drinking yogurt was milk.
Key Words: Marketing Strategy Planning; Consumer Behavior; Competition Analysis
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