Marketing Strategy for Import Pernond Ricards’ Popular Liquors

• Main Authors: Chen Yuan, 袁真
• Other Authors: Jin Feng Uen
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/77723575327187285992

碩士 === 國立中山大學 === 高階經營碩士班 === 100 === The purpose of this study was to examine the marketing strategy used by Pernond Ricard to promote popular liquors in the low、mid and high price categories。the study divided 9 products into 3 price segments。this research study used individual in-depth interviews in order to understand the marketing strategy and operational practices of the business model。Analyses indicated that their marketing strategy STP and 4Ps，the key elements of their marketing strategy are people、promotion、channel、product and price strategies。 Finally，suggestions for Pernond Ricards’ marketing strategy are as follows： (1) Different price segmentation should be more focused on different target groups。 (2) Must understand the local consumer’s behavior and usage habits in order to satisfy their needs。 (3) Customize their products and services for each individual target customer segment。 Lastly，this research study will propose the marketing strategy and suggestions for future research directions。