How Does Genki Forest Manage to Stand Out in the Beverage Industry?

Guanjie Gao ()
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Guanjie Gao: Shandong Agricultural University, College of International Exchange

A chapter in Proceedings of the 2022 2nd International Conference on Financial Management and Economic Transition (FMET 2022), 2023, pp 299-305 from Springer

Abstract: Abstract With the advent of the mobile Internet era, new concepts, theories and methods are constantly emerging compared to the previous marketing environment, making marketing in the whole market increasingly complex. We can see that the traditional marketing concepts continue to fail, which has caused anxiety and exploration of all parties in the marketing chain. In the beverage industry, both categories and brands are undergoing reshuffling. Only by quickly adapting to the times and embracing change can brands occupy their market share in a market environment that is undergoing significant change. This paper takes the marketing strategy of Genki Forest (Beijing) Food Technology Group Co., Ltd. as the object of research, and uses three theoretical tools including PEST theory, STP theory and 4P marketing theory, which are used to analyze the macro environment of Genki Forest, the positioning and selection of market segments and the marketing strategy. In this paper, how Genki Forest can stand out in the beverage industry with a novel concept, clear positioning, extensive marketing, and the usage of Internet thinking will be explored. This paper using Internet thinking, is the main question that we want to explore in this paper.

Keywords: Genki Forest; marketing strategy; sugar-free drinks (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-054-1_34

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DOI: 10.2991/978-94-6463-054-1_34

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