The Comparative Study of Marketing Strategy for Vegetable Juice Beverage Industry in Taiwan – An Example of AGV and Bomy Company

• Main Authors: HSU CHUNG-TIEN, 許忠田
• Other Authors: Shin_Hui Lo
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/55649865410030110274

碩士 === 大葉大學 === 事業經營研究所碩士在職專班 === 96 === The Comparative Study of Marketing Strategy for The Vegetable Juice Beverage Industry in Taiwan – An Example of AGV and Bomy Company. Student：Chung-Tien Hsu Advisor: Prof . Shin-Hui Lo D a – Y e h U n i v e r s i t y ABSTRACT The objective of this comparative study is to investigate the effectiveness of mar-keting strategy for the fruit and vegetable juice industry in Taiwan. By using the analy-sis of the current market trend coupled with the different marketing strategies used, the study is expected to provide other fruit and vegetable juice enterprises with reference material that allows for better decision making in the aspect of marketing strategy. The case study probes into the two market leaders, Bomy Foodstuff Co., Ltd (Bomy) and AGV Products Corp. (AGV), of the fruit and vegetable juice industry in Taiwan by the methodology which conducts secondary data researches, extensive ob-servations, and in-depth interviews. The findings indicate that the two enterprises have significant differences in the strategies of product, price, place, promotion, and public relation as the following listed: 1. Product: AGV is the market follower and positions itself as a functional product to differentiate from the competition. However, Bomy, as the market leader, cooperates with the licensing brand of “Ocean Spray” in order to maintain and increase its mar-ket share. 2. Price: AGV utilizes prestige pricing in which high pricing is perceived as quality in order to attract customers. Conversely, Bomy proceeds with reasonable pricing to target the price sensitive customers. 3. Place: Both AGV and Bomy have similar types of distribution channels. Bomy em-ploys a higher circulation rate as products can be found in both convenience stores and supermarkets. AGV mainly focus on convenience stores (CVS) because of the high prices of single products found within these stores. 4. Promotion: AGV utilizes celebrity marketing as the main source of promotion but Bomy’s emphasis is focused on the health appeal of the product to attract customers in regards to the urbanites’ lifestyle. 5. Public Relationship: To evaluate the issue, findings indicate that AGV directly and actively promotes its marketing news to help leverage word of mouth about products. On the other hand, Bomy is cautious and conservative with managing its public rela-tions, where Bomy’s licensing brand, “Ocean Spray”, mainly out sources its business to execute the issues of specialized health in regards to their products. To conclude the above listed, enterprises are suggested to utilize the integration of marketing mix to achieve full effectiveness when marketing strategies are employed. Key Words：marketing strategy, fruit and vegetable juice industry, integrated marketing