The Research on Marketing Strategies for Master Kongs New Products

Abstract

Master Kong, which is the leading enterprise of instant food industries in China now is suffering from the loss of its potential profit. What caused these phenomena is the fierce competitions between the old and new brands in instant food industries. Although Master Kong can still dominate the main instant food market in China, it still needs to breakthrough its own bottleneck. In this research, new products are proposed which can also provide totally new ideas for the generation of instant food products. The online open questionnaire and in-depth research interview provide the information about the things need to be improved and the new consumer groups. The generation Z and new town youth purchasing characteristics are useful for many brands. In order to reach the generation Z and new town youth in China, specific marketing strategies are presented in this research after analyzing the real market. This research mainly dedicated into how to maintain Master Kongs leading position and lay the foundation for its future transformation.