JDB

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Topics: Marketing
International Marketing Mix Commentary

Hui Lu N8035636
Word:1039
Executive Summary
Jiaduobao is the most popular herbal tea brand in China and targeted to the customers who afraid of the internal inflammation. Australia ranked as the second easiest country to do business and it offered some strong future growth opportunities for the Chinese herbal tea since Australia has the long-standing business relationships with China and the healthy drink became more and more popular. Competition within the herbal tea market also remains relatively low because there is no competition for herbal tea existing at the current market. It is suggested that Jiaduobao use the direct export to enter the Australia and use the contingency approach to enter the market. It is also recommended it to use a pull strategy, such as to invest a TV show to help build brand awareness and relationships with their target market.

1.0.0 Guangdong Jiaduobao Drink & Food Co., Ltd.
1.1.0 Company background
Jiaduobao Group is a large beverage enterprise owing to their healthy drink in Hong Kong. With the nationwide development strategy, they established Guangdong Jiaduobao Beverage & Food Co., Ltd as a subsidiary to enter the Mainland China market. Currently, Guangdong Jiaduobao Beverage & Food Co., Ltd played a leading role in healthy drink industry in China based on its famous product red-canned Jiaduobao, which as a kind of ancient herbal tea and has more than 170 years of history. They also have the non-alcohol drink, such as juices and bottled water. The sales network of Guangdong Jiaduobao Beverage & Food Co., Ltd has extended more than 30 provinces in mainland of China, and it also entered some countries in Southeast Asia, Europe and the US.
2.0.0 Marketing Mix
2.1.0 Positioning
Positioning refers to some sustainable competitive advantage or unique selling proposition of products as a critical factor to over other competing brands (Keller, 1998, str. 77). According to

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