TPP-SOD-like, mainly composed of tea polyphenol, is one of the best nature antioxidant known so far. However, it is cline to lose its functionality during production, storage, and transportation. It is, however, cline to be oxidized, thus lose its functionality during production, storage and transportation. In addition, its production cost is too high to make it widely available to the publics. This study utilized the company, Canlea International Co., as an example to confirm the usage of TPP SOD-like in the field of preventive medicine through expert interviews and consumer behavior analysis. From which we can know the trend of marketing strategy, acceptable pricing, and the way to publicize this product. The goals of this study are: (1) understanding the current marketing strategy of Canlea International Co. to meet the needs of consumers; (2) competitive advantage and disadvantage of SOS-like products in functional food market in order to find the niches; (3) understanding the characteristics of both consumers and potential consumers for the marketing of SOD-like products; and (4) investigating the beneficial relationship between marketing strategy of Canlea Co. and the sales of SOD-like products. The results indicate that Canlea SOD-like products have competitive advantages in terms of raw materials, production technology, and packaging. Nevertheless, it is quite a challenge to develop due to their high price and public acceptance to the trade brand. Furthermore, the contribution channel and market segmentation of these products need to be improved, especially in product promotion and the fortification of public relations. As to the general attribute of consuming behaviors, consumers tend to take two or more health-care products at the same time with an averaging expense of NTD 2000 per month. The study also shows that users of SOD-like products usually localized in central and southern Taiwan and the best way to promote these products is through the introduction among users. Furthermore, the longer consumers use SOD-like products the better the effect is. Key Words¡Gmarketing strategy, mass marketing, consumer characteristics, competitor analysis

This thesis analyzes the marketing activities of the companies in the consumer society of today and their social impacts on the consumption habits of individuals. The creation of a social environment with the mass oriented marketing activities of the producers and the association of individuals with the products that they or others consume are studied. The perception of the products as symbols of social status or their utilization to have distinction from others are analyzed. Throughout this thesis, the question of how brands are socially accepted and appreciated were addressed within the frame of the analysis of the mass oriented marketing activities of producers. Under these activities how the new consumer stereotypes are artificially created are criticized. This thesis also seeks to answer the question of how the social image of the brands and logos reach beyond the product sphere and used as a medium for creating social, cultural and individual identifications.

Syfte Syftet med uppsatsen är att vi ska identifiera nya potentiella utvecklingsmöjligheter med direktreklam. Vilken betydelse har DR för företagen? Metod Den här uppsatsen har vi valt att genomföra utifrån en deduktiv ansats med en kvalitativ karaktär. Det här valet gjorde vi därför att vår strävan har varit att kunna besvara vårt forskningsproblem. Vi har genomfört sex intervjuer, för att ha kunnat samla in våra empiriska data, med personer i ledande positioner på företag som arbetar eller är i kontakt med direktreklam. Tre av dessa har varit personliga intervjuer, två telefonintervjuer och en via e-post. Slutsatser Vi har kommit fram till att direktreklam är en mycket stark och fortfarande mycket aktuell marknadsföringskanal. Trots den stämpel som direktreklamen har fått, av att vara skräppost och junkmail, så har kanalen ändå något alldeles extra att tillföra konsumenterna tycker vi. Direktreklamens fysiska attribut skapar en speciell känsla bland mottagarna av den. Direktreklamen har flera positivt utmärkande egenskaper då vi anser att den både kan driva försäljning och bygga varumärken så länge som dess budskap är relevant för konsumenten. För att relevansen skall finnas med i meddelandet måste företag hantera konsumenternas integritet med respekt. Den integriteten kan företagen respektera genom att ha en tillräckligt nära kommunikation med kunden, vilket på sikt även stärker relationen. Kommunikationen mellan företagen och kunderna sker genom den adresserade direktreklamen som därför har kommit att bli aktuell för oss att utveckla. Utvecklingsmöjligheterna ligger därför i att konsumenterna ska kunna, via internet, välja vilken reklam som de själva vill ha i brevlådan. Det här samtycket bidrar till att kunderna blir sedda, vilket på sikt kan leda till att deras lojalitet inför både företaget och dess varumärke kan stärkas. När kunderna blir lojala så kommer också företagens träffsäkerhet med utskicken att bli bättre. Konsekvensen av det kan bli att den totala volymen av direktreklam minskar, vilket i sin tur leder till en bättre miljö, samtidigt som företagens distributionskostnader reduceras. När andelen av nöjda kunder växer så ökar också lönsamheten för företagen. Därför anser vi att det här förslaget är något som både företagen och kunderna tjänar på i längden, då modellen bidrar till en win - win situation där båda parterna till slut blir vinnare. / Purpose The purpose of this essay is to identify new development opportunities for direct mail. What impact has direct mail on the companies? Method This essay we have chosen to implement is based on a deductive approach with a qualitative nature. We made this choice to be able to answer our research problem. We have conducted six interviews, to collect our empirical data, with managers in companies that are working or in contact with direct mail. Three of these were personal interviews, two telephone interviews and one was made by e-mail. Conclusions We have found that direct mail is still a very strong and very current marketing channel. Despite the stigma that direct mail has been received to be spam and junk mail it has something special to bring to the customers. Direct mail´s physical attributes creates a special feeling among consumers. Direct mail has several positive features, since we believe that it can both drive sales and build brands as long as its message is relevant to the consumer. For the relevance to be included in the message, companies have to deal with consumer privacy with respect. Companies can conform to consumer´s integrity by having a sufficiently close communication with the customer, which in time also strengthens the relationship. Companies communicate with customers through the addressed direct mail, which therefore has to be defined for us to develop. The potential is therefore in that the consumer can by using an internet based technology choose the advertising that they want in their mailbox. This permission marketing based solution helps companies to have a better look on their clients, which also could ultimately lead to strength consumer´s loyalty. As customers become more loyal so will the companies' success rates by mailing to be better. The total volume of direct mail will be reduced which leads to a better environment conditions, while companies distribution costs will be also decreased. When the percentage of satisfied customers grows, the profitability of companies will increase. Therefore, we believe that this proposal is something that both businesses and customers benefit from in the long run as the model contributes to a win - win situation where both parties end up being winners.

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