The purpose of this study was to examine the marketing strategy used by Pernond Ricard to promote popular liquors in the low¡Bmid and high price categories¡Cthe study divided 9 products into 3 price segments¡Cthis research study used individual in-depth interviews in order to understand the marketing strategy and operational practices of the business model¡CAnalyses indicated that their marketing strategy STP and 4Ps¡Athe key elements of their marketing strategy are people¡Bpromotion¡Bchannel¡Bproduct and price strategies¡C
Finally¡Asuggestions for Pernond Ricards¡¦ marketing strategy are as follows¡G
(1) Different price segmentation should be more focused on different
target groups¡C
(2) Must understand the local consumer¡¦s behavior and usage habits in order to satisfy
their needs¡C
(3) Customize their products and services for each individual target customer segment¡C
Lastly¡Athis research study will propose the marketing strategy and suggestions for future
research directions¡C
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0905112-153017 |
| Date | 05 September 2012 |
| Creators | Yuan, Chen |
| Contributors | Shih Jhe Chen, Liang Chih Huang, Jin Feng Uen |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0905112-153017 |
| Rights | user_define, Copyright information available at source archive |
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