A novel Nongfu Spring's best selling strategy based on big data

ABSTRACT

In order to overcome the threat of traditional drinking water in marketing, such as fierce market competition, threats of new entrants, and achieving leading enterprise, this paper proposes a novel Nongfu Spring's best selling strategy based on big data. Except the pricing solutions such as the discount on bundles or boxes, sales signs, 8-endings, and premium price, the tactics are different from traditional ones in that they focus on reinforcement of a 'natural and healthy' brand image, improvement of diversity and creativity in product design, and higher investment in direct and social marketing. The research results show that those tactics could assist increase health awareness after the COVID-19 pandemic, build a better brand image, satisfy a variety of customer needs, increase the scope of the promotion campaign, and more importantly, maintain dominant market share of Nongfu Spring. © 2020 IEEE.