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URN etd-0723108-152602
Author Chin-Pei Lee
Author's Email Address leechinpei168@yahoo.com.tw
Statistics This thesis had been viewed 5335 times. Download 5261 times.
Department EMBA
Year 2007
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A study of marketing strategy and mass marketing ─ case of Canlea's SOD product
Date of Defense 2007-06-14
Page Count 126
Keyword
  • competitor analysis
  • marketing strategy
  • mass marketing
  • consumer characteristics
  • Abstract 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:marketing strategy, mass marketing, consumer characteristics, competitor analysis
    Advisory Committee
  • K.H. Chang - chair
  • Ming-Chu Yu - co-chair
  • Yu-Ping Wang - advisor
  • BIH-SHIAW JAW - advisor
  • Files
  • etd-0723108-152602.pdf
  • indicate access worldwide
    Date of Submission 2008-07-23

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