The Application of Marketing Mix to Healthy Drinks

DOI

10.2991/assehr.k.211209.148How to use a DOI?

Keywords

healthy drinks; Marketing Mix; 4Ps; strategies

Abstract

Health drinks are emerging products. The rise in demand for healthy beverages is global. The purpose of this paper is to explore how the Marketing Mix, especially the 4Ps, can impact healthy drink sales. Based on the review of the theory of Marketing Mix, especially summarized the impact of 4Ps. The result shows that the product and price among 4Ps have the biggest impact on healthy drink sales. Health drinks should have different effects on different consumer groups. The price perception of health drinks is also very important. A strategy that can adapt to long-term development should be adopted so that health drinks can occupy the market more quickly. The conclusions of this paper apply to all similar food production and help health food companies improve their sales strategies. The implication, limitations as well as suggestions are also discussed at the end of the paper.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Zijian Zhang
PY  - 2021
DA  - 2021/12/15
TI  - The Application of Marketing Mix to Healthy Drinks
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 906
EP  - 910
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.148
DO  - 10.2991/assehr.k.211209.148
ID  - Zhang2021
ER  -