Marketing Strategy Analysis of Yogurt under Consumption Upgrading: A Case Study of Le Pur

Abstract

In recent years, health-functional yogurt becomes fastest growing category in China’s dairy industry in the context of the overall consumption upgrade. In addition, customer participation in the consumer link has been gradually deepened, with the popularity of social tools. As a functional drink, the healthy concept of yogurt is further strengthened and given more sentimental meanings and has more emotional ties with customers, which changes the traditional single sales model. Le Pur yogurt has a rapid growth in the wave of dairy products’ consumption upgrade and quickly spreads the reputation of this unique yogurt brand by the core business model of “user driven”. Le Pur yogurt adopts online and offline promotion strategy of double wheel driven to encourage users to participate in all aspects of yogurt production and designs a series of social activities to build a closed loop of online and offline user interaction and bring new yogurt consumption experience to users, relying on WeChat and other social networking tools. Marketing strategy of Le Pur yogurt has important implications to functional Fast-Moving Consumer Goods sales. In other words, we should fully exploit the emotional meaning of product, stimulate customer to have an active participation and profound experience of every consumer link and build more emotional ties between products and customers, which enhances customers’ stickiness and brand loyalty.