On the Kefi ice cream marketing strategy in Beijing.docVIP

 PAGE \* MERGEFORMAT 23 On the Kefi ice cream marketing strategy in Beijing Abstract: Beijing Kefi Food Co., Ltd. for the efficient development of its product market share in Beijing by the target group of consumers, products and prices, distribution channels and other indicators of the investigation to work out the corresponding product decisions, pricing decisions, decision-making channels of distribution and promotion decision-making in the industry has a certain degree of representativeness and versatile. 1, Kefi and product group 1934, created in the United States Kefi Group is a franchise all kinds of high-end ice cream food group. To 1998 only, Kefi established 4500 in the United States ‘wholesale’ outlets in the United States, Canada, Puerto Rico, and other places has more than 300 retail stores, more than 600 monopoly. In 1997 the company’s annual sales exceeded 600 million U.S. dollars. Kefi company’s products can be divided into three types: ice cream cake category, ice cream and ice cream cookie class category. Each company to implement a fully self-production and retail sales business model, are able to manufacture all kinds of ice cream, cookies and ice cream cakes Kefi capacity. Ice cream products include a variety of liquid and solid ice cream cone, milk, ice cream and ice cream sundae, ice cream, cookies Kefi’s include all available for immediate consumption or household consumption, a single packaging products. Ice-cream cake products from four components: the classical series called Kefi’s traditional cake products to ‘Blue Ribbon’ brand known to the world famous patented cake products, family ice-cream cakes personalized cakes and cookies, as well as all kinds of series of biscuit . Kefi classic series standard cakes are generally three sizes: 6 inches. 8-inch, 10 inches. Classical series are based on a variety of cakes for a layer of soft vanilla ice cream at the end, covered with a layer of chocolate cake, came alive again in a simila