Asia Pacific Journal of Marketing and Logistics A proposed method - PDF document

Asia Pacific Journal of Marketing and Logistics A proposed method for the development of marketing mix of the tea drink market Couchen Wu, Shwu‐ Ing Wu, Article information: To cite this document: Couchen Wu, Shwu‐ Ing Wu, (1998) "A proposed method for the development of marketing mix of the tea drink market", Asia Pacific Journal of Marketing and Logistics, Vol. 10 Issue: 1, pp.3-21, https://doi.org/10.1108/13555859810764445 Permanent link to this document: https://doi.org/10.1108/13555859810764445 Downloaded on: 08 June 2018, At: 00:02 (PT) References: this document contains references to 0 other documents. To copy this document: permissions@ emeraldinsight.com The fulltext of this document has been downloaded 4813 times since 2006* Users who downloaded this article also downloaded: (1995),"Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics", Marketing Intelligence &amp; Planning, Vol. 13 Iss 9 pp. 4-15 <a href="https://doi.org/10.1108/02634509510097793">https:// Downloaded by Northumbria University At 00:02 08 June 2018 (PT) doi.org/10.1108/02634509510097793</a> (2012),"Judging marketing mix effectiveness", Marketing Intelligence &amp; Planning, Vol. 30 Iss 5 pp. 494-514 <a href="https://doi.org/10.1108/02634501211251025">https://doi.org/10.1108/02634501211251025</a> Access to this document was granted through an Emerald subscription provided by emerald-srm:462515 [] For Authors If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/ authors for more information. About Emerald www.emeraldinsight.com Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 j ournals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services. Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. *Related content and download information correct at time of download.

A Proposed Method for the A Proposed Method for the Development Development of Marketing Mix of Marketing Mix of the Tea Drink of the Tea Drink Market Market Couchen Wu and Shwu- Ing Wu, De part ment of Busi ness Ad min istra tion, Na tional Tai wan Uni ver sity of Sci ence and Tech nol ogy, 43 Sec. 4 Kee - lung Road, Taipei, Tai wan, ROC Couchen Wu is an as so ci ate pro fes sor at the Na tional Tai wan Uni ver sity of Sci ence and Tech nol ogy, Taipei, Tai wan; Shwu- Ing Wu is a Ph.D. can - di date in Busi ness Ad min istra tion at the Na tional Tai wan Uni ver sity of Sci ence and Tech nol ogy. She is an as so ci ate pro fes sor at the Na tional Downloaded by Northumbria University At 00:02 08 June 2018 (PT) Chin- Yi In sti tute of Tech nol ogy, Tai chung, Tai wan. Ab stract The ob jec tive of this ar ti cle is to ex tend, re vise and in te grate de sign meth - ods which are popu lar in prod uct de sign for the de vel op ment of mar ket - ing mix of the tea drink mar ket. We clus ter con sum ers’ com mon needs by us ing the seg men ta tion ap proach, and iden tify the sig nifi cant func tional re quire ments of the tar get seg ment. Then we pro pose a method for the se - lec tion of op ti mal ele ments of the mar ket ing mix that sat isfy the func - tional re quire ments by in te grat ing the ad van tages of Suh’s de sign ax iom and con joint analy sis. An em piri cal study of Tai wan drink mar ket was per formed to vali date our pro pos als. words: Mar ket ing mix, Func tional re quire ment Key In tro duc tion The tea drink is popu lar world wide nowa days. In the United States, the ready- to- drink tea seg ment boosted its share of the new age mar ket to 22.6 per cent from 15.3 per cent in 1993 and it now chal lenges sport and en ergy drink (Su per mar ket Busi ness, 1995). The cola kings (Coke and Pepsi) are fan ning the flames un der the fast- growing ice- tea busi ness. In Ja pan, its big brew ers are will ing to pay heav ily for more of the fast- growing tea mar ket [13]. The iced tea is the fastest- growing drink sec tor in Europe, with a 45 per cent in crease in 1994 (Mar ket ing, 1995). In Tai - wan, tea drink has re placed most of the soft drink and func tional drink and be come the most popu lar lei sure drink. Its mar ket share was about 26.2 per cent in 1997. There fore, it would be use ful to pro pose a method for de - 3

vel op ing the mar ket ing mix of the tea drink mar ket, es pe cially for the mar ket ing re search ers and prac ti tio ners who are in ter ested in this area. A Pro posed Method for the De vel op ment of Our method to de velop the mar ket ing mix origi nated from the meth - ods of prod uct de sign. Mostly, the de scrip tion meth ods of prod uct de sign Mar ket ing Mix of are based on con joint analy sis. Many stud ies have used con joint analy sis the Tea Drink to evalu ate new prod uct de sign [2]. Con joint analy sis has been popu lar Mar ket since 1978 and dur ing the early 1980s ap proxi mately 400 com mer cial ap - pli ca tions per year were im ple mented based on con joint analy sis [19]. Be sides con joint analy sis, Hauser and Claus ing [6] de scribed the house of qual ity which is a ba sic prod uct de sign tool of the man age ment ap proach known as qual ity func tion de ploy ment (QFD), and Suh [17] pre sented a prin ci ple of de sign that is a sim ple and ef fec tive method which is of ten em ployed in the en gi neer ing do main. Downloaded by Northumbria University At 00:02 08 June 2018 (PT) De vel op ment of mar ket ing mix has re ceived con sid er able aca demic and in dus try at ten tion. How ever, the ma jor ity of the lit era ture fo cused on prod uct de sign but did not ex tend it to the de vel op ment of mar ket ing mix. To meet the con sumer’s needs and wants for a suc cess ful prod uct is nec - es sary but not suf fi cient, es pe cially, for our tar get, tea drink. The other three Ps (Price, Pro mo tion, Place) should be taken into ac count. In our case, con ven ience pur chas ing is the ma jor con cern of most of the con - sum ers, but it can not be merely sat is fied by a prod uct. Lau tern born [11] thus pro posed a new for mula called the “Four C’s:” “con sumer wants and needs, cost to sat isfy, con ven ience to buy and com mu ni ca tion.” Kot ler [10] con cluded that a win ning com pany will be those who can meet cus - tomer needs eco nomi cally and con ven iently and with ef fec tive com mu - ni ca tion. Moreo ver, McCar thy’s 4P clas si fi ca tions of the mar ket ing mix in - stru ments may not ful fil the re quire ments of good tax on omy [18]. Any spe cific mar ket ing ac tiv ity or tool can meet sev eral re quire ments si mul ta - ne ously, and any spe cific re quire ment may also need to be sat is fied by sev eral mar ket ing ac tivi ties or tools. Shapiro [14] showed how com pa - nies us ing vari ous sales pro mo tional de vices could move their mer chan - dise through the dis tri bu tion pipe line. In ad di tion, he re viewed the ele ments of the mar ket ing mix and pro vided in sight into how these ele - ments in ter act. He found three de grees of in ter ac tion: con sis tency, posi - tive re la tion ship among ele ments of the mix which is termed in te gra tion, and form of the re la tion ship which is termed lev er age. He also il lus trated that pro mo tion in cludes short- term price cuts for the trade and brand which is also part of com mu ni ca tion [15]. A prod uct re quires pack ag ing de ci sions to cre ate such bene fits as pro tec tion, econ omy, con ven ience, and pro mo tion; it also re quires la bel - ing for iden ti fi ca tion and pos si ble grad ing, de scrip tion, and pro mo tion of 4