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Marketing Plan of Li Ning Company Limited

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Executive Summary

The following marketing plan forms the basis for the introduction of an innovative new product (racket) by the Li Ning Company. The analysis allows us to outline the best strategies to follow for the achievement of the company's strategic goals. Li Ning racket will be marketed as a unique powerful racket while striving to reinforce the company's status as the leader in innovation and successful product launches. The primary objective is to increase Li Ning overall market share from current 17% to 20% in 3 years time and defend its first place in China sportswear market against strong competition. To achieve this goal, Li Ning has to improve the customers brand perception, rationalize market segments and invest in mega cities and first tier cities.

Company Description

Li Ning Company Limited is one of the leading sports brand enterprises in the PRC, possessing brand marketing, research and development, design, manufacturing, distribution and retail capabilities. The Group's products mainly include footwear, apparel, equipment and accessories for sport and leisure uses under its own LI-NING brand. The Group has established an extensive supply chain management system, and a distribution and retail network in the People's Republic of China (PRC) primarily through outsourcing of manufacturing operations and distribution via franchised agents. The Group also directly operates retail stores for the LI-NING brand.

Strategic Focus and Plan

"Bubble Buzz" will be a bottled beverage and will be positioned as the only ready-to-drink Bubble Tea product available on the market. The beverage will have a green tea base with enhanced fruit flavors (passion fruit, strawberry and lime) as well as tapioca pearls. It will bring an entirelyunique drinking experience to its consumers. It will present itself as a funky and unusual alternative to traditional tea while providing the great taste of authentic fruit juice in an attractive and convenient packaging. The strategic role of Bubble Buzz for The Coca- Cola Company is centered around three objectives:

* To stay at the forefront as the market leader in innovative product introductions and successful product launches;

* To strengthen and satisfy the needs of the more adventurous Generation Y consumers with a new eye-catching andFUNctional product;

* To become the market leader in the functional drinks segment with increased market shares.


A world leading brand in the sporting goods industry.


Through sports, we inspire people the desire and



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