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The Marketing Strategy of Weight Management Health Food
The market of the health food here in Taiwan is tremendous. Based on the statistics, the sales amount reaches billion New Taiwan Dollars and keeps growing. Among the overall health food category, it’s regarded as market trend and also having growing potential is the weight management health food. The main reason is that people currently has delicate diet and is used to eat out often. Delicate diet and eating out links to excessive sugar and oil, and more than that, most people don’t have the regular exercise habit, in long term, all the above will cause the obesity issue. Regarding taking surgery to lost weight which is more aggressive and might have certain risk with higher cost, comparatively lower cost with also lower risk, to have weight management health food to control and diet to reach the goal to shape the body becomes the prioritized choice to lose weight. That’s how it contributes to sales of the weight management health food reaching NT$17 billion and continues to grow yearly. To gain the business opportunity, more and more health food brands lunge into this market. How to be competitive in the weight management market and obtain certain market share definitely becomes the main goal and task of every single brand. Via having two leading brands which are Herbalife and Funcare as case study objects, to analyze thoroughly the product mix, channel and most importantly the marketing and advertisement strategy and then to conclude the possible successful models for current and new brands as reference to exercise the marketing strategy.
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