Digital Marketing Development of New Consumption Brands: E-commerce Platform Strategic Analysis and Consumer Behavior Insights
About POMELO3 JUICE
The brand of Pomelo3 Juice was founded in 2023 in Shanghai by Hou Xue (Shanghai) Beverage Co., LTD. Hou Xue(Shanghai) is committed to the deep processing and branding of China’s pomelo industry, and is fully devoted to the great cause of national poverty alleviation and rural revitalization. Pomelo3 Juice is a pioneer in three domestic pomelo juice categories.The Pomelo3 Juice team has searched all the pomelo varieties in the world, and after years of careful screening, research and development, combined with the taste of Chinese consumers, selected the best three kinds of pomelo varieties, and integrated themto produce pomelo juice, which has won the love of the majority of consumers. Currently the company has received strategic investment from ByteDance, Jinsha River, Jingwei, Coatue, Yuansheng, Qingliu, Tencent Joint Venture Zeng Liqing and so on. The high-speed penetration of the offline channels of Pomelo3 Juice has been laid out in many provinces and cities in southern China, and will gradually cover the whole country in the future.
Project Introduction
The health beverage market has grown rapidly in recent years with the increase of consumers’ awareness of health. These beverages, which often contain properties that boost immunity, provide nutritional supplements, or low-sugar, low-calorie options, are becoming an important part of the beverage industry. Driven by e-commerce platforms, health beverage brands can deeply understand consumers’ needs through data analysis and achieve precision marketing, thus accelerating product innovation and market penetration. Therefore, studying the role of health drinks in the development of e-commerce is not only of great significance for revealing consumer behavior patterns, but also provides a valuable reference for enterprises to formulate marketing strategies.
The aim of this project was to explore potential growth opportunities for the emerging health beverage brand Pomelo3 Juice in the development of e-commerce platforms. By combining qualitative and quantitative research methods, we deeply analyzed the growth path of new media for top consumer brands, explored the current communication strategies of new consumer beverage brands, conducted questionnaire surveys and interviews with target user groups of Pomelo3 Juice, and revealed the preferences of target groups for new media communication methods and content through the analysis of questionnaire and interview data. Through this series of comprehensive studies, the project provided scientific and systematic strategic suggestions for the expansion and development of the healthy beverage brand on the e-commerce platform, so as to adapt to the ever-changing market environment and consumer demand, and achieve the sustained growth and success of the brand.
Final Output: Integrated Strategy report
Research Methods: literature review, case analysis, content analysis, questionaire survey, data analysis
Student Team Composition
Number of students: 7-8
Students can be dismantled into groups with 2-3 people to co-work in terms of their outputs
Applicants with relevant marketing experience will be preferred
Working Plan
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Seven to eight students worked together in a working group to complete the project under the regular guidance of the tutor and the head of the business.
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In addition to communicating with the company for the first time, the project team students also met with the U-Corp team every week to report on their work progress and receive guidance and feedback.
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Project arrangement: Students worked approximately 6–10 hours per week, and the project duration was 15–16 weeks. (Please refer to the table below for the specific schedule.)
Timetable
Date: 3.16
Working Content:
In the first meeting with the company leaders and mentors, it is necessary to formulate a detailed research plan and division of labor, and establish accurate project delivery standards.
Learn about Pomelo3 Juice’s brand vision, goals and tonality, as well as a rough analysis of Pomelo3 Juice’s current digital marketing strategies on different social platforms.
Delivery Results:
Detailed objectives
Work plans
Project delivery standards
Date: 3.23 – 4.6
Working Content:
Analyze the success path of head consumer brands in new media, including content strategy, interaction mode, frequency and other factors, in order to reveal the key factors of success, and provide reference and inspiration for Pomelo3 Juice:
- Collect and analyze the development process and strategies of leading consumer brands in the industry on new media platforms (such as Douyin, Little Red Book, etc.)
- Use case studies to explore how these brands effectively use new media platforms to grow their brands
- Refining key success factors to provide theoretical support for subsequent research
Delivery Results:
Head consumer brand new media growth path research report
Date: 4.6 – 4.20
Working Content:
Study the communication strategies of creative food and beverage competing new consumer brands on e-commerce platforms, including social media activities, advertising, user engagement, etc., in order to help you understand the current situation of the market and discover competitive advantages and improvement points：
- Select representative new beverage consumer brands and analyze their communication strategies on new media platforms
- Use content analytics and social media analytics tools to assess how these brands engage, innovate and respond to their users
- Compare the effects of different brand strategies and find out the strategic elements that You can learn from
- [Food] part of the research can include new brands (such as: Dingding Lanrencai, AirMetter, Wang Xiaolu, etc.); [Beverage] part of the study does not include new brands, and try to choose long-term brands (such as: Nongfu Spring, COCONUTPALM, etc.)
Delivery Results:
Analysis report on the status quo of communication strategy of new consumer brands of beverage competing products
Date: 4.20 – 4.27
Working Content:
Conduct questionnaire surveys and interviews for target user groups (18-40 years old) of Pomelo3 Juice to understand their preference for the interactive mode and content of new media communication. This will help you to better meet the needs of target users and formulate corresponding communication strategies:
- Design a questionnaire to collect data from 18-40 year olds to understand their preference for healthy beverage brands on new media platforms
- Design interview questions and collect data for 18-40 year olds to understand their preferences for healthy beverage brands on new media platforms
- Actively collect questionnaire data (using convenience sampling method) (N≥200)
- Analyze the questionnaire data to refine the specific needs of the target group for the interaction style and content
Delivery Results:
Target user questionnaire survey analysis report
Date: 4.27 – 5.4
Working Content:
- Select interviewees based on preliminary analysis of questionnaire data
- Collect interview data (N=4~5)
- Conduct preliminary analysis of interview data and extract important views and build relevant consumer profiles
Delivery Results:
Target user interview data and user portrait analysis report
Date: 5.4 – 5.25
Working Content:
Based on the industry research and analysis report, questionnaire data, and interview findings, propose feasible plans and recommendations for the development of Grapefruit Bamboo brand’s new media direction:
- Build upon previous research results to present specific strategies for the new media development of Grapefruits health beverage.
- Emphasize content innovation on platforms like Tiktok, XiaoHongshu, Kuaishou, and bilibili by providing detailed implementation suggestions and expected effectiveness evaluation.
- Tailor interactive strategies for Grapefruit Bamboo based on the distinct positioning of new media platforms such as Douyin, Xiaohongshu, Kuaishou, and bilibili. Provide comprehensive implementation suggestions along with an assessment of expected effectiveness.
Delivery Results:
Week 8: Feasible plan and strategy report of Tiktok platform
Week 9: Feasible plan and strategy report of Little Red Book platform
Week 10: Feasible plan and strategy report of other new media platforms (such as: Kuaishou, bilibili, etc.)
Date: 5.25 – 6.15
Working Content:
WK11-WK13: Select the most potential implementation plan based on the output of the strategic analysis report and carried out practical online marketing practice for Pomelo3 Juice products on relevant media platforms (such as Tik Tok and Little Red Book) for a period of three weeks
WK14: Write summary report
Delivery Results:
Summary report
Date: 6.15 – 6.29
Working Content:
Writing, polishing, and revising the first draft of the final report
Delivery Results:
Final report draft
Date: TBD
Working Content:
Project outcome display
Delivery Results:
Complete the final report
Working Content:
* Digital Marketing offline Lecture/Workshop I:
Mainstream Digital Marketing Platform Basic Disk Scanning and Commercialization Capability Analysis
Working Content:
* Digital Marketing Offline Lecture/Workshop II :
Brand Perspective-How to Use Digital Marketing Means to Achieve Business Growth + Case Analysis
Working Content:
* Digital Marketing Offline Lecture/Workshop Ⅲ:
Brand Perspective-How to Use Digital Marketing Means to Achieve Business Growth + Case Analysis
Important Schedules
Project Kick-off meeting: The best corporate representatives and mentors attend the project kick-off meeting and first meeting offline
Mentor participation Project team guidance Frequency: once a week (online meeting)
Frequency of team meetings: Once every two weeks/once every three weeks (online meetings)
Project results report: The best enterprise representatives and mentors can participate in the project closing report meeting offline