Exploring The Marketing Strategy of SIMPLE LOVE Yogurt Based on 4I Theory

Purpose—The purpose of this study is to investigate the shortcomings of SIMPLE LOVE yogurt's marketing strategy through PEST analysis tools and Porter's five forces model, and to propose effective marketing strategy improvement programs and specific measures based on 4I theory. Design/methodology/approach—The research method of this paper is the literature research method and the case study method. The author puts forward the marketing strategy of improving SP yogurt by studying a large number of literature and searching the data analysis and summary of the case. Findings—Through the analysis of 4I theory, this paper finds that there are four problems in the marketing strategy of SIMPLE LOVE yoghurt. First, the packaging lacks a sense of fun. Second, the quality of SIMPLE LOVE yogurt is affected by the processing of the OEM, resulting in damage to the interests of consumers. Third, the interaction between SIMPLE LOVE yoghurt and consumers is single and lacks new ideas. Fourth, the personalized marketing of SIMPLE LOVE yoghurt is insufficient. In addition, this paper proposes specific marketing strategies for SIMPLE LOVE yogurt starting from the four principles of the 4I theory. Originality/value: This article will enrich the depth and breadth of integrated marketing. In addition, this article can enrich the successful case studies in the field of brand communication based on the case analysis of SIMPLE LOVE yogurt enterprises. The research results of this paper are beneficial for Chinese yogurt enterprises to learn from the successful experience of SIMPLE LOVE yogurt to promote the development of their own enterprises