Marketing Improvement Strategies Based on “Grandma's Handmade” Market Research and Analysis

Based on the market research and analysis of “Grandma's Handmade”, this study aims to propose marketing improvement strategies for “Grandma's Handmade”, and help Guangxi tea beverage brand develop in high quality. The project team mainly adopts the methods of literature survey, network survey, field survey, etc. Before the formal survey, the team collects relevant literature to understand the market situation of milk tea and the current status of “Grandma's Handmade”, and conducts a pre-survey using convenience sampling to analyze the characteristics of customer groups, pricing, marketing, and marketing strategy of “Grandma's Handmade”, as well as its marketing strategy. After improving the questionnaire on “Grandma's Handmade” in terms of customer group characteristics, pricing, satisfaction, customer acquisition channels, brand influence, etc., the team conducted a formal survey. The data obtained from the survey was analyzed for reliability and validity by SPSS software, indicating the reliability of the data. The project team mainly researched the factors affecting consumers' purchasing of “Grandma's Handmade Products”, and comprehensively utilized MATLAB, SPSSPRO, SPSS and other analytical software to study the sample characteristics, brand influence, product price, satisfaction, consumer preference and consumer suggestions. After that, we got the important problems affecting the survival and development of “Grandma's Handicrafts”, and based on the problems, the team got the improvement measures for “Grandma's Handicrafts” based on the 4P strategy. The significance of this study is to create a distinctive brand IP for “Grandma's Handmade” to increase customer stickiness and brand loyalty.