Market and brand positioning of cupstock in food service board in China

Abstract

The topic of the thesis is "Market and Brand Positioning of Cupstock in Food Service Board in China". In order to build a successful brand and occupy a unique place in consumers' mind nowadays, brand positioning has become increasing important. This thesis is aiming at analyzing the Chinese market and brand positioning in cupstock products in a Finnish pulp and paper manufacture, predicting the cupstock products future trends and finally come up with the strategic business plans. This study is defined for exploratory purpose, single-case methodology is followed and semi-structured interview is selected as the main research strategy to obtain the primary data. Samples are carefully selected and interview questions are tested in advance to avoid any unclearness. Mainly qualitative data will be collected and together with secondary data, raised research questions are answered and deeper reasons behind those are explored. Market and brand positioning focus are found through the interviews and according to company's strategic objectives, three different strategic stages including brand awareness building, brand positioning on functionality, brand positioning on renewability and recyclability are built for the brand development. Followed by strategic business plans accordingly which offer an overall strategic guidance to the company. Further research directions and needed resources for the related topics are indicated at last.