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The objective of this paper is to extend, revise and integrate designmethods which are popular in product design for the development of marketing mix of the tea drink market. We cluster consumers'' common needs by using the segmentation approach, and identify the significant functional requirement of the target segment. Then we propose a methodfor the selection of optimal elements of the marketing mix that satisfythe functional requirements by integration the advantages of Suh''sdesign axiom and conjoint analysis. An empirical study oftea drink market in Taiwan was performed to validate our proposals.The merits of this research are below: 1. It is a useful approach for the grocery market.2. When the numbers of functional requirements of marketing mix are numerous, our method can make it simple and eliminate the disadvantages of complexity of conjoint analysis.3. Suh''s design axiom can be extended in designing a marketing mix for heterogeneous market. A marketing research can change some design parameters for heterogeneous market only focus on some independent set of functional requirements of marketing mix and it is unnecessary to change all of design parameters.4. This method began by gathering consumers common needs and used the approach of benefit segmentation to segment market and select a target market then development its marketing mix. That is a complete design process, it can avoid the disadvantages of the dominance of designer.5. It evidences that while a customer making grocery purchasing, it important factors should involved the variables of marketing mix.
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