Coca-Cola return RTD coffee market, launch GEORGIA after break up with Nestle
date:2014-10-17
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After spend $1.25 billion to 10% stake rights of Green Mountain Coffee, Giant Coca-Cola seems to be highly appreciated in the field of coffee. This October, it will launch first coffee beverage brands,” GEORGIA”, related products will be sold in seven sale areas of China at first.
This is Coca-Cola return ready-to-drink coffee market in the form of "solo" after "breaking up" with Nestle. Coffee still belongs to a niche category in the beverages. Generally, that allowed to have three leading brand in a field, Coca-Cola, act as accelerators, a new competition pattern will be formed.
” GEORGIA” introduced in mainland China as the newly RTD coffee brand, in the Japanese market in 1975 early, that is currently the Coca-Cola's one of seventeen more than $1 billion in sales brand, Coca-Cola told to reporters. It has sales in China, Hong Kong, Tokyo, Seoul and other places. Related products will be packed with plastic bottles and cans, 268 ml product pricing¥ 5 ~ 6, mainly for young white-collar who was energetic, middle income and more than 20years old.
Over the past eight years, Coca-Cola could still fall in love with RTD coffee market in China. China ready-to-drink coffee beverage category has developed rapidly in the past few years, the survey data in Canadean Limited (Britain) show, from 2009 to 2013, the Chinese ready-to-drink coffee market compound growth rate of 34.2%, and the sales will reach 79 million TEU for 2014. Coca-Cola has launch GEORGIA coffee just because betting the huge potential and market demand of the ready-to-drink coffee beverage category in China.
At present, there are two main brand subsoil ready-to-drink coffee category in China, one is the Nestle Coffee, and the other is Unified Jahath. While Coca-Cola are stronger than the Unified and Nestle, whatever in the network, brand and channel. It broke into the segment market, so we believe that a new pattern will soon formed, if the three major brands concerted efforts, the expansion for niche market will be accelerated.
Of course, it is also related to the market surrounding for carbonated beverage. The layout of Coca-Cola was mid-term or long-term; to replenish the high growth of carbonated soft drinks. By Zhu Danpeng said. “Coca-Cola really speed up into a new niche in recent years." said Mo Sa introduced GEORGIA that attract consumers continue to focus on another step by its product innovation. In addition, the Coca-Cola also launched spring + C, ice mint Sprite, Aquarius and ice dew pure delight series products in this year.
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