Current Market Situation of Herbal Tea in China
New product help to reduces internal heat (燥熱). For example, one product mention it use the nature herbals and lemon to solve this health problem. This product holds many events to promote their product in Southern China and Shanghai. Also, there are more and more herbal tea brand had been established in the market.
Firstly, for the strengths, in the market of herbal tea, JDB has always been the market leader and its market share reached a high percentage of over 70%, its can be explained by the high recognition of the red can from the public good reputation of the quality and taste. Also, JDB gain a well brand image ...view middle of the document...
These options of target consumer could made will lead to shrank in the market share of JDB. Apart from the local competitors, entering of more enterprises from out of china into the Herbal Tea Market makes JDB more difficult to gain a larger market share from the intense competition.
Base on the market segmentation, it used the demographic, geographic and benefit in the market segment. It develops into primary and secondary target group. For primary target group, they are the youngster with demographic characteristics of aged 18-25 in Guangzhou who has own spending power and like choosing drinks with functionality and fruit juice.They are in a busy lifestyle and enjoy food which may bring internal heat, e.g. fast food and deep fried food. The secondary target group is the mature adult and elderly with demographic characteristics of aged 40 or above who concern about their health problem in Guangzhou and Zhejiang. The lifestyle of them are more health however the wet climate, complexity in food culture in Southern China are factors create the personal needs for preventing of internal heat in this target group.
According to the article above, it mentions that Guangdong people like drinking herbal tea which is invented in Guangdong so there is no difficulties for target audience to get to know toward the product and the ability to understand the messages is the highest too. The personal needs is high due to the weather in Guangdong is wet and there has been habit among people in Guangdong to drinking herbal tea to help to relief in internal heat.
In the half year plan, JBD aims to introduce itself with its unique selling point in preventing internal heat to the target consumer by media-mix and public events. With Use of different stand view of messages with the media of related target audience, for example, promoting the product as a way of concerning about the public health to gain attention of healthy issue media, and endorsement of celebrities to gain attention of entertainment media. Open events will be held to bring actual clinical...