With the growing health conscious population in the US and around the world, more and more consumers even at international level are in need of healthy food and nutrition. Although their preference for fast food, on-the-go and ready-to-consume food items continue to persist, they are also becoming more conscious of the nutritional content. Furthermore with the rise of concerns for obesity, heart diseases, and blood pressure etc. most consumers today are careful in their in-take and consider taking food portions according to the food pyramid. This is why fruit juices have become the most preferred beverage and growing in popularity among young consumers as well as older ones. In developing and developed countries, consumers with average income who can afford tend to substitute carbonated drinks for fruit juices.
[...] Alternatively, the Chinese youngsters who are growing up getting educated as well as going to colleges with the demand for educated workers are the ideal target market that Cocktail Energy Drink is targeting. They would be literate to know the different brands, their contents, variety and the message conveyed by the promotions. (Iyengar 2004). Given this trend, the marketer suggests the use of television, print and direct sales promotional mix to introduce Cocktail drinks. Television would take care of the female consumer while the print and direct sales would target the young age group (Iyengar 2004). [...]
[...] (2004). Selling to Asia. Today in ACNielson, December Accessed from: http://www.acnielsen.com.ph/news.asp?newsID=99 Author not available, (31 August 2004). China's Urban FMCG Market moves Faster than India's. ACNielson, Accessed from: http://www2.acnielsen.com/news/20040831_ap.shtml Guopei, G. and Herbig, P. (1996). A Guide for Marketing to China: There May Be a Hidden Agenda. Review of Business. Volume: 18. Issue: 1. p3+. Iyengar, J. (2004). Say It With Consumer Goods. [...]
[...] The price would have to be within the range of the average household income which is $298 (Iyenger 2003) Presentation of your recommendations The above study indicates that the Chinese juice market is a growing market that has great potential for new entrants. Given the consumer trend and the Chinese government's openness to trade it is suggested that Cocktail Energy Drink enter China as soon as possible as the market is a maturing one and on the verge of change. [...]
[...] It is also common knowledge that China is still a highly regulated market (Guoupei and Herbig 1996) despite the opening up of FDIs and the government policies for opening its market. It is therefore best to retain the company's base in UAE and contract distributors from the local market especially from Shanghai and Beijing (Iyengar 2004). Once the market catches up with the target revenue then perhaps it can start to produce locally. e. Distribution local At the local level there are a myriad of distributors and bottlers that will be easy to contract for this purpose. [...]
[...] Fruit juices are a relatively mature market in China as the people have been conscious of what they eat and drink even before the emergence of globalization and urbanization in China. For this reason packaged fruit juices and such nutritious content have found its way to appeal to the consumer taste. Fruit juices have grown due to the opening up of the FDIs which induced foreign companies to invest and develop competition locally (Yin 1999). With developed taste and affordability among working and middle class in China, more and more people are preferring food and beverages that are easy to access at convenience store, departmental store or supermarkets. [...]
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