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全球范围内健康意识的盛行,造就可乐市场的萎缩和健康饮料的崛起。凉茶、绿茶、果汁、椰汁、五谷等草本、植物饮料开始逐步蚕食可乐的饮料市场。王老吉是其中的传奇,被誉为“中国可口可乐”。据悉,王老吉今年销售有望突破100亿元大关。与此同时,众多制药、保健品、饮料、小食品等企业,都在迫不及待地推出自己的凉茶品牌,都信誓旦旦地要做“凉茶老二”、“中国的百事”。不过,经过笔者几年的观察,几乎全部都缺少有效的营销战略,成功的可能性极低。近期,一款名为“万吉乐”的凉茶品牌,谋划“蓝色风暴”叫板王老吉,引起了笔者的注意。从品类战略的观点来看,“万吉乐VS王老吉”的战略并不到位,存在七大营销战略失误,很难对王老吉构成威胁,也无法打造一款“中国百事”。
The prevalence of health awareness worldwide has led to the shrinking of the cola market and the rise of healthy drinks. Herbal, green tea, juice, coconut milk, grains and other herbs, plant drinks began to erode the cola beverage market. Wong Lo Kat is one of the legendary, known as “China Coca-Cola ”. It is reported that Wong Lo Kat sales this year is expected to exceed 100 billion mark. At the same time, many pharmaceuticals, health products, beverages, snacks and other businesses are eager to launch their own brand of herbal tea, have vowed to do “Herbal Tea ”, “China’s Pepsi ”. However, after several years of observation by the author, almost all lack an effective marketing strategy, and the chance of success is extremely low. Recently, a brand called “Wan Ji Le ” herbal tea brand planning “Blue Storm ” challenge Wanglaoji, aroused the author’s attention. From the category strategy point of view, “Wanji music VS Wong Lo Kat ” strategy is not in place, there are seven major marketing strategy mistakes, it is difficult to pose a threat to Wang Lao Ji, can not create a “China Pepsi.”