Chinese consumers are experimental when it comes to RTD tea purchases and consumption, and FMCG companies in China are keen to innovate in their food and drink products. A market fueled by innovation is a threat to brands that stand still, but at the same time offers profitable opportunities for those that actively adapt to change. Brand guardians can significantly benefit from developing an in-depth understanding of the reasons for the success or failure of new product launches or marketing campaigns.
During its 13 years in the market, Nestea's flavor options and branding were similar to those of its competitors. Its failure to respond quickly to changing trends made it lose the chance to regain lost ground.
The fast-changing nature of emerging markets is driving food and drink innovation, as well as the growth of niche products in these markets.
"Failure Case Study: Nestea Iced Tea in China" is part of Canadean Consumer's Successes and Failures research and looks at the reasons behind the recent exit of Nestea iced tea from the Chinese RTD tea market and what foreign companies can do to grasp opportunities as they face strong threats from local competitors.
It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.
Reasons To Buy
Reduce the risk of failure by learning from brands/products that have underperformed: failed innovation can severely impact profit and reputation.
Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
Access valuable strategic take-outs to help direct future decision-making and inform new product development.
Single User License:
Corporate User License:
Uni-President Enterprises Corporation (owner of Uni-President)
Tingyi (Cayman Islands) Holding Corporation (owner of Master Kong aka Kangshifu)
L'Oreal (owner of Garnier)
Revlon (owner of Revlon)
Success, failure, FMCG, China, emerging market, RTD tea, soft drink, Nestle, Coca-Cola, Chinese market, flavor, positioning, brand identity, Uni-President, Master Kong, younger consumers, white-collar, risk-averse, experimental, undifferentiated, celebrity endorsement, CAGR, on-the-go, functional drink, motivation, health, experience seeking, aspiration, innovation, BRIC, niche
select a license
NEWSLETTER BY CATEGORY
Coherent, high-quality, thoroughly-researched reports. We received a very quick response to all our queries which eventually expedited the entire process.... "VP Innovation, Engineered Profiles LLC"
Well structured, the insights they shared with us were very helpful and reliable. Their timely assistance make their services invaluable to us. I would highly recommend them and would definitely use them again in the future if needed... "President, VPP E-Data Services, VPP E-Data Services"
The report sent to us was on the point, and its information was quite extensive, well structured, and well researched. More importantly what we valued was your response time and professionalism. As a leading global consulting firm, our clients expect high quality deliverables in short periods of time, so a reliable research partner is essential. For the price that you have charged the quality of your services were exceptional. We look forward to continue our relationship with your team on future engagements.... "Senior Associate, Booz Allen Hamilton"
This is with regards to your report on India PVC pipes and fitting market outlook industry outlook to 2019. This is a very well written report and accept my compliments on the same.... ... "Mohit Mittal, Consultant, KPMG Advisory Services"
I am pleased to see the very useful and productive information in the report..Very well structured great presentation reflect professionalism in your research studies.... "Mustafa Masood, Financial Analyst , Coldwell Banker Riyadh"