Coca -Cola entered the herbal tea market, the brand name was spit, and the prospect was not optimist

The beverage market has always been unstoppable. After Wang Laoji saw the beer market, Coca -Cola saw Wang Laoji's old -fashioned herbal tea market.

Recently, some media revealed that Coca -Cola launched a herbal tea drink, named "Pacilia", the official flagship store is priced at 297 yuan/box, a box of 24 bottles, and the capacity of each bottle is 500 ml. The average price of each bottle of deodority exceeds 12 yuan, which refreshes people's perception of herbal tea.

When it comes to Chinese herbal tea, then Wang Laoji has to be mentioned. Wang Laoji became China's first herbal tea brand with a bombardous advertisement. When the brand was the highest value, it exceeded 100 billion yuan, which was an incredible achievement. In 2018, the chairman of Guangyao Group stated at the 190th anniversary of Wang Laoji that Wang Laoji's sales had exceeded 20 billion yuan, becoming the first brand of national beverages. From the perspective of sales, it has surpassed Coca -Cola.

However, this statement of the chairman of Guangyao Group has not been recognized by the market, because many data are not compared with financial reports.

In any case, Wang Laoji has at least the ability to challenge Coca -Cola or squeeze the Coca -Cola market. This is also a place where Coca -Cola needs to worry.

Coca -Cola thought of a counterattack method, that is, selling herbal tea, but Coca -Cola's herbal tea was miserable by netizens.

First of all, the name of the prone grass is not good. Paradise is a relatively common Chinese herbal medicine. For medical students, it does not feel much named. But for ordinary consumers, the name of the prone grass is very bad, and there is even a unlucky feeling. Because it is easy to think of pesticide blossoms when seeing the name of the prone grass, and the proclastation is a toxic drug.

Coca -Cola may want to give consumers a pure natural feeling. From the perspective of positioning, the problem is not big. But lacking comprehensive considerations in product naming, it took it for granted.

Coca -Cola's mistakes in the naming are also the errors that most of us may make in their entrepreneurship, and we must try to avoid it.

Try to avoid those unlucky names. For example, after the popular tea became popular, one person opened a tea shop. At first, it was quite hot, but after a long time, the shop was no longer. "This word?

There is also a milk tea shop called "Xunye", which is a very good name in itself, and the meaning is also very good, but when it is in Shanghai, it becomes taste. Because Xunxing and the "seeing death" of Shanghai dialect are a pronunciation, which is a bit not friendly. Therefore, as soon as this milk tea shop opened, aunt Shanghai suggested that it was renamed, otherwise it would be difficult to sell it.

Because the brand name of the accent made of mistakes is not just "seeking joy" milk tea, Toyota Motors has also made the same mistake. In 2020, Toyota launched a new car name "Aolan" at the Guangzhou Auto Show. The official explanation was "proud of life, controlling waves." However, Ai Lan said in Chaoshan dialect, but it means "counseling, soft eggs".

Therefore, in the face of the controversy, there are two options for Coca -Cola. One is to continue to implement it to look at the specific feedback data of the market. The other is to launch another new herbal tea name.

Secondly, the prices of prone grass are so expensive. Regardless of whether it is Wang Laoji or Jiaduobao, the herbal tea products have invested huge advertising fees, and the retail price of a can is only about 3.5 yuan, which is only 1 yuan more expensive than Cola.

Don't underestimate these 1 yuan, there are still many people who choose to drink cola, because cola is also delicious, can save money, why not?

However, the price of deeds exceeded 12 yuan, and the price was too expensive. The cost of drinking a bottle of kraao is equivalent to drinking 5 cans of cola and 3 cans of Wang Laoji. Even the "Gui" family Yiyun mineral water in the water must be willing to see the wind, because the mineral water of the glass bottle is only about 11 yuan/bottle.

In addition, the positioning of prone grass is not consistent with the Coca -Cola in people's impression, because Coca -Cola can achieve no price increase for more than ten years, compared with other domestic beverages, it has obvious price advantages. The retail price of the famous domestic soda brand of the Arctic Ocean has reached 6 yuan. In comparison, Coca -Cola feels cheap and affordable.

Prawal deviates from the original positioning of the brand and gives people a feeling of cutting leeks. Assuming that the retail price of Kwarwood is set at 3 yuan/bottle, which is slightly lower than Wang Laoji, then many people may not care about the name of Xia Wutura. After all, the price is cheaper than domestic brands. What bicycles do you want?

In the end, the packaging design of the grass is hard to say. Seeing Coca -Cola's deodorous packaging, you will have a feeling of knowing each other, because Master Kang produces a bottle -like drink, the biggest difference is the difference in packaging paper. The retail price of Master Kang is about 3 yuan/bottle. Selling more than 12 yuan will give people a sense of incompatibility.

All in all, the Coca -Cola Kailawu and the cognition of people have a huge conflict. It is not easy to sell well. The real problem is not to be in the product packaging itself, but the name, price and packaging of the product.

Do you optimistic about the market prospects of pruritus?

This is the best era and the worst era. With capital thinking and innovation models, the world is your stage!

In the new business world, there are no eliminated industries. Only the eliminated products and outdated business models will focus on product innovation and model innovation in the future.

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