Among them, what health master green tea publicizes is green health, what black tea publicizes is mouthfeel, the pure and fresh quietly elegant that jasmine flower tea publicizes, what barley tea publicizes is sunshine free and easy, in these fractionize category in running, the tone sex that publicizes to advertisement from the choice of spokesman can maintain the image with a kind of unified category with tea, agree with the inherent acknowledge that people plants to different tea.

In the meantime, health master and unite the young and fashionable consciousness in the brand to safeguard going up also is do something one knows well, did not stay to give from brand image to adversary the chance that cuts.

The consolidate step by step of as first-class as health master, all adversary is contrary is, coke Cola is in of tea drink run on show unfamiliar to market of Chinese tea beverage one side, make same mistake again and again. 　

　　 3, the brand of oneself runs error

If the error of Coke Cola is conveyed with a word, that is the brand strategy that pursued a mistake in wrong time, below and look author slowly come.

Error one: Weigh notional light product

Tea beverage regards beverage as the product, the first item characteristics still is mouthfeel. Go up century 90 time, in drink health consciousness is returned is not very intense when, the rising sun rises to take the lead in rolling out beverage glacial tea namely, depend on distinctive mouthfeel, one tea is faddish. Hind the error because of enterprise oneself, the rising sun rises a brand to exit the market gradually. Overall will tell, though tea beverage grants relative to carbonic acid beverage the product impression of person health, but from tea beverage spend consumption again group slant young in light of, mouthfeel is the very crucial attribute that tea beverage consumes from beginning to end.

Regretful is, coke Cola is run in the market of tea beverage in, show the one side of strength of heavy concept light product apparently. Tea grinds when labour lane enters town, the competition on tea beverage market already very intense, health master and unified careful to the market already cultivated. The tea that enters town in this moment grinds to labour lane is on product mouthfeel and did not choose to differ dissimilation, differ with the mouthfeel of green tea drink such as health master not quite. And enter town this year before long Yuan Xie green tea, more be being thought after had sampled by a lot of consumer just is grind tea labour lane changed to pack just. Because the product is coessential,change, the health master of first impressions are strongest, interconnected system is first-class and natural have an advantage, fall without market error circumstance in adversary, coke Cola wants to had grabbed market share from inside adversary hand is difficult issue undoubtedly. 　　
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