1. Market Research
  2. > Beverage
  3. > Soft Drink
  4. > Hot Drink Market Trends

Nestea Iced Tea in China

  • March 2016
  • 15 pages
  • MarketLine
Report ID: 3730820

Summary

Table of Contents

Search Inside

Introduction

Nestea iced tea was extended into China in the early 2000s by Nestea in conjunction with Coca-Cola, intended to capitalize on the country's growing ready-to-drink (RTD) tea market. After 13 years, the line had to be withdrawn from the Chinese market, having lost brand value for four consecutive years.

Features and benefits

- Learn about Nestea's entry in to the Chinese RTD tea market and understand why it ultimately failed.
- Understand the market dynamics of Chinese consumer markets.
- Assess how other companies may avoid a similar failure.

Highlights

- The RTD tea line was too similar to other products on the market, and therefore it failed to differentiate itself due to the lack of distinct flavor appeal and an unclear brand identity.

- An inability to predict and respond to new emerging trends in soft drinks contributed to the brand losing the chance to win back market share.

- Innovative product offerings and marketing are what help brands to resist strong competition and achieve clear differentiation. Companies should capitalize on the changing Chinese market with more niche products to target new consumer segments.

Your key questions answered

- What is Nestea?
- Why were Coca-Cola and Nestle eager to enter the Chinese RTD tea market?
- Why did the brand ultimately fail?
- What can other companies do to avoid a similar failure?

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 60 Million searchable statistics with tables, figures & datasets
  • More than 25,000 trusted sources
  • Single User License — provides access to the report by one individual.
  • Department License — allows you to share the report with up to 5 users
  • Site License — allows the report to be shared amongst all employees in a defined country
  • Corporate License — allows for complete access, globally.

Ahmad helps you find the right report:

Testimonials

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

We were impressed with the support that ReportLinker’s research specialists’ team provided. The report we purchased was useful and provided exactly what we want.

Category Manager at
Ikea

ReportLinker gave access to reliable and useful data while avoiding dispersing resources and spending too much time on unnecessary research.

Executive Director at
PwC Advisory

The customer service was fast, responsive, and 100% professional in all my dealings (...) If we have more research needs, I'll certainly prioritize working with ReportLinker!

Scott Griffith

Vice President Marketing at
Maurice Sporting Goods

The research specialist provided prompt, helpful instructions for accessing ReportLinker's product. He also followed up to make sure everything went smoothly and to ensure an easy transition to the next stage of my research

Jessica P Huffman

Research Associate at
American Transportation Research Institute

Excellent customer service. Very responsive and fast.

Director, Corporate Strategy at
Ingredion

I reached out to ReportLinker for a detailed market study on the Air Treatment industry. The quality of the report, the research specialist’s willingness to solve my queries exceeded my expectations. I would definitely recommend ReportLinker for in-depth industry information.

Mariana Mendoza

Global Platform Senior Manager at
Whirlpool Corporation

Thanks! I like what you've provided and will certainly come back if I need to do further research works.

Bee Hin Png

CEO at
LDR Pte Ltd

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

Purchase Reports From Reputable Market Research Publishers

Global Hot Tea (Hot Drinks) Market - Outlook to 2020: Market Size, Growth and Forecast Analytics

  • $ 12995
  • Industry report
  • March 2017
  • by GlobalData

Global Hot Tea (Hot Drinks) Market - Outlook to 2020: Market Size, Growth and Forecast Analytics Summary "Global Hot Tea (Hot Drinks) Market - Outlook to 2020: Market Size, Growth and Forecast Analytics" ...

Global Iced/Rtd Tea Drinks (Soft Drinks) Market - Outlook to 2020: Market Size, Growth and Forecast Analytics

  • $ 12995
  • Industry report
  • March 2017
  • by GlobalData

Global Iced/Rtd Tea Drinks (Soft Drinks) Market - Outlook to 2020: Market Size, Growth and Forecast Analytics Summary "Global Iced/Rtd Tea Drinks (Soft Drinks) Market - Outlook to 2020: Market Size, Growth ...

Cater Insight: Foodservice in Finland

  • $ 9995
  • Industry report
  • February 2017
  • by GlobalData

Cater Insight: Foodservice in Finland Summary "Cater Insight: Foodservice in Finland", report provides extensive insight and analysis of the Finnish Foodservice market over the next five years (2016-2021) ...


ref:plp2016

Reportlinker.com © Copyright 2017. All rights reserved.

ReportLinker simplifies how Analysts and Decision Makers get industry data for their business.