1. Market Research
  2. > Beverage Market Trends
  3. > Failure Case Study: La Moradita de Inca Kola soft-drink ; The risks of relying on brand equity when tackling a national favorite

Summary
Carbonates consumption in Peru is forecast to only grow by 1% in the forthcoming years, affected by the "junk food law," which promotes healthy eating for children and adolescents, and a poor economic forecast. This suggests the category needs new approaches and fresh ideas to revitalize the segment, where health and quality play an essential role.The segment is also quite static and is dominated by Inca Kola with its yellow soft drink products. New launches need to provide a sustained innovative idea, in the form of a defined selling proposition, with a clear target audience and very specific benefits.

Key Findings
- This soft drink seemed to have everything necessary to be a success as it was marketed under the most iconic soft drink brand in Peru, considered part of the national identity, and featured chichi, a flavor inspired by local cuisine. However, it failed to gain traction and the product was withdrawn from the market only four months after its launch.

- Shoppers were confused about the product as they did not understand its concept or any of its benefits. This, together with confused communication messages and lack of marketing segmentation, contributed to its failure on the market.

Synopsis
Failure Case Study: La Moradita de Inca Kola Soft Drink is part of Canadean's Successes and Failures research and explores the reasons for the failure of this product in Peru.

- WHAT? Understand the characteristics of La Moradita de Inca Kola soft-drink

- WHY? Discover how La Moradita de Inca Kola failed to provide a unique selling proposition to appeal to shoppers

- TAKE-OUT: Learn from this failure, seeking further opportunities in the soft drink segment.

Reasons To Buy
- Reduce the risk of failure by learning from brands/products that have under-performed: 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.

Table Of Contents

Failure Case Study: La Moradita de Inca Kola soft-drink ; The risks of relying on brand equity when tackling a national favorite

View This Report »

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 24 Million searchable statistics with tables, figures & datasets
  • More than 10,000 trusted sources
24/7 Customer Support

Talk to Ahmad

+1 718 618 4302

Purchase Reports From Reputable Market Research Publishers
Caribbean Beer Market Insights Report 2016

Caribbean Beer Market Insights Report 2016

  • $ 11190
  • Industry report
  • September 2016
  • by Canadean Ltd

Summary Overall, the Aruba beer market continued to be highly fragmented, with strong presence of imported brands. In 2015, Heineken not only continued its robust performance thanks to its strong brand ...

Global Beverage Forecasts September 2016; Comprehensive Topline Analysis of All Commercial Beverages Trends and Forecasts

Global Beverage Forecasts September 2016; Comprehensive Topline Analysis of All Commercial Beverages Trends and Forecasts

  • $ 10720
  • Industry report
  • September 2016
  • by Canadean Ltd

Summary As consumers have switched to healthier and more varied beverages, carbonates consumption in general, and cola in particular, has been eroded by the steady expansion in alternative soft drinks, ...

Quarterly Beverage Tracker - Third Quarter 2016 India

Quarterly Beverage Tracker - Third Quarter 2016 India

  • $ 7035
  • Industry report
  • November 2016
  • by Canadean Ltd

Summary With the good summer and the increase in consumers considering packaged water a healthy drink many new players emerged in the packaged and bulk/HOD water categories. Many sub-regional bulk/HOD ...


Download Unlimited Documents from Trusted Public Sources

Global Cognac Demand Analysis

  • January 2017
    2 pages
  • Cognac  

    Wine  

    Beverage  

  • World  

    Australia  

View report >

Beverage Industry in Philippines

  • January 2017
  • Beverage  

    Food  

  • Philippines  

    Asia  

View report >

Beverage Industry in Philippines

  • January 2017
  • Beverage  

    Food  

  • Philippines  

    Asia  

View report >

Related Market Segments :

Beverage
Soft Drink

ref:plp2016

Reportlinker.com © Copyright 2017. All rights reserved.

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