Failure Case Study: Nestea Iced Tea in China

Publisher     :
Canadean
Published     :
February 2016
Delivery Method     :
By product vendor
Format     :
pdf
Product Code     :
CS0002SF
Pages     :
16
Price :   £ 767.00

Summary
" 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.

Synopsis
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.

Reason 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.