comparative analysis of some brands of fruit and vegetable juice:
product brand
category, composition
brand core appeal
target market
marketing
channel selection
advertising performance
packaging price
Mengniu
fruit and vegetable yogurt
juice+vegetable juice. Pineapples are paired into three kinds of fruit and vegetable yogurt with different tastes
three-dimensional nutrition
fashion and health
nationwide
young fashion and health-seeking groups aged 18-35
TV advertisements (central and local TV stations), celebrity endorsements by SHE and Fei Hailun, online advertisements (QQ joint marketing), entertainment marketing (achieving music dreams) and other three-dimensional communication
. More nutritious
sour and sweet, I am the master
211ML
tetra pak
2.5 yuan/bag
Becky
Wild vegetable juice
Carrot, vegetable juice and fruit and vegetable juice drinks
Healthy drinks
Wild vegetable series
Fujian and Guangzhou
Children aged 5-15.
-poster
Drink wild vegetables and find Becky!
-family
What if the children don't eat vegetables, Becky wild vegetables!
-children's
full game Becky wild vegetable juice
-youth TV advertising slogan
PET
451ML 3.5 yuan/bottle
931ML 7 yuan/bottle
Wellcome
Gu Li
1, Gu Yuan Jiang Four Seasons Series
Coix seed. Sugar-free series of concentrated grain pulp
buckwheat concentrated grain pulp
original grain concentrated grain pulp
nutritious and healthy breakfast
natural grain
Fujian and Zhejiang-based national market
children aged 5-15
teenagers aged 15-25
families aged 25-45
TV advertisements and TV advertisements.
-Poster packaging (pre-stage)
The power from the earth grain!
-tetra pak (later period)
breakfast and cereal are encouraged! —— newspapers and other propaganda slogans
251ML
tetra pak
1.9-2.2 yuan/package
intelligent leisure farm
walnut dew vegetable protein drink, corn syrup, corn milk
China leisure and natural concept
Guangdong
25-41. 511ML roof bag
11-21 yuan/bag
Hand in hand
Carrot orange juice, pumpkin juice, apple juice and other
111% fruit and vegetable juice
Fruit and vegetable nutrition experts
Northern market mainly
SHE endorsement, sponsorship, public welfare activities, terminal promotion
catering, KA
. Can
tetra pak 1111ML
9.5-11.5 yuan/pack
Yangshengtang
Farmers' Orchard
Mixed fruit and vegetable juice with medium concentration
National market
National TV advertisement, terminal promotion
International KA, small and medium-sized supermarkets, convenience stores and restaurants.
Plastic bottles
381ML3.4 yuan/bottle
1.5L*2 bottles of 9.9 yuan (promotional price)
Wahaha
Nutrition Express Line
(HOLLE C)
Mixed fruit milk juice
(low concentration juice+milk)
Fashion and nutrition
National. Terminal system promotion
comprehensive coverage
Internet cafes
thirst-quenching, nutrition and mental health
one bottle for breakfast and one bottle for mental health
511ML
3.5-4.5 yuan/bottle
unification
more fresh oranges
(tomato juice) < The market promotion and channel construction of the system
comprehensively cover
unify the fresh oranges, More C, more beautiful
More fresh oranges every year, more family fun
PET
381ML
2.5-3.5 yuan/bottle
Huiyuan
Real fresh orange
111% pure juice
Fresh and delicious
National
National TV advertisement, and Yolanda endorsed Huiyuan 111%. Fresh, delicious, healthy and golden moment, early drinking Huiyuan
tetra pak, PET
511ML
3.3 yuan/bottle
Keguomei
high-end 111% fruit and vegetable drinks
delicious fruits, Bodybuilding
Healthy life partner
First-and second-tier cities such as East China and South China
TV advertisements, large-scale vivid display of terminals
international KA, small and medium-sized supermarkets, high-end convenience stores
natural taste, enjoy yourself
Give you a hundred percent smile
PET packaging 211ML, 281ML, 911ML, 1111ML
Li Ziyuan
corn juice
golden food in miscellaneous grains
Zhejiang as the main food
young white-collar workers
terminal promotion, small-scale TV advertising, dealer sales support
supermarket KA, catering
balanced nutrition, healthy
natural nutrition and vitality
3. Can
Shangshufang
111% fruit and vegetable juice
pure natural, without additives
Chongqing
young white-collar workers, business people
outdoor advertising, activity promotion
pregnant and baby channels, supermarkets
listening to it every day, benefiting mothers and raising babies
fully supplementing the nutrition needed by mothers and babies,