Nestle Ice Tea Icy pole- Ice to your shake.doc

 PAGE \* MERGEFORMAT 3 Nestle Ice Tea Icy pole: ‘Ice to your shake’ ■ Brand Name: Nestle ■ Product Category Description: very Icy Ice Tea ■ Entry Category: Daily Class ■ Advertising Campaign Name: Ice to your shake ■ Advertiser: Coca-Cola Beverage Co., Ltd. ■ Advertising Company: Lintas Advertising Co., Ltd. Market Overview Nestle Nestle Ice Tea is a very Bingshuang new listings in 2005 tea beverage products. The time of its listing in the face of very difficult market environment: Master, unified brands seize the market opportunities, accounting for a dominant market position. Very fierce competition, tea drinks, brand and product after another, then those living on the degree of difficulty is considerable. A high degree of homogenization of the market, each brand to snatch a limited market space. Has invested heavily in the market, but the effect was far from satisfactory. Differences in sensitivity to low consumer brand, the brand is not strong specify the purchase of the extent and distribution of resources account for a business can rely on competitive factors. However, to access resources for a strong hold, manufacturers often have to pay a huge price. Even so, in the fierce competition, the path often only able to maintain the leading position in a very short period of time, do you Changba my debut. Nestea After lengthy communication, has established a ‘young, modern, Western brands, dynamic fun’ image. While the new polar ice is a ‘super cool’ as a selling point of products that can bring with it the feeling of physical and mental Relax in the product concept have some differences. To achieve market penetration, the only way out is to create a distinct brand differentiation, homogenization of competition out of the quagmire and eventually come to the fore. How to ice a very ‘super cool’ to this USP to be prominent, and thus in the dissemination of clear-cut in shape, with a unique differentiated brand personality, occupy market segmen