Nongfuguoyuan- Differentiated Marketing decisive juice market.doc

 PAGE \* MERGEFORMAT 17 Nongfuguoyuan: Differentiated Marketing decisive juice market 2003 was the year the juice beverage industry. In the carbonated drinks, bottled water, tea drinks have launched three major categories for several years after the market boom, juice drinks in order to fashion the image of the healthy beverage market to become the new darling. Since last year, the market is room for further expansion, the major beverage giants push into the juice market, the industry has entered a threshold increase. New entrants want to achieve a breakthrough, in addition to Bipin funds, equipment, raw materials and other factors, the standard of marketing strategy will also become the key to victory or defeat. Drinking water industry, specializes in marketing innovative Nongfushangquan juice products introduced this year - Nongfuguoyuan, and in the fierce market competition, won the first battle with a substantial market share, its differentiation strategy should apply to enter the field of fruit juice businesses to learn from. Although the lack of big brother juice market, but the competitive bar has been raised Fruit juice industry, prospects are extremely good, statistics show that Americans are spending an average of 45 liters of juice, 46 liters of Germany, Japan and Singapore as 16-19 liters per capita consumption amounted to 7 liters of the world, while China’s per capita annual consumption is only one liters, the growth of the domestic fruit juice market is very big. The status quo from the market perspective, fruit juice industry is growing, consumer choice rate of more than 35% in 2002, market capacity to reach 2 million tons, and has maintained double-digit growth rates. But on the whole industry analysis, is still a lack of strong leadership brand. By the end of March of the Chinese National Commercial Information Center released a report that shows the top 10 fruit juice market, the brand is not a comprehensive market share of more than 20%