The development of ready to drink green tea market in Japan
Keywords:
ready to drink green tea, market developmentAbstract
Nowadays ready to drink green tea is very popular in Japan. But in Year 1989, when ready to drink green tea had already launched to the market for 4 years. It wasn’t popular at that time. The market shares of 12 categories of non-alcoholic drink, ready to drink green tea ranked in 10th place. However, in year 2019 ready to drink green tea had high growth rate and ranked in 3rd place of non-alcoholic drink market shares. It’s interesting that how to ready to drink green tea producer could develop the market. This article studies about the development of ready to drink green tea market from started in year 1985 until present. Furthermore, analyses market development by marketing mix. Marketing mix is product, price, place and promotion. The result is the first, product strategies, innovation and product development, product branding, create brand loyalty and product variety. The second, price strategy is non-price competitive. The third is place or distribution strategy, concentrate on convenience store and vending machine, next priority is supermarket. The forth is promotion strategy, not only focus on television commercial to communicate important message to the customer, but also provide an event or project including a seminar. All of strategies support the development of ready to drink green tea market via competition of green tea producer to expand ready to drink green tea market steadily.
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