复旦大学：《中国市场营销 Marketing in China》课堂展示案例_Marketing in China Master Kong

康尊 Marketing in Ching master Kong Tang Lok Yiu ( yoyo Yu Wai Sum(Monica) 11340690109 11340690110

Marketing in China Master Kong Yu Wai Sum (Monica) 11340690110 Tang Lok Yiu (Yoyo) 11340690109

Content Overview of beverage industry and Non What makes maste alcohol business Kongs consumer Consumer market trend in the world happy and loyal Overview of Beverage industry and nor What are the values alcohol business Master Kong created SWOT analysis trend in the china for consumers Introduction of Master Kong Brand and product Challenges in China Competitors Master Kongs usiness model Next Step in China

Content Overview of Beverage industry and Non￾alcohol business trend in the world Overview of Beverage industry and Non￾alcohol business trend in the China Introduction of Master Kong Competitors Master Kong’s Business model Brand and product What are the values Master Kong created for consumers? What makes Master Kong’s consumer happy and loyal Consumer market SWOT analysis Challenges in China Next Step in China

婷 Overview of beverage industr and Non-alcohol business trend in the world

Overview of Beverage industry and Non-alcohol business trend in the world

Overview of Beverage industry and Non-alcohol business trend in the world People s living pace is faster People are more stressful Development of economy leads to a better living standard People demand healthier functional drinks

• People’s living pace is faster • People are more stressful • Development of economy leads to a better living standard ➢People demand healthier functional drinks Overview of Beverage industry and Non-alcohol business trend in the world

Overview of Beverage industry and Non-alcohol business trend in the world Functional drinks grow globally in a fast rate Eg Sport drinks, energy drinks, calcium boost drinks, 渔急 Red Bull Carbonated drinks market saturated Expected decline in carbonated products 巴

• Functional drinks grow globally in a fast rate • Eg. Sport drinks, Energy drinks, calcium boost drinks, • Carbonated drinks market saturated Expected decline in carbonated products Overview of Beverage industry and Non-alcohol business trend in the world

康婷 Overview of beverage industry and non-alcohol business trend n china

Overview of Beverage industry and Non-alcohol business trend in China

Overview of Beverage industry and Non-alcohol business trend in china Major categories of beverages in China Carbonated drinks Fruit and Vegetable juice g. Coca-cola 盘 Eg. Huiyuan Juice 金金2 Tea drinks Bottled water Eg. Master Kong Ice Tea Eg Nongfu Spring

Overview of Beverage industry and Non-alcohol business trend in China Major categories of beverages in China Carbonated Drinks Eg. Coca-Cola Fruit and Vegetable Juice Eg. Huiyuan Juice Tea Drinks Eg. Master Kong Ice Tea Bottled Water Eg. Nongfu Spring

Overview of beverage market and Non-alcohol business trend in China Main Direction: Health drinks Eleventh five-Year plan focused on adjusting the beverage product structure and reduced the proportion of carbonated averages Result

Overview of beverage market and Non-alcohol business trend in China • Main Direction : Health drinks • “Eleventh Five-Year Plan” : focused on adjusting the beverage product structure, and reduced the proportion of carbonated beverages • Result ?

Overview of beverage industry and Non-alcohol business trend in china New categories of beverage entering the market →( Functional drink Eg Sports drinks, energy drinks, vegetable protein drinks China market: Continue to grow due to demographic changes 元

• New categories of beverage entering the market (Functional drink) Eg. Sports drinks, energy drinks, vegetable protein drinks • China market : Continue to grow due to demographic changes Overview of Beverage industry and Non-alcohol business trend in China

What is Master Kong?

What is Master Kong?