Energy Drink In China

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China has embarked on a rapid economic growth specifically in urban areas which has resulted on booming consumer market for high end good and services. People of China would account for 20% of global luxury goods for as early as 2015 which will be a huge $27 billion. By 2020, Chinas middle class is expected to burgeon to 45% of the population which would be nearly 700 million people. These reasons make China a very lucrative target market for luxury drink makers like ours. This well documented growth of disposable income amongst Chinese consumers puts forth a very advantageous space in the regional market as global beverage manufacture. An in-depth research on Chinas fastest growing soft drinks from 2010-2013 gives a strong signal that with right kind of marketing and featuring beverages with a targeted function can lead to exponentially growth. Our energy drink by Illy fits this bracket very nicely. Illypower has a narrow focus and gives the prospective consumers a drink with a function rather than the flavour alone. It is full of anti-oxidants and is made from recyclable coffee capsules used in making coffee in our Illy’s Italian coffee manufacturing plant.
Traditionally homeopathic medicines used in Chinese culture have helped to create a consumer base which is more accepting of caffeine based sustainable functional beverages. Some definite examples to support our argument is the popularity of herbal teas which help in digestion. Also, Asian speciality drinks such as peanut milk and almond juice are popular as it is believed that vegetable protein from the beverages can prevent obesity. These consumer beliefs have opened the doors for functional and health-focused beverages like ours. RTD teas such as President, Master Kong and...

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...et as, from the analysis on the China market. Also from our analysis we know that people of China with their high disposable incomes will willingly pay a premium price for the latest products. Chinese consumers regularly have demonstrated a keen desire to pay a significantly higher price for products that provide a sense of prestige and sophistication. In 2011, China became the third largest market for global luxury brands, accounting for almost 25 percent of global sales of consumer luxury products. Simply carrying an imported label can often, though not always, be enough to put products into a premier rice category It has also been observed high price of a product is directly correlated to the quality of that product. Taking into account the extreme high quality from which this product is manufactured, we are definite that Powerilly to be a leader in its industry.

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