Drinking 100% orange juice can bring rich nutrition to the whole family. It not only has nutritious juice, but also is rich in real visible pulp and fruit. Drinking 100% orange juice seems to have experienced a wonderful process of drinking "fruit", which is naturally more nutritious.
100% orange juice has good flavor and taste, and the nutrition of pulp is more real and visible. Drink a glass of 100% orange juice every morning to stimulate your appetite and make your appetite greatly increase. The moisture in the mellow fruit juice carries the fruit nutrition, permeates every cell of your body, and makes you full of vitality all day. Don't forget to drink a glass of 100% orange juice between meals. It's like letting a high-speed running body enter a "gas station" to take a nap, taking nutrition from pure juice and sunshine pulp in time, and supplementing the body's needs at the first time. 3-5 cups of 200 ml 100% orange juice every day to accompany you to live a healthy life every day.
The company learned that Minute Maid juice has a history of 55 years through some materials, and put forward the concept of delicious, healthy and nutritious juice beverage, which has been successfully promoted in more than 65,438+000 countries and integrated into the local culture of the local market. But I asked, "What strategies are there to make consumers in China accept this kind of beverage and ensure that the Minute Maid brand will grow and develop in China as in other countries?" Ms. Ma's answer surprised me a little. It turns out that the juice sold in China market is different from that sold in the United States!
The success of any brand has maintained its relevance to local consumers, and the functions it can provide are related to consumers' lives and needs, which is a foundation of brand success. Minute Maid is a very successful international brand, which has been accepted by consumers in most countries in the world, such as 55 years of development history and sales markets in more than 65,438+000 countries. Summarizing these successes, on the one hand, we can provide high-quality products, provide convenient and delicious ways for consumers and provide nutrition for consumers; On the other hand, Coca-Cola has strong R&D strength. The company has professional researchers, constantly studying the different needs and constant changes of consumers for health, trying to meet these needs from the perspective of juice, so that the taste of products meets the needs of market development; For example, Coca-Cola introduced a new beverage product in the United States, which contains natural nutrients. Clinical experiments show that it can effectively reduce the cholesterol content in human body, which is in line with the international popular concept and trend of nutritious food. This example fully shows that a powerful R&D entity is supporting the development of Coca-Cola. In addition to these functions, it must be delicious, not easy. This is the first product launched by Coca-Cola's Minute Maid brand in China. This product is one of the series brands of Coca-Cola Company and one of the largest juice brands in the world. In 20 13 years, the product was sold in more than 0/00 countries. DougBippert, vice president of Minute Maid Asia Pacific, said that the investment environment in Tianjin is very good, which has been proved by the development of Tianjin Coca-Cola Company.
Consumers who like orange juice drinks have another choice. Following the introduction of Queer by Coca-Cola Company the year before last, Coca-Cola once again attacked the non-carbonated beverage market and launched Minute Maid orange juice in Beijing market.
Unlike the queer ones before, Minute Maid Orange is mainly aimed at adults, and its price is basically the same as that of similar products such as Master Kong and Uni-President: the price of a bottle of 450ml is 2.5 yuan, and the price of a bottle of 1.25ml is 5.6 yuan.
According to relevant statistics, since 1998, the juice market has grown at an average annual rate of 19%. This is the booster for Coca-Cola, a soda beverage giant, to attack the juice beverage market in a big way.
According to Coca-Cola sources, besides Minute Maid orange juice, Beijing Coca-Cola will also launch three kinds of non-carbonated drinks, including Nestle lemon green tea (popsicle), ready-to-drink Nestle coffee and energetic queer sports drinks. Minute Maid is a general brand used by Coca-Cola Company to promote juice drinks. Under this brand, there are many products with different formulas and tastes. Minute Maid sold in China is more suitable for the tastes of consumers in China, and it is a different product compared with those sold in other regions. For example, in the American market, consumers prefer pure juice drinks. Coca-Cola Company launched a pure beverage containing 100% orange juice, which combined with other relatively refreshing products of the brand to seize the market, but the names were all called "Minute Maid".
In the promotion of other brands and products of Coca-Cola, we always like to use the strategy of combining beautiful women with sports stars. This time, in the promotion of Minute Maid brand, we boldly introduced an elderly Hong Kong star, Mr. Liu Qingyun. Ms. Ma's spokesperson experience is also very American. She believes that the choice of Mr. Liu Qingyun is based on the following aspects: first, Liu Qingyun gives people the impression that it is sunny and healthy; Secondly, among young adults (about 25-35 years old), he has a high reputation and is highly concerned by the company's main target groups; In addition, in many literary films, he shows a kind of friendliness that often cares about others; Of course, he also has a unique sense of humor and can well understand the meaning to be expressed in company advertisements, so he was selected.
The brand structure owned by Coca-Cola Company is not difficult to find. In fact, Coca-Cola has been taking the road of single brand and multi-line. First of all, Coca Cola is not only a beverage brand, but also a company name. Coca-Cola brand is the main soft drink brand built by Coca-Cola Company, including Coca-Cola and Fanta, while Minute Maid brand is the juice brand to be developed by Coca-Cola Company, including Minute Maid, Fresh Orange and Queer. These are just two different directions for the development of Coca-Cola Company. The launch of the brand Minute Maid Juice has no influence on the Queer brand, mainly because their respective consumer groups are different. The target consumer groups of queers are teenagers aged 8- 14. Brand positioning is not only healthy and delicious, but also fully embodies a kind of fun. This paper expounds the brand through cartoons and cartoon images. Minute maids are mainly aimed at adults aged 25-35, and their main positioning is nutrition and delicacy. Its mood is to take better care of you and your family. Therefore, from the perspective of the company's strategic development, the emergence of Minute Maid has not affected the development of Queer brand, but is a supplement to the strategic development of the company's entire juice brand.
Coca-Cola, as a brand that has successfully operated for more than 65,438+000 years, is still young and full of vitality. It is precisely because Coca-Cola has adapted to the development of every era that it keeps pace with the times. Fully understand the thoughts and concepts of the target consumer groups, know their views and values, and then appropriately adjust the products to cater to the mainstream market, so as to ensure the long-term and vitality of the brand. Coca-Cola is a brand of young people, and each generation of young people has different views and thinking. Coca-Cola is to design products as much as possible into products that contemporary young people like according to the different views of each generation of young people. In other words, the brand can remain unchanged, but the design and taste of the product are not immutable. It will make appropriate adjustments according to the changes in the views of the target consumers at that time, keep pace with the times and keep up with the trend. Only in this way can the passion of a century-old brand be guaranteed.
In China, the brand launched eight kinds of fruit juices: orange, lemon, tropical fruit, mango, peach, grape, red grape, aloe and Sydney. 20 12 There are rumors about Minute Maid and Brazilian orange juice. It is reported that Minute Maid orange juice contains carbendazim, which can cause brain damage and cancer. Later, the Coca-Cola Company confirmed that this incident was a malicious attack by cyber black hands. Coca-Cola Company has confirmed the online rumor attack on Minute Maid Orange and reported the case to the public security organ.
20 12 65438+ USA 10 month
Coca-Cola Company found in the United States that a fungicide sprayed by Brazilian fruit farmers for fruit trees (named "carbendazim") was not registered in the United States. Coca-Cola Company took the initiative to report to the US Food and Drug Administration (FDA) in a responsible manner. After the evaluation by the US Food and Drug Administration and the US Environmental Protection Agency, it is confirmed that American beverages made of Brazilian orange juice are safe.
Carbendazim is a broad-spectrum fungicide, which has been approved by many countries. The EU allows the maximum residue in fruit juice to be 200ppb. The United States has not approved its use in citrus fruits.
The carbendazim detected above comes from raw orange juice imported from Brazil. This pesticide is allowed to be used locally, but it is banned in the United States. The FDA believes that the residual level of carbendazim detected is far below any standard that may cause potential safety hazards.
20 12 1 month, at the same time, in order to dispel public doubts, China immediately sent the raw materials of Brazilian orange juice for inspection. 20 12 10 19 was tested by the national food quality supervision and inspection center, and the results showed that carbendazim was "not detected", which fully met the national standards and there was absolutely no safety problem. 1. Life rule: go to bed early and get up early, get up from 6: 30 to 7: 00 in the morning (summer is different from winter), and go to bed at 10: 00 at the latest (except for special reasons). At the same time, after getting up in the morning, before doing exercise or doing some housework (such as washing clothes), drink a cup of warm and salty boiled water on an empty stomach and a cup of honey water before going to bed at night. At the same time, before going to bed and waking up.
2. Reasonable diet: eat more fresh fruits or drink more 100% orange juice, and eat less unhealthy foods such as animal food and fried food. Reasonably match various food structures and maintain a balanced diet.
3. Appropriate exercise: I will choose appropriate exercise according to my actual situation that day. If I can't do morning exercises, I will take a walk after dinner, or take the cobblestone road, or do some small movements to stretch my body during work, including looking down, squatting, stretching and so on.
4. Keep a positive attitude towards life: It is inevitable to encounter various difficulties or dilemmas in life, and sadness and pain are always indispensable. Please face life and difficulties with a positive attitude.