How to make "health" a sales proposition of beverages?

The contracted companies are all well-known industry giants, including Kraft, Mars, Campbell's Soup, Danone and Pepsi. They promise that no more than 35% of the calories in the food sold in vending machines, canteens and fast food restaurants on campus come from fat, and no more than 65,438+00% of the calories come from saturated fat. There is no way to exploit loopholes, because all foods that do not meet the requirements will be "swept out of the house". The Clinton Foundation cooperates with the American Heart Association to solve the growing problem of childhood obesity in the United States. Prior to this, they had signed agreements with Coca-Cola and Pepsi-Cola, allowing only healthy drinks such as water, fruit juice and low-fat milk to be sold in American primary and secondary schools. This is not the first time that the international community has raised the banner of healthy drinks. As early as a few years ago, people began to pay attention to the unhealthy problem of carbonated drinks. The consumers of this drink are mostly teenagers. In order to save the downward trend of sales of these products year by year, they began to play online games and star cards, and maintained consumer loyalty and promoted sales by diluting product attributes and improving brand added value. The concept of healthy drinks is aimed at unhealthy drinks, because carbonated unhealthy drinks occupy a large part of the market. In order to increase the market share of healthy drinks, we must play the "healthy" brand. Health drinks include many categories: functional drinks, tea drinks, juice drinks, milk drinks and so on. But who can play the brand of "health" well? Let "health" become the unique sales proposition of its brand? At present, no one in China can do this. The pulse of "sports drink" represented by functional drinks: Pulse was born in the SARS period in 2003, and it is a functional drink rich in vitamins and minerals. In order to improve immunity, many consumers began to pay attention to this functional beverage, which led to the hot sale of Pulse. However, apart from remembering Jet Li's advertisements and packaging, we can hardly remember its other complaints. Without its unique sales proposition, consumers have no reason to continue buying. Master Kong iced black tea, the representative of tea beverage: tea beverage was once popular in Japan and Taiwan Province, China. At present, in China, the two manufacturers with the largest market share of tea drinks are Master Kong and Uni-President from Taiwan Province Province. Among them, Master Kong iced black tea was the representative, and the sales volume once rose very fast. The slogan "full of ice power" highlights the "cool" taste of Master Kong's iced black tea. In fact, "tea polyphenols" are very healthy substances, but we have not seen tea drinks regard health as a good complaint. Juice drinks represent more fresh oranges: Juice drinks represented by more fresh oranges are a miracle of the times. The slogan of "more C is more beautiful" aims at its target consumer group: young women, giving them a good advantage: because there is a lot of vitamin C, drinking too much is more beautiful. This unique sales proposition is mainly based on the core interest point of "beauty" to impress consumers. Nutrition express line represented by milk beverage: Nutrition express line is a single fruit milk beverage. The listing of this product has made a turnaround for Wahaha and improved Wahaha's share and influence in the primary and secondary markets. Nutrition Express is mainly aimed at the core interest point of "nutrition". The simple slogan "Drink a bottle in the morning and feel refreshed all morning" really touched those consumers who don't care about breakfast or are eager to supplement nutrition. This unique sales proposition mainly stands on the core interest point of "nutrition". Whether it is functional drinks, tea drinks, juice drinks or milk drinks, although they all put forward the appeal points of "taste", "beauty" and "nutrition", these healthy drinks cannot be directly compared with carbonated drinks, and the interest points of "health" are not the most effective communication. If you are a healthy drink, you are the first person to put forward the concept of "health". By deepening the memory of communication, you will form something. As for Rainbow Laoji's USP: "Fear of getting angry, drink Wang Laoji", although "removing fire" is the function of all herbal teas, Wang Laoji's USP has set high competition barriers and occupied consumers' minds. Are you ready in this age of paying attention to physical and mental health? (To be continued)