Do people drink green tea because of the flavour or the health benefits?
If you surveyed all green tea drinkers, you would find that there are a mixture of reasons for drinking green tea but a large percentage of them do it for the perceived health benefits. Today more than ever these health benefits 'pull' consumers into buying their product. I use the word 'perceived' because weather the product is good for you or not is beside the point.
Last year Nestle released a line extention of Milo infused with viatmin B, they called it 'Milo B Smart', needless to say the positioning behind it lead to it being a prefered option to the many substitute products that mothers could be buying their children. Keep in mind, the gatekeeper (usually mum) is the one that makes the purchases...would you buy your kid Nestle Pure Hot Chocolate or Milo B Smart? Health benefits will win overall.
The product composition
The new Nestle product benefits from brand awareness, leveraging the Nestle brand as the worlds best know coffee. The brand comes with a halo effect, passing on positive brand attributes to the new product lines. The question is, what is stronger consumer need for anti-oxidents or do they really want traditional green tea?
Josh Strawczynski's Opinion
Positioning is the key differentiator of modern marketing. Today more than ever consumers are seeking easy health options at the supermarket, many are willing to pay the extra for the perceived benefits. Nestle's positioning strategy will gain them market share, there is no doubt in my mind and I'm sure that most of their customers will be none the wiser that they are drinking an alternative product.
Sam Berringer's Opinion
Anti-oxidents are such a boom right now, you could release anti-oxident infused beef jerky and probably find a market. I like that they have not stretched too far from the existing market, this product will find addittional growth pockets...I like it.
Posts
