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  • COCA-COLA ENTRA AL MERCADO DE BEBIDAS ALCOHÓLICAS: CUANDO UNA MARCA SE RENUEVA ROMPIENDO SU TRADICIÓN

COCA-COLA ENTRA AL MERCADO DE BEBIDAS ALCOHÓLICAS: CUANDO UNA MARCA SE RENUEVA ROMPIENDO SU TRADICIÓN

Revista Merca2.0

COCA-COLA ENTRA AL MERCADO DE BEBIDAS ALCOHÓLICAS: CUANDO UNA MARCA SE RENUEVA ROMPIENDO SU TRADICIÓN
Por Ivan Nava
-24-07-2019

Pese a que con frecuencia se dan más errores que aciertos, el proceso de innovación es fundamental para el éxito de una marca y un claro ejemplo de ello lo estanos viendo con Coca-Cola que está por entrar al mercado de bebidas alcohólicas, pese a que ese no es su nicho de origen.

Pero, antes que te emociones en Méxio o en cualquier otro país, se trata de un producto diseñado para Japón y que se llama Lemon-Do, y que será introducida de manera oficial a partir del mes de octubre.

Esto, de acuerdo con un voceros de Coca-Cola citados por medios como The Wall Street Journal y CNN, se determinó luego de una prueba exitosa.

La realidad es que se tiene conocimiento de este producto desde principios del año pasado, cuando la compañía de Atlanta presentó el proyecto e indicó pruebas en Japón.

La Lemon-Do entraría en un segmento conocido en el mercado japonés como chuhai, que consta de bebidas elaboradas con agua carbonatada de sabor mezcladas con un alcohol a base de grano destilado llamado shochu.

Si bien, es un mercado en el que compañías Suntory Holdings Ltd., Kirin Holdings Co. y Asahi Group Holdings Ltd dominan, el objetivo de Coca-Cola probablemente no sea irrumpir de manera abrupta, sino de comenzar a ganar awareness entre los consumidores.

Fuente: Daily Mail
Romper con la tradición

Para la compañía refresquera el salirse de su espectro tradicional de negocios ha sido fundamental para reposicionar la marca e impulsar ventas.

No es nuevo referir que las bebidas azucaradas como los refrescos y jugos no pasan por su mejor momento, sobre todo en tiempos en os que el cuidado por la salud y el combate a enfermedades como la debates y el sobrepeso están en el centro de la atención de organismos gubernamentales, pero principalmente en la mente del consumidor que ha volteado hacia otro tipo de productos.

Así, Cocoa-Cola ha buscado abrirse camino en nuevas divisiones de negocios, ha adquirido diversas marcas que van más afines a los hábitos de los consumidores y que se alejan de lo que era su negocio tradicional; Bodyarmor, Del Valle, Santa Clara, Costa Cofee, Fuze Tea, Minute Maid, Aquarius, Glacéau y Smartwater,entre otras.

Pero también ha buscado a través de la innovación incorporar nuevos productos que apelen a nichos específicos de consumidores, en este caso entra Lemon-Do, siguiendo los pasos de lo que recientemente ocurrió en Reino Unido donde lanzó Coca-Cola Signature Mixers, una línea de cuatro bebidas enfocadas al mercado premium y que buscarán ser una nueva propuesta para mezclarse con bebidas espirituosas como el whisky o ron.

Un caso más es el ocurrido a principios de año, cuando presentó Bar None, bebida qye pertenece a la categoría sparkling drinks o bebidas espumosas que “imitan” a las alcohólicas.

Bebida alcoholica, Coca-Cola, Innovacion, licor

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