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Kirin Mets Cola is a grown-up version of Coke that supports a joyful life with its refreshing taste and Tokuho function, which blocks fat absorption. Market analysis shows Mets Cola leading the Tokuho beverage market with its unique features. Despite some challenges, Mets Cola maintains a strong position due to its health benefits and taste. Customers rate it highly in terms of health and body maintenance. The emotional appeal of reward and luxury associated with Tokuho cola makes it a desirable choice. Mets Cola's recognition and popularity have been steadily increasing, offering a fresh and delicious alternative in the beverage market.
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PRODUCT DESCRIPTION ーMETS COKE [CONCEPT] COKE FOR GROWN-UPSwill support your joyful life by the refreshing taste and by blocking the absorption of fat with Tokuho function 480ｍｌPET 1
MARKET SITUATION ーFunctions of Tokuho beverage The market of Tokuho beverage had been remaining flat until 2011. However, it has made a big progress after releasing the fat related products after 2012. As other companies’ products increase in the market, the rate of people buying a bundle of products has increased. This has lead consumers to buy KIRIN’s product as one of Tokuho’s choice. Transit of Tokuho beverage market (by function) （n=10000） Data ﾞSRI
MARKETSITUATIONーCurrentShipment Progress of Tokuho coke category The progress of “Tokuho coke” is not very good. Cumulative amount from January to June in 2014 was 77% of that in 2013. （箱） ※In-company investigation 3
Market Situation-“Mets Cola” “Mets Cola” has been leading the Tokuho beverage market since it was released in April, 2012. The market share has been changing after one of the competitors released a Tokuho coke in November by sharing the market share among the competitor. However, “Mets Cola” has been fixed and has been leading this market. Tokuho beverage seems to have a tendency to continue to extend the market due to a release of a new product other than “Mets Cola” which was released in October 2013. Trends of “Mets Cola” PET Bottle Market
Reference –Function of Indigestible Dextrin（Dietary Fiber） “Mets Cola” can “ suppress the absorption of fat from meals” due to the function of indigestible Dextrin (Dietary Fiber) shown bellow.
Market situation –Factors of stagnate in Tokuho coke market Market Situation ①While the purchasing rates of the whole Tokuho beverages have remained steady, the purchasing rate of Mets cola decreased every time a new Tokuho beverage was launched. ②As the number of other Tokuho beverages has increased, consumers started to buy and drink Mets Cola and other Tokuho beverages together. "Tokuho coke" is now just a flavor option for Tokuho users Purchasement rate of Mets Cola (Tokuho PET bottle) Data：SCI-P 6
Strength of Kirin Mets Cola In terms of taste, customers estimate Mets Cola lower than other competitors. Meanwhile, in terms of "healthy", "maintaining the body" ,and "good for beauty”, Mets Cola was rated higher than other competitors which is one of the strengths for Mets Cola. ■Comparison of Competitors(Benefits) (%) 要改善 強み ※In-company investigation in April 2014. Mets Cola(n=1465) Coca-Cola(n=1069) Pepsi NEX(n=935) Pepsi SP(n=1227)
The difference between "Tokuho cokes" and "Zero cokes" Tokuho cola is thought to have a image of “reward” and “luxury” which allows them to eat whatever they want compared to other Zero coke products. Emotional benefit while drinking 【価値提案】 （％） 脂肪の吸収を抑える 好きなものを食べられる 我慢しなくてよい 自分へのご褒美 贅沢な気分 （報酬感） ※April 2014 In-company investigationn=1,800
April 2014 Looking Back at the Renewaltime • Recognition rate is 85.4%. It has increased by 20% since it was released • The recognition rate and the experience rate of drinking is both higher than Tokuho coke. ※Since the shipping was not done in March, it is a reference value for that month [Recognition Rate（Chronological Order）】 【Comparison of competitors】 （％） （％） Mets Cola Tokuho coke competitors N=588April 2014In-company investigation 9
Market survey report after renewed Mets Cola was scored higher than the competitors; “Cooool!” ”Freshness” “Delicious” “Well designed” Package （14年実施 当社調べＮ ＝120） Achieved higher evaluation than other competitors! Smell has especially improved. Taste （％） 【１１point response scale (average)】 Q. Please score Mets Cola from 0 to 10 （2014 conducted In-company investigationＮ ＝120） ※Healthy coke（Zero・Tokuho）User N=195
【Conclusion】 Analysis of purchasers of Mets Colaandnotes ◇Recognition and Penetration rate While the recognition rate is around 75% which is higher than the other Tokuho competitors, it has not caught up with the regular coke. Also the favor against the brand, drinking intention has not caught up with the regular type coke.Consumers have recognized the product in stores, TV commercials. The recognition from the internet has been low.In addition, the recognition rate has become lower every time it has been renewed. ◇Image of the Products Since Tokuho coke has an image of “healthiness”, it is a strength compared to others. The package image of Mets Cola this time has increased in the categories of “taste "and “sense "compared with the survey which was done at the previous renewal. On the other hands, the image of “healthiness” has decreased dramatically. Woman has positive image towards the product such as “it seems tasty” than men. The categories which were higher for men who are the main purchasers were only few such as “it seems healthy” and “ it is likeable.” Notes ・PLEASE DO NOT Propose it to drink with alcohol ・PLEASE DO NOT Use expressions to encourage immoderate eating and drinking ・PLEASE DO NOT Giving misunderstandings such as “if you drink this you do not need to worry anymore” or “you can be healthy by drinking this.” PLEASE DO NOT Giving misunderstandings with fat in meals and body fat. EX) Drink Mets Cola to decrease body fat! PLEASE DO NOT mention other things which would give misunderstandings of the product.
