Wahaha- Taking the Fizz out of the Giant Cola Brand

Wahaha- Taking the Fizz out of the Giant Cola

Brand

Wahaha, as a homegrown Chinese beverage brand had given a tough competition to global big bosses in beverage (Coco-Cola & PepsiCo).

Its has started by Zong Qinghou, a Chinese farm worker with two retired teachers in 1987.

Joint Ventures:

In 1991, it merged with the state-owned Hangzhou Canning Factory

In 1996, with DANONE Group.

Goal Oriented

Its is a Goal Oriented Company

Launch its trademark brand the

“Future Cola” in 1998 to compete against the global cola giants.

Today Wahaha’s portfolio includes

Strategy

Marketing Strategy based on

“ Patriotism” Come with different products, customizing its

consumer’s wants/ needs & Serving it Wahaha to brand has carved out a clear

positioning in the market against the global giants.

Problems

Problems

• Till now China has focused on rural and semi-urban Chinese areas. NOT IN CITIES

• Chinese consumer’s are Fashion Conscious.

• Patriotism in marketing strategy which is successful in home country, not global markets.

Alternative Solutions

• Its has to be Fashion Conscious.

• It has to follow global standards of consumer’s behavior, customizing each country & knowing the taste if each group dwelling in different states/country.

• It is successful in China, because it know the wants/need his people, similarly it has to know the needs of other countries people if planning to expand his product

Note: Wahaha has a good strategy within its country, it could even go beyond to other places provided knowing consumer wants/ needs of different countries.

Alternative solution:

Vineeth(260)Sargi(243)PrathyushaDeepaDeepthiAnnapurna

Team Members