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