Targeting the lucrative NT$34 billion soft drinks market in Taiwan, Virgin Drinks Co, part of Britain's Virgin Group, recently launched its carbonated drinks in Taiwan, marking the company's second landfall in its long-term plan to expand into the Asian market.
Competing against giants Coca Cola and Pepsi Coke, Virgin Drinks has introduced four flavors and will use an exciting and innovative marketing strategy to attract young consumers.
Taiwan is the second Asian market for Virgin Drinks, which has already entered the Japanese market, and signals the importance the company has placed on the Asian region.
"Asia is a very important area for Virgin in terms of where it fits our future expansion plans," said Paul Steele, chief executive worldwide of the Virgin Trading Group.
"Taiwan is an important market in Asia and is seen as one of the region's trend-setters. By establishing our market here, we hope that our reputation will expand to the other Asian markets," he added.
According to Steele, the success of the drinks in Taiwan will establish a good foundation for the company to enter other Asian markets, including Hong Kong, China and South Korea.
According to Steele, the Virgin Group has had a strong presence in Japan for many years, including Virgin Atlantic's flight operations, cinemas, and Virgin's recording and publishing divisions.
Virgin Drinks entered the Taiwanese market by developing a franchise partnership with Hsin Si International Co Ltd (
The company will budget NT$700 million for marketing in the initial six months.
This year, the Virgin Group set up a company called Virgin Asian Management to develop opportunities for the group around the region.
Operating under the Virgin banner is Virgin Atlantic Airways, which has already established routes into Asia. Current destinations include Hong Kong, Shanghai and New Dehli, and operations are slated to expand with a new domestic airline for Australia called "Virgin Blue."
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