Coca-Cola Co has rolled out its first bottled green tea in Taiwan as it seeks to grab a bigger slice of the nation’s profitable tea market.
Coca-Cola has a 5 percent market share of the Taiwanese tea market and aims to expand its share by 5 percentage points with the launch of the new product, Coca-Cola Taiwan general manager Kao Wen-hung (高文宏) said yesterday.
The new product, branded Yuan Tsui (原萃), is advertised as the first bottled green tea in the domestic market that contains Japanese matcha, is sugar-free and has zero artificial flavoring. It is priced at NT$25 (US$0.84) per bottle.
Tea products account for about 40 percent of the NT$50 billion local beverage market. Green tea has the largest share at 45 percent, or about NT$20 billion, bigger than that of black tea, oolong tea or milk tea, Kao said.
He expressed the hope that the company would become a giant in the bottled tea market, along with market leader Uni-President Enterprises.
A budget of NT$100 million has been allocated to promote the tea product this year, he said.
Over the next five years, Coca-Cola will be channeling more of its marketing efforts through social networking Web sites, Kao said.
This will be a break from the company’s previous marketing strategy, which relied heavily on TV commercials, accounting for 80 percent of the total budget, he said, adding that this figure is expected to drop to 50 percent.