Successful market strategy of bar coffee GEOGIA (Coca Cola) Japanese coffee

The leading brand of canned coffee in Japan is GEOGIA.

For a long time, the leader of Japanese canned coffee is GEOGIA(Japanese Coca Cola), the second is BOSS, and the customers are mainly male. Since the 1980s, GEOGIA has been a series of famous TV advertisements with Naoko Iidima as the spokesperson, which are aimed at soothing male white-collar and blue-collar workers. The sexual meaning of the later period is increasingly obvious, and has long established a fixed image. However, in the face of market changes, both advertisements began to penetrate the consciousness of female consumers in an attempt to reverse the stereotype that canned coffee is only a male favor. Even in the male market, in view of the working conditions of manual workers, the Government has actively explored the market for canned coffee with no sugar and light sugar, hoping to respond to the trend of health promotion in society. At the same time, the Government has tried to attract more canned coffee with low fat content, so that they can increase their consumption.

Finally, it may be mentioned that even "stick coffee" has benefited from the economic downturn by specializing in the cheap market.

AGF(Ajinomoto) is the leader of "stick coffee". Since the launch of "BLENDY" brand in 2002, it is reported that the market size has reached 33 billion yen, which is also considered good performance.

According to their spokesman, in the past, sales of "stick coffee" were basically concentrated in spring, autumn and winter, and almost completely slow in summer. Now, after adjusting the taste and finding out the delicious taste after adding ice, summer sales began to pick up. At the same time, it is targeted at housewives as a key publicity target, so that they feel that "stick coffee" is a small gift for themselves after completing housework! As a result, the successful marketing strategy of "stick coffee" can be seen in the rising number of Japanese people drinking coffee at home in response to the statistics mentioned above.

Yes, in the face of severe living environment, only self-improvement is the way to survive.