In this Project our team is going to study the Spanish market of soft drinks, more specifically the product category “iced teas” and the product V&T supported by the NESTEAbrand. V&T is a gas-free drink with a unique and delicate green tea and natural fruit flavour. The product is available in apple or granada taste.
V&T is oriented to satisfy adult, urban andcosmopolitan people that follow the new tendencies of health, well-being and improvement in his life quality. This product expands the meaning of the tea segment in Spain.
Product “reasons” category
We havechosen this product because, as we read in Pérez Lázac’s article (“La guerra de los sabores”; El País), it is a drink oriented to women with low fat contents that makes its study very interesting.Nowadays, we know that appearance is becoming more and more important in our society, that is why Coca-cola company emphasizes that this product is more than a soft drink, is a “cosmetic drink” withhealthy qualities.
As it was said before, this product is delivered by the Coca-Cola Company that supports V&T for the entrances of this product in the market.
Structure parts of theanalysis
The analysis will be divided in 4 parts taking into account the different elements that affect this product NESTEA “V&T” in the market and in relation with the consumers.
The first part isrelated with key market factors that affect the product. We are going to analyse the environment of this drink and develop a SWOT analysis to improve the success and position of V&T in the market.
Inthe second part the team is going to describe the competition of the company in his category considering the industry & market concept of competition. The competitive role of our company and thestrategy it is following in the market is also described.
The third part has the objective of analysing the customer level of satisfaction with our product. We have to design a survey and evaluate it...