Coca Cola and Pepsi are top leaders in the beverage market, whose status among consumers remains very solid. The attacks from numerous new brands have all ended in vain. However, 7-Up positioned itself as ¡°non-Cola¡± drinks to become an alternative for Cola drinks, which not only avoided head-on confrontation with the two Cola products, but also managed to be hooked up with the two brands and enhanced its status to be at the same level with them to enjoy sizeable market shares. As we can see, the success of 7-Up is mainly the success of differentiated brand positioning.

List


BOABC Insights 1

News Flash 1

1.1 Soft Drinks Industry¡¯s News Update & Policy Review 1

1.2 Monthly Update of Key Companies 2

1.3 Introduction to New Products and Technology 3

Soft Drinks Industry¡¯s Developments 4

2.1 Monthly Monitoring on Soft Drinks Market 4

3.81 Million Tons Production of Soft Drinks in Feb. 2008, 20.90% higher from Same Period 2007 4

2.2 Monthly Monitoring on Drinking Water in Bottles and Barrels 5

Overview of Hangzhou Wahaha Group Co., Ltd in 2007 5

2.3 Monthly Monitoring on Carbonated Drinks 6

How to have differentiated development for brands? 6

Coca Cola to Expand its Market Shares in the Carbonate Drinks Market in China 8

2.4 Monthly Monitoring on Fruit Juices and Drinks 9

More Import of Concentrated Apple Juice from China to EU in 2007 9

Consumption of Tomato Juice 9

2.5 Monthly Monitoring of Other Soft Drinks 10

Huierkang Took over Lufang 10

Yunnan Hougu Coffee Aims to Be No. 1 Stock in China Coffee Market 11

2.6 Monthly Analysis of Import and Export of Orange Juice and Apple Juice by Original Country 12

2.6.1 China¡¯s Import of Frozen Orange Juice in February 2008 Saw a Year-on-Year Reduction of 33.66% to be 3017 tons. 12

2.6.2 Export Volume of Concentrated Apple Juice in February 2008 Down by 38.70% to be 55939 Tons 13

2.7 Monitoring on Import and Export Volume of Orange Juice and Apple Juice by Company 15

2.7.1 Analysis of Orange Juice Importing Companies in Feb. 15

2.7.2 Analysis of Apple Juice Exporting Companies in Feb., 2008 17

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