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近期,可口可乐新品——美汁源果粒奶优抢尽了风头。相对于美汁源旗下的其他品牌,这款产品的宣传力度大了很多,不仅有强大的宣传攻势,还辅以渠道支持。据可口可乐方面透露,预计到2009年底,果粒奶优产品铺货将达到全国300个城市。该产品被认为是可口可乐进入国内乳品饮料市场的试水之作。今年3月建成、投资达9000万美元的可口可乐上海研发中心,果粒奶优正是该研发中心的新生儿,其进军中国乳饮料及果汁市场的雄心可见一斑。然而,由于进场企业增多,可口可乐能否改写未来的果奶饮料市场值得关注。
Recently, the new Coca-Cola - Maijiu fruit milk gifted grab the limelight. Compared to other brands under the Mei-Yuen source, this product has a lot of publicity efforts, not only a strong promotional campaign, but also supported by the channel. According to Coca-Cola, it is estimated that by the end of 2009, the distribution of granulated milk products will reach 300 cities across the country. The product is considered as a test of Coca-Cola into the domestic dairy beverage market. The Coca-Cola Shanghai R & D center, which was completed in March this year with an investment of 90 million U.S. dollars, is the newborn of the R & D center. Its ambition to enter the Chinese dairy drinks and juice market is evident. However, Coca-Cola's ability to rewrite the future of the milk beverage market deserves attention because of the increased presence of businesses.