With the increase of living standard, the needs on beverage are not only on Coca, Spirit or Pure water, but more and more people turned to natural and healthy beverage. Under the circumstance of this trend, enterprises produce much natural beverages, including tea beverage. There are several kinds of tea beverage: green tea, black tea, Dark tea, white tea, Oolong tea and Flowering tea. With long history of tea culture, the function of health care and cultivated thirst, and ready-to-drink consume pattern in line with the modern way of life, tea beverage in Thailand has bred-in-the-bone advantages. In 1990s, tea beverage developed rapidly in European countries, which is considered as new era of drinks. In Taiwan and Japan, tea beverage is becoming the first beverage preferred by consumers exceeding carbonated beverages. Recently in international market, tea beverage consumption increased by 17% per year. In Japan, there are around 200 kinds of tea beverage brands, with annual consumption of 3.6 million tons; while in United States, it reached up to US 2 billion dollars. By grasping the opportunity of tea beverage development, Midori launch new product- Midori green tea, which is with Thai people flavor.
In this report, we will discuss about the marketing of Midori green tea in Thailand market.