global joint venture agreement abruptly contracted "powerful combination" end to the global contraction

beverage pattern and came in before the Spring Festival major changes. Yesterday, this newspaper obtained a copy from the Nestle headquarters briefing from the International learned that the two sides have agreed in the 6th on a worldwide joint venture that is half-tea joint venture – Global Beverage Partners ( BPW) Business narrow geographical range in Europe and Canada. This means that consumers are familiar with the Mainland's Nestea, Coca-Cola and so on will follow the original leaf tea rewrite this piece of paper and into a brand licensing changes to go.

supermarkets: products are still large-scale joint-venture marketing

yesterday, reporters have seen a number of supermarkets in Guangzhou, the two companies licensed production of tea drinks. In the West entrance Tesco, Coca-Cola in a prominent position of the freezer is still stocked with jasmine tea.

Reporters picked up a bottle of beverage bottles marked clearly see that, "NESTEA" and "Nestea" is a trademark of Swiss Nestle Products Co., Ltd., the Coca-Cola Company and Coca-Cola, Nestle joint venture authorized equipment Bottle Manufacturing (Dongguan) Co., Ltd. produced.

many of these tea drinks in the promotion. Original 2.5 yuan a bottle of 480 ml Nestle tea sales price of 2.2 yuan, 450 ml plain Lipton tea and 500 ml of ice tea in the promotion of Wahaha, the price cut is 0.2 to 0.3 yuan/bottle.

Nestle: Coca-Cola "marriage" at the end of the termination

However, in the fierce battle behind the attitude is changing sides. Nestle reported that, except in China Taiwan and Hong Kong Coca-Cola and Nestle Nestea brand will sign the license agreement, but in other areas, a joint venture relationship will eventually end at 201,212 at the end, which will depend on regulatory approval. In addition, Nestle to Coca-Cola's Nestea U.S. companies authorized to terminate the end of 2012.

Reporters learned that Nestle and Coca-Cola's very collaborative process repeated. BPW was established in 2001, before that, Nestle and Coca-Cola Company has a joint venture by a company called CCNR companies over ten years. However, in 2006, Nestle also said the two sides established the BPW to reduce the need for business. However, Nestea has not finally withdraw cooperation, but still in 2008 when Coca-Cola, told clearly pointed out that "NESTEA" The addition of sub-brands under the parent brand "of the original leaf" tea, tea that is specializing in the mainstream of Chinese green tea and ice tea.

"Strange Bedfellows" This situation can no longer

reporter learned that, BPW is responsible for research and development strategy, Coca-Cola is responsible for production and sales in China. Why was generally optimistic about a "powerful combination" eventually to a global contraction?

early as 2001, the joint venture was originally designed to promote "healthy" for the positioning of the drink. Nestle claims in accordance with prevailing high-level, bilateral cooperation hope "the market can stimulate rapid growth of these beverages." As BPW content of cooperation, Nestle into the Icy Tea, coffee, Coca-Cola in the "contribution" of heaven and earth, sun tea.

But Nestle recent "solo" means strong. Since the end of 2008 from Nestle to-drink coffee from Coca-Cola's sales channels in the strip, and with their own instant coffee sales, the key out of the BPW co-brand. Nestle to acquire Yinlu group, and coffee drinks also received production base.

fact, Nestea's share in China has stagnated. According to market research firm Euromonitor statistics, "Nestea", "Nestle tea" share from 2008 onwards (2.3%) per 0.2% rate of decline in 2010 was only 1.9%. The Coca-Cola's flagship "original leaf" is 2.8%.

reporter learned that Pepsi and Lipton also through the "Pepsi Lipton International joint ventures' production of tea drinks. As of press time, the reporter did not receive the news of this alliance will change.

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