Rougemont Fruit Nectar – Distributing in China

Main Concerns :
· Lavoie Classified the Chinese fruit beverage industry into three main product categories : Domestic fruit drinks, fruit teas and imported juices.
· 350 brands fell in the 3 niches – low price and low quality, mid price and medium quality and high price and high quality
· 95% of the domestic fruit drinks were low price and low quality
· Brands were blatantly copied from the competitors including identical packaging and names.
· As a consequence consumers exhibited little or no loyalty to any particular brand.
· One of the main concerns for Lavoie was the what type of fruit beverage he wanted to develop ?
· Lavoie identified that the beverage for the Chinese market would be t...