Wing Wah Phoenix Green Tea

Speaking of product life cycle, bottled green tea is another case worth discussing. Like the starts of many product or service categories, it takes a brand to start investing heavily in marketing communications to uplift awareness and communicate about the new benefits. In the case of bottled green tea, it was 道地. The success of the leading brand will attract more brands to go into the new market and together they grow the category. However, growth will not last forever and the whole category will eventually mature and then decline. Bottled green tea is in its mature, if not declining, stage. Will bottled green tea diminish altogether over time ? Unlikely. I guess it will still be a key category in the overall beverage market. And 道地, the first mover, will remain as the market leader in this shrinking category.

Lately Wing Wah has launched bottled green tea too. It's quite a strange move to me. It's not only late but also Wing Wah as a brand has no credential in teas. It is investing in some advertising in prints, MTR and outdoors. It's like pouring money down the drain ...