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Consumer Focus Success Stories
Building a brand, across the globe
International brand building can present some challenges: Local competition,
distribution issues, language barriers, product quality control, differences
in consumer attitudes and behavior, the need to understand the subtleties
of a different economy and many other factors can all conspire against
success.
More than 25 years ago, Welch's entered Hong Kong with a
belief that there might be a good market for juice - and a goal that sales
and marketing there be self-sustaining within five years.
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Today, Welch's enjoys a major presence in Hong Kong, claiming
the number one position for U.S. juice brands in the Hong Kong market.
How it happened
A case study of our international strategy in action:
- It began with a steady, long-term partner. JDH Limited (JDH)
is a leading distribution company in the region. With expertise in the
Hong Kong beverage industry, JDH handles everything from ordering finished
U.S. product to sales and product placement as our exclusive local distributor.
- Welch's and JDH developed a marketing plan built
on brand equity. Hong Kong has strong local beverage competition and
Welch's products are consistently priced 20-30% higher than local brands.
Rather than becoming an obstacle, over time this pricing disparity has
become a competitive benefit. As Hong Kong's market for nutritious,
100% juice products has grown, Welch's has extended our reputation as
a healthy, high quality, premium juice option.
- A consistent advertising and public relations message
has been effective in Welch's Hong Kong success. In 1997-98, sales of
Welch's purple grape juice in Hong Kong doubled over previous years,
despite a serious economic downturn. Why? Retail demonstrations, public
relations efforts and television advertising all highlighted the health
benefits of purple grape juice on blood cholesterol levels.
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Today, Welch's is Hong Kong's top-performing U.S. juice brand,
a position that looks to grow only stronger. Welch's efforts are so widely
respected that we have received financial support from the U.S. Department
of Agriculture to promote Grape Juice in Hong Kong as part of an international
effort to promote U.S. agricultural products.
Other Success Stories
To read more about
some of our successes in other areas click on the link below.
-Global Products
-Consumer Focus
-Health & Nutrition
-Strategic Partners
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