Kirin “Gogono-Kocha Unsweetened”

Product 　 Concept：　 Unsweetened　Gogono-KochaBackground　and　aim　of　the　product　development

Proposed　to　have　non-sugar　in　tea　which　has　different　benefits　than　ryokucha or　Wulongcha.Aims　to　have　purchasers　to　drink　in　different　scenes　as　a　core　item　in　the　improved　“Gogono-

kocha”　brand.

ConceptHas　a　natural　black　tea　taste　with　a　fresh　smell　that　

Darjeeling　tea　has　which　enables　drinkers　to　enjoy　the　clear　taste　of　non-sugar　black　tea.　

Name Kirin　Gogono-Kocha　unsweetened

Container　Capacity

500ml

Price（w/o　tax） 140Yen

Renewal　Date 24th　(Tue)　March　2015

Target Non-sugar　tea　users/Black　tea　users

Taste

Using a scented fresh cut tea leaf by cutting the tea leaf.It enables drinkers to enjoy a natural sweetness of the tea leaf by increasing the ratio of Darjeeling tea, Leaving the clear taste when

drinking, it has increased the sweet-smelling and depth of the flavor.

PackageUsing　the　black　tea’s　key　color　“gold.”　Also　representing　the　

fresh　taste　of　Darjeeling　tea　leaf　by　water　marks　and　a　white　color.

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Status　of　the　entire　black　tea　market　in　Japan　in　2014①Market　Trend ②KIRIN ③Competitors　

Trend Growing　negatively　(94%　compered　to　the　last　year)

Consumers　are　becoming　to　prefer　other　“less　sweeter”　beverages

Kirin’s　most　progressing　product　in　the　market:　“Gogono-Kocha　unsweetened”　(102%　compared　to　the　last　year ）

Our　branding　campaign　　featuring　Disney　attracted　our　consumers

Competitors　launched　new　items　though　they　failed.

There　is　less　reason　for　choosing　black　tea　for　the　present　consumers

Due　to　the　value　increase　of　black　tea,　　Kirin　is　hoping　to　sell　50　million　in　the　fiield　of　

vision

Lack　of　noteworthiness　of　black　tea　beverages　in　the　market　appears

　　　　　　　　　　　　　　　What’s　the　current　status　of　“Gogono-Kocha”?

Gogono-Kocha　is　failing　to　be　“Japan’s　national　beverage”　which　is　supposed　to　light　up　the　black　tea　market

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A　sales　promotion　of　“an　official　beverage　for onigiri“　has　supported　the　satisfactory　sales　performance.There　is　a　sign　of　unsweetened　black　tea　fixed　in　the　daily　life　of　Japanese

コミュニケーション・販促 Recognition Rate/ Drinking Experience Rate

2 月＜サッカー日本代表公式飲料＞6 月＜夏も。おにぎり公式飲料＞

Sep

Feb

Documents： 2014　Communication/Sales　Promotion

Unsweetened　[Amount　of　TV　Ads　used]GRP:　Capital　Area/15seconds　conversion)

3,190

4,279

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

13年1-7月 14年1-7月

3190

4279

Year-on-year１３４％

0

10

20

30

40

50

60

70

80

認知率 飲用経験率

2013年7月

2014年7月

69 71

41 45

　　　　Recognition　rate/drinking　　　　　experience　rate　have　improved

Effect

KBC調べ

June

～

5

Shipping Results

0

100

200

300

400

500

600

700

800

08年 09年 10年 11年 12年 13年

70 73134

320

509

651

（万箱）

0

100

200

300

400

500

600

700

08年 09年 10年 11年 12年 13年

常に前年超え右肩上がり

14年

670（見込み）

Document： 2014　Product　situation

It　has　almost　caught　up　with　the　regular　three　products　and　is　becoming　to　be　the　4th　core　of　the　company.　It　enabled　to　make　the　“unsweetened　black　tea　market”　in　Japan.

Gogono-kocha products results

● It is making a big growth that it is almost catching up with Regular products（ straight tea, milk tea, and lemon tea）

July　2014　number　of　box

８５

７４７８

６８

Growing！！

● Since the unsweetened black tea has been Released, it has exceeded the previous year andThe unsweetened black tea market has risen.

KBC　investigation

（本）

The Market Trends of Pet Bottle Black Tea

　 【Market　Situation 　“】 Gogono-Kocha”　unsweetened

Unsweetened black tea increased dramatically in 2012 and has remained flat after that. Although the black tea market has stagnated, unsweetened black tea has kept the level since 2012 and has supported the market. There are few competitors for unsweetened black tea so it has occupied the share at 90% after it has been released in 2011.

Data ﾞ SRI 　 Estimated Sale sScale （ 1/10000 ）

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Problems　the　Brand　is　Facing

What？

Which？

“What’s　good　about　black　tea” is　obscureThe　brand　has　not　been　able　to　propose　the　reasons　why　

“drinking　black　tea　is　good”　which　other　beverages　do　not　have.

Lack　of　proposing　and　promoting　“the　natural　value.”

Lack　“Gogono-Kocha’s　identity”Why？

3　regular　products

Unsweetened　black　tea・

Flavored　black　tea

[Core　Item] [Expanded　Items]

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Our　approaching　plan　for　the　year　2015

2015　marketing　basic　policy

Recall　importance　of　Gogono-Kocha ！ Try　to　recall　appeal　point　and　deliciousness　of　the　black　tea,

and　seek　for　potential　appeal　point　of　Gogono-Kocha　brand

Re-discovering　good　pointof　Gogono-Kocha

Discovering　potentialappeal　point　of　Gogono-Kocha

Products

Ads

NewProducts

[Renew] Include　unsweetened　black　tea　to　the　existing　Gogono-Kocha　beverages　　as　the　regular　products　of　the　company(March)

ﾚｷﾞｭﾗｰ 4 品にて新・ をﾀﾚﾝﾄ　　 起用した新 開始（ｺﾐｭﾆｹｰｼｮﾝ 3 月下）

Propose　new　way　to　enjoy　the　combination　Gogono-Kocha　with　deserts　to　the　customers　(Feb)

Launch　new　series　of　products　for　the　Gogono-Kocha　(April)

Ads　Brand-new　ads　to　propose　potential　appeal　point　to　the　customers　(April)

The30thyear

Taste

Set　gold　as　an　image　color　for　Gogono-Kocha　unsweetened　to　keep　image　for　the　product　line.

Consumers　can　imagineunsweetened　black　tea　taste　like　clear　and　fresh,　from　the　gold　color　package　of　the　bottle.

Package

New　approaching　plan　for　2015

Make　difference　from　competitor’s　unsweetened　black　teas　to　introduce　real　value　of　black　teaOur　mission;　to　make　“real”　unsweetened　

black　tea

Adopting　image　color　which　　emphasizes　the　value　of　unsweetened　black　tea

Make　Gogono-Kocha　unsweetened　taste　much　clear　and　fresh　by　using　Darjeeling　tea　leaf

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　　　　 Gogono-Kocha　unsweetened　is　accepted　from　the　market

　　　　　Got　new　customers　who　wanted　to　have　unsweetened　tea　beverage

In-company investigation n=10000

So far！Nextstep

● Gogono-Kocha is desired to help consumers “feel relaxed” when they drink in one of the reasons to drink unsweetened black tea. It can show the strength of black tea.

Result　of　customer　survey

●Succeeded to propose the value such as “for thirst" and “fits into the meal" by promoting it to be the "official drink for onigiri.”

Now　and　future　of　ads　of　Gogono-Kocha

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Our　Goal　in　2018

Our　Goal　in　2018

Gogono-Kocha　is　going　to　be　a　leading　black　tea　product　in　Japan,　and　to　be　one　of　the　necessary　beverage　for　the　Japanese

Gogono-Kocha　to　become　Japan’s　Beverage

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※End　of　September

※Actual　Results　of　June/July　2014

２か月連続

２０ 14　Selling　Status　of　Gogono-Kocha　unsweetened

Cumulative　Comparison

１０２ .7 ％Got　market　share　in　competitive　black　tea　

marketbest　score:　0.65million　boxes　of　dozens　bottled　

beveragesGreater　than　the　previous　achievement　in　July　2014

Actual　Results　of　Monthly　Shipping

In-company　Investigation

The　beverage　is　growing　well　compared　to　previous　year　market　selling

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２０１５ Market　Survey　Report　After　Renewed

Taste Package

Consumers　intention　toward　consumption

９４

Kirin’s investigation（ Quantitu Survey n=129）

Adopted the package and taste which had a good evaluation fromthe main users and had a favorable rating from unsweetened black tea users.

８３7.45

8.03

Ａｖｅ．

Gogono-kocha　２０１５ Star　Information　of　Advertisements

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Appointed　3　new　increasingly　popular　actress　to　express　“Gogono-Kocha”　which　is　still　fresh　since　it　has　been　released　30　years　before

Straight　tea/Unsweetened　tea Lemon　tea Milk　tea

Akari　HayamiSakurako　Ohara　　　Kiwa

Born　on　March　17　1995　Actress,　TV　personality　9　years　old.　Former　member　of　Japanese　idolgroup/Momoiro　Clover　（ Now　“Momoiro　Clover　Z”）Performed　in　2014　latter　year　NHK　Drama　TV　series　“Massan” （ Cast　of　Sumire　Kameyama） and　Fuji　TV　“The　Perfect　Insider”　(Cast　of　Shiki　Magata)Also,　she　performed　in　“My　Pretend　Girlfriend”　as　a　leading　actor　in　May　2014　and　appointed　as　a　heroine　in　“Forget　Me　Not”　in　2015.　She　is　one　of　the　most　popular　actress　in　the　Young　actress.　

Singer　and　actress 　 18years　oldChosen　as　a　heroine　of　a　movie　released　in　2013　called　　“Kanojo　wa　Uso　o　Aishisugiteru”　from　an　auditionout　of　5000　people　and　made　her　movie　debut.She　also　made　a　singer　debut　and　released　“Ashitamo”as　a　singer　of　a　band　made　in　the　same　movie.　She　wonThe　new　face　award　for　“23rd　Japan　Movie　Critics　Award”April　2014　and　　performed　as　a　heroine　in　the　Drama　TVseries　called　“Water　Polo　Yankees”　in　the　summer　for　the　first　time.　　In　November,　she　released　a　CD　called　“Thank　you”　as　a　solo　singer　and　won　the　new　face　award　for　“56th　Japan　Record　Awards”　She　has　accomplished　a　brilliant　achievement　　by　winning　the　actress　and　singer　new　face　award.She　also　sang　the　song　for　the　“National　High　School　　Football　Players　Tournaments”　in　January　2015　　and　is　expected　to　see　her　more.　in　other　activities　

Fashion　model 　 15　years　oldLived　in　　Amsterdam,　The　Netherlands　from　0　to　7　years　old　due　to　her　father’s　work

After　that,　she　stayed　in　Bangkok,　Thailand　from　9To　11.　She　went　to　an　American　school　there　and　came　back　to　Japan　in　2010.　Now　she　goes　to　a　private　junior　high　school　in　Kanagawa　prefectureand　plays　tennis　as　one　of　the　leading　players.　She　has　also　started　to　be　a　fashion　model　in　a　popular　fashion　magazine　aomng　women　called　“ar”（ Shufu-To-Seikatsusha） as　an　“ar　Girl”　from2014　summer.

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【 Conclusion　of　the　Evaluations 　】 Unsweetened　Black　Tea　Analysis

◇ Recognition and Penetration Rate The recognition rate has increased and has become over 80% and the drinking experience rate has also increased and marked 53% in the latest survey. It has decreased a little in terms of drinking within 1 month after the latest renewal and consumers intention toward consumption. The main way of recognizing the product was by mass retailer’s stores and by TV commercials. When the survey was done to see how consumers recognized the product in 2013, recognition from TV commercials had the first place in the ranking. However, due to the decline in recognizing from TV commercials, recognizing from mass retailer’s stores took over the first place.

◇ Image of the Product The two top image of Unsweetened black tea’s package was “it looks suitable for black tea" and “it seems to have a clear taste.” It is followed by “it does not look sweet”, “it looks natural”, “it seems suitable for adults”, “it seems suitable for women”, “it looks fancy", and “it looks easy to drink." While “the categories such as ”it looks suitable for black tea”, “it seems to be suitable for women”, “it seems to stay popular”, and “it seems it is a classical sense" has risen compared to the survey in 2013, “it looks natural”, “it seems suitable for adults”, “it looks fresh”, “it seems it is in good quality”, and “it seems people can feel relaxed when drinking “ has decreased rapidly. By gender, women has more positive feelings toward the image of the package and the taste by far.