Development story【Japanese green tea】Asa no chaji

1The new definitive of station Naka! Even though the contents are the same, people who drink it are different! ?

Station Naka green tea standard,【Japanese green tea】Asa no chaji. It was born in 2007 as a co-developed product with Ito En, a specialist in green tea, as a tea that captures the characteristics of the station Naka, which is in high demand in the morning, and can be used as a refreshing, drowsy wake. Such【Japanese green tea】Asa no chajiBut in recent years there has been a change in the way people drink at station Naka ...

Green tea marketIs
Barley tea · blend tea ·
Such as jasmine tea
Non caffeine, low caffeine drinks and
The outflow to Tokuho is intense,
As a marketDeclining trendTo.

2Trend change

500 ml in the morning,280 ml in the afternoonBut
It is purchased well.

Men are in the morningHave been purchased to
Afternoon womenPurchase of will increase.

WomanIt is purchased relatively often.

Like this, 500 ml is for men in the morning. 280 ml is consumed relatively more by women in the morning as well as in the afternoon.

500 ml repeat analysis

Repeat analysis of each volume shows that customers who have been drinking 500 ml continuously【Japanese green tea】Asa no chajiWhen purchasing products other than 500 ml ', I realized that there are many things that have purchased the lowest price products of each category relatively.

280 ml repeat analysis

In the same way, 280 ml repeat analysis is not only the lowest priced product, but also【Japanese green tea】Asa no chajiA lot of purchases of 500 ml were seen.

One hypothesis emerges here.

• ◎【Japanese green tea】Asa no chajiPeople who buy 500ml sometimes change the products they want to drink,The standard of the product purchase depends on the priceThings are big.
• 人 Those who purchase 280 ml are less likely to purchase products in other categories,
  【Japanese green tea】Asa no chajiHe likes to taste the taste of
  We use 500 ml and 280 ml properly in time zone.

3It tastes hot, cold or even at normal temperature (small capacity renewal)

I want to drink hot all year round!
Product Renewal inspired by customer's voice

ekinakaIn response to the voice of "I want to drink hot products even in summer" under the influence of cooling in trains and trains, we renewed with hot and cold shareable hot and cold common products

Hot drinks are not consumed in the warm! ?

Of winterekinakaSo we found that hot drinks are also purchased for warmth instead of Cairo, and that about 50% of customers actually drink after a while after purchasing

"Green tea that fits the drinking scene I want to drink every day"【Japanese green tea】Asa no chajiThat's why we are completely committed to the actual drinking scenes of our customers, and have been transformed into green tea with green tea and gyokuro!