Development story【Japanese green tea】Hot Asa no chaji
【Japanese green tea】Hot Asa no chaji(September 8 release)
It is a HOT-only green tea with a fragrant taste and a soothing taste.
Product development person in charge Profile
- sex:
- male
- Age:
- Early thirties
- Drinks I'm interested in recently:
- Basil seed
1How to buy is different in autumn and winter ...! ?
Generally, the lineup of the station Naka vending machines, which usually goes from autumn to winter, meets the needs of the customers of the station Naka by gradually increasing the lineup of hot products as the temperature changes. However, it has not been possible to respond to such temperature changes up to each product, and it has not been possible to sufficiently communicate the freshness and changes to customers.
Changes in the lineup of the station Naka Vending Machine
Although the vending machine, which is the sales floor, changes according to the change of the season, the same product sample (common name: product dummy) is used in the vending machine in September when snow is severe and summer is heavy in the single product.・
Sex Distribution Ratio by Month (FY2014)【Japanese green tea】Asa no chaji)
The proportion of women is overwhelmingly high from September to October, which has a late summer heat
- →Women who are sensitive to temperature changes introduce HOT products
waiting?
The purchasing ratio of men is around November when the cold season gets into full swing
Increase rapidly
- →When men feel cold and rush to buy HOT products?
The proportion of women is overwhelmingly high from September to October, which has a late summer heat
- →Women who are sensitive to temperature changes introduce HOT products
waiting?
The purchasing ratio of men is around November when the cold season gets into full swing
Increase rapidly
- →When men feel cold and rush to buy HOT products?
So far, it has been a common policy that women's willingness to buy hot beverages is high, but the rapidly rising intention to buy in winter men's cold is a new discovery.
It is a typical place that feels cold especially at home on the station Naka. "【Japanese green tea】Asa no chaji"Renewing in the spring as green tea meeting the drinking scene of such a station Naka," If it is not green tea meeting the drinking scene of the station Naka similarly as for hot ... ... "The thought" is hot【Japanese green tea】Asa no chajiIt became an opportunity of the renewal of ".
Renewal concept
It is called "green tea stuck to the drinking scene that I want to drink every day" in spring renewalBrand ConceptUnder the taste of the HOT also sticking to the drinking scene, package design.
- →Brush up on the "scented" taste that was popular with women in the last renewal!
- →Warm package design for increasing demand for men's impulse buying in the peak season! !
Customer target
●Women in their 30s and 40s (main)
- →When a woman who is a heavy user of 280 ml of cold feels chilly when commuting in the morning, green tea to drink as a substitute for cold products.
●30-40s male (sub)
- →In the morning, men in their 30s and 40s who wait for a train at home are green tea, which is consumed when they first seek warmth when they feel cold and impulsively purchase.
2Renewal point
Renewal point (1)
taste
- →Considering the current use of 280 ml / 350 ml (with gourd) and the growing use of women in the morning, leaving the greenish-ish thickness to promote continued drinking from cold.
- →As an element of HOT likeness, encourage repeat purchase with fragrant taste that was popular at the time of the last renewal.
design
- →The design and series feel of cold products renewed in April, so that 280ml / 350ml purchasers can continue to buy, a design that feels like a green tea.
- →While offering cold product design and a sense of series, the design has an at-a-glance understanding of the flavor like current products, and a design that can feel warmth from the appearance.
Renewal point (2)
New challenge
345 ml size developed by vending machine
About the medium volume size of 345 ml, which is the mainstream in over-the-counter sales,Next Generation machineSome such asekinakaOn vending machines, selling from this renewal! !
Assortment time varies according to sales area, but we start development sequentially toward November after severe cold weather!
If you are not satisfied with the 275ml size, which has been the mainstream of vending machines, please try the 345ml size.
Change of product dummy according to the drinking scene
Fall and HOT product seasons are still in full swing after the late summer season. We change product samples (commonly known as product dummy) in the lineup of vending machines from autumn and winter because the drinking scene and the purchasing scene are different. As a result, costs will be doubled so much and it will take extra work such as replacement work, but we will develop product dummies tailored to that time to meet the customers' desires at station Naka.
acure membersTasting party
In line with the concept, we are looking for a flavor that balances the height of the scent and the green tea.
- A:
- The fragrant aroma spreads from the middle part of the drink,
Tense taste - B:
- TopFrom there, the fragrant aroma spreads,
Tense taste - C:
- More than BTopThe strong, fragrant aroma of
Tense taste
acure members From the results of the questionnaire at the tasting party that everyone participated in, it was found that the tasting sample that emphasized the height of the scent had a bitter taste that made it look like green tea.
In order to make it taste like green tea while feeling fragrant, we decided on the taste that emphasized the balance between the way of feeling the aroma and the density.