文档介绍：The integrated marketing communications of Doubility
Wacky expressions of Xiaoming
Brand Profile
Chinese name：小茗同学
English name：Doubility
Doubility is March 2015 United Group launched a called "Doubility" cold drink tea, "serious and funny, low-key cold soak" as the brand slogan.
Products with cold foaming process. The full release of Theanine in tea, make tea fresh sweet is bitter. And brand image character so funny and with his cold humor makes life no longer distress characteristics, exactly and cold tea process taste hit it off.
Product taste and Cold foam process
Product taste
Doubility with cold extraction process launched fresh bitter cold tea, with differentiated products, focusing on the young people.
At present, a total of five kinds of products: Lime Black Tea, Iced orange green tea, the cold Green Tea,Jasmine tea, Yo Da tea.
Blue is jasmine tea,Yellow is lime Black Tea,orange is Iced orange green tea,Green is the cold Green Tea
Cold foam process
Cold tea and traditional brewing methods are very low warm water to brew tea, make tea tannin slowly released, drive away bitter.
Enzymatic hydrolysis, tea based acid content increased,so that the taste is more sweet.
Cold tea can reduce the leaching of caffeine, ease the stimulation of the stomach;
Make catechinic acid, tea polyphenols and other substances to better retain, effectively promote gastrointestinal motility.
Background
As the report said in 2014, the UNI-PRESIDENT beverage business revenue fell %, net profit fell %.Even worse,the main category of the UNI-PRESIDENT beverage were far away from the market with high growth potential of the market, and the lack of unique performance, forced drinks giant need to launch a new product to develop the upcoming season market.”Doubility” tea beverage,become the UNI-PRESIDENT strategy to win the market in 2015.
Activity goals
Through this activity, we hope that Doubility tea the sales can be