著者

井徳 正吾 渋谷 詩織

出版者

文教大学

雑誌

情報研究 = Information and communication studies (ISSN:03893367)

巻号頁・発行日

vol.58, pp.1-19, 2018-01-31

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Green Tea beverages sold in plastic bottle could represent as one of the best samples ofcommodity product in Japan. We have 4 major brands and the first one sold was the “Oi Ocha(pronounced Oh Yee Ocha)” by Ito En, LTD., which still maintains strong market share as thepioneer brand. This report focuses on “Namacha” by Kirin Co., Ltd., and studies how itstrategically challenged the pioneer, Oi Ocha, and what were their strategy to compete againstthe late starters such as Iyemon by Suntory and Ayataka by Coca Cola Japan. Brand valueshall specifically be focused to understand the brand strategy of the product represents thecommodity in the category.