ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
Industry Topic Pages
Shortcuts to the latest industry-focused information and insight.
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Subject Topic Pages
Shortcuts to the latest information
and insight by subject area.
Overviews of leading brand owners, and guides to key issues and tasks.
Browse all articles, papers and case studies by subject.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
Today's Top Stories
Today's Top Stories
Wal-mart gets personal with shoppers
Euro online adspend up 11.5%
Category leadership vital in Indonesia
Mobile ad metrics questioned
Electronic Arts is most social brand
Indian attitudes to luxury alter
7 Day Round-Up
The Warc Blog
Coffee battle brews in China
BEIJING: Brand owners including Nestlé, Starbucks and Mondelez International are heightening their focus on the Chinese coffee market, as consumer tastes change and affluence rises.
Nespresso, the single-serve device made by Nestlé, was rolled out in the Asian nation during 2007. It currently boasts three dedicated boutiques there, acting as flagships to attract shoppers.
It is also launching special Nespresso machines designed in partnership with Shanghai Tang, the luxury group, to commemorate the year of the dragon.
"We are focused on nurturing the budding coffee culture in the country," Mark Leenders, Nespresso's director, Southeast Asia, Greater China and Korea,
"The consumer interest is clearly evident any time you walk down a street in Shanghai or any other city in China and see the proliferation of brands and coffee shops."
Starbucks, the coffee house giant, also intends to introduce its Verismo single-serve machine in China next year, having recently begun selling the appliance in US branches.
Additionally, the organisation hopes to have 1,500 stores in China by 2015, measured against approximately 650 at present, reflecting a high level of confidence in the country.
"We have an extremely ambitious development plan in China," said Belinda Wong, president of Starbucks China. "China has been designated as our second home market outside of the United States. We believe China will become our largest market outside of the US by 2014."
For its part, Mondelez International, which separated from Kraft Foods this month, is considering entering the single-serve sector, as filter coffee may not achieve a similar status as in the US.
"In cities like Shanghai and Beijing, a coffee shop culture is developing and there's a fertile ground for single- serve," said Hubert Weber, president of its coffee division. "I would compare it to mobile phones and landlines – when you've never had a landline, you go straight to a mobile phone," Weber said.
Mintel, the insights provider, has predicted that the soluble coffee category in China should almost double in size between 2011 and 2015, attaining a value of $1.96bn by the end of this period.
"Experience from other markets tells us that once people get used to having a fresh cup of coffee in places like Starbucks, it's very hard to go back," said Jonny Forsyth, an analyst at Mintel in London.
Data sourced from BloombergBusinessweek; additional content by Warc staff, 18 October 2012
Luxury brands look to long term
Spirits brands see digital openings in Asia
APAC marketers tackle digital challenge
Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc