First Mover Advantage of tea's beverage strategy

There are so many beverages in this world like Coca-Cola, Mountain Dew and so on. How about in Korea? Specially, Korea has unique beverages that hard to find any other place. It is called ‘tea’. Have you heard ’17 tea’(17차)? It is not a soda drink like coke, and also not ion beverage like pocarisweat. It is just a tea with barley or corn or other cereals. Nowadays there many tea beverages like ’17 tea’. However, just 3 or 4 years ago there was only hot tea from China or tradition of Korea and common sense of teas is that teas are drunken by only old or traditional people. No one think that making a tea like beverage in that time. Suddenly, however, the ’17 tea’ appeared. When it came out first, many people have no especial concept about teas but as time goes by, NamYang that makes ’17차’ did great marketing. They appeal their product to young people rather than old. It made great successful at that time. Many of young men and women bought and drunk that product. There was no any other product to compete with ’17 tea’. I think It is a first-mover-advantage in industry. When nobody couldn’t make that idea which tea made popular, Namyang did that and it had great market share at that time. They may be earned a lot of money and till now even though there are many other product like ’17 tea’ but almost of people think like that ‘Tea is 17 Tea!’ and I also think like.

20700658 Cho Dong-Soo

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