Course Operate Assignment (20%):
Subject: Promoting: Theory and Practice
Subject matter Code: 06MKG0013A
Instructor: SHELTER, C. Y.
Name: 胡斯瑩 / 鄭子鈞 / 鄭志明/ 葉銘軒
Deadline: August 30th, 2011
1 . Brand Explanation
The brand we have chosen pertaining to our research is ‘Vitasoy' in addition to brief it truly is commonly known as ‘Vita'. The product we now have selected is a beverage ‘Lemon Tea'. It is a product manufactured in Hong Kong. The essence the company was to promote healthy and balanced beverages to its customer. The popularity of Vitasoy began in the late 1940's when mi nombre es bean products were introduced such as the ‘Soy Bean Milk' and ‘Malt Soy Veggie Milk'. Throughout the 1980's, Vitasoy began to introduce different fresh fruit products to its market and market. This was a successful attempt to prolong their industry not only within Hong Kong nevertheless also internationally. ‘Vitasoy' became popular because of its ease and a wide variety of different drinks. Ever since the late 1980's, Vitasoy began to produce traditional beverages such as ‘Lemon Tea' and ‘Red Bean Fleece' which was at first introduced in a smaller café known as ‘Cha Chan Ting'. This beginning struck the market because clients did not need to walk into a ‘Cha Chan Ting' to relish their favorite refreshment. They could also appreciate their exclusive drink within a smaller, less expensive and non-time consuming environment. ‘Vita' is one of the oldest brands in selling traditional Hong Kong refreshments in the market therefore we have picked ‘Lemon Tea' as our aim.
2 . Main Competitors
Since ‘Vita' was introduced in our society, there have been a number of opponents that used. One key competitor inside the beverage industry is Hi- C in the ‘Coca-Cola Company'. Over the years, Hi-C has also introduced the product ‘Lemon Tea' towards the Hong Kong market. Its product also followed the same tendency as ‘Vita'. Their products were also of the same appearance, style and selling point. With regards to packaging, Hi-C has also followed the trend of the smaller box set which can be available in grocery stores such as 7-11 and Group K and supermarkets like Park N'shop and Wellcome. This has as well made it hassle-free for customers to buy this product. In accordance to selling price, it varies from $4 to $5 dollars the financially decent price for students, teenagers, business class individuals and the seniors. The difference in competition between Hi-C and Vita is the fact Hi-C is from the Pepsi industry the large maker from the United States that was popular due to the soda items such as Coke and 7-up. On the other hand, Vita began it is industry in Hong Kong where its products had been produced and manufactured around the world. Since, the products produced by Vita were originally made in Hk, the people who buy the products will build up a stronger sense of of the Chinese tradition/ culture. From your understanding, despite the fact that Hi-C and Vita share the same products, the demand intended for Vita Lemon Tea is usually higher because it is well-known inside our community when it comes to its extended history and uniqueness.
three or more. Brand's Target Segment and its particular Positioning
Vita (VLT) – Market targeting and positioning
From our perspective, from the time the ‘bean' concept was introduced inside the 1950's it has given the company an ideal to get all buyers together and provide them with an energetic and healthy and balanced lifestyle. Out of this viewpoint, we all decided which the market segment groups are people of all age range such as the older, adults, children and children. There are two reasons actual this approval. First of all, the product is practical; customers are able to buy Vita products in about any store or perhaps supermarket available in Hong Kong. Subsequently, the price is usually reasonable, the standard price every product ranges from $4. 00- $5. 00 HASTKRAFTER dollars. Vita products happen to be advancing and becoming a tradition, this kind of extends the consumer target range to people of various class just like business employees and...