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0 OVERVIEW
Vitasoy Group was established in 1940. Vitasoy aims to maintain the leadership in promoting a superior quality of life through the production of high quality, great tasting and nutritious products that will satisfy customers in all markets. VITASOY has spread far beyond Hong Kong, and the group's products sell in over 40 markets around the world - including the USA, Canada, Mainland China, Europe, Papua New Guinea, Australia, New Zealand, South East Asia, Guatemala, Trinidad and Venezuela. Now a listed company (0345.HK) on the Stock Exchange of Hong Kong with plants located in Hong Kong, Mainland China, Australia and the U.S.A., Vitasoy International is a dynamic, international organization setting new standards of quality and innovation wherever its products are sold. Vita is a brand under the Vitasoy Group. Launched in 1979, VITA Lemon Tea - it was the worlds first ready-to-drink lemon tea, which blends red tea with a subtle lemon flavour - is extremely popular in Hong Kong and has secured a clear market leadership over the years, with a variety of teas, juices, distilled water and milk. When you think of VITA, Lemon Tea immediately comes to mind!
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2.2. Geographic
Wide spread sales network as Vita Lemon Tea is available in various packaging formats at different places, such as supermarkets, convenience stores, vending machines, etc. This make it convenient for anybody to enjoy the fabulous sensation whether on the go, together with friendsanywhere, anytime!
2.3. Behavioural
Product Consumption Rate Consumption is mostly daily, depending on each individual drinking habits and the occasions. Brand Loyalty Vita Lemon Teas consumers are mostly loyal to Vitas brand since its irreplaceable taste from other competitors, which is nearly the same as real lemon tea offered in Hong Kong local caf.
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Outdoor Advertising
Brand Management 260 Brand Audit Report (Vita Lemon Tea) Page 3
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Vita held lots of event such as competition campaign, sales promotion event in the outdoor area and shopping mall. The goal is to create brand awareness in the customers mind. Vita Forever Original Catwalk Competition
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There are several areas when evaluating the main sources of brand equity. According to the following Asker (1991)s one, brand equity can be separated into 5 dimensions as follows:
Brand Equity
Brand Associations
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as it always places itself into high explosure in the market place. This can maintain the buyers with a high degree of brand awareness.
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Brand Image is the types of associations that come to the consumers mind when contemplating a particular brand. (Shimp 2007, 39) When think of VITA, VITA Lemon Tea comes up in Hong Kong peoples mind immediately. Launched since 1979, it enjoys long-standing support of Hong Kong people, and has secured market leadership throughout these years. Unique lemon flavour blended with red tea gives people a memorable drinking sensation. Vitasoy International received the Caring Company logo from the Hong Kong Council of Social Services for the first time, which demonstrated the Groups efforts in giving to the community. Vitasoy always awarded by the organizations, Such as in 2008, Vitasoy is presented with 3 Awards: AmCham Hong Kong Brands Award, the 9th Wellcome Top 10 Favourite Brands and Rising Star. These awards recognized Vitasoys efforts over the past 68 years in providing quality and nutritious beverages for every Hongkonger. Due to the fact that VITA Lemon Tea is regarded as a high quality product and it has been awarded numerous industry awards, it become top of mind in the consumers heart with great brand recognition and recall. Also, reputation increased. Both brands are sold widely not only Hong Kong, but also China, Australia, New Zealand, North America, Europe, South East Asia and other markets throughout the world. Thus, all the people familiar with VITA Lemon Tea and creates a great exposure for the brand to the public.
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who choose Vita lemon tea are also special and unique. People also feel that they are special from others who do not choose Vita Lemon Tea. Irreplaceable Taste also arouses a feeling of the unique and irreplaceable position of Vita lemon tea in the market and consumers mind. It implies competitors may not be able to replace its special and unique tea taste. This persuades consumers think Vita lemon tea is the best. Advertisements carry the same campaign are also apply in print advertisement, bill board, website, online banner, and social media such as Facebook. Moreover, Vita also implements sales promotion such as Summer Hits Lucky Draw, short movie competition. Through this marketing campaign and the brand image strategy, Vita Lemon Tea successfully builds a strong and memorable identity to get consumers attention and build emotional bond towards the brand. Vita actually implements a good and memorable marketing campaign. When you think of VITA, Lemon Tea immediately comes to mind! Whenever think of MC Jin, Vita Lemon Tea also immediately comes to mind! Despite of the success, we recommend Vita to invite another famous celebrity, Sammi Cheng, who is the most popular Asian singer together with MC Jin be the endorsers and implement a series of new advertisements. As Sammi Cheng carries a trendy and unique image, and she is also popular among the teenagers and the youth. This matches with the target customers and the products. Together with MC Jin, this must create a gimmick and arouse a pride, self-esteem, unique feeling and brand image in consumers mind.
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Since the name of VITA has spread far beyond Hong Kong, and the group's products sell in over 40 markets around the world including the USA, Canada, Mainland China, Europe, Papua New Guinea, Australia, New Zealand, South East Asia, Guatemala, Trinidad and Venezuela. But VITA Lemon Tea still only sells in Hong Kong. Thus it is recommended that VITA Lemon Tea distribute outside Hong Kong, such as the markets which VITA entered before.
VITA should increase communication in each nation that enhances brand awareness and image. For example, create marketing campaigns to greater brand exposure and let more people know. The increased distribution of VITA Lemon Tea will enlarge sales in order to create large profits.
Value Stages
-Strong Pr
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Source: CBBE Pyramid (Keller 2008) Firstly, salience dimension of brand equity is existed as when consumer thinks of Vita, Vita Lemon Tea comes up in their mind immediately. For primary characteristics of Vita Lemon Tea which is with a unique lemon flavor blended with red tea that builds the performance dimension of brand equity. Also, imagery dimension of brand equity is also found. Vita Lemon Tea is very easy to buy as it is always available in any convenience store and super market. In addition, Vita Lemon Tea which launched since 1979, it enjoys long-standing support of Hong Kong people, has secured market leadership throughout these years. And its unique lemon flavor blended with red tea gives consumer a memorable drinking sensation. Thus brand superiority of Judgment dimension has been created.
Vita Lemon Tea builds fun and social approval image of feeling dimension of brand
Brand Management 260 Brand Audit Report (Vita Lemon Tea) Page 10
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equity. They used Rap presentation to deliver the idea of marketing campaign . And they also aroused a feeling that people perceived that they are special from others who do not choose Vita Lemon Tea. Vita Lemon Teas group was created in Facebook which is a popular social network service and website in recently years. Group member have attained to around 9,300.It is easy to show that active engagement of resonance dimension is achieved. In order to maintain the high level of brand equity, we suggest Vita company should more concentrate on the communicate strategy in the Facebook social network. For example, to create discussion, design fun game program and news update all the time. It can help to get more group member attention and let them know more about Vita Lemon Tea through this direct communication. The most import thing is to attract more people to become a group member of Vita Lemon Tea.
7.0 CONCLUSION
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Vita Lemon Tea is established in 1979 which has over 30 years of history, the brand of Vita has already deeply developed into Hong Kong customers mind. When people think of lemon tea, Vita Lemon Tea will immediately comes up to their minds with its irreplaceable taste and energetic brand image. Both of the youngsters, teenagers and students would not think Vita Lemon Tea is an old product. Since at the present moment, there are no great challenges and strong competitors in the Hong Kong lemon tea drinks products market. Therefore, it may not be essential to revitalize Vita Lemon Teas brand. Giving the fact that Vita is extremely popular in Hong Kong and has secured a clear market leadership over the years, it may consider to expand its marketing campaigns to the overseas countries besides Hong Kong and China so as to maintain a sustainable sales growth and to maximize its profits.
8.0 REFERENCES
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Aaker, D.A. (1991), Managing Brand Equity. New York, NY: The Free Press. Keller, K.L. 2008. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 3rd ed. Upper Saddle River, New Jersey: Pearson Education, Inc. MC Jin x MC KT x x Vita Lemon Tea Commercial. http://www.youtube.com/watch?v=COsLJZxnOeQ (accessed October 26, 2010) MC Jin VS Vita Lemon Tea Commercial. http://www.youtube.com/watch?v=StBOB-hEMKQ&feature=related (accessed October 26, 2010) MC Jin - Vita Ceylon Lemon Tea Commercial http://www.youtube.com/watch?v=DFVCcEhGUDQ&feature=related (accessed October 26, 2010) Shimp.T. Advertising Promotion, and Other Aspects of Integrated Marketing Communications. USA: South West Cengage Learning, 2007. Vitasoy HK. http://www.vitasoy.com.hk/eng/company/company.html (accessed October 24, 2010) Vitasoy International Holdings Ltd. http://www.vitasoy.com/ (accessed October 23, 2010) Vitasoy International Holdings Ltd annual report 2009-2010. http://www.vitasoy.com/viewpage.php? page=investorrelations§ion=annualResult&subsection=archive (accessed October 24, 2010) Vita Lemon Tea. http://www.vlt.com.hk/index.php (accessed October 24, 2010) VITA Lemon Tea - PR and marketing for new packaging of VITA Lemon Tea from Oct 2006. http://www.aqcomm.com/official/photo.asp?aevent=news302 (accessed October 24, 2010)
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Yeung-Gwong Lemon Tea. http://www.yeung-gwong.hk/2010/ (accessed October 30, 2010) Zeithaml, V.A. (1988), Consumer perceptions of price, quality, and value: a meansend model and synthesis of evidence, Journal of Marketing, Vol.52 No.3, pp.2-22.
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