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  • Winning The China Vitamin War

    Enviado por

    Rahul Pinnamaneni
    70 visualizações8 páginas
    Title: Winning the China vitamin war by building a strong brand Author(s): Junsong Chen, (China Europe International Business School, Case Development Centre, Shanghai, China), Willem P. Burgers, (China Europe International Business School, Case Development Centre, Shanghai, China) Citation: Junsong Chen, Willem P. Burgers, (2007) "Winning the China vitamin war by building a strong brand", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 1 Iss: 1, pp.79 - 95 Keywords: Advertising, China, Market segmentation, Vitamins Article type: Case study DOI: 10.1108/17506120710740298 (Permanent URL) Publisher: Emerald Group Publishing Limited Acknowledgements: Copyright by CEIBS (China Europe International Business School). Abstract: Purpose – To provide insight on the characteristics of the Chinese multi-vitamin marketplace and to discuss key issues involved in marketing work, including market testing, product positioning, market segmentation and targeting, differentiation, and branding strategy. Design/methodology/approach – The paper is based on a field-based case study. An in-depth interview has been used for data collection. The case is presented on a chronological order and could be divided into four stages (2001-2005). Substantial information regarding the company's marketing strategy and tactics has been provided. Detailed sales data have also been given to facilitate the case discussion. Findings – The case presents the uneven growing path of a Chinese multi-vitamin brand. It has established the importance of brand-building strategy on the basis of integrated marketing mix. Practical implications – The case provides an excellent basis for exploring the pros and cons of numerous marketing tactics – individual branding vs brand extension, penetration vs skimming, choice of promotional tools, etc. It has also illustrated different ways for product positioning and differentiation. In addition, it provides a basis for discussing ethics in advertising – e.g. the soft advertising. Originality/value – The case has been used successfully in executive MBA courses. The case helps managers and researchers to understand China health supplement market which has indicated many special characteristics compared with Western market, or discuss general issues related to marketing.

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    Title: Winning the China vitamin war by building a strong brand Author(s): Junsong Chen, (China Europe International Business School, Case Development Centre, Shanghai, China), Willem P. Burgers, (China Europe International Business School, Case Development Centre, Shanghai, China) Citation: Junsong Chen, Willem P. Burgers, (2007) "Winning the China vitamin war by building a strong brand", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 1 Iss: 1, pp.79 - 95 Keywords: Advertising, China, Market segmentation, Vitamins Article type: Case study DOI: 10.1108/17506120710740298 (Permanent URL) Publisher: Emerald Group Publishing Limited Acknowledgements: Copyright by CEIBS (China Europe International Business School). Abstract: Purpose – To provide insight on the characteristics of the Chinese multi-vitamin marketplace and to discuss key issues involved in marketing work, including market testing, product positioning, market segmentation and targeting, differentiation, and branding strategy. Design/methodology/approach – The paper is based on a field-based case study. An in-depth interview has been used for data collection. The case is presented on a chronological order and could be divided into four stages (2001-2005). Substantial information regarding the company's marketing strategy and tactics has been provided. Detailed sales data have also been given to facilitate the case discussion. Findings – The case presents the uneven growing path of a Chinese multi-vitamin brand. It has established the importance of brand-building strategy on the basis of integrated marketing mix. Practical implications – The case provides an excellent basis for exploring the pros and cons of numerous marketing tactics – individual branding vs brand extension, penetration vs skimming, choice of promotional tools, etc. It has also illustrated different ways for product positioning and differentiation. In addition, it provides a basis for discussing ethics in advertising – e.g. the soft advertising. Originality/value – The case has been used successfully in executive MBA courses. The case helps managers and researchers to understand China health supplement market which has indicated many special characteristics compared with Western market, or discuss general issues related to marketing.

    Direitos autorais:

    Attribution Non-Commercial (BY-NC)
    Baixe no formato PPTX, PDF, TXT ou leia online no Scribd
    Sinalizar o conteúdo como inadequado
    70 visualizações8 páginas

    Winning The China Vitamin War

    Enviado por

    Rahul Pinnamaneni
    Title: Winning the China vitamin war by building a strong brand Author(s): Junsong Chen, (China Europe International Business School, Case Development Centre, Shanghai, China), Willem P. Burgers, (China Europe International Business School, Case Development Centre, Shanghai, China) Citation: Junsong Chen, Willem P. Burgers, (2007) "Winning the China vitamin war by building a strong brand", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 1 Iss: 1, pp.79 - 95 Keywords: Advertising, China, Market segmentation, Vitamins Article type: Case study DOI: 10.1108/17506120710740298 (Permanent URL) Publisher: Emerald Group Publishing Limited Acknowledgements: Copyright by CEIBS (China Europe International Business School). Abstract: Purpose – To provide insight on the characteristics of the Chinese multi-vitamin marketplace and to discuss key issues involved in marketing work, including market testing, product positioning, market segmentation and targeting, differentiation, and branding strategy. Design/methodology/approach – The paper is based on a field-based case study. An in-depth interview has been used for data collection. The case is presented on a chronological order and could be divided into four stages (2001-2005). Substantial information regarding the company's marketing strategy and tactics has been provided. Detailed sales data have also been given to facilitate the case discussion. Findings – The case presents the uneven growing path of a Chinese multi-vitamin brand. It has established the importance of brand-building strategy on the basis of integrated marketing mix. Practical implications – The case provides an excellent basis for exploring the pros and cons of numerous marketing tactics – individual branding vs brand extension, penetration vs skimming, choice of promotional tools, etc. It has also illustrated different ways for product positioning and differentiation. In addition, it provides a basis for discussing ethics in advertising – e.g. the soft advertising. Originality/value – The case has been used successfully in executive MBA courses. The case helps managers and researchers to understand China health supplement market which has indicated many special characteristics compared with Western market, or discuss general issues related to marketing.

    Direitos autorais:

    Attribution Non-Commercial (BY-NC)
    Baixe no formato PPTX, PDF, TXT ou leia online no Scribd
    Sinalizar o conteúdo como inadequado
    de 8

    WINNING THE CHINA VITAMIN WAR BY

    BUILDING A STRONG BRAND


    Vignesh K (11P119) Rahul Pinnamaneni (11P156) Shafali Subramanian (11P165) Vivek Mathew (11P240)

    CORE ISSUES
    Individual branding v/s brand extension Choice of promotional tools

    Lack of strong functional recognition of the product

    Inability to develop a wellestablished brand association

    Different ways for product positioning and differentiation

    Product :

    Specially

    Pricing:
    Daily Consumption Price for GoldPartner was above 2 Yuan which was much higher than most brands in the multi-vitamin market (0.8 - 1.5 Yuan) Priced as calcium supplementing product rather than multi-vitamin product They did not lower the price as they considered it to be too risky

    designed for Chinese people Product Line: 3 different offerings catering to the following segments: Children, middle aged & senior citizens and Women GoldPartner adopted box packaging same as Nao Bai Jin creating confusion Product taste not as nice as others ; sub-optimal taste of the childrens product had affected its multiple purchase

    Promotion:
    TV commercials on China Central Television (CCTV) convey three messages1. Fear: Problems due to inadequate amounts 2. Scientific solution: Developed by experts from CNS 3. Concerned about people Sponsored the CCTV Goldpartner Model Contest Advertising for Goldpartner focused on product benefits and positioned the product as a health solution. 3

    Marketing Mix

    Place:
    Initially, Goldpartner relied heavily on the pharmaceutical sales channel Increasing use of Gift advertising, focus shifted to use of departmental stores Displayed on the healthcare food counter, while the other multi-vitamin brands were sold through OTC drug counter

    Nao Bai Jin


    Gift concept Exaggerated Advertisement Well established brand association

    Centrum
    2nd in terms of sales Priced 30-40% lower than Goldpartner Cu and P content Two segments- children & adult Lower daily consumption price

    Gold Theragran
    Priced 50% lower than Goldmaster Cu and P content Two segments- children & adult

    21 Super Vita
    Was in market for a decade Heavy usage of soft articles Frequent TV advertising Cu and P content All 3 market segments with same brand and same product with specific advertisements

    FINDINGS
    No specific brand association Lack of strong functional recognition Unable to establish itself as a unique product category Positioning Conflict

    Promotion and advertising spend

    Lack of clarity in promotionFunctional or Gift

    Finding 1

    Finding 2

    CONTD.
    No POD established Made the Price Disadvantage more prominent No new POD being developed/communicated Product Category- Sales dependent more on advertising

    Price skimming technique adopted


    Short Product Life cycleInstrumental in shaking consumer Confidence in the industry

    Finding 3

    Finding 4

    Different brand names for different segments

    Pricing to be made competitive

    What should be done?

    Promote as Health Supplement Product

    Focus on ignored Womens segment

    Greater impetus on segment specific focused Advertising

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