Group 7 Vita Lemon Tea Essay - 2051 Words



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Group 7 Vita Lemon Tea

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Text Preview Course Work Assignment (20%):

Subject: Marketing: Theory and Practice
Subject Code: 06MKG0013A
Instructor: LEE, C.Y.
Name: 胡斯瑩 / 鄭子鈞 / 鄭志明/ 葉銘軒
Due Date: August 30th, 2011

1. Brand Description
The brand we have chosen for our research is ‘Vitasoy’ and in brief it is commonly known as ‘Vita’. The product we have selected is the beverage ‘Lemon Tea’. It is a product produced in Hong Kong. The aim of the company was to promote healthy beverages to its consumer. The popularity of Vitasoy began in the late 1940’s when soy bean products were introduced such as the ‘Soy Bean Milk’ and ‘Malt Soy Bean Milk’. During the 1980’s, Vitasoy began to introduce different fruit products to its industry and market. This was a successful attempt to extend their market not only within Hong Kong but also internationally. ‘Vitasoy’ became popular because of its convenience and a wide variety of different beverages. Ever since the late 1980’s, Vitasoy began to produce traditional beverages such as ‘Lemon Tea’ and ‘Red Bean Fleece’ which was originally introduced in a smaller café known as ‘Cha Chan Ting’. This emergence struck the market because customers did not need to walk into a ‘Cha Chan Ting’ to enjoy their favorite beverage. They could also appreciate their favorite drink in a smaller, cheaper and non-time consuming environment. ‘Vita’ is one of the oldest brands in selling traditional Hong Kong beverages in the market so therefore we have chosen ‘Lemon Tea’ as our aim.

2. Major Competitors
Ever since ‘Vita’ was introduced in our society, there were a number of competitors that followed. One major competitor in the beverage industry is Hi- C from the ‘Coca-Cola Company’. Over the years, Hi-C has also introduced the product ‘Lemon Tea’ to the Hong Kong market. Its product also followed the same trend as ‘Vita’. Their products were also of the same appearance, style and selling point. In terms of packaging, Hi-C has also followed the trend of a smaller box set which is available in convenience stores such as 7-11 and Circle K and supermarkets like Park N’shop and Wellcome. This has also made it convenient for customers to buy this product. According to price, it ranges from $4 to $5 dollars which is a financially decent price for students, teenagers, business class individuals and the elderly. The difference in competition between Hi-C and Vita is that Hi-C is from the Coca-Cola industry which is a large manufacturer from the United States that was popular for its soda products such as Coke and 7-up. On the other hand, Vita began its industry in Hong Kong where its products were produced and manufactured around the world. Since, the products produced by Vita were originally made in Hong Kong, the people who buy the products will build up a stronger sense of belonging to the Chinese tradition/ culture. From our understanding, even though Hi-C and Vita share the same products, the demand for Vita Lemon Tea is higher because it is well-known in our community in terms of its long history and uniqueness.

3. Brand’s Target Segment and its Positioning
Vita (VLT) – Market targeting and positioning
From our perspective, ever since the ‘bean’ concept was introduced in the 1950’s it has given the company an ideal to bring all customers together and to provide them with an active and healthy lifestyle. From this viewpoint, we decided that the market segment groups are people of all ages such as the elderly, adults, adolescents and children. There are two reasons underlying this justification. First of all, the product is convenient; customers are able to buy Vita products in almost every store or supermarket available in Hong Kong. Secondly, the price is reasonable, the average price per product ranges from $4.00- $5.00 HK dollars. Vita products are advancing and becoming a tradition, this extends the customer target range to people of different class such as business employees and... Show More

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