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...
...Plan: VitaLemonTea Environmental Analysis Consumer Analysis Recommendation Company Analysis Agenda 1. Company Background 2. Situational Analysis 3. Recommendations Company Background Year of establishment: 1979 Founder: Dr. Lo Kwee-Seong Different flavors
e.g. Low sugar, SUPERICY, Ceylon, LimeLemon, Honey Different type of packing
e.g. Canned, Tetra-pack, In bottle. P.E.S.T. Analysis Political environment Economic environment Social environment Technological environment Opportunities World’s freest economy
→ low and simple tax (16.5% to corporations) Well-developed legal system
→ protect copyright, promote fair competition The 2013-14 budget
→ 75% of 2012/13 profits tax will be waived
subject to ceiling of $10,000 per case Threats Strict inspection of product safety
→ Centre for food safety Arrangement of minimum wage
→ $28 to $30 Opportunities High-income local residents
→ above 70% of people earn $10000 or above
monthly Increasing GDP growth rate
→ GDP rise 1.4% Threats Opportunities health conscious people
→ Care for health and then choose ‘light’ lemontea Threats Opportunities Develop different taste – R&D
→ e.g. cool lemontea Renewed promotional displays in Vitalemontea
→ New advertisement Threats Saturated market No significant difference among competitor’s products Product Package:
- Plastic bottle
...Brand Name: 陽光®
Drink Type: Tea, Juice Drink and Soya Milk
In 1970s, 陽光®was first created specifically for the local market with a large portfolio, including tea, juice drink and soya, etc. The Chinese name of 陽光®represents its brand image “everywhere is sunshine” and promotes the most genuine, positive and pleasant spirits. The formulation of lemontea gives a perfectly balanced taste of lemon andtea and becomes one of the most favorite drinks in Hong Kong.
Flavors: LemonTea, Ceylon LemonTea, Ceylon LemonTea Less Sweet (Low Sugar), Chrysanthemum Tea, Chrysanthemum Green Tea, Honey Jasmine Green Tea, White Grape Tea, Apple Juice, Mango Juice, Orange Juice, Honey Lemon Juice Drink, Honey Citron Juice Drink, Lemon Blackcurrant Juice Drink, Lychee Flavoured Drink, Pineapple Juice Drink, Fruit Punch, Melon Soya Milk, Coconut Soya Milk, Caramel Pudding Soya Milk, Sweet Corn Soya Milk and Chocolate
Other pack size:
250 mL x 6 packs
375mL x 6 packs...
...Afternoon Tea – Task 1
Afternoon teas are very popular and are an excellent way for chefs to demonstrate their skills at producing baked products. Prepare, cook and serve four items, at least one of which must be savoury that could be offered as part of an afternoon tea menu.
Tea: a light mid-afternoon meal of tea and sandwiches or cakes; "an Englishman would interrupt a war to have his afternoon tea"
6 examples of afternoon tea menus:
The Ritz: hotel
Ham Sandwich with Grain Mustard Mayonnaise on White Bread.
Cheddar Cheese Sandwich with Chutney on Onion Bread.
Cucumber Sandwich with Cream Cheese, Dill, and Chives on Caraway Seed Bread.
Chicken Breast Sandwich with Horseradish Cream on White Bread.
Scottish Smoked Salmon with Lemon Butter on Rye Bread.
Egg Mayonnaise Sandwich with Chopped Shallots and Watercress on White Bread.
Freshly Baked Raisin and Plain Scones with Cornish Clotted Cream and Strawberry Preserve.
Assortment of Afternoon Tea Pastries and Cakes.
Holden Clough: nursery
Enjoy our version...
...The Forgotten Group Member
Case 7: The Case Study for this Week
MGMT-591-62034 Leadership & Org Behavior
July 28th, 2012
The Forgotten Group Member
In the case study, "The Forgotten Group Member" (p. W-112) the components of the team came out of the forming stage to enter to the Storming stage. At this stage, as the book points out, is a period of high tension among thegroup members and emotionality. During this stage, hostility and infighting may occur. This can be seen when one of the members, Mike, feels outside of the group. From the beginning Mike was categorized as the clown of the team, and he contributed to have given that name. During the process, he has not shown much cooperation and/or effort in terms of meetings and tasks assigned as a team. Therefore Christine, Diane, Janet and Steve have shared more and developed teamwork in which each has a function. Misinterpretations and some incidents occurred during those five weeks that made Mike feel rejected by his team. All these events have created an atmosphere of tension where the team has been not able to completely create a team work. Christine as "Team leader" was worried and understood Mike and even empathized with him but on the other hand the group it could be affected by his performance. By knowing the different of the stages that team passes, Christine...
... Therefore, flash memory has a strong need of financing as low profit margin doesn’t provide enough cash flows for the future growth and the company also reach the bank’s lending limit. Three alternatives for additional financing are available for consideration.
This report analyzes the new project based on the estimated WACC to decide if Flash memory should accept or reject this project. Furthermore, the report prepares three years pro-forma for 2010, 2011, 2012 to show the impact on the income statement with and without the new project so that financing requirements based on each scenario can be determined. Additionally, this report lists the pros and cons of three financing alternatives: obtaining external financing through factoring group or a private sale of common stock; rely solely on Internal financing through reinvestment of Flash’s earnings. Finally, this report makes recommendations to the board of directors about the investment decision on the new product line associated with the source of financing.
Q1: Forecast income statements and balance sheets for 2010, 2011 and 2012
In the forecast income statements, we use average balances of the current and prior year amounts of notes payable to calculate interest expense. Because the balance of notes payable of 2010 and 2011 are over 70% of the balance of accounts receivable, which illustrates that the company has to raise additional fund at Prim+6%, i.e. 9.25%.
Assuming the company does not invest in...
...place. A good reservation system is expected to be in place in case of a 5-star.
No feedback system in place.
Servicescape for Seagull
Seagull is a well lit restaurant with natural lighting across the lounge. The center of the restaurant offers a Chandelier lighting that spreads across the entire restaurant. At the entrance of the restaurant, there is a four seat sofa set for waiting customers. Kids were being offered balloons and Mehandi sessions for women. Two attendants, one, the floor manager and a female staff were placed at the gates of the restaurant to welcome guests and make reservations. The restaurant was narrow and long lounge styled, with wall paintings themed in modern art. There were about ten staff members in Indian styled lemon colored uniforms. The restaurant had an open kitchen where guests could request for their dishes and can watch the dishes being prepared infront of them. While the Starters were placed at the center of the seating arrangement, the desserts and snacks were placed at a distance adjacent to each other.
The ambience was bright and the restaurant played jazz music in the background. The odor and temperature were well maintained at the restaurant. All tables were arranged with required cutlery and the staff carried a courteous smile in every interaction with guests.
RECOMMENDATIONS FOR SERVICE IMPROVEMENT:
Know your customers and what kind of dining experience they anticipate when they walk through your...
...com/od/gardenprimer/g/pH.htm, the soil ph is the measurement of the soil’s alkalinity or acidity. Ways to manipulate it is important due to that some plants prefer different soil ph. Increasing the soil’s ph value required the help of calcium carbonate (agricultural lime) if the soil is too acidic. Whenever necessary, gardeners use sulphates to decrease soil ph making it acidic.
Ph is the measurement used to tell whether a aqueous solution is acidic or basic. Websites such as http://chemistry.about.com/od/ph/f/What-Does-Ph-Stand-For.htm and http://en.wikipedia.org/wiki/PH both say that the “p” stands for power while the “H” stands for hydrogen. The term ph was first described by Søren Peter Lauritz Sørensen. A ph value of 7 is neutral. Ph values higher than 7 is basic while ph values lower than 7 is acidic. Indicators are used to measure the soil ph but using them produces inaccurate data. To have a more accurate data, a ph meter is used.
Soil ph is the soil’s measurement of alkalinity or acidity. Soil ph can affect plants like some hydrangea plants that change color depending on the soil ph. Acidic soil having a ph value less than 4 have toxic amounts of Aluminium and Manganese. Alkaline soils have iron, manganese, zinc, boron and copper deficiency. Fertilizer use, plant root activity, and rainfall are some of the causes of soil ph decrease. Accumulation of magnesium and calcium salts results in having an alkaline soil.
...Describe how you would drill the past tense or another grammar point with a repetition drill.
A repetition drill
The teacher get the students to repeat the form in response to a given stimulus, quite often a gesture or facial expression.
Start the exercise and introduce the form using the ‘back – chaining method’. The phrase is modeled, starting at the end and working your way forward e.g. ‘yesterday’ / ‘to town yesterday’ / ‘I went to town yesterday’. Students repeat each respective ‘chunk’ until the whole sentence is complete and formed. The drill will be staged using silent, choral and individual repetition. Give the target form and ask the students to repeat it silently, reciting it over in their minds. Then, move on to drill the target from chorally. When conducting ‘chorally’ ensure the students are repeating the form in unison, otherwise, recognizing pronunciation indifferences can be difficult.
If pronunciation issues are shown then I can use body language pointing to the respective voice/tone of a word. Ensure to speak naturally so as to give a genuine model of the voice or expression.
A yes-no question drill
To further develop the grammar point a ‘yes/ no’ drill can be used. The teacher triggers the positive response to Simple Past Tense Questions by showing photos of the activity taking place.
Teacher: “Did she walk?” / “Did they run?” / “Did he smile?” / “Did it jump?”
Student: “Yes, she walked.” / “Yes, they ran.” / “Yes, he smiled.” /...