Vitasoy †Sparkling Soy Milk

VITASOY sparkle soy draw Executive summary Background of Studies Environmental s placening Advertising and promotion strategies/ tactics Conclusion Reference Appendices Executive summary Background of Studies In 1940, Vitasoy was established by Dr K. S. Lo in Hong Kong. soja bean bean is the primary(prenominal)(prenominal) come of protein for Chinese mountain for 4,000 years. Mr. Lo brought this big idea to Hong Kong commercialise, he began to address his Soya bean draw from delivery in fresh to clients homes on bicycle, grow his lotiness to retail out permits later on the World War.Nowadays, VITASOY chemical companys harvest-tides sell in everyplace 40 markets around the world and become the world-wide organization which is standards in quality and innovative mathematical harvest-homes. Vitasoys key ingathering is soybean plant boozing and tofu, which is nutritious and high-protein wellnessy for people. Vitasoy was built-up nearly 70 years, it is l egato the one of the almost famous local trademark beyond Hong Kong, through the high quality, the grand tasting, healthy and sold at affordable price, those ar the factors why Vitasoy is successful its unique selling pro authority.The industry uniqueness 1. flaw loyalty Through nearly 70 years, Vitasoy is salvage a drawing card in the industry in Hong Kong 2. 3 main competitors HI-C Ribena Yeos 3. inexpensive price For wide client segment (e. g. student, adult, elders) Environmental s fecal matterning 1. communicate Situation Analysis Vitasoy is the biggest supplier of the soymilk market in Hong Kong. accord to Mingpao Finance (2008/08/04), she has 75% of the market sh be of the soymilk in HK, 50% of Shenzhen &038 Guangzhou, 35% of Australia &038 New Zealand.The most traditional &038 strong accept the soymilk ingathering in Hong Kong which is Vitasoy, beca expenditure she is look ating out her coach-and-fouriness 69 years in Hong Kong, so eachone knows as her. Although she is much advantage for business in HK, she still needs to c ar a few points, quality of the soymilk. In 1996, after the incident of soymilk taste deterioration, Vitasoy had a bad composition for her mark and lost HKD 60,000,000 profit. Nowadays, clients advocate the health food, soy bean of soymilk is an thoroughgoing food without artificial preservatives, genetically-modified (GM) foods.This is the biggest business opportunity for Vitasoy, so she begins the abroad business, exchangeable Australia and New Zealand, that she has a good return. On the an some former(a)(a)(prenominal) through, when the similar reaping like milk occur problems, soymilk go out suit the s hindquartersty profit. Its a fact, when last year, the main land China lapse the poison milk, at the same succession, the soymilk get the great sales, it amplification 56% for the total sales. However, the opportunity brought a threat of competitors, like Yeos and Coca Cola. The heavy(p)st compe titor, Coca Cola has much capital to attack the soymilk market.Vitasoy whoremasternot bear this risk, so she needs to be a pioneer for the overseas and the Mainland China market, to machinate the strong subtraction for the future expansion 2. ) wear a customer digest Up to 31 March 2009, the study sales market of Vitasoy is Hong Kong and Macau, which carries 53% of total sale amount. The second market is Mainland China, which is 20%. Other markets ar Australia, Zealand, North America and Singapore. All these markets are growing gradually. In the recent years, Vitasoy is keen on launching unlike varieties and promoting benefits of soy to customers who concern their health.Such strategies widen the customer groups to all ages as well as both genders. It raised Vitasoys sales branch and market share. Besides, the Groups tuck shop business and cater business in addition volumeed a healthy contribution growth. From the Vitasoy ingatherings, most of our customers (44%) choose s oymilk while 20% select Lemon tea harvest-homes. In September 2008, mass alertness to the safety of dairy milk was awakened by the outbreak of the melamine issue. Because of similarity between dairy milk and soymilk, soymilk of Vitasoy became a popular alternative for customers.Vitasoy is enjoying good reputation and good quality image among Hong Kong people. Apart from Vitasoys existing customer, we read to explore more potient customers to increase the market share. Further to the information from the nosecount and Statistics Department in Hong Kong 2008, there are more females (52. 7%) than males (47. 3%). In the demographic characteristics, the largest age group is 35-64 year old (64. 6%) The second large age group is 0-14 year old (12. 2%). We impart base on these statistics for ingathering development. 3. ) Conduct a intersection analysis Vitasoy is a kind of well-known soymilk in Hong Kong. in spite of it is a traditional ingathering among people, sore product is requ ired to run in order to sustain the market share. The bran- saucily product is called shine soy milk which pull up stakes be one of the swallows in beginning with Vitasoy series that go out be released in mid-November 2009. This exclusive product is exceptional to be sold during this Christmas season. Overview the product ? Using soymilk as tooshie ? Nutrient healthy product that is featured with the most low concentrated flesh out and abundant protein ? Using a plastic store as a container ? Selling it for both cool and hot option ? Adding Konjac inside(a) the soymilk Shake it at least 10 times earlier plighting ? Not only suffer whoop it up it, even can chew it ? Printed with dark in glow snow fig that pull up stakes glow white at night ? A heat up re nimble feature. After holding it for a while, it pass on then change into other color. It is created by using thermal color sign This product is especially adequate for children, teenager. Traditionally, adu lt and elder has been chronically inebriation soymilk that they are treated as basic advantage. 4. Conduct a competitor analysis Even Vitasoy is the one of the largest soymilk companies, but there are umpteen companies intend to replace its position.After our observation, we can divide their competitors in terzetto parts Direct competitor, in machinate competitor and Potential competitor. HI-C is the main direct competitor. HI-C has developed several soymilk products to against Vitasoy, HI-C is the second describe of Coca-Cola in Hong Kong, which enjoys a huge resource backup against Vitasoy. Melon Flavored soybean milk is the most well-disposed product of HI-C. As Vitasoy has already existed in this market for 50 years, and became a household brand, so HI-C is still hard to replace Vitasoys position in Hong Kong.Ribena is one of the indirect competitors for Vitasoy. Nowadays, Hong Kong people evermore care their health as the first priority and Ribena domiciliated a high qua lity drink which heads delicious blackcurrant taste and it provides with a rich Vitamin C, it is very powerful for the customer to choose their product according to the healthiness. Although Vitasoys soymilk likewise provides a health drink to people, but as customers seaportt the brand loyalty for every product, so Ribena should be the big challenge for Vitasoy. Yeos should be the potential competitor for Vitasoy.Although their sales amount still cannot stake in the market, but Yeos eer develop sunrise(prenominal) product like black soymilk, green bean soymilk and so forth And their main product is organic soymilk, this can attract more and more people to buy their products, so we list them to the potential competitor with Vitasoy. 5. ) Justify the customer segment, targeting and positioning strategies In accordance with the data of customer analysis, we target the group of children, teenagers and family for our new product as they are in the large popluation. Our new product is named as sparkly soy milk.It is Vitasoy soybean milk with Konjac, which increases the elements of nutrient. And exit touch it before purpose. Customers can make fun with such(prenominal)(prenominal) drink into the boring life. As we know, in Hong Kong, females are in the majority. The product appearance forget increase their purchasing interest. In order to ascertain the attention of female customers, the drink will be dressed up with glow-in-dark snow pattern and heat sensitive feature on the advancement, which will study festival atmosphere and romantic feeling. In fact, the drink packaging is as well giving the impassioned and cheerful outlook to attract family group for purchase.The drink consists of twain sizes, 330ml and 500ml in volumes, which provide options to different consumers. During the promotion, we will use both above the decipher and down the stairs the marches strategies. For the above the line strategies, lane Show and MTR advertisement are our first launch. We will also introduce the drink to customers via internet, for instance, Facebook and Yahoo website, together with advertisements on teenagers magazine. For the below the line strategies, we will put the promotional materials such as store monetary standard and promotional corner on the store to draw the ustomers attention. Besides, we will take the free sample at the density of crowd districts, Causeway Bay, Mong Kok, to let the popular taste our product. We will contact primary and secondary schools to offer the promotional purchase of our new product with special discount. Compared with our other products and other similar drinks in the market, we will suggest selling the new drink at HKD 4. 50 per bottle (for small one) and HKD 6. 50 per bottle (for large one). Consumers can get the drinks from supermarkets, 7-Eleven, Circle K and other self consumption machine.These places can let our products to get reach of consumers at anytime and anywhere. It is much suitab le for busy people in Hong Kong. Advertising and Promotion strategies/ tactics 1. localize the overall branding strategies Base on the result of the environmental scanning, we go on that our target customers will be children and teenagers. And our product is a funny health drink. For the overall branding strategies, we will delay the original and add a little factor for the brand, fictive and Funny. Vitasoy the brand is very strong in HK, so we dont need promo the brand with great exertion.On the other hand, the other factor make Vitasoy success is creative, but we havent used the promo before. So this time, we will use a great exertion for the creative and remind the customers the soymilk is the health drinks. Our new product will show how funny of the brand. Therefore, there are common chord main points for current branding strategies, Health, Funny and Creative. for the first time, Health we will through the some the line thematic to remind customers, when you drink Vita soy soymilk, the how many advantages for you health that you will get.Second, Funny we will through the about the line tactical (dispatch sample) and below the line thematic (POS display) to education the consumer how to use and how to have fun from the product. Third, Creative we will through the new product to stick out Vitasoy of all time is a creative brand. It will bring a message to the consumers, thats soymilk not only for health, its can be fun, an invest and the order usage when you make more creative. 2. The system approach of conversation strategiesThe concept of marketing discourse proposening which recognizes the value of an all-inclusive plan that measures the strategic roles of variety of communication disciplines (general advertise, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency, and maximum communication impact. Clarity means clearness of appearance. Our product has a clear message to all customer which is Health, Warm &038 gestate Fun. In all advertising, we will base on these three messages to promote to the customer how the drink is healthy, why you will feel warm and how you can have fun in this.Consistency means universe in conformity with a set of rules, guidelines or policies. Since Vitasoy was born, their name, logo, mission was keep for 50 years. Because of these consistency factors, Vitasoy can keep their name in every people mind. On the other hand, the drink will promote to a limited period product in the last season, but we will still promote this drink which without the dressed up with glow-in-dark snow pattern and heat sensitive feature on the packaging after this period. We will promote this drink which base on the healthy when the soymilk add-on Konjac.Therefore, the package will different, very normal. Maximum communication impact which gives the customer a profound impact by the products or advertising. As our product will be dressed up with g low-in-dark snow pattern and heat sensitive feature on the packaging, which does not have any other similar product in the market and it is a limited product in the last season, so we think this is most impactful to the customer. Through the advertising, we can achieve to attract the consumer to buy our product. Pull &038 Push are the two promotional strategies in our advertising.Pull is the promotional strategy which a new product is heavily advertised before its retail and come on up the demand which draws customers attention into the retail stores. As one of our target groups is teenagers, we will hire some model and send them to Mong Kok, Tsim Sha Tsui, and Causeway Bay etc which the teenagers always go shopping and dining in these places. The models will present them a present which include a sample of our new product and a leaflet to introduce. In addition, we also promote our product in Road Show and MTR advertisements are our first launch.The advertising agency can always b roadcasts the advertising in the golden hour which the most audience continue the television or listening the radio. We will make a 20 second advertising and play it in Roadshow and posters in every MTR office because there are more than million people travel bus and MTR every day. We will also introduce the drink to customers via internet such as Facebook and Yahoo website, together with advertisements on teenagers magazine. Because there are over million people watch these media every day, so the message can always recall.On the other hand, we will setup promotional counters in the mainly supermarket, because many housewives go to the supermarket everyday and they always go with their children, so they can taste and feel our product together. likewise, we will promote the drink in primary school and give free samples to the students. This strategy calls superlative of Sell. According to these promotions, we can also call this as higher up the line which is a promotional meth od, included all media, and is under controlled by the client. This can have a long term effective to boost up the customers attention.Push strategy which is through the difference channels with a product that customer will be attracted by the advertising and other factors such as rebates. Push strategy also like under the line strategy which is through the media like sales promotion, banner etc. We will setup some banner and promotional corner in the stores to attract the customers attention. 3. The advertising and promotion program elements It divides into 3 major communication objectives to customers Health Warm Have fun Health It is aimed to present a health image to customers that it is more benefit than they are expecting.Obviously, soy product has been widely introducing into Asian market that can bring health to the customers. In the western, Soymilk is the top soy products by awareness in the get together State. It benefits people to stay fresh Heart Disease, Cancer, Osteoporosis and Menopausal symptoms (Consumer Attitudes most Nutrition (2008) Online PDF). Macronutrient musical theme of Soybeans (% Kcal) pic Complete protein, providing all 9 essential amino acids As Soymilk is mainly made from soybean, so it has abundant nutrient drink for children, teenager and elder.Thus, it is regarded as healthy and emphasize on low saturated fat (not Trans fats) and high protein. Since more and more people have concerned about their food whether it is harm to their health, and received a knowledge of trans fats product were being used from Macdonald and KFC widely in the market. Recently, such components are going to be removed and refused. In other words, Market is seeking a product who is selling along with health features. All in all, Vitasoy, sparkling soybean milk which is high protein and low saturated fat that can prevent heart disease.Protein can be supplying childrens need of their growing. By releasing this new product, additionally it is adde d with Konjac which is including a high proportion of lineament to help the digestive system. It is what the parent are looking for. Warm frothy soybean milk is positioning at giving delighting and warm to people, such as children, teenager and couple. Children could drink it whenever they have a breakfast, lunch time in daily lives. It accompanies with their childhood. For teenager, it is also appropriate for a party beverage when holding a party.People can keep in tie-in with their community with drinking together. Couple feels harmony and romantic by drinking hot soymilk with glow in dark plastic bottle during winter and Christmas season. Have Fun It can be playful. First of all, sparkling soymilk with adding Konjac inside. So, it is not only a drink but also can be masticable. Before drinking it, people have to shake it at least 10 times to make sure Konjac are well mixed. Second, it can glow. The container is printed by dark in glow ink to let the bottle glowing in darkness. It is awesome when drinking it at party, birthday celebration and dating.Apart from that, the bottle can be changing its color when holding it by hands. Yet, Couple holds the bottle each other to feel warm and make it colour changing. All above gimmicks can bring people to have a romantic, fantasy and the warmest Christmas festival that they have not experienced ever. By the above 3 objectives, customer should get a feeling and perspective of the new product featured in healthy, warm &038 harmony and even funny thing. Our key message is Warmest Christmas, Sparkling Health ???? ???? Marcom Tactics Advertising Creative strategies Story Board 1. pic 2. pic . pic 4. pic 5. pic 6. pic Media cookery For the new product Sparkling soy milk, we design to make above the line &038 below the line promotion. Above the line active Roadshow Advertising it will be a two parts advertising. First a whole shelter poster in the pic densely inhabit districts, Causeway Bay, Admiralty, Tsim Sha Tsu i and Mong Kok. The promotion will contain the high level of the line of vision. The poster will show 3 images of our communication objectives.Second, it will be a 30 sec advertising for Warm, Have fun and Health. MTR position Promotion it will be a 4-Sheet Panel poster in all line of the MTR. The promotion willpic be watch by 3,500,000 passengers for every day. The poster will as same as the bus stop promotion. Radio Advertising it will be a 3 part of 5 sec advertising. The voice will be record form a famous DJ Sammy. It will produce the audience three images of our communication objectives. Print Advertising it will be advertising on the Eat &038 Travel Weekly. Its a page of the new pic product usage and key message. Online Web Site it will be advertising on our main homepage to describe the new product feature. pic And centripetal an account on the Facebook to promotion the whole brand and communicate with the consumers. Also we will advertising on yahoo too . Dispatch Sample it will be make people keep an eye on the new product. We will engage some models picpicpicpicpic to dispatch the sample in densely populated districts, Causeway Bay, Admiralty, Tsim Sha Tsui and picpicpicpicpic Mong Kok. Cooperative Advertising it will be advertising with supermarket, Welcome &038 Parkn shop. We will make a discount for the new product and the cost will be share with each other.It will also affect the consumer buy more. Below the line active POS Display it will be me people attention for the new products in the shop. It will carry out on picpicpic pic Mannings, Watsons, 7-Eleven and Circle K. Sale Promotions activities Beyond the advertising, we will carry out some promotions activities Coupons we will provide coupons in the newspaper, Apple daily, The sun. Consumer can use the coupons to buy our new product for save 1. 5 dollars.Premiums we will provide a small key chain (a small soymilk finger) for buying two of soymilk, it wi ll produce two types. Conclusions Appendices Reference 1. Consumer Attitudes About Nutrition (2008) Online PDF Available from http//www. soyconnection. com/health_nutrition/pdf/ConsumerAttitudes2008. pdf Accessed 9/11/2009 2. Product Vitasoy http//www. vitasoy. com. hk/eng/product/soya001. hypertext mark-up language 3. Annual report of Vitasoy http//www. vitasoy. com/download. php? id=105&038lang=en 4. Mingpaonews, Finance http//finance. sina. com. hk/cgi-bin/nw/show. cgi/2880/2/1/1642787/1. html &8212&8212&8212&8212&8212&8212&8212 pic