Vitasoy Brand Management

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Brand Imagery refers to how the brand fulfills customers’ psychographic and social needs. It is including “user profiles”, “purchase and usage situations”, “personality and values”, “history, heritage and experiences”. It is what the target customers’ background (Keller, 2013).

From the performance and customers’ experience, it is important to develop special characteristics by attractive features. It can attract more potential consumers to buy and love the brand (Abrahams, 2008).

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The Role of Marketing Mix in Vitasoy’s Brand Performance

Vitasoy’s Brand Performance

Marketing Mix to achieve Vitasoy’s Brand Performance

-Primary characteristics and secondary features

-Product reliability, durability and serviceability

-Service effectiveness, efficiency, and empathy

-Style and design

-Price

The performance of Vitasoy is good. Vitasoy’s products are high quality and nutritious. Schools in Hong Kong provide Vitasoy’s products. Vitasoy’s products are reliable, as it emphasizes healthy and high nutritious. By using procedure of disinfection (UHT), Vitasoy’s products have a long quality guarantee period. The packages of the products are easy to store.

Vitasoy’s products as a FMCG, it is easy to take attention and buy the products. Customers can find the products over the streets, eye-catching shelf spaces in supermarket, convenient stores, and schools.

The package designs of the Vitasoy’s products are always new. Colorful and interesting are the package style. VLT as the short form name of “Vita Lemon Tea” which is expected to attract youth customers. New products line launched to develop new market. Vitasoy Go was launched this year which was expected to focus on workplace customers.

The prices of Vitasoy products are fairly cheap.

The Role of Marketing Mix in Vitasoy’s Brand Imagery

Vitasoy’s Brand Imagery

Marketing Mix to achieve Vitasoy’s Brand Imagery

-User profiles

- Purchase and usage situations

- Personality and values

- History, heritage and experiences

Customers are including students, youngsters, cooking housewife, OL, elderly people etc. They are passion, health, good quality of life.

Vitasoy’s products are easy to buy as supermarkets and convenient stores are over the streets. Schools are provided to students. Customers can buy Vitasoy’s products in every moment everywhere.

Vitasoy is sincerity and sophistication.

The images of Vitasoy are healthy, passion, creativeness, joy.

Established more than 70 years in Hong Kong, many Hong Kong people no matter elderly people or youngsters are feel kind to Vitasoy.

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The third step: Brand Response

Brand response from customers refers to “judgments” and “feelings”.

Brand judgments refers to the customers judge the brand about “quality”, “credibility”, “consideration”, “superiority” (Keller, 2013).

Brand Feelings refers to the customers’ feelings and also emotion from the brand. The six positive feelings from the model are “warmth”, “fun”, and “excitement”, “security”, “social approval”, “self-respect” (Keller, 2013).

According to the responses, the brand can improve the judgement, and make customers good feelings and positive perception (Cheverton, 2004).

The Role of Marketing Mix in Vitasoy’s Brand Judgement

Vitasoy’s brand Judgement

Marketing Mix to achieve Vitasoy’s Brand Judgement

-Quality

- Credibility

- Consideration

- Superiority

The quality of Vitasoy’s products is healthy, stable, and good. Vitasoy is the expert of soybean products.

There are many substitutes, but Vitasoy still is trustworthy. The differentiation of the products, Vitasoy is trusted by community as the unique supplier of soybean products to schools in Hong Kong.

The Role of Marketing Mix in Vitasoy’s Brand Feelings

Vitasoy’s Brand Feelings

Marketing Mix to achieve Vitasoy’s Brand Feelings

-Warmth

- Fun

- Security

- Social approval

Vitasoy makes its customers to feel warm as home feeling. Years ago, there was a TV advisement launched. It was showed a son who had to go a long trip by train. The father, focus on his back, passed the railway to buy a pack of Vitasoy milk. This advisement makes customers to associate well-known paternal love of Chinese prose of “Pin Yin (the back背影)” written by Zhu Ziqing (朱自清)

The slogan of “stand by me” also make customers to feel warm, the meaning is growth together, happy together.

Vitasoy is a school beverage, youngsters buy the products. The package of products always makes fun and colorful.

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The fourth step: Brand Resonance

On the top of the pyramid, Brand Resonance is the hardest step to meet, but it