1.0 OVERVIEW Vitasoy Group was established in 1940. Vitasoy aims to maintain the leadership in promoting a superior quality of life through the production of high quality, great tasting and nutritious products that will satisfy customers in all markets. VITASOY has spread far beyond Hong Kong, and the group's products sell in over 40 markets around the world - including the USA, Canada, Mainland China, Europe, Papua New Guinea, Australia, New Zealand, South East Asia, Guatemala, Trinidad and Venezuela. Now a listed company (0345.HK) on the Stock Exchange of Hong Kong with plants located in Hong Kong, Mainland China, Australia and the U.S.A., Vitasoy International is a dynamic, international organization setting new standards of quality and innovation wherever its products are sold. Vita is a brand under the Vitasoy Group. Launched in 1979, VITA Lemon Tea - it was the world’s first ready-to-drink lemon tea, which blends red tea with a subtle lemon flavour - is extremely popular in Hong Kong and has secured a clear market leadership over the years, with a variety of teas, juices, distilled water and milk. When you think of VITA, Lemon Tea immediately comes to mind! which is nearly the same as real lemon tea offered in Hong Kong local café. Demographic Age The primary target customers of the Vita Lemon Tea are generally aged 15 – 30 who are mainly from secondary school students to young working adults. Brand Management 260 – Brand Audit Report (Vita Lemon Tea) Page 2 . These target customers may not buy the Vita Lemon Tea drinks themselves regularly but may have chance to enjoy the drinks when their family members did. etc. Brand Loyalty Vita Lemon Tea’s consumers are mostly loyal to Vita’s brand since its irreplaceable taste from other competitors. vending machines. The secondary target customers also those younger primary school students range from 11-14 and those working adults from 31-45. Geographic Wide spread sales network as Vita Lemon Tea is available in various packaging formats at different places.3.2. anytime! 2. This make it convenient for anybody to enjoy the fabulous sensation whether on the go.______________________________________________________________________________________ 2. together with friends…anywhere. from lower to upper class as the price of it is affordable to most customers since it costs only few coins for one. Income The Vita Lemon Tea products suit for different income groups. such as supermarkets.1. depending on each individual drinking habits and the occasions. Behavioural Product Consumption Rate Consumption is mostly daily. 2. convenience stores. Occupation Most of the customers are those schoolmates and the young working adults who mainly consume the lemon tea during lunch or sport activities.0 CONSUMER PROFILE 2. MC Jin is rapping the song about the Vita Lemon Tea. Most of the television watchers can get a chance to receive the message from Vita lemon tea commercial.0 MARKETING & BRANDING PROGRAMMES 3. Vita launched a series of TV commercials of Vita lemon tea and Vita Ceylon Lemon Tea. Together with the animation of Vita Lemon Tea. Vita invites a Hong Kong hip pop rapper– MC Jin as an endorser of Vita Lemon Tea in both of three TV commercials. Outdoor Advertising Brand Management 260 – Brand Audit Report (Vita Lemon Tea) Page 3 . one-to-one marketing and outdoor advertising. he or she gain the latest information of Vita and create a strong customer relationship with Vita. In the commercial. Television advertising is able to reach a mass public audience quickly. personal interaction between Vita and individual can communicate each other. Facebook is a powerful communication tool and platform for Vita to conduct one-to-one marketing strategy. it shows lots of information such as the latest marketing campaign of Vita lemon tea and television commercial videos. When visitor browses the Vita lemon tea website. For example. One-to-one Marketing By using technologies such as the Internet.______________________________________________________________________________________ 3. For the Vita’s official website. Vita target individual consumers with individual marketing messages directly. In the Vita lemon tea Facebook fans page. Vita’s official website and Facebook fans page. Television Advertising In the mid 2010. This is how an effective and powerful way of TV commercials distributes widely to the public. receiver is able to memorize the song and Vita lemon tea easily. Marketing Programs As a local brand with long history. Each individual can express its feeling and opinion by posting message to the Facebook fans page. Vita produces different types of marketing programs such as television commercial.1. Vita Forever Original Catwalk Competition Vita Sales Promotion Event in the Shopping Mall 3. sales promotion event in the outdoor area and shopping mall. Vita lemon tea is a unique lemon flavor blended with red tea.2. 4. When customer thinks of the brand – Vita.0 SOURCES OF BRAND EQUITY Brand Management 260 – Brand Audit Report (Vita Lemon Tea) Page 4 .______________________________________________________________________________________ Vita held lots of event such as competition campaign. Branding of Vita Lemon Tea Vita lemon tea emphasizes in its own branding and maintains a positive and energetic image to the public. Vita lemon tea comes up in customer’s mind immediately. The goal is to create brand awareness in the customer’s mind. 2. And they will not switch to consume Hi-C Lemon Tea as most of them think that the taste of Vita Lemon Tea is the most similar to those offered in local café one. will you choose Vita or other local brand such as Hi-C Lemon Tea?’ with 30 Hong Kong youngsters on the street. Brand Awareness (Aaker. ‘Have you heard of Vita Lemon Tea and if yes. This is due to the success of Vita’s marketing campaigns Brand Management 260 – Brand Audit Report (Vita Lemon Tea) Page 5 . there are 28 of them are existing Vita Lemon Tea’s customers. they will think of Vita immediately in their mind.1. 4.61) defines brand awareness as “the ability of the potential buyer to recognize and recall that a brand is a member of a certain product category” Vita Lemon Tea is very success in this criteria when customers think of lemon tea. 1991. According to the result of a short question. Brand Loyalty High level of brand loyalty can be obtained for Vita Lemon Tea with its irreplaceable taste. brand equity can be separated into 5 dimensions as follows: Brand Awareness Brand Loyalty Perceived Quality Brand Equity Brand Associations Other Proprietary Brand Assets Source: Aaker (1991) 4. According to the following Asker (1991)’s one. P.______________________________________________________________________________________ There are several areas when evaluating the main sources of brand equity. 0 CONSUMER BRAND KNOWLEDGE The value of the brand is essentially made up of two dimensions: Brand awareness and Brand image. (Shimp 2007. when the Hong Kong customers think of drinking lemon tea. 1988). Brand Associations A brand association is “anything linked in memory to a brand” (Aaker. In this aspect. Perceived Quality Perceived quality is defined as “the customer’s perception of the overall quality or superiority of a product or service with respect to its intended purpose. 4. As mentioned in the above paragraph.3. 37) Brand Management 260 – Brand Audit Report (Vita Lemon Tea) Page 6 . This is related to its long history. they will come up to mind with Vita Lemon Tea. 5. These two dimensions represent ‘How well known is your brand?’ and ‘What does your brand represent?’ Brand Awareness is an issue of whether a brand name comes to mind when consumers think about a particular product category and the ease with which the name is evoked. relative to alternatives” (Zeithaml.4.109).______________________________________________________________________________________ as it always places itself into high explosure in the market place. This can maintain the buyers with a high degree of brand awareness. 4. more than 30 years and its successful of marketing campaigns. Customers of choosing to drink packaged lemon tea will perceive that they can enjoy the real taste as the one they can have with the real lemon. p. 1991. Vita Lemon Tea can satisfy them with its irreplaceable taste which the customers can not find in anywhere. North America. Europe. Such as in 2008. South East Asia and other markets throughout the world.3) with MC Jin rapping the idea of “澀得起就係我”. which demonstrated the Group’s efforts in giving to the community.0 RECOMMENDATIONS AND EVALUATIONS 6. Both brands are sold widely not only Hong Kong. These awards recognized Vitasoy’s efforts over the past 68 years in providing quality and nutritious beverages for every Hongkonger. Launched since 1979. Australia. but also China. all the people familiar with VITA Lemon Tea and creates a great exposure for the brand to the public.the proportion of red tea and lemon of Vita lemon tea are perfect. special and unique. and has secured market leadership throughout these years. VITA Lemon Tea comes up in Hong Kong people’s mind immediately. What Vita wants to create is the special.1.MC Jin. Thus. MC Jin and other celebrities rap and emphasis the uniqueness of VLT . Due to the fact that VITA Lemon Tea is regarded as a high quality product and it has been awarded numerous industry awards. to be the endorser. Vita Lemon Tea invites celebrity . 39) When think of VITA. unique brand image in consumers mind. VLT produces different TV commercials (see Appendices 9. it enjoys long-standing support of Hong Kong people. This arouses a feeling that people Brand Management 260 – Brand Audit Report (Vita Lemon Tea) Page 7 . Vitasoy is presented with 3 Awards: “AmCham Hong Kong Brands Award”. it become top of mind in the consumer’s heart with great brand recognition and recall. Also. New Zealand. the bitter taste of the tea will stay in your mouth after you taste it. the marketing campaign of Vita Lemon Tea is “ 澀得起就係我 ” . Critique of Current Marketing Campaign Currently.______________________________________________________________________________________ Brand Image is the types of associations that come to the consumer’s mind when contemplating a particular brand. reputation increased. Vitasoy International received the Caring Company logo from the Hong Kong Council of Social Services for the first time. 6. Unique lemon flavour blended with red tea gives people a memorable drinking sensation. Vitasoy always awarded by the organizations. the 9th Wellcome “Top 10 Favourite Brands” and “Rising Star”. (Shimp 2007. a Hong Kong hip hop rapper.1-9. In other words. the taste of Vita Lemon Tea is good. In the advertisements. Sammi Cheng. self-esteem. who is the most popular Asian singer together with MC Jin be the endorsers and implement a series of new advertisements. Vita actually implements a good and memorable marketing campaign. This matches with the target customers and the products.______________________________________________________________________________________ who choose Vita lemon tea are also special and unique. unique feeling and brand image in consumers mind. website. Brand Management 260 – Brand Audit Report (Vita Lemon Tea) Page 8 . This persuades consumers think Vita lemon tea is the best. bill board. When you think of VITA. As Sammi Cheng carries a trendy and unique image. Recommendations for Better Brand Management The following brand value chain of VITA Lemon Tea shows the brand equity and marketing activities that create brand values. Vita Lemon Tea successfully builds a strong and memorable identity to get consumers attention and build emotional bond towards the brand. online banner. Vita also implements sales promotion such as “澀得起 Summer Hits Lucky Draw”. Advertisements carry the same campaign are also apply in print advertisement. People also feel that they are special from others who do not choose Vita Lemon Tea. and she is also popular among the teenagers and the youth. Vita Lemon Tea also immediately comes to mind! Despite of the success. Together with MC Jin. 澀得起就係我 – short movie competition. we recommend Vita to invite another famous celebrity. Lemon Tea immediately comes to mind! Whenever think of MC Jin. Moreover. Through this marketing campaign and the brand image strategy. and social media such as Facebook.2. “Irreplaceable Taste” also arouses a feeling of the unique and irreplaceable position of Vita lemon tea in the market and consumers mind. 6. this must create a gimmick and arouse a pride. It implies competitors may not be able to replace its special and unique tea taste. Australia. For example. create marketing campaigns to greater brand exposure and let more people know. Mainland China. VITA should increase communication in each nation that enhances brand awareness and image. Trinidad and Venezuela. Guatemala. and the group's products sell in over 40 markets around the world including the USA. Europe. But VITA Lemon Tea still only sells in Hong Kong. such as the markets which VITA entered before. Thus it is recommended that VITA Lemon Tea distribute outside Hong Kong.______________________________________________________________________________________ Since the name of VITA has spread far beyond Hong Kong. Papua New Guinea. New Zealand. Canada. The increased distribution of VITA Lemon Tea will enlarge sales in order to create large profits. Value Stages Marke Prog Inves Page 9 Brand Management 260 – Brand Audit Report (Vita Lemon Tea) -Strong Pr . South East Asia. Building Brand Equity Source: CBBE Pyramid (Keller 2008) Firstly. salience dimension of brand equity is existed as when consumer thinks of Vita. Vita Lemon Tea is very easy to buy as it is always available in any convenience store and super market. Thus brand superiority of Judgment dimension has been created. it enjoys long-standing support of Hong Kong people.______________________________________________________________________________________ 6. Also. For primary characteristics of Vita Lemon Tea which is with a unique lemon flavor blended with red tea that builds the performance dimension of brand equity. In addition. Vita Lemon Tea which launched since 1979. And its unique lemon flavor blended with red tea gives consumer a memorable drinking sensation. Vita Lemon Tea comes up in their mind immediately.3. Vita Lemon Tea builds fun and social approval image of feeling dimension of brand Brand Management 260 – Brand Audit Report (Vita Lemon Tea) Page 10 . imagery dimension of brand equity is also found. has secured market leadership throughout these years. In order to maintain the high level of brand equity. hence market share can be increased through implementing this marketing strategy. we suggest to launch a food category such as Vita Lemon gum and Vita Lemon sweets. Vita Lemon Tea‘s group was created in Facebook which is a popular social network service and website in recently years. At the same time. And they also aroused a feeling that people perceived that they are special from others who do not choose Vita Lemon Tea. design fun game program and news update all the time. which belong to beverage category. Brand equity can be increased and leveraged by using this marketing strategy. It can help to get more group member attention and let them know more about Vita Lemon Tea through this direct communication.It is easy to show that active engagement of resonance dimension is achieved. 6.0 CONCLUSION Brand Management 260 – Brand Audit Report (Vita Lemon Tea) Page 11 . 7. thus it can help to maximize profit and enhance brand equity if Vita launches a new product and brand extension. For the idea of brand extension. Group member have attained to around 9. New Product and Brand Extension Vita Lemon Tea is a quite strong brand with high brand value and developed image in Hong Kong market after analysis.300.______________________________________________________________________________________ equity. They used Rap presentation to deliver the idea of marketing campaign “澀得起就 係我 ” . For example. For the idea of new products such as Vita Lemon Tea Power and Vita Lemon Tea Bag. It can let consumer have more choice and reason to choose Vita Lemon Tea product. to create discussion.4. both are good concepts for Vita Lemon Tea line. The most import thing is to attract more people to become a group member of Vita Lemon Tea. it increases awareness of Vita and profitability from offerings in more than one product category. we suggest Vita company should more concentrate on the communicate strategy in the Facebook social network. teenagers and students would not think Vita Lemon Tea is an old product. Giving the fact that Vita is extremely popular in Hong Kong and has secured a clear market leadership over the years. there are no great challenges and strong competitors in the Hong Kong lemon tea drinks products market.0 REFERENCES Brand Management 260 – Brand Audit Report (Vita Lemon Tea) Page 12 . 8. Vita Lemon Tea will immediately comes up to their minds with its irreplaceable taste and energetic brand image. When people think of lemon tea. Since at the present moment. it may consider to expand its marketing campaigns to the overseas countries besides Hong Kong and China so as to maintain a sustainable sales growth and to maximize its profits. Therefore. the brand of Vita has already deeply developed into Hong Kong customers mind. Both of the youngsters.______________________________________________________________________________________ Vita Lemon Tea is established in 1979 which has over 30 years of history. it may not be essential to revitalize Vita Lemon Tea’s brand. com/watch?v=StBOB-hEMKQ&feature=related (accessed October 26. 2008. and Managing Brand Equity. http://www. USA: South West Cengage Learning.hk/index. 2010) MC Jin .youtube.com. http://www. 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Managing Brand Equity. 3rd ed.vitasoy.Vita Ceylon Lemon Tea Commercial http://www. D.com/watch?v=COsLJZxnOeQ (accessed October 26.youtube. Inc.L. 2010) MC Jin 歐陽靖 VS 尹光 Vita Lemon Tea Commercial. Vitasoy HK. http://www. and Other Aspects of Integrated Marketing Communications. New York. Upper Saddle River.asp?aevent=news302 (accessed October 24. 2010) Shimp. Strategic Brand Management: Building.vitasoy. yeung-gwong. “Consumer perceptions of price. (1988). Vol.______________________________________________________________________________________ • Yeung-Gwong Lemon Tea. • Brand Management 260 – Brand Audit Report (Vita Lemon Tea) Page 14 .hk/2010/ (accessed October 30. V.2-22.52 No. quality. Journal of Marketing.A. pp.3. http://www. and value: a meansend model and synthesis of evidence”. 2010) Zeithaml.