Brand Story - H3 in Traditional Chinese Herbal Drinks Market
Brand Category and Industry Background Traditional Chinese herbal drinks (“CHD”) have various well known functions such as improving digestive system and smoothing throat. CHD can be obtained from traditional kiosk and recently more and more drink manufacturers has explored the market of bottle packaged CHD such as Hoi Tin Tong and HealthWorks. However, none of the brands can succeed in build up a trend for Hong Kong people to develop a habit of drinking bottle packaged CHD when compare with soft drinks. In this essay, a new brand 「H3」, under the brand of Hoi Tin Tong, will be introduced. Firstly, the brand elements, positioning and its competitive advantage will be discussed. Secondly, the respective marketing programmes, the relevant possible product extension and brand extension will be analysed. Thirdly, the 「H3」 brand strategy and its brand equity management direction will be studied. Lastly, opportunities for the brand to go global is examined.
Brief description of Hoi Tin Tong Mr. Ng Yui Ming is the Founder of Hoi Tin Tong. He has mastered the knowledge of applying different turtles and herbs to Chinese traditional medicine through years of experience, especially the Herbal Turtle Jelly. Mr. Ng opened his first store called Hoi Tin Tong in 1990 on Bowring Street in Jordan to facilitate the large growing demand of this Herbal Turtle Jelly.
Today's Hoi Tin Tong has developed other products like: Herbal Drink Series, Chinese Herbal Series, Cooking Sauce Series, and Chinese Herbal Gummy Series. All of the products are made of the finest genuine material in a set amount to fulfill the customer's needs. However, other than the Herbal Turtle Jelly, the brand of Hoi Tin Tong seems cannot leverage to other products in an efficient way. That’s why it is suggested to introduce a brand under Hoi Tin Tong to explore the market of CHD in a different market segmentation direction.
Brand Elements Our brand carries a name 「H3」, sounds 「H cube」, meaning “healthy
Brief description of Hoi Tin Tong Mr. Ng Yui Ming is the Founder of Hoi Tin Tong. He has mastered the knowledge of applying different turtles and herbs to Chinese traditional medicine through years of experience, especially the Herbal Turtle Jelly. Mr. Ng opened his first store called Hoi Tin Tong in 1990 on Bowring Street in Jordan to facilitate the large growing demand of this Herbal Turtle Jelly.
Today's Hoi Tin Tong has developed other products like: Herbal Drink Series, Chinese Herbal Series, Cooking Sauce Series, and Chinese Herbal Gummy Series. All of the products are made of the finest genuine material in a set amount to fulfill the customer's needs. However, other than the Herbal Turtle Jelly, the brand of Hoi Tin Tong seems cannot leverage to other products in an efficient way. That’s why it is suggested to introduce a brand under Hoi Tin Tong to explore the market of CHD in a different market segmentation direction.
Brand Elements Our brand carries a name 「H3」, sounds 「H cube」, meaning “healthy