Group 7 Vita Lemon Tea
Course Work Assignment (20%):
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
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