HK brands
Benchmarking Client’s Product – White Flower Embrocation (和興白花油)
1. The Major Competitor’s Image (Zihua Embrocation 紫花油)
1.1 Launched in the market in 2010, Zihua Embrocation has painted an image of a new generation of Chinese herbal embrocation. It emphasizes on its mild clear fragrance that its competitors lack. This image is obviously designed to target a younger generation of customers who may not have otherwise tried this product that is affected by the existing traditional strong smell of other embrocation brands such as the Client’s.
1.2 Though the Client’s launch of a milder smell version (floral scented) of “Fuzai 239” (福仔239 “和興白花油 - 清幽”), it cannot compete with the Zihua Embrocation’s image of a real floral scented embrocation product. It is not the marketing strategy of Zihua Embrocation that has outplayed the Client’s. But it is found that this new product “Fuzai 239” has never had positioned itself as an independent product that differentiates from its parent product of White Flower Embrocation. In fact, this new product is not able to wipe out the influence of White Flower Embrocation to which most of the younger generation would refrain from trying the traditional strong smell. On the contrary, Zihua Embrocation has all along been promoting since its launch as a substitute of those traditional old generation medicated embrocation products. Its consistency in marketing the products earns it a leading position amongst those embrocation products.
2. The Use of “Theme Colour” in Product Packaging
2.1 Zihua Embrocation literally means “Purple Flower Embrocation”. A new sister product is “Zihua Dick” literally means “Purple Flower Drop” having the same application purpose with Zihua Embrocation but with different packaging. However different these two products are, one united theme of promoting them is their “Purple Colour” in their packaging that can be easily recognized by customers they are from the same family. This consistency of the
1. The Major Competitor’s Image (Zihua Embrocation 紫花油)
1.1 Launched in the market in 2010, Zihua Embrocation has painted an image of a new generation of Chinese herbal embrocation. It emphasizes on its mild clear fragrance that its competitors lack. This image is obviously designed to target a younger generation of customers who may not have otherwise tried this product that is affected by the existing traditional strong smell of other embrocation brands such as the Client’s.
1.2 Though the Client’s launch of a milder smell version (floral scented) of “Fuzai 239” (福仔239 “和興白花油 - 清幽”), it cannot compete with the Zihua Embrocation’s image of a real floral scented embrocation product. It is not the marketing strategy of Zihua Embrocation that has outplayed the Client’s. But it is found that this new product “Fuzai 239” has never had positioned itself as an independent product that differentiates from its parent product of White Flower Embrocation. In fact, this new product is not able to wipe out the influence of White Flower Embrocation to which most of the younger generation would refrain from trying the traditional strong smell. On the contrary, Zihua Embrocation has all along been promoting since its launch as a substitute of those traditional old generation medicated embrocation products. Its consistency in marketing the products earns it a leading position amongst those embrocation products.
2. The Use of “Theme Colour” in Product Packaging
2.1 Zihua Embrocation literally means “Purple Flower Embrocation”. A new sister product is “Zihua Dick” literally means “Purple Flower Drop” having the same application purpose with Zihua Embrocation but with different packaging. However different these two products are, one united theme of promoting them is their “Purple Colour” in their packaging that can be easily recognized by customers they are from the same family. This consistency of the