Chinese Herbal tea brand positioning Strategy : Case study: WONG LO KAT Herbal Tea
Wan, Shanshan (2015)
Wan, Shanshan
Savonia-ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015121420571
https://urn.fi/URN:NBN:fi:amk-2015121420571
Tiivistelmä
With the Chinese reformation and opening-up, the domestic beverage industries got into a new period of development. The market also entered a booming period. The domestic beverage enterprises faced with opportunities and challenges that came from different aspects, and inter-brand competition also became more seriously. How to identify the brand's market positioning, determine the brand's competitive advantage, and develop relevant marketing strategies is the subject which needs to have attention now.
This thesis report can be divided into theoretical part and empirical part. The main concepts of theoretical part include brand positioning, brand strategy, SWOT analysis and marketing mix (product, price, place and promotion).
In empirical part, the study research utilizes quantitative method that gives customers questionnaire survey and analyzes customers’ answers. The purposes of research were to help the Wong Lo Kat to understand realistic customers’ evaluation (brand image, brand loyalty and brand positioning), specific customers’ demands, and then gives the further suggestions for Wong Lo Kat herbal tea.
The purpose of this study is to find out brand positioning strategy for Chinese herbal tea. A case study, Wong Lo Kat, is used as an example to verify whether their brand positioning affects their consumer’s purchasing. This study will find proper brand strategy for Chinese herbal tea.
This thesis report can be divided into theoretical part and empirical part. The main concepts of theoretical part include brand positioning, brand strategy, SWOT analysis and marketing mix (product, price, place and promotion).
In empirical part, the study research utilizes quantitative method that gives customers questionnaire survey and analyzes customers’ answers. The purposes of research were to help the Wong Lo Kat to understand realistic customers’ evaluation (brand image, brand loyalty and brand positioning), specific customers’ demands, and then gives the further suggestions for Wong Lo Kat herbal tea.
The purpose of this study is to find out brand positioning strategy for Chinese herbal tea. A case study, Wong Lo Kat, is used as an example to verify whether their brand positioning affects their consumer’s purchasing. This study will find proper brand strategy for Chinese herbal tea.