Wangs Fortune Tea - 1616 Words

WANG’S FORTUNE TEA Group Case Study 2 Thomas A. Tanamas Alexis Tyson Wang’s Fortune Tea (WTF) is a Chinese herbal tea, a remedy that has been around since the 1800’s but Wang’s Fortune Tea created it into a pre-packaged reading to drink functional soft drink with a sweetened flavour. They’re product is unique and there is little else like it in the international market. They have managed to create their unique brand image not only through the product itself, but also because of their marketing mix that helps to promote a strong brand image of healthy life, and ancient Chinese remedy. Product WTF implements single-minded product strategies: the product has not been changed since it came into the market in 1997 and neither has†¦show more content†¦Repositioned red can â€Å"Wang’s Fortune Tea on China Central Television (CCTV) at prime time TV with images of eating hot food and staying in watching football. This not only helps the repositioning of Wang’ Fortune Tea but also helps achieve brand performance associations. Point of Purchase displays were heavily pushed in supermarkets, convenience stores and supermarkets. This coupled with enormous outside advertising meant that consumers could not escape the product increasing top of mind awareness and in the climate of fear that was Asia in 2003 about SARS meant that whenever that fear was evoked WFT was there as a safety measure. WFT created a television series: Wang Zebang about Wan the creator of WFT remedy. Having advertising that was engaging, such as this television series, meant that consumers dedicated more attention to the advertisement. Learning what could then be reinvoked by the constant POP displays and outside advertising previously mentioned. In addition to advertising, sales promotion is also a useful way to boost sales. For the company, sales promotion supports new products or packaging effectively by increasing the short-term sales. Meanwhile, customers will also benefit from it. WFT created lucky draw scratch card promotion and prizes in 2003. With this approach, customers get opportunities of winning a prize only if they buy the product. The prize slogan reading: â€Å"to smooth heat with Wang s fortuneShow MoreRelatedConsumer Lifestyle in Singapore35714 Words   |  143 PagesIn 2012, speciality food and beverage stores gained popularity among office workers. These shops offer food   products   that   complement   office   workers’   lunches,   for   example,   bubble   tea,   yoghurt, fruit juice, fresh fruits and light snacks. Popular post-lunch snacks include Gong Cha (Taiwanese bubble tea sold by chain outlets bearing the same name), Yoguru frozen yoghurt, Berrilite frozen yoghurt and fresh fruit stalls. As work life is very hectic in Singapore, office workers increasingly try