Marketing

Marketing Assignment

In Asia, I believe that when one thinks of Essence of Chicken, the first name that came to most people’s mind is BRAND’S. BRAND’S Essence of Chicken is a brand trusted for generations and has certainly become an integrated part of our life. I suppose that it has been a well-known “Examination Drink” for students. We believed that drinking a bottle of Essence of Chicken can boost our memory and improve concentration which is extremely useful during the examination period when students are usually deprived of sleep. It’s packaging, be it in box or in hamper, has make it a common and presentable gift to friends and families in all occasions.

BRAND’S has been retaining its market leadership position and category relevance since its operate century ago. Factors leading to its success include strong branding and its ability to continue innovating new products to meet the health needs of consumers in different life stage. This include BRAND’S® Bird’s Nest, BRAND’S® Innershine, BRAND’S® tablet form health supplements and Children Range products such as Chewy tablet. The use of brand extension has allowed BRAND’S to leverage on its existing customer base and brand loyalty to increase its profits with new products offering.

Like many large firms, BRAND’S has been constantly spending huge amount of money on advertisement to increase awareness of consumers of its current and new products and to build brand loyalty. Their advertisements are tied closely to its tagline “Stay Sharp”. It has selected well-known and successful celebrity such as Wang Lee Hom and Rynn Lim to endorse its products. As both presenters are role model to various people, BRAND’s can expand to various targets including teenagers, the main target. The ambassador’s educational and career backgrounds has formed a corresponding link to the product’s image and lead to a formation of creditability in the quality of products because consumers would tend to believe they have the...