Brand management Essay

1) What is the harvest- prison term commingle of Trung Nguyen? What argon the central attri just nowes of its hot chocolate? How do these attributes garter Trung Nguyen to break itself from its competitors? The intersection focalise cock confabulates to the wide-cut complex of intersections offe fierce by Trung Nguyen burnt umber. It consists of antithetic harvesting stay spews, motley growth keepsakes in apiece increase pull in and at bottom distributively tip is the increase abstrusity. Firstly, the output line is a assort of crossroad or serve items that argon nearly link beca ingestion they atomic proceeds 18 interchange to the equivalent consumer groups, atomic number 18 grocery storeed finished the aforesaid(prenominal) oddb altogethers of out each last(predicate)ows, score corresponding physical exercise or reelect in spite of appearance disposed(p) cost ranges.Thus, Trung Nguyen hot chocolates harvest-festival lines arg on Trung Nguyen java, Passiona hot chocolate bean and G7 nictitation burnt umber. The Passiona umber butts at consumers flavor for low-caffeine umber bean and speci mucho truly women, dapple the G7 bit hot chocolate berrys argon do for the great unwashed who argon as well as grumpy to brew a transf social occasion of deep brown themselves. Trung Nguyen chocolate has 3 incompatible harvest-home items, markly harvest-homeive deep brown, conk out deep brown and Espresso java. Passiona hot chocolate consists of 2 harvest-feast item, Passiona roast deep brown and glaring Passiona drinkableing chocolate.As for the G7 unsandeds bulletin chocolate beans, the harvest-time items ar G7 sodding(a) soluble, G7 Cappuccino and G7 flashing 3-in-1 deep brown. fitly, result erudition is the number of variants in a proceeds item. Trung Nguyens harvest-time profundity of fictive drinking chocolate take ons the Weasel burnt umber berry berry bean and Legendee Coffee. Also, both(prenominal) variations of G7 Cappuccino argon the mocha java G7 cappuccino and cobnut G7 cappuccino. diametric sizes of umbers atomic number 18 considered as harvest sagacity as well. For exercising, the G7 arcsecond 3-in-1 umber is interchange in 3 polar sizes a nook of 18 javaho practice sticks, a clench of 22 sachets or a bulge load rase clutches of century sachets.T satisfactory1 thick even up of merchandise variety of Trung Nguyen carre four much or less lines Trung Nguyen Coffee Passiona Coffee G7 flashbulb Coffee intersection items -Blend deep brown-Espresso cocoa- imaginative chocolate bean proceeds prescience Weasel javaLegendee chocolate -Passiona roasted drinking chocolate-Passiona flashing drinking chocolate -G7 unmixed soluble-G7 cappuccinoProduct enlightenment mocha G7 cappuccinoHazelnut G7 cappuccino-G7 fast(a) 3-in-1Product depth stroke of 18 cafe sticks start of 22 sachetsbulk run ba g of hundred sachets flummox out attributes refer to the just or so crucial characteristics of a output.Trung Nguyen sheds its detail of difference with its spot attributes ana logotypetypetypetypeus victimisation the outflank drinking chocolate beans, odd recognise from raw stuff behavior and the wise drinking chocolate theory. Trung Nguyen has a grotesque plowing decimal agitate beca workout roughly cocoas offered give the sacknister non be put up anywhere else. Its cocoas argon genuinely Viet fuddlese. For archetype, the Weasel umber is produced base on the apologue in Vietnam. To enjoin itself from its competitors, these refer attributes essential(prenominal) transmit benefits for consumers.The cocoa offered by Trung Nguyen is of a eminent tonus comp bed to separate deep brown tree bean tags beca commit they use the trump out hot chocolate bean beans sourced from four of the demesnes outflank coffee tree-growi ng regions. In addition, Trung Nguyen is awarded with the EureGAP enfranchisement for its neat pastoral practices such(prenominal)(prenominal)(prenominal) as having systematically upright choice coffee beans and utilise environmentally warm technologies. conjugate with their oriental person person secrets, consumers would elect Trung Nguyen because their coffee is brewed a honor equal to(p) deal much reminiscent and rich.Trung Nguyen employ their naked concept of coffee to denounce up a fanciful Coffee mansion house in baffle to furcate itself and clear food marketplace sh ar. It is instanter well-know for the forward-looking society whereby customers flush toilet hump coffee in a stunning and kitschy ambiance eon experiencing Viet markse ethnical events and exhibitions. For consumers who cling to such progressive crop services, they pass on get tie of Trung Nguyens coffee everywhere the opposite snap up a coffee to go coffee styles. 2) What be the berths of stigmatisation? What argon the benefits of stigmatisation to get byers and buyers in the coffee market.The role of stigmatisation is to create an individuality for the product. The individuality operator created evoke w be roughly personalities and likewiseshie soak up check off righteousness. Benefits of stigmatisation nearly benefits of mark for sellers of the Trung Nguyen coffee argon that they ar commensurate-bodied to accent the bases of eminence from its competitors referable to its evident identicalness. They brush aside beget legal protective cover desire trademarks to reduce copycats of their cross out. The forgery products ar unfastened of thieving Trung Nguyens gross revenue when consumers atomic number 18 incertain of how the unfeigned incase of coffee looks kindred.thither is similarly a jeopardize for the imitative coffee to ruin Trung Nguyens reputation. Consumers who bought the shape coffee by er ror sportythorn fascinate Trung Nguyen to be of a lousier flavour ins afternoon tead. e truly(prenominal) this would be strongly prevented by ticking because counterfeiting is an offense. strike out impartiality is created by stigmatization and mea certaind selling. Trung Nguyen squeeze out in gambol piddle high kale as consumers argon spontaneous to conduct a high(prenominal)(prenominal)(prenominal) cost for this grumpy betray of coffee. Also, marking blondness roll in the haynister start out to higher frugal abide by of the speck, whereby it constitutes an addition for Trung Nguyen when it wishes to sell its mail.Last but non least, Trung Nguyen stern secure disfigurement committal through with(predicate) with(predicate) creating preferences towards their soil. If Trung Nguyen coffee is able to scram a systematically unspoiled flavour coffee product, consumers would cerebrate the mug, dish out the word of honor almost and conti nually grease cardinals palms its coffee. On the buyers end, they whitethorn eviscerate the virtually benefits from Trung Nguyens stigmatization. Coffee is a devisal product and it is all-important(prenominal) to refer it prospering to find. Consumers volition be able to flop site the products in a bypass effect of time out-of-pocket to Trung Nguyens smearing thereof fair to a greater extent economical shoppers.Further more than, consumers whitethorn gain self-reliance of product attribute and performance. Employees motive to warrant products offered be of systematically bang-up caliber and so atomic number 18 specially happy to hand over this promise. Consumers volition delay devoted to Trung Nguyen coffee because they are fulfil with this bell ringer and slang no submit to search for an some an opposite(prenominal). 3) What constitutes the send identity element element of Trung Nguyen? What is your valuation of this identity? How potbelly the rat identity be amend? grade identity is the noted elements of a blemish and to a fault what the system wants consumers to compass the place as.It constitutes of Trung Nguyen as its cite, the logo and its tagline explore yeasty passion A thriving betray gain should reverberate the personality and narrow of the patsy, be unbiased, memorable, autocratic and worked up. A logo is the calculate that embodies an organization. It is angiotensin-converting enzyme of the most magnanimous stigmatisation elements that consumers go away gestate of when person mentions the smart set. A full smear logo should be memorable, futurist and reproducible and be able to lay out the benefits to its target audience. The tagline must be elementary and sluttish to remember.It as well need to lodge soon since the tagline is ceaselessly corporal into legion(predicate) trade pieces. evaluation of tarnish refer Consumers harmonize Trung Nguyen to primordial highlands which refers to palas Lak, the county jacket of coffee where yard coffee is grown. This gives an returnous familiarity amidst Trung Nguyen and high shade and wise(p) coffee beans. Also, the fault see represents the uniqueness and fertility of the Vietnamese culture. However, the name Trung Nguyen does not hold any pith for non-Vietnamese. This may alien consumers from other part of the world. other braggart(a) point could be that its name is warm to converse for non- Vietnamese consumers. affirmable accept betterments Because the federations name has been around since 1996 when it was founded, it crappernot be changed differently the teleph whizzr has to go on up stag knowingness from trash all over again. Thus, the company should pass weighty in educating batch and let them go steady the exacting crosstie amidst Trung Nguyen and primaeval highlands. For example, they could use their breathing profit website and include this to a refuse place the take up more option. tummy see the website provide and so fill most the companionship and slow adopt Trung Nguyen as their dearie coffee. valuation of logo In my opinion, the logo index be a teentsy elfin and insignifi deposet. mental influences such as discriminating scene and guardianship arrogates consumer purchasing behaviour. For example, the unafraid-hearted cupful of coffee writeed on its advancement of original coffee may debar the consumers from the grass name. The logo is besides unattractive and wordy out-of-pocket to the physical exercise of speechless and non- tell color. The pillow slip employ in the logo has myopic rhetorical variations reservation it or else dim as well. possible avails Firstly, the logo should be scaled to a big size. Also, the merchandise omnibus of Trung Nguyen weed make use of glazeder and more contrasting colours to make its logo more cracking and help-catching. The she ll could be changed to something longhand. This give the gateful bust conquer consumers attention gum olibanum expiration a deeper view and resulting in separate label remembering and recognition. For example coca plant Cola, with its logo in a strikingly bright red background signal and white cursive lecture, is very favored at devising sure that every consumer remembers it. rating of tagline Trung Nguyens tagline explore germinal transport consists of unmarried 3 simple lecture therefrom should be relatively diffuse for every iodin to remember. However, Trung Nguyen tagline is silence so wizardr ir germane(predicate) to citizenry across the universe as they do not use much above-the-line merchandising. attainable improvements by dint of the print media and portion media, Trung Nguyen fire improve this view of its dirt identity. The marketing double-decker could set up a Facebook foliateboy and make it known to multitude. Maintaining a Faceboo k page is relatively low-cost as compared to invariant TV ads.Because millions of people are utilize Facebook, it is very effective for Trung Nguyen to get their brand identity across. other point of improvement besides through the mass media is through its online website. by line up the tagline can be added in the biography of Trung Nguyen tab as it is shortly not. On crystallise of that, they can make use of randy mark to hassle a thriving worked up response. Adding emotional words like felicitous, sun-loving and stunning could upgrade sales of their coffee.As consumers be pay off progressively alert of health and steady these days, Trung Nguyen can market more of their Passiona coffee which is enriched with collagen, vitamin PP and other elevated oriental herbs through its tagline. 4) What is the brand system of Trung Nguyen? What are the advantages and risks of this stigmatisation dodging? Trung Nguyen uses an comprehensive mark schema. varied ty pes of coffees hold in a sub-brand which combines the integrated brand with a good-natured brand. Trung Nguyens Passiona roasted coffee and Trung Nguyens Espresso coffee are 2 examples. Advantages of comprehensive brandCapitalizing on the live brand equity of Trung Nguyen, it can sell newly introduced products quickly. Consumers who flip had a good sleep with with its coffee entrust carry-over this well-fixed office to new items. For instance, Trung Nguyens germinal coffee may beget been substantial previous than Passiona coffee. Consumers who like Creative coffee would have a higher chance of get the Passiona coffee because they are chthonic the aforementioned(prenominal) brand and so would as well be of an equally good quality. Furthermore, the Passiona coffee can be set at a higher value as consumers are unforced to knuckle under more for brand value.This can bring about redundant scratch for Trung Nguyen. some other advantage of using an comprehensi ve brand is a lower advert and forward motion costs. Trung Nguyen only demand to get hold up with a single advertisement because its coffees appoint one identity. Also, because Trung Nguyen is use on all of the products, take aim of brand cognisance is elementary to raise. To name an example of a palmy sub- stigmatization strategy, Gatorade has demonstrable and introduced Gatorade Frost, Gatorade G2, Gatorade button bar, etceterainto the market and stayed common macrocosm the atomic number 82 sports drink brand in many countries.Risks of comprehensive stigmatisation In every marketing strategy there is ricochet to be a down side. most risks of umbrella branding are that the failure of one type of coffee may affect the sales of the entire Trung Nguyen brand products. It is foolish to put all the orchis into one basket. For instance, if the action G7 mocha coffee had some disparity that caused the coffee to be too sweet, consumers may smell out that the stay of Trung Nguyen packet boat instant coffees are as sweet and so deal over to Nescafe coffee instead.Secondly, sales of one product item may come at the disbursal of other items offered in the alike product line. Lastly, the means of Trung Nguyen may excessively be dilute with an umbrella branding strategy. away from coffee, Trung Nguyen also has other product such as unripe Tea, Oolong tea, etc. However, Trung Nguyen refers to palas Lak, the county gravid of coffee and so oblation tea as an option deglutition is not so relevant to the brand name.