Brand management Essay

1) What is the growthion mix of Trung Nguyen? What argon the key attributes of its burnt umber? How do these attributes help Trung Nguyen to assortediate itself from its competitors? The mathematical harvest-feast mix refers to the total intricate of products offered by Trung Nguyen deep brown. It consists of different product lines, various product items in from each one product line and at heart each item is the product abstrusity. Firstly, the product line is a group of product or service items that be closely related because they atomic number 18 exchange to the same consumer groups, be marketplaceed through and through with(predicate) the same fonts of outlets, have similar usage or fall within given harm ranges.Thus, Trung Nguyen chocolates product lines ar Trung Nguyen hot chocolate tree, Passiona Coffee and G7 Instant Coffee. The Passiona Coffee targets at consumers looking for low-caffeine bedeviling chocolate tree tree and especially women, while the G7 Instant drinking chocolates atomic number 18 made for community who argon too grouchy to brew a cup of cocoa themselves. Trung Nguyen Coffee has 3 different product items, namely fanciful Coffee, Blend Coffee and Espresso Coffee. Passiona Coffee consists of 2 product item, Passiona roasted coffee and Instant Passiona coffee.As for the G7 Instant Coffees, the product items are G7 Pure soluble, G7 Cappuccino and G7 Instant 3-in-1 coffee. Lastly, product depth is the number of variants in a product item. Trung Nguyens product depth of Creative coffee includes the Weasel Coffee and Legendee Coffee. Also, whatever variations of G7 Cappuccino are the mocha G7 cappuccino and Hazelnut G7 cappuccino. contrary sizes of coffees are considered as product depth as well. For example, the G7 Instant 3-in-1 coffee is sold in 3 different sizes a box of 18 coffee bar sticks, a bag of 22 sachets or a bulk people bag of 100 sachets.T fit1 Summary of product mix of Trung Nguyen Produ ct lines Trung Nguyen Coffee Passiona Coffee G7 Instant Coffee Product items -Blend coffee-Espresso coffee-Creative coffee Product depth Weasel coffeeLegendee coffee -Passiona roasted coffee-Passiona instant coffee -G7 Pure soluble-G7 cappuccinoProduct depthMocha G7 cappuccinoHazelnut G7 cappuccino-G7 instant 3-in-1Product depthbox of 18 cafe sticksbag of 22 sachetsbulk annulus bag of 100 sachets Key attributes refer to the just about important characteristics of a product.Trung Nguyen makes its point of difference through its key attributes like using the crush coffee beans, unique brewing style and the new coffee concept. Trung Nguyen has a unique parcel outing point because some coffees offered apprisenot be found anywhere else. Its coffees are authentically Vietnamese. For example, the Weasel coffee is produced based on the legend in Vietnam. To differentiate itself from its competitors, these key attributes must communicate benefits for consumers.The coffee offered by Tr ung Nguyen is of a gamy quality compared to other coffee shufflings because they use the best coffee beans sourced from four of the worlds best coffee-growing regions. In addition, Trung Nguyen is awarded with the EureGAP certificate for its erect agricultural practices such as having consistently life-threatening quality coffee beans and using environmentally friendly technologies. Coupled with their oriental secrets, consumers would prefer Trung Nguyen because their coffee is brewed much much aromatic and rich.Trung Nguyen used their new concept of coffee to set up a Creative Coffee House in order to differentiate itself and gain market share. It is now well-known for the forward-looking clubhouse whereby customers erect enjoy coffee in a glorious and sentimental ambience while experiencing Vietnamese cultural events and exhibitions. For consumers who value such innovative product services, they get out choose Trung Nguyens coffee oer the other grab a coffee to go coffe e styles. 2) What are the roles of mark? What are the benefits of brand to sellers and buyers in the coffee market.The role of stigmatisation is to create an personal identity for the product. The identity created lowlife have some personalities and can gain brand equity. Benefits of brand Some benefits of branding for sellers of the Trung Nguyen coffee are that they are subject to accentuate the bases of differentiation from its competitors due(p) to its distinct identity. They can obtain legal protection like trademarks to avoid copycats of their brand. The echoic products are capable of s tealing Trung Nguyens sales when consumers are un certain of how the original packaging of coffee looks like.There is in like manner a chance for the counterfeit coffee to ruin Trung Nguyens reputation. Consumers who bought the counterfeit coffee by break whitethorn view Trung Nguyen to be of a lousier quality instead. All this would be effectively prevented by branding because count erfeiting is an offense. Brand equity is created by branding and careful merchandising. Trung Nguyen can in turn earn higher remuneration as consumers are willing to pay a higher price for this particular brand of coffee. Also, brand equity can lead to higher economic value of the brand, whereby it becomes an asset for Trung Nguyen when it wishes to sell its brand.Last but not least, Trung Nguyen can achieve brand loyalty through creating preferences towards their brand. If Trung Nguyen coffee is able to sustain a consistently good quality coffee product, consumers would commemorate the brand, spread the word around and continually purchase its coffee. On the buyers end, they whitethorn reap the most benefits from Trung Nguyens branding. Coffee is a convenience product and it is important to make it light to find. Consumers will be able to mightily identify the products in a short period of time due to Trung Nguyens branding thus becoming more efficient shoppers.Furthermore, co nsumers may gain assurance of product quality and performance. Employees need to ensure products offered are of consistently good quality and so are specially adept to deliver this promise. Consumers will remain loyal to Trung Nguyen coffee because they are commodious with this brand and have no need to search for another. 3) What constitutes the brand identity of Trung Nguyen? What is your evaluation of this identity? How can the brand identity be modify? Brand identity is the noticeable elements of a brand and also what the establishment wants consumers to perceive the brand as.It constitutes of Trung Nguyen as its name, the logo and its tagline Explore creative devotion A productive brand name should reflect the personality and determine of the brand, be simple, memorable, positive and delirious. A logo is the image that embodies an organization. It is one of the most prominent branding elements that consumers will think of when someone mentions the company. A good brand logo should be memorable, futuristic and consistent and be able to portray the benefits to its target audience. The tagline must be simple and easy to remember.It also needs to remain short since the tagline is always incorporated into many merchandise pieces. military rank of brand name Consumers associate Trung Nguyen to Central highlands which refers to Dak Lak, the county superior of coffee where green coffee is grown. This gives an advantageous friendship between Trung Nguyen and high quality and fresh coffee beans. Also, the brand name represents the uniqueness and stinkiness of the Vietnamese culture. However, the name Trung Nguyen does not hold any meaning for non-Vietnamese. This may alienate consumers from other parts of the world. some other bad point could be that its name is hard to pronounce for non- Vietnamese consumers. Possible improvements Because the companys name has been around since 1996 when it was founded, it cannot be changed otherwise the company has t o build up brand awareness from scratch all over again. Thus, the company should formulate hard in educating people and let them netherstand the positive association between Trung Nguyen and Central highlands. For example, they could use their existing Internet website and include this under the examine more option.People visiting the website can then learn about the association and slowly adopt Trung Nguyen as their favourite coffee. Evaluation of logo In my opinion, the logo might be a pocket-sized small and insignificant. Psychological influences such as selective exposure and retention affects consumer buying behaviour. For example, the appealing cup of coffee signed on its packaging of Creative coffee may distract the consumers from the brand name. The logo is also subfusc and boring due to the usage of dull and non-contrasting act upon. The font used in the logo has little stylistic variations making it rather boring as well.Possible improvements Firstly, the logo shoul d be scaled to a bigger size. Also, the marketing four-in-hand of Trung Nguyen can make use of brighter and more contrasting colours to make its logo more outstanding and attention-catching. The font could be changed to something cursive. This can better capture consumers attention thus leaving a deeper impression and resulting in better brand memory and recognition. For example coca Cola, with its logo in a strikingly bright red flat coat and white cursive spoken communication, is very successful at making sure that either consumer remembers it.Evaluation of tagline Trung Nguyens tagline Explore creative inspiration consists of scarce 3 simple words hence should be relatively easy for everyone to remember. However, Trung Nguyen tagline is still quite foreign to people across the globe as they do not use much above-the-line marketing. Possible improvements Through the print media and mass media, Trung Nguyen can improve this aspect of its brand identity. The marketing manager could set up a Facebook page and make it known to people. Maintaining a Facebook page is relatively low-cost as compared to constant TV advertisements.Because millions of people are using Facebook, it is very effective for Trung Nguyen to get their brand identity across. Another point of improvement also through the mass media is through its online website. Perhaps the tagline can be added in the history of Trung Nguyen tab as it is currently not. On top of that, they can make use of emotional branding to elicit a favourable emotional response. Adding emotional words like Happy, Healthy and Beautiful could boost sales of their coffee.As consumers become increasingly aware of health and beauty these days, Trung Nguyen can market more of their Passiona coffee which is enriched with collagen, vitamin PP and other rare oriental herbs through its tagline. 4) What is the branding strategy of Trung Nguyen? What are the advantages and risks of this branding strategy? Trung Nguyen uses an c omprehensive branding strategy. Different types of coffees have a sub-brand which combines the corporate brand with a new brand. Trung Nguyens Passiona Roasted coffee and Trung Nguyens Espresso coffee are 2 examples. Advantages of umbrella brandingCapitalizing on the existing brand equity of Trung Nguyen, it can sell newly introduced products quickly. Consumers who have had a good experience with its coffee will transfer this favourable attitude to new items. For instance, Trung Nguyens Creative coffee may have been developed earlier than Passiona coffee. Consumers who liked Creative coffee would have a higher chance of buying the Passiona coffee because they are under the same brand and so would also be of an as good quality. Furthermore, the Passiona coffee can be set at a higher price as consumers are willing to pay more for brand value.This can bring about additional profits for Trung Nguyen. Another advantage of using an umbrella brand is a lower advertize and promotion costs . Trung Nguyen only needs to come up with a undivided advertisement because its coffees share one identity. Also, because Trung Nguyen is used on all of the products, train of brand awareness is easy to raise. To name an example of a successful sub-branding strategy, Gatorade has developed and introduced Gatorade Frost, Gatorade G2, Gatorade energy bar, etc into the market and stayed popular being the leading sports drink brand in many countries.Risks of umbrella branding In every marketing strategy there is bound to be a bug out side. Some risks of umbrella branding are that the failure of one type of coffee may affect the sales of the whole Trung Nguyen branded products. It is unadvisable to put all the eggs into one basket. For instance, if the production G7 Mocha had some discrepancy that caused the coffee to be too sweet, consumers may feel that the breathe of Trung Nguyen packet instant coffees are as sweet and so surrogate over to Nescafe coffee instead.Secondly, sales o f one product item may come at the expense of other items offered in the same product line. Lastly, the meaning of Trung Nguyen may also be diluted with an umbrella branding strategy. Apart from coffee, Trung Nguyen also has other product such as thousand Tea, Oolong tea, etc. However, Trung Nguyen refers to Dak Lak, the county capital of coffee and so offering tea as an alternative beverage is not so relevant to the brand name.