Date: October 21, 2009
To: James Haft
From: Pimpisa Jular 494 53466 28
Sundhika Chagsudulya 494 53712 28
Usaporn Tanadumrongsak 494 53867 28
Subject: BRAND’S selection of Tor Saksit Vejsupaporn and Nudee Vanessa Race as
brand’s ambassadors of BRAND’S Essence of Chicken product line has increased
the sales volume of BRAND’S.
Claim: BRAND’S is a supplementary product that has been in the health food market for
more than 3 decades. BRAND’S continuous success can be primarily based on its
BRAND’S Essence of Chicken, and recently, its product line has extended into
various healthy flavors and a capsule form. However, BRAND’S effective
marketing strategy has tremendously contributed to its perpetual growth.
BRAND’S strong marketing strategy in selecting its brand ambassadors has been
creating positive results to the overall brand for many years. BRAND’S selection
of Tor Saksit Vejsupaporn and Nudee Vanessa Race as their BRAND’S Essence
of Chicken’s brand ambassadors have influenced consumers’ decision to purchase
BRAND’S products, thus increase the sales volume of BRAND’S Essence of
Chicken product line.
Evidence: After BRAND’S has selected Tor Saksit Vejsupaporn and Nudee Vanessa Race as
their brand ambassadors for BRAND’S Essence of Chicken and BRAND’S
Essence of Chicken in capsule form respectively, the sales volume of both
products have increased in a satisfying growth rate in correspond to the selection
decision. According to the findings, by the end of the year, the sales volume of
BRAND’S Essence of Chicken product, which is being endorsed by Tor Saksit
Vejsupaporn, will rise up by 10-15 percent on the outlook. While the capsule
product’s sale volume has rose by 15 percent from the previous sales, which can
be contributed to Nudee Vanessa Race.
Bridge: In contribution to the rise of the sales volume, BRAND’S selection of the brand
ambassadors’ personal backgrounds has led to the formation of credibility in the
quality of the products because consumers believe that they have the potential to
become successful like the endorsers. Tor Saksit Vejsupaporn’s and Nudee
Vanessa Race’s educational and career backgrounds have formed a corresponding
link to the products’ images, and thus allow BRAND’S to reach its right target
Foundation: Prior to Tor Saksit Vejsupaporn’s personal background, he has been labeled as
multi-talent idol for the young generation because he had accomplished
exceptionally in his academic field by receiving a gold medal in first honor in
BBA from ABAC; and later after he has fully participated in the music industry,
he has been receiving a groundbreaking success from his musical career. Tor
Saksit Vejsupaporn’s musical instrument skill is also very outstanding as he has
been a pianist since he was three years old, and has won many valuable rewards.
As for Nudee Vanessa Race, her pursue in the neuroscience field, majoring in
Mind, Brain, and Education program in Master Degree from Harvard University,
has made her the first expert in the neuroscience academia in Thailand.
As a result, due to the strength that each ambassador possesses, which give a
perfect match to each BRAND’S product, consumers then place their trust in the
brand, thus consequently, risen the volume of sales.
Counterclaim:BRAND’S is a long standing brand, which has been earning a great response and
trust from its customers without the use of these two brand ambassadors.
Therefore, it can be concluded that the fact is consumers actually believe in the
quality and benefits of BRAND’S products due to its well-selected ingredients.
The main ingredients are essence of chicken, iron, vitamin B1, B2, B3, B6, and
B12, folic acid, and ginkgo. A study has shown that people who consumed
BRAND’S Essence of Chicken on a daily intake for 7 consecutive days would
have a better performance of brain’s functionality and would become more
energetic and self-motivated, while also lessen fatigue and increased
Rebuttal: The reason that consumers are driven to buy BRAND’S products is not caused by
the nutritional value of the products but, in fact, they are persuaded to buy them
because of BRAND’S strong marketing strategy. Consumers are attracted to buy
BRAND’S products through repeated exposure of BRAND’S IMC tools; for
example, TVCs, radio spots, and interactive media. Out of home media is one of
the tools to induce consumers because BRAND’S understands that out of home
media are able to reach the right target audiences well. There are also several
events, road shows, and workshops promoting BRAND’S Essence of Chicken in
capsule form in different areas, which are hosted by the product’s endorser; Nudee
Vanessa Race. Moreover, in order to penetrate the younger audiences, BRAND’S
sets up many mini concerts by Tor Saksit Vejsupaporn at various schools to
capture their attention.
In conclusion, BRAND’S effective and efficient IMC tools are the reasons behind
the increase of sales volume, which are thrust by the brand ambassadors, and not
the nutritional value of the product.
Solution: The best solution for the company is to use Tor Saksit Vejsupaporn and Nudee
Vanessa Race as their brand ambassadors because they can effectively enhance
consumers’ credibility in the brand and result in the rise of sales volume, which
can benefit the company in the long run. In addition, another alternative is that the
company can select new presenters for the other segment products, so that
consumers are able to differentiate each product category in their minds, thus,
create less confusion and prevent misleading perception.
However, the recommendations are that the company should always be ethically-
concerned by being truthful and avoid exaggeration. Moreover, they should let the
consumers think for themselves about what is good for them by not leaving their
strong marketing strategy become too intrusive and overcrowd the consumers’
personal buying decisions.