Claim Letter


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The hypothesis was chosen based on our curiosity on the sale volume of Brand's products and the use of the main endorsers if they had positive ties between each other.

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Claim Letter

  1. 1. 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 audiences. 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.
  2. 2. 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 concentration. 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.