1.
Marketing Plan
By:
Phillip
Hammer
Leona
Lam
Cindy
Lu
Duanrui
(Gloria)
Shi
Eunice
Wang
Jingbi
(Marina)
Yang

2.
2
TABLE
OF
CONTENTS
1. Executive
Summary……………………………………………….....2
2. Situation
Analysis…………………………………………………......3
i. Customer
Analysis…………..…………………………...…3
ii. Competitor
Analysis…………………………………….....4
iii. Market
Analysis……………………………………………...6
iv. SWOT
Analysis………………………………………………..7
3. Recommendations………………………………………………...…..9
i. Marketing
Strategy……………………………………...……9
1. Targeting
&
Positioning……………………………….9
ii. Integrated
Marketing
Strategy………………………….11
1. Product……………………………………………………...11
2. Price…………………………………………………………..11
3. Place…………………………………………………………..11
4. Promotion…………………………………………………..12
4. References…………………………………………………………………13

3.
3
EXECUTIVE
SUMMARY
Vitasoy
has
already
effectively
been
saturated
into
the
Hong
Kong
market,
becoming
a
household
name
that
most
hold
dear
throughout
generations
as
more
and
more
drinkers
are
introduced
to
the
Vitasoy
through
the
familial
branding
of
this
product.
With
the
soybean’s
increasing
popularity
due
its
health
factors,
and
in
addition
to
the
construction
of
a
new
plant
in
Foshan
(Southern
China),
the
Mainland
China
market
makes
for
an
attractive
market
for
Vitasoy
to
expand
its
distribution
channel
and
push
its
way
into
new
territories
made
of
millions
of
potential
lifelong
consumers.
By
asserting
Vitasoy’s
mission
to
promote
lifelong
health
for
all
age
groups
through
entering
the
Mainland
Chinese
market,
we
will
be
able
to
see
the
same
result
that
has
been
seen
in
Hong
Kong.
By
bringing
more
awareness
to
the
Mainland
market,
we
plan
to
create
Vitasoy
as
a
brand
that
is
not
only
health-­‐conscious
but
family
oriented
as
well,
which
is
best
done
by
reaching
out
to
the
youths
of
today
who
will
become
the
future
of
tomorrow,
passing
along
their
brand
loyalty
to
their
families.
Long-­‐term
relationships
with
customers
are
extremely
valuable
because
customers
are
consistent
sources
of
positive
word-­‐of-­‐mouth
and
product
consumption.
In
order
to
promote
Vitasoy
as
a
nutritious
and
inclusive
drink
for
those
of
all
ages,
ideals
valued
by
these
consumers
will
be
considered
when
it
comes
to
the
Vitasoy
campaign.
The
use
of
celebrities
who
project
a
wholesome
image
as
well
as
interaction
with
the
consumer
will
be
considered
as
tactics
to
connect
with
the
mainland
audience.

4.
4
SITUATION
ANALYSIS
Customer
Analysis
Personal: Research has shown that soymilk can benefit women’s health because
it can reduce the risk of breast cancer by more than 30% for Asian women who
have habitually drinking soymilk. As for children, there is no doubt they are in
desperate need of protein, necessary for growing children. Vitasoy’s soymilk has
many flavors such as strawberry and chocolate, all of which can attract children
to drink an otherwise plain old healthy drink. In addition, protein is also of great
importance for senior citizens. It can maintain the metabolism of the body,
enhance the immune system and assist in aging gracefully. In fact, people
demand more protein as they age. Thus, soymilk is a good choice for women,
children and also senior citizens.
Cultural: About 2000 years ago, the king of the western Han dynasty started to
make soymilk for his mother, showing that soymilk has had a long history in
China, just as coffee has in western countries. Soy is so imbedded in Asian
culture that it goes beyond just beverage, but there is food made from soybeans
as well, Tofu for example. Many nutrition experts think that soy based foods
make digestion and absorption of nutrients easier for those from Asian countries.
Psychological: There are various ways for people to gain protein and many think
drinking soy milk is the healthiest way compared to eating meat or protein
powder. As a result, many believe herbs and vegetables have fewer side effects
than animal and medical products, so soymilk is their best choice. Furthermore,
Vitasoy was established in 1940’s and has become a happy memory in many
Hong Kong citizens’ minds. People may feel warm when drinking Vitasoy in
cold winter because it can remind them the happiest time they had in childhood.
Moreover, if in a family grandparents drink Vitasoy, younger generations may
follow suit.

5.
5
Competitor Analysis
Nestle:
The
world’s
leading
Nutrition
and
Health
Company.
Nestle
is
an
international
company,
well
known
in
the
world,
including
the
Chinese
and
Hong
Kong
market.
They
offer
a
large
variety
of
products,
from
baby
food
to
bottled
water
to
ice
cream
and
so
on.
The
vision
of
this
company
is
to
better
the
lives
of
their
customers
by
offering
healthy
foods,
as
is
reflected
in
their
slogan:
“Good
Food
and
Good
Life”.
They
provide
different
products
in
different
countries;
in
the
Hong
Kong
market,
Nestle
produces
soymilk
for
its
Asian
audience,
and
thus
became
Vitasoy’s
competitor.
Nestle
has
also
shifted
their
targeted
demographic
from
teenagers
to
mothers
such
that
the
whole
family
may
find
a
drink
suited
to
their
taste.
Yeo’s:
An
international
corporation
and
drink
manufacturer.
The
main
products
in
Yeo
are
food
and
beverages.
Yeo’s
offers
many
different
kinds
of
beverages
in
the
market,
such
as
Asian
drinks,
ready-­‐to-­‐drink
tea,
soymilk
and
so
on.
Yeo’s
emphasizes
product
innovation,
as
reflected
in
the
thousands
of
drinks
that
they
offer
in
order
to
reach
a
larger
market
and
cater
to
the
varying
demands
of
different
consumer
groups.
The
main
market
for
Yeo’s
is
the
Asian
market.
In
order
to
satisfy
those
customers,
Yeo’s
developed
a
series
of
drinks
called
the
Asian
drink.
This
line
of
traditional
drinks,
provides
chrysanthemum
tea,
winter
melon
tea,
sugarcane
drink
and
so
on,
is
more
popular
among
adults
and
seniors.
Yeo’s
is
well
known
by
local
Hong
Kong
citizens,
and
to
some,
these
drinks
remind
hem
of
their
childhood.
Compared
to
other
markets
such
as
Mainland
China,
Yeo’s
has
better
market
performance
in
Hong
Kong.
Yili:
A
Mongolian
industrial
group
which
advocates
the
health
benefits
of
nourishing
drinks
which
focuses
on
5
major
sectors:
liquid
milk,
ice
cream,
milk
powder,
yogurt,
and
raw
milk.
The
marketing
campaign
of
Yili
centers

6.
6
on
celebrity
endorsements,
seen
through
the
images
of
celebrities
on
the
product
as
well
as
advertising
campaigns.
This
distinguishing
feature
separates
Yili
from
Vitasoy,
giving
Yili
a
comparative
advantage
in
a
culture
that
values
opinions
and
support
of
well-­‐known
stars.
Yili
also
sponsored
the
2008
Beijing
Olympic
Games
and
the
Shanghai
World
Expo,
bringing
more
awareness
to
the
Yili
brand.
Yili
has
a
very
large
share
in
the
Chinese
market,
establishing
itself
as
a
drink
of
the
masses.
However,
it
has
a
very
small
market
in
Hong
Kong,
and
is
not
considered
to
be
a
strong
threat
to
Vitasoy
there.
Similarities:
There
is
one
major
similarity
amongst
the
four
brands:
promotion
of
health
drink
that
is
currently
high
in
demand.
As
people
obtain
a
higher
living
standard
than
before,
they
are
also
becoming
more
concerned
with
nutrition
and
health.
By
following
such
market
trends,
and
selling
products
at
affordable
prices,
the
competitors
of
Vitasoy
have
been
able
to
achieve
success
respectively.
Due
to
the
similarity
among
those
brands,
Vitasoy
has
no
advantage
in
promoting
itself
as
primarily
a
health
drink.
Differences:
Although
these
four
brands
sell
similar
products,
they
have
different
market
performances
in
the
markets
of
Mainland
China
and
Hong
Kong.
This
may
be
due
to
cultural
differences,
leading
to
different
reception
of
different
brands.
Nestle,
being
an
international
brand,
is
more
welcomed
by
the
younger
generation
in
both
Mainland
China
and
Hong
Kong.
Vitasoy
and
Yeo’s
are
local
Hong
Kong
brands
that
have
become
a
part
of
the
local
lifestyle,
providing
products
that
target
the
Asian
population.
Comparing
Yeo’s
to
Vitasoy,
our
research
suggests
that
the
latter
is
more
popular
in
the
Hong
Kong
market.

7.
7
However,
in
the
mainland
market,
Yili
is
the
winner
among
those
four
brands.
As
mentioned
before,
Yili
promotes
their
products
by
using
celebrity
endorsements,
which
is
a
good
way
to
use
in
mainland
market.
People
in
China
are
getting
used
to
seeing
advertisements
with
celebrities.
If
Vitasoy
wants
to
expand
the
to
the
China
market,
it
should
do
something
similar
as
Yili
in
order
to
target
people
in
Mainland
China.
Market Analysis
Macroeconomic
forces:
Demographic
forces:
VitaSoy
offers
a
large
range
of
suitable
beverages
for
consumers
of
all
ages.
The
drinks
that
are
produced
target
all
different
consumers.
Economic
forces:
The
recent
global
economic
slowdown
in
the
various
major
markets
has
negatively
impacted
the
sales
of
VitaSoy.
The
slowdown
led
to
a
decrease
in
overall
consumer
spending.
There
has
also
been
inflationary
pressure
and
rising
wages
globally,
leading
to
increasing
costs
for
VitaSoy.
The
volatile
employment
environment
has
also
posed
challenges
for
VitaSoy.
Natural
forces:
In
the
past
two
years,
there
has
been
unexpected
downtime
at
various
VitaSoy
operations
due
to
severe
weather
conditions.
As
a
result,
there
were
production
delays
and
logistical
delays.
Cultural
forces:
In
Hong
Kong,
there
has
been
a
trend
of
having
a
healthy
and
on-­‐the-­‐go
lifestyle.
Drinking
VitaSoy
products
in
moderation
fits
this
type
of
lifestyle.

8.
8
Microeconomic
forces:
The
company:
VitaSoy
is
based
in
Hong
Kong
and
its
main
function
is
the
manufacturer
and
distributor
of
food
and
beverages
products.
Suppliers:
The
largest
supplier
accounts
for
23
percent
of
total
purchases
and
the
five
largest
suppliers
account
for
30
percent
of
total
purchases.
This
is
potentially
detrimental
because
if
anything
happens
to
the
business
of
these
suppliers,
significant
portions
of
VitaSoy’s
purchases
are
in
danger.
Marketing
Intermediaries:
VitaSoy
does
not
have
its
own
retail
shops
and
third
parties
such
as
supermarkets
and
convenience
stores
sell
all
VitaSoy
products.
Customers:
The
largest
customer
accounts
for
6
percent
of
total
sales
and
the
five
largest
customers
account
for
20
percent
of
total
sales.
This
is
potentially
unfavorable
because
if
anything
happened
to
the
business
of
these
customers,
one-­‐fifth
of
VitaSoy’s
sales
are
in
danger.
Competitors:
There
is
intense
competition
among
brands
and
across
food
and
drink
categories
especially
with
the
influx
of
Japanese,
Korean,
and
Taiwanese
drinks.
SWOT
Analysis:
Strengths:
VitaSoy
has
strong
brand
equity,
so
when
people
hear
“VitaSoy,”
they
associate
it
with
a
strong
sense
of
credibility.
The
company
also
has
a
good
local
reputation
because
the
people
in
Hong
Kong
have
been
drinking
VitaSoy
for
many
generations.
VitaSoy
has
also
successfully
penetrated
into
overseas
markets
and
can
be
found
in
North
America,
Australia
and
New
Zealand,
and
Singapore.
The
company
offers
a
diverse
selection
of
products
including
soymilk,
tea,
tofu,
lunch
box
and
snacks,
dairy
milk,
distilled
water,

9.
9
and
juice
drinks.
These
products
are
distributed
through
many
different
channels.
Weaknesses:
VitaSoy
products
and
drinks
are
only
top
of
mind
in
Hong
Kong.
While
in
other
places,
VitaSoy
products
are
only
either
brand
recall
or
brand
recognition
on
the
brand
awareness
pyramid.
Therefore,
VitaSoy
only
has
a
relatively
small
market
share
in
other
countries.
Another
weakness
is
that
most
of
the
VitaSoy
drinks
have
large
sugar
contents
and
this
generates
some
criticism.
Opportunities:
Soymilk
is
increasing
in
popularity
because
the
antioxidants
in
the
soybeans
have
been
found
to
prevent
cancer.
VitaSoy
has
built
a
new
plant
capacity
in
Foshan,
Southern
China
in
hopes
of
expanding
its
distribution
channels
and
widening
its
territorial
foothold
in
Mainland
China.
The
company
has
also
penetrated
the
plastic
bottled
drinks
segment
in
Hong
Kong
and
this
can
compete
with
the
influx
of
foreign
drinks.
Threats:
VitaSoy
continues
to
face
increasing
labor
costs
and
logistical
costs.
The
increasingly
competitive
landscape
also
threatens
VitaSoy’s
sales.

10.
10
RECOMMENDATION
By
asserting
Vitasoy’s
mission
to
promote
lifelong
health
for
all
age
groups,
we
hope
that
by
entering
the
Mainland
Chinese
market,
we
will
nurture
lifelong
customer
relationships
with
the
youth
(and
in
turn,
the
entire
family
unit).
Seeing
the
results
of
similar
approaches
in
Hong
Kong,
this
can
lead
to
positive
future
outcomes
as
future
generations
become
repeat
consumers.
Long-­‐term
relationships
with
customers
are
extremely
valuable
because
customers
are
consistent
sources
of
positive
word-­‐of-­‐mouth
and
product
consumption.
Marketing
Strategy
Segmentation: Vitasoy has segmented the market in several major ways,
including by demographics, geography, Psychographic, and Behavioral.
Geographic: Vitasoy currently operates in 40 different countries, and has
split the world into five major segments; Mainland China, Hong Kong and
Macau, North America, Australia and New Zealand, and Singapore. Out of these
groupings, Mainland China remains the most important segment, as it has the
largest population, a growing middle class, and a low level of consumer
identification with the Vitasoy brand. This low level of saturation makes the
mainland a more attractive area of expansion than Hong Kong, as there is a much
larger proportion of the population that can be tapped.
Demographics: We have aimed to target all ages, all income levels, and
continue to establish our products as naturally inclusive; appealing to people
from across many demographics can enjoy this product. The company has been
especially focused on attracting the youth to Vitasoy products so that we can
build long-term relationships with these customers for decades. Making an
impact on young consumers is crucial for our long-term

11.
11
sustainability. Consumers whom we are able to build long-term relationships
with are naturally more profitable than one-time customers, as they offer more
than sales, by providing positive word of mouth. In addition, because of our
family-oriented market strategy, establishing these relationships can yield
positive results as the entire family unit, with multigenerational potential, adopts
our product.
Psychographic: Vitasoy has worked to present itself as a conservative,
family oriented company that can appeal to the family unit. We have family
friendly commercials that promote a positive message of togetherness. Our
“Stand By Me” campaign, for instance, shows people from all walks of life
drinking various Vitasoy products in a variety of environments, all singing one
song together. This contrast greatly with traditional commercials from
competitors like Coke, which runs ads featuring sultry actresses in sports cars,
drinking Coke and conveying poor family values. We are looking to target the
market of the health conscious consumer, and making the case that Vitasoy is a
healthy, delicious, cheap, and convenient substitute to most other
products. Vitasoy can be consumed at any point in the day, but it has been
shown to be a convenient morning beverage that helps start the day off right.
Behavioral: Our marketing scheme aims to target the low loyalty, light use,
low brand recognition, and high potential consumers. We acknowledge that
targeting our most loyal customers is unlikely to result in high returns, as these
consumers are usually near their upper limits in consumption potential. Instead,
by focusing on people who are less committed to the Vitasoy brand, we have
much more potential to grow. In addition, we hope that there will be a positive
spillover effect for our loyal users. While our commercials are aimed at
attracting new customers, they will also have the benefit of reaching loyal
customers, and reinforce their level of satisfaction with our brand.

12.
12
Positioning: We hope to achieve a level of brand positioning in which we can
reinforce a sense of nostalgic familiarity for parents, and bridge the generation
gap between children and adults. The long history of Vitasoy means that we
have sold our goods to many generations, and we hope that our products will act
as a bridge through time, allowing parents and their children to have a common
bond. We also hope to position Vitasoy to be perceived as health conscious and
delicious. It is important to the long-term success of the company that our
consumers are aware of the health benefits associated with the Vitasoy
brand. Finally, because they are one of our most critical demographics, it is
critical that we maintain a brand image of youth-friendliness in order to attract
new and youthful consumers.
Integrated
Marketing
Strategy
Product: The product we are focusing on is the soy milk, tea, and juice sector of
Vitasoy. The product branding positioning taken as a part of this campaign is
“sincerity”. Our marketing campaign will center on family values—so our
product will convey the message of being beneficial to the family and it’s health.
Price: The strategy we want to use for this campaign is penetration. Thus we
want our product to be produced on a large scale at a low cost. This way,
everyone, no matter what income level they belong to, will be able to afford this
product.
Place: Since we want our product to be thoroughly accessible in the market, we
want Vitasoy to be available in the most convenient locations for the consumers.
Currently in China, we have noticed from personal experience that many
convenience stores do not carry Vitasoy products. Since our target is on family
and children, we want our product to be in areas where children are in. This
includes classrooms, playgrounds and other youth-orientated areas. In Hong
Kong, there is a high use of vending machines in areas such as schools. We will
try to bring this model to China. Euromonitor International did a study on

13.
13
vending machines in developing countries (n.d.). In Japan, there are very low
rates of vandalism because it is a relatively safe country (Spacey, 2012). In
contrast, China is still a developing country but growth for vending machines is
still on the rise.
Promotion: In order to focus on our “target”, we plan to use promotion in order
to reach our consumers—especially students and the younger generation so that
these purchasing behaviors can stay with them even as they mature.
Public Relations: First off, the competitor brand “Yili” is doing extremely
well in China. Their main strategy is to use celebrity endorsers. For example Yili
uses celebrity images on their products and uses them in all promotional
campaigns across the field. The reason why they are so successful is because this
is aligned with the consumers taste in China. Celebrities are a huge part of
Chinese culture since the Chinese place a great amount of trust amongst
celebrities. For our campaign we will use relevant celebrities that have a “family”
orientated image--viewed by the community as having a healthy lifestyle.
Sales Promotion: Since our target is the youth, we want our campaigns to be
tech-savvy. It is easy to capture the younger generation with new technologies as
they use it quite often. One sale promotion campaign is to have QR codes on the
Vitasoy boxes to scan. After scanning a certain number, they will be able to
obtain a prize –such as a Vitasoy pedometer. This interactive experience engages
the users, while allowing them to share their achievements on social media sites.
Another sales promotion campaign is to give Vitasoy coupons in taxis after users
enter their phone numbers in TouchMedia’s monitor.
Social Media: This campaign is aligned with the public relations campaign.
Celebrities would use Weibo to endorse Vitasoy. This way the consumers can
see the product being tied to their favorite star.
Advertising: We would use vending machines in high profile areas. This not
only gains the attention of many but also increases sales—serving a dual purpose.

14.
14
As mentioned before, these vending machines would have extra security to
ensure that vandalism is kept to a minimum.

15.
15
REFERENCES
"The Battle of the Brands: Winners and Losers in the Culture Wars." Yahoo!
Finance. PR Newswire, 21 Mar. 2013. Web. 20 July 2013.
Lau, Adaline. "Vitasoy Makes HK$10m Brand Investment." Marketing, ,
HONG KONG, MARKETING, Campaigns, Out Of Home,. Marketing-
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