Branding Although Trappist Dairy example essay topic

sd 424 corporate identity system (CIS) Brand chosen: Trappist Dairy Background of Trappist Trappist Dairy LTD was founded in 1950's in HK. Priests of the Tai Tsui Hang began to raise cows and then produced Trappist Dairy in Lanta u Island in 1960's. Later, the Tai Tsui Hang stopped the production of milk. And the new factory moves to Yuen Long in the New Territories and keep on providing fresh milk to the dairy market in Hong Kong everyday. Its aim is to keep the nature taste of milk and nutritious.

The Trappist Dairy is a local dairy production limited. The company scale is relatively small while comparing to some existing local and international Dairy product competitors. Trappist Dairy only produces the original milk in the past. In these several years it intended to increase its product range. It included the original fresh milk, low-fat milk, high calcium low fat milk, high-fiber low-sugar high-calcium milk, low-fat milk, coffee milk, chocolate milk; carrot milk and ginger milk. The prices are generally around $4.7- $26.5.

The products distribution mainly included department stores, supermarkets, convenient stores, groceries and sometimes we could order it from some HK style tea restaurants. Trappist Dairy was a famous Dairy brand in the 60's in Hong Kong. It was well known for its high quality and the limited quantity supply to the market everyday. Nowadays, consumers have much more choices on the dairy product brands, included some local or imported branding. (main local competitors: dairy farm & the Kowloon Dairy Ltd) Although Trappist Dairy faces this keen competition, it keeps on believing itself as a persevere Dairy branding.

It nearly gets no channel to enhance the communication with the consumer, such as trappist hasn! |t an official website and email address. The limited promotions and advertisement have proved its concentration and the passion on producing the milk over 40 years. It only lives on the good reputation due to the high quality and the richest taste. Loyalty of long- term consumers becomes its main buyers and source of incomes. The strongest impression of Trappist to consumers is the! SScross!" logo and the legend of the Tai Tsui Hang.

Consumers see the cross as a recognition sign for Trappist. Research finding and Trappist market position No. of people involved: 40 Age group ranges: (12-18) (18-25) (26-35) (35-50) (50 and over) competitors chosen: Dairy Farm, Kowloon Dairy Ltd research methodology: questionnaire There are many dairy competitors in the market. The most outstanding competitors included Dairy Farm and the Kowloon dairy Ltd. Here are some analyses of the uniqueness and the weakness of Trappist dairy with the two main competitors. From the research with the general users, the Trappist daily was told as! SSthe most richest milk!" among several competitors.

However, the result of the best milk consumption is! SS Kowloon dairy Ltd!" and the best well-known dairy brand is! SSthe Dairy Farm!" . We can notice there are many reasons leads to the success of the milk brand beside the taste and quality. Visual audit a.

Trappist's similarities among competitors -unclear recognition among different products! | categories on the shelves From the observation, all dairy brand packages are regularly displayed on shelves. There is no brand's package which is eye-catching because the main color scheme of three dairy brands are generally white and red. Dairy Farm has some injection of colors so it is relatively more attractive... b. Inconsistency of Trappist's composition for its package graphic Although the cross logo of Trappist has a special impact, the lack of composition standard reduce the recognition effectiveness of the Trappist logo. The overall inconsistency included the graphic style, typeface used, graphics position. Nearly one- third of people haven! |t aware Trappist has many other categories on milk because the overall package graphics have no standard and easily confused with other competitors. c.

Trappists shows old fashion image Trappist shows kind of old fashion style in the package graphic, color and the types of fonts used. While compare with Dairy Farm, their modern design could attract the younger group (age 12-18 and 19-25) to consume as they are more sensible on product images. It is also one of the reasons why consumers always vote the Trappist as the most delicious but they keep on buying the Dairy Farm and other else. d. The uniqueness logo- cross The soul of the Trappist package graphic is the unique! SScross!" .

It is a recognition of! SS trappist!" and remind the legend of the Tai Tsui Hang. Although the cross gain the attention from consumers, they haven! |t fully utilize this uniqueness e.g. poor logo application with the company logo, and the weak logo aesthetic execution. Feedback from target audience Beside the visual audit comparison, there are many valuable comments from target audiences. Some feedback comes from specific group. All this helps to realize the market positioning of Trappist Daily and its competitors. i. the target customers nature and general characteristics Dairy Farm: first (19-25) second (12-18) Kowloon Dairy Ltd: first (36-50) second (26-35) (50 and over) Trappist Dairy: First (36-50) Second (26-35) General analysis -Dairy Farm it has been commented as the most lightest milk among those milk.

But what reasons leads to it successful in the Dairy market and especially relatively the younger target group? From the research, we found that the consumer commented on the Dairy Farm as! SS authority in milk industry!" and! SSthe most representative!" . The reasons is due to the powerful branding and the intensive promotion to the audience. The modern design of package graphic with sharper color also be factor for they to choose dairy farm.

Intensive discounts also be one important factor. There are few people who buy Dairy Farm because of its taste. -Kowloon Dairy it is the brand which the milk tastes more likely to trappist. The consumers are mainly those who get married and have kids. The nice quality with reasonable price is one factor for gaining support from these group. The right product identity (more universal and more family- oriented) and the use of cartoon characters in the advertisement helps it dominate in the family consumer segment.

However, when we trying to ask their memories on the KIT Ltd's advertisement, they even mistaken the advertisement as Dairy farm's. We can notice that there are seldom milk branding which established Their unique identity among keen competitions. -Trappist Dairy The main buyers generally more mature (age between 35-50). They are the segment which looks for the quality. The price factor generally not a main factor which influences their consumption on milk (or else) Nearly two- third of them established the long term loyalty with Trappist milk. And they usually shows passion and obsession on choosing Trappist and not other else.

In the age group (35-50), many of the trappist supporters are still single, they buy the milk because they make the decision for their own, but not from the family members. They also said trappist obtains its own personality as a commercial product and appreciate their best quality as the inner beauty. Some of the age group also votes Trappist as the most delicious milk, And there are somebody still not sure the reasons why they don! |t buy Trappist. And some people from the younger group (18-25) also make self decision on milk consumption.

The Trappist Dairy has introduce some new taste on milk e.g. the carrot milk, ginger milk, coffee milk. However, many people don! |t aware of all of them. Many people don! |t agree it is kind of innovative brand But instead of! Sold-fashion!" brand.

We also investigate on the effectiveness of the Trappist's marketing strategy- it persuades the consumers gain more confidence because their quality control by the priest. However, almost all of the consumers don! |t care about the priest duties and they see its intention as meaningless.