Branding and Marketing

7. Branding and Marketing

This section brings about the brand, defining our purpose and vision to create this venture, to brand idea and statement that make this brand different with others.

7.1. Vision and Mission

From previous analysis, the market potential of Ling Zhi is not realized yet, and there is miss perception about Ling Zhi. Hence this venture is created with the vision to foster the healthy daily intake for people. I imagine in the future, Ling Zhi would be used so commonly as tea right now in Vietnam, Taiwan... Actually, in several perspectives, Ling Zhi likes tea, such as:

Ling Zhi that is cultivated in suitable environment and technique is much better than wild Ling Zhi as the harvest time must be very precise; if passing away the right harvest time, Ling Zhi becomes wood; The same with tea leaves, the most expensive tea is growth in the mountain with the right harvest time; the way to brew tea is similar to Ling Zhi, as dipping it into the hot water for a while; tea is bitter, so is Ling Zhi; tea to be used at best when it is hot or at least warm, so does Ling Zhi…

Vision

To realize the vision as offer daily intake Ling Zhi to people, we need some of strategic actions.

First is to create a quality product, it is the most important element of creating a brand. With LingZhi, we identify that qualified Ling Zhi should be cultivated in most suitable environment with the best practice scientific technique. Second is to offer the affordable price so that even low income people could purchase. We have several solutions to offer the affordable price while still have decent profit to sustain our business including: reducing the cost by using technology, finding the right place to have available cheap raw materials, labor and suitable growing

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environment…; using the best and massive distribution channel to get revenue that can offset the margin, we will discuss about the distribution channel in next section. So our mission:

Mission

7.2. Brand Logo, Slogan and Statement.

Following is our logo for our official brand name: HiLAND LingZhi. The logo has the background color at reddish brown which is the color of dried Ling Zhi. The mountain represents the place we cultivate Ling Zhi, it is at the high land surrounded by the mountain which create the ideal climate for Ling Zhi growing up. Inside the last letter D, the image of fresh Ling Zhi with the color at the time that is ideal for the harvest (fresh dark orange color).

Figure 16: Logo of HiLAND Ling Zhi (Source: Designed by the founder’s team)

Slogan

As we focus on the benefit on people’s health when using Ling Zhi. The process and raw materials involve in the spawn and growth of Ling Zhi come from flora, plus the fresh environment with the least intervention from human. So our Slogan represents our idea and process which we cultivate Ling Zhi. And the most important, it transforms to become

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something a gift, to says that we care our consumer’s health.

Following is the brand’s statement that we would like to incorporate to our label, to our advertising and communications:

Brand statement:

7.3. Brand Association and Launching Marketing.

We would like to communicate our five association of our brand as following, it would be consistent in anything we say, act and do to public.

Figure 17: Five associations of the brand (Source: model from Simon Koh, 多品牌成就王品, 2012)

Experience: The feeling of healthier, happier and confidential on the

brand.

User: HiLAND looks like a senior, elegant and healthy lady with her love

toward the cap of Ling Zhi

Organization: Trustworthiness, high commitment on environment and technology.

Identity: Shape of Ling Zhi cap with reddish brown color in the green mountain.

Product: authenticity and good quality with simple and professional packaging

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It’s time to launch the product, here is our launching event to introduce our new brand to the market. It will be conducted after negotiating with supermarket chain to put our product in the shelf, finishing all integration with supermarket distribution and billing system, account receivable and account payable policy…

Table 9: Launching Event Avenue

Agriculture Exhibition, Ho Chi Minh City

Time Beginning of 2019

Approach Hire the agency to plan the launching. Rent the best location and biggest booth.

Budget 200,000,00 VND (~9,500 USD)

Activities 1. Invite Journalists and Scientists

2. Opening speech and welcome performance

3. Teaching how to brew Ling Zhi and invite guests to drink 4. Corner decorated with pictures of cultivation place,

techniques, health benefits.

5. Branded packages available to gift important guests and guests who fill our survey.

(Source: Written by the author)

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