Harvard Case - Jiaduobao: Transferring Brand Associations from Wang Laoji
"Jiaduobao: Transferring Brand Associations from Wang Laoji" Harvard business case study is written by Yuping Du, Meng Wu, Randall O. Chang. It deals with the challenges in the field of Marketing. The case study is 8 page(s) long and it was first published on : Sep 15, 2016
At Fern Fort University, we recommend Jiaduobao adopt a multi-pronged approach to leverage the positive brand associations established by Wang Laoji while building its own distinct identity. This strategy involves a combination of leveraging existing brand equity, strategic product positioning, targeted marketing campaigns, and innovative product development.
2. Background
The case study focuses on Jiaduobao, a Chinese herbal tea beverage company, facing the challenge of establishing its own brand identity after acquiring Wang Laoji, a well-established and popular brand. Jiaduobao inherited Wang Laoji's strong brand recognition and consumer loyalty but needed to differentiate itself to avoid cannibalizing its own sales and maintain market share.
The main protagonists are the management team at Jiaduobao, who are responsible for navigating this complex transition and developing a successful brand strategy.
3. Analysis of the Case Study
Strategic Framework: This case study can be analyzed using the Brand Positioning framework, which focuses on creating a unique and compelling position for a brand in the minds of consumers.
Key Findings:
- Strong Brand Equity: Wang Laoji possessed strong brand equity, including positive associations with health, taste, and cultural significance.
- Brand Confusion: Consumers were confused by the ownership change, leading to uncertainty about the relationship between Wang Laoji and Jiaduobao.
- Competitive Landscape: The herbal tea beverage market was highly competitive, with established players like Red Bull and other emerging brands.
- Product Differentiation: Jiaduobao needed to develop a distinct product offering and messaging to differentiate itself from Wang Laoji.
Analysis:
- Consumer Behavior Analysis: Understanding consumer perceptions of Wang Laoji and Jiaduobao was crucial. Market research and consumer surveys could identify key associations, preferences, and potential areas for differentiation.
- Competitive Analysis: Analyzing the competitive landscape helped identify key competitors, their strengths and weaknesses, and opportunities for differentiation.
- Product Lifecycle Management: Understanding the product lifecycle of both brands was essential for developing a strategy that leveraged the established brand equity of Wang Laoji while building a new identity for Jiaduobao.
- Value Proposition Development: Defining a clear and compelling value proposition for Jiaduobao was crucial for attracting and retaining customers. This involved highlighting unique product features, benefits, and brand values.
4. Recommendations
1. Leverage Existing Brand Equity:
- Co-branding: Initially, Jiaduobao could leverage the strong brand equity of Wang Laoji by co-branding products, highlighting the connection between the two brands. This could help maintain consumer trust and familiarity.
- Cross-promotional campaigns: Joint advertising and marketing campaigns could be implemented to reinforce the connection between the two brands and introduce Jiaduobao to consumers.
2. Strategic Product Positioning:
- Product Differentiation: Jiaduobao should develop a distinct product offering and messaging to differentiate itself from Wang Laoji. This could involve focusing on unique ingredients, taste profiles, or health benefits.
- Product Innovation: Investing in product innovation and developing new product lines could help Jiaduobao further differentiate itself and cater to evolving consumer preferences.
3. Targeted Marketing Campaigns:
- Market Segmentation: Identifying specific target markets for Jiaduobao and tailoring marketing messages accordingly. This could involve targeting younger consumers, health-conscious individuals, or specific geographic regions.
- Digital Marketing Strategies: Leveraging digital marketing channels, including social media, search engine optimization (SEO), and online advertising, to reach target audiences and build brand awareness.
- Integrated Marketing Communications: Developing a comprehensive marketing communication strategy that integrates traditional and digital channels to create a consistent brand experience.
4. Brand Building Activities:
- Brand Storytelling: Developing compelling narratives about the origins, values, and benefits of Jiaduobao to connect with consumers on an emotional level.
- Influencer Marketing: Partnering with relevant influencers to promote Jiaduobao and reach new audiences.
- Public Relations: Engaging in strategic public relations activities to build positive brand perception and generate media coverage.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with Jiaduobao's core competencies in herbal tea production and its mission to provide healthy and refreshing beverages.
- External customers and internal clients: The recommendations address the needs of both external customers (consumers) and internal clients (employees) by focusing on building brand trust, delivering value, and creating a positive work environment.
- Competitors: The recommendations consider the competitive landscape and aim to differentiate Jiaduobao from existing players in the herbal tea beverage market.
- Attractiveness: The recommendations are expected to be attractive to Jiaduobao due to their potential to increase brand awareness, market share, and profitability.
6. Conclusion
By implementing these recommendations, Jiaduobao can successfully leverage the positive brand associations established by Wang Laoji while building its own distinct identity. This will involve a strategic combination of leveraging existing brand equity, differentiating product offerings, targeting specific consumer segments, and creating a strong brand narrative. This approach will help Jiaduobao achieve sustainable growth and maintain its position as a leading player in the herbal tea beverage market.
7. Discussion
Alternatives:
- Abandoning the Wang Laoji brand: This option would involve completely distancing Jiaduobao from Wang Laoji, potentially alienating loyal customers and losing valuable brand equity.
- Focusing solely on brand extension: This option would involve exclusively leveraging the Wang Laoji brand and expanding its product line, potentially limiting Jiaduobao's growth potential and brand recognition.
Risks:
- Consumer backlash: Consumers may resist the transition from Wang Laoji to Jiaduobao, leading to a decline in sales and brand loyalty.
- Competitive pressure: Established competitors may aggressively counter Jiaduobao's marketing efforts, making it difficult to gain market share.
- Product development challenges: Developing new and innovative products that meet consumer expectations and differentiate Jiaduobao from competitors may be challenging.
Key Assumptions:
- Consumer willingness to accept change: Consumers will be open to embracing Jiaduobao as a separate brand while maintaining a positive perception of Wang Laoji.
- Effective marketing execution: Jiaduobao will successfully implement its marketing strategies to reach target audiences and build brand awareness.
- Successful product innovation: Jiaduobao will develop new and innovative products that resonate with consumers and drive sales.
8. Next Steps
- Conduct market research: Gather data on consumer perceptions of Wang Laoji and Jiaduobao to inform marketing strategies.
- Develop a comprehensive brand strategy: Define the brand positioning, target audience, and key messaging for Jiaduobao.
- Launch targeted marketing campaigns: Implement a multi-channel marketing strategy to reach target audiences and build brand awareness.
- Introduce new product lines: Develop and launch new products that differentiate Jiaduobao from Wang Laoji and cater to evolving consumer preferences.
- Monitor market performance: Track key metrics such as sales, brand awareness, and consumer sentiment to evaluate the effectiveness of the strategy and make necessary adjustments.
By taking these steps, Jiaduobao can successfully navigate the transition from Wang Laoji and establish itself as a strong and independent brand in the herbal tea beverage market.
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Case Description
With a rich history stretching back to the 19th century, Wang Laoji herbal tea was one of the most popular drinks in China. The tea was sold in a green-box version by Wang Laoji and a red-can version licensed to Jiaduobao Beverage Co. Ltd. (Jiaduobao Beverage), but in 2012 the right to use the Wang Laoji name was lost by Jiaduobao Beverage following a legal dispute. Jiaduobao Beverage had to quickly transfer brand associations from Wang Laoji to its own brand and retain consumer loyalty. But was it successful in doing so? Did Jiaduobao Beverage enhance its brand equity through transferring Wang Laoji's brand associations? What could Wang Laoji do to counter its loss of brand equity?
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