1. Introduction

Transcription

1. Introduction

Brand Management of E.Excel International, Inc
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1. Introduction
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1. Introduction
My name is Zhang Jing Ya and I am a fashion marketing student at Raffles Design
Institute in Shanghai.
In the last semester of our study we are required to do a Brand strategy doctrine case
analysis as a final graduation assignment.
Report purpose
This module is designed to emphasize the importance of Brand Strategies. The module
will investigate branding strategies, and how a poorly planned co-branding strategy can
confuse customers and devalue a company’s brand in the face of intense competition.
The module articulates brand building, the challenges in branding development, and
designing branding strategies to form competitive barriers that work toward sustainable
market share erosion.
Learning outcomes
Upon successful completion of this module we will be able to:
y
Identify and analyze branding issues in Product Strategy development.
y
Understanding the concept of brand equity how a brand name can be carefully
managed so that the brand equity does not depreciate.
y
Identify how branding campaigns interact with the other business functions to
promote organizational effectiveness and economic resilience.
y
Relate theory to practice, modify applications and identify and offer solutions to brand
management challenges to suit differing organizational constraints and market
conditions.
y
Understand and interpret how current trends will influence the future development of
the industry.
y
Solve business problems supported by a range of both quantitative & qualitative data.
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2. Executive Summary
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2. Executive Summary
Why choose E.Excel International Company
In today’s society, people are paying most attention on their health administration. E.Excel
International Company is famous for its Nutritional Immunology science, excellent
research team, advanced production equipments, and the beautiful promise of “sharing
the gifts of health and knowledge with mankind”.
E.Excel became a successful company gradually in recent years, it is a popular star in
whole Southeast of Asia, but the development road of E.Excel in China is not so smooth
and favoring.
China is a huge and potential market for E.Excel to improve its business plan. The sales
policy, promotion method, strategic management of the company must to be changed and
developed; for the better evolution to E.Excel in the future.
The brief introduction of E.Excel International Company
E. Excel International was founded in 1987 by Dr Jau-Fei Chen as a vehicle to share the
science of Nutritional Immunology with the world.
Dr Chen is passionate about research. E. Excel International has provided Dr Chen the
perfect platform for continuous research on plant foods. She is ably supported by qualified
research personnel and cutting-edge manufacturing methods. Only the highest quality
plant food products can bear the E. Excel brand name.
The company ensures that consumers receive the highest quality products every time.
This uncompromising stand on quality ensures the E. Excel family grows from strength to
strength
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3. The Company
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3. The company
3.1 History
1
○
In 1987, E. Excel International, Inc. was established by Dr
Jau-Fei Chen in Springville, Utah, USA. Its headquarters
and spacious manufacturing plant lie on 15 acres of land at
the base of the Wasatch Mountains. Presently, E. Excel
International is one of the finest health food manufacturers in
the world. E. Excel continues to grow at a rapid rate because
of its commitment to manufacturing the finest quality
products
and
teaching
the
principles
of
Nutritional
Immunology to promote healthy living. Currently, E. Excel International has expanded
from the USA and Canada into Singapore, Malaysia, Taiwan, Korea, Philippines, Thailand,
Hong Kong, China, and many countries in Europe. It is a truly international company.
With each passing year, E. Excel experiences tremendous growth. The company has now
expanded to include manufacturing facilities not only in the USA, but also in Singapore
and Shanghai, to ensure a continued supply of products around the world. Over two
decades since its inception, E. Excel has built a reputation that lives up to its name: Extra
Excellence.
E. Excellers across the globe, from USA and Canada to China, Europe, Hong Kong,
Korea, Malaysia, Philippines, Singapore, Taiwan and Thailand have obtained the gifts of
excellent health, a wonderful career, continued learning, fabulous vacations, access to
quality healthcare and countless avenues to fulfill their dreams. This is the Excellence
Way of Life, a lifestyle that embraces anyone anywhere and gives him or her opportunities
of a lifetime.
E. Excel International also believes strongly in contributing to artistic, cultural and
humanitarian initiatives. Some of our beneficiaries are World Vision International, Mercy
Relief, AIDS patients and children with Down's Syndrome. In addition, educational grants
have been offered in Dr Chen's name to encourage and reward students dedicated
towards scientific research.
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4. Actual Marketing
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4. Actual Marketing
4.1 E. Excel Nutritional Immunology
9
○
The human body is constantly at war; every day the immune system defends against
innumerable threats to our health. But the ability to ultimately win the war against illness
and disease is in our control. We have the best defense known to man - the human
immune system.
E. Excel Nutritional Immunology® is the science that focuses
on the delicate balance between nutrition and our ability to
maintain optimal health. When we eat properly, get sufficient
rest, and exercise regularly our immune systems can function
at peak efficiency. However, when we deprive our bodies of
proper nutrients, our immune system is weakened, making us
susceptible to poor health.
At E. Excel International, we have taken the guesswork out of customers’ diet. The
qualified team of scientists, led by Dr. Jau-Fei Chen, has carefully researched each
ingredient and product formulation, so you never have to wonder if you are getting the
nutrition you need. E.Excel uses whole food ingredients, sourced from all over the world
and harvested at the appropriate time for maximum nutrition. These ingredients are then
tested to ensure that each meets our stringent standards of quality and contains the
highest nutritive value. And the products are designed for lifestyles on the
go—conveniently prepackaged and containing the right combination of herbs to suit
individuals at every stage of life.
9 http://www.eexcel.net/NutritionalImmunology/EExcelNutritionalImmunology/tabid/53/Default.aspx
○
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4.2 Products
It is our brief that eating the right foods today is the start of a healthy tomorrow - a
wholesome diet is vital to maintaining good health. Our dedication to wholesome nutrition
and quality ingredients places E. Excel at the forefront of the nutritional industry. First and
foremost, our goal is to help people build a stronger immune system and improve their
lives. We research, test, and retest our formulations and ingredients until every product
meets the highest standards of quality and effectiveness.
The outcome is a superior line of products that enhances the immune system by providing
the body with maximum nutrition on the cutting edge of scientific research in a convenient
and delicious form.
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Healthy Foods ○
Wholesome Food Series
Daily Nutrition Pack (Triflora)
Daily Nutrition Pack (Evernew)
Symphony of Excellence
Shape of Excellence
Basic Nutrition Drinks
Nutrifresh
Nutrifresh – D
EverNew
EverNew Orange
Evernew – D
Feiron
Wholesome Beverages
Triflora
Li – Dan
Refresh
Herba
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4.3 Price
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Products: Nutritional Food
Wholesome Food Series
Basic Nutrition Drinks
Price Range (RMB)
1,889 – 3,389
217 – 1,078
Wholesome Beverages
250 – 358
Performance Drinks
1,078
Plant Essence Series
354
Whole Food Concentrates
203 – 273
Family Products
Products: Elemente Beauty
35 – 72
Price Range (RMB)
Oxyginberry
822 – 918
Moisture Essentials
450 – 822
Radiance
300 – 450
For Men
300 – 820
Colored Hair Care
300
Pampering
300
Food for Beauty
Elemente Cosmetics
1,120
285 – 798
Pricing in China is competitive, as other countries are more protected, or do not have such
a large domestic manufacturer bases as China.
As a multi-national with superior products, the price reflects the quality and character of
E.Excel products, E.Excel also thought the need of customers, provides the logical price
which can afford by customers.
15 E. Excel Product Catalog 2007
○
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4.4 Place
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E.Excel (Shanghai) Co, Ltd is located in the 7th Building, Fortune Plaza, No. 198, Puming
Road, which is the head office of China.
“Committed to excellence” is an apt description of E.Excel Intentional central tenet and
working attitude. The insistence on and pursuit of excellence is clearly evident in the
products and corporate management style of E.Excel Shanghai. It spared no expense to
locate its office building in the heart of Shanghai’s most prosperous financial district – the
Lu Jia Zui Financial & Trade Zone. On top of that, it spared no effort to ensure that only the
best is used in its office’s design, layout fittings and facilities. The business centre reflects
the status of E.Excel, build up well company image.
E.Excel Shanghai also set up its own manufacturing facilities in Songjiang District.
Equipped with some of the world’s most advanced production facilities and using stringent
test processes, it produces safe, effective and convenient products to share with the
world.
E.Excel retailing franchised store sell in direct marketing, opened more than 600 stores in
more than 32 cities and districts all around China. E.Excel products are getting in touch
with people’s daily life gradually.
16 http://www.eexcel.com.cn/lx/lx.asp
○
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4.5 Promotion
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Preferential event
During the important festivals, E.Excel would launch the special gift package with
discount.
VIP can enjoy the discount in 19% off.
Book, Magazine & Video
High quality printed magazine share in company employees and existing customers.
Video of products introduction and Nutritional Immunology seminar also shared in
company employees and existing customers.
Nutritional Immunology seminar and new products launching event
Dr. Jau-Fei Chen always launches the seminars of Nutritional Immunology in universities
and public auditoria, in order to let people know Nutritional Immunology knowledge and
E.Excel through the seminar.
When there are new products would be launched, the company will open a degustation
meeting; share the new products to masters and customers.
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Celebration and encouragement travel
In 2007 E.Excel International turns 20, a year of
celebration and joy of how far it has come.
E.Excel celebrate with global E.Excel family last
year, on the celebration, E.Excel present and
share the precious non-launched products to
E.Excel masters and partners, in order to
encourage them get the higher achievement in next year.
When E.Excel master get the high achievement, E.Excel provides the chance of free
travel, when they are traveling, the masters can share and communicate their harvest of
sales and study.
TV, graphic advertising
E.Excel is a low-pitched company, so it didn’t do any
TV or graphic advertising.
Not only TV and graphic advertising, but also E.Excel
doesn’t promote on billboard.
Dr. Jau-Fei Chen give a speech in TV program just as
a doctor career, but not publicize for company.
17 http://www.eexcel.com.cn/fx/fx.asp
○
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18
Charity sponsor ○
In spreading Dr. Jau-Fei Chen‘s message of health,
she has undertaken an additional responsibility –
touching and improving the lives of the less
privileged. Under the leadership of Dr. Chen, the
E.Excel family has brought new hope and a helping
hand to many less able but high-spirited members of the world community. One such
beneficiary is the China Disabled People’s Performing Art Troupe.
The E.Excel family also supports World Vision
International, a non-profit humanitarian organization
that aims to improve the lives of those cruelly affected
by war, poverty and other adversities, around the
world. Support is given not only in dollars and cents
but also as mental, emotional and social encouragement for their activities.
In addition to the above, the E.Excel family also
works closely with other welfare organizations.
Marginalized members of society, such as those
with HIV/AIDS and physical deformities, are given
much welcome financial and moral support. To
reward their pursuit of knowledge, students with a passion for science and research are
offered scholarship programs in Dr. Chen’s name.
It takes just one pebble to create a ripple in a pond. But the effects are far-reaching.
Guided by a generous founder, the E.Excel family aims to cast many more humanitarian
pebbles into the waters of the world community.
Through the charity business to enhance the
company awareness, and extend the effect. Its aim
is not only to share a message of health but also a
message of hope that an extra hand can make the
impossible possible.
18 A profile of excellence page 32
○
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4.6 SWOT
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○
Strength
Processing and Standardization
Research is an integral part of E. Excel's mission. It allows us to
keep abreast of the very latest scientific discoveries so that we,
in turn, can apply this knowledge to creating the finest products
in the industry. Ongoing research plays a crucial role in the
development of new products and the refinement of existing
ones. It offers further insights into the science of Nutritional
Immunology, and allows us to continually explore the beneficial
properties of plant foods. E. Excel products are the result of a
detailed process that is carefully controlled from beginning to
end.
The growth and harvesting of E. Excel's plant foods is a crucial
first step in product development. Each plant must be cultivated
in just the right climate for optimal growth. Temperature,
exposure to sunlight, fertilization, moisture, and soil conditions
all must be carefully monitored for each plant to retain the
maximum amount of nutrients. E. Excel plant foods are harvested only when their
nutrients are most plentiful. Careful research has revealed which parts of certain plants
contain the most nutrients. We select only the highest grade of plant foods for our
products, and carefully maintain the balance in every formulation.
Processing is the next step in manufacturing E. Excel products. This is required to prevent
the loss of phytochemicals after a plant is harvested. The longer a plant remains uneaten
or unprocessed, the more nutrients it loses. Although there are many different methods of
processing available, every plant food has one ideal method for preserving its unique
combination of nutrients. Some plants require heat to destroy toxicity, and other plants
cannot be exposed to heat or valuable nutrients will be lost.
Using the latest technology available on the market, we employ methods such as
freeze-drying and spray drying to process our whole foods. Highly specialized equipment
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allows us to carry out the processing techniques quickly and efficiently to ensure that our
plant foods are processed under optimal conditions.
To ensure consistent, high quality nutrition in every formulation, E. Excel scientists
perform regular tests for quality control. Every plant food we use must pass the same high
standards of excellence. The plants are tested for contamination of any kind before they
are used to manufacture E. Excel products. Anything less than the highest quality is
rejected. We conduct product tests at various stages of the manufacturing process to
determine product efficacy. This practice makes it possible to produce pure, healthy
products ideal for strengthening the immune system.
Good health is perhaps the most important thing that anyone can ask for, and we are
committed to helping you achieve this goal by providing the finest whole food products
available anywhere. Because our products are consumed by the old, young and people of
every age in between, we have taken on the responsibility to ensure that every product
meets E. Excel's high standards of excellence. So that the public praise of customers is
high and fine.
Weakness
Without any TV and Graphic advertising, the company is not very famous in China now.
Company political system always change, makes store holders and customers confused.
Internet stores sell products in a very low price, with illegal discount. The source of
product is unclear, it is possible the products are fake, breaks the customer credit.
Opportunity
The launch of direct marketing law, the customers’ requirement of nutritional products, and
the large development area of Chinese market provide the grandiose opportunity to
E.Excel.
Health products are popular in Chinese market, especially in gymnasium, vegetarian
circle; E.Excel can get the high sales market by its good public praise.
Threat
Too many same type products competitors, too many fake products, people don’t know
how to choose the best and right one. Fake products break the brand loyalty of customers.
Clients always love the new and loathe the old, attracted by the latest products.
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4.7 PEST
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○
Political
Because E.Excel is a pyramid selling company in foreign countries; pyramid selling in
China is illegal, so E.Excel in China is direct marketing selling system. In 2005, China
government launched the latest law of direct marketing, direct marketing is legal, and the
selling road of E.Excel in China is bright and considerable.
Economic
The trend of commodity prices in China is upwards this year, relatively speaking, the price
of original produce materials increases, the sales price of E.Excel is not changed, and
people would like to buy E.Excel products.
Social
People pay more attention on healthy management in their daily life, they care about what
they eat, how they eat, are their eating healthy or not, how to eat mote health.
E.Excel products can satisfy their requirement.
Technological
Digital period is coming; almost everything is related to digital. E.Excel has a full set of
refining equipment, complete automated computer-controlled equipment, and a series of
advanced production equipment. E.Excel takes full advantage of digital technology.
World-class processing facilities controlled by a computer center effectively prevent cross
pollution to ensure the highest product quality.
A uniform, fast and accurate production process brings about high quality products.
A standardized, strictly controlled flow production leads to high productivity.
Unique freeze-drying facilities effectively remove impurities while retaining the ingredients’
original color, taste and nutrients.
Get easy access to optimal nutrition in the form of small capsules.
E.Excel unique food powder products cater to consumer’s busy lifestyle.
20 A review of E. Excel International
○
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5. Brand Assessment
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5. Brand Assessment
Current situation
The world’s famous nutritional food company, provides the excellent products to
customers
In 1987, E. Excel International, Inc. was established by Dr Jau-Fei Chen in Springville,
Utah, USA. Its headquarters and spacious manufacturing plant lie on 15 acres of land at
the base of the Wasatch Mountains. Presently, E. Excel International is one of the finest
health food manufacturers in the world. E. Excel continues to grow at a rapid rate because
of its commitment to manufacturing the finest quality products and teaching the principles
of Nutritional Immunology to promote healthy living. Currently, E. Excel International has
expanded from the USA and Canada into Singapore, Malaysia, Taiwan, Korea, Philippines,
Thailand, Hong Kong, China, and many countries in Europe. It is a truly international
company.
With each passing year, E. Excel experiences tremendous growth. The company has now
expanded to include manufacturing facilities not only in the USA, but also in Singapore
and Shanghai, to ensure a continued supply of products around the world. Over two
decades since its inception, E. Excel has built a reputation that lives up to its name:
Excellence.
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7. Brand Blueprint
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7. Brand Blueprint
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○
7.1 Brand name
The meaning of E.Excel’s name
The meaning of E.Excel’s Chinese name “丞燕” is akin to the symbolism of the swallow in
the E.Excel logo. The company dreamed of representing Excellence. From our dreams
came our name – E.Excel International. The E. represents Extra, with Excel symbolizing
our pursuit of Excellence. This corporate philosophy is not just firmly engrained in the way
the Company is run, but also reflected in its product research and development. E.Excel
will always pursue excellence and insist on perfection in all areas, including research,
development, technologies and product quality.
7.2 Brand logo
Extend your wings and soar
Why is the swallow chosen to be in the E.Excel logo?
The swallow may be a small, graceful bird but it has powerful wings that enable it to fly
great distances. The swallow is an explorer, found in many parts of the world, and will
travel thousands of miles each year to reach its seasonal destination. Swallows also have
an innate sense of unity. As each swallow flaps its wings, it creates an uplift for the birds
that follow. When a swallow is injured, two swallows will follow it to help and protect it.
Such team spirit is central to the E.Excel family.
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11. Conclusion
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11. Conclusion
Through the brand assessment of E. Excel, we can know that E. Excel is a genuine brand.
It has a high commitment to their employees and customers, the company try its best to
satisfy its customers’ needs, and they did many event to promote their brand promise and
culture, to enforce the brand image. But E. Excel still has the huge space can be improved
to let it be stronger.
As a genuine brand, E. Excel is not only should pay attention on what they have done,
such as the brand promise they deliver to consumers, satisfy the customers’ needs, etc;
but also should focus on what they have to do, like get more market share, to exceed
Amway become the leader of nutritious food industry.
From 1987 till now, it has been 20 years since E. Excel’s inception. But one thing remains
the same despite the passage of time: the continuous efforts in R&D, in sparing no
expense to ensure perfection in every product, and the spirit of staying true to its mission
of benefiting mankind.
For 20 years, E. Excel has been disseminating the seeds of knowledge of Nutritional
Immunology from the USA to all over the world, such as Canada, China, Europe, Hong
Kong, Taiwan, Korea, Malaysia and Thailand. Today, E. Excellers can be found all over
the globe staying true to one mission: Dr Jau-Fei Chen’s dream of creating a disease-free
world. And in the future, together with the combined efforts of E. Excellers, E. Excel will
lead Nutritional Immunology into the lives of many, and all over the world.
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1. Introduction

Transcription

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