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
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.
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:

by focusing on people who are less committed to the Vitasoy brand, we have much
more potential to grow.

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.

Finally , Increasing the brand recognition should be priority from children

to adult
Targeting
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

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.

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.