Brand Positioning : The Case Study of Castello Banfi in Hong Kong

Abstract: Program Course: MIMA‐International  Marketing,  Master  Thesis  EF0705   Title  name:   Brand Positioning: The case study of Castello Banfi in Hong Kong   Authors:   Jacopo Nicolò Longhi (851016-T097)                                                                                                                                                                                                                             Pham Thi Diep Linh  (851020-T141) Tutor:    Konstantin Lampou Problem:                      What should be a position for Castello Banfi brand in Hong Kong market? Purpose:   Theoretically, the main purpose of this paper is to study the approach to the positioning of a brand. Practically, the case study of the Banfi brand in Hong Kong market will be studied. Attempts will be made throughout this work in order to identify which position Banfi brand has to achieve for its competitiveness in Hong Kong, and so, the result of the project will be of practical use to the company. Methodology and Methods:  The realist stance will be used to conduct the study. Concerning the data sources, various sources of data have been used. Questionnaire and interviews were used as primary data to collect information about Castello Banfi and its situation in Hong Kong market, as well as the customer needs in Hong Kong. Secondary data, such as online journal, company’s annual report, and websites are also used to collect information regarding the Italian wine industry, the company and its competitors.  Secondary sources like literature are also used for referencing theories and concepts. The main research model is adapted from Kapferer’s. Main concepts are Brand Positioning, Brand Identity. Conclusion:    The positioning of the brand is formed with the study of three main factors which are the competition environment, the target market, and the benefits the brand stands for. Positioning a brand in a specific market is not only to strengthen the distinctive features that the company has to differentiate from the competitors, and also appealing to that market, but it also has to be aligned with the Brand Identity of that brand. In Banfi’s case, it can be concluded that by strengthening the ‘high-class wine consumers’, ‘Tuscan experience’, and ‘value for money’ in the positioning of Banfi, the brand is promising to gain competitive advantage in the market. Key  words:   Castello Banfi, Hong Kong, brand positioning, brand identity, wine.