Rogier van der Weyden Biography

Rogier van der Weyden Biography Rogier van der Weyden, one of the most well-known and influential Netherlandish painters of the fifteenth century, was born in the city of Tournai in Belgium in about 1400. A son of a cutler, after completing his apprenticeship with Robert Campin, he moved to Brussels where he was made the official painter to the city. He also undertook important commissions for the greatest members of the Burgundian court, including the famous Duke Philip the Good. His career was extremely successful. He quickly established a prosperous workshop and an international reputation. Van der Weydens powerful religious paintings reflect an intense personal belief; his portraits are often characterised by a tender, reflective godliness. His expressive, naturalistic style was widely imitated, and set the pattern for Netherlandish painting and had a profound effect on Europe as a whole. Brussels Official Painter About 1427 Rogier van der Weyden was apprenticed to Robert Campin, then a leading painter of Tournai. Because the age of twenty six would have been rather late for doing that, some scholars argue that the painter probably only formally registered when he saw the possibility of establishing himself as an independent master. In his article on van der Weyden for example, A.J. Wauters points out that no text now remains, by which accuracy of the statement that Rogier began his apprenticeship in 1427, as made by the copyist of the register of painters of Tournai, called Recuiel de St. Luc, can be tested. For him the date seems improbable as Rogier was then already a husband of Elisabeth Goffaert and the father of a son named Corneille. It is almost certain for the author, that the copyist must have made a mistake, perhaps writing 1427 instead 1417. And, as early as 17th of November 1426, on one of Rogiers visits to Tournai, the Magistrate offered him the wine of honour, in recognition of the gleam which he castes on his town. His career had opened already then, under the greatest patronage, says Wauters. In French-speaking Tournai, Rogier was known as de la Pasture. The name was translated to Van der Weyden when he moved to Flemish Brussels. Before 1435, he settled there and was appointed official painter to the city. The new title led to official commissions such as the four panels on the theme of justice painted for the court room of the Town Hall. They illustrated the justice of Trajan and Herkinbald, a legendary Duke of Brabant, and were intended as a permanent reminder to the judges of their well-known family. This vast project must have taken several years to complete. The first panel bears the date 1439, and it is assumed that the others were finished in the 1440s. Rogier may have worked as a sculptor before he became a painter. As a rule, painters in those days were familiar with sculpture. Not only did they polychrome statuary, but one of the challenges to the art of painting was to create the illusion of sculpture, especially on the outsides of the shutters of an altarpiece. Rogiers father is said to have been a sculptor, and Robert Campin is mentioned as both, painter and sculptor. The artist was involved in various works for the city, including designs for decorative schemes and sculptures. It seems that Van der Weyden did not have to travel in search for employment, as we know of only one journey: in 1450 he went to Italy, visited Rome and Ferrara (the portrait of Lionello dEste dates from this time, the altar panels at Frankfort and Florence are likely of the same period). The Major Commissions His employment as town painter did not stop van der Weyden accepting other commissions. Rogier did a great deal of portrait paintings, particularly because after Jan Van Eycks death he was the most renowned painter in the Netherlands. In his time, the court resided mainly in Brussels, where it claimed his services, and the demand for portraits of nobility gradually grew. Brussels was a favourite residence of the Burgundian duke, Philip the Good, for whom Rogier worked, although he was never made an official court painter like Jan van Eyck. It was, however, van der Weyden who produced the most popular portraits of Philip and his son Charles the Bold. The painter attempted to create an ideal image of the Duke. That was exactly what the contemporaries wanted, so his portraiture made van der Weyden very successful and popular. He was sought after by the grandest nobleman and bourgeoisie, who wanted him to record their faces for posterity. Members of the Burgundian court, such as Philips illegitimate son Antony, also turned to him for portraits, often wanting their own images eternalized in adoration of the divine in a diptych format. Commissions for more public works, especially large altarpieces, also came van der Weydens way. An example is the great Last Judgment altarpiece ordered by the fabulously wealthy Burgundian chancellor, Nicholas Rolin and his very religious third wife, Guigonne de Salins. The work was commissioned for Rolins hospital in the Hotel-Dieu in Beaune, where it still hangs. Constructing of the hospital was accepted by Pope Eugenius IV in 1441. The dedication of hospital was to St. Anthony, who is shown in the shutter of the picture (the dedication was changed by Pope Nicolas V to St. John the Baptist, who is prominent in the interior scene of the Last Judgment ). The work began in 1443. The polyptych is the artists largest work, made of fifteen panels of different sizes. It was placed in the end of the nave, behind the altar, in a chapel separated from the nave by a wooden partition, through which patients could fallow the mass from their hospital beds. It was also the tradition to open the wings of the polyptych on Sundays and feast days. Jean Chevrot, the Bishop of Turnai, had Van der Weyden paint the triptych of the Seven Sacraments, which are: Baptism, Communion, Confirmation, Confession, Extreme Unction, Holy Orders and Matrimony. The masterpiece is a good example of a big appeal the Christian sacraments had in early Netherlandish painting. The acts are presented around the central Crucifixion scene. The importance of the central panel is emphasised by enlarged figures. The figures of St. John and Mary overcame with grief are characteristic feature in Rogiers art. The magnificent Descent from the Cross was commissioned by the Louvain Archers Guild. As an altarpiece it was intended for a chapel in Louvain, but fell into Spanish hands in the sixteenth century. Today, it is on display in the Prado in Madrid. Christs pale body is being taken down from the cross by Joseph of Arimathea and Nicodemus. The corpse is almost immaculate and shiny apart from his bloody wounds. The crown of thorns hurt his forehead; a Roman soldier stubbed his midriff with his spear; here are the holes in Jesus hands and feet. This is the central scene of the picture. The corps forms a bow with the upper arm of his mother Mary Magdalene. Her immense sorrow causes her to collapse. In her fall, her body takes on the same shape as her sons, implying that her co-suffering. Susie Nash In Northern Renaissance Art points out, that apart from underlining the Virgins co-passion, Jesus and her poses are also brilliantly designed to refer to the patrons of the work, since both evoke the shape of a crossbow. Thus while the actual crossbows in the image are tiny, hanging from the tracery in the corners, the poses of Christ and the Virgin stamp the guilds identity on this work in an unmissable way. Each figure in the painting seems to be in the precise place. The sense of movement is limited on every side. Caught in sculptural form, grief and sorrow have nowhere to go remarks Max Frielà ¤nder. Despite the busy narrative and all the figures taking part, Van der Weyden managed to build a convincing and intimate atmosphere, without giving a viewer a sense of crowdedness. The picture combines telling details with dramatic spatial density and unstable rhythm. Like Jan van Eyck, Rogier had the rare ability to combine grandeur of forma and delicacy of detail. The figures are almost life-size and their torment is expressed so passionately that it overwhelms the viewer completely. Rogier van der Weyden often found an inspiration in the genius of Jan van Eyck. Madonna with St. Luke is an example of the influence van Eycks Rolin Madonna had on Rogier. As the town painter of Brussels he must have know and adored this masterpiece, but at the same time he departed from van Eyck with new motifs and ideas, which were later used in his own workshop. Typical of the art of van Eyck is the striking atmospheric effect of chiaroscuro. Rogier took over the external elements of the setting, the hall with the three apertures opening on the garden completed by a wall, the two figures with their backs to the spectator, and the view of both banks of the river. To the younger master the architectural solutions of the elder artist seemed, above all other things, to be worth imitating. Van der Weydens Madonna, as a completely independent representation of this subject, established a new convention. Rogiers saint Luke is not himself painting the Mother of God, like in the earlier pictures, but recording the silverpoint sketch. In Rogiers works is was the content the mattered the most. In order to make the importance of the religious meaning stronger, he returned to the dominance of line (the contour was the main tool of expression in fourteenth century art). His figures and surrounding them architecture are always clearly and expressively outl ined. The monumental Escorial Crucifixion is the largest single panel by the artist. Rogier van der Weyden presented it himself to the Carthusian monastery of Scheut near Brussels in the en of his life, after his eldest son Corneille entered the Carthusian monastery. The monks sold the painting in 1555 to Philip II of Spain. The King placed the painting in the Escorial, where, in the late seventeenth century, it was badly damaged in a fire, which, along with following restorations, left the masterpiece in a very bad state of preservation. The three figures seem very isolated. The figure of Saint John and Saint Mary represent two corresponding images of sorrow. This and their earnest faces make the narrative of the picture hard to read. Unlike his Descent from the Cross, this scene is placed in a stone niche, not in an altar shrine. The artists painted the figures of Virgin Mary and Saint John where we would rather expect sculpture, which reminds us of the cut in stone, monumental Crucifixion groups.We could still see them today in some churches. The stone-coloured garments, with definite, harsh folds, emphasize the sculptural quality of the picture and may also suggest the white habits of the Carthusian monks. The sculptures were often placed against real or painted fabrics. Rogier used a bright red cloth of honour, which, contrasting with the delicate tones of the panel, emphasises the overall emotional effect of the figures and presents them as saints. Van der Weyden lived in prosperity since arriving in Brussels, and later, as a successful painter in great demand, managed to increase his fortune greatly over the thirty years of his career. No wonder than that he could afford the donation of his huge Crucifixion to the monastery in Scheut, which must have meant a considerable devotion of time and money. Rogier had also enough funds for a number of other gifts to churches in Brussels, and donations to the destitute. Van der Weyden died in 1464 and was buried in the cathedral of Brussels, Saint Gudule. The artists genius was honoured with a requiem service. Van der Weydens son, his grandson, and his great-grandson, all became painters, but none of them shared his success. Conclusion Rogiers influence and fame reached far and wide from Brussels, all the way to Germany, Italy and Spain. In the studios of the Netherlands it ruled pictorial invention and methods of work throughout the second half of the century. Van der Weyden run a large workshop where copies were being made to his design. The students later repeated Rogiers compositional ideas, with more or less success. In van der Weydens time there was no simple divide between ecclesiastical and secular patronage. The bishops and heads of religious houses often came from the same noble families as the courtiers. All the personages who have been identified as donors of altarpiece of Rogiers hand (Pieter Bladelin, Nicolas Rolin, Jean de Chevrot, the Bishop of Tournai) were eminent men who had grown great in the favour of the court. His art was well suited to express the sombre splendour of secular as well as religious ceremonial, and it appealed especially to the dignitaries of the church. The position Van der Weyden had achieved through his art could be illustrated by his association with the highest levels of society. He belonged to the prestigious confraternity of the Holy Cross in the church of St-Jacques-sur-Coudenberg and prospered sufficiently to make not only investments in Tournai stock but also, as I have already mentioned, he was able to present religious foundations with gifts, particularly to the Carterhouses of Scheut and Herinnes where his son was a monk. However, the access to one of the greatest painters of the age was not restricted to dignitaries of church and state. Van der Weydens service was available to all who could afford it. Corporate commissions, such as that of the Louvain Archers Guild for the Descent from the Cross, could involve lower-ranking members of society in the commissioning the work of art. The Descent from the Cross is probably Rogier van der Weydens most impressive work. According to Davies, this picture alone makes it easy to credit that Rogier was the dominating painter of the north in the fifteenth century: A sentiment of pity, so much then in peoples minds, clear presentation of forms easily recognised; strong and sincere piety; spirituality without strangeness; technical mastery. The Descent from the Cross made a profound impression on his contemporaries, as testified by many copies and copies and imitations, and it almost certainly established Rogiers fame. Susie Nash adds: The originality of these figu res, and the beauty of their shapes were so powerful that artists repeated them throughout Europe for a hundred of years: this is arguably the most influential painting of the fifteenth century. In Early Netherlandish Art Max Frielà ¤nder talks about two cogent reasons why Rogier van der Weyden became the most influential painter of the fifteenth century outside Italy: firstly, his retrospective, completely non-revolutionary art was in harmony with the traditional tendencies still existing everywhere, and secondly, the essential character of his style proclaimed itself, not, as in the works in van Eyck, in the execution, but in the design, for which reason it was easier to learn and led to a more or less satisfactory result, even if the pupil was incapable of rising to the height of master ship. Even a retrospective artist is, however, up to a certain point, limited to the artistic tendencies of his own time. Van der Weyden was often obedient to the stylistic demands of the new naturalism. He had to struggle to achieve a certain lifelikeness of effect, which in his works, is not an essential factor as it is in the works of Robert Campin and van Eyck. This is why fifteenth c entury painters outside the Netherlands, especially the Germans Spaniards, and French, became familiar with the new Flemish realism through the works of the most naturalistic of all old Netherlandish masters. Rogiers influence goes into breadth. His contribution consists of ideas, types, themes, joy and the sound of music on the one hand, dramatic tension and moral grandeur on the other. Bibiography Ludwig Baldass, Jan van Eyck, Phaidon Publishers Inc., New York, 1952 Jan Bialostocki, Sztuka cenniejsza niz zloto, Tom 1., Panstwowe Wydawnictwo Naukowe, Warszawa 1991; Adam Bochnak, Historia Sztuki Nowozytnej, Tom 1., Panstwowe Wydawnictow Naukowe, Warszawa Krakow 1985; Davies M., Netherlandish Primitives: Rogier van der Weyden and Robert Campin, The Burlington Magazine for Connoisseurs, Vol. 71, No. 141 (Sep., 1937), pp. 140-145, Valentin Denis, All the Paintings of Jan Van Eyck, Vol. IV in the Complete Library of World Art, Oldbourne Press, London 1961; Brian Fallon, Van Eyck, Studies: An Irish Quarterly Review, Vol. 71. No. 284 (Winter 1982), pp. 360-377; Max Friedlà ¤nder, Early Netherlandish Painting, Vol. I, The Van Eycks Petrus Christus, A.W. Sijthoff, Leyden 1967; Max Friedlà ¤nder, Early Netherlandish Painting, From Van Eyck to Bruegel, Phaidon Press Ltd., London 1956; Davies M., Rogier van der Weyden. An essay with a critical catalogue of paintings assigned to him and to Robert Campin, Phaidon Press Ltd., London 1972; Susie Nash, Northern Renaissance Art, Oxford University Press, 2008 Wauters A.J., Rogier van der Weyden I, The Burlington Magazine for Connoisseurs, Vol. 22, No. 116 (Nov., 1912), pp. 75-82; http://hoocher.com/Rogier_van_der_Weyden/Rogier_van_der_Weyden.htm http://www.nationalgellery.org.uk http://artbible.info http://www.wga.hu

The Bubonic Plague (Black Death)

The pandemic of the bubonic plague swept across Europe in 1347 and spread to England in 1348. It is known today as the Black Death. During these years, the plague affected the lives of people all across England and killed over half of England's population. It’s impact was enormous, not only because of the rapid decrease in the population but because of the pessimism, fear and suspicion. â€Å"Plague is a deadly infectious disease that is caused by the enterobacteria, Yersinia pestis. Primarily carried by rodents (most notably rats) and spread to humans via fleas† – Wikipedia The plague caused a huge decline in England's population.It killed over 5 million people (70% of the population) Some of the first symptoms were vomiting, giddiness, headaches, shivering, tongue turns white, and intolerance to light. Some of the later symptoms are pains in the joints, breaking blood vessels, internal bleeding, and skin turning black (the result of the dried blood from interna l bleeding) During the plague peasants left their jobs because they were afraid they would get the Black Death and die. Many also left for other villages to find new jobs, better wages and conditions.Since there wasn’t many farmers to make food, the price of food went up during the plague. There were not enough people to look after animals and crops, so they died too. Some people in urban areas died, not from Bubonic Plague but from starvation. Some villages became completely abandoned because of the villagers evacuating. Because of the Black Plague villages faced starvation. Town and cities faced food shortages as the villages that surrounded them could not provide them with enough food. A big consequence of the Black Death was inflation – the price of food went up creating more labour for the poor.In some parts of England, food prices went up by four times. Many Lords were short of desperately needed labour for the land that they owned. After the Black Death, Lords e ncouraged peasant to leave their villages and come work for them. When peasants did this, the Lord refused to let them return to their original village. The peasants started demanding higher wages as they knew that the Lord was desperate to get his harvest. The Black Death brought great depression that was felt through out England and affected the lives of millions, it is one of the most lethal disease out breaks in history.

Marketing plan about Tan Hiep Phat

Marketing Environment HTTP owns a modern production line and performs very well in managing quality tit international standard such as ‘SO, and others. Moreover, they have invested significantly in research and development. One of the important strengths of the company is that they have a strong distribution system. HTTP also has some limitations. The company has only one factory which cannot provide enough products to the market. In addition, the customer service of the company underperformed is another disadvantage.The limited liability company is going to develop to Join-stock company for its benefit of such organizational structure. The weather of Vietnam creates a great opportunities for the support of tea. Therefore, HTTP has a large number of supporters. Moreover, the development of technology fosters the communication between customers and producer more easily and inexpensively. Although there are great opportunities, HTTP is suffering from competitive pressure. While t he direct competitor – CO has dominated a large proportion of market, there are so many substitute products for consumers to choose for the same need.Furthermore, the unstable economy has made some impact on the input and purchase process. Target Market The target market of Zero Degree Green Tea is Vietnamese young adults who account or a large proportion of population in Vietnam. Zero Degree Green Tea aims to be a convenient drink that is good for health and has good taste in top of consumers' mind. Marketing Mix HTTP provides many kinds of green tea in the product line which satisfy different taste of target consumers. The Zero Degree Green Tea is produced by modern technology and contain healthy components such as vitamins.The product is packaged in PET bottle which is reusable. The bottle is designed with green color, so it looks fresh and eye-catching to target consumers. At the beginning, HTTP follows the skimming price strategy with the Zero Degree Green Tea product. T hey want consumers to know that the product has good quality and healthy. At the current time, Zero Degree Green Tea has been set at the market price to compete with other competitors. Promotion strategy of Zero Degree Green Tea focuses on media advertising.In addition, some sales promotion programs were implemented to attract its target market. Products provided by HTTP take advantage from the reputation of the company including Zero Degree Green Tea. HTTP has built good relations with society and media in variety of social activities. HTTP has invested 50 million dollar in striation and facilities. There are two new factories have been built in Chug Alai and Ha Name to provide inventory for the market in the Middle and the North of Vietnam. Zero Degree Green Tea is distributed intensively to the market through many intermediaries.Company Description Tan Hippie Path was well known as Ben Than bear before. It was established in 1994 by Dry. Trans Guy Than. Nowadays, besides hundreds of foreign brands in drinking industry like Pepsi, Coca Cola, Tan Hippie Path almost converts awareness of Vietnamese about carbonated drink into healthier drink. Tan Hippie Pears products intended to achieve the title â€Å"Vietnam High Quality Goods† by consumers voted in honor of National Brands in 2010 and the other valuable prizes which makes the customers trust in quality management as well as environmental protection of Tan Hippie Path.The company is recognized as Quality Management System according to ISO 9001 :2000 in 1999, Environmental Management system ISO 14001 : 2004 2006 and Hygiene Management System Food Safety HACK standards in 2006 Facilities of Tan Hippie Path Company are very large and organizing: Head Office is at 219 provincial highway located in Bin Dung, Vine PH, Than An, Bin Dung. Scale factory broader 110,000 mm, with the equipment, technological lines of research, and the most modern manufacturing Southeast Asia.Furthermore, HTTP is proud to be one of the units owned in many produce technology, the most modern lines Vietnam as sterile lines extracted Aseptic cold, fresh beer, beverages and fermented production line. In 2004, symbolism production with advanced technology shelling of Japan was first applied in Vietnam. Than Herbal Tea, Number 1 energy drink, soy milk Soya Number 1, and so on is the leading brand in the market, has proved HTTP always go early in accessing and understanding the ever-changing needs of consumers.For instance, the most well-known drink, also in one of the first product Tan Hippie Path has produced, Zero decree Green Tea has taken a huge place in drinking generation. Strategic Focus and Plan Vision The vision of company is to become the leading Asian corporations in three main business sectors such as industry drinks, instant food, and plastic packaging. This is measured by a lot of factors; firstly, the company is located in the top 10 leading company in the beverage market and food in Vietnam.Secon dly, it has to achieve Total Quality Management certification and international management standard. The final factor is internal market penetration; the company makes effort to enter brand of Zero Degree green Tea to Asian market. Mission Tan Hippie Path Group produces and does business the healthy products that are good for Asian consumers with the taste and quality of products according to international standards. At the same time, the company has to satisfy the highest demands of customers to deserve as preferred supplier as well as a reliable partner in business. GoalThe objective of the Tan Hippie Path Trading and Services Limited Liability Company is to create the best drink products through multiple brands such as Number 1, Zero Degree Green Tea, Herbal Tea Dry Than to consumers by an extensive distribution system and spread over 64 provinces in Vietnam. Core Competency and Sustainable Competitive Advantage Core Competency Each company has special core competency. So does Ta n Hippie Path, for them, â€Å"Today more than yesterday but not right by tomorrow with Spirit† Nothing is impossible† and they commit to achieve â€Å"International quality standards†.Moreover, the many sets orientation according to the highest spirit of family and becomes a trusted partner. HTTP group is striving to become responsible and respectable citizens in the society. Competitive Advantage To compete with the giants of world-class beverages are available in Vietnam, Tan Hippie Path beverage group tried incessantly to create differences. The advantage of HTTP is flexibility, quick decision making, know how to find out the potential demand of consumers to meet and continuous improvement.The more important thing is that HTTP group is always interested in the development of community because it plays the important role to successes of business. Therefore, HTTP involved in social activities and charity very much. â€Å"l am aware the consumer is king, decide the survival of your business, so in order to receive the support of consumers, we have the contribution by contrast, creates belief in love. Therefore, I have captured the hearts of Vietnamese customers. Success depends on many factors, but ultimately the quality of the product remains the number one criteria. (Businessman Trans Quiz Than-CEO of Tan Hippie Path group) Situation Analysis SOOT Analysts Strengths High-quality human resources Modern productions line and productions facilities HTTP is one of the most leading firm, which achieve integrated systems stability standards: ISO 9001-2004, 14001-2000 Having large share of the market for non-gas beverage Substantial investment in product research and development Numerous award for quality, participated in many social events Wide distribution system Weaknesses There is only one factory located in Bin Dung Firm only focus on domestic market Taps beverage products compete with each other.Customer service is not good Limited liabil ity company Opportunities Large market with modern consumer. High quality materials contribute to improve the quality of products Climate of Vietnam will be a business opportunity if HTTP development suitable products. Tropical climate increases demand for consumer beverage. There are a large number of material supplier of HTTP, That facilitates for manufacture to ensure inputs are favorable Information technology and mass media develop image of HTTP and its products Vietnam located in South East Asia and close to ocean.That is good position for export to foreign market Vietnam have Joint in WTFO since 2006 Drinking tea is traditional habit of Vietnamese and Asian Threats Competitive pressure: Taps products can be competed with other direct competitors like CO of ARC and other substitute goods Customers require more about quality of product and packaging. That increase pressure on R & D department of HTTP Unfair competition Inflation impact on cost of input and purchasing of custome r Complex criteria of hygiene and safety Industry Analysis It is predicted that, Vietnamese beverage tent to increase gradually in gas beverages at about 5% per year.Whereas, non-gas beverage will have a significant growth at a rate of 10% a year, within the period between 2007 and 2015. Specifically, mineral water ND bottle water will have average increase of 12% per year, fruit Juice's figures will increase at 4-7% per year (2007-20019) and 10-12% per year (2010-2015). Most of beverage firm tends to produce and sale non -gas beverage, especially products that's good for consumer's health. In Vietnam and world's beverage market, bottled green tea have been developing significantly, since ass.Almost famous brand which have appeared in Vietnam for many year have produced green tea products in Europe, the U. S, Japan's market. Such as: Lipton, Nestle, Unprinted, ARC. At the moment, there are a lot of green tea products which are bottled. The two most popular product are â€Å"Zero de gree green tea† of Tan Hippie Path, CO of ARC. Specifically, the Statistic of Nielsen in 2011 illustrated that. â€Å"Zero degree green tea† accounted for 13% of the market while, Co's figures were 8,1%.Furthermore, another statistic from Nielsen also showed development of Zero degree green tea proportion in bottled Vietnam green tea market that 1/2007: 30%3/2007: 40%4/2007: 48%5/2007: 49%6/2007: 53%7/2007: 52%8/2007: 57%9/2007: Fact of tea industry Vietnam have climate and geographic conditions for growing of tea. There are 33 over 54 provinces of Vietnam grow tea. Such as Thai Unguent, Lam Dong which is famous place for growing tea in Vietnam. Within period between 2003 and 2004, Tea's output growth steadily and Tea's area were 100. 0006 ha.Thus, it's good opportunity for bottle green tea to develop because of low cost of input. Competitor analysis Since, Tan Hippie Path discovered and developed bottled green tea market, â€Å"Zero degree green tea† brand have begun to be the most popular product in the market. Then, bottled green tea have become potential market that big brands began to Join in. In consequence, there are many bottled green tea products form other firms omitted in this market. Such as: Real leaf (Coca-Cola), Fresh (Vanilla), Lipton Pure Green (Pepsi), CO (ARC).Furthermore, many brands also diversified instance bottled green tea products. Such as artichoke tea, lemon green tea, honey green tea, free- sugar green tea. It creates their differences compared to other competitor. Prefigure 1: The bottled green tea market of Vietnam in 2011 (At-Nielsen) Although many products of many firm in the bottled green tea market, the report of Canticles illustrates that the two most popular products areas of ARC and Zero degree green EAI of Tan Hepatic. The two big ones still maintain a significant distance rather than other brands.Investing in Vietnam with total capital of 14,5 million, CO took aggressive advertising campaign, in 2010, ARC raised the yield to 70% by expanding factories in Ho Chi Mini City and completing new one in Ha Non. To compete against opponent- Tan Hepatic which discovered and had larger market shares, CO found its own way. It is focusing on developing distribution network, particularly in big cities and choosing PET bottles which have a small capacity (mall) to fit the customer hand's size. In consequence, ARC achieved 57% growth in Vietnam in 2011.Therein, CO is the major revenue of beverages segment with the best growth. Company The first and most important reason why Tan Hippie Path has a high position as it is today is the company's strengths in facilities and human resources. They have a high quality input sources from prestigious suppliers. Besides (in addition), a well- equipped infrastructure system with modern machineries, equipment, research facilities and the most modern manufacturing process in Asian, alongside with high regarded labor protection procedures to ensure safety for employees.In HTTP, their moderators (leader) are ambitious and visionary managers: They are very flexible, make decision based on hard working researches and discussions. The success of CO Green Tea is depicted by a great effort of them while they knew how to find out the potential needs of consumers to satisfy and continuous improvement, and not afraid to roll out new products to compete in a hot market of beverage drinks. Their workers are also professionally trained and with high responsibility.Furthermore, Tan Hippie Path has over 17 years of operation in beverage industries and serves the nonuser, company always get customer's trust and appreciation for high quality products and service. It is Illustrated with 11 consecutive years (1999-2009), HTTP was voted as â€Å"one of the top quality brand of Viet Name† by Saigon marketing newspaper readers. The company is one of the leading enterprises of the country reached an international quality standards system such as ISO 90 01-2004, 14001-2000, HACK etc.Especially, they have a larger market share of the beverage market with an extensive distribution system. Indeed, there are other reasons for the company's success and marketing strategies is one of the prominent factors to achieve that. Overall, Tan Hippie Path used their strengths in marketing strategies analysis and evaluation process to satisfy customer about high quality products as well as achieving mission goals. Consumer analysis Customers account for an inseparable part in Tan Hippie Path business.Therefore, customer segmentation and analyzing consumers' characteristics are very essential. Particularly, Tan Hippie Path realized that nowadays consumers have higher education levels and their living standard is better than before, so they always require better laity products. Viet Name is a populous country and with young population who follow modern lifestyle with fast food and convenient drink. Another pro for beverage development is a tropical climate (very hot) so this increase demands for cool drinking.In addition, with respect to the lifestyle of Vietnamese, their products are combinations of traditional (tradition of drinking tea) and modernity (the product is capable of using fast). Tan Hippie Path provides valuable contribution to customers through health and nutrition which is one of the issues people concern today. Take example, because green tea is good for human health: increase resistance, refresh body (compare with Coca cola). O degree green tea of company is a high quality product too that is guaranteed thanks to technology bottled still in high temperatures from 86 degrees C to 90 degrees C.This process keeps honest green tea flavor characteristics, pure quality, and nutrition. Market-product Focus Target Market Zero Degree Green Tea's target market is Vietnamese young adults who are suffering from the negative impacts of fast-paced lifestyle such as pollution, great pressure at school and work. Therefore, t hey raise awareness of healthy drinks use (Best Sustained Success, 2011). Since Vietnam has youthful age structure, this target market becomes very attractive.If GET dominates the market, HTTP can gain much profit. Points of Difference HTTP provides ready-to-drink green tea to the markets with some points of difference. Firstly, it is convenient to carry on and it saves time of making. Moreover, Zero Degree Green Tea is made by natural materials and it has no gas. Therefore, the product does not damage consumers' health. In addition, GET taste very good with lemon flavor. Another difference is that GET is packaged in high quality bottles using PET technology and they are reusable.Positioning The positioning of GET in consumers' mind is a healthy product which supports energy to young consumers. Green tea is also a traditional drink in Vietnam and HTTP has made it more convenient to consume. In addition, the product has low price which is more affordable for everybody, especially you ng people. Marketing Program Product strategy Product line. Tan Hippie Path also provides a variety of green tea products such as free-sugar green tea, lemon green tea, honey green tea honey and lemon green tea, ND even prepare to launch green tea in box.It has diversified the containers of original flavors such as producing lemon green tea in glass bottle, PET bottle and can to satisfy customer needs and wants. Unique product quality. Produced on modern Japanese technological production line with selected verdant leaves plucked out of tea plants on plains, green tea is able to keep its natural and pure flavor. Green tea is mad through hot extraction process in order to ensure food safety and hygiene standard and to detain precious essences of green tea. Zero Degree Green Tea has original flavors to satisfy consumer needs and increase customer value.With nutritious element such as vitamins E, C, and especially EGG, a strong anti-dioxide element, green tea helps people to reduce stre ss, reinforce resistance, prevent skin ageing and cancer in order to cool down your body and spirit after a hardworking day or after a long trip. Furthermore, this products have light yellow color which is same color with nature tea and is not too much sweet. It makes consumers believe that this beverage is good for their health, although, people normally think that bottled and manned drink is harmful from color chemical and sweeteners.It is very convenient to bring along Zero Degree Green Tea on trips, picnics, or in conferences†¦ And sometimes simply drink it at home instead of purified water. Packaging. Its cover are designed finely because green color on it makes consumers feel fresh and friendly with the environment. It is also eye-catching and distinguished from other competitors' products. With the use of heat-resisting mall PET bottle, the choice of trade mark logo (two circles), and green tea bears high aesthetic value under the sponsorship of Number One trademark.Its cover are designed finely because green color on it makes consumers feel fresh and friendly with the environment. It is also eye-catching and distinguished from other competitors' products. Price strategy Since Tan Hippie Path group explored the bottled green tea market in the early of 2006 and achieved success, this market has become an exciting† playground† with a lot of participants such as CO, Green tea 100 and Lipton green tea. In that situation, Tan Hippie Path used the advantage of â€Å"first-mover† in green tea market in order to apply skimming pricing strategy to Zero Degree Green Tea.It means that Tan Hippie Path sets the price which was 20 % more than the others beverage. However, customers still accepted and were willing to buy the product with that price because it was still consistent with Vietnamese standard of living at that time. PET bottle Zero degree green tea Green tea 100 Lipton pure green tea some VEND 7,500 VEND 6800 mall VEND 5,500 mall VE ND 6,000 Figure 2: Retail price comparison of RED green tea 2011 in Vietnam Although the price of zero degree green tea is higher than others, the customers really desiring the product are willing to pay.These people are not very price sensitive because they usually concern more about the quality of the product. When the company sets the higher price compared to the competitors, the customers think that the quality of product is higher than others, too. Tan Hippie Path grasped clients' psychology which most consumers believe that the high price is the good quality. This is one of the factors contributing to the success of this product. However, nowadays, the green tea market becomes more and more competitive with a lot of new brands penetrating the market such as Tea Plus, Fresh, Wonderland and Thin Tar.The customers have ore comparisons about price and quality between the different brands to choose the best product for themselves. Therefore, Tan Hippie Path does not concentrate on skimming price strategy as the first time. The price of Zero Degree green Tea at the moment is medium compared to the other brands in the bottled green tea market. However, within the advantage of â€Å"first mover†, Zero Degree Green Tea has been known and believed in high quality and healthy product, so customer behavior does not change significantly in purchasing decision making.Moreover, setting the medium price is also another advantage of this product in today's market because he company can prevent some brands from entering the market. If Tan Hippie Path still keeps high price as the first time, this makes lots of chances for the other brands entering the market by setting lower price but also ensuring to earn profit. Promotion strategy Zero Degree Green Tea is the first ready-to-drink tea in the market of Vietnam. By understanding consumer's psychology, it had a high position in the consumer's perception. However, today the market has a lot of substitute products.Faci ng this risk, it should focus more on promotion strategic to attract consumer. Tan Hippie Path articulated on activities sponsored in many different fields such as: sports, arts and culture-social activities. Whether being charities donation or trade the item are not out the main purpose for the consumer that is make consumer know about the product and its brand. In the year later, Tan Hippie Path was standing in the top 10 businesses spent on advertising in Vietnam. The most activities are funded biggest like brands for health care, such as: green tea, Barley tea.Advertising. The media which was used in advertising of Zero Degree Green Tea was variety such as newspapers, magazines, televisions and outdoor advertisement. Zero Degree Green Tea has creative advertisement, which has been broadcasting in popular channels like WV, TV and Vietnamese cable TV like ACTS, heal, Lets Viet, yang TV, ACTS. Target customers is people who concerned with health and nutrition so their advertisement concentrated on delivering the idea that Zero Degree Green Tea is able to keep tea's natural and pure flavor.Print Advertisement was posted on almost newspapers such as Auto tree (Youth), Than nine, The gigs pH nu (Women's World), Tip HTH gig Dinah (Marketing family). Advertising campaigns about utilities and benefits of Zero Degree Green Tea which were posted 1 time/week in 3/2006, is presented in the newspapers and magazines. There are several bus stations in which Zero Degree Green Tea puts their advertising panels. Painting advertising on the buses is also the best way for attracting consumer. Moreover, people possibly notice on those advertisements and try to drink Zero Degree Green Tea.They use tools to support sales such as promotions, consumer sampling, sampling route, display products, posters, billboards, organize event to increase brand perception for consumers. Internet is the quickest and shortest way to deliver information to any consumer. Their own website which is u pdated regularly. They also use social network such as backbone which is crowned with young people in community network. In some popular websites for specific group of people (zing. Van, heal . Com, yang. Net), Zero Degree Green Tea puts their animated banner to display attractively their product.Publicity and Public Relations. In the economy's situation today, advertising is declined gradually and abdicated for PR then raising activities and the creation of corporate value are not only in the quality of product, but also the brand's image associated tit the community activities. Tan Hippie Path considered this as a principle of its business operations. Zero Degree Green Tea's brand associated with sports activities, typical is ‘Student contest: Literature – Fitness -Art 2012 U – League' (Hoi HTH sins vine Van-The-My 2012 U-League).Besides the programs funded to the health care of community that were done by Tan Hippie Path such as ‘Day for blood glucose te sting and caring diabetes patients' (Nagy hoi HTH dung yet VA sham Soc been Nan dad that dung); TV Program ‘For the quality of life' (Vi chat lung choc song) aired on HTTP. The meaningful of community activities have asserted Tan Hippie Pat's brand increasingly not only production, good business but also serving the community benefits. Tan Hippie Path Group and music channels Hanta signed cooperation within two years from 9/9/2009.Because their customers are young people and with the same goal which is bringing quality products to consumers, the cooperation between the two sides will support each other in business expansion and exploitation market potential and advertising two brands. Tan Hippie Path got many certifications such as Vietnamese flag of Ministry of Labor, Invalids and Social Affairs' Unit Emulation excellent work of occupational safety and health in 2006 (03/17/2007); certificate of famous Brand country (26/04/2008); -ran Hippie Path received Vietnamese' Gold Sta r Medals, honoring businesses WTFO, Vietnam Dragon Symbol (30/0112010).These prizes and certifications are recognition of government and community about product's quality. Sales promotion. Tan Hippie Path had many promotion's methods such as discount for buying block, lucky prices, promotions in supermarkets and other retailers to applying for consumers. They organized a lot of activities to promote and deliver their product. For example, promotion program ‘Fun spring, torn label, winning gold' (Year of the Dragon 2012); Zero Degree Green Tea-life moments cooling-Khan shack gigs intent choc song (2012); Zero Degree Green Tea- smile spread-Nu quoi Ian too.Goal of this event is creating opportunities for people to laugh with all people in Vietnam and spread the spirit of optimism, love of life to other people, discover the power of smile. In addition, Tan Hippie Path also held mini- contests for community networks on fan page of Zero Degree Green Tea. Game- shows were taken plac e every week with attractive gifts. On the occasion of holidays, hey were a sponsor for the promotion of the discount programs of Big C supermarket, Co-pop mart, Metro to stimulate consumption on last year's holidays.Personal selling. Main orientation of Zero Degree Green Tea is most concerned with agency. In the mature stage of the product life cycle should not promote this tool. Because of customers and distributors were aware of product's brand in market. Primarily based on advertising to inform, persuade and remind customers. Direct marketing. The company will directly promote their product to targeted customer and improve brand awareness as well. Tan Hippie Path has always focused on tools of discount for sales to wholesalers and retailers.Promote policies and programs as well as support sales and promotions to attract and retain the principal agents. Promotion cost. Nowadays, Zero Degree Green Tea is high in position in the product life cycle. Advertising campaign in favor of psychology attained good results in building images of a natural product, beneficial health, bringing fresh feeling fresh, cool. At the same time, awareness of the tea's benefits for consumers is quite high (over 50 %), besides that the Joining of another brands such as CO, Fresh, tea plus, hat also contributes to increasing competition in the market.Advertisements are not only introducing the product but also its purpose is increasing revenue and profit. However, depending on the life cycle of products that promotions have a certain goal, Zero Degree Green Tea of Tan Hippie Path is on saturated stage of the life cycle of product while rivals the brand's market share is quite Vietnam large, each brand launching different strategies to attract customers. It leads to market which is influenced by many factors detrimental to business so at this time, the primary objective of business is strategy to compete with rivals and large market shares.Therefore budget planning which is suitable for promotional activities will contribute to the success goals. Figure 3: The promotion cost and revenue of Zero Degree Green Tea over the period of life cycle product At the present, the bottled green tea market share is full, Zero Degree Green Tea has to compete more drastically with other opponent. Tap Hippie Path was assessed one of five companies having the highest promotion cost in 2009. Specifically, promotion cost increased 3 times at that time, while other competitor's figures were quite small

Motivation Theories, Content And Process Theories - 910 Words

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