CASE: FROM START-UP TO MEGABRAND from IVEY Publishing

Hatsu brand of tea beverages and food products launched in 2010

Successful trajectory

Postobon buys it in 2015

Postobn, S.A. is the largest Colombian beverage company, and also one of the largest in South America.

The company has a wide portfolio of products that includes soft drinks, fruit juices, bottled water, tea, an energy drink, and coffee

Postobon wants to make it a megabrand without Hatsu losing its brand essence.

Answer these questions in-depthly from the CASE

1. The 4P's of marketing (also known as the marketing mix) are: Product, Price, Place and Promotion. What are the unique elements of Hatsu's marketing mix in these 4P's.
2. What is the brand essence of Hatsu? ( Refer to Topic 1) Explain. Explain the brand concept of Hatsu (you may refer to the Topic2 - using the 5 key steps to build the brand concept.)
3. What are the characteristics of the Hatsu brand and how do they impact the brand's positioning?