Article Review - VANZO

INDIVIDUAL ASSISGNMENT – ARTICLE REVIEW
“VANZO, THE FIRST MALAYSIA BRAND ENDORSED BY HONG KONG SUPER STAR LOUIS KOO”
FACULTY OF ARSHAD AYUB GRADUATES BUSINESS SCHOOL
(AAGBS)
MASTERS IN BUSINESS ADMINISTRATION (MBA)
STRATEGIC BRAND MANAGEMENT (MKT 762)
“VANZO, THE FIRST MALAYSIA BRAND ENDORSED BY HONG
KONG SUPER STAR LOUIS KOO”
PREPARED BY:
NUR AKMAL BIN AHMAD TAJUDDIN (2019449782)
PREPARED FOR:
ASSOC. PROF. DR. SITI ZALEHA BINTI SAHAK
DATE OF SUBMISSION:
20TH JUNE 2021

Vanzo is a company based in Selangor, Malaysia. The founder and CEO, Eddie Ng, has
a combined 7 years’ experience in producing air refreshers. Lots of companies sell air refreshers,
but what sets Vanzo apart is the quality of their products. They have established a cooperation
with Ogawa & Taiyo, the most authoritative fragrance company in Japan. The company has
almost 11 decades of experience in producing raw fragrances. Together, they were able to come
up with an air refresher that is good for vehicle and health. Since then, then have rapidly grown
and became the only Malaysian company that produces air refresher made from plant-based
extracts and free from harmful chemicals. Vanzo’s mission is “We aim to be an air refresher
brand in Asia known for our quality and commitment to safety”. Their overarching mission is to
provide air refreshers that is free from harmful chemicals. Most air refreshers found in the market
today are created with certain chemical compounds that have a documented adverse effect to
health. These are synthetic chemicals that can stay suspended in the air in car or home for a long
time. Some of the more familiar compounds that may be present in our daily lives are benzene,
ethylene glycol, formaldehyde, methylene chloride, toluene, xylene. That is why it’s best that
choose an air refresher wisely. At Vanzo, their air refreshers are made of plant extracts and
contains zero alcohol, formaldehyde, benzene, and toluene. They are designed to be safe to
enjoy, without smelling overpowering.
Celebrity endorsement is very useful advertising cue to attract or to make more

customers and also helpful to attain potential customers attention towards the product or service.
celebrity endorsed advertisement is not only utilized to create brand awareness and brand
recognition, but they help the company to capture target audience (Khan, 2016). According to the
article, VANZO has been appointed Louis Koo from Hong Hong as the new face of their product
which Gentleman series. VANZO also appointed Priscilla Wong from Hong Kong as a brand
ambassador for VANZO’s Goddess series. Brand ambassador and brand image had a significant
effect on the consumer's purchase decision (Sari Dewi et al., 2020). VANZO's products are
available at 3,500 local retailers including pharmacies, car accessories outlets and supermarkets.
Now they are also available in China Alibaba's online shopping platform, Singapore, Hong Kong,
Taiwan and Brunei. Since VANZO’s product has been available in Hong Kong via online
shopping platform, VANZO using Hong Kong’s Brand Ambassador to launch their new product.
The Brand Reinforcement majorly focuses on maintaining the Brand Equity by keeping
the brand alive among both the existing and new customers. Vanzo appointed 2 Hong Kong
celebrities with the objective of reminding the customer about their product and creating the
positive image in the minds of new prospects. The Brand Revitalization is the marketing strategy
adopted when the product reaches the maturity stage of product life cycle, and profits have fallen
drastically. It is an attempt to bring the product back in the market and secure the sources of
equity. reason Vanzo Doing Revitalizing Brands Nowadays Globalization has become an integral
part of any business. In order to meet the different needs of different customers residing in
different countries, the brand has to be revitalized by VANZO accordingly. Acquiring New
Customers Strategy - Vanzo bringing in new customers and convincing people to buy their
products by appointed 2 new celebrities. It is a process used to bring consumers down the
marketing funnel from brand awareness to purchase decision.
Identify Key target market segments as part of the Vanzo brand. Vanzo can use
segmentation models that should form the focus of their marketing plan. For example, the four
types of segmentation are Demographic, Psychographic Geographic, and Behavioral.
II. Retaining vulnerable Vanzo customers
III. Recapturing lost Vanzo’s customers
IV. Identifying neglected segments For Vanzo
V. Protecting Sources of Brand Equity Of Vanzo

References
KHAN , A. F. S. H. E. E. N. (2016). INFLUENCE OF CELEBRITY ENDORSEMENT ON

CONSUMER PURCHASE DECISION: A CASE OF KARACHI.
https://d1wqtxts1xzle7.cloudfront.net/44183694/016-with-cover-page-v2.pdf?
Expires=1624167422&Signature=TddDc-5Gwp-VR8sEgX-2NIXZQXQEplKpcxt-
JEhpGNC4tUHaJOBocfh~6T98wbMhfW3EDT0YxBwK~afGNxaH74Ubd6EVVXsml
BRDVnPQ2-
H4HuWOMAf1ald27RJep7gxsC6cKigE8APNyaUYlsvdLPx62g0dZP7~QMnWFSLy9
btR-
jyfsKs9N~Rp3dyUrkDfQG6ELhBZLKzYggaXS5ghJABn7N21GoSJALOfdvhm8cjKL
a2PLwKDhm3Gmf9Xs9xg9Z4oaCi-Q7T0K7H2a-RAgterOKuxyyjEGyXyJ0NmsgH-
Y1-48lLfPELF18~5gOwXOuG0uc~2Qj3Br2ysNul2LA__&Key-Pair-
Id=APKAJLOHF5GGSLRBV4ZA.
Sari Dewi, L. G., Edyanto, N., & Siagian, H. (2020). The Effect of Brand Ambassador, Brand
Image, and Brand Awareness on Purchase Decision of Pantene Shampoo in Surabaya,
Indonesia. SHS Web of Conferences, 76, 01023.
https://doi.org/10.1051/shsconf/20207601023

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INDIVIDUAL ASSISGNMENT – ARTICLE REVIEW

FACULTY OF ARSHAD AYUB GRADUATES BUSINESS SCHOOL

MASTERS IN BUSINESS ADMINISTRATION (MBA)

STRATEGIC BRAND MANAGEMENT (MKT 762)

INDIVIDUAL ASSISGNMENT – ARTICLE REVIEW

“VANZO, THE FIRST MALAYSIA BRAND ENDORSED BY HONG

KONG SUPER STAR LOUIS KOO”

NUR AKMAL BIN AHMAD TAJUDDIN (2019449782)

ASSOC. PROF. DR. SITI ZALEHA BINTI SAHAK

20TH JUNE 2021

Celebrity endorsement is very useful advertising cue to attract or to make more

II. Retaining vulnerable Vanzo customers

III. Recapturing lost Vanzo’s customers

IV. Identifying neglected segments For Vanzo

V. Protecting Sources of Brand Equity Of Vanzo

KHAN , A. F. S. H. E. E. N. (2016). INFLUENCE OF CELEBRITY ENDORSEMENT ON

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