Lee Kum Kee steamed fish fermented soybean oil marketing planning.docVIP

 PAGE \* MERGEFORMAT 3 ‘Lee Kum Kee’ steamed fish fermented soybean oil marketing planning In 1994, Lee Kum Kee for the first time the launch of its tempeh oil products, although they made all kinds of marketing efforts, sales performance was not satisfactory, sales have not made a breakthrough.  In 1996, Lee Kum Kee in Hong Kong market launch of its new products, tempeh date steamed fish oil, was a great success, and won the 1997 Annual Hong Kong MA / TVB Marketing Excellence Award for the Bronze plan. Some attractions are: it is through in-depth market research, in the brands are highly competitive tempeh oil market, we found the opportunity to enter the market, thus successfully developed and launched lobster sauce steamed fish oil in this new products, opened up a a new market space. The introduction of new products, through extraordinary creativity, the effective integration of marketing tools and a variety of promotional tools to promote the perfect combination of interpretation and establish a good brand image, to achieve impressive sales performance. Their strategies, methods are worthy of the industry to ponder and learn from. The following cases from this analysis, a glimpse into the mysteries of marketing.  Market entry strategy dates to find market niches. Fermented soybean oil for the highly competitive market, quite a mixed bag of various brands, consumer confusion can not find satisfaction with the product this situation, Lee Kum Kee after in-depth market research, analysis, and that access to a more market segments make their own brand highlights, segment with many other brands. The key question is whether there is such a segment the market? Its capacity is large enough? Lee Kum Kee in the consumer research found that many Hong Kong people love to eat steamed fish on a restaurant, but restaurants and the use of special tempeh oil, consumers do not know How do the processing, but can not find in the market. Housewives who want to have a de