Evolution of the brand highlights the advantages of.docVIP

 PAGE \* MERGEFORMAT 6 Evolution of the brand highlights the advantages of To open up a heaven and earth in the food retail sector is very difficult, because the restaurant has a variety of dishes like mushroom, while the entry of foreign fast-food monopoly exacerbated this competition. It is in this case, Andrew James Masigan make his Chinese-style fast-food chain Dimsum ‘n’ Dumplings continuous development in the Philippines since 1991, only 30,000 pesos an asset development has 48 branches and six takeaway restaurant chain. In 1999, its total sales revenue of 200 million pesos. 32-year-old company’s success boils down Masigan this: First, focus on his position - will be food retailing to those 25 - 40 years old, the family monthly income in pesos between 15000-30000, and the pursuit of material has been the value of office workers; the other is constant change. Initially, he was careful to choose a regular business philosophy. However, he soon realized that his company must be regularly experiencing ‘Brand Evolution’ to continue to make customer participation. In this interview, he was contributing editor with the Articles Dinna Louise C. Dayao elaborated these successful ideas. In such a continuous emergence of new competitors in the industry, how do you keep Dimsum ‘n’ Dumplings status? Our strategy is: to maintain our core strengths, while the ever-changing and insisted on providing the market with something new, I call it ‘brand evolution’. With our brand the most basic features, such as value for money, good quality and fast service is always constant; in other areas, such as product image, packaging and marketing, we will be continually updated to adapt to the environment and the market . In addition, in general industry, product development, an average of two years. Therefore, we need to shorten the cycle. Now, our own process takes six months. By accelerating the process and filter out the products can use existing equipment allows us to save t