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Nin Jiom: Selling Traditional Chinese Medicine in Modern Hong Kong    
 
Product Ref: 03/185C Company: Nin Jiom Medicine Manufactory (HK)

Product Type: Case Industry: Pharmaceuticals & Biotechnology

Related Product(s): Teaching Note
Authors: Bennett Yim   Vincent Mak
The Hong Kong brand Nin Jiom was popularly known in the territory by its flagship product "Pei Pa Koa Cough Syrup". It was through the profitable mass-selling of such an over-the-counter traditional Chinese medicine (TCM) that Nin Jiom thrived through decades of history. By the early 2000s, the rapidly modernising consumer culture in Hong Kong and the Hong Kong Government's new TCM policies required manufacturers of TCM products to adapt constatly to a changing business environment. Nin Jiom was attentive in this and was earning annual turnover of several hundred million Hong Kong dollars by early 2000s. The Company was moreover able to continue expanding overseas and in Mainland China. How did Nin Jiom's products fit in an era when the Hong Kong Government and the Hong Kong as well as Western public paid more attnetion to TCM than before? How did the Company manage to maintain its success as a TCM brand in modern Hong Kong?
Functional Area : Economics & Business Policy
Marketing

Issues: TCM as a modern industry; marketing TCM in modern Hong Kong; management of an age-old brand in Hong Kong
Length: 10 pages Country: Hong Kong SAR

Pub. Year: 2003 Level of Difficulty: 1
         
This product type is available in the following language(s):      English   Simplified Chinese
         
Related Information: N/A
 
This is a part of The Trade & Industry Department SME Case Series
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