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Case Details:
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Moiselle: Prêt-à-porter Hong Kong Style                                                                                                                                                                                                                
Product Ref: 03/176C Company: Moiselle International Holdings Limited

Product Type: Case Industry: Consumer Goods

Related Product(s): Teaching Note
Authors: Bennett Yim   Monica Wong
This case explores the comprehensive marketing strategies behind the building of the brand "Moiselle". A detailed comparison with 10 other local Hong Kong fashion brand names is included in the case to illustrate the reasons behind the successful and comprehensive marketing strategies of Moiselle. Started off as a tiny OEM (Original Equipment Manufacturer), Moiselle successfully evolved into an OBM (Own Brand Manufacturer), creating a well-known brand name that was popular both in Hong Kong and in China. This case illustrates the importance of establishing a clear market positioning, developing a brand and leveraging the brand power to grow a business.
Functional Area : Marketing

Issues: Brand Building
Length: 18 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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Case (03/176C) HK$58 / US$7.5
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