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Old Company, Modern Marketing Strategy: Lessons from Lee Kum Kee                                                                                                                                                                                                                
Product Ref: 03/187C Company: Lee Kum Kee

Product Type: Case Industry: Food, Beverage & Tobacco

Related Product(s): Teaching Note
Authors: Bennett Yim   Vincent Mak
Lee Kum Kee, one of Hong Kong's best known brands, was founded by Lee Kam Sheung in 1888 as a small oyster-sauce manufacturer in Guangdong Province, China. By early 2003, Lee Kum Kee distributed over 200 sauces in more than 80 countries. The case highlights brand management lessons from the way Lee Kum Kee developed, maintained, and expanded the reach of its product over the course of a century. Specifically, the company's response to the consumer confidence crisis (3-MPCD) is examined.
Functional Area : Marketing
Strategy & General Management

Issues: Strategic brand management, core values of a brand, segmentation, brand association, crisis management
Length: Text: 7 pages
Exhibits: 0 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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