Virjoy

If I'm not wrong, Virjoy is a brand that appeared in the market during or after SARS in 2003. When the economy was not so good at that time, it was sold a an economy alternative to Kleenex and Scott's. Added with the fact that it's an exclusive brand in Park'n Shop, it has been receiving store level supports for it to take off, from an unknown brand to a known brand that can afford to advertise. It also manages to convey a positioning that hit the right button : hygienic with 450-degree steamed treatment. It's definitely good marketing. Now who says we should start a brand in the premium segment ? Here is an example to show us we don't have to. We can start low and build high over time.




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