Virjoy is a brand of toilet paper positioned as an economy alternative to those more expensive brands like Andrex and Scott's. In my impression, while Andrex is selling at HK$30 for 10 rolls, Virjoy is selling at HK$20. A HK$10 gap is in fact attractive enough for consumers to try this lesser known brand. I suspect they are quite successful in capturing market share over time as I'm aware that they have started to advertise. Now they attempt to extend upward with a more expensive version coming with the so-called "cushion" technology. Against the common belief, it is a good example that we don't have to build a brand from the premium end at the beginning.
Virjoy is a brand of toilet paper positioned as an economy alternative to those more expensive brands like Andrex and Scott's. In my impression, while Andrex is selling at HK$30 for 10 rolls, Virjoy is selling at HK$20. A HK$10 gap is in fact attractive enough for consumers to try this lesser known brand. I suspect they are quite successful in capturing market share over time as I'm aware that they have started to advertise. Now they attempt to extend upward with a more expensive version coming with the so-called "cushion" technology. Against the common belief, it is a good example that we don't have to build a brand from the premium end at the beginning. 
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