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.




Comments

Post a Comment

Popular posts from this blog

Giordano's frog

Image
One student asked me why Giordano re-uses its frog logo from ages ago. I said I know don't know. Really ! Giordano is a value-for-money brand. If it prints its logo onto the T-shirts and jeans, be it the frog or anything that says "Giordano", will sales increase ? Probably not. Giordano is a brand you wear but you don't want to admit. It's not a brand like Nike or LV that can uplift your image after all. So if it puts the frog back onto its product, there may be adverse effect on its sales. I haven't visited its store at the time of writing but according to its website, it hasn't added back the frog to its products. I wouldn't do that either. So what is the point of having the frog back in its print and advertising materials ? To remind us of its good old days ?
Read more

HKET fan page

Image
Ask yourself as a FB user or a user of any social media : under what circumstances would you share a page, a video or any news ? Either you find it useful or funny for others to enjoy. So in this case, if you don't find the HKET page useful, you just won't share it. Would such lucky draw boost the number of people sharing the page ? Some people may be attracted but I suspect most of us won't really bother. Try paying people to become a fan of your page ? You will need to pay more. LOL
Read more