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Birth of Oyster Sauce and Lee Kum Kee (1988)
Relocation to Macau (1902)
Appointment of 2nd Generation (1920)
History and Development
Founder of LEE KUM KEE – Mr. Lee
Kum Shueng
2ND Generation of LEE KUM KEE – Mr.
Lee Kum Shueng
Establishment of Hong Kong Branch (1932)
Appointment of 3rd Generation (1972)
Opening of Wong Chuk Hang Plant (1976)
Continued …..
3rd Generation of LEE KUM KEE
– Mr. Lee Man Tat
Appointment of 4th Generation (1980)
Establishment of Lee Kum Kee
(US) Company Limited (1983)
Centennial of Lee Kum Kee (1988)
Continued …..
3RD & 4TH Generation of LEE
KUM KEE – Mr. Lee Kum Shueng
Opening of Production Plant in Los Angeles,US (1991)
Establishment of Nanfang Lee Kum Kee
Health Products Co. Ltd. (1992)
Establishment of Xinhui Plant (1996)
Continued …..
Corporate Logo of NANFANG LEE
Establishment of Production Plant in Kuala Lampa, Malaysia (1997)
Establishment of Production Plant in Guangzho, China (1998)
Continued …..
An old company, family controlled business
A centralized sort of situation
Required to be more nimble
Production augmentation
Automation
Expansion of sales network required to have
proper supply chain management.
Critical Approach
Large scale diversification
Do fully cover all secondary markets again due to slow
pace of entry, though they take vigorous decision in
marketing but it also required being fast in market
coverage and production mode
Sequencing of actions required to achieve synergies
and timely actions to respond to change
Continued
Premium brands should alsobe distributed by discounters.
From time to time, promotional campaigns should be launched, even with hefty price discounts.
Traditional advertising shouldnot be disregarded.
Strategy to be Pursued
Continuity rather than dynamism should be
pursued with messages and images.
The details (e.g. packaging design) should not be neglected.
Continued …..
Setback in Property Market
3-MCPD Crisis
Crisis Faced
Expansion of Production Plant in Xihui, China
(2005)
Entitled “China Well-Known Trademark” (2006)
Opening of China Headquarters in Shanghai,
China (2007)
Appointed “Official F&B Supplier” to Bejing
Olympics (2008)
Current Standing & Achievements
A New Page for Infinitus Brand (2009)
Appointed “Official Qualified Suppliers of
Raw and Auxiliary materails in Catering
Category” in Shanghai World Expo (2010)
Continued
Consistent core values Successfully monitored customer
needs
Segmentation Strategy Product segmentationExample of Harshey group
Lessons to Be learned From Lee Kum Kee
Successful Unique Brand association Two Brands
Oyster and XO sauceTailor made sauce for cooking
Continue
Marketing Managers should Know:
Brand will face some negativity at some point
in time
The more time you take to respond the more
customer will switch to alternative brand
Negative Word of mouth will be created.
Lessons From Crisis Management
Two keys to response to these crisis:Swift SincereMore the firm has created the strong brandimage and credibility, the more firm can
weatherthe storm. (Kevin Lane Keller, 1998)
Continue