Marketing mix is the set of controllable tactical marketing tools–product, price, place, and promotion–that the firm blends to produce the response it wants in the target market
Found in 1938, Kee Wah Bakery has grown from a small grocery shop to a household name renowned for its bakery products in over half a century, with outlets and business filaments that stretch from Hong Kong to Mainland China, Taiwan, North America and Japan. The brand now has now become a household name among locals, as well as other Asian communities around the world.
In terms of product range, aside from traditional bakery products such as mooncakes and bridal pastries, Kee Wah has also ...view middle of the document...
Pineapple Shortcake, Butter Egg Roll, Winter-Melon Pastries
In terms of regular product range, Kee Wah currently has more than 500 varieties of Chinese pastries, snacks and confectionaries, including traditional favorites such as Wife Cakes, Egg-rolls, Phoenix Cookies, Chinese Sweet Crispies, Pineapple Shortcakes, and Ginger Cookies. Kee Wah has also been constantly pushing the envelop of traditional pastries further by adding new ingredients and flavors to these items.
"Chinese Bridal Cakes
It is a long Chinese tradition to give Chinese bridal cakes to respected and loved ones in a wedding as token of gratitude and appreciation. Kee Wah is the leading brand in the industry of Chinese Bridal cakes with a wide variety of traditional pastry products and gift certificates to choose from. To satisfy the different needs of customers, Kee Wah also provides a wide range of customization options ranging from tastes, gift box designs to banquet souvenir, which can certainly add a personal flare to a wedding banquet.
Kee Wah Mooncake
With over 60 years of baking experience in Chinese pastry products, Kee Wah uses only the finest ingredients to satisfy the demand of our discerning customers - top grade yolks, pure peanut oil, premium lotus seeds, and etc…. Furthermore, Kee Wah also takes prides in its traditional baking techniques and elegant packaging. These ingredients make Kee Wah's Mooncake the ideal gifts during the Mid-Autumn Festival.
Kee Wah spends $10m in bridal cake push
Hong Kong - Kee Wah Bakery has invested more than HK$10 million to modernise the packaging of its bridal cakes and rolled out a campaign targeting young and affluent couples.
As 2009 is a double spring (shuang chun) year in the Lunar calendar, the Chinese believe this is an auspicious year to get married.
To coincide with this period, Kee Wah has rolled out a campaign to build awareness of its new look for its bridal cake product range.
The bakery hopes to remind women to share their happiness and announce their wedding by giving its bridal cakes to their friends and relatives, a custom that most Chinese still practice today.
The creative of the ads featuring actress Annie Liu, play on the Chinese character "marry", which is loosely translated as "to offer a home to a woman constitutes a marriage, forming a family".
The campaign includes TV spots in TVB and Cable TV, newspapers, weekly and bridal magazines, out-of-home in Central and Tsim Sha Tsui, tram and outdoor billboards as well as in-store.
Banner ads are also placed in ESD Life wedding channels with a mini-site that will be launched later in the month.
E's Concept Communication provided PR for the campaign.
In China, as well as Hong Kong, food is heavily laden with social and cultural meanings. In fact, cake making has a long history in Hong Kong, and Hong Kong has always been a place where East meets West. Breads, Western cakes and biscuits have been on the...