Lee Kum Kee International Holdings Ltd. is a food company which specialized in manufacturing oyster sauce and a wide range of authentic Chinese and Asian sauces. It was founded by Lee Kum Sheung in 1888 in Nanshui, a small town in Guangdong. Its primary brand, Lee Kum is well known throughout China and amongst the Overseas Chinese community. In 2004 Lee Kum Kee was named Most Popular Brand On-line at the 2004 Hong Kong Top Brands Awards.

Lee Kum Kee wanted to penetrate the Singapore soya sauce scene with a premium dark and light soya sauce. Understanding that the chosen distribution channels narrowed the target market to house wives a taste test was held to better understand if Lee Kum Kee’s premium soya sauce would be well received by the targeted segment.

 

20 housewives of various ages were invited to the taste test; the taste test was carried out by Dream Solutions. They were not briefed beforehand which brand of dark and light soya sauce the taste test was held for. A variety of meals were cooked which usually went with the different sauces, the guests were then asked to choose their favourite soya sauce. All sauces in the market were represented, but not labelled during the taste test. 85% of the guests chose Lee Kum Kee’s sauces without knowing it was Lee Kum Kee’s dark and light soya sauce. Now that we know taste wise Lee Kum Kee has a winning product the challenge is convincing the housewives that the price justified the product.

 

 

We identified that convincing customers the price is justified could be a real iffy issue if they didn’t even try the product. With the objective of creating buzz of the presence of the new line of products and to allow the customers a chance to taste the new products we proposed to Lee Kum Kee to hold a soya sauce exchange program.

The program would be held on 8 consecutive Sunday mornings at 8 different locations. The locations were chosen because of their proximity to wet markets where the majority of the target markets purchase their groceries. People would be encouraged to exchange the bottles of soya sauce (even if they were empty) they use at home for one of Lee Kum Kee’s premium light or dark soya sauce. A thousand bottles were given away at each event. To draw and entertain crowds, games were played and performances were held at the events.

The event was very well received, all bottles of soya sauce were redeemed and there was a significant improvement in sales of Lee Kum Kee’s new line of products. The exchange program was extended another 8 weeks to another 8 different locations, this time it was held at super markets.

 

 

Using the right tools for the right campaign not only maximises the effectiveness of the message being passed on to the appropriate audience it also ensures that a campaign is executed efficiently with minimal cost incurred. At Dream Solutions we believe an acute understanding of our client’s product and services is the core foundation of the marketing campaign.

At Dream Solutions we don’t provide the standard formula for a marketing campaign, we provide an integrated marketing solution customized to your companies needs. No Dream is too big with Dream Solutions.