Company Background of Kee Wah

5137 Words Apr 25th, 2010 21 Pages
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

Company Background

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 been continuously pushing the envelope of modern
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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 markets since early days. However, for a while, with Western-style cakes’ and breads’ growing popularity, traditional Chinese cakes had actually become less common for a while. But nowadays, traditional-style Chinese cakes still attract/re-attract customers with their established reputation and new image, and a variety of Chinese wedding cakes produced by Kee Wah Chinese Bakery (KW) are still familiar to the people in Hong Kong. KW now manufactures their products with a unique Chinese traditional flavour and packaging – carrying special meanings and constitutes a powerful
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