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)

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