EU YAN S ANG

G ROUP M EMBERSGroup Member List Ang Jenn Ning Chon Yu Qi Wong Zhao Wen Lee Xin Ru Tan Chian Yeh Yet Shi Gin

I NTRODUCTIONA progressive, consumer healthcare company built around a commitment to excellence and innovation in Traditional Chinese Medicine. First shop opened its door in 1879. Until now, more than 150 branded retail outlets throughout : Singapore, Malaysia, Hong Kong, Macau and China.

TOP S ALESBo Ying Compound Bak Foong Pills Bird s Nest with Rock Sugar Extra Strength Lingzhi Cracked Spores

B AK F OONG P ILLSA remedy for women, generally prescribed for menstrual discomforts and postnatal nourishment. Regular consumption can help promote youthfulness, improve complexion and boost immunity.

M ARKET TARGETINGThe base segmentation of the Bak Foong Pils product is demographic Variables in the female gender used as segment market. All different ages of women become the market target of Bak Foong Pils especially who are suffering from deficiency of Blood and Vital Energy .

M ARKET P OSITIONINGPak Foong Pills can easily purchase because extensive distribution network, comprising over 150 Eu Yan Sang branded retail outlets. Promote thought extensive chain of specialist centers, general TCM clinics, lifestyle clinics and integrative medicine centre of Eu Yan Sang. Provide online purchases services .

To attract the attention of women, the packaging of the Pak Foong Pills have different designs based on the different country. Below pictures are the samples of packaging of Pak Foong Pills in Hong Kong, Malaysia and Singapore:

PRODUCT

P RODUCT

Can position the brand on product attributes. Attributes are the least desirable level for brand positioning. Customer are not interested in what attributes, they more interested in what benefit that they can get in product. Beliefs and values of product are important for the brand.

PRODUCT

In brand name selection, Eu Ren Sang choose the name Eu Yan Sang Gold Label Bak Fong Pillis is easy to pronounce, recognize, and remember. Can be translating easily into foreign language.

PRICE

MARKET STRUCTUREMonopolistic Competition Market

Common market structure Price maker Easy market entry and exit

NEW PRODUCT PRICINGMarket skimming

Charge a relatively high price for a short period

Can build a high quality image Gain more while remain unique

Price will reduce after competitors enter the market

PRODUCT MIX PRICING STRATEGIES Product line pricing

Produce more than one product Whole product line Different price with other product

Product ingredients not same

PRICE ADJUSTMENT STRATEGIES

Discount and Allowance pricing

Offer discount or allowance (Eu Yang Sheng Card) Cash discount seasonal Eu Yang Sheng is a reputable brand for 130th years Promotion use to introduce new product Promotion for special event

Psychological pricing

Promotional pricing

PLACE

MANUFACTURE

Manufacture and retail traditional Chinese medicine and herbs in Hong Kong, Macau, China, Malaysia and Singapore. Manufacturing activities are carried out primarily at two Good Manufacturing Practice (GMP)-certified factories which located in Chai Wan, Hong Kong Cheras, Kuala Lumpur, Malaysia. sold the products in their own shops but also distribute to the retailers.

RETAILERS

Operates 72 retail stores and strategically located in high traffic areas. Full-service retailers : Have professional staffs to serve customers on more specialty goods. Specialty stores product line: produce specific products like superior TCM products and market fine quality Chinese herbs, Chinese Proprietary Medicines, as well as health foods and supplements.

WHOLESALERMerchant Wholesalers

Sold through over 5,000 drugstores, supermarkets, medical halls and convenience stores worldwide. Include outlets of wholesale chains.

PROMOTION MIX STRATEGIES

PROMOTION MIX STRATEGIES

A successful product or service means nothing unless the product is known by everyone in everywhere. There are four promotional strategies: Advertising Public relations Sales promotion Personal selling

Eu Yan Sang company is using advertising and sales promotion via outlets promotion and online promotion in order to let public know their products and its details. It has successful lets public familiar with their company slogan which is Caring For Mankind . It also using media strategy which refers to how the organization is going to deliver their message. They promote their products through advertisements on TV, radio, internet and broadcasting.

E XAMPLE

Recently this company is doing on outlets promotion, tea time special which is include dessert + snacks, RM 5 net per set, at 3 to 6pm. There also has birthday voucher and special offer for public.

A DVERTISEMENT

P RODUCT L IFE -C YCLE S TARTEGIES

INTERNET PROMOTION

The development of the World Wide Web has changed the business environment. The e-commerce revolution promises to deliver a more efficient way of conducting business. Eu Yang Sang also does their product promotion online, and it makes more customers get to know their products and more details on it.

C ONCLUSION

Less advertisement Limited distribution channel Narrow targeted market

Thank you!

THE END