Focus Brand Management: Jiangzhong Hou Gu (Mushroom) Biscuits
(4 pages of text)
In October 2012, the chief executive officer of Focus Brand Management (Focus), a consulting and advertising company based in mainland China, was preparing to meet with Jiangzhong Pharmaceuticals (Jiangzhong). Focus had been working with Jiangzhong on an annual analysis of brand tracking. Based on that analysis, executives at Jiangzhong believed that it was time to expand their business to the functional food industry. Their first product would be a line of biscuits featuring a core ingredient known as hou tou gu, an ingredient that was considered beneficial to stomach care according to traditional Chinese medicine. For her meeting, Focus’s chief executive officer needed to resolve some key questions about the most appropriate branding, packaging design, advertising and promotion strategy, and the choice of a suitable brand ambassador for this product.
This case is intended for undergraduates or graduate level courses on marketing, operations management, and organizational behaviour, particularly in a section dealing with market expansion, brand management, and innovation. After the completion of this case, students will be able to:
- determine how to introduce a new product into a specific market segment;
- describe the cultural differences between Chinese and Western culture in respect to health food products; and
- assess the impact that cultural differences have on branding and marketing a new health food product.
Accommodation & Food Services
China, Small, 2012
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