Marketing Chinese products in Hong Kong: a case study of Mr. Kon Beverages.

by See Yat Fung, Linus, Wong Ming Fung.Thesis (M.B.A.)--Chinese University of Hong Kong, 2002.Includes bibliographical references (leaves 100-105).Questionnaire also in Chinese.ABSTRACT --- p.iiACKNOWLEDGEMENTS --- p.vTABLE OF CONTENTS --- p.viLIST OF TABLES AND FIGURES --- p.viiiChapterChapter I. --- INTRODUCTION --- p.1Chapter II. --- METHODOLOGY --- p.3Primary Research --- p.3Exploratory Study --- p.3Questionnaire --- p.3Sampling Procedures --- p.5Data Collection Period --- p.5Sensory Evaluation --- p.5Field Study --- p.6Telephone Interview --- p.6Secondary Research --- p.7Literature Reviews --- p.7News Reviews --- p.7Data Analysis --- p.8Recoding --- p.8Scores Construction --- p.9Statistical Tests --- p.9Limitations --- p.9Chapter III. --- COMPANY / BRAND OVERVIEW --- p.11Company Background --- p.11History --- p.11Financial Performance --- p.13Product Overview --- p.14Lines of Products --- p.14Sales Performance --- p.17Mr. Kon in China --- p.18Market Environment --- p.19Competitive Landscape --- p.20Marketing Strategies --- p.22Distribution --- p.23Promotion --- p.24Key Success Factors --- p.27International Expansion --- p.30Entering Hong Kong --- p.31Marketing Strategies --- p.33Chapter IV --- DATA ANALYSIS --- p.36Sample Size Analysis of the Results of the Questionnaire --- p.36Demographics --- p.36Consumption Patterns --- p.37Preference of Different Types of Packaging --- p.39Ideal Size for Ready-to-drink Tea --- p.40Preference of Distribution Channel --- p.41Preference of Product of Origin --- p.42Purchasing Behavior --- p.43Respondents' Attitudes Towards Ready-to-drink Tea --- p.44Aided Brand and Product Awareness --- p.46Product Trial Rates --- p.47Aided Celebrity Awareness --- p.48Celebrity Awareness vs. Product Awareness --- p.49Respondents' Attitudes Towards Mr. Kon Beverages --- p.51Analysis of the Results of the Sensory Evaluation --- p.54Differences in Tastes among Brands --- p.54Preferences in Tastes among Brands --- p.56Chapter V. --- RECOMMENDATIONS --- p.58Target Segment --- p.58Brand Image --- p.59Products --- p.59Taste --- p.60Packaging --- p.61Price --- p.62Place --- p.63Promotion --- p.65Communication --- p.67Chapter VI. --- CONCLUSION --- p.69Chapter VII. --- APPENDICES --- p.71Chapter VIII. --- BIBLIOGRAPHY --- p.10