Moiselle: Prêt-à-porter Hong Kong Style
|
|
|
 |
|
|
|
|
| Product Ref: |
03/176TN |
|
Company: |
Moiselle International Holdings Limited
|
| Product Type: |
Teaching Note |
|
Industry: |
Consumer Goods
|
| Related Product(s): |
Case
|
|
|
|
|
| This case explores the comprehensive marketing strategies behind the building of the brand "Moiselle". A detailed comparison with 10 other local Hong Kong fashion brand names is included in the case to illustrate the reasons behind the successful and comprehensive marketing strategies of Moiselle. Started off as a tiny OEM (Original Equipment Manufacturer), Moiselle successfully evolved into an OBM (Own Brand Manufacturer), creating a well-known brand name that was popular both in Hong Kong and in China. This case illustrates the importance of establishing a clear market positioning, developing a brand and leveraging the brand power to grow a business. |
|
|
|
|
|
|
| Functional Area : |
Marketing
|
|
Issues: |
Brand Building |
| Length: |
6 pages
|
|
Country: |
Hong Kong SAR
|
| Pub. Year: |
2003 |
|
Level of Difficulty: |
1 |
| |
|
|
|
|
This product type is available in the following language(s):
English Simplified Chinese
|
| |
|
|
|
|
| Related Information: |
N/A
|
|
|
| |
|
This is a part of The Trade & Industry Department SME Case Series
|
| Please press the download button above to obtain the teaching note (applied to educators accounts only) |
