Company Background of Kee Wah

Topics: Pricing, Marketing, Chinese language Pages: 15 (5144 words) Published: May 2, 2010
Marketing mix is the set of controllable tactical marketing tools–product, price, place, and promotion–that the firm blends to produce the response it wants in the target market

Company Background

Found in 1938, Kee Wah Bakery has grown from a small grocery shop to a household name renowned for its bakery products in over half a century, with outlets and business filaments that stretch from Hong Kong to Mainland China, Taiwan, North America and Japan. The brand now has now become a household name among locals, as well as other Asian communities around the world.

In terms of product range, aside from traditional bakery products such as mooncakes and bridal pastries, Kee Wah has also been continuously pushing the envelope of modern Chinese pastries by re-invention old-day favorites with modern touches, by incorporating new ingredients and tastes into a wide variety of traditional and innovative new products.

Mission Statement

Kee Wah is a traditional family operated company with modern management style that strives to preserve the long tradition of Chinese pastries while at the same time adheres to the philosophy of high quality and hygiene standard demanded by modern day customers. All packaging we carefully designed to be both functional and stylish, by incorporating nostalgic oriental essences with modern elegance. The recently introduced Kee Gift series is a stepforward in design and marketing concept which caters to visiting tourists in an effort to introduce traditional Chinese pastries and bakery products to the international communities all over the world.

"Hong Kong Kee Gift"

Chinese traditional food culture had a far long history; Chinese assorted cakes especially play an important role in Chinese traditions. Hong Kong, a well-known city of variety selections for Chinese and Western food, the city of east meets west. Other than inheriting traditional skills, Hong Kong also developed new ideas on top of traditional bakery, creating a unique culture of cuisine.

Pineapple Shortcake, Butter Egg Roll, Winter-Melon Pastries

Chinese Favorites

In terms of regular product range, Kee Wah currently has more than 500 varieties of Chinese pastries, snacks and confectionaries, including traditional favorites such as Wife Cakes, Egg-rolls, Phoenix Cookies, Chinese Sweet Crispies, Pineapple Shortcakes, and Ginger Cookies. Kee Wah has also been constantly pushing the envelop of traditional pastries further by adding new ingredients and flavors to these items.

"Chinese Bridal Cakes

It is a long Chinese tradition to give Chinese bridal cakes to respected and loved ones in a wedding as token of gratitude and appreciation. Kee Wah is the leading brand in the industry of Chinese Bridal cakes with a wide variety of traditional pastry products and gift certificates to choose from. To satisfy the different needs of customers, Kee Wah also provides a wide range of customization options ranging from tastes, gift box designs to banquet souvenir, which can certainly add a personal flare to a wedding banquet.

Kee Wah Mooncake

With over 60 years of baking experience in Chinese pastry products, Kee Wah uses only the finest ingredients to satisfy the demand of our discerning customers - top grade yolks, pure peanut oil, premium lotus seeds, and etc…. Furthermore, Kee Wah also takes prides in its traditional baking techniques and elegant packaging. These ingredients make Kee Wah's Mooncake the ideal gifts during the Mid-Autumn Festival.

Kee Wah spends $10m in bridal cake push
Hong Kong - Kee Wah Bakery has invested more than HK$10 million to modernise the packaging of its bridal cakes and rolled out a campaign targeting young and affluent couples.  As 2009 is a double spring (shuang chun) year in the Lunar calendar, the Chinese believe this is an auspicious year to get married.  To coincide with this period, Kee Wah has rolled out a campaign to build awareness of its new look for its bridal cake product...
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