Marketing Mix - Xo Sauce

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MARKETING MIX OF LEE KUM KEE XO SAUCE (EXTRA HOT) 1. Product: Lee Kum Kee was the first to bring exquisite XO Sauce (Extra Hot) and launched in early 90s, breakthrough in Chinese condiments. A gourmet condiment made from the finest dried scallop, ham, chili pepper and dried shrimp, with extra hot taste profile, this gourmet sauce makes all dishes more tasty. A delicious appetizer by itself, or accompany dim sum and sushi. It can be the major ingredient that consumer make gourmet dishes at home, it shows the easy way to make many dishes e.g. best for fried rice and noodles, and also create “finger foods/snacks” using XO sauce. Other than the normal retail pack, it also introduce as extraordinary and presentable gift idea, which are the multi pack gift box for local gifting channel business. 2. Price XO sauce (Extra Hot) position at the premium price level and expensive then its competitors because it is using high quality and expensive ingredients. XO Sauce is named “XO” Sauce to reflect its premium and high quality. Because of Lee Kum Kee XO Sauce (Extra Hot) was the first to introduce the retail market, it has become the price index of similar products. 3. Place XO Sauce (Extra Hot) sell in mass retail outlets, including : supermarket, Japanese department stores, wet market, grocery stores, etc. As its price at a high price level and security concern, most of the retailers will put them at the locked cabinet or behind the cashier, which the customer cannot be reach easily, it makes sales decline, after negotiate & arrangment made with the retailers, it finally relocated under condiment category. In order to maintain market share and product visibility, it had 100% coverage with all relevant food retail channels, the XO Sauce also sell via the online shop host by LKK, as well as the gift pack. 4. Promotion To reinstating the

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