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Hung Fook Tong Story
By Ricky Szeto
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Redefine Herbal Drinks
HFTHFT InnovationInnovation
HUNG FOOK TONG Business Model
Fresh DrinkFresh Herbal Tea Drink,
Deluxe Series
Bottled DrinkHerbal drink, Ginseng drink,
Refresh Series, Fruit with Honey Series,
100% Series
Home‐made SeriesChinese soup, Sweet soup,
Herbal Jelly Series
HUNG FOOK TONGRETAIL CHAIN:‐
HFT Herbal Teahouses HFT Health Express
HFT Herbal Tea & Soup SquareHFT Express
HUNG FOOK TONGRETAILER:‐Supermarket
(Parknshop, Welcome…)Convenience Store (7‐11, OK…
Consumer / User
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Brand Development Brand Development ModelModel
VMIXS V for Value M for Mission I for Innovation X for Execution S for Strategy
Corporate Value
真心製造.自然流露
(True and Natural)
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真心製造.自然流露真心製造.自然流露
True and NaturalTrue and Natural
Commits To:
use only FRESH & NATURALFRESH & NATURAL ingredients provide BEST QUALITYBEST QUALITY & HEALTHYHEALTHY products without
preservatives & artificial colors to customers
Corporate ValueCorporate Value
“真心製造 自然流露”“真心製造 自然流露”
無添加防腐劑及人造色素
只選用新鮮及天然的材料
發揚中國傳統草本文化
關懷顧客,幾乎有阿媽咁好
Core ValueCore Value
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Corporate MissionCorporate Mission
Herbs: Popular & Convenience涼茶普及便利化
香港香港
1. 健康快線
2. 涼茶館
3. 鴻福堂快線
4. 自家湯涼茶坊
5. 自家涼茶生活坊
地鐵 遍佈全港
九鐵 遍佈全港
商場/ 旺區 遍佈全港
其他 百佳, 吉之島
中國中國
1. 自家湯涼茶坊
商場 深圳吉之島
深圳Co Co Duck
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HFT Hero Products HFT Hero Products ((鴻福堂三寶鴻福堂三寶))
Common Self-Heal Spike FruitCommon Self-
Heal Spike FruitGinseng with
HoneyGinseng with
HoneyCanton Love
PineCanton Love
Pine
Products Products ‐‐ Bottle DrinksBottle Drinks
Best Selling ProductsBest Selling Products
Tortoise JellyTortoise Jelly SoupsSoups Mango DeluxeMango Deluxe
Fresh Herbal Tea
Fresh Herbal Tea
Products Products ‐‐Retail ChainsRetail Chains
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ExecutionExecution
執行力
(Execution is King)
HUNG FOOK TONGknows consumers are
health conscioustime concern
efficient‐demanded
longing for home feeling
look for convenience
instantdrop‐by
hustle life
travel by railway(MTR/KCR)
natural nourishment
HUNG FOOK TONGHUNG FOOK TONGRecognition on consumer needsRecognition on consumer needs
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•HUNG FOOK TONG•response & action to
•consumer needs•(YR 2005 – 2008)
•Extend •product category
• Ginseng series(2006), •Refreshing series(2007), •Home-made series(2008)
•Design special •packaging product
•Chinese herbal soup (2006)•& sweet soup (2006)
•Extend
•distribution network•MTR, KCR
•Supermarket, department store•(2005 ~)
•Develop •speedy service
•Take-away & Member Club•(2006)
HFT Positioning HFT Positioning React consumer needsReact consumer needs
Focus group
Mystery shopper
e‐mail/phone enquiry
Frontline
Customer service team
Research agency
Business partner
HUNG FOOK TONGHUNG FOOK TONGCustomer relationshipCustomer relationship
HUNG FOOK TONGcollecting consumer needs
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Home‐made series
AdvertisingTV, magazine, radio, road‐show
PR promotionHerbs CultureHome Made Brand
Lifestyle magazine“Home Made Life”
Sales promoBank JP, scrape card
GameRadio, web
HUNG FOOK TONGHUNG FOOK TONGPromotional ProgramPromotional Program
Family Lock StrategyFamily Lock Strategy
One stop base
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Service ModeService Mode
Mother Like
Celebrity Endorsement Celebrity Endorsement ZacZac Kao Kao ––高晧正高晧正
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CSR Program
“家”愛涼茶湯水義賣幾乎有阿媽咁好“家”愛母親節探訪活動 •
“幾乎有阿媽咁好”愛心果凍親子班
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•支持環保綠色活動贊助 Greenpeace踩亮綠色聖誕/
參予膠樽回收大行動
•產品贊助家庭活動/老人
活動等
Corporate Outcomes
FIVE YEARS No.1 Sales on FIVE YEARS No.1 Sales on the wellness drink marketthe wellness drink market
連續連續55年全港銷量冠軍年全港銷量冠軍
2007 -2008
2006 - 07
2004-05
2003-04
2005-06
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首家港澳企業榮獲
《國家級非物質文化遺產認證》
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COST
CustomerValue
Valueinnovation
Blue Ocean StrategyBlue Ocean Strategy
Focus: From Competition to Other Choices
e.g.: Redefine Herbal Drinkse.g.: Redefine Herbal Drinks
BLUE OCEAN STRATEGY BLUE OCEAN STRATEGY
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•Naturally Made•Wholeheartedly Good
•真心製造 自然流露
•Reduce•使用添加;藥用意識
•Raise•草本意識;
•自然健康每日選擇;•價值意識
•Eliminate• 古老次等;
•老套
•Create•鴻福堂經驗
•(優質、自家、•真心、自然)
Innovation Strategy
Who Make the Who Make the Difference? Difference?
You!You!
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Business Leader’s Character ‐‐ 4 P
積極 ‐ Positive寓工作於娛樂 ‐ Playfulness熱誠 ‐ Passion堅持、毅力 ‐ Persistence
You Make the Difference!積極 - Positive
寓工作於娛樂 - Playfulness
熱誠 - Passion
堅持、毅力 - Persistence
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Thank you!Thank you!
[email protected]@hungfooktong.com.hk