Sharing of Entrepreneurs/Enterprises for Innovative

Lan Kwai Fong – Over Two Decades of Success

During festivities, you will definitely name Lan Kwai Fong as the place to go. Recognising the successful branding of Lan Kwai Fong, HKIM organised a visit and Christmas party there this December.

During the visit, we were honoured to have Dr Allan Zeman, GBS, JP to talk to us about story of Lan Kwai Fong's success.

Twenty-three years ago, when Dr Allan Zeman was traveling around top cities of the world, he wanted to come to Hong Kong as an act of self expression. Thus, the story started when Dr Allan Zeman saw Lan Kwai Fong.

"Lan Kwai Fong then was only a street with lots of Chinese supermarkets, rubbish, old buildings…. But, I see in it a beauty", Dr Allan Zeman recollected. "It was different from Wanchai. It was only one block from Queen's Road and could gather different people from different culture. There were French, Canadian, Italian, etc. This was the place where 'Gwei Lo' (expatriates) hang out."

After choosing the right place, "I need a name to market it", Dr Zeman said. He chose the name "California" because it imparts an international and comfortable feel. "Everybody comes to California to enjoy driving, sun and thinking of movie stars. It gives a very 'comfortable' feeling to the customer."

Eventually, California became the most popular place where locals and expatriates gathered. Dr Allan Zeman further extended the business and opened more international restaurants on the street. "I have created different products in Lan Kwai Fong that draw different people 24 hours a day, from breakfast, brunch, lunch, happy hours, dinner and after dinner". It has successfully attracted an international following and is famous the world over. Over time, the name 'Lan Kwai Fong' has evolved from a name of a street into a brand, a logo and an icon.

Dr Allan Zeman recognises the importance of logo and graphic design. He designed the full range of logos in Lan Kwai Fong and all are based on two principles, namely simplicity and user friendliness. After all, Dr Zeman pinpointed, "Marketing is about taste. Hong Kong is a world-city and what we do should be the best, at the world class level."

"To sustain your products, you need to create excitement and make customers buy it." Dr Zeman further elaborated. He successfully brought Halloween to Hong Kong and made it from an expatriate-only festival to a popular happening all across the Territory. Today, Lan Kwai Fong is the place where people go for festivities.

As for promotion, Dr Allan Zeman said he valued word of mouth and the press. Launching big events and attendance by celebrities and socialites gained most press coverage for Lan Kwai Fong. Besides, Dr Zeman welcomes most FIT (frequent independent travellers) to visit and film with the Lan Kwai Fong street sign as background. "It is free advertising and the most effective promotion that spreads over the world."

Nothing Else More Desirable Than Perrier

Mr Andrew Wan, Commercial Manager, Wan (Corporate Services) Limited, the exclusive distributor of Perrier in Hong Kong shared with members the marketing activities of Perrier. With a distinctive look and natural carbonation, Perrier is a renowned Frence label know worldwide. The brand is focusing consuming occasions, namely, dinning and party. With its unique bottle packaging and famous tiny bubbles, it aims to keep people thinking about style and fun in all occasions. Mr Wan further cited that the marketing strategies in 2005 will use mixed drink promotion with syrups, juices and alcoholic beverages. Moreover, a new product Perrier Fluo will be launched that offers consumers a new experience of extraordinary sensation with flavours of plants and fruits natural extracts.

Evaluation:

OVER 90% of the participants found that the topic and the contents were GOOD or VERY GOOD.

About 90% found that the venue of the visit was GOOD or VERY GOOD.

85% thought the overall gathering was GOOD or VERY GOOD.

About 90% would join and recommend their friends to join similar activities in the future.