Group member:
Huen Pui Wan
Leung Yuk Ting
Wong Kwok Chung
Cheng Man Chung
201023020E Lau Chi Wa
201023028E
201023022E Lam Ming Kwong 201023031E
201023024E Lau Wing Sum 201026013E
201026011E
Introduction of Pak Fah Yeow
 set up by Mr. Gan Geok Eng for 80 years since 1927 in
Singapore
 developed the medicated oil of White Flower Embrocation
 used to be a merchant operating confectionary, bakery and
provision stores
 initially developed for private use
 decided to produce it on a commercial
basis and offer for general sale
 decided to enter into the Hong Kong
market in 1951
Introduction of Pak Fah Yeow(Con’t)
 has been passing its management to the new
generation
 providing appropriate professional accounting
experience and expertise
 made a lot of changes in the product and the
innovation promotion
 aim at reinforcing the “Hoe Hin” brand by focusing on
different marketing initiatives
Mission to Society
 active in community services by sponsoring activities
 maintained the tradition of donating White Flower
Embrocation to charitable and social organisations
Strengths
 “Hoe Hin” is enjoying a long history company that
has been set up for 80 years
 Has an image of good quality as all of its products are
made with natural components
 Also has a lot of things to improve the quality of the
process to manufacture the product . it’s got the
certificate of GMP (良好藥品生產規範)
 As “Hoe Hin” is a famous brand that can use its
unique brand image to promote their new product
Weakness
 “Hoe Hin” has got an image of old fashion that is only
used by the elderly
 The function of the product is linked with the “sickness”
by the public
 Teenagers will avoid using this product
Opportunities
 People is concerned about the health is increasing,
they prefer to use natural products
 Hong Kong has been facing a lot of infection
epidemics in recent years
 Using of Lavender Oil becomes popular
 Thus it promotes Lavender Oil and a Romantic Spray
with disinfection function
Threats
 There are many competitors which produce similar
product. For example, Zihua Embrocation(紫花油) Po
Sum On Medicated Oil(保心安油)
 The existence of fake products using “Hoe Hin” brand
name in China market affects negatively the brand
image and profitability
Internal Strategies
 develop different new products
 E.gWhite Flower Embrocation- Floral, White Flower
Embrocation
 improve its image
 community services by sponsoring activities
 make the brand more young
 segmenting to geographic and demographic feature
customer makert
 core value while developing new products
 E.g Fruity and White Flower Strain
External Strategy
Hoe Hin Pak Fah Victoria Park Lunar
New Year Sale Income donated to "PE
Link" Charity Fund
Hoe Hin Pak Fah Yeow Manufactory
Limited on 2009 held at the Victoria Park
Lunar New Year Sale, the sale of oil and
white Fu Fu Tsai Tsai 239 million words
patterns folder will be a total raised HKbased $118, 772.60.
All funds raised will not be net of any
costs, donated to support the "PE Link"
charitable fund to help the helpless
elderly and elderly in need free of charge
for life enjoy the "PE Link" and other
comprehensive care services.
External Strategy
Yushu in Qinghai Province on April 14 a 7.1
earthquake, according to official figures, as at
17:00 on the 22nd, the earthquake caused a
total of 2,187 dead and 12,135 people injured
and 80 reported missing, so severe.
Hoe Hin Pak Fah Yeow Manufactory Limited
doing what limited power, and now appeal to
all walks of life to support relief and
reconstruction work in Qinghai. By the April
21 until May 14, the Company in Hong Kong
and Macau every bottle sold, "Hoe Hin Pak
Fah - Fu Tsai 239"product, then donated HK $
10 at the Hong Kong Red Cross to support
relief in Qinghai Use, offer to Yushu in
Qinghai Province to make an effort
compatriots ...
External Strategy
2011 Lunar New Year Festival Fair
We cordially invite you to visit our booth
(No. 143 Dry Goods) for our fundraising
event during 28th January to 2nd
February in Victoria Park Causeway Bay.
This year, the beneficiary organization is
“Society for Abandoned Animals Ltd.
(SAA)” in that works whole-heartedly on
animal’s welfare. Sales of our “Hoe Hin”
products will be wholly contributed
without deduction of the administrative
and production costs to SAA for its
“Animal Emergency Medical Fund”.
External Strategy
Brand Hong Kong Products Expo at
the same time the first was held in
Beijing
「第十三屆北京．香港經濟合作研討洽
談會」
This year's Beijing and Hong Kong will
extend their communication and
bridge the same time, Beijing and
Hong Kong economic and trade
cooperation and actively explore new
models, new ideas, to promote to
promote the implementation of CEPA
External Strategy
More than 80 years of history and Hoe
Hin Pak Fah Yeow Manufactory Co.,
Ltd., from the uninterrupted expansion,
to ensure the quality of the "Hoe Hin
Pak Fah" Referral to the world,
including mainland China, Macau,
Australia, Singapore, Malaysia ,
Thailand, the Philippines, the United
States and Canada. At present, the
"Hoe Hin Pak Fah" in South China,
East China is more familiar to people,
by this exhibition will further expand
the business scope to other provinces,
through into the consumer base,
narrowing the distance to each other.
External Strategy
promotion
 Advertising
 Extensive outdoor advertising-China
 Sale promotion
 Public relation
 charitable and social organizations as philanthropic events
 Personal selling
 joined the “Hong Kong Brands and Products Expo
Implementation
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Total turnover representing a decrease
Profit from operations before fair value changes of financial
Profit attributable to shareholders was increase largely
attributable to the increase in fair value changes of our
investment properties and securities investments
Revenue from sales for this year less than previous year
attributable to less contribution from Hong Kong and
Mainland market
maintained market penetration strategies with more marketing
effort on Hoe Hin Strain Relief and Fúzăi 239
expand distribution network
Evaluation of Hoe Hin
 full of creativity and is active in responding to
change
 keep its company core value (long history,
traditional and high quality) while developing
new products
 make the brand more young, to solve the
traditional image of “Old fashion”
Evaluation of Hoe Hin(con’t)
 the new product does not affect the core
image of the company
 develop a good image and open a new target
market for the company
 invest resources to promote Hoe Hin Strain
Relief and Fu Tsai 239 series (white oil quiet)
Evaluation of Hoe Hin(con’t)
 managed by the new generation is successful
because of the growing of the profit.
 Revenue from sales of Hoe Hin brand of products
increased
 remained the major market of the Hoe Hin brand
of products
 Mainland China accounts for about 28.3% (2009:
28.0%)
 Both contributions from Hong Kong and
Mainland China had been more than last year
 contributions from other regions had been
improved.
Recommendations
 the family conflict may appear in the company
 whether bringing professional outside into the
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company would help to solve this problem
what would be the problem that would bring to the
company
how to solve the problem between old staff and the
new CEO is needed
the unpopularity of the new product
analyzing what types of new product “Hoe Hin” should
develop in the future to match for the public need
Conclusion
 the effort of the company to change the image, from
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product to promotion, in order to capture more target
market
how the new generation of the company responding to
the need of the environment
has an innovation in developing product and
promotion
not have the complete plan in the process of developing
product
has innovation of thinking and enlightening
management style to keep its old staff loyalty and listen
to both sides of opinions