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Sau San Tong: A Paragon of the Slimming and Beauty Business

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  • Susan Tai

    ()
    (Department of Management & Marketing, The Hong Kong Polytechnic University, Hum Hom, Kowloon, Hong Kong, China)

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    Abstract

    Sau San Tong Holdings was established in July 2000 and initially sold Chinese herbal slimming medicines. In 2001, it moved into the full-body slimming business. Within three years, the company had transformed itself into a Growth Enterprise Market listed company, operating four slimming centres in Hong Kong and two in Shanghai. The major shareholder, Shirley Cheung Yuk Shan (the former TV artist) controlled over 50% of the company. Shirley Cheung, who had strong marketing skills and a special talent in selecting celebrities as successful and persuasive spokespersons, had developed Sau San Tong into a paragon of the slimming and beauty business. This case explores marketing strategy and communications for a service.

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    Bibliographic Info

    Article provided by World Scientific Publishing Co. Pte. Ltd. in its journal Asian Case Research Journal.

    Volume (Year): 10 (2006)
    Issue (Month): 01 ()
    Pages: 143-160

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    Handle: RePEc:wsi:acrjxx:v:10:y:2006:i:01:p:143-160

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