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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)

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.

Suggested Citation

  • Susan Tai, 2006. "Sau San Tong: A Paragon of the Slimming and Beauty Business," Asian Case Research Journal (ACRJ), World Scientific Publishing Co. Pte. Ltd., vol. 10(01), pages 143-160.
    • Handle: RePEc:wsi:acrjxx:v:10:y:2006:i:01:n:s0218927506000752
    DOI: 10.1142/S0218927506000752
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