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

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

Asian Case Research Journal (ACRJ), 2006, vol. 10, issue 01, 143-160

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.

Date: 2006
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DOI: 10.1142/S0218927506000752

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