In Q1 of 2008, JF has launched their new fund marketing compaign in Hong Kong. In this blog, editor would like to share and discuss this fund marketing strategy from a public and customer point of view first and then try to just some editor recommended measurement of the effecttiveness in later discussion (for details, please refer to Editor's another articles - HK Finance Marketing Communication Guide)
Marketing Segment
The fund provides a very clear marketing objective to point to the Chinese populations with a senior age group.
To do this, they use a very traditional name so called 5 Elements (Ng Han) to try to attract awareness and gain this segment recognition.
It is quite clear that they have pick a massive and undifferentiated segment which covers the HK people from a big age range as Editor can see they place ad in a number of financial magazines (i-Money, Economic Weekly, Next magazine etc), daily newspapers, having 3 mins TV program to introduce this fund in TVB at night at 22:30 for 2 weeks, MTR poster ads in the commercial areas.
Compaign Observation
It is a resourceful marketing strategy to educate and market this fund by using all the major marketing channels. Let's time and result to judge this compagin success or not. Editor will follow up and monitor this fund to see how much sales can be made by this marketing campagin and let's have a cost-effectiveness point of view to analyst it in the later publishing articles by editors
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