Session 4: Assignment One Question

An example of Internet marketing which is particularly effective ~ Eu Yan Sang

http://www.euyansang.com/

Eu Yan Sang (EYS) is a famous company in Asia which engages in promoting the Traditional Chinese Medicine (TCM). Its aim is clear by mentioning "Caring for Mankind". In order to make people knowing the importance of TCM, the web-site introduces EYS's long history and numerous awards and even it is going to celebrate its 130th Anniversary. This gives customers confidence indeed.

In addition, products introduction and its online store provide convenience for customers to place their orders on-line. At the same time, its modern design really changes the image of TCM which was old-fashioned before. That draws closer the distance between the company and the customers. The column "Management Q&A" asking for feedback and comments. That helps to build good relationship between management & the users.

In fact, due to strong competition in the market & the trend of consuming TCM, new products are introduced to the market from time to time. It's importance to announce it publicly. Before, EYS mainly promoted the products on TV, newspapers, posters...etc. But now, via the web-site, customers can browse the info easily. All these elements enhance the sales and even the image of the company. Thus, Internal marketing is a way out to establish its TCM kingdom in the near future.

An example of Internet marketing which is ineffective ~ Muji

http://www.muji.com.hk/store_chin.asp

Muji is a company come from Japan which mainly sells stationery, clothes, furniture...etc. However, its Internet marketing is not user-friendly & doesn not offer a convenient way for customers. The front page only shows all shops' address & a contact channel for customers' enquiry by sending email. However, the web-site of Muji in Taiwan provides more useful & detailed info for customers to search, such as, latest update, recent activities & promotions, shop address, products introduction, the history of Muji...etc. Even it provides a way for customers to give their personal opinions. In order to enlarge HK market nowadays, the web-site of Muji in HK should be re-designed and put more functional elements on the web-site as Taiwan & Japan do. At the same time, the Internet marketing should bring out a message for its target market, i.e. simple is Muji's theme which is unique and special and like no others.

This act can really help to build consumer's confidence and a right image of the company. From time to time, the theme of the company will be sank in people's hearts. When they think about simple design, they will think about Muji at once. In long run , caring for customers is vital in any business.