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Staying in close touch with customers
and consumers around the world has been a key contributor to the success of the
Lee Kum Kee brand. Taking advantage of
new technology will enable Lee Kum Kee to further enhance its communication
strategy on a global scale.
2001 sees the relaunch of LKK.com, the company's global web site. A site has been active at this domain for
about 5 years, following an early adoption of Internet technology by the
company in 1996.
Apart from company information and latest corporate news, the revised version of
LKK.com focuses on the provision of recipes and interactivity.
"Unlike traditional forms of marketing, the Internet allows us to provide a unique
platform to our overall communication abilities", says Jason Beaumont,
Corporate Marketing Manager for Lee Kum Kee in Hong Kong.
"We are a leader in the production of authentic Chinese sauces. LKK.com is a free resource for our consumers
and customers across the world to learn more about us, the products, recipe
ideas and an efficient way to talk to us directly", adds Beaumont.
Mr Lee's Kitchen is the destination for access to the huge on-line recipe
database, providing detailed step-by-step instructions, photographs and even
video clips on preparing and cooking Chinese food.
Want to share your recipes with others? Want
to send an e-card with a difference? Want to play a game? Head to the
Kumunity section. Playing on the name
of the company, Kumunity will become the community part of the site, enabling
consumers from all over the world to share with others their love for Chinese
food culture.
Available in English and Chinese (Big5), more languages are planned. Check it out today and let the guys in Hong
Kong know what you think!
(Hong Kong, Jan 2001)
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