Joyoung Soymilk Maker: Segmentation, Targeting, and Positioning Harvard Case Solution & Analysis

The Joyoung brand was launched in 1994 when a group of recent college graduates invented the world's first automatic popular soymilk-manufacturer home appliance. It was further reorganized in September 2007 to the present Joyoung Company Limited. Joyoung's sales grew quickly from RMB 6 million in 1994 to 120 million in 1999, and this tendency has continued into the new century. By Philips Home Appliances in the Chinese marketplace, the signature product of Joyoung-the soymilk manufacturers-alone have already surpassed the sales by the first quarter in 2006. Contrary to its current success, yet, Joyoung Soymilk Manufacturer's start did not go easily.

People had no idea what this new creature was believed to do when the first version of the automatic soymilk maker was introducted in 1994. The first 2,000 components of Joyoung products remaintroducedined piled in storage for months. Joyoung subsequently decided to conduct some marketing research.

PUBLICATION DATE: December 31, 2008 PRODUCT #: KEL386-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING

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