30 March 2008

Case Study - Aji Ichiban

In Japanese, Aji Ichiban means "the best and superior." But how to be the best and superior? Perhaps Aji Ichiban has the answer.

Aji Ichiban, established in 1993, is a leading confectionery retailer which has been enjoying widespread popularity in Hong Kong. Currently, it operates about 100 outlets located at major shopping centres, housing estates, railway stations, and airport in Hong Kong, such that customers can access it almost wherever they are.

Unlike traditional snacks that are often packed in colorful bags, Aji Ichiban packages products in transparent bags, enabling customers to be aware of how fresh and hygienic the products are. Aji Ichiban has also been taking initiatives in providing a wider range of packaging and product choices. For example, it started to provide individual packaging for preserved fruit since 2001, and launched a new healthy green tea moon cakes during the Mid-Autumn Festival of 2002.

Aji Ichiban aims to provide customers with best products as well as superior shopping experience and after-sales services.

Over the years, Aji Ichiban has received many prizes, such as the "Hong Kong Top Brand", the "Top Ten Business Maker Award" in 1999 and "Superbrand" in 2003, 2004 and 2005.

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