WINTER 2012 | HK$80

WeChat Vs WhatsApp:THE FIGHT FOR YOUR SOCIAL LIFE

8 Marketing Trends for 2013The Ethics of Marketing

Crisis Management: When the Enemy is the World

Enhancing Consumer Protection in Healthcare

EXECUTIVE COUNCIL 2012-13

Mr. Sherman Lam FHKIMChairman

Ms. Dora LeeMHKIM, CPM (Asia)Council Member

Mr. Johnson LoMHKIMCouncil MemberProfessional MembershipCommittee (Chair)

Ms. Rosa Lau MHKIM, ProMHonarary Treasurer

Mr. Gerry Ma, JPSHKIMCouncil Member

Mr. Philip PauFHKIMVice-ChairmanInstitution Membership &Training Committee (Chair)

Mr. Ernest Ngai MHKIM, ProMCouncil MemberEducation Committee(Chair)

Dr. Lisa Sham SHKIM, ProM, NMMQCouncil MemberEducation Committee(Deputy Chair)

Mr. Max LauMHKIM, ProMHonarary Secretary

Mr. Jeffrey HuiMHKIM, ProMCouncil MemberActivities Committee (Chair)

Happy year of the snake! For us marketers, this will herald an exceptionally good year because the snake is known for its intelligence and creativity, qualities that makes us communicators

par excellence. In this issue we look at a range of topics that will make us think, change our ways and shape our values.

Topping the list will be the rapid transition of the smart phone into an integrated lifestyle concierge: something that you can never be without, a friend that knows it all. Won’t it be wonderful, and maybe a bit scary if wrongly used, if we can actually have some influence over what this device can and will speak with us!

Hong Kong, the freest economy in the world, may also be the most liberal place in the world for “free speech”. Looking at the headlines, one might be forgiven for thinking that our city is the centre of corruption, choked in dense pollution, run by a bumbling and lethargic administration, and oppress dissent and incarcerating conscientious protestors.

Of course, none of the above is true. The new challenge for marketers will be the handling of misleading information, lies and libel spread by distracters, magnified by the press, and made virulent by social media, in a sensitive and forthright manner. The traditional gentlemen’s game of public relations is passé, and new ways are called for.

As we enter the New Year, we look forward also to bringing more to our members. In addition to ongoing workshops and seminars, we are inviting our veterans in the industry to pass on your experiences by becoming Marketing Trainers. The HKIM is a platform for learning, networking and mentoring. We hope that our members will find this platform useful.

香港市務學會二零一二冬季刊

H O N G K O N G I N S T I T U E O F M A R K E T I N GQ U A R T E R LY W I N T E R 2 0 1 2

Editors: Edward Wong, Joanna HuangAdvertising: Joanna HuangContact Phone No.: (852) 2893 6090Design: Leona Wong Design Co.

OUR MISSION

HKIM is committed to become the most significant force in Marketing in Hong Kong representing marketing professionals with the aim of establishing, fostering and promoting a high standard of professionalism, excellence and ethical integrity in the practice of marketing.

OUR OBJECTIVE

In pursuit of marketing excellence, HKIM aims

1. To act as a leader and unified force of marketing professionals for fair marketing practices, in collaboration with businesses, industries, the education sector, government and NGOs.

2. To provide a platform to facilitate learning and sharing of marketing knowledge, and for fostering excellence in professional marketing practices.

3. To offer programmes and activities that will promote and uphold standards, practice and ethical integrity of marketing.

4. To establish benchmarks and make awards in recognition of marketing excellence and contributions to the local community.

CONTRIBUTING NOTE

Marketing Excellence welcomes articles from HKIM members and other that would be of interest to its readership. The articles could be on some general aspect of marketing, a specific aspect, a marketing campaign conducted by your organization and anything that shares your insights, experience and knowledge.

Articles can be up to 1,000 words in length (supplied as Word file). Diagrams or photos (.jpg, .tif, .gif, .Excel format) can be included (sent as separate files, not as part of a Word file). Send your submission to editor@hkim.org.hk

DISCLAIMER

Marketing Excellence is published quarterly by the Hong Kong Institute of Marketing. Views expressed by individual contributors do not necessarily reflect or represent those of the Hong Kong Institute of Marketing. Claims, statements, assertions and relevant articles made by advertisers and contributors in this publication are the responsibilities of the advertisers and contributors.

The publisher accepts no responsibility for damages or loss of materials submitted for publications. Articles submitted may be edited for length or content.

© Copyright 2013 Hong Kong Institute of Marketing (HKIM). All rights reserved.

Forward

CONTENT 目錄

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It’s More Than A Chatting Application Will WeChat Take Over WhatsApp?

When The Enemy Is The World

8 Marketing Trends for 2013

The Ethics of Marketing

United Breaks Guitars

Membership Update

Fabulous Moment: HKIM 30th Anniversary Gala Dinner

Symposium Recap: Enhancing Consumer Protection In Healthcare

Site-Visit Highlight: The Hong Kong and China Gas Company Limited (Towngas)

Events Recap: - Tell A Story That Differentiates You From the Crowd- The “Modern Business Class x CEO Sharing” - The Lean Start Up

Registry of Marketing Trainers

Online Quiz

Foon’s Diary: No Wanton Change

HKIM Activities Calendar

4 / WINTER 2012

WeChat, China’s own mobile messaging application by the internet giant Tencent,

is stomping towards rapid success. It reached 100 million users in March 2012, and is closing on the 200 million mark just seven months later. WeChat is being tipped as the first Chinese social media application with potential to go global.

Loaded with features, WeChat is an all-in-one chat application packed with capabilities for one-to-one and group conversations, text, audio, pictures and video sharing, plus a boatful of social networking tools echoing Blue Tooth possibilities when it was first marketed. At the other corner is WhatsApp, the brainchild of two yahoo veterans, Jan Koum and Brian Acton, which was first launched in 2009 and has changed the way Hong Kong people, if not the

Will WeChatTake Over WhatsApp?

world, communicates. Parting ways from the traditional no charge for users online business models, WhatsApp is a paid, advertising-free, application.

Users fork out a paltry US$1 after the first year of use, except for iphone owners who pay upfront from the itunes store for the download.

According to the Financial Times, Whatsapp aimed to provide “an experience almost identical to traditional texting, but free after the purchase of the app.”

Koum and Acton says they are both utilitarians, and “want to build a

product people can rely on…What we are trying to build here is a long-term persistent sustainability.”

Their back to basics, low key approach seems to be working well. WhatsApp now has around 300 million users worldwide, with 10 billion messages zapping across its servers each day.

In Hong Kong, WhatsApp is used by 3 million people or 45 percent of the population, according to Koum in an interview with the South China Morning Post in October 2012. How would the new kid on the block like WeChat attack an entrenched market leader where other apps like

It’s More Than A Chatting Application

“How would the new kid on the block like WeChat attack an entrenched market leader where other apps like Line has failed? “

Michael H. Wong / Joanna Huang

WINTER 2012 \ 5

album timeline where users can upload and comment on their photos.

Intensive Publicity is Key to Marketing to Hong Kong

Contrary to WhatsApp’s quiet approach, WeChat’s first six months in Hong Kong was backed by a massive publicity campaign, with outdoor booths, celebrities promotion, and advertising on buses and tunnel posters.

In March 2012, Tencent blanketed almost all of Hong Kong’s newspapers with front page advertising to promote WeChat. A joint promotion with McDonalds’ helped push awareness to new heights. “By allowing commercial brands to register accounts, they can post messages directly to the user…It is a win-win-win promotion strategy,” said Tam.

Beyond simply working with strong brands, WeChat also taps into Hong Kong celebrities by sponsoring various concerts, song award presentations, movies and even micro-videos.

Who will prevail?

If WhatsApp is the strong, quiet kind, WeChat is the life of the party. One drives the business with a low overhead, volume driven, low priced user-pays model based on simplicity. The other goes for multi-facet, free content fuelled by advertising income. How this battle plays out depends on several crucial factors

• Overpowering the first moveradvantage.“WhatsApp has already taken the lead in Hong Kong,” Tam

analyzed, “in order to establish itself, WeChat has to position and highlight its multifaceted interactions that users will love.” Will consumers be moved by the bells and whistles that WeChat is betting on, or will they prefer a functional, simple and ad-free protocol?

• The Made in China syndrome.Tensions between the world’s two superpowers make it difficult for Chinese internet firms to expand beyond the mainland, as the Huawei incident in the United States shows. Media accusations that WeChat’s v o i c e - m e s s a g i n g a n d u s e r s ’ movements are monitored by secret Chinese agencies will continue to haunt the company and may curtail its spread across the globe. How, and whether WeChat can overcome this perception will be the key to its international success.

• Snappingtheoverstretchedbrand. Do users want social networking appl ica t ions? With “Shake” , “Moments”, and even future plans for a payment gateway, is WeChat stretching its product beyond the core functionality and run the risk of confusing users? On the other hand, WhatsApp stays close to the core promise to simply provide the most used, reliable and basic functions.

WeChat is storming the market with powerhouse marketing, bells and whistles, leveraged on the back of the gigantic China population, while WhatsApp takes tiny steps with little improvement in each update. What will be the destination of these two applications? We will see.

Line has failed? Let’s take a look at what’s in WeChat’s arsenal:

From Chatting Application to Networking ApplicationNorman Tam, Head of Tencent Hong Kong, said on an interview with The Sun magazine that “WeChat is not simply a communication tool between friends, but a mobile communication attitude towards life.”

Aside from standard chat capabilities, WeChat creates many interactive features, like the “Shake”, “Drift Bottle” and “Look Around” options, allowing users to make more new friends by literally shaking your phone to search for people nearby. In addition, WeChat features “Moments,” a photo

VoiceChat (Push to talk)may be a Key DifferentiatorIf WhatsApp is doing to SMS what Skype did to international calling on fixed lines, then WeChat aims to differentiate itself on VoiceChat. This function may position WeChat as being more user-friendly by allowing people use the phone as a walkie-talkie. Tencent expects VoiceChat to be especially popular in Asia, where Chinese or Asian characters may take longer to input.

6 / WINTER 2012

T he sweeping wave of activism has found a strong following in Hong Kong. What was

previously the realms of the policy and public sector, now affects many commercial and private sectors too.

When a small segment of Hong Kong’s middle class neighborhood of Whampoa Garden got upset with the housing estate management company, they didn’t just write and complain. In early January, they actually took to the streets, supported by local politicians and even a Legislative Council member.

Almost any organization can be a target of activism. Cathay Pacific’s high profile labour dispute can be predicted and is almost a fixture during peak travel seasons. Fortunately for travelers the recent crisis was resolved just in time, but not before the company had to deal out some uncommon publicity tactics, including newspaper advertising to get their side of the story aired.

Classical public relations strategy on handling a crisis can be defined in three phrases: tell the truth, convey a consistent message, and communicate in a timely manner. While these truism still holds, the complexity of the media, the explosive potion of politics, activism and social discontent makes

this classical approach dangerously naïve.

While in better times, we can count on the truth to be told, sea changes in the media landscape has caused a drastic shift in news reporting. Editors are less interested in getting the facts right than

© AFP / Getty Images

When the enemy is the world

Michael H. Wong FHKIM

WINTER 2012 \ 7

a sensational and raging headline. Take the recent case of Executive Councillor Franklin Lam, whose quote “I do not discriminate against new immigrants”, became “I discriminate against new immigrants” and then splashed across the front page of a certain best-selling newspaper.

In this new age of corporate image management, we see the following:

ANYONE CAN BE A VICTIM OF A MALICIOUS ATTACK

Whether you are the government, charity, private sector, educational institute

or service organization, you have to be sensitive to the reality that someone is out to get you. That someone can be an investigative reporter, a competitor, a customer or an unhappy employee. While the latter may not instigate an attack, he will be the most destructive weapon in the attacker’s arsenal.

THE TRUTH DOESN’T MATTER

Nobody unde r s t ands and use this better than street activists, pressure groups and

politicians. Get your attack down to a four character label of generalization: such as “government and businesses collaboration”, or “property giants hogging power” and so on, and you have the pillar of a overwhelming media campaign. The angrier and more caustic the better. They realize that the general public is not interested in explanations and complexity that truths are sometimes based on. The media love “summary executions”, as these fit so nicely into the headline of a front page.

THE ATTACK CAN BE FATAL

T he December “expose” by a certain newspaper of a suspected gutter oil factory supplying

substandard cooking oil to 13 Hong Kong restaurants turned out to be a false alarm. However as a result of this report, the factory got into heavy financial troubles and has since closed.

Our former Chief Executive Mr Donald Tsang left his post in humiliation for alleged charges of greed, a sad end for a dedicated and capable public servant.

How can we prepare for the new era of media management? Organizations can consider one of the following approaches

HAVE FRIENDS

Nothing is more effective than having others vouch for your organization. It

is thus worthwhile to cultivate, during peacetimes, strong bonds and alliances with reputable companies, organizations and individuals, and ensure that they understand the values

© Photo: SCMP

attacker is after, you may be able to defuse a lot of attacks from the start. What is the propagator’s background? W h e r e i s h e l i k e l y t o g e t h i s information from? Have you kept your house in order and ensure your staffs understand your company’s policies and actions? What are the chances of getting politicians involved? How sympathetic is the media to your organization? Is there anyone who will stand up for you?

Based on a cool headed look at these and more, you might decide to wait the situation out, measure your response, or to start world war 3.

you stand for and your practices. In a battle, their experiences with your organization can help them sympathize with your situation, and even offer a helping hand in form of support or endorsements.

ATTACK MAY BE THE BEST DEFENSE

T he classical PR strategy in a crisis will advise taking a low-key, defensive demeanor, the

rationale being to stop media from stirring up the issue beyond its scale. However, as our media scene is less interested in the truth than a juicy

headline, the best way to ensure your stance gets into the newspaper may be a violent attack into the enemy territory. It goes without mentioning that this attack should still be centered upon the truth.

When all else fails, consider lawsuit and buying advertising space to get your side of the story in. In addition, a vigorous defense (or a guarantee of a counterattack) is the best deterrent against malice, as forty years of the Cold War has shown.

PICK YOUR BATTLES

T he smartest generals know themselves and their enemies. By understanding what your

8 / WINTER 2012

8 Marketing Trends For 2013

Each year as always brings anticipation of change and better times. This year, with the US economy cautiously lifting itself out of the doldrums; the Europeans bottoming out and hopeful for a slow revival; and a greater sense of realism about possibilities; what holds for

Hong Kong marketers in 2013? Here are our predictions:

1. MOBILE MARKETING WILL BE THE NEW SOCIAL MEDIA.

Facebook, Gmail and YouTube are still going to be around, but not through the traditional platforms. With close to half the population on smart phones, customers are going to be more receptive of “SoLoMo”, the integration of mobile applications, retail merchants and our daily routines. Three other factors are likely to further accelerate SoLoMo: deeper penetration of mobile devices fuelled by aggressive marketing by major manufacturers; the anticipated battle between WhatsApp and WeChat will be likely highlight location push applications, and 4G which can enable even more, faster data transfer to give us sharper videos and more possibilities with clouding.

2. GETTING THE JOB DONE WITH CROWDSOURCING.

Online voting, competitions, ideas solicitation: smart phones, being always on and engaged, are the latest trend for mass participation and contributions. The benefits of crowdsourcing: audience engagement and a possible path to loyalty, and the obvious benefit of getting your ideas for nearly free. At the same time you can be assured of some level of support from the masses.

3. CROSSING OVER WITH CSR THEMES.

Corporate embrace of social responsibility is kicking up a few notches: we will hear much more about social enterprises, where professionally managed organizations are focusing on doing good, and plowing profits into welfare instead of shareholder coffers. Even the Standard Chartered Marathon is urging participants to run for a cause. Consumer engagement programs which benefit NGOs and charities will see even greater momentum. This year’s popular causes will reach beyond the staple environment and poverty issues and charities that support creativity, literacy and social harmony will be stepping into the spot light

4. MORE ANIMALS IN MARKETING.

Notice the number of advertising featuring pets? Cats and dogs are crossing the boundary from pet food into non-related mainstream commercials. The highly acclaimed Mannings “Cat” television commercial is probably one of the most talked about TVCs. This may be due to increasing penetration of household pets in Hong Kong (to about 10%) and the relatively upscale demographics of pet owners (65% with household incomes over $20,000 per month). Not to mention that with computer animation, the previously impossible task of filming dogs and cats is now a breeze.

Michael H. Wong / Edward Wong

WINTER 2012 \ 9

5. CONSUMER ACTIVISM RAISES ITS GROWLING HEAD.

We all know that the customer is always right; now the customer is beginning to realize it as well. They are demanding much better service, much more attention, better quality, and a lower price. And when they are not happy, they are vocal. Much more vocal. Combined with social media, the online equivalent of a mob-lynch is simply finger tips away. Note the Dolce and Gabbana incident where Facebook mobilization led to the complete humiliation of this Italian fashion giant. Sometimes political sentiments and maneuvering come into play too, as the recent milk-powder fiasco shows.

6. MORE PRIVACY CONTROL.

Your personal information has never been more precious. On one end, marketers are trying to pry more out of you with countless touch points in the name of “customization.” At the other end, preservation of privacy is rising to become a top business priority. Organizations will be required to invest more to protect consumer data from accidental or malicious disclosure, else suffer a very public media grilling, as public servants who have accidentally lost their memory devices have gone through.

7. SHOW ME THE MONEY.

After the drunken euphoria of engaging the masses with social media, marketers are waking up and finally asking for real, tangible results. Social media’s greatest challenge is getting people to do more than just “like” something. There are measured successes with some Facebook campaigns, such as Compass Visa’s ongoing stream of “one like one dollar” campaigns to chosen NGOs. Astute social media scientists will be looking for ways to push the envelope on Web 2.0 accountability.

8. BACK TO BASICS:

Content is King. What is marketing after all, than a master story teller spinning an endearing yarn? Wary of all the gee-whiz technology that Web 2.0 brings, marketers are back to asking basic questions: the “why”,

“how”, leading to “what”. Then creating a persuasive tale that captures hearts and minds. Online managers are realizing this with the rise of the Chief Content Officer and the Content Manager.

10 / WINTER 2012

The Ethics Of Marketing

Horace Wong FHKIM

By the time this article reaches the hands of readers, the doomsday of 21 December 2012, has gone

and is over. We all survived. Erik Velasquez, an ethics specialist at the National Autonomous University of Mexico said the doomsday prophecy is a marketing fallacy.

“Marketing fallacy” was celebrated in Mexico, for Mexicans to draw in tourists and profit from the ancient theory. Marketing ethics has been ignored.

The purpose of marketing is to create a competitive advantage: to do a better job than competitors in satisfying the customers.

In modern times, marketing is more

than simply meeting needs with wants. With the power of cyber information, is it the other way round that marketers are actually influencing consumer decisions and creating wants instead? Indeed, many marketing appeals have been designed to cause people to purchase more than they need or can afford. Unsolicited offers of credit cards with high limits or promotions that seek to stimulate unrecognised needs are often cited as examples of creating wants.

Customers are becoming sophisticated – wanting to see what they are buying are not the ones created by abused community resources.

Organisations now attach greater focus on ethical values in the product

creation process. This focus has come about for two reasons.

First, when an organisation behaves ethically, customers will become positive about the supplier, its products, and its services. In reverse, as news get around, dissatisfied customers can generate bad publicity which could permanently damage the image of selling organisations.

Ethical marketing do not destroy a well established brand. Ethics win customer loyalty by assuring value for money and a high standard of production.

Second, ethical abuses frequently lead to social or government pressure on businesses to assume greater responsibilities for what they do.

As a result, governments legislate against malpractices, while consumer interest groups, the media and professional associations exert influence on marketing. The involvement of non-government groups is important. Laws and regulations may not be developed to cover every possible abuse nor would they be introduced on time to address an immediate situation.

Organisations and industry groups often develop codes of ethics as guidelines for businesses to follow. These self-regulations prompt early responses to changes in market conditions, so helping businesses to avoid extensive government interventions and minimise new legislations which may not be advantageous to business.

The 4Ps of Unethical Marketing

Ethical issues of marketing are usually related to promotion and product quality. Making false or

exaggerated claims of what products can do are very common, but equally common is selling very poor quality products that cannot function in the way the consumers had expected.

Marketing practices are deceptive if customers believe they will get more value from a product or service than

WINTER 2012 \ 11

they actually receive. Deception, which includes misrepresentation, omission, or misleading practices, can occur in different elements of the marketing mix. Exaggeration of product quality and safety are among the most frequently voiced complaints. Products which can be used for ever are not necessarily the best products.

Quality should mean ‘value for money’. The same kinds of products can be sold at different prices which reflect the overall quality, and customers buy the ones that suit their needs at prices they are willing pay.

Poor quality products, simply put, are those not living up to the benefits of what have been promoted. An organisation marketing poor-quality or unsafe products is taking a chance on its reputation and exposing itself to risks of product claims. Sometimes, however, frequent changes in product features or performance, often occur in the computer industry, could be misinterpreted as unethical.

False or greatly exaggerated product or service claims are also deceptive. Deceptive packaging is constituted by intentionally mislabelling a package as to contents, size, weight, or use information.

Selling hazardous or defective products without disclosing the dangers, failing to perform promised services, and not honouring warranty obligations are also considered deception.

Deceptive pricing practices cause customers to believe that the price they pay is lower than it really is. The deception might take the form of making false price comparisons, providing misleading suggested selling prices, omitting important conditions of the sale, or making very low price offers available only when other items are purchased as well.

Promotion practices are deceptive when the seller makes false claims about benefits offered, or intentionally misstating how a product performs.

Selling techniques can be immoral as well. Selling methods (e.g. pyramid and ‘bait-and-switch’ selling techniques) affect sales, enticing customers to buy more than what they need or buy something they don’t actually need.

Research is another area in which ethical issues may arise. While information gathered from research can be important to the successful marketing of products or services, consumers would be concerned about privacy issues.

They are resistant to give out personal information that might cause them to become a marketing target or to receive product or sales information. When data about products or consumers are exaggerated to make a selling point, or research questions are written to obtain a specific result, consumers are misled. Without self-imposed ethical standards in the research process, management will likely make decisions based on inaccurate information.

Consumers can become sceptical of marketing claims and messages because of the large volume of information given to them. Cheated once, customers will often turn to a different source.

Offensive Promotional Materials

C ustomers are at the receiving end of marketing information. Marketers control what they

hear but when people feel that the messages are offensive, they may pressure vendors to stop carrying the product. Thus, all promotional messages must be carefully screened and tested, and communication media, programming, and editorial content

selected to match the culture, tastes and interests of target customers.

Objectionable materials are more than the contents of messages delivered. There are concerns of timing and frequency, particularly in these days of direct marketing.

An acceptable message for one demographic group may not be so for another. Similarly, ethnic groups have different standards as well.

Marketing to Children

C hildren are an important marketing target for certain products. Because their

knowledge about products, the media, and selling strategies is usually not as well developed as that of adults, children are likely to be more vulnerable to psychological appeals and strong images.

Thus, ethical questions sometimes arise when they are exposed to questionable marketing tactics and messages.

For example, studies linking relationships between tobacco and alcohol marketing with youth consumption resulted in increased public pressure directly leading to the regulation of marketing for those products.

The proliferation of direct marketing and use of the Internet to market to children also raises ethical issues. Sometimes a few unscrupulous marketers design sites so that children are able to bypass adult supervision or control; sometimes they present objectionable materials to underage consumers or pressure them to buy items or provide credit card numbers.

When this happens, it is likely that soc ia l p ressure and subsequent regulation will result. Likewise, programming for children and youth in the mass media has been under scrutiny for many years.

Similar considerations should be made when marketing to minorities.

ETHICAL NORMS

As Marketers, we must:1. Do no harm. 2. Foster trust in the

marketing system. 3. Embrace ethical values.

– American Marketing Association

12 / WINTER 2012

United Breaks Guitars

In 2009, baggage handling crew of United Airlines mishandled the guitar of a popular Canadian singer.

Dave Carroll saw his guitar was being thrown about when sitting in the plane. He complained, but for 9 months, he was not getting anywhere. He then wrote a song ‘United Breaks Guitars’ and put it on YouTube (http://www.youtube.com/watch?v=5YGc4zOqozo).

It was first posted in July 2009, and by mid-August, there were 5 million hits. Carroll was following satirical writer and film maker Michael Moore by making public unfair practices he saw.

The result was an apology from the managing director for customer solutions and a request for permission to use the tape for internal training.

The social media demonstrated very well the power of the Internet. It is more than a simple extension of hyper link in shifting the way people communicate.

People and their communities are on a path of change that is more powerful and perhaps more significant than all past changes in the technology of information. The way people deal with each other and with the distant world has been transformed by technology and innovation which will be forever more intertwined with each other from now on.

The ease of connectivity has made the voice of customers louder. Customers can now make comments and requests directly to the target audience, sympathetic customers and the staff. Guard posts to prevent information intrusion can be by-passed and a consequence for the affected business is that work processes may have to be organised differently.

Social media and blogs could be a

threat to businesses and their leadership because the informal communication may become out of control. The speed of messages being passed around can also make timely responding quite an impossible task.

The traditional lines of communication in an organization chart are now driven

to peer to peer relationship and therefore decentralising communication.

For the organisation, this kind of communication could be a burden, and even worse, a channel where customers can share information about a business, sometimes unknowingly to the company itself.

Horace Wong FHKIM

To counter the ease of direct communication, some companies are making it difficult to communicate by phone or the Internet by putting

in layers and layers of guard posts. Callers are deliberately bored by the many options or ‘selections’ they have to chose at each guard post before they can access the next level of choices and reaching the ultimate source of information or person is a daunting task for patience. While businesses on one hand say that they are prepared to hear customer comments, on the other hand, they are building obstacles to stop the messages to come through, most probably because of the volume is too big to handle.

Telecommunication providers are well known for being difficult about receiving direct customer communication. Customers wanting information have to go through many layers of ‘selections’ before they can reach for a source for the information they need. The approach to screening off enquiries completely destroys the purpose of customer service.

With or without YouTube, luckily, in Hong Kong, we have a watchdog government agency – ‘OFTA’ to ensure complaints against telecom services are attended to.

WINTER 2012 \ 13

MEMBERSHIP UPDATEWith 2013 and the Year of the Snake just round the corner, MAY WE WISH YOU A VERY HAPPY NEW YEAR!We hope this year brings lot of prosperity, good health and happiness to you, your family and associates!

Core Membership Scheme

10% DISCOUNT ON ANNUAL SUBSCRIPTION• After a tracking and review of membership renewal patterns, the 5-year option will

dropped due to lack of demand while the 3-year option remains. Members who opt to renew for 3 years are entitled to a 10% discount on the regular membership annual subscription

APPLICATION FEE REDUCED BY 50%• For first time applicants, the application fee will be reduced by 50% to HK$350

ProM

ROLLING IN ANY CONTINUING 12-MONTH• To make it more convenient for members to accumulate their CPD hours towards their ProM

designation, the new scheme allows members to accumulate their CPD in any continuing 12-month period instead of the current calculation between 1st April each year and 31st March the following year. After gathering feedbacks from members, we believe this revised scheme will make it easier for our members to achieve, renew and retain their ProM status

ADMINISTRATION FEE• An annual administration fee of HK$180 will be charged from the beginning of the second quarter.

However, members who file their application before the commencement date will have their fee waived. So current ProM members, please ACT NOW to renew your ProM designation

PUBLISHING OF YOUR PROM• In addition to being eligible to use your ProM designation, valid ProM members will be listed on HKIM

website as an additional platform in publicize your achievement and professional standing

CPD HOUR REQUIREMENT• Annual CPD hour requirement will remain the same at 24 hours in total, with the portion between

attending HKIM activities and others will split equally at 12 hours of each

OPEN TO EHKIM• For the first time, EHKIM will be added to the list of FHKIM, SHKIM and MHKIM to participate in ProM

scheme as a way in supporting our Executive Members to keep advancing their marketing status

REVISION OF MEMBERSHIP SCHEME

W ith the new year, we are reviewing our membership programmes too. Starting from 1st April this year, we will be making some changes to the membership scheme and Professional Marketer (ProM) will be introduced.

14 / WINTER 2012

Fabulous Moment:HKIM 30th Anniversary Gala Dinner

The Hong Kong Institute of Marketing (HKIM) held a gala dinner at The Grand Stage

Restaurant on 22nd November to celebrate our 30th Anniversary.

Achieving this milestone has not been easy. HKIM has made a lot of friends throughout the years and our guests were delighted to share in our successes and achievements.

The guests of honour for the evening was Hon. James Tien Pei-chun, GBS, JP, Chairman of Hong Kong Tourism Board and Legislative Council Member, while Mr. Anthony Lau, Executive Director of Hong Kong

Tourism Board delivered a keynote speech on marketing of Hong Kong in the form of the landscape and trend of tourism in Hong Kong. Approximately 300 enthusiastic members and friends took place in this historical event with huge fanfare.

The event began with an encouraging and motivating message by Mr. Sherman Lam, our Chairman; which lay out the strategic direction for the Institute in the years to come. The dinner was not only informative but also one of celebration, experience sharing and networking.

With three rounds of lucky draws and

entertainment eager anticipation pushed spirits to a climax. Generous contributions by our sponsors with valuable presents made it a rewarding night for everyone.

We also recognized our members’ achievements and welcomed new ones with the presentation of Professional Marketing (ProM) certificates and membership certificates by Mr. James Tien and Dr. Michael Chan, our Honourary Chairman.

30 years is a significant time span, and we look forward to the next 30 years of development and success for HKIM.

Toasting by Hon. James Tien Pei-chun, Mr. Anthony Lau, Dr. Michael Chan and all HKIM Council Members

WINTER 2012 \ 15

Dr. Michael ChanHonorary Chair of HKIMChairman, Cafe de Coral Holdings Limited

The Hon. James Tien

Pei-chun, GBS, JP,

Chairman of Hong

Kong Tourism Board

and Legislative

Council Member

16 / WINTER 2012

In response to the recent medical incidents, HKIM joined with The Hong Kong Polytechnic University

(PolyU), The Institute for Health Policy & Systems Research (IHPSR) to organize a symposium entitled “Enhancing Consumer Protection in Healthcare” on 8th December at the Hong Kong Polytechnic University.

Prof. Sophia Chan, JP, Under Secretary for Food and Health, was our guest of honour and gave the keynote speech while Prof. Timothy Tong, President of PolyU, made opening remarks to kick off the event.

The Symposium consisted of two panels. The first panel was moderated by Dr. Geoffrey Lieu, Founder and Chairman Emeritus of IHPSR, and featured four panelists Dr. Hon. Leung Ka-Lau of LEGCO, Dr. Hon. Joseph Lee Kok-long, SBS, JP of LEGCO, Dr. Tse Hung Hing, President of Hong Kong Medical Association, and Dr. Raymond Lo, President of Federation of Medical Societies. They shared with us their views on the recent medical incidents from their professional aspects and discussed whether the

Symposium Recap:

Enhancing Consumer Protectionin Healthcare

Prof. Sophia Chan, JP, Under Secretary for

Food and Health

Prof. Timothy Tong, President of PolyU

responsibility of learning about services and knowing how to make informed choices, while the Government should rethink whether there are enough platforms and mechanism for protecting consumer and professionals. Check and Balance is the role of Legislative Councilors. However, professional bodies should provide a specific definition of medical service and medical procedures as the framework and enable a clearer direction in determining of patients protection.

While being asked what the definition of medical service is, Dr. Leung told us that all the services provided by a doctor can be defined as Medical Service.

However, the scope of Medical Care Problem and Non-medical Care Problem is also important since it relate to the interest and responsibility of the public as well as the service provider. Critically, consumers need to be aware that when government and professional bodies increase their monitoring of service providers or raise professional qualifications, the addition cost incurred would easily translate into high medical bills. This also initiates the discussion of

present medical policy and systems are good enough to protect consumers.

Dr. Lee shared his view from the perspective of consumers, government, the Legislative Council, and professional bodies. Consumer themselves have the

Joanna Huang

WINTER 2012 \ 17

how to balance government control and free market.

Dr. Lo reminded the public that Medical Cosmetology is different from Cosmetology; Medical Cosmetology is grounded in professionalism. Many services provided by private beauty parlors cannot be termed Medical Cosmetology. However, medical incidents are still inevitable. No matter how professional and experienced the doctor is, there is still a chance that things go wrong. Medical service providers have the responsibility to tell the consumer or patient all the risks upfront. A good communication helps in reducing unnecessary arguments or incidents. But consumers also need to equip themselves with information.

“Doctors and beauty parlors have ZERO room for cooperation.” Dr. Tse reasserted while being challenged that doctors should take part of the responsibility if they corporate with beauty parlors. Dr. Tse also told us that actually the number of medical accidents is not larger than that in the past.

The reason why people feel that there are more accidents in recent times is that transparency is higher and are captured by media. The government and professional bodies can better improve medical policy and system, and Hong Kong Medical Association will propose the definition and scope of medical terms, like Medical Treatment and Medical Procedure. But whether it is adopted or not by the government or Legislative Council is not part of the responsibility of professional bodies.For Panel Two, Prof. Peter Yuen,

Dean of PolyU CPCE took the role of Moderator and discussed with another four Panelists from the perspective of Consumer/Patient Care/Protection and Communications. The four panelist included Prof. Carlos Lo, Chair of Departmental Research Committee & Professor of the Department of Management and Marketing; Mr. KP Tsang, Chairman of Alliance of Patient Mutual Help Organizations; Mr. Max Lau, Hon. Secretary of HKIM and Managing Director of Swire Foods/Taikoo Sugar Ltd.; and Mr. Jacky Kwan Chi Hong, Chairman of Bamboos Professional Nursing Service Ltd..

Interestingly, while the panelists of Panel One thought the present Medical Policy and Systems are relative appropriate to protect consumers, panelists of Panel Two held the opposite view with perspectives of consumer and market communication.

Mr. Tsang held his view that the public cannot be protected by the present policy and system in Hong Kong due to the asymmetrical information balance between consumer and service provider.

From left to right: Mr. KP Tsang, Mr. Jacky Kwan Chi Hong, Prof. Peter Yuen, Prof. Carlos

Lo, Mr. Max Lau

Mr. Kwan, as the only guest representing private medical service provider, emphasized the importance of industry self-regulation. Internal control and self-discipline is much more efficiency and effective since enterprises themselves have the clearest picture of what they are providing and what are the possibilities.

Prof. Lo let us build a mindset that a medical institution, no matter public private, cannot be run as a business. Medical professionalism must be the first priority. He also suggested that every medical institution should have their own CSR guidebook so as to instill corporate social responsibility to the staff, especially to the frontline staff.

Mr. Lau shared with us that consumer, government and service provider should be responsible for medical accident. Stepped into the information world, consumer no longer passively accepts information from advertisements; consumer also should take some responsibility if accidents happen.

The Government has the responsibility of legislative supervision while service provider should focus on long-term interest rather than short-term profit.

As Dr. CK Chan, Chairman of IHPSR concluded, this symposium is not the end of a discussion, instead, it is the beginning to push government, service provider and consumer to better improve the present medical policy and system, improve industry practice, and enhance consumer’s awareness with a deeper insight.

From Left to right: Dr. Hon Joseph Lee Kok-long, Dr. Hon. Leung Ka-Lau, Dr. Raymond Lo,

Dr. Tse Hung Hing, Dr. Geoffrey Lieu

18 / WINTER 2012

Thank you for your continous support to HKIM!

Welcome to HKIM!

新會員巡禮 (NEW CORPORATE MEMBERS)

The Hong Kong and China Gas Company Limited (Towngas)

A group of members and friends visited Towngas on 24th January for a glance of how

the company works toward achieving customer excellence. The group of HKIM assembly was greeted by Mr. Terence Lee, Marketing Promotion Manager and Mr. Peter Chak, Customer Maintenance Manager and other executives.

The highlight of this half day tour of the company’s Grid Control Center and Customer Service Hotlines Centre were the implementation of the company’s CRM system. After the sharing by Mr. Lee of the company’s background along with an overview of the infrastructure that enable the distribution of the gas to each household, Mr. Chak went into details of the company’s CRM philosophy and operations. The company is not solely talking about caring of

customers but goes into very minor details throughout the interaction with its customers. For instance, they are aware that even over the phone, regardless of making an enquiry or checking on something through the customer service hotline, customers would certainly feel the mood of the service staff answering their calls and that constitute to the total customers’

experience. With this in mind, they encourage their staff to smile as much as they can as a way in providing a pleasant experience. Consider that quite some of the company’s service is outsourced to partner companies; Towngas has policies and guidelines in place and enforced to ensure that customer satisfaction won’t be sacrificed as a result. One example is that the company insists on providing a family-feeling when their service technicians making onsite maintenance and technical works at customers’ home, by easing the nerve of having a ‘stranger’ at home.

The company believes, among other investments in hardware, infrastructure and human resources; all such little while cost minimal things combined will give its customers a pleasurable and agreeableencounter.

WINTER 2012 \ 19

Events Recap

Tell a Story That Differentiates You from the Crowd

Modern Business Classic X CEO Sharing:

Wave 18 - The Lean Startup

Members and friends gathered at our HKIM for the “Tell a Story That Differentiates You from the Crowd” workshop on 19th December

2012. Mr. William Ho began the session by showing a video from a popular local movie as an example how storytelling can help convey a key message and make it memorable. In addition to defining the key components of a good ‘story’ and the way to structure a good story, this interactive workshop engaged all participants to tell their versions of the same story, Race Between Rabbit and Tortoise. The story was real case in the 80’s at The Coca-Cola Company, where the CEO applied the technique of storytelling to express his vision of the way forward for the company. Other examples included Snow White, Legend of Chang-Er, the Moon Goddess (嫦娥奔月) and other fairy tales, all of which are familiar to us, but might have slipped our minds. One vital element in constructing a good story is leaving the audience to suggest the way forward or result for the

Although the book of the month is focused on business startup and entrepreneurship, Mr. Lam

Wai Chun, Founder of 759 Store (759阿信屋) shared with us far more than merely a business establishment. Mr. Lam is a suitable speaker for this topic considering that his company grew from a single snack store to an enterprise with roughly 130 shops within two years. This well-attended seminar on 16th January drew over 40 attendees among our members and friends, from university students to senior executives.

The key concept of the book “The Lean Startup” is indeed an attitude of life for everyone who has a dream or ambition. Everything starts with a Vision; with this vision fine-tuned and defined, it provides a strategic direction and guidance for moving forward. The Steer stage follows as

main character. Instead of telling audience the whole story, we could structure it in an interactive manner to engage the audience and provide room for them to be part of it

and let them suggest the outcome which was indeed the ending that we paved all along intentionally.

The whole workshop could be summarized by the statement “Tell me a fact, I’ll learn.

Tell me a truth and I’ll believe. But tell me a story; it will live in

my heart forever.

soon as the vision is determined, to help make progress which includes the likes of data, evaluation, learning and development. Lastly, the Accelerate stage is a phase where self-reflection, adapting, growth, reinvent take place. As the name suggests it applies nicely on business startup, it is also relevant to general business management for established organizations, and for individuals as well in defining and guiding one’s personal and professional advancement. One interesting aspect from the book was that the Steer stage is symbolized with a pivot and classified into several different types of pivots, i.e. Zoom-in/Zoom-out Pivot, Customer Segment Pivot, Platform Pivot, Business Architecture Pivot and etc. to elaborate the concepts and hence making the whole theory metaphoric of a bicycle for easier understanding. With his very rich experience in

business startup, Mr. Lam shared a string of lively stories to engage all the audience in the discussion and dialogue throughout the evening.

By the way, this was the last session of our Modern Business Classic X CEO Sharing series. Over the last 18 months, we have the honour in inviting a range of executives from various industries to share their expertise and refreshing us with the latest business and marketing insights through the careful selection of management text. We thank all the guest speakers who helped making this series such a success.

20 / WINTER 2012

Registry of Marketing Trainers

Online Quiz

The registration is the first-ever territory-wide registry for qualified, capable marketing professionals who are interested in carrying out trainings, seminars or workshops for HKIM or other third parties. With your name and profile listing on it, you will demonstrate your marketing talent to the business community. In addition to

the chance of being selected as a HKIM activity trainer, we might refer you to other third party organizations who are seeking for competent freelance trainers for conducting trainings for their staffs. On top of sharing your experience, it is also an opportunity to refine your own marketing and management proficiency.

Join the pool of talent and help pass your experience in Marketing to the next generation! Application form and details can be found on our website at HKIM.org.hk

You might have noticed our survey in recent issues of our e-newsletter. The first one asked about “Gangnam Style” and marketing, and we also touched upon marketing 2013 and whether NGOs should engage in television advertising. Are there any topics you are interested in knowing?

WRITE TO US at editor@hkim.org.hk

PUT YOUR NAME ON THE HKIM MARKETING TRAINER REGISTRY

Are you a seasoned marketer with experience in delivering trainings, seminars or workshops with the desire to empowering others too? Or are you interested in developing your talent in this area?

WINTER 2012 \ 21

I rushed out of my home when I heard the news, ran straight to Lockhart Road to the Lei Garden

Noodle Restaurant . “Oh no, not another?!” Cries my anguished soul.

You see, I have been a customer of the noodle shop since a long, long time ago. The noodles are al dante, the congee just right and tangy. Yet the thing, perhaps the only important criteria, is the speed of service. Sit down, state your choice, and before you can get your last syllable out, the bowl is already on the table.Then there’s the hilarious cash register. Hilarious, because it’s not working anymore, or shall I say it’s underemployed.

The boss has the cash register, now rusting and forlorn, permanently open, and simply uses it as a cash box. I have always wondered why they didn’t want to get a new one…perhaps it’s the same as their attitude towards customers.

Which is probably the same reason that they don’t get new waiters. The fuse of these waiters is as fast as their service. Slow with your order and they simply turn around and walk away. Sorry, if you want to eat there you better have your act together.

They, who have been here together for the past 42 years with the aging cash

register, are definitely not going to change a single bit for you.

Now that they are finally making a change, their first and last, perhaps it’s time for a bit of soul searching. I don’t mean to be mean…but if you are sitting at prime real estate, there are some things that ought to be addressed. After all, you have to pay $600,000 in rent. Given the typical retail model of 30% of income going to rental, you have to make $2,000,000 per month or $67,000 a day. At an average of $50 per customer, you have to serve 112 customers per hour.

Which is not impossible, actually. Hey, should they change to long benches like a school tuck shop which can fit 30 people at a time, introduce higher priced items such as abalone wanton,

No wanton change

Foon’s World

Wong Siu Foon

or increase the prices of their staple, brighten and spruce up the shop, they might just be able to do that, until the next recession hits and lower their rent.

Just for a bit of contrast, take a look at Ho Hung Kee Noodle Shop across the opposite end of Causeway Bay. They too have been around for 40 years, but what a difference. The interior is bright, the service is not great but at least you have aunts who are halfway polite rather than grumpy grand dads. And the menu is varied with the regular items as well as the pan fried beef flat noodles, an eternal favorite. The only problem with change is change itself. For retailers who still hold on to a 42 year old rust ing underemployed cash register, that is not going to come easily.

22 / WINTER 2012

HKIM Activities Calendar

Description: To orientate the future prospect of 2013, Ms. Louisa Cheung (雲文子) and Mr. Edward Chau (仇健榮), HKIM members who major in Finance, Accounting and Management, was invited by HKIM to explore Hong Kong political and economic and business environment in 2013 via analyzing I Ching (易經) and Metaphysics (玄學).The Dinner will be attended by HKIM members, friends and those interested in marketing. Join us to share the wisdom together with all participants at the dinner!

HKIM Spring Dinner 2013(蛇年第一聚 春茗晚宴：2013蛇年透視及展望)

Venue: 南北小廚4/F Communal Bldg.HK PolyU, Hung Hom

Fee:Member / $380Non-Member / $480

19:30 - 21:30TIME

MON

25 FEB

CPD

hrs2

Description: With limited resources, how SMEs differentiate themselves from the big eagles? HKIM is launching a new series of seminars “Marketing Wisdom for SME” caters for SMEs and others who are interested in excel their marketing with limited budgets. Entrepreneurs from different sectors will be invited to share their firsthand marketing strategies and tactics.

In our inauguration session of the series, Mr. William Shum, Managing Director of Memorigin, will share with us his successful stories and marketing strategies.

Marketing Wisdom for SME:Entering Domestic Premium Market(中小企業營銷大智慧: 進入高檔精品市場之法)

Venue: HKIM3/F, 88 Commercial Bldg.28-34 Wing Lok St.,Sheung Wan

Fee:Member / $280Non-Member / $400

19:00 - 21:00TIME

TUE

26 FEB

CPD

hrs2

Description: The Police College was established in January 2006, replacing what was previously known as Training Wing, to develop police training in a strategic manner and the College as a center of excellence in police training.

Participants of this visit will have a great chance to comprehend training facilities and process in the College. Also, this site-visit provide a platform for better understanding about Hong Kong police’s daily routine by communicate with Superintendent, to build up a spirit of communication and cooperation against police and citizen.

Police Tactical Training Complex Site-Visit(外展活動:參觀香港警察學院戰術訓練大樓)

Venue: Hong Kong PoliceCollege18 Ocean Park RoadWong Chuk HangHong Kong

Fee:Member / $100Non-Member / $180

TIME

WED

27 FEB

10:00 - 11:30

CPD

hrs

WINTER 2012 \ 23

Description: Social media was widely used by marketers as one of their most effective and low-cost promotional tools nowadays. However, how could we fully explore and utilize these new wave of marketing tools to add an edge to our marketing strategies? This seminar would be focused at introducing the newest trend of Facebook marketing in2013 and analyzing the cost and benefit of different types social media tools.

Social Media and Mobile Marketing Strategies 2013(2013網上營銷全攻略之 - 社交媒體和移動營銷策略)

Venue: HKIM3/F, 88 Commercial Bldg.28-34 Wing Lok St.,Sheung Wan

Fee:Member / $280Non-Member / $400

19:30 - 21:30TIME

THU

14 MAR

CPD

hrs2

Description: Hong Kong people lead a tense life and are busily engaged in work. With technological advancement and computerisation in our daily life, the chance of having physical activities regularly has been diminishing. Therefore, we are more susceptible to diseases such as obesity, diabetes, hypertension, heart disease and insomnia which are commonly found in modern cities. Dr. Victor Ma, president of the Hong Kong Chinese Medicine Health Management Association; was invited to share with you simple way to overcoming those symptoms through this 3-session series. We believe it can help you to restore your health so as to empowering you for a great success in the Year of the Snake!

Marketer’s Regimen Seminar Series (香港市務學會市務員健康養生講座系列) 28 FEB 情緒篇&失眠篇 / 28 MAR 飲食篇

19:30 - 21:30TIME

THU

28 FEB &28 MAR

CPD

hrs2Venue: HKIM3/F, 88 Commercial Bldg.28-34 Wing Lok St.,Sheung Wan

Fee:Member / $200Non-Member / $280

Description: ‘CRM’ has been so broadly used by marketers in all industries through the last decade, however, most CMO is still struggling their ways to build an effective and practical marketing optimization solution for their organizations.What are the real critical success factors for your marketing departments to succeed in planting customer intelligence into your daily operation, part of your business routines? Mr. Stanley Lam, expert in helping major corporations to build their marketing campaign systems will share with HKIM members successful cases on building a practical and effective marketing organization to drive the real customer intelligence.

19:30 - 21:30TIME

WED

6 MAR

CPD

hrs2Venue: HKIM3/F, 88 Commercial Bldg.28-34 Wing Lok St.,Sheung Wan

Fee:Member / $280Non-Member / $400

“Real Life Customer Intelligence” - Effective and Practical MarketingOptimizations for All Marketers (實時顧客訊息– 市務才俊不可或缺的市場資訊)

Hong Kong Brand Conscience Award 2013The HKIM “Hong Kong Brand Conscience Award 2013” has returned. With the aim of promoting a better and fairer society, the Hong Kong Institute of Marketing set up the Brand Conscience Award (BC Award) to acknowledge and honour those corporate brands, products and services that have demonstrated integrity and social responsibility in their business practices.

Join the AwardParticipants of the Award, corporations and enterprises, large and small, will take advantage of this opportunity to demonstrate that their Brands represent a caring corporate culture and stand out from the crowd.

Professional AssessmentHKIM and its panel judges, assisted by SGS Hong Kong Limited (SGS HK), aim to ensure that assessments of participants are based on a set of systematic guidelines and conducted impartially. Each participant will be given a report of the assessment results for guidance of their future strategic planning.

Support the AwardNon-Government Organisations and the media are pledging support to this meaningful Award.

Act now and participate in the Award!Please contact us on 2152 3019 or email at bcaward@hkim.org.hk for further information.

香港良心品牌大獎2013

由香港市務學會主辦的「香港良心品牌大獎2013」即將重新推出。此良心品牌大獎是為表揚以誠為本、並履行社會責任的企業品牌、產品及服務，以鼓勵各公司及機構以專業及真誠手法營商，藉以帶動整個社會邁向更優越的社會。

加入良心品牌行列！無論是大、中或小型的參賽公司/企業，都可藉此機會，檢示過往一年對社會、行業、顧客及僱員的關愛表現，並向公眾展示其傑出的貢獻以助強化正面的品牌形象，提升聲望。

專業評審今屆大獎邀請了香港通用公證行有限公司 (SGS Hong Kong Limited)作為獨立評審單位，協助評審委員會執行評審工作, 務求令比賽評分更公平及公正，而成功參賽的公司/企業更能取得評核報告幫助其業務發展。

攜手合作本會誠邀各機構、團體及媒體參與及支持是次嘉許盛會，一同宣揚及推廣優質企業文化，帶動各行各業參與此極具意義的活動。

請即行動，參與商界盛事，共建良心品牌！如欲參與或支持香港良心品牌大獎2013，請致電2152 3019或電郵至bcaward@hkim.org.hk 與楊小姐聯絡。

www.hkim.org.hk/BCAward2013