Marketing Communication Practice: an Evaluation of Nine Hong Kong Organisations

The marketing concept states that the nature of the marketing orientated organization, whether product or service based, profit or non profit based, is the identification and genuine satisfaction of customers needs and wants, more effectively and efficiently than the competition (1999). The marketing concept has been consistently evolved into more contemporary and sophisticated ways. Among these is the existence of new technologies that covers the overall process of marketing. However, the tools that is normally used has also adapted to the changing times. It proved to be very flexible considering that marketing techniques has been employing the use of modern technology to enhance their efficiency as well as their capacity to provide the needs of the consuming public.

During the last decade, a number of technological evolutions have led to a revolutionary change in the scope and use of what have been called 'new media'. The growing sophistication of Internet technology and the spectacular increase in the penetration and use of the Internet, and the revolution in telecom technology and the use of mobile phones, are the two most striking examples. But also an emerging technology like digital interactive television holds in it the promise of fundamental changes in people's media use. All these evolutions are challenges for the marketing communications manager who can benefit from integrating these new media in his/her marketing communication strategies, but who will also have to cope with the typical characteristics, opportunities, and pitfalls of these new media and the way in which potential customers use them.

This paper aims to discuss the marketing communication practice of nine selected Hong Kong-based organisations – three each from the public, private, and non-profit sectors. The nine organisations are: public – Hong Kong Tourism Board, Mass Transit Railway Corporation Limited, Hospital Authority; private – Maxim’s, G2000, Emperor Entertainment Group; and non-profit - Hong Kong Association of Banks, The Better Hong Kong Foundation, Textile Council of Hong Kong Limited.

Marketing Communication – an Overview

(1996) affirmed that “the advent of new communication technologies has facilitated the use of a number of sophisticated marketing communications devices to support either mass marketing or focused marketing activities” (). With this fact, the present marketing communication mechanisms that operate in the industry today is a bit different with the past decades. The general concept of marketing communication pertains to any messages and related media used to communicate a product, service, brand, organisation or company. Aside from the five usual major models of communication used – advertising, sales promotion, public relations and publicity, personal selling, and direct marketing ( 2002), others concepts like branding, graphic design, packaging, and online marketing are integrated. Marketing communications activities contribute to the organization's reputation and image (2002).

In general, taking in consideration the existing culture of technology dependence and various market conditions, marketing communication practices used by local and international companies and organisations are mainly influenced by the new media technologies and equipment. But, it is still believed that the underlying principles of marketing communication still prevail.

PUBLIC ORGANISATIONS

Hong Kong Tourism Board (HKTB)

The HKTB primary responsibilities are to market and promote Hong Kong as a destination worldwide, as well as to take initiatives to enhance the experiences of its visitors once they have arrived. Its mission, on the other hand, is to maximise the social and economic contribution that tourism makes to the community of Hong Kong, and to consolidate Hong Kong's position as a unique, world class and most desired destination.

It promotes Hong Kong as a vibrant, international city, the Events and Culinary Capital of Asia, and a leading global business, transportation and communications hub. Based on the finding of its extensive research, the HKTB utilises four product “pillars” – shopping, dining, culture and heritage, and city, harbour and green – as the basis for its marketing and promotional activities. These “pillars” encapsulate the city's depth, diversity and vibrancy, and underpin both the HKTB's current integrated global brand marketing campaign – Hong Kong – Live it, Love it! – and its year-round programme of Mega Events (2006).

MTR Corporation Limited (MTRCL)

Listed as a public type organisation in Hong Kong Stock Exchange (HKSE), the Mass Transit Railway Corporation Limited (MTRCL) was founded in 1975 as government-owned statutory corporation. It generally caters to the investment and construction of railways. Today, its major dealing is to oversee the operation of mass transit railway system not only in Hong Kong but in some specified places worldwide. In the first six months of 2005, MTR Corporation accounted $4,385 million HKD full amount revenue ( 2006).

Hospital Authority (HA)

The Hospital Authority is the sole legislative and regulatory body that manages the operations, conditions, and all related issues of all public hospitals in Hong Kong. As directly linked under the supervision of the Secretary for Health and Welfare, the organisation carries out its role through the implementing efforts of the Hospital Authority Board. At present, “it currently manages a Head Office, 41 public hospitals / institutions, 47 specialist outpatient clinics and 74 general outpatient clinics (with the transfer of the management of 59 General Outpatient Clinics from Department of Health in 2003)” (2006).

PRIVATE ORGANISATIONS

Maxim’s

Popularly recognized with its chain of bakery, Maxim’s is also a Chinese restaurant that offers dining and food services in Hong Kong and some parts of the globe (ETI Consulting Website 2006). It was established in 1956 and half-owned by the Dairy Farm International Holding Limited. Today, it is “a catering conglomerate operating over 60 brand names and 400 outlets that serve more than 480,000 people every day” (‘Hong Kong Maxim’s Group’).

G2000 (Generation 2000)

Founded by in 1985, G2000 is a collection of classy and urban-wear garments intended for both men and women. Its aim is to provide an alternative to expensive signature brands and its original target market is the Asian consumers. Today, there are 24 Hong Kong stores and numerous international outlets. G2000 also manages another clothing brand – U2 (2006).

Emperor Entertainment Group (EEG)

Hong Kong’s one of the leading and largest entertainment groups, EEG was established by in 1986. It develops and introduces many artists, pop-stars and performers. Originally, EEG only deals with the CD and DVD publishing business but expanded its operations to concerts and movie administration (2006).

NONPROFIT ORGANISATIONS

Hong Kong Association of Banks (HKAB)

The Hong Kong Association of Banks (HKAB) primarily outlines several plans and coordinates with the Government in developing programs and initiatives for the banking sector. It was created in 1981 in replacement to the former Exchange Bank’s Association. The members are the banks themselves and not the employees, but selected representatives are chosen in cases of general meetings or corporate conventions ( 2006).

The Better Hong Kong Foundation (BHKF)

Initially founded by 21 leading local business and community leaders in 1995 to “enhance the confidence – both economic and social – in Hong Kong”, Better Hong Kong Foundation was a ‘response’ organisation to the misconceptions about HK’s future. It mainly tackles the following activities: independent facilitator of discussion and debate, gathering the facts through research, bringing Hong Kong, China and the rest of the world closer together, and promoting togetherness, while caring for the community (2006).

Textile Council of Hong Kong Limited

The Council is composed of all major textile associations committed in addressing the issues and matters that affect the whole industry like “commercial policies affecting Hong Kong's textiles exports such as quotas and anti-dumping actions, Hong Kong's textile export controls system, the employment ordinance, environmental rules and regulations, taxation and tariff etc.” The organisation also individually handles or collaborates with other groups in conducting study missions, projects, seminars and other activities ( 2006).

ANALYSIS

Before dealing with the in-depth analysis, there is a need to indicate that almost all the chosen organisation maintains their respective corporate websites. With this fact, the basis of analysis revolves around the presence of such mechanism.