Simplified Chinese language
Subject category:
Marketing
Published by:
China Europe International Business School
Length: 21 pages
Data source: Published sources
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Abstract
This is a Simplified Chinese version. In late August 2010, Wang Yong, who was vice president of Beijing Booky Publishing (Beijing Booky) had discovered the Lala stories, hurried into his office. Following the outstanding sales of the three-book Lala series (over 3.5 million copies), the small private publisher was attracting considerable attention. The suite of Lala products, which included books, a play, a movie, and a TV serial, had generated total revenue of 300 million yuan. 'Du Lala fever', which had lasted two years, reached a climax with the release of the hit Lala movie, Go Lala Go!, and TV serial in April and July 2010 respectively. Many companies had come to Beijing Booky hoping to market Du lala-branded products. Wang was pensive. Should it be positioned as a faddish brand or a long-lasting one? Should the company try to make quick profits by selling all Du Lala-related copyrights or should it take more cautious steps for the long-term development of the brand?
Subject category:
Marketing
Published by:
China Europe International Business School
Length: 22 pages
Data source: Published sources
About
Abstract
This is a Simplified Chinese version. In late August 2010, Wang Yong, who was vice president of Beijing Booky Publishing (Beijing Booky) had discovered the Lala stories, hurried into his office. Following the outstanding sales of the three-book Lala series (over 3.5 million copies), the small private publisher was attracting considerable attention. The suite of Lala products, which included books, a play, a movie, and a TV serial, had generated total revenue of 300 million yuan. 'Du Lala fever', which had lasted two years, reached a climax with the release of the hit Lala movie, Go Lala Go!, and TV serial in April and July 2010 respectively. Many companies had come to Beijing Booky hoping to market Du lala-branded products. Wang was pensive. Should it be positioned as a faddish brand or a long-lasting one? Should the company try to make quick profits by selling all Du Lala-related copyrights or should it take more cautious steps for the long-term development of the brand?
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Subject category:
Marketing
Published by:
China Europe International Business School
Length: 22 pages
Data source: Published sources