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為了某市調公司面試要求所寫的writing sample.所有的一切,都是為了一個job offer啊!感謝小二和Vickie的校稿和修飾。
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“If we buy one more bottle of tea, we will make it to NT$77.”You’d probably have heard this a lot if you had shopped at7-Eleven in Taiwan from May to July 2005. For every NT$77(approximately US$2.30) you spent at 7-Eleven, you were entitled toreceive a free Hello Kitty magnet from the special “30 Years ofHello Kitty” collection. Created by a Japanese firm, Sanrio, in1974, Hello Kitty is immensely popular in Asia; Taiwan is noexception. For this campaign, 7-Eleven rolled out a set of 34magnets, 31 of which bearing different years from 1974 to 2004. Theremaining three were exclusive, limited editions. Each magnet waswrapped in a non-transparent foil package, so customers could notpick and choose what they needed for their collection. Thepromotion was a huge success! Taiwanese consumers, regardless oftheir age, gender or occupation, were crazy about Hello Kitty onceagain after the last rage of McDonald’s Hello Kitty collectablestuffed animals in 1999.
As a Taiwanese living away from home, I noticed this crazy feverwhen a friend changed her MSN Messenger ID to “Who wants to tradeHello Kitty magnets with me?” last month. After asking my friendsand families (including my 5-year-old niece) the simple 5Ws –why, who, where, when, how, I found “It’s fun andinteresting”, “They are cute”, “Feel the achievement”,“Sounds easy to collect them all” and “Magnets are freeanyway” were the most common answers. When receiving a free HelloKitty magnet, consumers felt themselves taking advantage of7-Eleven. The gift made their shopping experiences fun andexciting. It also gave them incentives to stop by any of the 3,8397-Eleven stores to browse the merchandises. Since NT$77 isinexpensive and 7-Eleven stores are always at convenient locations,consumers rarely refused to accept a free magnet. After they gottheir first few magnets, they simply could not stop. Once a certainamount of magnets were being collected, occasional 7-Elevenshoppers devoted themselves and turned to repeat customers. For7-Eleven stores, free Hello Kitty magnets brought more bangs fortheir buck. To collect all 34 magnets, 34 purchases at 7-Elevenwere not enough. If a consumer shopped 80 times at different7-Eleven stores and finally collected the entire set, s/he wouldneed to spend at least NT$6,160 (US$187).
7-Eleven’s NT$300 million (US$9 million) “30 Years of HelloKitty” promotion was the largest ever in Taiwan’s conveniencestore industry. The company considered Taiwan a large marketsaturated with convenience stores. The campaign, extended from thestandard 4-week period to 3-month, was expected to attractcontinuous shopping at 7-Eleven. The strategy worked out perfectly!Sales at 7-Eleven rose to NT$8.5 billion (US$265 million) in May2005, the first month of the promotion. This figure represents agrowth of 14.7% from the previous highest record (last August), aswell as 21.65% from the same period last year.
Though the promotion ended almost a month ago, the fever is stillon. Typing keyword “Hello Kitty magnets”, I found 3,639 itemson eBay Taiwan, ranging from NT$20 (US $0.6) for a single magnet toNT$9,999 (US$303) for a complete set, and 65,545 matches on WretchBlog, the most popular blog website in Taiwan. Seeing the success,7-Eleven is currently releasing the so-called Hello Kitty TaiwanEdition, featuring famous landmarks in Taiwan. Needlessly to say,consumers are flooding into 7-Eleven again; boyfriends collectmagnets for girlfriends, grandparents help grandchildren. Theentrance of 7-Eleven becomes a perfect spot for magnet trading.7-Eleven would expect a spectacular third quarter. Even HelloKitty, if she had a mouth, would smile.
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“If we buy one more bottle of tea, we will make it to NT$77.”You’d probably have heard this a lot if you had shopped at7-Eleven in Taiwan from May to July 2005. For every NT$77(approximately US$2.30) you spent at 7-Eleven, you were entitled toreceive a free Hello Kitty magnet from the special “30 Years ofHello Kitty” collection. Created by a Japanese firm, Sanrio, in1974, Hello Kitty is immensely popular in Asia; Taiwan is noexception. For this campaign, 7-Eleven rolled out a set of 34magnets, 31 of which bearing different years from 1974 to 2004. Theremaining three were exclusive, limited editions. Each magnet waswrapped in a non-transparent foil package, so customers could notpick and choose what they needed for their collection. Thepromotion was a huge success! Taiwanese consumers, regardless oftheir age, gender or occupation, were crazy about Hello Kitty onceagain after the last rage of McDonald’s Hello Kitty collectablestuffed animals in 1999.
As a Taiwanese living away from home, I noticed this crazy feverwhen a friend changed her MSN Messenger ID to “Who wants to tradeHello Kitty magnets with me?” last month. After asking my friendsand families (including my 5-year-old niece) the simple 5Ws –why, who, where, when, how, I found “It’s fun andinteresting”, “They are cute”, “Feel the achievement”,“Sounds easy to collect them all” and “Magnets are freeanyway” were the most common answers. When receiving a free HelloKitty magnet, consumers felt themselves taking advantage of7-Eleven. The gift made their shopping experiences fun andexciting. It also gave them incentives to stop by any of the 3,8397-Eleven stores to browse the merchandises. Since NT$77 isinexpensive and 7-Eleven stores are always at convenient locations,consumers rarely refused to accept a free magnet. After they gottheir first few magnets, they simply could not stop. Once a certainamount of magnets were being collected, occasional 7-Elevenshoppers devoted themselves and turned to repeat customers. For7-Eleven stores, free Hello Kitty magnets brought more bangs fortheir buck. To collect all 34 magnets, 34 purchases at 7-Elevenwere not enough. If a consumer shopped 80 times at different7-Eleven stores and finally collected the entire set, s/he wouldneed to spend at least NT$6,160 (US$187).
7-Eleven’s NT$300 million (US$9 million) “30 Years of HelloKitty” promotion was the largest ever in Taiwan’s conveniencestore industry. The company considered Taiwan a large marketsaturated with convenience stores. The campaign, extended from thestandard 4-week period to 3-month, was expected to attractcontinuous shopping at 7-Eleven. The strategy worked out perfectly!Sales at 7-Eleven rose to NT$8.5 billion (US$265 million) in May2005, the first month of the promotion. This figure represents agrowth of 14.7% from the previous highest record (last August), aswell as 21.65% from the same period last year.
Though the promotion ended almost a month ago, the fever is stillon. Typing keyword “Hello Kitty magnets”, I found 3,639 itemson eBay Taiwan, ranging from NT$20 (US $0.6) for a single magnet toNT$9,999 (US$303) for a complete set, and 65,545 matches on WretchBlog, the most popular blog website in Taiwan. Seeing the success,7-Eleven is currently releasing the so-called Hello Kitty TaiwanEdition, featuring famous landmarks in Taiwan. Needlessly to say,consumers are flooding into 7-Eleven again; boyfriends collectmagnets for girlfriends, grandparents help grandchildren. Theentrance of 7-Eleven becomes a perfect spot for magnet trading.7-Eleven would expect a spectacular third quarter. Even HelloKitty, if she had a mouth, would smile.
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