A Brand Tactic that Revolves Around "Staying Ahead, Good Service and Being Artistic"

The semi-circular mark comprising the three letters of "ASA" representing "Ahead, Service and Artistic" is the registered trademark of ASA. Products of high quality, outstanding design capability, good after sales service make up the image and connotation of our ASA Brand. The two letters of "A" encircle the letter "S" firmly and this compact structure demonstrates our ambitious aspiration to "go out to the world". It is also the first impression we give to the consumers.

Our business operation is in the realm of high-grade products. Not only we have to strive for high quality, the sense of design and the artistic quality expressed by the products have to be emphasized. How do we get our products into the market quickly? This should be the main objective of brand marketing. Our marketing strategy is mainly centred on the following:

1. In the course of operating our brand, a CI system has been formed. An effective publicity programme on enterprise culture and enterprise labels is implemented mainly through advertising on television, outdoor mobile and non-mobile means and light boxes to promote enterprise image and products.

   These advertisements include the standardised dissemination of information on the enterprise and products in the various magazines and newspapers and on the net, continuous broadcasting of ASA advertisements by TV and radio stations in the various areas throughout the country, erection of eye-catching billboards at big sales venues and major trunk roads throughout the country and advertisements on vehicles running on major transportation routes.

   Through such powerful forms of advertising, the ASA Brand will find its way into the daily lives of consumers and will be better known by the consumers who will then harbour the thought of "Go for ASA products when buying ceramic tiles, sanitation and bathroom articles". This is one of the benefits of brand name publicity.

2. In co-ordination with business promotion, we produce a large number of catalogues, small boxes of actual samples and publicity materials such as posters at sales venues to assist business personnel in selling the products. In this respect, we produce comprehensive product catalogues every year.

   Together with small product samples, these publicity materials are generally used for developing large-scale projects. In addition, in conjunction with the development of new products that are in line with the seasons, relatively simple materials are produced for normal distribution. With regard to co-ordination with market promotion activities held at sales venues, large pieces of POP posters and small publicity materials are distributed. We participate in building material fairs held at different places every year. They are advantageous for the promotion of new products. In addition, they also facilitate exchanges and co-operation among companies in the same trade.

   Furthermore, they help to demonstrate the strength and inexhaustible development potential of our company.

3. The development of a good marketing network is the key to introduce the products to the market. In the various big cities all over the country, we have a business department that is directly under our company. Besides, distributors and commission agents are established in neighbouring areas with these business departments as centres.

   At present, we have more than 2000 distributors (retailers) and our marketing network has extended overseas. In addition, we are emphasising on the opening of specialty stores and we are going to carry out standardised renovation for specialty stores and other agencies where from the entrance and window display to the interior layout and decoration, the CI Standard will be followed. This will provide easy recognition and guarantee to the consumers, that they will be able to purchase authentic ASA products. Our specialty stores are staffed by trained sales personnel who provide consumers with professional service that allows consumers to feel their great hospitality.

   We also have very experienced business personnel who specialise in taking business for various types of projects. Retail business is combined with the volume of projects. We have a rather systematic sales operation.

4. Guaranteeing the product quality is a guarantee for the successful marketing of a brand. Our most basic requirement for our products is "Ahead in Quality". This "Ahead" is not merely the guarantee for product quality. It means staying ahead in the trade as well, of which we have achieved. This can be seen by the fact that we were the first to obtain the 2000 Edition of the ISO9001, the National Certificate of Inspection Exemption of Products and the award of Products of Renowned Brand of China.
5. The implementation of an after sales service that is both immediate and thoughtful is another foothold of ASA Brand. Our company has established a Customer Service Department that puts consumers? satisfaction into actual actions.

   When customers purchase our products, we will invariably compute the best suitable volume on behalf of the customers in order to avoid wastage. Besides, we give our opinion on the matching of products and then deliver the products to their doorway within the stipulated time. For individual problems that occur, our professional personnel will go to the customer personally to resolve them. All our various measures are carried out with customer satisfaction as their final objective.

6. We carry out diversification and internationalisation of our brand. In ASA, "diversification" refers to the diversification of industries. Originally, the "ASA" Brand had only ceramic tile products. Currently, with the hard work of the entire staff and experiences in the market, the "ASA" Brand has the honour to launch kitchen and bathroom products, glues, caulking adhesives and waterproof membranes used in construction. These give greater depth and more room for development for our brand. "Internationalisation" refers to our requirement for the growth of our brand.

   From an unknown new brand to becoming a branded product in China took us merely a few years. Making "ASA" a top brand name internationally and heading for the international market will be our goal at the present stage.

The above six points are important rules by which we successfully market our ASA Brand. From the initial nurture of the brand to its subsequent maintenance, we have put in our best at every stage. Of course, the favourable response from the market reminds us of the saying that goes: "give a plum in return for a peach", that is, return present for present. ASA has truly earned the recognition of the market.