A Business Model Derived From the Chinese Context: A Case Study of "Brain Platinum"

1. THE CASE OF " BRAIN PLATINUM " It is widely believed that marketing can bring premium returns to an enterprise: therefore, people are likely to attribute a business success to its marketing strategies. However, the case of Brain Platinum is a puzzle to many as its advertisement has been considered to be vulgar by the public and lots of professionals in the advertising industry, and yet it is this advertisement that has led it to its miraculous business success. Since 2001, a new brand named " Brain Platinum " has become known to Chinese customers by a repetition of a single sentence on large scale of TV commercials– " No acceptance of gifts this year except Brain Platinum! " As a result, the sales of Brain Platinum began to hit a crazy growth rate with a total annual sales exceeding one hundred million bottles in 2003 and a continuous high growth in the following several years. On average, every Chinese old aged person has tasted this product.