Eu Yan Sang

JL Ong, Brandon Verzosa, Andre Cortez

HISTORY
● The company was founded in the 1870s by Eu Kong Pai
also known as Eu Kong. He built up the first stone of the
company after he realized that the locals were greatly
reliant on opium as the most convenient way for instant
relief for their medical requirements. Since the majority
were ignorant and unaware that opium could be
dangers to their health. Eu Kong applied his traditional
knowledge of Chinese medicine to produce herbal
remedies to treat their physical suffering and
re-establishing the health.
PROBLEMS
● Eu Yan Sang is perceived by Generation X as
“too” traditional difficult to comprehend and
irrelevant to their way of life.
● Eu Yan Sang became complacent with their
position in the market
● There were a shortage of healthcare
professionals
● The company lacked marketing innovations
OBJECTIVES OF THE FIRM
● Introduce traditional chinese medicine to
Gen X in a relatable manner
● Establish Eu Yan Sang as a brand of relevance
in the fast growing market
● For the company to capitalize on being
different from the competitors and to
maximize on the number of followers that
they have gained through the years
ALTERNATIVE COURSES OF ACTION
GO DIGITAL

An option for Eu Yan Sang is to go digital as a way

for them to reach larger audience

Advantages

- Will gain a wider audience and will created brand

awareness
- Will not be too costly for the company

Disadvantages

- Will not have the personal touch that the traditional

chinese medicine require
ALTERNATIVE COURSES OF ACTION
MOBILE CLINICS

Another option is to open up pop up booths

Advantages

- Easy to put up
- Can be act as a mobile/satellite store
- Low Cost

Disadvantages

-Will have limited space to show array of products

ALTERNATIVE COURSES OF ACTION
Collaborations with F&B Companies

● Food and Beverages infused with Eu Yan Sang’s

herbal medicine

Advantages

● Consumers are able to try out the herbal

medicines
● Consumers get to see the array of products

Disadvantages

● Company may lose its identity

● Chemical composition may change (effectivity of
the product)
RECOMMENDATIONS
The company should put a lot of their resources in new marketing strategies that is applicable with the
current market trends.

It should also invest on training healthcare professionals especially the younger generation

They should also bank on the heritage of the name eu yan sang through the years it became a household
name

Also capitalize on being different with their competitors and catering to the niche market
SOURCES
Writer, S. (2017, November 1). Case study: Eu Yan Sang creates mobile clinic to garner awareness. Retrieved from
https://www.marketing-interactive.com/case-study-eu-yan-sang-creates-mobile-clinic-to-garner-awareness/.

Writer, S. (2017, October 12). Case study: How Eu Yan Sang piqued Millennials' interest in TCM. Retrieved from
https://www.marketing-interactive.com/case-study-how-eu-yan-sang-piqued-millennials-interest-in-tcm/.

Heritage meets modernity as Eu Yan Sang Singapore teams up with Watsons. (n.d.). Retrieved from
https://sbr.com.sg/co-written-partner/feature/heritage-meets-modernity-eu-yan-sang-singapore-teams-watsons.

Chia, S.-A. (2018, August 26). A family business built to last. Retrieved from
https://www.businesstimes.com.sg/hub/ey-entrepreneur-of-the-year-2015/a-family-business-built-to-last.