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Product cover image for The Wowprime Corp.: The Owner of Multiple Restaurant Brands in Taiwan

The Wowprime Corp.: The Owner of Multiple Restaurant Brands in Taiwan

Shih-Fen Chen, Hui-Mei Liu

Product #:9B12A047
Supplier:CNCCU/Ivey
Discipline:Marketing
Setting:Taiwan, 2011
Details:Case (PDF) • 19 pages • 2012-09-11 (Rev: 2012-09-10)

Subjects:

Brand managementSales and marketing

Industries:

Food and beverage sector

Geography:

Asia
Your Price:$9.71

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This case covers the story of Wowprime Corp., a Taiwanese food service company that grew from a single-restaurant operation in 1993 to a conglomerate that owned hundreds of restaurants in 2011. The uniqueness of Wowprime’s growth was its multiple-brand strategy, where the company introduced 11 restaurant brands in total, each with a unique customer value proposition. The décor, menu, and price point also varied across all brands, each catering to specific segments of Taiwanese consumers. All brands, while being positioned distinctly in the market, also had certain commonalities in their operations within the group.

Learning Objectives

The case is intended to be used in a marketing management or marketing strategy class that analyzes the basic functions of branding in attracting customer patronage to a restaurant. In particular, it helps students to understand the pros and cons of brand proliferation, i.e., the proliferation of multiple brands to sell a single product. This brand proliferation strategy is in sharp contrast to the strategy of brand extension, i.e., the extension of a single brand to sell multiple products. The case highlights the market and industry backgrounds that allowed the multiple-brand strategy of Wowprime to succeed, not only in its home market of Taiwan, but also in the neighbouring Chinese market. The case provides a general framework for firms to follow in managing their brand portfolio that serves to signal product quality and/or convey a symbolic image to consumers.
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Case Study: The Wowprime Corp.: The Owner of Multiple Restaurant Brands in Taiwan (English version) | Ivey Publishing