Table of Contents
Cover Page P.1
Table of Contents P.2
I. Introduction P.3
II. Background and Business nature of the company P.3
III. Brand and marketing mix strategies P.4
IV. Marketing initiatives in establishing, growing and retaining the client relationship P.8
V. Recommendations to enhance brand loyalty and repeated purchases from existing clients P.11
VI. References P.14

I. Introduction
Recently, many organizations are improving marketing strategies to meet customers’ expectation in the keen competitive business environment. They are not only enhancing product and service qualities, but also strengthening staff training and implementing customer relationship management (CRM). Loyalty programmes have launched in various industries to retain customer loyalty as which is considered as an effective way of long-term profitability1. The rate of fixed broadband penetration in Hong Kong (HK) is the highest of all over the world. In 2013, there were 194 Internet Service Providers (ISPs) licensed providing services in HK2. With increased competitions, customer retention may improve revenues than customer attraction. In this article, we are going to study the marketing strategy of one of the fastest growing broadband service providers, the Hong Kong Broadband Network Limited.
II. Background and Business nature of the company
Hong Kong Broadband Network Limited (HKBN) owns and operates one of the largest fiber optic networks in HK providing the world’s fastest residential 100Mbit/s and above broadband Internet access. Established in 1999 by City Telecom (H.K.) Limited, HKBN is acquired by CVC Capital Partners, one of the world’s leading private equity and investment advisory firms since May 2012. Started with the broadband internet services in year 2000, HKBN provides services in both business and residential markets. Vision on offering