A LONG-TERM marketing strategy will ensure HMV becomes a household name in Hong Kong.
Developing contacts with the music industry, suppliers and customers is a key element in that strategy.
Marketing and business development manager Chan Ho-lam said: 'The most fundamental factor of our business strategy in Hong Kong is building relationships.
'We are new in Hong Kong and, to most residents, HMV was unknown before the Causeway Bay shop opened.
'Our first step was to build a relationship with customers so, when they thought about CDs and music, they would think of HMV.' Making contact with the print, radio and television media was also important in promoting the company, Mr Chan said.
HMV regarded the media as a partner.
'We cannot promote the music. It is up to local radio stations to give CDs air play,' Mr Chan said.