Edited by Rivermore Academy
The transition from humble street-side jerky to exquisite gifts marks the remarkable journey of "Oloiya," positioning it as a prominent choice for New Year gifts each year.
Breaking the "Clogs to Clogs in Three Generations" Myth
Raymond Khue, the third-generation heir of "Oloiya ," initially harboured no ambitions to inherit the family business. His relationship with his father was tumultuous, characterized by frequent clashes. As the eldest son, Raymond bore the brunt of his father's strictness, often subjected to scoldings and the sting of a belt for his misdeeds.
"The business will be yours one day."
Though this phrase echoed in Raymond's ears daily, he remained indifferent at the time. It wasn't until his father's health issues surfaced that Raymond sensed that something was amiss. Despite his rebellious nature, he hadn't gleaned much about running the business. However, his father's excellent interpersonal skills inadvertently imparted valuable lessons in dealing with people. The thick contact book handed down by his father highlighted the robust network he had built.
When his father's depart this life, Raymond had to face everything alone. Due to his rebellious past, many believed in the adage "clogs to clogs in three generations" and thought Raymond deserved his fate.
But Raymond refused to accept it. He was determined to make "Oloiya" prosperous beyond three generations.
Using Branding to Change a Stereotype
When his father passed away, Raymond, still young and audacious, inherited the innovative mindset of his predecessors.
The founder of "Oloiya," Khue, introduced ground meat jerky to the market. The Second generation of Khue sought a renowned designer to create the iconic rooster logo deeply ingrained in people's hearts. Now, Raymond has elevated "Oloiya" into the high-end market, opening stores in shopping malls.
Once a despised industry associated with smoking and gambling, selling jerky underwent a transformation under Khue's initiative. Raymond, breaking stereotypes, transformed jerky into a sophisticated gift that brings prestige to the recipient.
Raymond's success is evident. He recognized that times had changed, and in the new era, jerky is not merely a food item; it's a consumer product. To break new ground, understanding consumer preferences is paramount.
Today, "Oloiya" has made significant investments in packaging and offers a range of prices to cater to different customer needs. The older generation favours bold and vibrant colours, while the younger generation leans towards simplicity. Raymond precisely grasped the preferences of different customer groups.
Raymond firmly believes that as long as a business understands the market and consumer needs, it can thrive indefinitely.
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