A Story of Lala’s Promotion

One afternoon in late August 2010, Wang Yong, the vice president of Beijing Booky Publishing (Beijing Booky) who had discovered the Lala stories, hurried into his office. Following the outstanding sales of the three-book Lala series (over 3.5 million copies), the small private publisher began to attract considerable attention. The suite of Lala products, which included books, a play, a movie, and a TV serial, had generated total revenues of 300 million yuan. “Du Lala fever”, which had already lasted two years, reached a climax with the release of the hit Lala movie, Go Lala Go!, and TV serial released in April and July 2010 respectively. Many companies had come to Beijing Booky hoping to market Du Lala–branded products. Wang thought carefully about the matter. Should Du Lala be positioned as a faddish brand or a long-lasting one? Should the company try to make quick profits by selling all Du Lala–related copyrights or should it take more cautious steps for the long-term development of the brand?