Goh Joo Hin Pte Ltd owes its success to many factors, one of the important ones being the marketing strategy adopted and implemented by the company.

The company initiated research to determine the best selling Abalone brand in Singapore in 1999. Research results showed that Goh Joo Hin Pte Ltd's house brand New Moon was the best selling brand of Abalone in Singapore that year. Since then, the New Moon brand of abalone has been recognised as the No.1 selling Abalone brand in Singapore (AC Nielsen) for six consecutive years (1999 to 2004).

To further consolidate its success, Goh Joo Hin Pte Ltd has also engaged well-known celebrities to endorse its house brands. Kym Ng (MediaWorks artiste) and Fann Wong (MediaCorp artiste) endorses its New Moon brand whereas Zoe Tay (MediaCorp artiste) endorses its Mili brand.