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ChocolateFactory

MarketingCommunicationPlan

By

VinitaKasemsupapun5045364328

SarintornPuangyoykaew5045466628

OrakarnChantaramungkorn5045376928

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SITUATIONANALYSIS

[MarketAnalysis]ThelevelofchocolateconsumptioninThailandisconsideredasrelativelylowwhencomparedtootherforeigncountries,especiallythoseinEuroperegion.AlthoughthechocolateconsumptionrateinThailandhasgraduallyincreasedfrom0.144kilogramperyearperpersonin1997to0.26kilogramperyearperpersonin2007,countriesintheEuroperegionhavethechocolateconsumptionrateashighas11kilogramperyearperperson.WhilecountryinAsialikeJapanhastheconsumptionrateof2.2kilogramperyearperperson.Therefore,thechocolatemarketinThailandstillseesalotofpotentialmarketchannelsthatcanleadtooverallmarketexpansion.Nonetheless,whenitcomestochocolate,Thailandhaslimitedproductionfeasibilitynamelylowqualityandquantityofcocoathatcanbeproduceddomestically,togetherwithlackofexpertiseinchocolateproduction.Asaresult,mostofthechocolateproductsinThaimarket,suchasCoinChocolateandBallChocolate,areconsideredaschocolateflavoredsweetsthatcontainlessthan20percentofcocoa.Themarket,therefore,largelydependsonimportedchocolateproducts,especiallyhighqualitypremiumchocolatewhichcontainhighpercentageofcocoa.Theseincludethedifferentvarietiesofformsofdarkchocolatesuchasbarsortruffleswithorwithoutfillings.Althoughthereisanincreaseinchocolateimport,thepercentagegrowthrateisslowingdown.Oneofthereasonscanbecontributedtothereducedpurchasingpowerduetoglobaleconomicrecession.Thus,consumerschangetheirconsumptionbehaviorbycuttingcostonproductsthatarenotnecessary,especiallyonluxuriousproductsincludingchocolate.Chocolateislargelyperceivedasunhealthyandexpensivesweet;thus,itislikelythatitwillbeconsideredasthefirstfewgroupsofproductsthatconsumerswillreduceorstoptheirpurchaseandattractingnewcustomersisalsonotlikely.KasikornResearchCenterpredictedthatchocolateconsumptioninThailandwouldbereducedfrom0.26kilogramperyearperpersonin2007to0.18kilogramperyearperpersonin2008.Furthermore,theeffectsofthepastyear’sbreakingnewsaboutmelaminecontaminationindairyproductsmaylingerinchocolatemarket.Ontheotherhand,whatmayhelprebuttalthedownturnintheThaichocolateconsumptionistograduallyspreadtheknowledgeofbenefitsofchocolatefoundinmanyresearches,togetherwithhealthtrendinThailand.Itisconfirmedthatanti‐oxidantagentinchocolatereducestheriskofheart

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diseases.Moreover,thefatinchocolatehelpsreducetheformingofplaqueintheteeth.Tofollowthishealth‐awarenesstrend,manyproductionshaveturnedintolowfatchocolateproducts,offeringchocolateloversmorealternativesandincentivestoconsume.Asaresult,thepercentagegrowthrateinthechocolatemarketaswellastheconsumptionrateofchocolatewilllikelytogrowquickly.Consequently,thisshowsthattherearestillahighlevelofmarketopportunityforChocolateFactoryinthechocolatemarket,duetotheupcominghealthtrendanddemandsforhighqualitychocolatemenus.

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Coffeeshop/Cafémarkettrend

‐ rapidgrowthofthebothcoffeemarket‐ rapidgrowthofcoffeeshops/cafésmarket

o largelydependonbigforeignfranchiselikeStarbuckso increasingawarenessinThaibrands

‐ fiercercompetitionsneedforeffectivemarketingprograms‐ lowconsumptionrate,leavingplentyofroomtoexpandthemarket‐ morewidespreadcoffee‐drinkinghabitofThaiconsumers‐ moredemandforcoffeeshop/caféexperience,notjustcoffeeitself

Premiumcoffeeshop/caféisconsideredbyinvestorsandconsumersasoneoftherisingstarsinthemarketbecauseoftheincreasingmarketgrowthandwidespreadcoffee‐drinkinghabitofThaiconsumers.Moreandmoregroupsofpeopleturntocoffeeshop/café.Thaicoffeedrinkersarewillingtopaymoreforqualitycoffeeandcomfortableenvironment.Thaiconsumersrespondwelltothechange.Theyturntheirbackoninstantonce‐popularcoffeeandgetstraightintotheshopswheretheyofferfreshlymadecoffeeaswellasconvenienceandpleasingdecorationsformoreenjoyabledrinkingexperience.Despitethegrowingcoffee‐drinkingtrend,KasikornResearchCenterfoundthatThaiconsumersstillhavelowrateofconsumptionwhichis200cupsperpersonperyear,comparedtoJapanese(500cupsperpersonperyear)andAmerican(700cupsperpersonperyear).Thus,thisvoidinthemarkethasdrawnlargenumberofbothforeignanddomesticinvestorsintothecoffeeshop/cafémarket.Althoughthelargepictureofthecompetitionsinthissegmentseemsfierce,eachcoffeeshop/caféhastheirownpositioningthatattractsdifferentgroupsofcustomers.However,itisinevitablethatthemarketisgettingmorecompetitive.Duringthepastthreeorfouryears,premiumcoffeeshop/cafémarketgrowthhasbeenastonishing.Bigforeignfranchisesfromforeigncountries,mainlyStarbucks,largelyplaythepartinstimulatingthegrowthinthemarket.Thaicoffeeshops/cafébrandsalsoestablisheditselfsuccessfullyandaregrowingrapidly.Furthermore,theoverallcoffeemarketisgraduallygrowing.AccordingtoKasikornResearchCenter,coffee‐relatedproductmarketin2005wasworth21,000millionbaht,skyrocketingformorethan100percentfromthevaluein2002.Thisnumbercanbedividedinto(1)instantcoffee9,300millionbaht,(2)

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cannedcoffee7,000millionbaht,and(3)premiumcoffeeshops/cafés4,700millionbaht.Themaingrowthofthenumbermaybecontributedtopremiumcoffeeshops/cafésofwhichsaleshaveincreasedatleast500millionbahtperyear;from3,000millionbahtin2002to3,500millionbahtin2003,andfrom4,000millionbahtin2004to4,700millionbahtin2005.Thepopularityinpremiumcoffeeshops/cafésyieldmorecompetitions,especiallythoseindepartmentstores,hypermarketsanddiscountstores.Eachlooksforthe‘goldenlocation’makingthecostofbusinessexpansionincreased.Therefore,themarketexpandstootherlocationssuchasgasstations,cinemas,skytrainstations,exhibitions,bookstores,hospitals,fitnesscenters,andairportsaswell.Expertsincoffeeshop/cafébusinessbelievethemarketvaluewillexceed7,000millionbahtwithinfiveyears.BecauseoftheextremelyhighpotentialinthegrowthoftheCafemarkettrend,thisgivesChocolateFactoryagreatopportunitytoestablishitselfinthemarketasoneofthepopularpremiumshops/cafesthatprovidehighqualityproductaswellasexperienceforthecustomers.

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[SWOTAnalysis]Strengths

• Usehigh‐qualitychocolateinallofthechocolatemenus• Varioustypesofmenustochoosefrom‐fewofthemenusarevery

interestinganduniqueeg.MangoChocolateFrappe• Catchyslogan‐LiveLifeChocolately• Clean• Friendlyandhelpfulstaffs• Theshopwaseasytoaccessasit’ssurroundedbyescalators

Weaknesses• Notverywellknown‐stillnewtothemarket• Smallshopspace,thereforecanonlyservealimitedcapacityof

customers• Confusinglogo• Inconsistentshoptheme• Location

o Canbeverynoisyattimesastheshopislocatednexttoachildren’splayground

o Trafficisverylowo Hardtofindo Doesnotattractcurrenttargetaudience

• Menuo Thenamesareveryboringandnotuniqueo Someofthemenusareexactlythesamebutjustwithdifferent

nameseg.BananaSplitChocoandChocolateFrappeBananao Thebakerymenusareveryordinaryo SomeoftheproductsmaynotsuittherighttasteforThai

customerso Thecurrentpricesoftheproductscanbeconsideredas

expensive

Opportunities• Increaseinthegourmetchocolatetrendduetoconcernsforhealthand

wellnessamongconsumers• Themarketisstillontheopen.Theamountofdirectcompetitorisstill

relativelylow• Thaipeopleliketospendtheirdayinthemallwhereit’scoolerand

morerelaxing.• CentralWorldislocatedinthecenterofBangkokandcanbeeasily

accessedbyvarioustypesoftransportationssuchastheBTSSkyTrain,buses,tuktuks,andtaxis.Italsooffersover7000parkingspaces.

• CentralWorldattract150,000customersperday

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• CentralWorldalwaysholdseventsformanycompaniesondailybasis.Participantsfromtheseeventscanwaitandhangoutatourstore

• TherearenodirectcompetitorslocatedinCentralWorld• ThaiandAustraliaFTAreducesthepriceofimportAustralianmilk

whichcanbeusedasingredients• Currencyappreciation

Threats• Becausethereareotherformsofchocolateavailableforconsumersto

purchaseeasilyandconveniently(eg.insupermarketandseven‐eleven),consumersmaychoosetobuycheaperalternativeofchocolatebarsorchocolatedrinksinstead

• MostThaipeoplestillviewchocolateasanunhealthyindulgent• RapidincreaseintheamountofthirdplaceCafé’s,bakeryshops,and

Coffeeshopfranchises• Thepopularityinpremiumcoffeeshops/cafésyieldmorecompetitions,

especiallythoseindepartmentstores,hypermarketsanddiscountstores.Eachlooksforthe‘goldenlocation’makingthecostofbusinessexpansionincreased

• Consumers’positiveviewonotherfamouscoffeeshopbrandssuchasStarbucksandTrueCoffee,oursecondarycompetitors,asasafeandquietplacetoworkorhangout

• Politicaltensionbetweenthegovernmentandthered‐shirtprotestors• Increasingoilpricecanescalateshippinganddeliveringcosts• ThaiandAustraliaFTAreducesthepriceofimportAustralianmilk

whichcanencouragechocolatebarsmanufacturerstomassproduce• Economicalrecession

ThesestrengthswillbeemphasizedthroughoutourmarketcommunicationprograminordertomakeChocolateFactorystandoutfromthecompetitors.However,weneedtofocusonlyonthestrengthsthataremarketableandwillbenefitChocolateFactorythemost.We,therefore,chosetoemphasizeonetheslogan‐LiveLifeChocolately‐anddevelopitasourmainconcept.WealsoemphasizeonthestrengthofChocolateFactoryusinghigh‐qualitychocolateinallofitschocolatemenus.Otherstrengthsareencouragedtobepreservedandcarryonatthesameorhigherstandard.

AlthoughtherearefewstrengthsintheChocolateFactorybrand,therearestillalsoquitealotofweaknessesinthebrandthatneedtobeimproved.Weneedtoprioritizealltheweaknessesinaccordtotheirimportance.AlthoughthebiggestweaknessoftheChocolateFactoryshopisitslocationandthesizeoftheshop,itwouldbedifficulttochangethelocationandthesizeoftheshopin

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reallifeasitwouldcostthebrandalotofmoney.Therefore,we'vedecidedforChocolateFactorytostayatthesamelocationandsizeandfocusonotherweaknessesinstead.Wedecidedtoeliminatetheconfusinglogoandusethesimpletextofthebrandnameinstead.Thisistoaidconsumerstorememberthebrandmoreeasilyandnottobeconfusedbymultiplelogos.We'vealsochosetotacklesomeoftheweaknessesofthemenus.

Inourmarketingcommunicationplan,we'vealsotooktheadvantageofsomeoftheopportunitiesavailableforthebrand.Becauseoftheincreaseinthegourmetchocolatetrendduetoconcernsforhealthandwellnessamongconsumers,wewillemphasizeonourstrengthsofusinghighqualitychocolateinourcommunicationplantoattractconsumerswhofollowsthetrend.Moreover,becausethemarketisstillontheopen,weareabletogainmarketsharemoreeasilyduetorelativelylowquantityofcompetition.AndbecausetherearenodirectcompetitorslocatedinCentralWorld,wewilluseourmarketingcommunicationplantomarkourplaceasTHEgourmetchocolatecafeinCentralWorld.

Althoughmostofthethreatsarefromexternalinfluencesandareoutofourcontrol,oneofthethreatsthatwecantrytotackleisthethreatofThaipeople'sviewsonchocolateasanunhealthyindulgent.Again,wecanemphasizeontheuseofhighqualityofchocolateinallofthemenus,aswellasthebenefitsofconsumingchocolate,throughoutourmarketingcommunicationplan.

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[CompetitorAnalysis]DirectcompetitorsChocolateCafésThesechocolatecafés,althoughtheyhavetheirownuniquesellingpoints,havethesimilartargetgroupasthatofChocolateFact.TheyarelocatedattheheartofBangkokandboastthequalityoftheirvariouschocolatemenus.

1. SummerChocolateHouse@SoiPromsri,Sukhumvit49

a. AchocolatebakeryownedbyPolTantasathien,afamousThaiactor

i. Getalotofcoveragefromdifferentmediab. Naughtynamesthatcatchattentionandgetviral

i. BTS(BetterThanSex)–bakedchocolatecakewithpastrycreamandwhippedcream

ii. CupC–bakedchocolatecakeinbowlwithicecreamc. All‐in‐oneeaterywhichmayenhancecustomers’experiences

i. SpringDiningRoomii. SummerChocolateHouseiii. WinterBar

2. NumeroUnoCafé@BangkokMarriottResort&Spa

a. Variouschoicesforcustomers

i. 300+typesofhandmadechocolateii. Focusonbutnotlimitedtochocolateproductswhichcan

attractmorecustomersandtheircompaniesb. Seasonalproducts

i. Valentine’sDayii. Thanksgivingiii. Mid‐AutumnMoonfestival

c. 3GoldMedalsinchocolatemakingd. Marriottbrand

i. guaranteeingqualityandgainingcustomer’strustii. frequentjointpromotionsunderMarriott

3. CherubinChocolateCafé@Sukhumvit31

a. Teddybearsasthecafé’suniquesellingpoints

i. Givewarmandcozyfeelingandimageb. Kid’szonewithchildrenbooks

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c. Locatedonly100mfromPrompongBTSstationd. Frequentpromotions,in‐storeandonlinee. Largecustomerbase

i. usedtobe‘made‐to‐order’chocolatespecializedbakeryii. gainedreputationandrecognition

4. KakaoCafé@Sukhumvit24

a. Spaceavailableforrenti. Drawpeopleincludingmediaintotheshop

b. Informativeandinteractivewebsitei. Productcollectionswithdetailsii. Abilitytoorderchocolateonlineiii. Pastandcomingeventsiv. Contactinformation

c. Promotionsfocusedon“limitededition”chocolatei. 99limitededitionchocolatecreatedbyHRHPrincess

SiribhaChudabhornforauctionii. 99limitededition“TheSweetZodiac”

d. Newmenuasfreecomplimentaryfordine‐ini. Positiveexperience

SecondarycompetitorsThird‐placeCafésandBakeriesCafésandbakeriesmushroominBangkokarea.TheyoffercustomerssimilarmenutothatofChocolateFactbuttheyarenotlimitedtochocolate.Thefollowingaresomeofthewell‐knowncafésandbakeriesthathavebecomethirdplacesforBangkokians.

1. StarbucksCoffee2. TrueCafé3. TheOrientalShop4. VanillaBrasserie

ChocolateSpecializedShopsChocolatespecializedshopmarketishighlycompetitive.MostofthemarelocatedindepartmentstoresinSiamareaofwhich90percentsellschocolatetruffles.Priceandmenuareverysimilarandthereforeattractthesamerupofcustomers.

1. LeGourmet@GFloor,SiamParagon

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2. JimThompsonChocolate@SaladaengCafé(SaladaengSoi1)andCafé9(Surawong)

3. Belgio@SiamBypass,SiamSquare4. Royce@Emporium5. VisageChocolate@GFloorSiamParagon6. Mrs.FlowerChocolate@CentralChidlom,CentralWorld,Siam

Paragon,TheMallNgamwongwan7. ChocolateBuffet@SukhothaiHotel

MassProductsatSupermarketCompetitorsinthismarketcomeindifferentqualitiesandprices.AlthoughthebrandswhosharethesametargetaudiencewithChocolateFactmaylendtowardhigherendones,consumerswhoareprice‐sensitivemayturntootherlessexpensivebrandsastheiralternatives.ItswidespreadavailabilityisalsoathreattochocolatecaféslikeChocolateFact.

1. Lindt2. Godiva3. Neuhaus4. VanHouten5. FerroRocher6. Hershey’s7. Tobberone8. RitterSport9. Cadbury10. Meiji

Sinceourcompetitorscomeinmanyfacetsandarerelativelystrongintheirpositionings,itisimportantforChocolateFacttohaveasolidconcepttobeabletocompetewiththem.TheconceptmustbeuniqueandconsistentlylinkedthroughouttheIMCplaninorderforChocolateFacttoforcefullystandoutfromitscompetitors.AlthoughChocolateFactdoesnotfaceanydirectcompetitioninCentralworld,itdoesneedtobeawareofitssecondarycompetitorssuchasThird‐placeCafésandBakeriesandtrytotakeadvantageofbeingtheonlychocolatecaféinCentralworld.

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OBJECTIVESObjectivesofthewholemarketingcommunicationplanareasfollowed;

(1) toincreaseawarenessamongchocolatelovers• numberoffansinFacebook1,000+• numberofpeoplewhoplayquizzesinFacebook500+• numberofviewsofthedramaseriesinYoutube,ChocolateFact

website,andFacebook3,000+• numberofpeoplewhosharesthedramaserieswiththeirfriends

500• numberofvisitorsoftheweb3,000+• numberoftimevisitorsspentontheweb3• numberofpeopleparticipatingin“PasstheSweetMomentForward”

campaign700• numberofinvitationssentduringthe“PasstheSweetMoment

Forward”campaign300• numberofpeoplejoiningtheChocoLifeCaféthroughthe“Passthe

SweetMomentForward”campaign100

(2) tobuildloyalcustomerbase• numberofregistrationsoftheChocoLifeCafécommunity1,000• numberofsubscriptionsofthemembershipcard400

(3) others• numberofmediacoverageanditsvaluesatleast3X• contentanalysisfavorable• numberofparticipantsshowingonthelauncheventday100• salesincreasedby30%

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TARGETAUDIENCEANALYSIS

Attributes• Age:18–35(Youngadultsandfirstjobbers)• Gender:Female65%,Male35%• Highlysocial–liketohangoutwithfriends• Middletouppersocioeconomicclass,universitygraduates• Urban• Opinionleaderamongsocialgroups

InsightsBuyingpreferences

• drivenbyquality,flavorandpersonalpreferenceDecision‐makingprocess

• notpricesensitive–lookingforvalueandpersonalsatisfaction• emotionaldecisionsoverlogicaldecisions

Influencers

• Friendsandpeers• MediaincludingInternet

o Eatingprogramsandpublicationsviral• Bloggerseventforbloggerstovisittheshop

Motivation

• Self‐indulgence• Pleasure• Personalhealth• Qualitythatreflectssenseofself‐worth• Impressingothers

Values

• Outgoing• Easygoing• Friendly

Behaviors

• verysocially‐oriented• opentonewthings• seeknewandstimulatingexperiences• wantmorethanjustaproduct

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Thistargetgroupiseasiertoreachthanparentswhowaitfortheirchildren’sclass.Theyliketosocialize,gotodepartmentstoresandtrynewthings.However,themainweaknessofChocolateFactisthelocationitself,wherethistargetgroupdoesnotnormallyhangout.Therefore,ratherthandirectingourcampaigntowardstheparentswho,accordingtoourresearch,donotconsumechocolateandtendtohavelessbrandloyalty,wedecidedthatourcampaignaimsatbuildingbrandawarenessandbrandloyaltyoftheyoungasa‘pull’strategytodrawthemintheshop.Thetargetgroupspendsmuchoftheirtimeinfrontofcomputers;whetheritbeuniversitystudentswhoareaddictedtosocialnetworkingorofficeworkerswhohavetheirownpersonalcomputersatwork.Thus,thisgroupiseasytoreach,communicate,engageandinteractwith,inadditiontothefactthatthisgroupismorelikelytobeopentonewthingsinlife.Eventhoughparentsarecurrentlynumberoneintermsofnumberofcustomersoftheshop,webelievethattheyarenotsuitableforourtargetgroupforfollowingreasons.First,mostofthemaremoreappropriatelydescribedaspasser‐bys,notloyalcustomers.Theychoosewhereverthatisconvenienttowaitfortheirchildrenanddonotacknowledgethebrand.Second,mostofthemprefercoffeeoverchocolate.DespitetheefforttocommunicatethebenefitsinvariousmediaandevenintheChocolateFact,theythinkofchocolateasatypeofsweetthatchildrenliketoeatandbelievethatchocolateisnotgoodfortheirhealthsuchasacauseofobesity.Third,thisgroupishardtocommunicatewith.TheyarenotaccustomedtonewmediasuchastheInternetorSMS,buttomoretraditionalmediachannelssuchasTV,radio,ormagazineswhichrequirealotofmoney.Furthermore,theyareconservativeandtendnottobeopentonewthings.

[Targetaudiencedescription]MeowlyisathirdyearstudentatCommunicationArts,ChululongkornUniversity.Hermonthlyallowanceisapproximately15,000bahtthatshespentlargelyoneatingandshoppingwhilehangingoutwithfriends.Shecanaskhermomforadditionalmoneyso,generally,Meowlybuysanythingshewants.ShelikestovisitSiamareawithfriendsafterclassestoshop,dine,watchmoviesanddohomeworkincoffeeshopsbecauseitisnearherschool.ItiseasytotraveltosinceshereliesonmasstransportationsuchasBTSandMRTtogobackandforth.MeowlyishighlysocialsoatoolthatshecannotlivewithoutisherBlackberrywhereshechats,tweets,updatesFacebookstatusandcommentsonother’sstatus.Sheupdatesherselffrequentlyandlikestogowiththeflow–what’sinandwhat’soutbyreadingmagazinesduringclass.NowtheKoreanpopidolisthemegahitinThailand.Shedoesn’t

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wanttobeleftoutsoshewatchesyoutubeeveryday.Butsometimesshewantstobeatrendsetterherself.Sheseekssomethingnewandinterestingtosharewithherbelovedfriends.Iceisa27‐year‐oldcreativeatOgilvyMatherwhereshehasworkedfortwoyearsrightafterhergraduationinEngland.Hermonthlyincomeisapproximately32,000bahtandhasnoplantocommittoanylargepurchasesoon,soshespendshermoneyfreely.ShegoesbackandforthtoworkplacebyherblueYaristhatherparentsboughtforherforagraduation.Creativeisatoughjobthatkeepsherworkinginfrontofthedepartment’siMacaroundtheclock.Thus,whenevershegetsstressed,sweetandcolddrinkwillsoothehersoshestockssodasinthecompany’sfridgebecauseshehasnotimetowanderaround.Shevaluesherlunchtimedearlybecauseitisherrelaxingmoments.ShelikestohavelunchatCentralWorldanddoesalittleshoppingwithcoworkersbeforegettingbacktowork.Hermoneyislargelyspenttosatisfyherselffromhardwork.Sheisveryenergetic,outgoingandfriendlysoshehasmanygroupsoffriendswheretheyhangouttogetherfrequently.IcereadsblogsespeciallywebboardinPantiptosearchfornewrestaurantstodinewithherfriends.Becauseofherloadofwork,sherelyontheInternetforinformation.Sheistiredandsleepsrightaftergettinghomeatrandomtime,ifshehasachance,thusshedoesn’twatchtelevisionmuchanddoesn’thaveachancetodevelopherfavouriteprograms.

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CONCEPTWesawtheslogan“LiveLifeChocolately”meaningfulandtriedtodefinethemmore.Becausethesloganiscatchyandmeaningful,ourgrouphasdecidedtokeepthecurrentsloganofChocolateFactory‐LiveLifeChocolately.Asforthemeaningoftheslogan,wewanttoemphasizeonthesimilarityoflifeandchocolate.Likechocolate,lifecanbebothbitterandsweetandthroughoutourlives,weareinevitablyfacedwithbothgoodandbadthings.Also,accordingtoourresearch,whenourtargetaudiencethinksofchocolate,theythinkoflove,happytimes,aswellasheartbreaks.We,therefore,wantourcustomerstothinkofChocolateFactoryasaplacewheretheycanbothcometocelebrateandenjoythemselveswhentheyarehappyaswellastocomfortandcheerthemupduringtheirtoughtimes.

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MARKETINGCOMMUNICATION:MESSAGEANDCHANNELS

Allofthecomponentsinmarketingcommunicationrelatebacktothebigideaofthecampaign–LiveLifeChocolately.Thefollowingistheroadmapforthewholecampaign:

1. createawarenessinthecomingdramaseries“ChocolatePrince”andonlinecommunity“TheChocoFactCafé”throughsocialmedianetworkandpressreleases

2. launchthedramaseries“ChocolateLove”onYoutubeandChocolateFact’shomepage

3. promoteonlineChocolateFactcommunity“TheChocoFactCafé”intheChocolateFact’swebsitetoencourageparticipationandbuildloyalcustomerfanbase

4. leadallIMCtothelauncheventDramaSeries(SeeStoryboardintheIndex)ThisshortonlinedramaserieswillbeGTH‐styledromanticgenrethatsuitsourtargetaudiencewell.Thestorywillemphasizeonourconceptofbittersidesandsweetsidesoflifethroughthekeycharacters–ayoungofficemanwhoisfrustratedwithhiscareerlifeandacollegewomanwhojustfinishedherexamsandishappywithherlife.Thislinkstotheconceptofourshopasaplacewherecustomerscanbothcometoenjoythemselveswhentheyarehappyaswellastocomfortandcheerthemupduringtheirtoughtimes.AllofthescenesintheserieswillbeshotattheChocolateFactshopatCentralworldtocreatebuzzandtohelppromotetheshop.Asshowninthestoryboard,theseriesdoesnotonlyhelppromotetheChocolateFactshop,butalsotheupcominglauncheventandtheonlinecommunity.However,duetothelimitedbudget,we’vedecidedtohireanunknownbutgood‐lookingactorandactresstoactasourtwoleadactors.Thedramaserieswillalsobeposted,forfree,onYoutubeandontheChocolateFactwebsite,whereviewerscaninteractwitheachotherandexchangethoughtsabouttheseries.Also,toensurethattheclipreachesourtargetaudience,wewillsendannouncementstoofficesaroundtheCentralWorldareaaswellasmajoruniversitiesinBangkokareas.

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Socialmedianetwork

• ChocolateFact’stargetaudienceishighlyactiveinsocialmedianetwork,especiallyonFacebook.

• Wewilltagourtargetgroupwiththemini‐dramaseriesthatwillbepostedonChocolateFact’sFacebookpage.TheycanreplytheiranswersintheFacebookpageaswell.ThosewhoparticipatehaveachancetowinafreemealordiscountcouponsatChocolateFact.

• Quizzessuchas“Whatisyourcharacterin‘ChocolatePrince’drama?”“Howchocolateisyourlife?”willbeposted.

• TheFacebookpagewillbemoreupdatedtopromotedifferentpromotions,websitesandChocoLifeCafé.

PressReleases

• Duetothelimitedamountofbudgetavailable,publicrelationsplayasoneofthecrucialpartsofthewholecampaign.

• Pressreleaseswillbedistributedtolifestylesectionsoreatingsectionsofthemediachannelsshouldbetheonesthatreachtoourtargetaudience

o (1)broadcastingmediaincludingfreetelevisions,cabletelevisions,andradio,(forexampleKruaIndy)

o (2)printmediaincludingmagazinesandnewspapers,and(forexampleCleo,ADay)

o (3)onlinemediaincludingvariouswebsitesandbloggers• Incentivessuchasdiscountcouponswillbegivenasincentivesforthe

audiencestojoin.

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Onlinecommunity“ChocoLifeCafé”

• Toachievetheobjectiveofbuildingloyalcustomerbase,participationwillbehighlyencouraged.Thosewhoregistertobeoneofourcommunitymemberswillgetspecialcoupon.

o Onlinecommunitywillbeaplaceforanyonetosharebothoftheirbitterandsweetmomentsoftheirlives,accordingtoourconcept.Thecommunitywillbeagoodwillcommunitywhereuserssupportoneanotherandthereforenotonlyengagethetargetaudiencebutalsobuildpositiveimagetoourbrand.

o Moreover,toencourageparticipationevenfurtherandempowerourcustomers,pollswillbeconductedmonthlyinonlinecommunity.Userschoosefrom3menusthatarenotintheusualmenuandthemenuthatgetsthehighestvoteswillbethespecialmenuofthatmonth.

Website

• WethinkthatthecurrentdesignreinforcesChocolateFact’sconcept,especiallythecolorofbrown,yellowandorange.However,ChocolateFact’swebsiteneedsalotofimprovementandgetsinteractiveonitscontent.Pageswillincluded:

o (1)AboutUs–toshowthepassioninbringingthebestqualitychocolatetocustomersandbethereforcustomerswheneverbitterorsweetmoments,

o (2)Menu–togivecustomersinformationaboutourqualityproducts,

o (3)FactsAboutChocolate–toencouragechocolateconsumptionandpositiveviewstowardschocolate

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o (4)Promotions–tokeepthecustomersupdatedontheactivitiesandspecialoffersfromtheshop

o (5)Location–tohelpthecustomersfindtheshopeasilyo (6)“ChocoLifeCafé”community,o (7)Multimedia–togivecustomersmouthfulexperiencessuch

asmini‐dramaseries,exclusivebehind‐the‐sceneshots,actors’profiles,ChocolateFact’svideotourand‘meetthestaff’videos,videosaboutoursignatureorspecialproducts,lightheartedflashgame,and‘passthesweetmomentforward’campaign.

• “PasstheSweetMomentForward”isaninteractivesalespromotionwhereacommunitymembercaninviteotherpeopletojointhecommunitythroughprettilydesignede‐cards.Theywillgetdiscountsoffivepercent,tenpercent,fifteenpercentuntiltwentypercentaccordingtothenumberofnewmemberstheyinvitedtojointhecommunity.

Promotions

• Apartfrommonthlyspecialmenupickedbythecommunitymembersand“PasstheSweetMoment”promotionalcampaignwhicharedetailedabove,theChocolateFactwilllaunchthemembershipcardandpromoteitsown“ChocolateDay”.

o MembersoftheChocolateFactwillbeseparatedfromcommunitymember.Theyreceivetheprivilegeofdiscountsandexclusivefreetastesofspecialmenusaswellaswelcominggifts.Membershipwillencouragerepeatpurchaseandbuildloyalcustomerbase.

o ChocolateDayiseveryfirstSundayofthemonthwherespecialdiscountswillbegiventoanycustomers,withthemembersgettingthediscountontop.Thiswillhelpdrawingpeoplein.

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LaunchEventThemini‐dramawilllinkbacktoourlaunchevent.Theeventwillbesetupatourstoretoensurethatthetargetaudiencewillknowourshoplocation.PrettieswillwalkaroundCentralWorldtogiveoutsamplesofourproductsandinvitepotentialcustomersintoourlaunchevent.Intheevent,ChocolateFactstaffswillarrangeadecorationworkshopfordifferentchocolatedessertsforparticipantswhiletheMCandourguestspeakerwillhostatalkabouthowtolivelifehappily.Asshowninthedramaseries,theunderlyingmessagefromtheworkshopisthatwecandesignourownlifelikedesigningchocolatedesserts.Workshopactivitywillattractcustomerswhoareingroupssuchasfriendsandfamilies,whichareourtargetgroup.TheMCwillalsoaskparticipantsrandomlytosharebitsoftheirlivesandpersonalexperiencewithotherstocreateinteractions.MenuWewillhavetwodifferentsetofmenus;eachwithuniquemenunamesthatindicatesadorhappyfeelings(theyarethesamemenuwithdifferentnames)tostrengthenourpositioningandtocreateviral.

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Timeline

June IMC

Week1 PressReleasetoprintmedia

Week2 ‐

Week3 ‐

Week4 ‐

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July IMC

Week1 •Facebook•Website+ChocoLifecafe

Week2 •PressReleasetoTVandonlinemedia

Week3 •Firstepisodeofdrama

Week4 •Secondepisodeofdrama

August IMC

Week1 •LaunchEvent•Promotions

Week2 •Promotions(contd)

Week3 •Promotions(contd)

Week4 •Promotions(contd)

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BUDGET

Item Description Units Cost/Unit Total (Baht)

1 Media Kit – PR to print media 3,420 Printing Cost (4 colors, A4) 200 15 3,000 CD + Cover 20 11 220 Brochure 20 5 100 Folder 20 5 100

2 Website - Social Media 16,200 Website Design + Administration 1 15,000 15,000 Hosting + Domain name 1 1,200 1,200

3 Promotions 10,625 3.1 Discount coupons

Graphic Design 1 1,500 1,500 Printing Cost 1000 0.5 500

3.2 Free coupons Graphic Design 1 1,500 1,500 Printing Cost 250 0.5 125

3.3 Membership card Graphic Design 1 2,000 2,000 Card + Design 500 10 5,000

4 Facebook – Social Media 5,000 Administration 1 5,000 5,000

5 Menu sign 13,450 Graphic Design 1 3,000 3,000 Plate + Design 1 2,000 2,000

6 Production – Mini Drama Series 70,000 Actors 4 7,000 28,000

Director 1 15,000 15,000 Camera renting 1 10,000 10,000 Grip equipment 1 8,000 7,000

Unit production cost 1 6,000 5,000 Location 1 10,000 5,000

7 Interior Shop Design 14,400 Table 4 2,000 8,000

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Chair 16 400 6,400

8

Live Life Chocolately – Launch Event + workshop 48,000

Pretty 8 4,000 32,000 Workshop utensils 20 400 8,000 Workshop ingredient 20 300 6,000 Decoration 1 2,000 2,000 Total 181,095 7% Vat 12,677

Grand Total 193,772

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MEASUREMENTSuccesswillbedeterminedbyhowwellweachievethesetobjectives.Eventhoughweproposemanydifferentpromotionsthroughdifferentchannels,wecaneasilytracktheirsourcesbyusingdifferentdesignforeachone.Asourcampaignreliesheavilyontheonlinematerial,thankstoadvancedtechnology,statisticsandnumbersarereporteddirectlytotheadministrator.Salescanbeachievedthroughmonthlysummary.Theareathatneedshumanresourcesthemost,butyieldusefulinsights,aremediacoverageanditsvalueandtheircontentanalysis.

(1) toincreaseawarenessamongchocolatelovers• numberoffansinFacebook• numberofpeoplewhoplayquizzesinFacebook• numberofviewsofthedramaseriesinYoutube,ChocolateFact

website,andFacebook.• numberofpeoplewhosharesthedramaserieswiththeirfriends• numberofvisitorsoftheweb• numberoftimevisitorsspentontheweb• numberofpeopleparticipatingin“PasstheSmileForward”campaign• numberofinvitationssentduringthe“PasstheSmileForward”

campaign• numberofpeoplejoiningtheChocoLifeCaféthroughthe“Passthe

SmileForward”campaign

(2) tobuildloyalcustomerbase• numberofregistrationsoftheChocoLifeCafécommunity• numberofsubscriptionsofthemembershipcard

(3) others• numberofmediacoverageanditsvalues• contentanalysis• numberofparticipantsshowingonthelauncheventday• sales

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RECOMMENDATIONS

1. Discardthecurrentlogoandusethecurrentsloganaslogotogainconsistencywiththeoverallshop

2. Thewebsiteneedscontinuousmaintenanceandalllinksshouldworkproperlytoreducefrustrationamongwebsitevisitorsandtoshowprofessionalism

3. Themenusignshouldbeinamuchbiggersize.Customerscanbarelyseethemenusonthecurrentmenusignbecausethetextistoosmall.

4. ThecolorpaletteusedintheshopdesignshouldbemoreconsistentwiththeonesusedinotherIMCmaterials.Insteadofgivingthecustomersachocolatetyfeelwhenvisitingtheshop,theyellowcolorthattheshopiscurrentlyusingistoolightandmakestheshoplookslikeahoneyshopinsteadofachocolateshop.

5. Changethecurrentstiff‐lookingchairsandtablesintheshoptoamorecomfyone.Thishelpprovidescomforttocustomerswholiketotaketheirtimeduringtheirvisittoourshop.Also,thishelpstoencouragecustomerstostayinourshoplongerandvisittheshopmoreoftenduetocomfortableandcalmambience.

6. Usestickersofchocolatesplatterstocreateatrace/paththatleadsCTWvisitorsfromthecentralescalatortotheshop.ThishelpstocreatesuspenseamongCTWshopperswhilehelpstoleadnewcustomerstotheshop,tacklingtheproblemofhard‐to‐findlocationoftheshop.