Download - Chocolate Factory
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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.