group c marketing plan
DESCRIPTION
We are Group Cpreparing the marketing plan for a chocolatierTRANSCRIPT
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PLANFOR
FLORIDOIN 2012
MARKETING
A
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Company Information
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Mission“ to represent our honourable guest to deliver the most genuine blessing to their loves with a box of finest chocolate.”
- FLORIDO 2012
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Objectives:
1.5 yrs!
Revenues Expenses
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To gain a profit growth of per annum.
13%
Objectives:
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Objectives:To increase Share of Heart by 5% per annum
From nothing to something!
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SWOT Analysis
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StrengthSteady supply of cocoaQuality guaranteedVariety of customers
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WeaknessUnrecognized brand and image
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OpportunityUnique products
unlike any otherstrendy and fusion productspioneer of the new market
Agglomeration in Festival walkmany brands sell chocolates in Festival WalkCluster effect maximize potential customers
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ThreatsProbability of price
competitionUncertainty of
market reaction to new product
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Customer Analysis
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Customer Analysis
Target market
Purchase for special occasion
Explorer
High income
Middle income
Low income
Reformer
Succeeder
Struggler
Mainstreamer
Aspirer
Resigned
Purchase on regular basis
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4P Marketing Strategies
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ProductCore product:
Flower chocolate Dark chocolate series Milk chocolate series
Facilitating productService for personalized flavor
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PriceInternal Factors
Positioning High Quality High Income Customer
Product-Quality Leadership excellent service and product the cost.
Cost High rent + Decoration + Fresh Flower
Marketing Mix Strategies promotion and distribution. advertising costs.
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PriceExternal Factors
Price Elasticity of Demand of our Target Customers price inelastic
Competitors’ Pricing Strategies price at relatively higher provide high-end and
luxurious product and service
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PricePricing Approach
Prestige Pricing price high luxurious and elegant strengthen market position + establish brand name.
Price-Adjustment Strategies seasonal discounts in low season to attract more
customers.Bulk Purchase Discounts
Discounts offer bulky. Attract purchase increase revenue
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Placerefers to the
distribution channel of our business concept.
SHOP
OFFICE
INTERNET
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PlaceShops: located at Festival Walk
middle income residential areagathers a group of our target customerenjoy economies of agglomeration
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PlaceOffice: located at Tsim Sha Tsui,
highly accessibleperform as the ‘central business district’ of
Kowloonbrain of a company: market research,
negotiation with stakeholders & answer enquires
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PlaceInternet:
our most important distribution channel, not limit by geographical boundary company website online shopping system social networking sites
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PromotionOnline Advertisement
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PromotionMass Media
Printed Advertisement
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PromotionPublic Relation
Speed Dating event: A chocolate workshop
Chocolate booth
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Milestone
Official websiteFacebook Fan PageOnline Ads
5-monthsTraining
Opening Ceremony
Market research12/6 – 12/7
Workshop
One-monthRecruitment
Advertisement as promotion continuously
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Brought to you by……
CHEN NGAI LUNG Alan, 11041629DCHIANG LOK HANG Charles,
11202770DCHIU TSZ TING Raky, 11029114DIP KA HEI Aimen, 11117739DSIU PO CHEUNG Steven, 11150818D
GROUP CThank you!