r&m ppt (fin)
TRANSCRIPT
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Chan Mei Wan, Melva 08579292DChung Hau Lam, Rainbow08559072DChoi Wai Ting, Kris 08564788DYan Wing Ki, Jackie 08501570D
Jellyfish @ Home Aquarium
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Retail Mix Strategy at Ocean Park
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Overview
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Our Business Our Business IdeaIdea
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Home Jelly (A themed souvenir shop in Ocean Park)
Theme: Creating their home aquarium Location: Around the Sea Jelly Spectacular Merchandise Assortment: 1. Themed design water tank and related appliances2. Captive-bred seahorses, corals and jellyfishes3. Aquarium related book, magazines and video4. Animated marine creatures products such as keychain
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Target Market &
Business Mission
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Target MarketTarget Market
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Primary market• Local Market- Family with children- Couples- Marine lovers
Secondary market• Mainland tourist- Family with children- Couples
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Target MarketTarget Market
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Satisfy their need about • Increasing their understanding about
marine life• Interacting with the marine creatures
Strong emotional tie• Encourage their buying and visiting
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Business MissionBusiness Mission
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• Inspire visitors to the wonders of aquarium
• Extend their memory about visiting Sea Jelly Spectacular and the Ocean Park
• Differentiate our store from other souvenir shops and aquarium shops
- Provide unique and exclusive merchandise with the competitive pricing
- Personal selling
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Situation Audit
Market FactorCompetitor Factor
Environmental Factor
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Market FactorMarket Factor
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Competitor Competitor FactorsFactors
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Environmental Environmental FactorsFactors
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Retail MixLocation
Merchandise AssortmentsCustomer Service
Store Design & LayoutCommunication Mix
Pricing Strategies
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Location
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Official Guide Tour of Ocean Park
Sea Jelly Spectacular (SJS)
• A rather new attraction installed in 2006• An aquarium with more than 1,000 jellies• It is situated next to the Cable Car Station
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Why Ocean Park? Why Ocean Park? Why SJS?Why SJS?
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Reasons for opening our store next to the Sea Jelly Spectacular (SJS) :
SJS is a popular & unique attraction
Our store is going to serve as a
complement of SJS
SJS is easily accessible located at aside of Cable Car Station SJS visitors
are going to be attracted
A large pool of potential customers
can be attracted
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Customer Service
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Specialists’ Specialists’ ConsultationConsultation
Confident Benefits:Acquire further knowledge & Information about aquariumMore confident & Interested in raising marine creature
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Workshops – Create Workshops – Create Your Aqua World Your Aqua World
Extend your memory of Ocean Park
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Storage ServiceStorage Service
Provide Convenience
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Merchandise Assortments
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Key CategoriesKey Categories
Marine Creatures
Aquarium-related
Equipments
Books, Magazines & Videos
Non-living items as Souvenirs
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Key CategoriesKey Categories
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Key CategoriesKey Categories
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Our AssortmentsOur Assortments
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Store Layout/Design/Display
Visual MerchandizingAtmospherics
Spacing
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A. Visual A. Visual Merchandising: Merchandising:
FixturesFixturesWooden Racks & Slat-wall Displays
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Books & Magazine
Ranks
A. Visual A. Visual Merchandising: Merchandising:
FixturesFixtures
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A. Visual A. Visual Merchandising: Merchandising:
FixturesFixturesAquariu
m Fixtures
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For Decoration Purpose
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For Demonstration Purpose
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A. Visual Merchandising: A. Visual Merchandising: Presentation TechniquesPresentation Techniques
Idea-Orientated Presentatio
n
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B. AtmosphericsB. Atmospherics1. Lighting• Create a harmonious atmosphere, i.e. ‘emotional
attachment’• Highlight special items / displays, i.e. ‘popping the
merchandises’
2. Colour• Outside store: Cool colour (dark blue) with streams of
rainbow light • Inside store: Warm colour (light brown) with streams
of rainbow light
3. Music• Music of ocean, i.e. sound of dripping water, sound of
whales, etc.
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C. Spacing: Store C. Spacing: Store LayoutLayout
• Free-form layout / Boutique layout
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C. Spacing: Store C. Spacing: Store LayoutLayout
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C. Spacing: C. Spacing: Signage and Signage and
GraphicsGraphics
Aqua’s Home
Aqua’s Knowledge
Aqua’s Appliances
Aqua’s Fun
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C. Spacing: Allocation of C. Spacing: Allocation of Merchandise CategoriesMerchandise Categories
Aqua’s Knowledge
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Communication MixPublic Relations
Advertising Sales PromotionDirect Marketing
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A. Public A. Public RelationsRelations
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B. AdvertisingB. Advertising
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No No Frequent Frequent
Sales Sales PromotioPromotio
nn
C. Sales PromotionC. Sales Promotion
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D. Direct Marketing: D. Direct Marketing: Customer Retention Customer Retention
ProgramProgram
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Pricing Strategies
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Prices for Merchandise Prices for Merchandise in Key Categoriesin Key Categories
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Leader PricingLeader Pricing
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Competitor PricingCompetitor Pricing
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Growth Growth OpportunitiesOpportunities
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Growth Opportunities Market Attractiveness
Competitive Position
Market Penetration
Increase the size of the present store
High High
Increase the amount of merchandises in the stores
High High
Open additional kiosks with Ocean Park
High High
Market Expansion
Open stores outside Ocean Park
HighMedium
Retail Format Development
Through electronic channel to order tanks & equipment
HighMedium
Diversification
Open café aquarium targeting middle-class
Medium
Medium
Open home aquarium selling broader categories of fish, not only salt water fish
High Low
Manufacture and sell décor furniture
Low High
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Conclusion
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Free-standing
StoresCustomer Service
Merchandise
Assortment
PricingCommunication Mix
Store Display
And Design
Location
Strategy
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Location
Pricing
Communication Mix
Store Design
and Display
Customer Service
A Few Categories
Private Labels
Few Items in Each Category
Assortment Strategy
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Location
Communication Mix
Store Design
and Display
Customer Service
Merchandise Assortment
Modest with sales
Follow the leader
Pricing Strategy
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Communication Mix
Magazine, Internet Ads
Special Event
Store Design
And Display
Customer ServiceLocation
Merchandise Assortment
Pricing
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Store Design and Display
Free-form / Boutique Layout
Customer Service Location
Merchandise Assortments
PricingCommunication Mix
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Customer Service
Plenty Location
Merchandise Assortment
Pricing
Communication Mix
Store Design and Display
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The End
Q&A
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