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MARKETING
Company Information
Objectives:
                        To gain a profit growth of
                        13% per annum.

 Revenues   Expenses
Objectives:
 To increase Share of Heart by 5% per annum
Strength                              Weakness
 Steady supply of cocoa               Unrecognized    brand and
 Quality guaranteed                   image
 Variety of customers




Opportunity                           Threats              Uncertainty of
 Unique products                      Probability of      market reaction
    trendy and fusion products         price competition   to new product
    pioneer of the new market
 Agglomeration in Festival walk
    many brands sell chocolates in
      Cluster effect maximize
      potential customers
Target market



                                            Purchase for special         Purchase on
                                                 occasion                regular basis



         Explorer    Reformer   Succeeder        Struggler         Mainstreamer          Aspirer   Resigned



 High    Middle       Low
income   income     income
Product
 Core product:
    Flower chocolate
        Dark chocolate series
        Milk chocolate series
 Facilitating product
    Service for personalized flavor
Price
 Internal Factors
    Positioning
       High Quality  High Income
   Product-Quality Leadership
       excellent service and product . cover the cost.
   Cost
       High rent. Decoration + Flower
   Marketing Mix Strategies
       promotion and distribution. advertising costs.
Price
 External 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
Price
 Pricing Approach
    Prestige Pricing
        luxurious and elegant  High Price
        strength 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
Place
 refers to the
  distribution channel of
  our business concept.
Place
 Shops: located at Festival Walk
    middle income residential area
    gathers a group of our target customer
    enjoy economies of agglomeration
Place
 Office: located at Tsim Sha Tsui,
   highly accessible
   perform as the ‘central business district’ of Kowloon
   brain of a company: market research, negotiation with
    stakeholders & answer enquires
Place
 Internet:
    our most important distribution channel, not limit by
     geographical boundary
        company website
        online shopping system
        social networking sites
Promotion
 Online Advertisement
Promotion
 Mass Media




 Printed Advertisement
Promotion
 Public Relation
    Speed Dating event: A chocolate workshop




   Chocolate booth
Milestone                                               Advertisement
                                                        as promotion
                        5-months
                                                        continuously
                        Training



 Market research                        Workshop
 12/6 – 12/7




                   Official website
One-month                            Opening Ceremony
                   Facebook Fan Page
Recruitment        Online Ads
Brought to you by……
GROUP C
   CHEN NGAI LUNG Alan, 11041629D
   CHIANG LOK HANG Charles, 11202770D
   CHIU TSZ TING Raky, 11029114D
   IP KA HEI Aimen, 11117739D
   SIU PO CHEUNG Steven, 11150818D
 Thank you!

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  • 3. Objectives:  To gain a profit growth of 13% per annum. Revenues Expenses
  • 4. Objectives:  To increase Share of Heart by 5% per annum
  • 5. Strength Weakness  Steady supply of cocoa  Unrecognized brand and  Quality guaranteed image  Variety of customers Opportunity Threats  Uncertainty of  Unique products  Probability of market reaction  trendy and fusion products price competition to new product  pioneer of the new market  Agglomeration in Festival walk  many brands sell chocolates in Cluster effect maximize potential customers
  • 6. Target market Purchase for special Purchase on occasion regular basis Explorer Reformer Succeeder Struggler Mainstreamer Aspirer Resigned High Middle Low income income income
  • 7.
  • 8. Product  Core product:  Flower chocolate  Dark chocolate series  Milk chocolate series  Facilitating product  Service for personalized flavor
  • 9. Price  Internal Factors  Positioning  High Quality  High Income  Product-Quality Leadership  excellent service and product . cover the cost.  Cost  High rent. Decoration + Flower  Marketing Mix Strategies  promotion and distribution. advertising costs.
  • 10. Price  External 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
  • 11. Price  Pricing Approach  Prestige Pricing  luxurious and elegant  High Price  strength 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
  • 12. Place  refers to the distribution channel of our business concept.
  • 13. Place  Shops: located at Festival Walk  middle income residential area  gathers a group of our target customer  enjoy economies of agglomeration
  • 14. Place  Office: located at Tsim Sha Tsui,  highly accessible  perform as the ‘central business district’ of Kowloon  brain of a company: market research, negotiation with stakeholders & answer enquires
  • 15. Place  Internet:  our most important distribution channel, not limit by geographical boundary  company website  online shopping system  social networking sites
  • 17. Promotion  Mass Media  Printed Advertisement
  • 18. Promotion  Public Relation  Speed Dating event: A chocolate workshop  Chocolate booth
  • 19. Milestone Advertisement as promotion 5-months continuously Training Market research Workshop 12/6 – 12/7 Official website One-month Opening Ceremony Facebook Fan Page Recruitment Online Ads
  • 20. Brought to you by…… GROUP C  CHEN NGAI LUNG Alan, 11041629D  CHIANG LOK HANG Charles, 11202770D  CHIU TSZ TING Raky, 11029114D  IP KA HEI Aimen, 11117739D  SIU PO CHEUNG Steven, 11150818D  Thank you!