TUT1 Marketing htm2121 chocolatier

1. MARKETING PLAN
HONG-COLATE

2. PROJECT OBJECTIVE
 Background
 Going to operate a local chocolate shop
 Conduct a marketing plan for our business
 Objectives
 Analysis the external environment to find out opportunities and threats
 Conduct a potential customer analysis
 Propose a marketing mix ( 4P )
 Draw a appropriate marketing strategies with justification
The Taste of Original Hong Kong in Chocolate

3. BUSINESS CONCEPT
MISSION, FOCUS AND OBJECTIVES
 Mission
 Make every chocolate-lover addicted to our gorgeous products
 Create a precious moment for customers to spend with their love one
 Focus
 Provide the finest chocolate and a unique experience
 Corporate responsibilities
 Make profits
 Business Objectives
 Achieve break-even in 2 years
 Increase market share within 2 years
 Keep growth in sales volume 2-3%
 Retain 20% of customers
The Taste of Original Hong Kong in Chocolate

4. EXTERNAL ENVIRONMENT
MACRO AND MICRO ENVIRONMENTAL FORCES
 Demographic
 Both men and women like to eat chocolate
 Economic
 Middle class consumers in Hong Kong : purchasing power↑
→ willing to pay more for quality products↑
 Ecological
 Bad and hotter weather ↑
→ the supply and quality of cocoa bean ↓
The Taste of Original Hong Kong in Chocolate

5. EXTERNAL ENVIRONMENT
MACRO AND MICRO ENVIRONMENTAL FORCES
 Technology
 E-marketing: Facebook, Twitter or forums↑
 Group buying ↑
 Political-legal
 The political situations of cocoa beans exporting countries are unstable
→ affect the supply of cocoa bean↑ /↓
The Taste of Original Hong Kong in Chocolate

6. EXTERNAL ENVIRONMENT
MACRO AND MICRO ENVIRONMENTAL FORCES
Social-cultural
 Festival spending ↑
 Living standard and taste : spending on high quality product↑
 Prestige and recognition
→ Spending on more luxurious and well-packed gifts ↑
 Cultural fusion of East and West: Popularity↑
 Wedding spending ↑
→ Spending on buying personalized wedding gifts ↑
 Demand of cocoa bean increases ↑
→ Chocolate for wedding and corporation ↑
 Public
 Consumer awareness of Fair Trade in Hong Kong ↑
→Spending on the organic and fair trade products↑
The Taste of Original Hong Kong in Chocolate

7. EXTERNAL ENVIRONMENT
MICRO AND MACRO ENVIRONMENTAL FORCES
 Competitor analysis
Chocolatier Affection Company Limited
Strengths
 Reasonable price  Tailor-made and unique chocolate
 Match up healthy style trend  Variety of product line
 Well designed products packaging  Make use of technology
 Location advantage  Location advantage
weaknesses
X websites has been under construction X Lack of promotion
X Lack of corporate responsibility
The Taste of Original Hong Kong in Chocolate

8. EXTERNAL ENVIRONMENT
MACRO AND MICRO ENVIRONMENTAL FORCES
 Opportunities
For the target customer
 Both gender
 Middle class
For the product
 High quality and various chocolate
 Organic Fair Trade chocolate product line
 Festivals collections
 Tailor-made chocolate for wedding gift and corporations
 Add some Chinese elements on our chocolate
 It can be one of the gimmicks of our shop
The Taste of Original Hong Kong in Chocolate

9. EXTERNAL ENVIRONMENT
MACRO AND MICRO ENVIRONMENTAL FORCES
 Opportunities ( con’d )
For the packaging
 Offer more luxurious well-packed gifts
For the promotion
 E-marketing: Facebook, Twitter, Forums
 Group buying
The Taste of Original Hong Kong in Chocolate

10. EXTERNAL ENVIRONMENT
MACRO AND MICRO ENVIRONMENTAL FORCES
 Threats
 For the cost of raw materials
 Unstable political and natural factors
→ Unstable supply
→ Production cost may ↑
 Promoting fair trade and organic products
→relatively pay more to the cocoa farmers
→ Production cost↑
 Longer business operation history of our competitors
→ Restrict the market share and competitiveness
The Taste of Original Hong Kong in Chocolate

11. TARGET MARKET
RIGHT PRODUCT FOR OUR TARGET CUSTOMERS
 Need of the market
 Reduce anxiety and stress level
 Seeks for the feeling of pleasure
 To stay awake, and boost energy for work
 Present chocolate as an appreciation
The Taste of Original Hong Kong in Chocolate

12. TARGET MARKET
RIGHT PRODUCT FOR OUR TARGET CUSTOMERS
Young Professionals Wedding Couples Corporate Customers
University graduates females University graduates females University graduates who
and males between 23-38 in the and males between 23-38 in the belong to working class or
working class or middle class working class or middle class middle class and work at either
small-medium firms or medium-
large firms.
They are demanding towards Seek for products Attention on the packaging of
products and services diversification, excellent the products
services
Favor products comprised with Attention on the packaging of Specific request (e.g. company’s
East and West elements the products logo) on products
Read about others’ experiences Tend to visit diff. shops to Prefer all-in-one service
via Internet compare the price
Prefer all-in-one service
The Taste of Original Hong Kong in Chocolate

13. PRODUCT
THE CHINESE THEMED COLLECTION
The Chinese Themed Collection
 Different ingredients
White chocolate, milk chocolate, dark chocolate, chocolate with almond, milk
chocolate with Hazelnut, milk chocolate peanut etc
 Chinese characters
12 animals of the Chinese zodiac: Chinese Dragon and tiger
Other Chinese characters : money, beautiful
Messages in Chinese: ‘Happy Birthday’, ‘Thank you’ , ‘I’m sorry’
 3D designs
Chocolate dim sum: chocolate steamed prawn dumplings, chocolate Chinese
birthday buns
Chinese feature designs chocolate: a set of Chocolate Chinese chess, chocolate
Chinese Warriors, chocolate Chinese tea set
 Packaging
Chinese takeout boxes with traditional designs and small bamboo steamers
The Taste of Original Hong Kong in Chocolate

14. PRODUCT
OTHER COLLECTIONS
 Fair trade and organic collection
 Healthy chocolate bars
 Concerning of social responsibility
 Tailor Made collection
 For corporations and couples
 Personalized collection
 Festival collection
 For different festival
Eg: Chinese New Year
Chinese Dragon Boat Festival: chocolate dumpling
The Taste of Original Hong Kong in Chocolate

15. PRICE
ELASITICTY OF CUSTOMERS DEMAND
The Taste of Original Hong Kong in Chocolate

16. PRICE
ELASITICTY OF CUSTOMERS DEMAND
 Competitor-based pricing
 Set price based on our competitors
 Competitors successfully gain certain market share
 Price close to our competitors
→ Not to bear a risk of losing market share to competitors
 Quantity Pricing
 The most purchase, the more discount
 Encourage bulk purchase
→ boost the sales
The Taste of Original Hong Kong in Chocolate

17. PRICE
ELASITICTY OF CUSTOMERS DEMAND
 Pricing Stratygy
 Right price for Right customers
 Lower price for Chinese Themed Collection and Festival Collection
 Moderate price for Fair Trade and Organic Collection
Less than $10/pcs on average
 Higher price for Tailor-made product
High spending customer: wedding couples and corporate clients
High quality tailor-service
→most expensive item
The Taste of Original Hong Kong in Chocolate

18. PLACE
DISTRIBUTION CHANNALS
 The One (Tsim Sha Tsui)
 An upscale mall
 Nearby bridal and wedding shop
 High accessibility
 Central Business District
→attract young professional
The Taste of Original Hong Kong in Chocolate

19. PROMOTION
INFORMATIONAL SOURCE BASED CHANNAL
 Website
A Chinese atmosphere fulfilled website to develop a brand image
 Magazine
Build up customers’ confidence in product and arouse their desire
 Group Buying
50% discounted price for customers’ to establish brand recognition in short time
within a limited quota
 Social Network
Using Facebook and Pinterest to allow recommendation and exchange of
information to infiltrate the market
 Email
Mainly focus on target corporate customers through a well designed leaflet
The Taste of Original Hong Kong in Chocolate

20. MILESTONE
PLANNING FOR THE ENTIRE YEAR
Magazine
Review on magazine Review on
Festival promo
promo customer and
Review on Festival promo
E-brochure purchasing
promo Review on promo
Review on behavior
E-brochure
purchasing behavior E-brochure
April May June July Aug Sept Oct Nov December Jan Feb March
Festival promo
Review on promo Festival promo
Group buying E-brochure
Review on sales & Review on promo
accomplishment Review on
Festival promo
E-brochure purchasing
Review on promo
E-brochure behavior
Social network promo
Customer survey
The Taste of Original Hong Kong in Chocolate

21. PROMOTIONAL VIDEO
VIDEO DESCRIBING OUR BRAND IMAGE AND CONCEPT
http://www.youtube.com/watch?v=kIvTLI3QvCY
The Taste of Original Hong Kong in Chocolate