Group C marketing plan

PLANFOR

FLORIDOIN 2012

MARKETING

A

Company Information

Mission“ to represent our honourable guest to deliver the most genuine blessing to their loves with a box of finest chocolate.”

- FLORIDO 2012

Objectives:

1.5 yrs!

Revenues Expenses

To gain a profit growth of per annum.

13%

Objectives:

Objectives:To increase Share of Heart by 5% per annum

From nothing to something!

SWOT Analysis

StrengthSteady supply of cocoaQuality guaranteedVariety of customers

WeaknessUnrecognized brand and image

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

ThreatsProbability of price

competitionUncertainty of

market reaction to new product

Customer Analysis

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

4P Marketing Strategies

ProductCore product:

Flower chocolate Dark chocolate series Milk chocolate series

Facilitating productService for personalized flavor

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.

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

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

Placerefers to the

distribution channel of our business concept.

SHOP

OFFICE

INTERNET

PlaceShops: located at Festival Walk

middle income residential areagathers a group of our target customerenjoy economies of agglomeration

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

PlaceInternet:

our most important distribution channel, not limit by geographical boundary company website online shopping system social networking sites

PromotionOnline Advertisement

PromotionMass Media

Printed Advertisement

PromotionPublic Relation

Speed Dating event: A chocolate workshop

Chocolate booth

Milestone

Official websiteFacebook Fan PageOnline Ads

5-monthsTraining

Opening Ceremony

Market research12/6 – 12/7

Workshop

One-monthRecruitment

Advertisement as promotion continuously

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!