HTM2121 SEM005 Group B Chocolatier (4)

Fantaisie au chocolat

Objectives Run a median-class chocolate shopEmphasize on providing high quality and

healthy organic chocolate to customers. Develop a new milestone of choco-

cosmetology.

Missionhttp://www.youtube.com/watch?v=m7Wt4kzexF8&feature=youtu.be

Opportunities Threats

• Not well developed organic chocolate market in Hong Kong

- Occupied a relatively high market share in local organic market

- Low competition of raw materials

• Traditions of eating chocolates during special festivals

- Valentine’s Day - Easter

• High purchasing power of target customer

• Strong desire of skincare products

• Development of technology and media

• Chocolates are not necessities

• Limited knowledge about organic chocolate of public

• The concept ‘chocolate is fat and unhealthy’ is deep-rooted in public’s mind

• Gradually increase of price of raw materials

• Insufficient supply of organic cocoa

• Old famous chocolate brands(Godiva, Lucullus, Leonidas, etc.) have share of mind when people talk about chocolate

Opportunities and Threats

Analyze of our target customers

The needs of our company serving

• Customers nowadays pay more attention to issue of health

Produce healthy and organic chocolate • Market of healthy and organic chocolate is not

well-developed and competitive in Hong Kong occupy large market share in the organic chocolate market

Our target customers

• Middle to upper class Females

• Aged 20-40• Interested in and willing

to spend on beauty and healthy product

• Upper to middle class households

• 1-2 children with their parents or single parent

• Interested in healthy and organic food

When, where, how and how often do our customers buy and why?

• High purchasing power interested in shopping on some mega shopping mall

• Majority of our target customers work on the Wan Chai and central• Go to our shop and purchase some products

after getting off their work

Where

• Walk in • Order chocolate via the phone, email or our official website• Pay by paypal, credit card or other e-payment methods

How

4 P

Products

Chocolates• Fresh and healthy• Handmade• Low saturated fat and low sugar• Raw materials from Europe and cocoa

from Ghana

Three types of packages: gifts, snacks and hampers

Special flavor: flower tea and swallow’s nest

Limited edition: Fresh Strawberries filled with dark chocolate butter cream

Types of chocolates

Chocolate masks

• two types of mask • beautiful skin: suitable for youngsters , it

incorporates milk chocolate, vitamin C and honey

• women wonder: suitable for women, it incorporates cranberry seed oil and black raspberry

• Masks are needed to purchase in two days advance

Workshopsprovision of high quality of chocolate melt, fruits and nuts, customers can enjoy the process of mixing the flavor

chocolates according to their preference.

The type of chocolates we teach will be matched with the seasons.

$120 per lesson

1 lesson per week.

Price

Chocolate treats-$12 for one piece of chocolate-$15 for special flavor of chocolates-Strawberry limited edition: $50 per packages

Chocolate small gift: $120A larger size of gift box: $240Hamper: $350

Chocolate mask:$200 per 2oog of mask

Price• A bit higher than the medium level

• Reasons behind such price setting -high production cost -high promotion cost -price represents our image -saturated market of luxurious chocolate*To gain a balance between these factors

Place

• Locates on 32 Lyndhurst Terrace, Central.

• Reasons of choosing this place• High number of our targeted customers• Near Lan Kwai Fong

Promotion• Purchase up to $100 chocolate masks

testers will be given• Develop VIP system• (a) enjoy a 10% off of all the products in our shop. (b) enjoy an extra 20% off discount during their birthday month (c) join our ‘Stamp collection scheme’

Promotion• Mega sale on two days before the expiry date

of the chocolate• -let our customers to enjoy a low-price chocolate -to sell all our stocks out.

Promotion• Give out chocolates to orphans in

Christmas ,Children’s Day and Easter

• To fulfill our social responsibility and to make them feel they are being loved

Sales forecast

At the beginning(Jan-Mar): low sales due to newly operationContinue to increase as it gains more recognitionDrop sharply on June : no festival workshops, no festival to boost the consumers’ demand

• Increase sharply on July: People have more spare time to join the workshop

• Continued to increase from Nov to Dec:• Dry weather increase the demand of mask and • The coming of Christmas increase the demand of chocolates