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PLANFOR

FLORIDOIN 2012

MARKETING

A

Company Information

Objectives:

1.5 yrs!Revenues

Expenses

To gain a profit growth of 13% per annum.

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

From nothing to something!

StrengthSteady supply of

cocoaQuality guaranteedVariety of customers

WeaknessUnrecognized brand

and image

OpportunityUnique products

trendy and fusion products pioneer of the new market

Agglomeration in Festival walk many brands sell

chocolates in Cluster effect maximize potential customers

Threats Probability of

price competition

Uncertainty of market reaction to new product

Customer AnalysisTarget 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

Product-Quality Leadership excellent service and product . cover the cost.

Cost High rent. Decoration + 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 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

Placerefers to the

distribution channel of our business concept.

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……

GROUP CCHEN NGAI LUNG Alan, 11041629DCHIANG LOK HANG Charles,

11202770DCHIU TSZ TING Raky, 11029114DIP KA HEI Aimen, 11117739DSIU PO CHEUNG Steven,

11150818DThank you!