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!
