Social Enterprise and Marketing ideas Exploring modern management marketing ideas with Social Enterprise operations Sharing session with Erwin Huang, 18 th Sept 09 CEO, TSL jewellery

Agenda (30+30) Social Enterprise/Entrepreneurship values Branding experience in TSL Cross Branding experience with Mobilelink Web as a Distribution network Marketing thru Youtube and Facebook (social networking)

Social Enterprise/Entrepreneurship values

Branding experience in TSL

Cross Branding experience with Mobilelink

Web as a Distribution network

Marketing thru Youtube and Facebook (social networking)

Social Entrepreneurship discussion A Enterprise with Social Mission A Social Entity that runs like a Enterprise Enterprise or Entrepreneurship? What is Entrepreneurship? Creativity and Risk taking A workable and sustainable business model Sustainability, and Scalability Focus on creating Customer Value

A Enterprise with Social Mission

A Social Entity that runs like a Enterprise

Enterprise or Entrepreneurship?

What is Entrepreneurship?

Creativity and Risk taking

A workable and sustainable business model

Sustainability, and Scalability

Focus on creating Customer Value

What is in a Brand? PC HP? Dell? Golden Center IBM? Lenovo? Apple Computer? Fast food: 茶餐廳 大快活 ? Mcdonald? 翠華餐廳 Sneakers: Nike? Vs Adidas?

PC

HP?

Dell?

Golden Center

IBM?

Lenovo?

Apple Computer?

Fast food:

茶餐廳

大快活 ?

Mcdonald?

翠華餐廳

Sneakers:

Nike? Vs Adidas?

Branding exercise tools Who is your target customer? What do they think you are? Vs what do you want them to think? What Value do you offer them? What is the difference vs others? differentiation How do you communicate those Values to them? e.g. SCHSA

Who is your target customer?

What do they think you are?

Vs what do you want them to think?

What Value do you offer them?

What is the difference vs others?

differentiation

How do you communicate those Values to them?

Repositioning Exercise at TSL What is TSL: 謝瑞麟 ? A person? Goldsmith? Diamond Specialist? Wedding Specialist? Luxury goods retailer? 1 st Generation HK Manufacturing Entrepreneur Modern Retailer for Chinese Low Cost High Value Skill and Knowhow in Production Design, Fashionable Branding Mass, Economy of Scale Targeted, Economy of Scope Vertically Integrated Manufacturer Quick Response Efficient Retailer Traditional Apprentices System Re-engineered Corp Governance Trusted Brand name Trusted Brand name Believe in Service, go the extra step Believe in Service, go the extra step Long term loyal customer Long term loyal customer Care and Love for the Customer Care and Love for the Customer

What is TSL: 謝瑞麟 ?

A person?

Goldsmith?

Diamond Specialist?

Wedding Specialist?

Luxury goods retailer?

Cross Branding Exercise Nike? Apple? Nike + Apple Customer value adding up 1+1=∞

Nike?

Apple?

Nike + Apple

Customer value adding up

1+1=∞

Cross Branding Exercise SCHSA? Safety Service Home Safety HKCSL? Mobile Top Service Shops Reliable Good Quality New Technology 1+1=∞

SCHSA?

Safety

Service

Home Safety

HKCSL?

Mobile

Top Service

Shops

Reliable

Good Quality

New Technology

1+1=∞

Distribution Network Virtual and Physical Service or Product

Virtual and Physical

Service or Product

窮富翁大作戰 Project Project objective Who is your customer? Normal channel Newspaper/magazine Preview Event Social Network Facebook Groups Youtube Blogger Community Uwants, HKGolden, BabyKingdom Demo Reaching your customer: thru Social Networking

窮富翁大作戰 Project

Project objective

Who is your customer?

Normal channel

Newspaper/magazine

Preview Event

Social Network

Facebook Groups

Youtube

Blogger Community

Uwants, HKGolden, BabyKingdom

Demo

Social Entrepreneurship/Enterprise Running a social entity professionally Branding = Value to customer Cross Branding 1+1=∞ New Distribution Network model Reaching out with Social Networks: Facebook + Youtube Summary

Social Entrepreneurship/Enterprise

Running a social entity professionally

Branding = Value to customer

Cross Branding

1+1=∞

New Distribution Network model

Reaching out with Social Networks:

Facebook + Youtube