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Chan Koon Kiu, Kennis     11579948DCheung Wan Yin, Winnie    11557030DKong Ka Wai, Kerry        11514169DWong Hoi Ning, St...
Background                                            Opening hour: 8a.m. to 10p.m.                                       ...
Objectives1. To increased 40% sales volume whencompared to the first month within a year2. To gain customer’s share of min...
Positioning Strategy                       Positioning Perceptual MappingOrganic ingredients ->create a healthy image     ...
Products - Core products              Luxury dining               experience    Elegant               Sophisticatedinterio...
Facilitating products   Juice (4)                   Coffee (8)and Tea (4)           Others                                ...
Supporting products                                         Luxury and                      “Just baked         relaxingFr...
Place2/F, Harbour City,   Popular mall for  Tsim Sha Tsui      local and tourists                     Various Payment Offi...
Price           • Marketing objective           • high prices to cover higher quality and guest             service levels...
Pricing Strategy  Cost-based Pricing  The high-end or luxury brand items typically have a high markup.  (Alexis W. 2003-20...
Costs/(1-desired profit %) = Selling Price              Stewart John. Quick Printing (Jun 2007)            Selling price: ...
Promotion                  > Cooperate with Harbor CitySales promotion   > Offer Credit Card Discount                  > G...
Marketing Expense Forecast Items/Month Jan Feb March April May June July August Sep Oct                                   ...
Milestones
ControlPerspective             Possible way                            Desired outcome Customers’     Distribute questionn...
Contingency plan          Problem                    RemedyShortage of product       -Not relying on only one supplier    ...
ReferenceWong, J. (2010). The Opportunities for Hong Kong Organic Market Development.IFOAM2005 Submission for Platform Pre...
Hong Kong Consumers Undergoing Major Lifestyle and Attitude Changes Shaped by RapidDevelopment of Technology (2007). Retri...
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MKT

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  1. 1. Chan Koon Kiu, Kennis 11579948DCheung Wan Yin, Winnie 11557030DKong Ka Wai, Kerry 11514169DWong Hoi Ning, Stephain 11524532D
  2. 2. Background Opening hour: 8a.m. to 10p.m. Location : Harbor City Size: 900 sq.ftOperation of the 1) self-served in take-away bakery and bottledbakery: drinks 2) full-service in a café style.Target Customers -Mainland travelers -Business person -visitors of the shopping mall
  3. 3. Objectives1. To increased 40% sales volume whencompared to the first month within a year2. To gain customer’s share of mind by 25%within 12 months3. To acquire customer’s share of heart by 10%within 12 months4. To obtain 30% of customer retention within12 months especially for the Café area.
  4. 4. Positioning Strategy Positioning Perceptual MappingOrganic ingredients ->create a healthy image ->price relatively expensive lies in the middle ->build a deluxe image of the perceptual mapTake way service and dine in service
  5. 5. Products - Core products Luxury dining experience Elegant Sophisticatedinterior design atmosphere Relaxing and romantic environment
  6. 6. Facilitating products Juice (4) Coffee (8)and Tea (4) Others (Soft drinks & Water) Squeezed Orange ($25) Americano ($38) Coca Cola ($25) Squeezed Apple ($25) Caffé Latte ($38) Coke Zero ($25) Squeezed Cranberry ($30) Cappuccino ($40) Sprite ($25) Squeezed Grapefruit ($30) Expresso ($45) Chocolate ($35) Mocha ($40) Peppermint Chocolate ($35) Eagle Creek Mocha ($50) Evian ($18) Caramel ($35) Perrier (Unflavored) ($22) Lemon Tea ($25) Perrier (Lemon) ($22) *Organic Earl Grey ($35) Milk ($18) *Organic Spring Jasmine ($30) *Organic Peppermint ($30)
  7. 7. Supporting products Luxury and “Just baked relaxingFresh-squeezed dining juices products” experience Augmented products Interior design Semi-opened (white and silver Classic and soft kitchen color) music with the aroma
  8. 8. Place2/F, Harbour City, Popular mall for Tsim Sha Tsui local and tourists Various Payment Official website methods
  9. 9. Price • Marketing objective • high prices to cover higher quality and guest service levelsInternal • the price is above the average in the market butFactors little bit cheaper than hotel cake shop • Competition • The price range set by: agnès b. CAFÉ L.P.G food from $32 to $35 andExternal coffee from $28- $45Factors Starbuck food from $16-$38 and drinks from $16- $42
  10. 10. Pricing Strategy Cost-based Pricing The high-end or luxury brand items typically have a high markup. (Alexis W. 2003-2012) Mark up: 65% Mark up: 75% Mark up: 50%to cover the high rental cost and the cost of high quality product ingredient
  11. 11. Costs/(1-desired profit %) = Selling Price Stewart John. Quick Printing (Jun 2007) Selling price: Selling price: Selling price: $15 to $35 $40 to $70 $18 to $50 Psychological pricing factorSelling price can give a signal to customers that our product is high quality especially they do notfamiliar commencement of business
  12. 12. Promotion > Cooperate with Harbor CitySales promotion > Offer Credit Card Discount > Groupon strategy > Openrice > Facebook, TwitterSocial network >Celebrities ’Blog Magazine Catalogues
  13. 13. Marketing Expense Forecast Items/Month Jan Feb March April May June July August Sep Oct Nov DecMagazineAdvertising $2,500 $2,500Catalogues $4,430Groupon $4,000OpenriceAdvertising $4,000OpenriceDiscountCoupon $3,500 Sales Forecast (2013-2014)Items/Month Jan Feb Mar April May June July August Sep Oct Nov DecFood 185000 198875 208125 217375 231250 240500 265250 275300 249750 259000 268250 281500Drinks 44130 47439.75 49646.25 51852.75 55162.5 71711.25 64008.5 65201 59575.5 61782 63988.5 65310Service Charges 22913 24631.48 25777.13 26922.78 28641.25 31221.13 32925.85 34050.1 30932.55 32078.2 33223.85 34681Total Sales 252043 270946.2 283548.4 296150.5 315053.8 343432.4 362184.4 374551.1 340258.1 352860.2 365462.4 381491
  14. 14. Milestones
  15. 15. ControlPerspective Possible way Desired outcome Customers’ Distribute questionnaire in the Share of mind 25% and share of heart10% satisfaction harbor city and Royal Bakery café’s members To examine whether our product and service satisfy customers or notCustomers’ Membership database Increase the customers’ retentionretentionPromotional Change advertising frequently To refresh customers’ memorycontrolPricing Adjust the price by referencing Maintain profitabilitycontrol competitor and market environmentBudgetary review performance by To make consistency between prepared andControl referring to the budget actual income and expenditure Keep accurate income and expense record
  16. 16. Contingency plan Problem RemedyShortage of product -Not relying on only one supplier -Store some product for back upLabor absent -Part time staffTechnology lags -Experienced engineer stand by -Machine regular maintenance
  17. 17. ReferenceWong, J. (2010). The Opportunities for Hong Kong Organic Market Development.IFOAM2005 Submission for Platform Presentation, 1.The Global Market for Organic Food & Drink (2003). . Retrieved March 5, 2012 fromhttp://www.organicmonitor.com/700140.htmFood: Global Industry Guide, . Retrieved March 5, 2012 fromhttp://www.researchandmarkets.com/search.asp?q=food%20global%20indusHong Kong Organic Resource Certification Company Limit, . Retrieved March 5, 2012fromhttp://hkorc-cert.org/english/eapply.htmhttp://www.news.gov.hk/tc/categories/finance/html/2011/12/20111221_174049.lin.shtmlhttp://www.tradingeconomics.com/hong-kong/gdp-growthhttp://www.lohasclub.com.hk/
  18. 18. Hong Kong Consumers Undergoing Major Lifestyle and Attitude Changes Shaped by RapidDevelopment of Technology (2007). Retrieved March 18, 2012 fromhttp://www.hk.nielsen.com/news/20070628.shtmlUnderstanding Global Consumers’ Attitudes, Behaviors and Lifestyles to Profit from Current and FutureOpportunities in the Health and Wellness Space (2009). Retrieved March 18, 2012 fromhttp://datamonitor.comA Statistical Review of Hong Kong Tourism 2010 (2011). Retrieved March 18, 2012 fromhttp://partnernet.hktourismboard.com/pnweb/jsp/doc/listDoc.jsp?doc_id=138859&cat_id=3632&logs=yes&type=FREEGastro Primo (2009). Retrieved February 18, 2012 from http://gastroprimo.com/services.phpCopeland, C. (2007) Organic Food History and Current Trends. Retrieved March 21, 2012 fromhttp://ezinearticles.com/?Organic-Food-History-and-Current-Trends&id=989817Hector, V. (2003). Organic Food Encyclopedia of Food and Culture. Retrieved March 21, 2012 fromhttp://www.encyclopedia.com/topic/organic_food.aspxhttp://www.hadilworkshop.com/print05.htmlhttp://search.proquest.com.ezproxy.lb.polyu.edu.hk/docview/222775445?accountid=1621(PRICE)
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