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Choc.Fact Presentation

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Marketing Communications course Final Project, 2010

Marketing Communications course Final Project, 2010

Published in: Technology, Business

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Transcript

  • 1. Kanya Leenutapong 5045304728 Narissara Chiraguna 5045324228 Pantipa Prangsitong 5045342528
  • 2.  
  • 3. CHOCOLATE FACT. Chiang Mai Pattaya Central World
  • 4. SWOT Analysis STRENGTH: Unique focus on ONE product OPPORTUNITY: Genius Planet Zone WEAKNESS: Location THREAT: Competition and Health Concerns
  • 5. Target Profile Nong Annie and Danny Parents of Nong Nong’
  • 6. Perceptual Map Present Future
  • 7. Did You Know…it’s the CHOCOLATE FACT .
  • 8. Objectives
    • Establish a strong brand position and credibility within 1 year
    • Build awareness by 80 percent within 6 months
    • Increase sales by 50 percent within 6 months
  • 9. Concept
    • Highlight benefits of eating chocolate
    • Use fun, exciting, friendly approach
    • Chocolate in the science laboratory!
      • Unexpected contrast
      • Grab attention
      • Genius Planet and lenience towards education
      • Children’s curiosity and learning developments
      • Imagination and creativity
  • 10. Logo and Mascot
  • 11. Consumer Activation Event
  • 12. Consistent Touch Points
  • 13.  
  • 14.  
  • 15. Menu
  • 16.  
  • 17. Marketing Communication Tools
    • Media Kit
    • Café website improvements
    • Online (facebook, kapook, pantip)
    • YouTube videos of Dr. Choco Facto’s experiments
    • Print advertisement
  • 18. Print Advertisement
  • 19. More campaigns
    • Did You Know…my family bakes CHOCOLATE goodies?
    • Did You Know..Chocolate Cheers You Up?
    • Dr. Choco Facto comics
  • 20. Loyalty Program
    • Cup Deposit program
      • Did you know…there’s always a place for you at Chocolate Fact.
    • Membership program
      • Save up for prizes
  • 21. Execution Timeline
  • 22.  
  • 23. Evaluation
    • Quantitative measurements
      • Sales
      • Returned coupons
      • Submissions in contests
      • Sign ups in loyalty programs
      • Media articles
    • Qualitative measurements
      • Media content analysis
      • Survey
  • 24. Did you know… we really appreciate your attention… THANK YOU!!