Your SlideShare is downloading. ×
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Chocolate Factory
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Chocolate Factory

1,420

Published on

In the course, Principles of Marketing Communication, I was equipped with marketing communication skills necessary for today’s global marketplace. Market and product consumption trends will be …

In the course, Principles of Marketing Communication, I was equipped with marketing communication skills necessary for today’s global marketplace. Market and product consumption trends will be explored as well as principles and methods used by global marketers to promote their brands.

As one of the assignments for this course, I were ask to do a marketing communication plan for Chocolate Factory brand, a chocolate cafe. After analyze the situation of the café, my group and I came up with objectives: to increase awareness among chocolate lover and to build loyal customer base. We also have to come up with the message and channel for the communication as well.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,420
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
68
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. 
 
 Chocolate
Factory
 Marketing
Communication
Plan
 
 
 
 By
 Vinita
Kasemsupapun


504
53643
28
 Sarintorn
Puangyoykaew


504
54666
28
 Orakarn
Chantaramungkorn


504
53769
28
 
 
 
 
 
 
 
 

 1

  • 2. 
 SITUATION
ANALYSIS
 
[Market
Analysis]

The
level
of
chocolate
consumption
in
Thailand
is
considered
as
relatively
low
when
compared
to
other
foreign
countries,
especially
those
in
Europe
region.
Although
the
chocolate
consumption
rate
in
Thailand
has
gradually
increased
from
0.144
kilogram
per
year
per
person
in
1997
to
0.26
kilogram
per
year
per
person
in
2007,
countries
in
the
Europe
region
have
the
chocolate
consumption
rate
as
high
as
11
kilogram
per
year
per
person.
While
country
in
Asia
like
Japan
has
the
consumption
rate
of
2.2
kilogram
per
year
per
person.
Therefore,
the
chocolate
market
in
Thailand
still
sees
a
lot
of
potential
market
channels
that
can
lead
to
overall
market
expansion.

Nonetheless,
when
it
comes
to
chocolate,
Thailand
has
limited
production
feasibility
namely
low
quality
and
quantity
of
cocoa
that
can
be
produced
domestically,
together
with
lack
of
expertise
in
chocolate
production.
As
a
result,
most
of
the
chocolate
products
in
Thai
market,
such
as
Coin
Chocolate
and
Ball
Chocolate,
are
considered
as
chocolate
flavored
sweets
that
contain
less
than
20
percent
of
cocoa.
The
market,
therefore,
largely
depends
on
imported
chocolate
products,
especially
high
quality
premium
chocolate
which
contain
high
percentage
of
cocoa.
These
include
the
different
varieties
of
forms
of
dark
chocolate
such
as
bars
or
truffles
with
or
without
fillings.

Although
there
is
an
increase
in
chocolate
import,
the
percentage
growth
rate
is
slowing
down.
One
of
the
reasons
can
be
contributed
to
the
reduced
purchasing
power
due
to
global
economic
recession.
Thus,
consumers
change
their
consumption
behavior
by
cutting
cost
on
products
that
are
not
necessary,
especially
on
luxurious
products
including
chocolate.
Chocolate
is
largely
perceived
as
unhealthy
and
expensive
sweet;
thus,
it
is
likely
that
it
will
be
considered
as
the
first
few
groups
of
products
that
consumers
will
reduce
or
stop
their
purchase
and
attracting
new
customers
is
also
not
likely.
Kasikorn
Research
Center
predicted
that
chocolate
consumption
in
Thailand
would
be
reduced
from
0.26
kilogram
per
year
per
person
in
2007
to
0.18
kilogram
per
year
per
person
in
2008.
Furthermore,
the
effects
of
the
past
year’s
breaking
news
about
melamine
contamination
in
dairy
products
may
linger
in
chocolate
market.

On
the
other
hand,
what
may
help
rebuttal
the
downturn
in
the
Thai
chocolate
consumption
is
to
gradually
spread
the
knowledge
of
benefits
of
chocolate
found
in
many
researches,
together
with
health
trend
in
Thailand.
It
is
confirmed
that
anti‐oxidant
agent
in
chocolate
reduces
the
risk
of
heart

 2

  • 3. diseases.
Moreover,
the
fat
in
chocolate
helps
reduce
the
forming
of
plaque
in
the
teeth.
To
follow
this
health‐awareness
trend,
many
productions
have
turned
into
low
fat
chocolate
products,
offering
chocolate
lovers
more
alternatives
and
incentives
to
consume.
As
a
result,
the
percentage
growth
rate
in
the
chocolate
market
as
well
as
the
consumption
rate
of
chocolate
will
likely
to
grow
quickly.

Consequently,
this
shows
that
there
are
still
a
high
level
of
market
opportunity
for
Chocolate
Factory
in
the
chocolate
market,
due
to
the
upcoming
health
trend
and
demands
for
high
quality
chocolate
menus.


 3

  • 4. Coffee
shop/Café
market
trend

 ‐ rapid
growth
of
the
both
coffee
market

 ‐ rapid
growth
of
coffee
shops/cafés
market
 o largely
depend
on
big
foreign
franchise
like
Starbucks
 o increasing
awareness
in
Thai
brands
 ‐ fiercer
competitions

need
for
effective
marketing
programs
 ‐ low
consumption
rate,
leaving
plenty
of
room
to
expand
the
market
 ‐ more
widespread
coffee‐drinking
habit
of
Thai
consumers
 ‐ more
demand
for
coffee
shop/café
experience,
not
just
coffee
itself

Premium
coffee
shop/café
is
considered
by
investors
and
consumers
as
one
of
the
rising
stars
in
the
market
because
of
the
increasing
market
growth
and
widespread
coffee‐drinking
habit
of
Thai
consumers.
More
and
more
groups
of
people
turn
to
coffee
shop/café.
Thai
coffee
drinkers
are
willing
to
pay
more
for
quality
coffee
and
comfortable
environment.


Thai
consumers
respond
well
to
the
change.
They
turn
their
back
on
instant
once‐popular
coffee
and
get
straight
into
the
shops
where
they
offer
freshly
made
coffee
as
well
as
convenience
and
pleasing
decorations
for
more
enjoyable
drinking
experience.

Despite
the
growing
coffee‐drinking
trend,
Kasikorn
Research
Center
found
that
Thai
consumers
still
have
low
rate
of
consumption
which
is
200
cups
per
person
per
year,
compared
to
Japanese
(500
cups
per
person
per
year)
and
American
(700
cups
per
person
per
year).
Thus,
this
void
in
the
market
has
drawn
large
number
of
both
foreign
and
domestic
investors
into
the
coffee
shop/café
market.
Although
the
large
picture
of
the
competitions
in
this
segment
seems
fierce,
each
coffee
shop/café
has
their
own
positioning
that
attracts
different
groups
of
customers.
However,
it
is
inevitable
that
the
market
is
getting
more
competitive.

During
the
past
three
or
four
years,
premium
coffee
shop/café
market
growth
has
been
astonishing.
Big
foreign
franchises
from
foreign
countries,
mainly
Starbucks,
largely
play
the
part
in
stimulating
the
growth
in
the
market.
Thai
coffee
shops/café
brands
also
established
itself
successfully
and
are
growing
rapidly.


Furthermore,
the
overall
coffee
market
is
gradually
growing.
According
to
Kasikorn
Research
Center,
coffee‐related
product
market
in
2005
was
worth
21,000
million
baht,
skyrocketing
for
more
than
100
percent
from
the
value
in
2002.
This
number
can
be
divided
into
(1)
instant
coffee
9,300
million
baht,
(2)

 4

  • 5. canned
coffee
7,000
million
baht,
and
(3)
premium
coffee
shops/cafés
4,700
million
baht.

The
main
growth
of
the
number
may
be
contributed
to
premium
coffee
shops/cafés
of
which
sales
have
increased
at
least
500
million
baht
per
year;
from
3,000
million
baht
in
2002
to
3,500
million
baht
in
2003,
and
from
4,000
million
baht
in
2004
to
4,700
million
baht
in
2005.

The
popularity
in
premium
coffee
shops/cafés
yield
more
competitions,
especially
those
in
department
stores,
hypermarkets
and
discount
stores.
Each
looks
for
the
‘golden
location’
making
the
cost
of
business
expansion
increased.
Therefore,
the
market
expands
to
other
locations
such
as
gas
stations,
cinemas,
sky
train
stations,
exhibitions,
book
stores,
hospitals,
fitness
centers,
and
airports
as
well.


Experts
in
coffee
shop/café
business
believe
the
market
value
will
exceed
7,000
million
baht
within
five
years.

Because
of
the
extremely
high
potential
in
the
growth
of
the
Cafe
market
trend,
this
gives
Chocolate
Factory
a
great
opportunity
to
establish
itself
in
the
market
as
one
of
the
popular
premium
shops/cafes
that
provide
high
quality
product
as
well
as
experience
for
the
customers.



 5

  • 6. [SWOT
Analysis]

Strengths
 • Use
high‐quality
chocolate
in
all
of
the
chocolate
menus
 • Various
types
of
menus
to
choose
from‐
few
of
the
menus
are
very
 interesting
and
unique
eg.
Mango
Chocolate
Frappe
 • Catchy
slogan‐
Live
Life
Chocolately
 • Clean
 • Friendly
and
helpful
staffs
 • The
shop
was
easy
to
access
as
it’s
surrounded
by
escalators
Weaknesses
 • Not
very
well
known‐
still
new
to
the
market
 • Small
shop
space,
therefore
can
only
serve
a
limited
capacity
of
 customers
 • Confusing
logo
 • Inconsistent
shop
theme
 • Location
 o Can
be
very
noisy
at
times
as
the
shop
is
located
next
to
a
 children’s
playground
 o Traffic
is
very
low
 o Hard
to
find
 o Does
not
attract
current
target
audience

 • Menu
 o The
names
are
very
boring
and
not
unique
 o Some
of
the
menus
are
exactly
the
same
but
just
with
different
 names
eg.
Banana
Split
Choco
and
Chocolate
Frappe
Banana
 o The
bakery
menus
are
very
ordinary
 o Some
of
the
products
may
not
suit
the
right
taste
for
Thai
 customers
 o The
current
prices
of
the
products
can
be
considered
as
 expensive
Opportunities
 • Increase
in
the
gourmet
chocolate
trend
due
to
concerns
for
health
and
 wellness
among
consumers
 • The
market
is
still
on
the
open.
The
amount
of
direct
competitor
is
still
 relatively
low
 • Thai
people
like
to
spend
their
day
in
the
mall
where
it’s
cooler
and
 more
relaxing.
 • Central
World
is
located
in
the
center
of
Bangkok
and
can
be
easily
 accessed
by
various
types
of
transportations
such
as
the
BTS
Sky
Train,
 buses,
tuktuks,
and
taxis.
It
also
offers
over
7000
parking
spaces.
 • Central
World
attract
150,000
customers
per
day

 6

  • 7. • Central
World
always
holds
events
for
many
companies
on
daily
basis.
 Participants
from
these
events
can
wait
and
hang
out
at
our
store
 • There
are
no
direct
competitors
located
in
Central
World

 • Thai
and
Australia
FTA
reduces
the
price
of
import
Australian
milk
 which
can
be
used
as
ingredients
 • Currency
appreciation
Threats
 • Because
there
are
other
forms
of
chocolate
available
for
consumers
to
 purchase
easily
and
conveniently
(eg.
in
supermarket
and
seven‐ eleven),
consumers
may
choose
to
buy
cheaper
alternative
of
 chocolate
bars
or
chocolate
drinks
instead

 • Most
Thai
people
still
view
chocolate
as
an
unhealthy
indulgent

 • Rapid
increase
in
the
amount
of
third
place
Café’s,
bakery
shops,
and
 Coffee
shop
franchises
 • The
popularity
in
premium
coffee
shops/cafés
yield
more
competitions,
 especially
those
in
department
stores,
hypermarkets
and
discount
 stores.
Each
looks
for
the
‘golden
location’
making
the
cost
of
business
 expansion
increased
 • Consumers’
positive
view
on
other
famous
coffee
shop
brands
such
as
 Starbucks
and
True
Coffee,
our
secondary
competitors,
as
a
safe
and
 quiet
place
to
work
or
hang
out
 • Political
tension
between
the
government
and
the
red‐shirt
protestors
 • Increasing
oil
price
can
escalate
shipping
and
delivering
costs
 • Thai
and
Australia
FTA
reduces
the
price
of
import
Australian
milk
 which
can
encourage
chocolate
bars
manufacturers
to
mass
produce
 • Economical
recession

These
strengths
will
be
emphasized
throughout
our
market
communication
program
in
order
to
make
Chocolate
Factory
stand
out
from
the
competitors.
However,
we
need
to
focus
only
on
the
strengths
that
are
marketable
and
will
benefit
Chocolate
Factory
the
most.
We,
therefore,
chose
to
emphasize
one
the
slogan‐
Live
Life
Chocolately‐and
develop
it
as
our
main
concept.
We
also
emphasize
on
the
strength
of
Chocolate
Factory
using
high‐quality
chocolate
in
all
of
its
chocolate
menus.
Other
strengths
are
encouraged
to
be
preserved
and
carry
on
at
the
same
or
higher
standard.
Although
there
are
few
strengths
in
the
Chocolate
Factory
brand,
there
are
still
also
quite
a
lot
of
weaknesses
in
the
brand
that
need
to
be
improved.
We
need
to
prioritize
all
the
weaknesses
in
accord
to
their
importance.
Although
the
biggest
weakness
of
the
Chocolate
Factory
shop
is
its
location
and
the
size
of
the
shop,
it
would
be
difficult
to
change
the
location
and
the
size
of
the
shop
in

 7

  • 8. real
life
as
it
would
cost
the
brand
a
lot
of
money.
Therefore,
weve
decided
for
Chocolate
Factory
to
stay
at
the
same
location
and
size
and
focus
on
other
weaknesses
instead.
We
decided
to
eliminate
the
confusing
logo
and
use
the
simple
text
of
the
brand
name
instead.
This
is
to
aid
consumers
to
remember
the
brand
more
easily
and
not
to
be
confused
by
multiple
logos.
Weve
also
chose
to
tackle
some
of
the
weaknesses
of
the
menus.
In
our
marketing
communication
plan,
weve
also
took
the
advantage
of
some
of
the
opportunities
available
for
the
brand.
Because
of
the
increase
in
the
gourmet
chocolate
trend
due
to
concerns
for
health
and
wellness
among
consumers,
we
will
emphasize
on
our
strengths
of
using
high
quality
chocolate
in
our
communication
plan
to
attract
consumers
who
follows
the
trend.
Moreover,
because
the
market
is
still
on
the
open,
we
are
able
to
gain
market
share
more
easily
due
to
relatively
low
quantity
of
competition.
And
because
there
are
no
direct
competitors
located
in
Central
World,
we
will
use
our
marketing
communication
plan
to
mark
our
place
as
THE
gourmet
chocolate
cafe
in
Central
World.
Although
most
of
the
threats
are
from
external
influences
and
are
out
of
our
control,
one
of
the
threats
that
we
can
try
to
tackle
is
the
threat
of
Thai
peoples
views
on
chocolate
as
an
unhealthy
indulgent.
Again,
we
can
emphasize
on
the
use
of
high
quality
of
chocolate
in
all
of
the
menus,
as
well
as
the
benefits
of
consuming
chocolate,
throughout
our
marketing
communication
plan.






 8

  • 9. [Competitor
Analysis]

Direct
competitors

Chocolate
Cafés


These
chocolate
cafés,
although
they
have
their
own
unique
selling
points,
have
the
similar
target
group
as
that
of
Chocolate
Fact.
They
are
located
at
the
heart
of
Bangkok
and
boast
the
quality
of
their
various
chocolate
menus.

 1. Summer
Chocolate
House
@
Soi
Promsri,
Sukhumvit
49

 a. A
chocolate
bakery
owned
by
Pol
Tantasathien,
a
famous
Thai
 actor
 i. Get
a
lot
of
coverage
from
different
media
 b. Naughty
names
that
catch
attention
and
get
viral
 i. BTS
(Better
Than
Sex)
–
baked
chocolate
cake
with
pastry
 cream
and
whipped
cream
 ii. Cup
C
–
baked
chocolate
cake
in
bowl
with
ice
cream

 c. All‐in‐one
eatery
which
may
enhance
customers’
experiences
 i. Spring
Dining
Room
 ii. Summer
Chocolate
House
 iii. Winter
Bar

 2. Numero
Uno
Café
@
Bangkok
Marriott
Resort
&
Spa


 a. Various
choices
for
customers
 i. 300+
types
of
handmade
chocolate
 ii. 
Focus
on
but
not
limited
to
chocolate
products
which
can
 attract
more
customers
and
their
companies
 b. Seasonal
products
 i. Valentine’s
Day
 ii. Thanksgiving
 iii. Mid‐Autumn
Moon
festival
 c. 3
Gold
Medals
in
chocolate
making
 d. Marriott
brand

 i. guaranteeing
quality
and
gaining
customer’s
trust
 ii. frequent
joint
promotions
under
Marriott

 3. Cherubin
Chocolate
Café
@
Sukhumvit
31

 a. Teddy
bears
as
the
café’s
unique
selling
points
 i. Give
warm
and
cozy
feeling
and
image
 b. Kid’s
zone
with
children
books

 9

  • 10. c. Located
only
100m
from
Prompong
BTS
station
 d. Frequent
promotions,
in‐store
and
online
 e. Large
customer
base
 i. used
to
be
‘made‐to‐order’
chocolate
specialized
bakery
 ii. gained
reputation
and
recognition

 4. Kakao
Café
@
Sukhumvit
24
 a. Space
available
for
rent
 i. Draw
people
including
media
into
the
shop
 b. Informative
and
interactive
website
 i. Product
collections
with
details
 ii. Ability
to
order
chocolate
online
 iii. Past
and
coming
events
 iv. Contact
information
 c. Promotions
focused
on
“limited
edition”
chocolate
 i. 99
limited
edition
chocolate
created
by
HRH
Princess
 Siribha
Chudabhorn
for
auction
 ii. 99
limited
edition
“The
Sweet
Zodiac”
 d. New
menu
as
free
complimentary
for
dine‐in
 i. Positive
experience


Secondary
competitors

Third‐place
Cafés
and
Bakeries
Cafés
and
bakeries
mushroom
in
Bangkok
area.
They
offer
customers
similar
menu
to
that
of
Chocolate
Fact
but
they
are
not
limited
to
chocolate.
The
following
are
some
of
the
well‐known
cafés
and
bakeries
that
have
become
third
places
for
Bangkokians.

 1. Starbucks
Coffee
 2. True
Café

 3. The
Oriental
Shop
 4. Vanilla
Brasserie


Chocolate
Specialized
Shops
Chocolate
specialized
shop
market
is
highly
competitive.
Most
of
them
are
located
in
department
stores
in
Siam
area
of
which
90
percent
sells
chocolate
truffles.
Price
and
menu
are
very
similar
and
therefore
attract
the
same
rup
of
customers.

 1. Le
Gourmet
@
G
Floor,
Siam
Paragon

 10

  • 11. 2. Jim
Thompson
Chocolate
@
Saladaeng
Café
(Saladaeng
Soi
1)
and
Café
 9
(Surawong)
 3. Belgio
@
Siam
Bypass,
Siam
Square
 4. Royce
@
Emporium
 5. Visage
Chocolate
@
G
Floor
Siam
Paragon
 6. Mrs.
Flower
Chocolate
@
Central
Chidlom,
Central
World,
Siam
 Paragon,
The
Mall
Ngamwongwan
 7. Chocolate
Buffet
@
Sukhothai
Hotel


Mass
Products
at
Supermarket
Competitors
in
this
market
come
in
different
qualities
and
prices.
Although
the
brands
who
share
the
same
target
audience
with
Chocolate
Fact
may
lend
toward
higher
end
ones,
consumers
who
are
price‐sensitive
may
turn
to
other
less
expensive
brands
as
their
alternatives.
Its
widespread
availability
is
also
a
threat
to
chocolate
cafés
like
Chocolate
Fact.

 1. Lindt
 2. Godiva
 3. Neuhaus
 4. Van
Houten
 5. Ferro
Rocher
 6. Hershey’s
 7. Tobberone
 8. Ritter
Sport
 9. Cadbury
 10. Meiji

Since
our
competitors
come
in
many
facets
and
are
relatively
strong
in
their
positionings,
it
is
important
for
Chocolate
Fact
to
have
a
solid
concept
to
be
able
to
compete
with
them.
The
concept
must
be
unique
and
consistently
linked
throughout
the
IMC
plan
in
order
for
Chocolate
Fact
to
forcefully
standout
from
its
competitors.
Although
Chocolate
Fact
does
not
face
any
direct
competition
in
Centralworld,
it
does
need
to
be
aware
of
its
secondary
competitors
such
as
Third‐place
Cafés
and
Bakeries
and
try
to
take
advantage
of
being
the
only
chocolate
café
in
Centralworld.

 11

  • 12. OBJECTIVES

Objectives
of
the
whole
marketing
communication
plan
are
as
followed;

 (1) to
increase
awareness
among
chocolate
lovers
 • number
of
fans
in
Facebook

1,000+
 • number
of
people
who
play
quizzes
in
Facebook

500+
 • number
of
views
of
the
drama
series
in
Youtube,
Chocolate
Fact
 website,
and
Facebook

3,000+
 • number
of
people
who
shares
the
drama
series
with
their
friends

 500
 • number
of
visitors
of
the
web

3,000+
 • number
of
time
visitors
spent
on
the
web

3
 • number
of
people
participating
in
“Pass
the
Sweet
Moment
Forward”
 campaign

700
 • number
of
invitations
sent
during
the
“Pass
the
Sweet
Moment
 Forward”
campaign

300
 • number
of
people
joining
the
Choco
Life
Café
through
the
“Pass
the
 Sweet
Moment
Forward”
campaign

100

 (2) to
build
loyal
customer
base
 • number
of
registrations
of
the
Choco
Life
Café
community

1,000
 • number
of
subscriptions
of
the
membership
card

400

 (3) others
 • number
of
media
coverage
and
its
values

at
least
3X
 • content
analysis

favorable

 • number
of
participants
showing
on
the
launch
event
day

100
 • sales

increased
by
30%




 12

  • 13. 
TARGET
AUDIENCE
ANALYSIS
 
Attributes
 • Age:
18
–
35
(Young
adults
and
first
jobbers)
 • Gender:
Female
65%,
Male
35%
 • Highly
social
–
like
to
hang
out
with
friends
 • Middle
to
upper
socioeconomic
class,
university
graduates
 • Urban
 • 
Opinion
leader
among
social
groups

Insights
Buying
preferences
 • driven
by
quality,
flavor
and
personal
preference

Decision‐making
process
 • not
price
sensitive
–
looking
for
value
and
personal
satisfaction
 • emotional
decisions
over
logical
decisions

Influencers
 • Friends
and
peers
 • Media
including
Internet
 o Eating
programs
and
publications

viral
 • Bloggers

event
for
bloggers
to
visit
the
shop


Motivation
 • Self‐indulgence
 • Pleasure
 • Personal
health
 • Quality
that
reflects
sense
of
self‐worth
 • Impressing
others

Values
 • Outgoing
 • Easygoing
 • Friendly

Behaviors
 • very
socially‐oriented
 • open
to
new
things
 • seek
new
and
stimulating
experiences
 • want
more
than
just
a
product


 13

  • 14. This
target
group
is
easier
to
reach
than
parents
who
wait
for
their
children’s
class.
They
like
to
socialize,
go
to
department
stores
and
try
new
things.
However,
the
main
weakness
of
Chocolate
Fact
is
the
location
itself,
where
this
target
group
does
not
normally
hangout.
Therefore,
rather
than
directing
our
campaign
towards
the
parents
who,
according
to
our
research,
do
not
consume
chocolate
and
tend
to
have
less
brand
loyalty,
we
decided
that
our
campaign
aims
at
building
brand
awareness
and
brand
loyalty
of
the
young
as
a
‘pull’
strategy
to
draw
them
in
the
shop.

The
target
group
spends
much
of
their
time
in
front
of
computers;
whether
it
be
university
students
who
are
addicted
to
social
networking
or
office
workers
who
have
their
own
personal
computers
at
work.
Thus,
this
group
is
easy
to
reach,
communicate,
engage
and
interact
with,
in
addition
to
the
fact
that
this
group
is
more
likely
to
be
open
to
new
things
in
life.


Even
though
parents
are
currently
number
one
in
terms
of
number
of
customers
of
the
shop,
we
believe
that
they
are
not
suitable
for
our
target
group
for
following
reasons.
First,
most
of
them
are
more
appropriately
described
as
passer‐bys,
not
loyal
customers.
They
choose
wherever
that
is
convenient
to
wait
for
their
children
and
do
not
acknowledge
the
brand.
Second,
most
of
them
prefer
coffee
over
chocolate.
Despite
the
effort
to
communicate
the
benefits
in
various
media
and
even
in
the
Chocolate
Fact,
they
think
of
chocolate
as
a
type
of
sweet
that
children
like
to



eat
and
believe
that
chocolate
is
not
good
for
their
health
such
as
a
cause
of
obesity.
Third,
this
group
is
hard
to
communicate
with.
They
are
not
accustomed
to
new
media
such
as
the
Internet
or
SMS,
but
to
more
traditional
media
channels
such
as
TV,
radio,
or
magazines
which
require
a
lot
of
money.
Furthermore,
they
are
conservative
and
tend
not
to
be
open
to
new
things.

[Target
audience
description]
Meowly
is
a
third
year
student
at
Communication
Arts,
Chululongkorn
University.
Her
monthly
allowance
is
approximately
15,000
baht
that
she
spent
largely
on
eating
and
shopping
while
hanging
out
with
friends.
She
can
ask
her
mom
for
additional
money
so,
generally,
Meowly
buys
anything
she
wants.
She
likes
to
visit
Siam
area
with
friends
after
classes
to
shop,
dine,
watch
movies
and
do
homework
in
coffee
shops
because
it
is
near
her
school.
It
is
easy
to
travel
to
since
she
relies
on
mass
transportation
such
as
BTS
and
MRT
to
go
back
and
forth.
Meowly
is
highly
social
so
a
tool
that
she
cannot
live
without
is
her
Blackberry
where
she
chats,
tweets,
updates
Facebook
status
and
comments
on
other’s
status.
She
updates
herself
frequently
and
likes
to
go
with
the
flow
–
what’s
in
and
what’s
out
by
reading
magazines
during
class.
Now
the
Korean
pop
idol
is
the
mega
hit
in
Thailand.
She
doesn’t

 14

  • 15. want
to
be
left
out
so
she
watches
youtube
everyday.
But
sometimes
she
wants
to
be
a
trendsetter
herself.
She
seeks
something
new
and
interesting
to
share
with
her
beloved
friends.


Ice
is
a
27‐year‐old
creative
at
Ogilvy
Mather
where
she
has
worked
for
two
years
right
after
her
graduation
in
England.
Her
monthly
income
is
approximately
32,000
baht
and
has
no
plan
to
commit
to
any
large
purchase
soon,
so
she
spends
her
money
freely.
She
goes
back
and
forth
to
workplace
by
her
blue
Yaris
that
her
parents
bought
for
her
for
a
graduation.
Creative
is
a
tough
job
that
keeps
her
working
in
front
of
the
department’s
iMac
around
the
clock.
Thus,
whenever
she
gets
stressed,
sweet
and
cold
drink
will
soothe
her
so
she
stocks
sodas
in
the
company’s
fridge
because
she
has
no
time
to
wander
around.
She
values
her
lunch
time
dearly
because
it
is
her
relaxing
moments.
She
likes
to
have
lunch
at
Central
World
and
does
a
little
shopping
with
coworkers
before
getting
back
to
work.
Her
money
is
largely
spent
to
satisfy
herself
from
hard
work.
She
is
very
energetic,
outgoing
and
friendly
so
she
has
many
groups
of
friends
where
they
hang
out
together
frequently.
Ice
reads
blogs
especially
webboard
in
Pantip
to
search
for
new
restaurants
to
dine
with
her
friends.
Because
of
her
load
of
work,
she
rely
on
the
Internet
for
information.
She
is
tired
and
sleeps
right
after
getting
home
at
random
time,
if
she
has
a
chance,
thus
she
doesn’t
watch
television
much
and
doesn’t
have
a
chance
to
develop
her
favourite
programs.

 15

  • 16. CONCEPT

We
saw
the
slogan
“Live
Life
Chocolately”
meaningful
and
tried
to
define
them
more.

Because
the
slogan
is
catchy
and
meaningful,
our
group
has
decided
to
keep
the
current
slogan
of
Chocolate
Factory‐
Live
Life
Chocolately.

As
for
the
meaning
of
the
slogan,
we
want
to
emphasize
on
the
similarity
of
life
and
chocolate.
Like
chocolate,
life
can
be
both
bitter
and
sweet
and
throughout
our
lives,
we
are
inevitably
faced
with
both
good
and
bad
things.

Also,
according
to
our
research,
when
our
target
audience
thinks
of
chocolate,
they
think
of
love,
happy
times,
as
well
as
heartbreaks.
We,
therefore,
want
our
customers
to
think
of
Chocolate
Factory
as
a
place
where
they
can
both
come
to
celebrate
and
enjoy
themselves
when
they
are
happy
as
well
as
to
comfort
and
cheer
them
up
during
their
tough
times.


 16

  • 17. MARKETING
COMMUNICATION:
 MESSAGE
AND
CHANNELS

All
of
the
components
in
marketing
communication
relate
back
to
the
big
idea
of
the
campaign
–
Live
Life
Chocolately.

The
following
is
the
roadmap
for
the
whole
campaign:
 1. create
awareness
in
the
coming
drama
series
“Chocolate
Prince”
and
 online
community
“The
Choco
Fact
Café”
through
social
media
network
 and
press
releases
 2. launch
the
drama
series
“Chocolate
Love”
on
Youtube
and
Chocolate
 Fact’s
homepage

 3. promote
online
Chocolate
Fact
community
“The
Choco
Fact
Café”
in
 the
Chocolate
Fact’s
website
to
encourage
participation
and
build
loyal
 customer
fan
base
 4. lead
all
IMC
to
the
launch
event


Drama
Series
(See
Storyboard
in
the
Index)

This
short
online
drama
series
will
be
GTH‐styled
romantic
genre
that
suits
our
target
audience
well.
The
story
will
emphasize
on
our
concept
of
bitter
sides
and
sweet
sides
of
life
through
the
key
characters–
a
young
office
man
who
is
frustrated
with
his
career
life
and
a
college
woman
who
just
finished
her
exams
and
is
happy
with
her
life.
This
links
to
the
concept
of
our
shop
as
a
place
where
customers
can
both
come
to
enjoy
themselves
when
they
are
happy
as
well
as
to
comfort
and
cheer
them
up
during
their
tough
times.
All
of
the
scenes
in
the
series
will
be
shot
at
the
Chocolate
Fact
shop
at
Centralworld
to
create
buzz
and
to
help
promote
the
shop.

As
shown
in
the
storyboard,
the
series
does
not
only
help
promote
the
Chocolate
Fact
shop,
but
also
the
upcoming
launch
event
and
the
online
community.

However,
due
to
the
limited
budget,
we’ve
decided
to
hire
an
unknown
but
good‐looking
actor
and
actress
to
act
as
our
two
lead
actors.
The
drama
series
will
also
be
posted,for
free,
on
Youtube
and
on
the
Chocolate
Fact
website,
where
viewers
can
interact
with
each
other
and
exchange
thoughts
about
the
series.
Also,
to
ensure
that
the
clip
reaches
our
target
audience,
we
will
send
announcements
to
offices
around
the
Central
World
area
as
well
as
major
universities
in
Bangkok
areas.





 17

  • 18. 
Social
media
network
 • Chocolate
Fact’s
target
audience
is
highly
active
in
social
media
 network,
especially
on
Facebook.

 • We
will
tag
our
target
group
with
the
mini‐drama
series
that
will
be
 posted
on
Chocolate
Fact’s
Facebook
page.
They
can
reply
their
 answers
in
the
Facebook
page
as
well.
Those
who
participate
have
a
 chance
to
win
a
free
meal
or
discount
coupons
at
Chocolate
Fact.
 • Quizzes
such
as
“What
is
your
character
in
‘Chocolate
Prince’
drama?”
 “How
chocolate
is
your
life?”
will
be
posted.

 • The
Facebook
page
will
be
more
updated
to
promote
different
 promotions,
websites
and
Choco
Life
Café.


Press
Releases
 • Due
to
the
limited
amount
of
budget
available,
public
relations
play
as
 one
of
the
crucial
parts
of
the
whole
campaign.

 • Press
releases
will
be
distributed
to
lifestyle
sections
or
eating
sections
 of
the
media
channels
should
be
the
ones
that
reach
to
our
target
 audience
 o (1)
broadcasting
media
including
free
televisions,
cable
 televisions,
and
radio,
(for
example
Krua
Indy)
 o (2)
print
media
including
magazines
and
newspapers,
and
(for
 example
Cleo,
A
Day)

 o (3)
online
media
including
various
websites
and
bloggers
 • Incentives
such
as
discount
coupons
will
be
given
as
incentives
for
the
 audiences
to
join.


 18

  • 19. 


Online
community
“Choco
Life
Café”
 • To
achieve
the
objective
of
building
loyal
customer
base,
participation
 will
be
highly
encouraged.
Those
who
register
to
be
one
of
our
 community
members
will
get
special
coupon.
 o Online
community
will
be
a
place
for
anyone
to
share
both
of
 their
bitter
and
sweet
moments
of
their
lives,
according
to
our
 concept.
The
community
will
be
a
goodwill
community
where
 users
support
one
another
and
therefore
not
only
engage
the
 target
audience
but
also
build
positive
image
to
our
brand.
 o Moreover,
to
encourage
participation
even
further
and
 empower
our
customers,
polls
will
be
conducted
monthly
in
 online
community.
Users
choose
from
3
menus
that
are
not
in
 the
usual
menu
and
the
menu
that
gets
the
highest
votes
will
be
 the
special
menu
of
that
month.


Website
 • We
think
that
the
current
design
reinforces
Chocolate
Fact’s
concept,
 especially
the
color
of
brown,
yellow
and
orange.
However,
Chocolate
 Fact’s
website
needs
a
lot
of
improvement
and
gets
interactive
on
its
 content.
Pages
will
included:

 o (1)
About
Us
–
to
show
the
passion
in
bringing
the
best
quality
 chocolate
to
customers
and
be
there
for
customers
whenever
 bitter
or
sweet
moments,

 o (2)
Menu
–
to
give
customers
information
about
our
quality
 products,

 o (3)
Facts
About
Chocolate
–
to
encourage
chocolate
 consumption
and
positive
views
towards
chocolate

 19

  • 20. o (4)
Promotions
–
to
keep
the
customers
updated
on
the
 activities
and
special
offers
from
the
shop
 o (5)
Location
–
to
help
the
customers
find
the
shop
easily
 o (6)
“Choco
Life
Café”
community,

 o (7)
Multimedia
–
to
give
customers
mouthful
experiences
such
 as
mini‐drama
series,
exclusive
behind‐the‐scene
shots,
actors’
 profiles,
Chocolate
Fact’s
video
tour
and
‘meet
the
staff’
videos,
 videos
about
our
signature
or
special
products,
lighthearted
 flash
game,
and
‘pass
the
sweet
moment
forward’
campaign.
 • “Pass
the
Sweet
Moment
Forward”
is
an
interactive
sales
 promotion
where
a
community
member
can
invite
other
 people
to
join
the
community
through
prettily
designed
 e‐cards.
They
will
get
discounts
of
five
percent,
ten
 percent,
fifteen
percent
until
twenty
percent
according
to
 the
number
of
new
members
they
invited
to
join
the
 community.

Promotions
 • Apart
from
monthly
special
menu
picked
by
the
community
members
 and
“Pass
the
Sweet
Moment”
promotional
campaign
which
are
 detailed
above,
the
Chocolate
Fact
will
launch
the
membership
card
 and
promote
its
own
“Chocolate
Day”.
 o Members
of
the
Chocolate
Fact
will
be
separated
from
 community
member.
They
receive
the
privilege
of
discounts
and
 exclusive
free
tastes
of
special
menus
as
well
as
welcoming
gifts.
 Membership
will
encourage
repeat
purchase
and
build
loyal
 customer
base.

 o Chocolate
Day
is
every
first
Sunday
of
the
month
where
special
 discounts
will
be
given
to
any
customers,
with
the
members
 getting
the
discount
on
top.
This
will
help
drawing
people
in.


 

 20

  • 21. 



Launch
Event
The
mini‐drama
will
link
back
to
our
launch
event.
The
event
will
be
set
up
at
our
store
to
ensure
that
the
target
audience
will
know
our
shop
location.
Pretties
will
walk
around
Central
World
to
give
out
samples
of
our
products
and
invite
potential
customers
into
our
launch
event.
In
the
event,
Chocolate
Fact
staffs
will
arrange
a
decoration
workshop
for
different
chocolate
desserts
for
participants
while
the
MC
and
our
guest
speaker
will
host
a
talk
about
how
to
live
life
happily.
As
shown
in
the
drama
series,
the
underlying
message
from
the
workshop
is
that
we
can
design
our
own
life
like
designing
chocolate
desserts.
Workshop
activity
will
attract
customers
who
are
in
groups
such
as
friends
and
families,
which
are
our
target
group.
The
MC
will
also
ask
participants
randomly
to
share
bits
of
their
lives
and
personal
experience
with
others
to
create
interactions.

Menu
We
will
have
two
different
set
of
menus;
each
with
unique
menu
names
that
indicate
sad
or
happy
feelings
(they
are
the
same
menu
with
different
names)
to
strengthen
our
positioning
and
to
create
viral.


 21

  • 22. 

Timeline
 
 
 June
 IMC
Week
1
 Press
Release
to
print
media
Week
2
 ‐
Week
3
 ‐
Week
4
 ‐
 
 
 
 
 
 
 
 

 22

  • 23. July
 IMC
Week
1
 •
Facebook
 •
Website
+
Choco
Life
cafe
Week
2
 •
Press
Release
to
TV
and
online
media
Week
3
 •
First
episode
of
drama
Week
4
 •
Second
episode
of
drama
 
 
August
 IMC
Week
1
 •
Launch
Event
 •
Promotions
Week
2
 •Promotions(contd)
Week
3
 •Promotions(contd)
 
Week
4
 •Promotions(contd)
 
 
 
 
 
 
 

 23

  • 24. BUDGET
 
 Total Item Description Units Cost/Unit (Baht) 1 Media Kit – PR to print media 3,420 Printing Cost (4 colors, A4) 200 15 3,000 CD + Cover 20 11 220 Brochure 20 5 100 Folder 20 5 100 2 Website - Social Media 16,200 Website Design + Administration 1 15,000 15,000 Hosting + Domain name 1 1,200 1,200 3 Promotions 10,625 3.1 Discount coupons Graphic Design 1 1,500 1,500 Printing Cost 1000 0.5 500 3.2 Free coupons Graphic Design 1 1,500 1,500 Printing Cost 250 0.5 125 3.3 Membership card Graphic Design 1 2,000 2,000 Card + Design 500 10 5,000 4 Facebook – Social Media 5,000 Administration 1 5,000 5,000 5 Menu sign 13,450 Graphic Design 1 3,000 3,000 Plate + Design 1 2,000 2,000 6 Production – Mini Drama Series 70,000 Actors 4 7,000 28,000 Director 1 15,000 15,000 Camera renting 1 10,000 10,000 Grip equipment 1 8,000 7,000 Unit production cost 1 6,000 5,000 Location 1 10,000 5,000 7 Interior Shop Design 14,400 Table 4 2,000 8,000
 24

  • 25. Chair 16 400 6,400 8 Live Life Chocolately – Launch Event + workshop 48,000 Pretty 8 4,000 32,000 Workshop utensils 20 400 8,000 Workshop ingredient 20 300 6,000 Decoration 1 2,000 2,000 Total 181,095 7% Vat 12,677 Grand Total 193,772
 25

  • 26. MEASUREMENT

Success
will
be
determined
by
how
well
we
achieve
the
set
objectives.
Even
though
we
propose
many
different
promotions
through
different
channels,
we
can
easily
track
their
sources
by
using
different
design
for
each
one
.
As
our
campaign
relies
heavily
on
the
online
material,
thanks
to
advanced
technology,
statistics
and
numbers
are
reported
directly
to
the
administrator.
Sales
can
be
achieved
through
monthly
summary.
The
area
that
needs
human
resources
the
most,
but
yield
useful
insights,
are
media
coverage
and
its
value
and
their
content
analysis.

 (1) to
increase
awareness
among
chocolate
lovers
 • number
of
fans
in
Facebook
 • number
of
people
who
play
quizzes
in
Facebook
 • number
of
views
of
the
drama
series
in
Youtube,
Chocolate
Fact
 website,
and
Facebook.
 • number
of
people
who
shares
the
drama
series
with
their
friends
 • number
of
visitors
of
the
web
 • number
of
time
visitors
spent
on
the
web
 • number
of
people
participating
in
“Pass
the
Smile
Forward”
campaign
 • number
of
invitations
sent
during
the
“Pass
the
Smile
Forward”
 campaign
 • number
of
people
joining
the
Choco
Life
Café
through
the
“Pass
the
 Smile
Forward”
campaign


 (2) to
build
loyal
customer
base
 • number
of
registrations
of
the
Choco
Life
Café
community
 • number
of
subscriptions
of
the
membership
card

 (3) others
 • number
of
media
coverage
and
its
values
 • content
analysis
 • number
of
participants
showing
on
the
launch
event
day
 • sales



 26

  • 27. RECOMMENDATIONS
 
 1. Discard
the
current
logo
and
use
the
current
slogan
as
logo
to
 gain
consistency
with
the
overall
shop
 2. The
website
needs
continuous
maintenance
and
all
links
should
 work
properly
to
reduce
frustration
among
website
visitors
and
 to
show
professionalism
 3. The
menu
sign
should
be
in
a
much
bigger
size.
Customers
can
 barely
see
the
menus
on
the
current
menu
sign
because
the
text
 is
too
small.
 4. The
color
palette
used
in
the
shop
design
should
be
more
 consistent
with
the
ones
used
in
other
IMC
materials.
Instead
of
 giving
the
customers
a
chocolatety
feel
when
visiting
the
shop,
 the
yellow
color
that
the
shop
is
currently
using
is
too
light
and
 makes
the
shop
looks
like
a
honey
shop
instead
of
a
chocolate
 shop.
 5. Change
the
current
stiff‐looking
chairs
and
tables
in
the
shop
to
 a
more
comfy
one.
This
help
provides
comfort
to
customers
who
 like
to
take
their
time
during
their
visit
to
our
shop.
Also,
this
 helps
to
encourage
customers
to
stay
in
our
shop
longer
and
 visit
the
shop
more
often
due
to
comfortable
and
calm
 ambience.
 6. Use
stickers
of
chocolate
splatters
to
create
a
trace/path
that
 leads
CTW
visitors
from
the
central
escalator
to
the
shop.
This
 helps
to
create
suspense
among
CTW
shoppers
while
helps
to
 lead
new
customers
to
the
shop,
tackling
the
problem
of
hard‐ to‐find
location
of
the
shop.
 


 27


×