This presentation is made for academic purpose, as a requirement for mid semester exam of Message Development Strategy course

2. This presentation is submitted as mid semester exam for
Message Development Strategy course

4. Kho Cang Cing is a Chinese restaurant
located in Jakarta China Town which serve
scrumptious cuisine for a reasonable
price in a nicely decorated settings.

5. The problem is …
everything seems to be in place
except THE CUSTOMERS

6. hence,
Business-wise this project will aim
at increasing the number of daily
visitors and boost sales on weekends
and,
Campaign-wise this project should
increase people's knowledge and
likings of the restaurant's brand
through positive experience.
Brand includes: name, menus and services

7. Male/Female > 30 y/o
Working class, SES A/B
Craving for not only food but also
dining experience
Of a Chinese decent but rarely
been to china town
This market is very potential as most urban
Chinese nowadays would want to know more of
their roots to get a glimpse of experience of how
life probably was back then, so that they can get
more wisdom from their ancestor’s way of living.
This experience will motivate the current
generation to respect what their fore fathers have
done for them, and, in a way, provide them with a
psychological boost to work harder in the future.
In other words more fortune.

8.  (Not so) Surprisingly, Chinese culture is
not only about earning fortune.
It’s more about providing the kids, taking
care of the elderly, pay respect to the
ancestor, and sitting together during dinner.
 It's about living as a family
which is also believed to be the other
source of fortune

9.  Some of the current Chinese generations are
living in a great fortune, some even have
surpassed way above the other, but most of
them have something in common ; they
rooted from families of hardships
and strugglewhich once live a much
simpler life.
 By living a simple life their ancestors were
not necessarily poor, but such lifestyle had
ensured the younger generations going further
in their life .
 This wisdom of living is only one of many
values that can barely found in current
Chinese societies . People are more akin to
spend than to think about the future
generations.
 Deep down, everybody is longing for the
serenity of a simple living ; to have enough
and not be bothered by any unattended
wealth, and more importantly to have more
time spent to attend fellow members of the
family.

10.  Gatherings always put the family spirit
back together, which brighten up the
mundane life, evading any bad luck in the
future.
 On any occasion member of the family is
always cherished with utmost welcome
sometimes with simply a pot of tea, cups of
coffee, or glasses of wine.
 Every new in-laws, every new born babies,
every festivities will have significance in
strengthening the family ties. As each also
means unlocking more luck-in-disguise.
 But how many of the current generation still
do and think so?

11. FAMILY HAS SPECIAL
PLACE AT ANY CHINESE
HEARTS, which is
believed to bring more
fortune in life.

12. sitting together,
cherishing each other,
while eating their dinner
are somehow valuable
getting to know their
roots will put more
meanings on whatever
fortune their forefathers
had earned for them,
and such will give them
a psychological boost to
work better.

13. So…

14. WHY DON’T:
Get them to dine
together and make them
learn something more
about themselves
through their ancestor’s
way of living ...

15. FIRST
Let them fall in THE
GAME. Make them so
curious about a thing,
and let them find more
about it themselves.
Kho Cang Cing could be one good reason
to get them curious, they would have no
idea of what it is about.

16. SECOND
Let them get more
people of their family
members to come to
Kho Cang Cing to
participate in THE
GAME . Let them
cooperate with each
other

17. THIRD
Let them solve the
problem and fulfill their
needs of togetherness
and learn something
about their significance
through THE GAME
There is no other place better ,to do this, than in a
Chinese restaurant at the center of historical
China Town

18. FOURTH
Let us cherish their
moments of joy with
some good food from
the menu
Food For All, All For Food

19. FIFTH
Let them be satisfied
and be fortunate of
what they just had, so
they will spread the
word, while we prepare
the table for our next
customers.
Winner takes all ; all of the experience

21. Kho Cang Cing will hold a
promotional program
entitled :
“FAMILY FORTUNE"
This program is eligible for
tables of three or more
people which consist of
family members, such as siblings,
in-laws, parents, grand parents, children,
cousins,uncles, aunties and so forth.

22. Each order of three or more traditional Chinese
dessert of any kind will stand a chance to participate
in a game, where each member of the table will be
given a home-made fortune cookie. Each contains
different number which lead to different clues.
Everyone must read out their clues and discuss the
answer together, so the more people joining in, the
bigger the chance of them guessing the right answer.
All answers can actually be found on items displayed
at the restaurant, but this vital information only goes to
anyone getting the lucky number eight.
The Winning table will get the delicious, mouth-
watering and precious "Special Dish of The Day" for
free.
THE GAME

23. The game will be led by a master-cum-waiter /
waitress who will explain the rules and provide
additional explanation if needed. He/she will
giveaway the clue cards according to the number
in the fortune cookies. Each person then read out
the clue followed by other members.Then each
table will be given three chances to guess.
Each day, there will be numerous themes to be
played for each table.To put the settings back to
the older days, the person in charge will be
dressed up in an old school attire commonly worn
by the Chinese traders back in the colonial age.
THE GAME

24. Not to worry, those tables which failed to figure the
right answer will be cherished with an endless
flow of home-made sweet chrysanthemum tea for
free. It compensates the effort put together as a
family, which is worthy of a celebration.
THE GAME

25. To start the BUZZ, fortune cookies will
be delivered to a number of offices in
bulk. Everybody in the office can get a
cookie, and each will contain:
‘CLUE NO.1 (or any number) Please Get
More of Your Family Members to
Receive More Clues'
Each number is a start-up clue, which will be
revealed if they come to dine-in at the restaurant.
THE BUZZ

26. @KHOCANGCING will be written
at the back of the paper, and surely, as
most urbanites are aware of twitter, they
should know what to do.
A special twitter page will be made.The page will provide
further information such as the restaurants address, location
map,rules of the games, and The 'Special Dish of The Day'
for the winners.
This page will have an old-school look with Chinese
elements as the background to support the overall theme
Any comments or questions from fellow twit peeps
regarding the program are all welcome so everyone can
share their experiences.This will hopefully amplify the
spread among the urban Chinese families.
THE BUZZ (CONT.)

27. During the first month of the launch
period, all traditional Chinese
dessert on the menu will be served
free-of-charge for every customer
coming with their family. So,
whoever comes to dine-in will be
introduced to the program and get
to play the game.
Who wouldn’t want a delicious free entry ?
SUPPORT

28. The Fortune Cookie will continue to
attack more offices on weekdays
while the game will be held every
night over the weekdays and all day
long over the weekends.
seven days filled with fortune
SUPPORT

29. Finally,
KHO CANG CING
is back in business