Keppel Ltd. 1Q 2024 Business Update Presentation Slides
Powerpoint marketiing
1. HTM 2121
TOURISM AND HOSPITALITY MARKETING
GROUP PROEJCT
Project Title :F & B Operation in TST EAST
Names: LAM KA YEE, Iris, 11225906D
LEE CHO YIN, Kristy, 11025186D
LEE KA YU, Jason, 11370913D
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2. Table of content
Sections Page number
Executive summary P.3-4
External environmental analysis and P5-
opportunities & threats
Objectives
Target market
Marketing mix strategies and programs
Implementation milestone
Marketing budget
Marketing controls
Reference
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3. Executive Summary
Mission of GreenLife:
Provide high quality of Food & beverages and customer services to
the guests
→ Taking the Corporate Social Responsibility
Promote organic and fair trade‘s concepts and products
→establishing healthy eating habit
Break-even and then be a revenue-earning café
→raising the awareness of them to the third world countries
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4. Executive Summary
Resources
Maintain serving skills, organizational knowledge and
morality of employees and managers
↑ productivity
Update the information of external and internal environment
↑ competitiveness
Resources are essential for marketing programs
(e.g. Fair Trade coffee bean )
4
6. Demographic trends
Macro Opportunities Threats
environment
• Customers knowledge about
Demographic • Organic food
attract customers (growing coffee products↑
trend of healthy eating)
• Price sensitive customers • Products should keep in high
generally not brand loyal when quality
a discount is offered
∴ when GreenLife offers discounts,
consumers will probably buy our
product
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7. Demographic trends
Opportunity Threat
Trend for healthy eating • Organic food
attract customers
Growing trend of Cafe • Customers knowledge
culture about coffee products↑
• Products should keep in
high quality
Price sensitive customers • Generally not brand loyal
when a discount is offered
when GreenLife offers
discounts, consumers will
7 probably buy our product
8. Economic trends
Fair Trade products ensure steady and reliable supply.
New Fairtrade figures show business is changing for good
Non Fair Trade farmers being exploited, started to leave the
industry since they get only a small fraction of the retail price
after middlemen, processors, shippers and retailers.
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9. Ecological trends
Get raw materials from Fair Trade, as it promotes
equity, sustainable development and organic farming etc.
Gaining environmentalist support
Promoting some values
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10. Technological Trends
global technological trends
influences and powers of computer and Internet ↑
changes the way of obtaining information
Nowadays, global internet users >20 billion
global use of mobile devices to access internet
accounted for total internet users : 4.3% in January 2011 and
8.5% in January 2012
doubled the growth growing trends
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11. Technological Trends
marketing planning and mixes more focused on Internet
Customers : obtain products and services information online,
shopping online
Suppliers and distributors :
(1) provide online service
(e.g. homepage which contains product and services’ categories
with order and delivery services)
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12. Technological Trends
(2) ↑ focused on Internet promotion
(e.g. Facebook page and Apps )
F&B operation
computerized system :
( e.g. POS system and Management system run the operation
and keep records such as inventory.)
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13. Political-legal
According to the Public Health and Municipal Services
Ordinance (Cap. 132) and other relevant legislation
F&B operation : apply corresponding licenses
match numbers of requirements
Two licenses for our operation
1. Restaurant licence (from FEHD) :
selling any kind of food for consumption on the premises
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14. Political-legal
2. Liquor licence (from Liquor Licensing Board):
Selling any kinds of Liquor on the premises
Requirements
fire-fighting equipment (from HK Fire Services Department)
ensure the health and hygiene conditions (form FEHD)
ensure buildings safety (Buildings Department)
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15. Political-legal
marketing planning and mixes more focused on Internet
Customers : obtain products and services information online,
shopping online
Suppliers and distributors :
(1) provide online service
(e.g. homepage which contains product and services’ categories
with order and delivery services)
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16. Political-legal
Certified no unauthorized building
+ compliance with Government lease conditions
(The Land Registry)
Statutory Plan Restrictions (Town Planning Board)
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17. Threats
Costs ↑
Application fee and annual fee of the licenses :
Our store : 100-150 sq.m $3140 (annual fee )
maintenance costs match the reqirements
Time costs : obtain the licences from FEHD
provisional food business licence
maintain these standards for 6 months full licence
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18. Social cultural trends
Three are three opportunities namely E-
commerce, coffee and tea culture and
finally trends towards healthy eating.
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19. Social cultural trends
Introduction
Our society shapes our beliefs, values and norms affect
human behavior
Culture in Hong Kong
Blending Eastern and Western culture
Different religions. For example, Buddhism: 90% of the
total population, Christian: 500000 of the total population.
Educational system is now under reformed 334
curriculum
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20. Social cultural trends
1st opportunity E-commerce
the use of smartphone is becoming widespread
WIFI-service
According to PayPal, more than 8,000 mobile payments were
processed on average per day in Hong Kong in 2011
106 million active PayPal users in 190 markets worldwide buy
products from thousands of Hong Kong-based PayPal merchants
Many businesses are now done online through computers or smartphone devices a need
for our target customers to access to Internet the service we provided satisfy their needs.
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21. Social cultural trends
2nd opportunity Coffee and tea culture
Coffee culture is strong in Asia
According to the Synovate survey, among the 501 respondents, about
one third of residents now purchase ready-to-drink coffee from
outside
coffee is imported from 50 different countries world while in China
Tea culture is one of the traditions and customs of China important
to be included in our menu
As the coffee and tea culture is strong, our target customers would try our products
especially when they are having meeting or gathering.
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22. Social cultural factor
3rd opportunity Trends towards healthy eating
Sales of organic food have been increase in Hong Kong in the past few
decades.
The choice of organic products also expands to over 2000 items.
Park N’ Shop and Wellcome & CitySuper, and Jusco, have set up
separate organic food sections or allocated retail space to organic
products.
The fad of organic products intrudes in Hong Kong the sales of organic coffee, tea and
cakes in our cafe could be guaranteed.
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24. Competitor analysis
Current Competitors :Coffee shops and café in TST East
46 coffee shops : 13 large chain stores
33 non-chain stores
13 large chain stores : 9 Starbucks
3 Pacific Coffee
1 Mc cafe
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25. Major competitor
Starbucks:
Products :
beverages (various kinds with hot and iced)
Fresh food & Snacks (e.g. breakfast, lunch, tea, salads and cakes)
Services
Computer with web cam
Free Wi-fi services
Sofas and chairs with magazines and newspapers
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26. Major competitor
Starbucks:
Relaxing environment with soft music
Official website and facebook page interact with customers
(obtain the latest information ,history of starbucks )
Online registration system member receive special promotion
Delivery services (a minimum of HK$300 per order ,except 12 noon
-2pm)
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27. Major competitor
Starbucks:
Price range ( different categories):
Breakfast $8-22
Lunch $19-38
Snacks and Salad $8-38
Beverages (3 different sizes in order)
8. 1. Tall $22
9. Grande $34
10.Venti $42
Overall price range :$8-42
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28. Major competitor
Starbucks:
Location
Located at : Avenue of Stars ,Tsim Sha Tsui Promenade
✔facing victoria habour
✔having trees and flowers nearby
✔footpaths in front of the shop no cars
✔sunlight and sea breeze
Environment : ✔ relaxing , peaceful and comfortable
✔ fresh air
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29. Major competitor
Starbucks:
Promotion
✔ Press releases
✔ Internet : Official website ,Facebook,Email
Close to the market trends and nowadays’ technology
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30. SWOT analysis
Starbucks
Strengthens & Opprtunities
world’s brand name company
Highest percentage of share of mind
High percentage of market share
Positive Image : ✔ social responsibilities
enormous amount of capital ↑products and services’ quality
high bargaining powers among suppliers and customers
↑ selling price ↑revenue
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31. SWOT analysis
Weaknesses & threats
Certain extent of over-expansion
(9 stores in Tst East may weaken its own turnovers)
Only focus on western food (lack of variety)
People don’t like western food culture ✕ consume
E.g. many elder in HK will go tea restaurant rather than
Starbucks
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32. Major competitor
MC Cafe
Products
Beverage (Espresso, hot and iced drinks)
Frappes and extras
Services
Free WiFi service
Sofa and chairs
Official website and facebook page
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33. Major competitor
MC Cafe
Price ranges
The overall price ranges are between $8 and $26.
Location
Most of the stores are located at the ground floor convenient
Promotion
Coupons or punch cards
Slogans
Advertisements
Apps
Newspaper
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34. SWOT analysis
MC Cafe
Strengths and opportunities:
A mid-range quality substitute
McDonald’s reputation
A large amount of capital
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35. SWOT analysis
MC Cafe
Weaknesses and threats
Products are lack of variety
The place is small
Are not operate independently
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36. Supplier
Three are two opportunities namely the
cooperation with Fair Trade and the
abundant supplies of certain food and one
threat which is the few supplies of some
food.
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37. Supplier
Introduction
Suppliers provide the raw materials that we need and the
number of supplier affect our bargaining power of attaining the
materials.
1st opportunity Cooperation with Fair Trade
People are more concerned about their health and
environment than before and thus they choose to consume
organic food.
According to a recent statistics, organic food accounts for 1 to
2% of total food sales worldwide.
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38. Supplier
2nd Opportunity Abundant suppliers of certain foods
Having lots of food supplies is good for a business we
can have more bargaining power to bargain a lower price
for our products.
There are 420 manufacturers supplying sauce and
seasoning and 34 manufacturers supplying flour in Hong
Kong.
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39. Supplier
Threat Some food have fewer food supplies
Meat either frozen or fresh and spaghetti, we only get 22 and 15
manufacturers respectively in Hong Kong.
There are fewer suppliers, they are strong in charging a higher
price for the materials food cost of the cafe will be increased
among these products
It is important to make sure the food quality is up to our standard
when a particular good has loads of suppliers.
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40. Marketing intermediaries
Opportunities:
ewspaper and magazines
e.g. Daily Economics, Times and Asia Finance
Direct mail house
mail an advertisement to those business firms in Tsim Sha Tsui
East (by staff in café)
(match with the target group of customers)
Threats:
•Increase costs
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41. Publics
There are two opportunities namely the support from
various citizen-action publics and the promotion from media
groups.
Publics refer to any group that perceives itself having an
interest in a company’s ability to achieve its objectives
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42. Publics
1st opportunity support from various citizen-action publics
our cafe is going to sell organic food which helps to promote public
health
various citizen-action publics such as environmental groups would be
attracted and turn to support our products
For example, the Environmental Working Group which recommending
consumers should look for organically produced products so as to lead a
healthy life be attracted to our business
By selling organic products, the sales would be increased as supported by the environmental
groups maintain regular customers
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43. Publics
2nd opportunity the promotion from media groups
open an account in Open Rice
provide various types of online coupons
make an app
By using the promotion from various media groups attract our target customers to consume
our products and expand our business without physical boundary provide the latest information
to our customers and maintain their regular visits
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45. Target customers
Business people
Tsim Sha Tsui is one of the Central Business District
Younger age groups
majority of buyers in Hong Kong of Western foods tend to be females, who do more
food shopping than males, with younger age groups
Middle class income group
Demand for high-value food and beverage is mainly among the 2.3 million middle
class consumers
Business customers are willing to pay large amounts of money
in purchasing
price is not the main factor to decide purchasing
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49. Products & Services
GreenLife: Food
Beverages
Customer service
Food (3 categories)
1. Spaghetti and rice (main dishes)
(Salmon, meat sauce, bacon & mushroom and vegetable)
2. Snacks
chicken wings
Sandwiches (egg, cheese, tuna, tomato for mix and match)
Fruit salad (fresh organic vegetables and fruit)
Cakes (blueberry cheesecake, chocolate cheese cake and cup cakes)
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50. Products & Services
✔From light main dishes
Not only for tea time
✔breakfast , lunch ,dinner (normal meal)
✔healthy and fresh ( use organic products)
good refreshment for business people
Tailor-made for business people
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51. Beverages (3 categories)
1. Coffee :
Cappuccino, Mocha, Latte and Espresso
(most of the coffee beans organic and fair trade products)
2. Alcoholic drinks
Red wine
(e.g. Chateau des Leotins 2008 )
White wine
(e.g. Trebbiano d'Abruzzo Badia Frasca, D.O.C. 1998 )
Champagne
(e.g. (A.O.C.) Brut, Pascal Fleury )
3. Non-alcoholic drinks
milk, chocolate, milk tea and lemon tea in terms of hot and iced.
Special drinks :
Tea (both British tea and Chinese tea)
Fresh fruit juice (apple ,orange & pineapple)
Fruit punch
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52. Products & Services
✔ variety of beverages different people’s taste
Refresh help to think & brainstorm ideas ↑
Unique beverages among coffee shop and café
★ Alcoholic drinks
Various kinds (red, white wine and champagne)
Red wine for meetings
champagne for celebrations
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53. Services
Customer service:
provision of service to customer before, during and after a purchase
(1) First stage (before purshcasing)
Customer can make reservation ( through reservation system
online or by phone call)
Research information (through company’s homepage ,Facebook
page ,email , phone call & Fax)
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54. Services
(2) Consumption phase
Core product : Food and beverages
Facilitating products :
customer services like taking order of food , handling guests’
requires
Environment (augmented product) (target customer’s needs)
quiet and relaxing environment
Tables, computers, projector, stationery, free wi-fi
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55. Services
VIP room (private area)
✔ conference table designated for meetings
(3) Detachment phase
ask for feedback satisfied or not
✔ service recovery chance create satisfaction to unsatisfied guests
create a guests profile (visited ≧5 times)
Records find out preference and spending patterns
Keep paid bottle wine for next visit
Quality of service ↑
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56. Pricing
Definition: Pricing refers to the amount of money charged
for a product or service or the sum of the values that
consumers exchange for benefits of using the product or
service
Pricing approach Break-even pricing
Break-even pricing :Determining the price at which it
will break even. At the break-even point, profit equals
to loss. Its formula is BE = fixed costs/contribution
(selling price-variable cost).
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57. Reasons for choosing break-even pricing
1. Predicting the change of sales when price changes
3. Preventing losses
5. When the business will start generating a positive return
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62. Pricing strategy-Market skimming
Definitionsetting a high price at first,lowering the price
over time when the market is price insensitive
Reasons for choosing:
1. Target customers are price insensitive towards our products
According to Journal of Business Research, business customers are
willing to spend large amounts of money in their purchase of goods and
services, while keeping loyal business customers can give greater
revenue for a supplier or a service provider.
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63. Pricing strategy-Market skimming
Reasons for choosing:
a high quality image of GreenLife can be created by
charging a higher initial price
first cafe selling organic coffee and cakes and providing
facilities such as projectors and small conference room in
TST East
high chance in grabbing the early adopters
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64. Place
Shop 44B, G/F, Harbour Crystal Center, 100 Granville
Road, Tsim Sha Tsui East in Kowloon
Near to the Hung Hom and Tsim Sha Tsui MTR Station
ground floor high in accessibility and convenient
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65. Distribution channel-Internet
Create website and facebook
Upload Coupon
76.4% of all households in Hong Kong have PC at home and
able to access the Internet (according to Thematic Household Survey Report - Report No. 48)
The most influential social networking site in Hong
Kong is Facebook
Hong Kong users have has grown to 3,700,320 users
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66. Promotion
Promotion policy and advertising
Promotion cards on tables
Large poster on the window of café
Public relations and sales promotion
Products tasting event
Membership scheme
Different festivals promotions
Issue online coupon
Design an app
Giving sample
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67. Products tasting event
knowing which products can be main or are most popular
products
held periodically
3 to 5 new products or improved products to be tested
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68. A membership scheme
Establish a good relationship with customers
gain support and loyalty
Invite them to join the events
giving them discount and sample, and using special equipment in café
without extra charge
A-one-year membership
spending $400 or above at once or spending $800 within 2 months
Permanent member
meet other standards to get the membership card
i.e. purchase the coupons or to spend more
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69. Different festivals promotions
Christmas
New Year (31st Dec – 1st Jan)
Valentine’s Day
build relationships with new customers and the members or
regular guests
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70. Issuing online coupon
Cooperate with online restaurant guide websites i.e. Open rice
Rate GreenLife
Download the coupons of GreenLife issued
Easy to know the comments of GreenLife
Improve our products and services
Facebook (the most influential social networking site in Hong Kong)
By updating the information of GreenLife, people can always catch up
with it and promote GreenLife
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71. Design an app
The trend of using smart phones
Design app on our own and allow the people to download
make reservations
book the facilities (Projector)
download the code of the coupon and use it in GreenLife,
members can have a special chat room or corner
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72. Giving sample
Let others know GreenLife will be launched soon
How good our products are or our products do match with
their taste
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74. Marketing budget- projected sales
The time period of the sales projection is one year and the figures are presented in a
monthly basis.
We need to have three hundred and thirty-nine thousand dollars in order to open a
cafe in our chosen destination
After half year of operation, we can cover our cost.
Months Expected revenue Expected cost
January 309,210 339,230
February 315,394 342,622
March 321,702 346,048
April 328,136 346,013
May 341,391 342,553
June 348,218 339,128
July 351,700 335,737
August 355,217 332,380
September 358,769 329,057
October 362,357 325,767
November 365,980 322,510
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December 373,300 328,960
75. Marketing budget- marketing expense
Including fixed costs, variable costs which include the promotional expense and food costs
Fixed costs$96,093 per month, Variable costs$7,225 per month which includes
$9,000/12 = $900 average monthly promotional fees. Here is the list about the details of
our promotional fees.
All food costs are $235,887 in the first month. As we have eight types of products and
thus the food costs for each type product is $982 every day.
Name of promotional programs Date Budget
Pre-promotion Mid May – June $2500
Opening ceremony 1st June $3000
Member recruiting - $200
Product tasting event Mid Nov. $800
Printing cost - $500
Decoration fee Christmas, New Year and $2000
Valentine’s date
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Total - $9000
77. Marketing control
Program name Person responsible Date Budget Explanation Budget
1.Sales Accountant and Monthly N/A To find out whether the actual sales meet the Expected revenue:
evaluation Managers expected sales target. Then, adjusting the Jan-June: ↑2% monthly
strategies that are using to boost up the sales Jul-Nov: ↑1% per month
revenue or to maintain a steady sale. Dec: ↑2% increase.
Expected cost:
Jan-Mar controlling cost: ↑ 1% Apr-Nov
cutting cost by1%
Dec controlling cost: ↑2%
2.Progress All Quarterly N/A To evaluate how the business goes during half a Expected Revenue:
check year time in order to meet with the objectives, First quarter: To evaluate whether the revenue and
i.e. break even and customer retention. May cost of these three months are moving to our monthly
need to change the price-adjustment strategies target.
Second quarter: Compile the revenue of three
months, revenue7%, cost-2%
Third quarter: Compile the revenue of three months,
revenue4%, cost-2%
Fourth quarter: Compile the revenue of three months,
revenue3%, cost6%
3.Annual All N/A To evaluate how the business goes during whole Expected revenue: $4,131,374
31st
evaluation year in order to meet with the objectives, i.e. Expected Cost: $4,030,005
May
break even and customer retention. May need to Earn $101,369 at the end of a year
77 change the price-adjustment strategies