W1 recommendation0522

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a proposal to help a new resturant adopt local market environment and strategy.

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W1 recommendation0522

  1. 1. 文鼎壹号 (W1)Operation & Marketing Strategy Review – Hong Kong<br />May 22, 2011<br />
  2. 2. W1 Market Strategy <br />Who Are We?<br />Where <br />What <br />When<br />How<br />
  3. 3. Who Are We?<br />Market Positioning <br />Competitor: Maxims<br />Role = leader/follower<br />Personality 個性 (localize product)<br />Ultimate Goal<br />1-to-1-to Many (Word-of-mouth)<br />
  4. 4. Where – distribution channel?<br />Objective: Make noise in the market<br />Mall (cross-over)<br />Direct Mailing<br />Join Key Associations (HKGCC, HKIHRM…)<br />Member card<br />
  5. 5. What to do?<br />Product/Services (Brand Concept)<br />Differentiator<br />Sustainable: value-added products/services<br />i.e. wine tasting, speed-dating<br />Needs/desire<br />Expandable<br />Story telling<br />
  6. 6. When <br />Re-visit the operation model <br />Promotion strategy, design fall year marketing plan<br />Cross-selling credit card, corporate card, coupon, lucky draw and etc.<br />Marketing/Printing material<br />Technology promotion (iphone/ipad…)<br />
  7. 7. How to do?<br />Revisit marketing/operation strategy (Under the market, customer favor…)<br />Pricing strategy/promotion strategy<br />Collect feedback from front-and-back office<br />Leverage technology (Openrice, weibo…)<br />Celebrity <br />Brand Concept<br />
  8. 8. http://www.hkheadline.com/dining/restaurant_detail.asp?id=3064<br />
  9. 9. Openrice<br />
  10. 10.
  11. 11. Hong Kong Pubic Holiday 2011<br />May 6 – Dragon Boat Festival<br />Jun 19 – Father’s day<br />Jul 1 – HK handover day<br />Sep 12/13 – Moon festival<br />Oct 1- China National day<br />Oct 5 – 重陽節<br />Dec 22 –冬至<br />Dec 25 to 27 – 聖誕節<br />
  12. 12. Hong Kong Public Holiday 2012<br />

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