1. MARKETING PROPOSAL FOR A
CHINESE NINGBO RESTAURANT
Jul 7, 2011

2. WHO ARE WE?
 Market Positioning
 Competitor: Maxims
 Role = leader/follower
 Personality 個性 (localize product)
 Ultimate Goal
 1-to-1-to Many (Word-of-mouth)

3. WHERE – DISTRIBUTION CHANNEL?
 Objective: Make noise in the market
 Mall (cross-over)
 Direct Mailing
 Join Key Associations (HKGCC, HKIHRM…)
 Member card

4. WHAT TO DO?
 Product/Services (Brand Concept)
 Differentiator
 Sustainable: value-added products/services
 i.e. wine tasting, speed-dating
 Needs/desire
 Expandable
 Story telling

5. WHEN
 Re-visit the operation model
 Promotion strategy, design fall year marketing plan
 Cross-selling credit card, corporate card, coupon,
lucky draw and etc.
 Marketing/Printing material
 Technology promotion (iphone/ipad…)

6. HOW TO DO?
 Revisit marketing/operation strategy (Under the
market, customer favor…)
 Pricing strategy/promotion strategy
 Collect feedback from front-and-back office
 Leverage technology (Openrice, weibo…)
 Celebrity
 Brand Concept

7. HTTP://WWW.HKHEADLINE.COM/DINING/RESTA
URANT_DETAIL.ASP?ID=3064

8. OPENRICE