Choc.Fact Presentation

554 views

Published on

Marketing Communications course Final Project, 2010

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
554
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Choc.Fact Presentation

  1. 1. Kanya Leenutapong 5045304728 Narissara Chiraguna 5045324228 Pantipa Prangsitong 5045342528
  2. 3. CHOCOLATE FACT. Chiang Mai Pattaya Central World
  3. 4. SWOT Analysis STRENGTH: Unique focus on ONE product OPPORTUNITY: Genius Planet Zone WEAKNESS: Location THREAT: Competition and Health Concerns
  4. 5. Target Profile Nong Annie and Danny Parents of Nong Nong’
  5. 6. Perceptual Map Present Future
  6. 7. Did You Know…it’s the CHOCOLATE FACT .
  7. 8. Objectives <ul><li>Establish a strong brand position and credibility within 1 year </li></ul><ul><li>Build awareness by 80 percent within 6 months </li></ul><ul><li>Increase sales by 50 percent within 6 months </li></ul>
  8. 9. Concept <ul><li>Highlight benefits of eating chocolate </li></ul><ul><li>Use fun, exciting, friendly approach </li></ul><ul><li>Chocolate in the science laboratory! </li></ul><ul><ul><li>Unexpected contrast </li></ul></ul><ul><ul><li>Grab attention </li></ul></ul><ul><ul><li>Genius Planet and lenience towards education </li></ul></ul><ul><ul><li>Children’s curiosity and learning developments </li></ul></ul><ul><ul><li>Imagination and creativity </li></ul></ul>
  9. 10. Logo and Mascot
  10. 11. Consumer Activation Event
  11. 12. Consistent Touch Points
  12. 15. Menu
  13. 17. Marketing Communication Tools <ul><li>Media Kit </li></ul><ul><li>Café website improvements </li></ul><ul><li>Online (facebook, kapook, pantip) </li></ul><ul><li>YouTube videos of Dr. Choco Facto’s experiments </li></ul><ul><li>Print advertisement </li></ul>
  14. 18. Print Advertisement
  15. 19. More campaigns <ul><li>Did You Know…my family bakes CHOCOLATE goodies? </li></ul><ul><li>Did You Know..Chocolate Cheers You Up? </li></ul><ul><li>Dr. Choco Facto comics </li></ul>
  16. 20. Loyalty Program <ul><li>Cup Deposit program </li></ul><ul><ul><li>Did you know…there’s always a place for you at Chocolate Fact. </li></ul></ul><ul><li>Membership program </li></ul><ul><ul><li>Save up for prizes </li></ul></ul>
  17. 21. Execution Timeline
  18. 23. Evaluation <ul><li>Quantitative measurements </li></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Returned coupons </li></ul></ul><ul><ul><li>Submissions in contests </li></ul></ul><ul><ul><li>Sign ups in loyalty programs </li></ul></ul><ul><ul><li>Media articles </li></ul></ul><ul><li>Qualitative measurements </li></ul><ul><ul><li>Media content analysis </li></ul></ul><ul><ul><li>Survey </li></ul></ul>
  19. 24. Did you know… we really appreciate your attention… THANK YOU!!

×