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'Cought up' research and planning
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Plan

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Plan

  1. 1. Business Plan Abby Cheng, Ying Ying Yeung, Adriel Wong, Brian Ho, Nathan Sin, Samantha Hui, Ronald Yeung
  2. 2. Weaknesses  New brand name to be established in Hong Kong and it will face very strong competition from other existing successful brands  Advertising and commercial promotion activities are needed to attract the people to try something new  Can focus on health drinks  to enhance the consumers’ confidence in the product safety  no particular selling points that can attract the attention of the customers  the department stores and supermarkets may not want to keep those stocks and so the Casa products may have to be withdrawn from the Hong Kong market.  Nestle, Milo, Horlicks and Lipton are brands that offer tea or other instant drinks. There are also brands from Taiwan, Korea and Mainland China.
  3. 3. Threats  the use of plasticizers in the Taiwan drinks, especially in the tea with milk type of products, have alarmed the people in Hong Kong about those related products from Taiwan.  adversely affect the sales of Casa in Hong Kong. The people are just scared by the harmful effects of the plasticizers and other chemicals.  Casa is a new brand introduced to Hong Kong. Other Taiwan drinks related brands that can successfully get a reasonable market share in Hong Kong are those that can afford to do large scale promotion. So, in face of strong competition, Casa may not be able to survive in the Hong Kong market.  no particular selling points that can attract the attention of the customers  if the products are not well received by the consumers, the department stores and supermarkets may not want to keep those stocks and so the Casa products may have to be withdrawn from the Hong Kong market.
  4. 4. Pricing  Drinks:  Set price: $40 for a box of drinks, while base price is $32.5  Discounts: $140 for 4 packs, with 2 free packs of biscuits  Biscuits  Set price: $5
  5. 5. Promotion  Promote using short advertisements, posters and banners  A person holds tall stick up in the crowd let others locate the shop  Advertisements could be taken and put on a small monitor on that day beside the shops  Slogan: 一杯茶加一塊餅, 包你精神醒一醒!!!  Purchase exceeding an amount, e.g. $100, gets a lucky draw for a prize, e.g. a pack of biscuits or 5 packs (opened from a box) of drinks  Possibility of including small souvenirs like small dolls, badges of bookmarks, with our slogans and products
  6. 6. Poster 1 Poster 2
  7. 7. Advertisement
  8. 8. Advertisement
  9. 9. Arrangement of people  Morning: 4 people in the booth  we assume that mainly in the morning the customers will mostly be elderlies, and less people in the morning.  2 people responsible for pouring drink to the customers  1 person responsible for selling  1 person responsible for the game part  The other 4 people can do some advertising for example walking around the place and giving out some leaflets  Afternoon: 6 people in the booth  assume that there will be more crowded in the afternoon. Housewives, students start shopping.  2 people responsible for selling  2 people responsible for pouring drink to the customers  2 people responsible for the game part The other 2 people can do some advertising for example giving out some leaflets or holding a banner around the booth area
  10. 10. Arrangement of people (2)  Night: 8 people around the booth (all of our group members will be in the booth promoting the products)  we assume that it would be the most crowded time  3 people responsible for selling  3 people responsible for pouring drink to the customers  2 people responsible for the game part

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