We are Group C preparing the marketing plan for a chocolatier

1. A
MARKETING

2. Company Information

3. Mission
“ to represent our
honourable guest to
deliver the most genuine
blessing to their loves
with a box of finest
chocolate.”
- FLORIDO 2012

4. Objectives:
Revenues Expenses

5. Objectives:
 To gain a profit growth of per annum.

6. Objectives:
 To increase Share of Heart by 5% per annum

8. Strength
 Steady supply of cocoa
 Quality guaranteed
 Variety of customers

9. Weakness
 Unrecognized brand and image

10. Opportunity
 Unique products
 unlike any others
 trendy and fusion products
 pioneer of the new market
 Agglomeration in Festival walk
 many brands sell chocolates in Festival Walk
 Cluster effect maximize potential customers

11. Threats
 Probability of price  Uncertainty of market
competition reaction to new product

13. Customer Analysis
Target market
Purchase for special Purchase on
occasion regular basis
Explorer Reformer Succeeder Struggler Mainstreamer Aspirer Resigned
High Middle Low
income income income

15. Product
 Core product:
 Flower chocolate
 Dark chocolate series
 Milk chocolate series
 Facilitating product
 Service for personalized flavor

16. Price
 Internal Factors
 Positioning
 High Quality  High Income Customer
 Product-Quality Leadership
 excellent service and product the cost.
 Cost
 High rent + Decoration + Fresh Flower
 Marketing Mix Strategies
 promotion and distribution. advertising costs.

17. Price
 External Factors
 Price Elasticity of Demand of our Target Customers
 price inelastic
 Competitors’ Pricing Strategies
 price at relatively higher provide high-end and luxurious
product and service

18. Price
 Pricing Approach
 Prestige Pricing
 price high  luxurious and elegant
 strengthen market position + establish brand name.
 Price-Adjustment Strategies
 seasonal discounts in low season to attract more customers.
 Bulk Purchase Discounts
 Discounts offer bulky. Attract purchase increase revenue

19. Place
 refers to the SHOP
distribution channel of
our business concept.
OFFICE
INTERNET

20. Place
 Shops: located at Festival Walk
 middle income residential area
 gathers a group of our target customer
 enjoy economies of agglomeration

21. Place
 Office: located at Tsim Sha Tsui,
 highly accessible
 perform as the ‘central business district’ of Kowloon
 brain of a company: market research, negotiation with
stakeholders & answer enquires

22. Place
 Internet:
 our most important distribution channel, not limit by
geographical boundary
 company website
 online shopping system
 social networking sites

23. Promotion
 Online Advertisement

24. Promotion
 Mass Media
 Printed Advertisement

25. Promotion
 Public Relation
 Speed Dating event: A chocolate workshop
 Chocolate booth

26. Milestone Advertisement
as promotion
5-months
continuously
Training
Market research Workshop
12/6 – 12/7
Official website
One-month Opening Ceremony
Facebook Fan Page
Recruitment Online Ads

27. Brought to you by……
 CHEN NGAI LUNG Alan, 11041629D
 CHIANG LOK HANG Charles, 11202770D
 CHIU TSZ TING Raky, 11029114D
 IP KA HEI Aimen, 11117739D
 SIU PO CHEUNG Steven, 11150818D