1. A
MARKETING

2. Company Information

3. Objectives:
 To gain a profit growth of
13% per annum.
Revenues Expenses

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

5. Strength Weakness
 Steady supply of cocoa  Unrecognized brand and
 Quality guaranteed image
 Variety of customers
Opportunity Threats  Uncertainty of
 Unique products  Probability of market reaction
 trendy and fusion products price competition to new product
 pioneer of the new market
 Agglomeration in Festival walk
 many brands sell chocolates in
Cluster effect maximize
potential customers

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

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

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

10. 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

11. Price
 Pricing Approach
 Prestige Pricing
 luxurious and elegant  High Price
 strength 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

12. Place
 refers to the
distribution channel of
our business concept.

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

14. 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

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

16. Promotion
 Online Advertisement

17. Promotion
 Mass Media
 Printed Advertisement

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

19. 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

20. Brought to you by……
GROUP C
 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
 Thank you!