Chocolate Factory Presentation

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In the course, Principles of Marketing Communication, I was equipped with marketing communication skills necessary for today’s global marketplace. Market and product consumption trends will be explored as well as principles and methods used by global marketers to promote their brands.

As one of the assignments for this course, I were ask to do a marketing communication plan for Chocolate Factory brand, a chocolate cafe. After analyze the situation of the café, my group and I came up with objectives: to increase awareness among chocolate lover and to build loyal customer base. We also have to come up with the message and channel for the communication as well.

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Chocolate Factory Presentation

  1. 1. Welcome to .. 21 Apirl 20 10 Live life chocolately “ Chocolate Fact.”
  2. 2. Agenda <ul><li>Situation Analysis </li></ul><ul><li>Insights of target audience(s) </li></ul><ul><li>Objectives </li></ul><ul><li>Concept for the launching of Chocolate Facts. </li></ul><ul><li>Marketing Communication Plan </li></ul><ul><li>Budget </li></ul><ul><li>Success measurement methods </li></ul><ul><li>Recommendations </li></ul>
  3. 3. Situation Analysis 1. Chocolate market trend 2. Café market trend
  4. 4. SWOT Analysis SWOT Analysis T S W O
  5. 5. SWOT Analysis <ul><li>Use high-quality chocolate in all of the chocolate menus </li></ul><ul><li>Various types of menus to choose from- few of the menus are very interesting and unique eg. Mango Chocolate Frappe </li></ul><ul><li>Catchy slogan- Live Life Chocolately </li></ul><ul><li>Clean </li></ul><ul><li>Friendly and helpful staffs </li></ul><ul><li>The shop was easy to access as it’s surrounded by escalators </li></ul>T S W O
  6. 6. Competitor Analysis Direct competitor   Chocolate Cafés Secondary competitors <ul><li>  </li></ul><ul><li>Third-place Cafés and Bakeries </li></ul><ul><li>Chocolate Specialized Shops </li></ul><ul><li>Mass Products at Supermarket </li></ul>
  7. 7. Target Audience Analysis Target Audience Analysis
  8. 8. Attributes Target Audience Analysis <ul><li>Age: 18 – 35 (Young adults and first jobbers) </li></ul><ul><li>Gender: Female 65%, Male 35% </li></ul><ul><li>Highly social – like to hang out with friends </li></ul><ul><li>Middle to upper socioeconomic class, university graduates </li></ul><ul><li>Urban </li></ul><ul><li>Opinion leader among social groups </li></ul>
  9. 9. Insights Target Audience Analysis <ul><li>Not price sensitive </li></ul><ul><li>Driven by quality, flavor and personal preference </li></ul><ul><li>Outgoing </li></ul><ul><li>Influencers: friends and media </li></ul><ul><li>Seek new and stimulating experiences </li></ul>
  10. 10. Parents vs. Young adults Target Audience Analysis
  11. 11. Objectives 1. To increase awareness among chocolate lovers <ul><li>number of fans in Facebook  1,000+ </li></ul><ul><li>number of people who play quizzes in Facebook  500+ </li></ul><ul><li>number of views of the drama series in Youtube, Chocolate Fact website, and Facebook  3,000+ </li></ul><ul><li>number of people who shares the drama series with their friends  500 </li></ul><ul><li>number of visitors of the web  3,000+ </li></ul><ul><li>number of time visitors spent on the web  3 </li></ul><ul><li>number of people participating in “Pass the Sweet Moment Forward” campaign  700 </li></ul><ul><li>number of invitations sent during the “Pass the Sweet Moment Forward” campaign  300 </li></ul><ul><li>number of people joining the Choco Life Café through the “Pass the Sweet Moment Forward” campaign  100 </li></ul>
  12. 12. Objectives 2. To build loyal customer base <ul><li>number of registrations of the Choco Life Café community  1,000 </li></ul><ul><li>number of subscriptions of the membership card  400 </li></ul>3. Others <ul><li>number of media coverage and its values  at least 3X </li></ul><ul><li>content analysis  favorable </li></ul><ul><li>number of participants showing on the launch event day  100 </li></ul><ul><li>sales  increased by 30% </li></ul>
  13. 13. Concept “ Live Life Chocolately ”
  14. 14. Concept <ul><li>C atchy and meaningful </li></ul><ul><li>E mphasize on the similarity of life and chocolate </li></ul><ul><li>L ife can be both bitter and swe et </li></ul><ul><li>W here customers can both come when they are happy as well as during their tough times </li></ul>
  15. 15. IMC June IMC Week 1 Press Release to print media Week 2 - Week 3 - Week 4 -
  16. 16. IMC July IMC Week 1 <ul><li>Facebook </li></ul><ul><li>Website + Choco Life cafe </li></ul>Week 2 <ul><li>Press Release to TV and online media </li></ul>Week 3 <ul><li>First episode of drama </li></ul>Week 4 <ul><li>Second episode of drama </li></ul>
  17. 17. IMC August IMC Week 1 <ul><li>Launch Event </li></ul><ul><li>Promotions </li></ul>Week 2 <ul><li>Promotions(contd) </li></ul>Week 3 <ul><li>Promotions(contd) </li></ul>Week 4 <ul><li>Promotions(contd) </li></ul>
  18. 18. IMC Media coverage of Press Release
  19. 19. IMC Coupon + Membership card
  20. 20. IMC Menu
  21. 21. Budget 193,772 Baht
  22. 22. Measurement <ul><li>1. To increase awareness among chocolate lovers </li></ul><ul><ul><li>number of fans in Facebook </li></ul></ul><ul><ul><li>number of people who play quizzes in Facebook </li></ul></ul><ul><ul><li>number of views of the drama series in Youtube, Chocolate Fact website, and Facebook. </li></ul></ul><ul><ul><li>number of people who shares the drama series with their friends </li></ul></ul><ul><ul><li>number of visitors of the web </li></ul></ul><ul><ul><li>number of time visitors spent on the web </li></ul></ul><ul><ul><li>number of people participating in “Pass the Smile Forward” campaign </li></ul></ul><ul><ul><li>number of invitations sent during the “Pass the Smile Forward” campaign </li></ul></ul><ul><ul><li>number of people joining the Choco Life Café through the “Pass the Smile Forward” campaign </li></ul></ul><ul><li>  </li></ul>
  23. 23. <ul><li>2. To build loyal customer base </li></ul><ul><ul><li>number of registrations of the Choco Life Café community </li></ul></ul><ul><ul><li>number of subscriptions of the membership card </li></ul></ul>Measurement <ul><li>3. others </li></ul><ul><ul><li>number of media coverage and its values </li></ul></ul><ul><ul><li>content analysis </li></ul></ul><ul><ul><li>number of participants showing on the launch event day </li></ul></ul><ul><ul><li>sales </li></ul></ul>
  24. 24. <ul><li>  </li></ul><ul><ul><li>Discard the current logo and use the current slogan as logo </li></ul></ul><ul><ul><li>The website needs continuous maintenance and all links should work properly </li></ul></ul><ul><ul><li>The menu sign should be in a much bigger size </li></ul></ul><ul><ul><li>The color palette used in the shop design should be more consistent with the ones used in other IMC materials </li></ul></ul><ul><ul><li>Change the current stiff-looking chairs and tables in the shop to a more comfy one </li></ul></ul><ul><ul><li>Use stickers of chocolate splatters to create a trace/path that leads CTW visitors from the central escalator to the shop </li></ul></ul>Recommendation
  25. 25. Thank you for you attention! Vinita Kasamsupapun 5045364328 Sarintorn Puangyoykeaw 5045366628 Orakan Chantaramungkorn 5045376928

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