The document outlines a marketing plan for a chocolate café called 'Choco Life,' targeting young adults aged 18-35. Key objectives include increasing brand awareness and building a loyal customer base through social media engagement and events. The plan includes a detailed communication schedule, budget, and recommendations for improving the café's ambiance and marketing materials.

1. Welcome to .. 21 Apirl 20 10 Live life chocolately “ Chocolate Fact.”

2. Agenda Situation Analysis Insights of target audience(s) Objectives Concept for the launching of Chocolate Facts. Marketing Communication Plan Budget Success measurement methods Recommendations

3. Situation Analysis 1. Chocolate market trend 2. Café market trend

4. SWOT Analysis SWOT Analysis T S W O

5. SWOT Analysis Use high-quality chocolate in all of the chocolate menus Various types of menus to choose from- few of the menus are very interesting and unique eg. Mango Chocolate Frappe Catchy slogan- Live Life Chocolately Clean Friendly and helpful staffs The shop was easy to access as it’s surrounded by escalators T S W O

6. Competitor Analysis Direct competitor Chocolate Cafés Secondary competitors Third-place Cafés and Bakeries Chocolate Specialized Shops Mass Products at Supermarket

7. Target Audience Analysis Target Audience Analysis

8. Attributes Target Audience Analysis Age: 18 – 35 (Young adults and first jobbers) Gender: Female 65%, Male 35% Highly social – like to hang out with friends Middle to upper socioeconomic class, university graduates Urban Opinion leader among social groups

9. Insights Target Audience Analysis Not price sensitive Driven by quality, flavor and personal preference Outgoing Influencers: friends and media Seek new and stimulating experiences

10. Parents vs. Young adults Target Audience Analysis

11. Objectives 1. To increase awareness among chocolate lovers number of fans in Facebook  1,000+ number of people who play quizzes in Facebook  500+ number of views of the drama series in Youtube, Chocolate Fact website, and Facebook  3,000+ number of people who shares the drama series with their friends  500 number of visitors of the web  3,000+ number of time visitors spent on the web  3 number of people participating in “Pass the Sweet Moment Forward” campaign  700 number of invitations sent during the “Pass the Sweet Moment Forward” campaign  300 number of people joining the Choco Life Café through the “Pass the Sweet Moment Forward” campaign  100

12. Objectives 2. To build loyal customer base number of registrations of the Choco Life Café community  1,000 number of subscriptions of the membership card  400 3. Others number of media coverage and its values  at least 3X content analysis  favorable number of participants showing on the launch event day  100 sales  increased by 30%

13. Concept “ Live Life Chocolately ”

14. Concept C atchy and meaningful E mphasize on the similarity of life and chocolate L ife can be both bitter and swe et W here customers can both come when they are happy as well as during their tough times

15. IMC June IMC Week 1 Press Release to print media Week 2 - Week 3 - Week 4 -

16. IMC July IMC Week 1 Facebook Website + Choco Life cafe Week 2 Press Release to TV and online media Week 3 First episode of drama Week 4 Second episode of drama

17. IMC August IMC Week 1 Launch Event Promotions Week 2 Promotions(contd) Week 3 Promotions(contd) Week 4 Promotions(contd)

18. IMC Media coverage of Press Release

19. IMC Coupon + Membership card

20. IMC Menu

21. Budget 193,772 Baht

22. Measurement 1. To increase awareness among chocolate lovers number of fans in Facebook number of people who play quizzes in Facebook number of views of the drama series in Youtube, Chocolate Fact website, and Facebook. number of people who shares the drama series with their friends number of visitors of the web number of time visitors spent on the web number of people participating in “Pass the Smile Forward” campaign number of invitations sent during the “Pass the Smile Forward” campaign number of people joining the Choco Life Café through the “Pass the Smile Forward” campaign

23. 2. To build loyal customer base number of registrations of the Choco Life Café community number of subscriptions of the membership card Measurement 3. others number of media coverage and its values content analysis number of participants showing on the launch event day sales

24. Discard the current logo and use the current slogan as logo The website needs continuous maintenance and all links should work properly The menu sign should be in a much bigger size The color palette used in the shop design should be more consistent with the ones used in other IMC materials Change the current stiff-looking chairs and tables in the shop to a more comfy one Use stickers of chocolate splatters to create a trace/path that leads CTW visitors from the central escalator to the shop Recommendation

25. Thank you for you attention! Vinita Kasamsupapun 5045364328 Sarintorn Puangyoykeaw 5045366628 Orakan Chantaramungkorn 5045376928