htm 2121 sem008 - chocolatier
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HTM 2121Marketing Plan about selling
Ko Wing Fung, Andy 11009504DChan Ka Shan, Kathy 11026954D
Yu Ka Wai, Alexa 11190834DWong Wing Lam, Cindy 11034973D
Wong Pui Hei, Parrick 11268750D
By
RundownIntroduction
Analysis on the internal and external environment
Consumer Behavior
Segmentation, Targeting and Positioning
Direction, Objectives & Marketing Support
Marketing strategies and program – 4Ps Market budget plan
Marketing control
Understanding Market and customer
• Many teenagers like to buy chocolates – for own consumption – send to friends as a gift
• Our company is a partnership business
• have experience on making chocolates
• sell hand-made chocolate
Introduction
Internal
External
Business environmen
t
• Resources of the company– Human Resources– Financial Resources
• Supply• Competitors and substitutes– Large-scale chocolatier– Snack shop & chocolate shop in
shopping mall– DIY chocolate shop
Internal Environment
• Human Resources (Partnership)– Bear the risks of the company– Morale is relatively higher– Years of chocolates production
experience– Ensure good quality
• Financial Resources– Insufficient capital– Difficult to expand the scale
Resources of company
• Local chain suppliers– Price are relatively low
• Import from foreign country– More expensive
• Concern the stability of the suppliers and the quality of the materials
• Business relationship
Supply
• Large-scale chocolatier• Sell their products in the supermarkets
and different chain stores like Meiji
• Snack shop in the shopping malls• Attracting teenagers
• Chocolate Shops in the shopping malls• Selling high quality chocolate
• Other DIY chocolate shop
Competitors and substitutes
• Main competitors: DIY handmade chocolatiers
• Affection
• Differentiation with Affection
Focus of the productsSupplier and materials used in the production Selling Price of its products
Main competitor analysis
PoliticalNatural Resourc
es
Economical
Technological
External environment
• Political– Guidelines of the usage of
preservation• Natural resources– Environmental protection acts like
by using organic chocolate is crucial– using synthetic fertilizer or
pesticides
Political and Natural resources
• Income of customers– Affordability and purchasing power
• Spending pattern of customers– Propensity to consume- willingness to
save consume?• Global economic condition– Business cycle, exchange rate
Economical
• Use of machine– Mass production– Control the production cost
• Promotion– Use of internet, Social media
Technological
• Affected by – Culture– Subculture– Class
• Influenced by social connections• Personal factors• Other factors
Understanding Market and Customers
• People are more concern about healthy lifestyle
• More careful to choose the type of snacks
• Government implemented nutritional labeling policy
• School restrict canteen to sell junk food
Cultural, subculture factors
• Customer influenced by social connections– Peer pressure from friends or
classmates– More appreciating to listen the
comments from their friends• Personal factors– Like to try the new product from
different companies
Social connections and personal factors
• Teenagers concern more about the appearance of the packages– Peer influencing power– Positive comment
• Consider the price– Cannot afford expensive products
Other factors
• Survey- “Analysis of chocolate market demand in Hong Kong”– Teenagers buy chocolate from
supermarket & confectionery shop– Contribute over 80% of the total
market share– 58.16% of them will buy chocolate as
gift during festivals– 45.68% will prefer to buy the
handmade chocolate
Consumer behavior
• Segmentation– ‘Income’ and ‘Age’ as our segment
variables– Target customers with teenage and
low to middle income• Targeting– Focus on marketing attention– Aged 13-19– Willing to spend pocket money to buy
snacks– Focus on appearance of the products
Segmentation, Targeting &Positioning
• Positioning– Create an unique image in the
market, – Have the most unique design and
special packing– Buy our products as gifts to send to
others during festivals • Valentine’s Day• Christmas Eve
Segmentation, Targeting &Positioning
• Financial Objectives
Planning direction, objective & marketing support
Planning direction, objective & marketing support
• Marketing Objectives– Chocolate is not only the snack, but a gift
which represents love and caring– Presenting and introducing our
brand/products to our target customers (promotion)
– Develop and introduce three new products in the coming year
– Open a new branch after three year and open 1 branch yearly afterward
– Ultimate goal • To expand distribution to supermarket within
7 years.
Planning direction, objective & marketing support
Marketing strategy and program
Product
Price
PlacePromoti
on
Marketing 4Ps
• Target customer : teenagers (Aged 13-19)
• Handmade chocolates • Raw materials: Dark chocolate
with different % of bitter and milk chocolate
• To create some special collections of chocolates
Product
Product Why?
Milk chocolate Familiar flavor
Dark chocolate Familiar flavor
Low fat & sugar chocolate Healthy & ↓ calories
Fruitful chocolate ,e.g orange ,strawberry
Taste good and familiar
Hazel nuts ,rum wine, truffle popularMilk chocolate with different English letter
Special decoration
Chocolate with different shape ,e.g star, heart ,circle
special
• Buy the handmade chocolate during some special festivals e,g. Valentine’s Day– For gift
• ∵ Concern on the appearance of the whole package– Different packing other than normal one– Customer to pack the chocolate by themselves– Choose different types of chocolate by their own– E,g. Choose the chocolate with words and
combine into a name or any words• Unique • Beautiful• Some beautiful packaging boxes
Product
• Internal factors – Marketing objectives• Set the minimum possible price so as
to attract teenagers
– Cost of production• Considering the total cost involved &
target sales revenue
– Marketing mix variables• Total budgeted promotion expense• Huge cost incurred
Price
• External Factors– Market and Demand– Allocate more resources & cost on the
product which has a higher demand– Questionnaire Milk chocolate flavor– Produce more milk chocolate-related
product to attract more teenagers– Earn more revenue– Becomes the market share leader
Price
• Cost-based pricing– Depending on the production cost
involved• Reasons:– Affordability of teenagers• Limited income• Marketing objectives• Presenting the value of the product
Price
Price list
• Direct selling distribution channel– Produce and sell in our own outlet
• Selling handmade chocolate– Easier to receive feedback from
customer directly + carry out marketing control
• Hard to have mass production– Cannot afford the cost of slotting
allowance if we sell through retailers
Place
• Location : Mongkok CMTA centre• Size of targeted booth: 170 sq ft• Rental cost: $8800 per month
Place
• 7 promotional strategies1.Official website2.Facebook webpages3.Provide coupons4.Booklets5.After-sales service6.Workshops7.Free trying
Promotion
• Providing more information to public -> Products’ ingredient and packaging introduction -> Releasing the latest promotion• Membership -> Sending the latest promotion and events -> Free birthday gift and Birthday cards -> Providing discountsGoal : - To enhance their loyalty- To provide a platform to public who can know more our brands
Official website and facebook
Provide coupons
• Through other websites (Jet So.com) -> People will have willing to try more new products -> Share with friends and more people can try our products -> Know more products when they come and our staff recommend
Goal : - To enhance profit- More customers come and buy
Providing coupons
• Different visions-> E.g. Birthday, Valentine’s Day, Mothers’ Day collection
-> Packaging promotion -> Provide general information
Goal : - People can share the booklets to others and more people can get our messages- To provide the fruitful feeling to customers
Booklets
• To help customers send the gift and card to their love
• Provide convenience -> Unable send the gift will miss a chance to present the love
Goal : - To establish the goodwill- To establish the icon of love sender - To attract more customers - To increase the profit
After sale services
• Experienced tutor-> Customer can produce beautiful and good taste chocolate
• Providing a chance to customer produce their unite product-> Really represent their love-> Unforgettable memory for them
Goal :- Brand can equal to gift and love- The fees can increase the profit
Workshops
• Set up booth nearly the shop-> attract more people pay attentions to our shop
• Promote the special products-> taste and attract them to buy-> know our brand and products directly-> collect the feedback easily
Goal :- More people know our brand - To enhance the profit if they buy our products after they taste- People will focus on our new brand immediately
Free trial
-The Promotion The details The period of the promotion
The person who responsible
Official website Establish and update Keep going Patrick and Kathy
Facebook webpage Establish and manager the membership
Keep going Kathy and Andy
Booklets Design and research Every months Alexa and Cindy
After-sales service Set up the details and select the employees
Keep Going Andy and Patrick
Workshops Be tutor, design the course and control the cost
Every two week (having course)Keep going (design the course)
Cindy, Kathy and Alexa
Booth for free trying Apply from the mall, produce the chocolate and make the promotion materials
The first month of business begin
Andy, Patrick and Cindy
Implementation milestone
• Projected Sales– Stable growth of
sales– Growing trend to put
focus on healthy– Relevant product
would attain highest growth rate
– Provide a new idea and choice for teenagers
Marketing budget plan
Target Sales revenue: $174,000
= 10%
Marketing strategy and program
• Annual plan control• Profitability control• Productivity control• Strategic control• Apply to 4Ps elements
Marketing control
• Product– Interview or survey conducted by
customer– Giving incentive like discounts– Know whether customer satisfied or not– Know how to enhance the quality
• Promotion– Evaluating the volume of sales per
month– Survey on how customer know our shop
Marketing control
• Price– Review pricing strategy regularly– Forecast and review the sales and
cost• Know the change in market demand• Review the profitability
– Make change on pricing strategy if necessary
Marketing control