r&m ppt (fin)

Chan Mei Wan, Melva 08579292DChung Hau Lam, Rainbow08559072DChoi Wai Ting, Kris 08564788DYan Wing Ki, Jackie 08501570D

Jellyfish @ Home Aquarium

1

Retail Mix Strategy at Ocean Park

2

3

Overview

4

Our Business Our Business IdeaIdea

5

Home Jelly (A themed souvenir shop in Ocean Park)

Theme: Creating their home aquarium Location: Around the Sea Jelly Spectacular Merchandise Assortment: 1. Themed design water tank and related appliances2. Captive-bred seahorses, corals and jellyfishes3. Aquarium related book, magazines and video4. Animated marine creatures products such as keychain

Target Market &

Business Mission

6

Target MarketTarget Market

7

Primary market• Local Market- Family with children- Couples- Marine lovers

Secondary market• Mainland tourist- Family with children- Couples

Target MarketTarget Market

8

Satisfy their need about • Increasing their understanding about

marine life• Interacting with the marine creatures

Strong emotional tie• Encourage their buying and visiting

Business MissionBusiness Mission

9

• Inspire visitors to the wonders of aquarium

• Extend their memory about visiting Sea Jelly Spectacular and the Ocean Park

• Differentiate our store from other souvenir shops and aquarium shops

- Provide unique and exclusive merchandise with the competitive pricing

- Personal selling

Situation Audit

Market FactorCompetitor Factor

Environmental Factor

10

Market FactorMarket Factor

11

Competitor Competitor FactorsFactors

12

Environmental Environmental FactorsFactors

13

Retail MixLocation

Merchandise AssortmentsCustomer Service

Store Design & LayoutCommunication Mix

Pricing Strategies

14

Location

15

Official Guide Tour of Ocean Park

Sea Jelly Spectacular (SJS)

• A rather new attraction installed in 2006• An aquarium with more than 1,000 jellies• It is situated next to the Cable Car Station

Why Ocean Park? Why Ocean Park? Why SJS?Why SJS?

Reasons for opening our store next to the Sea Jelly Spectacular (SJS) :

SJS is a popular & unique attraction

Our store is going to serve as a

complement of SJS

SJS is easily accessible located at aside of Cable Car Station SJS visitors

are going to be attracted

A large pool of potential customers

can be attracted

Customer Service

19

Specialists’ Specialists’ ConsultationConsultation

Confident Benefits:Acquire further knowledge & Information about aquariumMore confident & Interested in raising marine creature

Workshops – Create Workshops – Create Your Aqua World Your Aqua World

Extend your memory of Ocean Park

Storage ServiceStorage Service

Provide Convenience

Merchandise Assortments

23

Key CategoriesKey Categories

Marine Creatures

Aquarium-related

Equipments

Books, Magazines & Videos

Non-living items as Souvenirs

Key CategoriesKey Categories

Our AssortmentsOur Assortments

Store Layout/Design/Display

Visual MerchandizingAtmospherics

Spacing

28

A. Visual A. Visual Merchandising: Merchandising:

FixturesFixturesWooden Racks & Slat-wall Displays

http://hk.wrs.yahoo.com/_ylt=A8tU32u60uRJVZQAXVW.ygt./SIG=129h1jp94/EXP=1239819322/**http%3A//www.technisteel.co.uk/assets/images/SLAT_J.JPG

http://hk.wrs.yahoo.com/_ylt=A8tU32tz1.RJVaEAj52.ygt./SIG=13eliqvm8/EXP=1239820531/**http%3A//wholesale-store-fixtures.com/images/slatwall_adjustable_literature_holder_small.jpg

http://hk.wrs.yahoo.com/_ylt=A8tU326t1.RJMc8AIEi.ygt./SIG=12fn5r1s8/EXP=1239820589/**http%3A//www.advertisingindustries.com.au/images/18270sml.jpg

Books & Magazine

Ranks

FixturesFixtures

http://hk.wrs.yahoo.com/_ylt=A8tU327ax.RJbGwAXXW.ygt./SIG=11r1t9qjb/EXP=1239816538/**http%3A//www.storefix.com/fast/25BSOP.jpg

http://hk.wrs.yahoo.com/_ylt=A3xsaCd16OVJTPsALSi.ygt./SIG=12e7hi72g/EXP=1239890421/**http%3A//www.penninebooks.co.uk/Ebay/Aquarium%2520Design.jpg

http://hk.wrs.yahoo.com/_ylt=A8tU322f6OVJh74AMjG.ygt./SIG=139mkb3rk/EXP=1239890463/**http%3A//www.aquariofil.com/photo_catalog/000_couverture_aquarium_a_la_maison.small.jpg

http://hk.wrs.yahoo.com/_ylt=A8tU32zQ6OVJqTAAoZS.ygt./SIG=126c8ur1i/EXP=1239890512/**http%3A//www.fishlore.com/Pictures/fama_magazine.jpg

http://hk.wrs.yahoo.com/_ylt=A3xsaCTo6OVJT5YAB0..ygt./SIG=12it9rckf/EXP=1239890536/**http%3A//www.fishchannel.com/images/covers/fama0710shop_main.jpg

http://hk.wrs.yahoo.com/_ylt=A3xsaCbh6eVJ4hQBZne.ygt./SIG=11uem9lt8/EXP=1239890785/**http%3A//www.arcatapet.com/fullsize/8785.jpg

http://hk.wrs.yahoo.com/_ylt=A8tU320c6.VJn9QASQG.ygt./SIG=126q9r1r7/EXP=1239891100/**http%3A//www.fishbookstore.com/images/BAR-SWAQHB.jpg

http://hk.wrs.yahoo.com/_ylt=A8tU321X6.VJn9QAtQy.ygt./SIG=126gcf18d/EXP=1239891159/**http%3A//www.fishbookstore.com/images/BAR-AQPLTS.jpg

FixturesFixturesAquariu

m Fixtures

http://hk.wrs.yahoo.com/_ylt=A8tU32vv7OVJf6oAGXC.ygt./SIG=14hou1l6r/EXP=1239891567/**http%3A//a1272.g.akamai.net/7/1272/1121/20060106214240/www.drsfostersmith.com/images/Categoryimages/normal/p_rd_16923_24647.jpg

http://hk.wrs.yahoo.com/_ylt=A3xsaCUL7eVJmskAsDK.ygt./SIG=12eekbulm/EXP=1239891595/**http%3A//www.thatpetplace.com/images/presentation/P44612.jpg

http://hk.wrs.yahoo.com/_ylt=A3xsaCRR7eVJiE4AYEu.ygt./SIG=1303a9j9k/EXP=1239891665/**http%3A//www.aquariumspecialty.com/catalog/images/AquaTekLight_46Angled_Sm.jpg

http://hk.wrs.yahoo.com/_ylt=A8tU325v7eVJUdwA5de.ygt./SIG=122b05m3g/EXP=1239891695/**http%3A//www.globeaqua.com/images/orbit_hki5.jpg

For Decoration Purpose

http://hk.wrs.yahoo.com/_ylt=A3xsaCU96uVJJ70AwFy.ygt./SIG=120qp7r2g/EXP=1239890877/**http%3A//www.luxist.com/media/2006/02/2_lg.jpg

For Demonstration Purpose

http://hk.wrs.yahoo.com/_ylt=A3xsaCYi5eVJGQAB01e.ygt./SIG=12a0re2tc/EXP=1239889570/**http%3A//prdiving.com/images/photos/sea-horse-picbig.jpg

http://hk.wrs.yahoo.com/_ylt=A3xsaCYi5eVJGQAB4Fe.ygt./SIG=129vdj0bu/EXP=1239889570/**http%3A//static.flickr.com/212/496849920_897635b486.jpg

http://hk.wrs.yahoo.com/_ylt=A8tU32zJ5eVJ1iEA.cq.ygt./SIG=12bk7co3e/EXP=1239889737/**http%3A//static.flickr.com/3090/3151638114_b134fe47d4.jpg

http://hk.wrs.yahoo.com/_ylt=A3xsaCXl5eVJ6Z4ACqq.ygt./SIG=12arg72uj/EXP=1239889765/**http%3A//static.flickr.com/1374/566214071_7fa333147c.jpg

http://hk.wrs.yahoo.com/_ylt=A8tU32yQ5eVJvycAZ16.ygt./SIG=12bt0sbpo/EXP=1239889680/**http%3A//static.flickr.com/2073/2457163127_c9880a93cc.jpg

http://hk.wrs.yahoo.com/_ylt=A3xsaCeg5eVJ1eIAFoW.ygt./SIG=12bp1d60c/EXP=1239889696/**http%3A//static.flickr.com/3161/2746009032_7e63a31de7.jpg

http://hk.wrs.yahoo.com/_ylt=A3xsaCeg5eVJ1eIAEIW.ygt./SIG=12bgfqv2o/EXP=1239889696/**http%3A//static.flickr.com/1155/1383597900_5469c9e6d7.jpg

A. Visual Merchandising: A. Visual Merchandising: Presentation TechniquesPresentation Techniques

Idea-Orientated Presentatio

n

http://hk.wrs.yahoo.com/_ylt=A3xsaCRD3.VJcVoAD8y.ygt./SIG=127ktkr8a/EXP=1239888067/**http%3A//static.flickr.com/15/90210147_c1df8469db.jpg

http://hk.wrs.yahoo.com/_ylt=A3xsaCcD4eVJjNMAKz..ygt./SIG=125t34j9n/EXP=1239888515/**http%3A//www.theaxiom.com/forsale/glass-coffee1.jpg

B. AtmosphericsB. Atmospherics1. Lighting• Create a harmonious atmosphere, i.e. ‘emotional

attachment’• Highlight special items / displays, i.e. ‘popping the

merchandises’

2. Colour• Outside store: Cool colour (dark blue) with streams of

rainbow light • Inside store: Warm colour (light brown) with streams

of rainbow light

3. Music• Music of ocean, i.e. sound of dripping water, sound of

whales, etc.

C. Spacing: Store C. Spacing: Store LayoutLayout

• Free-form layout / Boutique layout

C. Spacing: Store C. Spacing: Store LayoutLayout

C. Spacing: C. Spacing: Signage and Signage and

GraphicsGraphics

Aqua’s Home

Aqua’s Knowledge

Aqua’s Appliances

Aqua’s Fun

C. Spacing: Allocation of C. Spacing: Allocation of Merchandise CategoriesMerchandise Categories

Aqua’s Knowledge

Communication MixPublic Relations

Advertising Sales PromotionDirect Marketing

44

A. Public A. Public RelationsRelations

45

B. AdvertisingB. Advertising

46

No No Frequent Frequent

Sales Sales PromotioPromotio

nn

C. Sales PromotionC. Sales Promotion

47

D. Direct Marketing: D. Direct Marketing: Customer Retention Customer Retention

ProgramProgram

48

Pricing Strategies

49

Prices for Merchandise Prices for Merchandise in Key Categoriesin Key Categories

50

51

Leader PricingLeader Pricing

52

Competitor PricingCompetitor Pricing

53

54

Growth Growth OpportunitiesOpportunities

55

Growth Opportunities Market Attractiveness

Competitive Position

Market Penetration

Increase the size of the present store

High High

Increase the amount of merchandises in the stores

High High

Open additional kiosks with Ocean Park

High High

Market Expansion

Open stores outside Ocean Park

HighMedium

Retail Format Development

Through electronic channel to order tanks & equipment

HighMedium

Diversification

Open café aquarium targeting middle-class

Medium

Open home aquarium selling broader categories of fish, not only salt water fish

High Low

Manufacture and sell décor furniture

Low High

Conclusion

56

57

Free-standing

StoresCustomer Service

Merchandise

Assortment

PricingCommunication Mix

Store Display

And Design

Location

Strategy

58

Location

Pricing

Communication Mix

Store Design

and Display

Customer Service

A Few Categories

Private Labels

Few Items in Each Category

Assortment Strategy

59

Location

Communication Mix

Store Design

and Display

Customer Service

Merchandise Assortment

Modest with sales

Follow the leader

Pricing Strategy

60

Communication Mix

Magazine, Internet Ads

Special Event

Store Design

And Display

Customer ServiceLocation

Pricing

61

Store Design and Display

Free-form / Boutique Layout

Customer Service Location

Merchandise Assortments

PricingCommunication Mix

62

Customer Service

Plenty Location

Pricing

Communication Mix

Store Design and Display

63

The End

Q&A

64

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