marketing sem002 gp c
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HTM 2121TOURISM AND MARKETING SEM002Group C LAU Ellen 11302520D Mak Ka Tik, Roy 11317559D Ng Wing Chung, Witty 11367431D Wang Huihan, Freda 10834481D Zhang Xi yue, Everlyn 10813412D
Chocolatier
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Today’s presentationExternal environmental analysis
Opportunities and threats
Competitor analysis
Objective
Target marketMarketing Mix strategies and programs (4Ps)
Implementation Milestone
Marketing Budget
Marketing controls
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External environment analysis
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Demographic trends Chinese females travel consumption
amount
Growth rate of household consumption in China
Sales of premium chocolate 129% in past 5 years
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Ecological tendsSustainable chocolate production trend Utilize organic cocoas
-little pollution-Ensured qualities
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Technological trends Health-conscious consuming trend New technology to produce reduced-fat & fat-free chocolate items
Multi use trend Innovative technology to produce chocolate cocktails chocolate cosmic chocolate hotpots
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Political-legal trends Issue: Use of child labor and slaves in cocoa
farms e.g.15,000 children were working in the chocolate farms of Cote d'Ivoire
Establishment of a industry-wide labor standards
System for monitoring the industry
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Social-cultural trends Double side trends: Criticism: high-fat milk chocolates – threaten health
Popularity : contain antioxidant flavones- associated health benefits
Pursuit for ‘healthy chocolates’ -Low fat -Nutritious-Organic
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Opportunities and Threats
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Opportunities Satisfaction for ‘diet ’ trend- Low fat and calories
Satisfaction for ‘healthy and fit’ trend- Organic materials with rich nutrition
Best choice as souvenirs- Hong Kong as an attractive tourism destination- Specialty of Hong Kong-Chinese chocolate brand
Cooperation with hotel chains- Special promotional tool- Concentration on target market
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Threats Competition from other matured
companies (e.g. Godiva) Existing market share Recognizable brand Powerful promotion Imitation of brand concept - ‘Organic and Diet chocolate’- Diminishing uniqueness
Loss of potential customers
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Competitor analysisA new marketCurrent CompetitorGodiva ( similar image and
services at similar prices)
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Competitor analysis PRODUCT -Two production methods (enrobing and shell-
molding ) -Made by fine chocolate and high quality
ingredients -Two types of chocolates: Gold collection and
Piece by Piece PLACE -15 stores in Hong Kong -Luxury product shopping mall
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Competitor analysis PRICE Piece-by-Piece: HK$140 per 100gm. Gold Collection 8/15pcs: HK$150/$280 Gold Collection 25/32pcs: HK$450/$580.
PROMOTION Cooperate with Town gas Cooking Centre
Chocolates School for making chocolates class.
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Competitor analysis Strength High quality product Global brand Leader Complete sales net in the worldwide
Weakness Godiva chocolate’s price set on a high level
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Competitor analysis Opportunities Luxury image and positive brand name Close interaction between Hong Kong and
Mainland China
Threats Keen competition E.G: Agnes B operated its own chocolate
shop these years.
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Our Objectives...
To become a famous brand in Hong Kong
5% Market share in Hong Kong market
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According to Marbury (2009), foreign chocolate brands have captured 70% of the Chinese chocolate market.
70%
30%
Market share of choclatiers in China
Foreign chocolate brandsLocal
Our target:5% out of this 30%
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Become a famous brandHOW?
A high quality materials
Well-planned strategy An environmental
friendly way and sustainable development policy
High quality
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Target customer Mainland traveler in Hong Kong aged 26-45 Financially independent
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Target customers analysis Chinese traveler is a big group of
potential customers High demand of product and purchasing
power Our product can satisfy their wants
Healthy Psychology Purchase pattern
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Marketing Mix strategies and programs (4Ps) Positioning Mainland female traveler in Hong Kong
aged 26-47 Luxury brand Main competitor - Godiva Trailer made chocolate for Mainland female Hong Kong based company Cater cultural need
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Marketing Mix strategies and programs (4Ps) Products French woman Sophisticated Independent Stylish and modern
Femme Moderne
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Marketing Mix strategies and programs (4Ps) Products AUSTRALIAN VITAMINS CSR Organic cocoa bean
low-fat ingredient
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Marketing Mix strategies and programs (4Ps)
Chocolate bar
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Marketing Mix strategies and programs (4Ps) Seasonal design
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Marketing Mix strategies and programs (4Ps) Price
Godiva Femme Moderne
WinSpecial price for
the hotel guests Seasonal
discount
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Marketing Mix strategies and programs (4Ps) Place Business and leisure 5 stars chain hotels
ISLAND SHANGRI-LA Kowloon Shangri-
la Traders hotels
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Marketing Mix strategies and programs (4Ps) Promotion Free chocolate desert for the hotel
restaurant Hotel staff promote our chocolate Free chocolate gifts for hotel guests on
their birthday
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Milestones
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Budget (Unit=1,000 HKD)Budget
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Sales forecast(Unit=1,000 HKD)
Cost will exceed sales in the first yearProfitable in long term
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Marketing expense(Unit=1 HKD)
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Marketing controls
Questionnaire
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Marketing controlsCorrective actions Services Ensuring staff quality meets standard Lessons for improving service attitude
Food Consider another cocoa supplier to enhance
higher quality Develop more products that can attract different
customers
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Marketing controls Corrective Actions
Promotion Decreasing the budget of the least effective channel.
Cut the budget of the most effectiveness promotion channel and uses it to other new channels in order to test the market.
Remain one or two highest effective channels instead of multi channels if the promotion cost could not provide expected sales.
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ReferenceAustralian Vitamins. (n.d.). Cacao Beans: Raw Organic. In Australian Vitamins.Retrieved Mar 7, 2012, from http://www.australianvitamins.com/products/view/908.Price. China.com. (2006). 中國女性生活狀態報告 . In China.com. Retrieved 2006, from http://big5.china.com.cn/info/zhuanti/nxsh/node_7003138.htm. Godiva. (n.d.). Godiva Chocolatier. Retrieved March 8, 2012, from http://www.godiva.com.hk/ HIGHBEAM BUSINESS. (2011). Chocolate and Cocoa Products market. In HIGHBEAM BUSINESS. Retrieved March 8, 2012, from http://business.highbeam.com/industry-reports/food/chocolate-cocoa-products
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ReferenceHKTB. (2010). Visitor arrival statistic. In HKTB . Retrieved 2010, from http://tw.partnernet.hktb.com/pnweb/jsp/comm/index.jsp?pageContent=%2Fjsp%2Frso%2Frso_pub.jsp&charset=b5. In N Marbury (Chair)(2009). Paper presented at Godiva brand brief. H.Smith. (1935). 中國人的性格 . In angelfire. Retrieved 2010, fromhttp://www.angelfire.com/hi/hayashi/xinge.html. Karyu Realty Ltd. (n.d). Retrieved March 21,2012, from http://smeitrade.com/showroom/model/T0126/templateCategoryProductList.do?ParentId=1326965323672000479&webId=1318559973524012836&editCurrentLanguage=1318559973556012837. Leanne, M. (2011). Top 10 Luxury Chocolatiers. In The Asia City Network. Retrieved March 21,2012, fromhttp://hk.asia-city.com/restaurants/article/top-10-luxury-chocolatiers.
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ReferenceNational Bureau of Statistics of China.Retrieved March 8, 2012, from http://www.stats.gov.cn/ Net MBA Business knowledge Center. (n.d.). The Marketing Mix (The 4 P's of Marketing). In Net MBA.Retrieved Mar 7, 2012, from http://www.netmba.com/marketing/mix/
Qunar. (2010).女性旅遊報告趨勢 . In Qunar. Retrieved 2010, from http://hot.qunar.com/download/2010womentravelreport.pdf.
The Epoch Times. (2005). 中國女性生活質量報告 .In The Epoch Times . Retrieved 2006, fromhttp://tw.epochtimes.com/b5/6/3/2/n1242531.htm.
Ycharts. (2011). Rocky Mountain Chocolate Factory Gross Profit Margin. In Ycharts. Retrieved March 21,2012, from http://ycharts.com/companies/RMCF/gross_profit_margin.
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