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文文文文 (W1) OPERATION & MARKETING STRATEGY REVIEW – HONG KONG May 22, 2011

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a proposal to help a new resturant adopt local market environment and strategy.

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文鼎壹号 (W1)OPERATION & MARKETING STRATEGY REVIEW – HONG KONGMay 22, 2011

W1 MARKET STRATEGY

Who Are We? Where What When How

WHO ARE WE?

Market Positioning Competitor: Maxims Role = leader/follower Personality 個性 (localize product) Ultimate Goal 1-to-1-to Many (Word-of-mouth)

WHERE – DISTRIBUTION CHANNEL?

Objective: Make noise in the market Mall (cross-over) Direct Mailing Join Key Associations (HKGCC, HKIHRM…) Member card

WHAT TO DO?

Product/Services (Brand Concept) Differentiator Sustainable: value-added products/services

i.e. wine tasting, speed-dating Needs/desire Expandable Story telling

WHEN

Re-visit the operation model Promotion strategy, design fall year

marketing plan Cross-selling credit card, corporate card,

coupon, lucky draw and etc. Marketing/Printing material Technology promotion (iphone/ipad…)

HOW TO DO?

Revisit marketing/operation strategy (Under the market, customer favor…)

Pricing strategy/promotion strategy Collect feedback from front-and-back office Leverage technology (Openrice, weibo…) Celebrity Brand Concept

HTTP://WWW.HKHEADLINE.COM/DINING/RESTAURANT_DETAIL.ASP?ID=3064

OPENRICE

HONG KONG PUBIC HOLIDAY 2011

May 6 – Dragon Boat Festival Jun 19 – Father’s day Jul 1 – HK handover day Sep 12/13 – Moon festival Oct 1- China National day Oct 5 – 重陽節 Dec 22 – 冬至 Dec 25 to 27 – 聖誕節

HONG KONG PUBLIC HOLIDAY 2012

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W1 definitions

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W1 Introduction

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