Post on 08-Sep-2018
A COMMUNICATION CAMPAIGN PROPOSAL FOR TECK SOON TEA BAGS
Elisa S F Chung
A Project Submitted
in Partial Fulfillment of the Requirements for the Degree of
Master of Arts in Communication
Supervisor Dr Kara Chan
School of Communication Hong Kong Baptist University
Hong Kong June 2006
2
Acknowledgements This graduation project was finalized under the supervision of Dr Kara Chan I am especially indebted to Dr Chan for her advice and support in the preparation of this project Her comments and suggestions made this project a success
_____________________________ Elisa S F Chung
MA in Communication
School of Communication Hong Kong Baptist University
Date 26 June 2006
3
Table of Contents
Page
I Executive Summary 4
II Situation Analysis 6
A Company Analysis 6
B Consumer Analysis 9
C Market and Product Analysis 18
D Competitor Analysis 22
E SWOT Analysis 28
III Problem and Opportunity Statement 30
IV Target Market Profile 31
V Objectives 33
A Marketing Objectives 33
B Advertising Objectives 33
VI Marketing Communication Campaign Overview 34
A Advertising Strategy 34
B Sales Promotion Strategy 42
C Public Relations Strategy 43
VII Budget 46
VIII Campaign Evaluation 48
IX Conclusion 50
X References 51
XI Appendixes 52
4
I Executive Summary
Teck Soon Hong Ltd was established in 1946 It manufactures and sells various
varieties of small-pack teas and tea bags in Hong Kong China as well as European
and American countries A survey conducted by this author in May 2006 revealed that
poor brand awareness and unpopular brand image on Teck Soon in Hong Kong are the
key problems of Teck Soon tea bags In order to enhance the awareness and image on
the brand and its products in the Hong Kong market a communication campaign on
Teck Soon tea bags will be launched in Hong Kong in 2007 and will last for a year
The objectives of this campaign are to increase the brand awareness to 50
among the target audiences (working population aged 25 - 54) and to increase sales by
20 by the end of the one-year campaign in 2007
With a view to achieving the above objectives effectively an advertising
campaign covering a TV commercial and print advertisements are created to
disseminate the key messages that Teck Soon tea bags are made of natural and high
quality ingredients and provides a convenient way for consumers to have healthy
relaxing and refreshing drinks in busy daily life TV current affairs and leisure
magazines Internet website and MTR are proposed to be the media channels of the
advertisements A flighting media schedule is proposed Other marketing
5
communication tools such as sales promotion and public relations will also be used
throughout the campaign
It is expected that the whole campaign will spend a total of about HK$3362000
In order to measure the effectiveness of the whole campaign campaign
evaluation will be conducted at the end of 2007 using the method of posttesting The
evaluation of consumersrsquo awareness and recognition of the brand and products
promoted will also serve as benchmarks for future campaigns to develop
6
II Situation Analysis
A Company Analysis
i Corporate profile
Teck Soon Hong Limited a wholly-owned subsidiary of China Resources
(Holdings) Co was founded in Hong Kong in 1946 and marketed in a great variety of
different teas It has invested in Teck Soon Hong (Zhuhai) Health Food Company
Limited for the production research development and marketing of Teck Soonrsquos
various varieties of small-pack teas and tea bags with a total investment of
US$35000001 Its tea bags were first introduced to Hong Kong in 19972 Teck Soon
teas are now sold in Hong Kong China Southeast Asia European and American
countries
Teck Soon incorporates the concepts of Modern Natural and Healthy into its
tea products Its objective is to establish the Teck Soon brand as one of the leading
brands of Chinese teas
The company is located in the Nanping Science and Technology Industrial Park
in the State High-grade Technology Industries Development Area of Zhuhai It has
gained the reputation of being a ldquogreen factoryrdquo through rational planning in the park
1 Website of Teck Soon Tea (www tecksoonteacom) 2 Wen Wei Po (September 8 2001)
7
and a full complement of environmental protection facilities
To ensure that its tea products reach the highest levels of quality Tech Soon has
invited the top tea research organization in China the Tea Research Laboratory of the
Chinese Agricultural Science Institute as a cooperating unit responsible for the
quality control work of Teck Soon tea The companyrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene
Additionally the company has set up a tea laboratory engaging professional staff
mostly comprising of professors and researchers to continually research and develop
a range of healthy teas and organic teas Their efforts are aimed at creating teas with a
unique and lasting appeal developing and expanding the cultural tradition of Chinese
tea and creating new classics for modern tea culture
ii The Brand
As a new generation of consumers has arisen with greater demand of quality of
life Teck Soon tea has positioned itself to meet the requirements of modern
consumers It has set the objectives of producing ldquomodern natural and healthyrdquo
products to spread the brand message ldquoChinese Tea ndash Teck Soon Tea ndash Modern Teardquo
8
to consumers
- Modern Teck Soon is committed to promoting a modern Chinese tea
culture by creating a new image combining the tradition with the modern
In its processing production techniques business management brand
management and advertising Teck Soon takes into account the taste of
modern consumers and market demands
- Natural The raw materials of Teck Soon tea are all harvested from natural
pollution-free tea plantations and are processed to national standards and
subject to stringent quality control testing before becoming part of the
Teck Soon tea products
- Healthy Teck Soon aims that its tea products will give consumers the
taste of the flavour of running water of the mountains and feelings of a
cleansed soul and the wellness of body and mind
9
B Consumer Analysis
Tea is a kind of drinks that Hong Kong people are familiar with In the past few
years Hong Kong people are more cautious about their health subsequent to the
outbreak of Severe Acute Respiratory Syndrome (SARS) As medical studies have
revealed that drinking tea is good to health and helps prevent diseases it is expected
that more Hong Kong people will consider tea as a kind of healthcare beverages and
drink tea in their daily life Hong Kong people generally have long working hours A
survey conducted by the Clothing Industry Clerical And Retail Trade Employees
General Union from April to June in 2005 found that about 50 of the 414 people
interviewed worked more than 10 hours a day and 111 of the respondents worked
seven days a week throughout the year3 With long working hours people need to
save time in work as well as in family life So the availability of tea bags thus
provides Hong Kong people with a convenient way to drink tea
i Survey Research
A survey research was conducted by the author in May 2006 The objective of
the research is to collect the latest usage and profile information of tea bag consumers
A structured questionnaire was designed for this research and delivered to a
3 Apple Daily (July 14 2005) A04
10
convenient sample of 70 respondents recruited through personal contacts The survey
questionnaire and results are shown in Appendix I The questionnaire consisted three
parts The first part collected information about the consumption behaviour of the
consumers and factors they considered when buying tea bags The second part aimed
at finding out respondentsrsquo general impression and perception towards Teck Soon tea
bags and other competitors The final part collected respondentsrsquo demographic and
psychographic information
ii Survey Results and Analysis
A total of 70 sample respondents 35 male and 35 female were recruited through
personal contacts Eight-six per cent of them aged 25 - 34 6 aged 35 - 44 and 6
aged 45 - 54 Among the respondents 80 were tertiary educated or above while
47 and 24 worked in clerical and professional jobs respectively More than half
(57) of the respondents were single while 43 were married
The following consumer analysis includes consumption behaviour consumersrsquo
consideration when buying tea bags as well as level of awareness and perception of
Teck Soon tea bags
ii(a) Consumer behaviour
Among the 70 respondents 53 had the habit of buying tea bags and drinking
11
tea The major reasons for them to buy tea bags and drink tea were ldquofor thirstrdquo (18)
ldquohelp digestionrdquo (18) ldquorelaxingrdquo (18) ldquorefreshing the mindrdquo (17) and ldquotaste is
goodrdquo (16) 16 of them drank tea by brewing tea bags more than once each day
30 brewed a tea bag once every day 22 brewed once every two to three days
while 19 once every week
Among those who had the habit of buying tea bags and drank tea a majority of
them usually bought tea bags from supermarket (78) and more than half bought
Chinese tea bags (51) followed by green tea bags (17) and floral tea bags (15)
The respondents bought tea bags mainly when they needed (77) or when there
was special promotion and discount (17)
ii(b) Consumersrsquo consideration when buying tea bags
The following Table 1 shows respondentsrsquo consideration when buying tea bags
by expressing their opinions from very important to very unimportant and in terms of
the mean 62 and 34 of respondents took the view that the ldquoqualityrdquo of tea bags
was very important and important respectively The second and third important
considerations were the brand prestige and popularity of tea bags (21 very important
and 57 important) and the ingredients of tea bags (30 very important and 47
important) respectively
12
Table 1 Respondentsrsquo consideration when buying tea bags Very
Important
()
Important
()
Neutral
()
Not
Important
()
Very
Unimport-
ant
()
Mean SD
The quality 62 34 4 0 0 46 06 The ingredients 30 47 16 6 1 40 09 The brand prestige
and popularity
21 57 19 3 0 39 08
The selling price 17 53 20 9 1 38 09 Recommendations
from family
members relatives
friends amp colleagues
19 50 13 13 5 36 11
The place of origin 10 44 26 16 4 34 10 The variety 3 39 24 30 4 31 10 5-point scale (1=very unimportant 5 very important)
By comparing the mean it was found that respondents considered the quality of
products as the most important factor when buying tea bags followed by the
ingredients of products and the brand prestige and popularity of products
Respondents aged 25 - 34 who had tertiary education or above and engaged in
clerical and professional jobs were more likely to agree that quality of products was
very important and were about neutral to the variety of products
Results of independent-samples t-test showed that there was no significant
difference between male or female respondentsrsquo considerations when buying tea bags
ii(c) Level of awareness and perception of Teck Soon tea bags
Among the 70 respondents only 21 of them (30) had heard of ldquoTeck Soonrdquo
13
brandrsquos tea bags before Most of them knew the ldquoTeck Soonrdquo brand at selling
locations such as supermarkets (51) or through family members relatives friends
and colleagues (25) However of these 21 respondents who knew the ldquoTeck Soonrdquo
brand only 48 had drunk tea brewed with Teck Soon tea bags before
The questionnaire asked respondents to rate their perceived image of Teck Soon
tea bags on a seven-point scale of appropriateness of different adjectives and
descriptions Respondents generally considered Teck Soon tea bags ldquoinexpensiverdquo
(45) and were neutral of the perception about ldquoquality and taste goodrdquo (40) However
respondents also considered that the brand ldquonot well-knownrdquo (27) its ldquoimage is blurrdquo
(27) and the products had ldquoless advertisementrdquo (25) Perceived image of Teck Soon
tea bagsrsquo variety (35) credibility (37) and packaging (36) to the customers was not
distinctive as the relevant grading lean towards 4 which was a neutral degree Table 2
shows the perceived image of Teck Soon tea bags from those who had drunk tea
brewed with the brandrsquos tea bags before on a seven-point scale
14
Table 2 Respondentsrsquo perception of Teck Soon tea bags Image is blur 27 Image is clear
Less product variety 35 Many product variety Poor quality and taste bad
40 Good quality and taste good
Not credible 37 Credible
Expensive 45 Inexpensive
Ugly packaging 36 Beautiful packaging
Less advertisement 25 Many advertisement Brand not well-known
27 Brand well-known
1 2 3 4 5 6 7
Cross-tabulation analysis indicated that concerning age income career and
education all respondents had similar perception towards Teck Soon tea bags An
independent-samples t-test was conducted to compare the means of male respondentsrsquo
and female respondentsrsquo perception of Teck Soon tea bags The result showed a
significant difference in respect of image variety quality prestige selling price
packaging advertisement and brand Female respondentsrsquo perception of Teck Soon tea
bags was more positive than that of male respondents in all aspects
When asked to name a number of tea bag brand names that they knew 83 of
the 70 respondents said they knew ldquoLiptonrdquo 66 named ldquoRickshawrdquo 37 knew
ldquoLuk Yurdquo 20 knew ldquoTwiningsrdquo while 10 named ldquoTeck Soonrdquo
Table 3 shows the perception of Teck Soon tea bags when compared with its
major competitors on a five-point scale When comparing with these four major
competitors namely Lipton (立頓) Rickshaw (車仔) Luk Yu (陸羽) and Twinings
15
(川寧) the overall perception of Teck Soon tea bags was not as good as its major
competitors On a five-point scale in respect of taste respondents liked Rickshaw
Luk Yu and Lipton the most Respondents also showed that they had more confidence
in Lipton and Rickshaw They would be more likely to buy Liptonrsquos and Rickshawrsquos
tea bags Comparatively speaking respondents had least confidence in Teck Soon and
that were least likely to buy Teck Soonrsquos tea bags Additionally respondents liked
advertisements of Lipton and Rickshaw most
Table 3 Respondentsrsquo perception of Teck Soon tea bags when compared with its major competitors (in terms of the mean) Twinings Lipton Rickshaw Luk Yu Teck SoonLike the taste
30 35 36 36 26
Like the advertisements
29 36 34 32 23
Confident in brand
32 40 39 36 25
Likely to buy
29 41 39 36 22
5-point scale (1= dislike most least confident most unlikely to buy (5 = like most most confident most likely to buy)
An independent-samples t-test was conducted to compare the mean of male
respondentsrsquo and female respondentsrsquo perception of Teck Soon tea bags and its major
competitors The result showed no significant difference except that in Luk Yu tea
bagsrsquo taste and advertisements Male respondents had a more positive image of Luk
Yu tea bagsrsquo taste and advertisements than that of the female respondents
16
ii(d) Other information
During leisure time the respondents liked browsing Internet websites (22)
watching television (15) reading newspapers and magazines (14) playing sports
(14) seeing movies (11) shopping (9) listening to music (7) reading (6)
and others (2)
The respondents got up-to-date information about food and beverages mainly
from television (62) and magazines (32) Of various types of magazines they
liked those about dining and travelling most (30) followed by lifestyle magazines
(18) and current affairs magazines (15)
iii Conclusion
About half of the respondents drank tea by brewing tea bags Both men and
women aged 25 - 54 who had tertiary education or above and engaged in clerical and
professional jobs were drinkers of tea using tea bags When selecting tea bags they
mainly focused on the quality and ingredients of tea bags as well as the brandrsquos
prestige and popularity
Teck Soon gained a low level of awareness among the respondents and the
percentage of Teck Soon tea bag users was low Quite good taste and inexpensive
were the major reasons that motivated them to buy Teck Soonrsquos tea bags However
17
Teck Soonrsquos brand is not well known and the perceived image of brand was not good
enough When compared with its competitors respondentsrsquo perception scores of Teck
Soon in respect of taste confidence buying intention and liking of advertisements
were relatively low
18
C Market and Product Analysis
i Retail sales of supermarket consumption and expenditure on daily products in Hong Kong
According to the ldquo19992000 Household Expenditure Surveyrdquo average monthly
household expenditure on ldquoFoodrdquo accounted for 257 (HK$5612) of the average
monthly total household expenditure of HK$21797 Expenditure on ldquoBeveragesrdquo
represented 05 (HK$101) of expenditure on food4 According to the Expenditure
Weights of the 200405-based Consumer Price Indices (CPI) the expenditure weights
of ldquoFoodrdquo increased to 2694 from 2667 as in the 19992000-based CPI5 The
expenditure on beverages is expected to increase Apart from the reason that more and
more people drink tea for a healthier life and a life of better quality the retail market
had good performances in 2004 and 2005 as the Hong Kong economy recovered from
the economic recession in 2003 According to government data the retail sales value
of ldquofood alcoholic drinks and tobacco (other than supermarkets)rdquo grew by 26 in
2004 over 2003 and 48 in 2005 over 2004 The retail sales value of supermarkets
and supermarket sections of department stores increased by 34 in 2004 over 2003
and 64 in 2005 over 20046
Besides the growing retail market showed that the consumer confidence and the
consumption power have recovered According to analysis by major Gross Domestic 4 ldquo19992000 Household Expenditure Survey ndash Average Monthly Household Expenditure by CommodityService SectionGrouprdquo Census and Statistics Department HKSAR Government 5 wwwcenstatdgovhk 6 Index of Retail Sales (2004) and (2005) Census and Statistics Department HKSAR Government
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
2
Acknowledgements This graduation project was finalized under the supervision of Dr Kara Chan I am especially indebted to Dr Chan for her advice and support in the preparation of this project Her comments and suggestions made this project a success
_____________________________ Elisa S F Chung
MA in Communication
School of Communication Hong Kong Baptist University
Date 26 June 2006
3
Table of Contents
Page
I Executive Summary 4
II Situation Analysis 6
A Company Analysis 6
B Consumer Analysis 9
C Market and Product Analysis 18
D Competitor Analysis 22
E SWOT Analysis 28
III Problem and Opportunity Statement 30
IV Target Market Profile 31
V Objectives 33
A Marketing Objectives 33
B Advertising Objectives 33
VI Marketing Communication Campaign Overview 34
A Advertising Strategy 34
B Sales Promotion Strategy 42
C Public Relations Strategy 43
VII Budget 46
VIII Campaign Evaluation 48
IX Conclusion 50
X References 51
XI Appendixes 52
4
I Executive Summary
Teck Soon Hong Ltd was established in 1946 It manufactures and sells various
varieties of small-pack teas and tea bags in Hong Kong China as well as European
and American countries A survey conducted by this author in May 2006 revealed that
poor brand awareness and unpopular brand image on Teck Soon in Hong Kong are the
key problems of Teck Soon tea bags In order to enhance the awareness and image on
the brand and its products in the Hong Kong market a communication campaign on
Teck Soon tea bags will be launched in Hong Kong in 2007 and will last for a year
The objectives of this campaign are to increase the brand awareness to 50
among the target audiences (working population aged 25 - 54) and to increase sales by
20 by the end of the one-year campaign in 2007
With a view to achieving the above objectives effectively an advertising
campaign covering a TV commercial and print advertisements are created to
disseminate the key messages that Teck Soon tea bags are made of natural and high
quality ingredients and provides a convenient way for consumers to have healthy
relaxing and refreshing drinks in busy daily life TV current affairs and leisure
magazines Internet website and MTR are proposed to be the media channels of the
advertisements A flighting media schedule is proposed Other marketing
5
communication tools such as sales promotion and public relations will also be used
throughout the campaign
It is expected that the whole campaign will spend a total of about HK$3362000
In order to measure the effectiveness of the whole campaign campaign
evaluation will be conducted at the end of 2007 using the method of posttesting The
evaluation of consumersrsquo awareness and recognition of the brand and products
promoted will also serve as benchmarks for future campaigns to develop
6
II Situation Analysis
A Company Analysis
i Corporate profile
Teck Soon Hong Limited a wholly-owned subsidiary of China Resources
(Holdings) Co was founded in Hong Kong in 1946 and marketed in a great variety of
different teas It has invested in Teck Soon Hong (Zhuhai) Health Food Company
Limited for the production research development and marketing of Teck Soonrsquos
various varieties of small-pack teas and tea bags with a total investment of
US$35000001 Its tea bags were first introduced to Hong Kong in 19972 Teck Soon
teas are now sold in Hong Kong China Southeast Asia European and American
countries
Teck Soon incorporates the concepts of Modern Natural and Healthy into its
tea products Its objective is to establish the Teck Soon brand as one of the leading
brands of Chinese teas
The company is located in the Nanping Science and Technology Industrial Park
in the State High-grade Technology Industries Development Area of Zhuhai It has
gained the reputation of being a ldquogreen factoryrdquo through rational planning in the park
1 Website of Teck Soon Tea (www tecksoonteacom) 2 Wen Wei Po (September 8 2001)
7
and a full complement of environmental protection facilities
To ensure that its tea products reach the highest levels of quality Tech Soon has
invited the top tea research organization in China the Tea Research Laboratory of the
Chinese Agricultural Science Institute as a cooperating unit responsible for the
quality control work of Teck Soon tea The companyrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene
Additionally the company has set up a tea laboratory engaging professional staff
mostly comprising of professors and researchers to continually research and develop
a range of healthy teas and organic teas Their efforts are aimed at creating teas with a
unique and lasting appeal developing and expanding the cultural tradition of Chinese
tea and creating new classics for modern tea culture
ii The Brand
As a new generation of consumers has arisen with greater demand of quality of
life Teck Soon tea has positioned itself to meet the requirements of modern
consumers It has set the objectives of producing ldquomodern natural and healthyrdquo
products to spread the brand message ldquoChinese Tea ndash Teck Soon Tea ndash Modern Teardquo
8
to consumers
- Modern Teck Soon is committed to promoting a modern Chinese tea
culture by creating a new image combining the tradition with the modern
In its processing production techniques business management brand
management and advertising Teck Soon takes into account the taste of
modern consumers and market demands
- Natural The raw materials of Teck Soon tea are all harvested from natural
pollution-free tea plantations and are processed to national standards and
subject to stringent quality control testing before becoming part of the
Teck Soon tea products
- Healthy Teck Soon aims that its tea products will give consumers the
taste of the flavour of running water of the mountains and feelings of a
cleansed soul and the wellness of body and mind
9
B Consumer Analysis
Tea is a kind of drinks that Hong Kong people are familiar with In the past few
years Hong Kong people are more cautious about their health subsequent to the
outbreak of Severe Acute Respiratory Syndrome (SARS) As medical studies have
revealed that drinking tea is good to health and helps prevent diseases it is expected
that more Hong Kong people will consider tea as a kind of healthcare beverages and
drink tea in their daily life Hong Kong people generally have long working hours A
survey conducted by the Clothing Industry Clerical And Retail Trade Employees
General Union from April to June in 2005 found that about 50 of the 414 people
interviewed worked more than 10 hours a day and 111 of the respondents worked
seven days a week throughout the year3 With long working hours people need to
save time in work as well as in family life So the availability of tea bags thus
provides Hong Kong people with a convenient way to drink tea
i Survey Research
A survey research was conducted by the author in May 2006 The objective of
the research is to collect the latest usage and profile information of tea bag consumers
A structured questionnaire was designed for this research and delivered to a
3 Apple Daily (July 14 2005) A04
10
convenient sample of 70 respondents recruited through personal contacts The survey
questionnaire and results are shown in Appendix I The questionnaire consisted three
parts The first part collected information about the consumption behaviour of the
consumers and factors they considered when buying tea bags The second part aimed
at finding out respondentsrsquo general impression and perception towards Teck Soon tea
bags and other competitors The final part collected respondentsrsquo demographic and
psychographic information
ii Survey Results and Analysis
A total of 70 sample respondents 35 male and 35 female were recruited through
personal contacts Eight-six per cent of them aged 25 - 34 6 aged 35 - 44 and 6
aged 45 - 54 Among the respondents 80 were tertiary educated or above while
47 and 24 worked in clerical and professional jobs respectively More than half
(57) of the respondents were single while 43 were married
The following consumer analysis includes consumption behaviour consumersrsquo
consideration when buying tea bags as well as level of awareness and perception of
Teck Soon tea bags
ii(a) Consumer behaviour
Among the 70 respondents 53 had the habit of buying tea bags and drinking
11
tea The major reasons for them to buy tea bags and drink tea were ldquofor thirstrdquo (18)
ldquohelp digestionrdquo (18) ldquorelaxingrdquo (18) ldquorefreshing the mindrdquo (17) and ldquotaste is
goodrdquo (16) 16 of them drank tea by brewing tea bags more than once each day
30 brewed a tea bag once every day 22 brewed once every two to three days
while 19 once every week
Among those who had the habit of buying tea bags and drank tea a majority of
them usually bought tea bags from supermarket (78) and more than half bought
Chinese tea bags (51) followed by green tea bags (17) and floral tea bags (15)
The respondents bought tea bags mainly when they needed (77) or when there
was special promotion and discount (17)
ii(b) Consumersrsquo consideration when buying tea bags
The following Table 1 shows respondentsrsquo consideration when buying tea bags
by expressing their opinions from very important to very unimportant and in terms of
the mean 62 and 34 of respondents took the view that the ldquoqualityrdquo of tea bags
was very important and important respectively The second and third important
considerations were the brand prestige and popularity of tea bags (21 very important
and 57 important) and the ingredients of tea bags (30 very important and 47
important) respectively
12
Table 1 Respondentsrsquo consideration when buying tea bags Very
Important
()
Important
()
Neutral
()
Not
Important
()
Very
Unimport-
ant
()
Mean SD
The quality 62 34 4 0 0 46 06 The ingredients 30 47 16 6 1 40 09 The brand prestige
and popularity
21 57 19 3 0 39 08
The selling price 17 53 20 9 1 38 09 Recommendations
from family
members relatives
friends amp colleagues
19 50 13 13 5 36 11
The place of origin 10 44 26 16 4 34 10 The variety 3 39 24 30 4 31 10 5-point scale (1=very unimportant 5 very important)
By comparing the mean it was found that respondents considered the quality of
products as the most important factor when buying tea bags followed by the
ingredients of products and the brand prestige and popularity of products
Respondents aged 25 - 34 who had tertiary education or above and engaged in
clerical and professional jobs were more likely to agree that quality of products was
very important and were about neutral to the variety of products
Results of independent-samples t-test showed that there was no significant
difference between male or female respondentsrsquo considerations when buying tea bags
ii(c) Level of awareness and perception of Teck Soon tea bags
Among the 70 respondents only 21 of them (30) had heard of ldquoTeck Soonrdquo
13
brandrsquos tea bags before Most of them knew the ldquoTeck Soonrdquo brand at selling
locations such as supermarkets (51) or through family members relatives friends
and colleagues (25) However of these 21 respondents who knew the ldquoTeck Soonrdquo
brand only 48 had drunk tea brewed with Teck Soon tea bags before
The questionnaire asked respondents to rate their perceived image of Teck Soon
tea bags on a seven-point scale of appropriateness of different adjectives and
descriptions Respondents generally considered Teck Soon tea bags ldquoinexpensiverdquo
(45) and were neutral of the perception about ldquoquality and taste goodrdquo (40) However
respondents also considered that the brand ldquonot well-knownrdquo (27) its ldquoimage is blurrdquo
(27) and the products had ldquoless advertisementrdquo (25) Perceived image of Teck Soon
tea bagsrsquo variety (35) credibility (37) and packaging (36) to the customers was not
distinctive as the relevant grading lean towards 4 which was a neutral degree Table 2
shows the perceived image of Teck Soon tea bags from those who had drunk tea
brewed with the brandrsquos tea bags before on a seven-point scale
14
Table 2 Respondentsrsquo perception of Teck Soon tea bags Image is blur 27 Image is clear
Less product variety 35 Many product variety Poor quality and taste bad
40 Good quality and taste good
Not credible 37 Credible
Expensive 45 Inexpensive
Ugly packaging 36 Beautiful packaging
Less advertisement 25 Many advertisement Brand not well-known
27 Brand well-known
1 2 3 4 5 6 7
Cross-tabulation analysis indicated that concerning age income career and
education all respondents had similar perception towards Teck Soon tea bags An
independent-samples t-test was conducted to compare the means of male respondentsrsquo
and female respondentsrsquo perception of Teck Soon tea bags The result showed a
significant difference in respect of image variety quality prestige selling price
packaging advertisement and brand Female respondentsrsquo perception of Teck Soon tea
bags was more positive than that of male respondents in all aspects
When asked to name a number of tea bag brand names that they knew 83 of
the 70 respondents said they knew ldquoLiptonrdquo 66 named ldquoRickshawrdquo 37 knew
ldquoLuk Yurdquo 20 knew ldquoTwiningsrdquo while 10 named ldquoTeck Soonrdquo
Table 3 shows the perception of Teck Soon tea bags when compared with its
major competitors on a five-point scale When comparing with these four major
competitors namely Lipton (立頓) Rickshaw (車仔) Luk Yu (陸羽) and Twinings
15
(川寧) the overall perception of Teck Soon tea bags was not as good as its major
competitors On a five-point scale in respect of taste respondents liked Rickshaw
Luk Yu and Lipton the most Respondents also showed that they had more confidence
in Lipton and Rickshaw They would be more likely to buy Liptonrsquos and Rickshawrsquos
tea bags Comparatively speaking respondents had least confidence in Teck Soon and
that were least likely to buy Teck Soonrsquos tea bags Additionally respondents liked
advertisements of Lipton and Rickshaw most
Table 3 Respondentsrsquo perception of Teck Soon tea bags when compared with its major competitors (in terms of the mean) Twinings Lipton Rickshaw Luk Yu Teck SoonLike the taste
30 35 36 36 26
Like the advertisements
29 36 34 32 23
Confident in brand
32 40 39 36 25
Likely to buy
29 41 39 36 22
5-point scale (1= dislike most least confident most unlikely to buy (5 = like most most confident most likely to buy)
An independent-samples t-test was conducted to compare the mean of male
respondentsrsquo and female respondentsrsquo perception of Teck Soon tea bags and its major
competitors The result showed no significant difference except that in Luk Yu tea
bagsrsquo taste and advertisements Male respondents had a more positive image of Luk
Yu tea bagsrsquo taste and advertisements than that of the female respondents
16
ii(d) Other information
During leisure time the respondents liked browsing Internet websites (22)
watching television (15) reading newspapers and magazines (14) playing sports
(14) seeing movies (11) shopping (9) listening to music (7) reading (6)
and others (2)
The respondents got up-to-date information about food and beverages mainly
from television (62) and magazines (32) Of various types of magazines they
liked those about dining and travelling most (30) followed by lifestyle magazines
(18) and current affairs magazines (15)
iii Conclusion
About half of the respondents drank tea by brewing tea bags Both men and
women aged 25 - 54 who had tertiary education or above and engaged in clerical and
professional jobs were drinkers of tea using tea bags When selecting tea bags they
mainly focused on the quality and ingredients of tea bags as well as the brandrsquos
prestige and popularity
Teck Soon gained a low level of awareness among the respondents and the
percentage of Teck Soon tea bag users was low Quite good taste and inexpensive
were the major reasons that motivated them to buy Teck Soonrsquos tea bags However
17
Teck Soonrsquos brand is not well known and the perceived image of brand was not good
enough When compared with its competitors respondentsrsquo perception scores of Teck
Soon in respect of taste confidence buying intention and liking of advertisements
were relatively low
18
C Market and Product Analysis
i Retail sales of supermarket consumption and expenditure on daily products in Hong Kong
According to the ldquo19992000 Household Expenditure Surveyrdquo average monthly
household expenditure on ldquoFoodrdquo accounted for 257 (HK$5612) of the average
monthly total household expenditure of HK$21797 Expenditure on ldquoBeveragesrdquo
represented 05 (HK$101) of expenditure on food4 According to the Expenditure
Weights of the 200405-based Consumer Price Indices (CPI) the expenditure weights
of ldquoFoodrdquo increased to 2694 from 2667 as in the 19992000-based CPI5 The
expenditure on beverages is expected to increase Apart from the reason that more and
more people drink tea for a healthier life and a life of better quality the retail market
had good performances in 2004 and 2005 as the Hong Kong economy recovered from
the economic recession in 2003 According to government data the retail sales value
of ldquofood alcoholic drinks and tobacco (other than supermarkets)rdquo grew by 26 in
2004 over 2003 and 48 in 2005 over 2004 The retail sales value of supermarkets
and supermarket sections of department stores increased by 34 in 2004 over 2003
and 64 in 2005 over 20046
Besides the growing retail market showed that the consumer confidence and the
consumption power have recovered According to analysis by major Gross Domestic 4 ldquo19992000 Household Expenditure Survey ndash Average Monthly Household Expenditure by CommodityService SectionGrouprdquo Census and Statistics Department HKSAR Government 5 wwwcenstatdgovhk 6 Index of Retail Sales (2004) and (2005) Census and Statistics Department HKSAR Government
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
3
Table of Contents
Page
I Executive Summary 4
II Situation Analysis 6
A Company Analysis 6
B Consumer Analysis 9
C Market and Product Analysis 18
D Competitor Analysis 22
E SWOT Analysis 28
III Problem and Opportunity Statement 30
IV Target Market Profile 31
V Objectives 33
A Marketing Objectives 33
B Advertising Objectives 33
VI Marketing Communication Campaign Overview 34
A Advertising Strategy 34
B Sales Promotion Strategy 42
C Public Relations Strategy 43
VII Budget 46
VIII Campaign Evaluation 48
IX Conclusion 50
X References 51
XI Appendixes 52
4
I Executive Summary
Teck Soon Hong Ltd was established in 1946 It manufactures and sells various
varieties of small-pack teas and tea bags in Hong Kong China as well as European
and American countries A survey conducted by this author in May 2006 revealed that
poor brand awareness and unpopular brand image on Teck Soon in Hong Kong are the
key problems of Teck Soon tea bags In order to enhance the awareness and image on
the brand and its products in the Hong Kong market a communication campaign on
Teck Soon tea bags will be launched in Hong Kong in 2007 and will last for a year
The objectives of this campaign are to increase the brand awareness to 50
among the target audiences (working population aged 25 - 54) and to increase sales by
20 by the end of the one-year campaign in 2007
With a view to achieving the above objectives effectively an advertising
campaign covering a TV commercial and print advertisements are created to
disseminate the key messages that Teck Soon tea bags are made of natural and high
quality ingredients and provides a convenient way for consumers to have healthy
relaxing and refreshing drinks in busy daily life TV current affairs and leisure
magazines Internet website and MTR are proposed to be the media channels of the
advertisements A flighting media schedule is proposed Other marketing
5
communication tools such as sales promotion and public relations will also be used
throughout the campaign
It is expected that the whole campaign will spend a total of about HK$3362000
In order to measure the effectiveness of the whole campaign campaign
evaluation will be conducted at the end of 2007 using the method of posttesting The
evaluation of consumersrsquo awareness and recognition of the brand and products
promoted will also serve as benchmarks for future campaigns to develop
6
II Situation Analysis
A Company Analysis
i Corporate profile
Teck Soon Hong Limited a wholly-owned subsidiary of China Resources
(Holdings) Co was founded in Hong Kong in 1946 and marketed in a great variety of
different teas It has invested in Teck Soon Hong (Zhuhai) Health Food Company
Limited for the production research development and marketing of Teck Soonrsquos
various varieties of small-pack teas and tea bags with a total investment of
US$35000001 Its tea bags were first introduced to Hong Kong in 19972 Teck Soon
teas are now sold in Hong Kong China Southeast Asia European and American
countries
Teck Soon incorporates the concepts of Modern Natural and Healthy into its
tea products Its objective is to establish the Teck Soon brand as one of the leading
brands of Chinese teas
The company is located in the Nanping Science and Technology Industrial Park
in the State High-grade Technology Industries Development Area of Zhuhai It has
gained the reputation of being a ldquogreen factoryrdquo through rational planning in the park
1 Website of Teck Soon Tea (www tecksoonteacom) 2 Wen Wei Po (September 8 2001)
7
and a full complement of environmental protection facilities
To ensure that its tea products reach the highest levels of quality Tech Soon has
invited the top tea research organization in China the Tea Research Laboratory of the
Chinese Agricultural Science Institute as a cooperating unit responsible for the
quality control work of Teck Soon tea The companyrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene
Additionally the company has set up a tea laboratory engaging professional staff
mostly comprising of professors and researchers to continually research and develop
a range of healthy teas and organic teas Their efforts are aimed at creating teas with a
unique and lasting appeal developing and expanding the cultural tradition of Chinese
tea and creating new classics for modern tea culture
ii The Brand
As a new generation of consumers has arisen with greater demand of quality of
life Teck Soon tea has positioned itself to meet the requirements of modern
consumers It has set the objectives of producing ldquomodern natural and healthyrdquo
products to spread the brand message ldquoChinese Tea ndash Teck Soon Tea ndash Modern Teardquo
8
to consumers
- Modern Teck Soon is committed to promoting a modern Chinese tea
culture by creating a new image combining the tradition with the modern
In its processing production techniques business management brand
management and advertising Teck Soon takes into account the taste of
modern consumers and market demands
- Natural The raw materials of Teck Soon tea are all harvested from natural
pollution-free tea plantations and are processed to national standards and
subject to stringent quality control testing before becoming part of the
Teck Soon tea products
- Healthy Teck Soon aims that its tea products will give consumers the
taste of the flavour of running water of the mountains and feelings of a
cleansed soul and the wellness of body and mind
9
B Consumer Analysis
Tea is a kind of drinks that Hong Kong people are familiar with In the past few
years Hong Kong people are more cautious about their health subsequent to the
outbreak of Severe Acute Respiratory Syndrome (SARS) As medical studies have
revealed that drinking tea is good to health and helps prevent diseases it is expected
that more Hong Kong people will consider tea as a kind of healthcare beverages and
drink tea in their daily life Hong Kong people generally have long working hours A
survey conducted by the Clothing Industry Clerical And Retail Trade Employees
General Union from April to June in 2005 found that about 50 of the 414 people
interviewed worked more than 10 hours a day and 111 of the respondents worked
seven days a week throughout the year3 With long working hours people need to
save time in work as well as in family life So the availability of tea bags thus
provides Hong Kong people with a convenient way to drink tea
i Survey Research
A survey research was conducted by the author in May 2006 The objective of
the research is to collect the latest usage and profile information of tea bag consumers
A structured questionnaire was designed for this research and delivered to a
3 Apple Daily (July 14 2005) A04
10
convenient sample of 70 respondents recruited through personal contacts The survey
questionnaire and results are shown in Appendix I The questionnaire consisted three
parts The first part collected information about the consumption behaviour of the
consumers and factors they considered when buying tea bags The second part aimed
at finding out respondentsrsquo general impression and perception towards Teck Soon tea
bags and other competitors The final part collected respondentsrsquo demographic and
psychographic information
ii Survey Results and Analysis
A total of 70 sample respondents 35 male and 35 female were recruited through
personal contacts Eight-six per cent of them aged 25 - 34 6 aged 35 - 44 and 6
aged 45 - 54 Among the respondents 80 were tertiary educated or above while
47 and 24 worked in clerical and professional jobs respectively More than half
(57) of the respondents were single while 43 were married
The following consumer analysis includes consumption behaviour consumersrsquo
consideration when buying tea bags as well as level of awareness and perception of
Teck Soon tea bags
ii(a) Consumer behaviour
Among the 70 respondents 53 had the habit of buying tea bags and drinking
11
tea The major reasons for them to buy tea bags and drink tea were ldquofor thirstrdquo (18)
ldquohelp digestionrdquo (18) ldquorelaxingrdquo (18) ldquorefreshing the mindrdquo (17) and ldquotaste is
goodrdquo (16) 16 of them drank tea by brewing tea bags more than once each day
30 brewed a tea bag once every day 22 brewed once every two to three days
while 19 once every week
Among those who had the habit of buying tea bags and drank tea a majority of
them usually bought tea bags from supermarket (78) and more than half bought
Chinese tea bags (51) followed by green tea bags (17) and floral tea bags (15)
The respondents bought tea bags mainly when they needed (77) or when there
was special promotion and discount (17)
ii(b) Consumersrsquo consideration when buying tea bags
The following Table 1 shows respondentsrsquo consideration when buying tea bags
by expressing their opinions from very important to very unimportant and in terms of
the mean 62 and 34 of respondents took the view that the ldquoqualityrdquo of tea bags
was very important and important respectively The second and third important
considerations were the brand prestige and popularity of tea bags (21 very important
and 57 important) and the ingredients of tea bags (30 very important and 47
important) respectively
12
Table 1 Respondentsrsquo consideration when buying tea bags Very
Important
()
Important
()
Neutral
()
Not
Important
()
Very
Unimport-
ant
()
Mean SD
The quality 62 34 4 0 0 46 06 The ingredients 30 47 16 6 1 40 09 The brand prestige
and popularity
21 57 19 3 0 39 08
The selling price 17 53 20 9 1 38 09 Recommendations
from family
members relatives
friends amp colleagues
19 50 13 13 5 36 11
The place of origin 10 44 26 16 4 34 10 The variety 3 39 24 30 4 31 10 5-point scale (1=very unimportant 5 very important)
By comparing the mean it was found that respondents considered the quality of
products as the most important factor when buying tea bags followed by the
ingredients of products and the brand prestige and popularity of products
Respondents aged 25 - 34 who had tertiary education or above and engaged in
clerical and professional jobs were more likely to agree that quality of products was
very important and were about neutral to the variety of products
Results of independent-samples t-test showed that there was no significant
difference between male or female respondentsrsquo considerations when buying tea bags
ii(c) Level of awareness and perception of Teck Soon tea bags
Among the 70 respondents only 21 of them (30) had heard of ldquoTeck Soonrdquo
13
brandrsquos tea bags before Most of them knew the ldquoTeck Soonrdquo brand at selling
locations such as supermarkets (51) or through family members relatives friends
and colleagues (25) However of these 21 respondents who knew the ldquoTeck Soonrdquo
brand only 48 had drunk tea brewed with Teck Soon tea bags before
The questionnaire asked respondents to rate their perceived image of Teck Soon
tea bags on a seven-point scale of appropriateness of different adjectives and
descriptions Respondents generally considered Teck Soon tea bags ldquoinexpensiverdquo
(45) and were neutral of the perception about ldquoquality and taste goodrdquo (40) However
respondents also considered that the brand ldquonot well-knownrdquo (27) its ldquoimage is blurrdquo
(27) and the products had ldquoless advertisementrdquo (25) Perceived image of Teck Soon
tea bagsrsquo variety (35) credibility (37) and packaging (36) to the customers was not
distinctive as the relevant grading lean towards 4 which was a neutral degree Table 2
shows the perceived image of Teck Soon tea bags from those who had drunk tea
brewed with the brandrsquos tea bags before on a seven-point scale
14
Table 2 Respondentsrsquo perception of Teck Soon tea bags Image is blur 27 Image is clear
Less product variety 35 Many product variety Poor quality and taste bad
40 Good quality and taste good
Not credible 37 Credible
Expensive 45 Inexpensive
Ugly packaging 36 Beautiful packaging
Less advertisement 25 Many advertisement Brand not well-known
27 Brand well-known
1 2 3 4 5 6 7
Cross-tabulation analysis indicated that concerning age income career and
education all respondents had similar perception towards Teck Soon tea bags An
independent-samples t-test was conducted to compare the means of male respondentsrsquo
and female respondentsrsquo perception of Teck Soon tea bags The result showed a
significant difference in respect of image variety quality prestige selling price
packaging advertisement and brand Female respondentsrsquo perception of Teck Soon tea
bags was more positive than that of male respondents in all aspects
When asked to name a number of tea bag brand names that they knew 83 of
the 70 respondents said they knew ldquoLiptonrdquo 66 named ldquoRickshawrdquo 37 knew
ldquoLuk Yurdquo 20 knew ldquoTwiningsrdquo while 10 named ldquoTeck Soonrdquo
Table 3 shows the perception of Teck Soon tea bags when compared with its
major competitors on a five-point scale When comparing with these four major
competitors namely Lipton (立頓) Rickshaw (車仔) Luk Yu (陸羽) and Twinings
15
(川寧) the overall perception of Teck Soon tea bags was not as good as its major
competitors On a five-point scale in respect of taste respondents liked Rickshaw
Luk Yu and Lipton the most Respondents also showed that they had more confidence
in Lipton and Rickshaw They would be more likely to buy Liptonrsquos and Rickshawrsquos
tea bags Comparatively speaking respondents had least confidence in Teck Soon and
that were least likely to buy Teck Soonrsquos tea bags Additionally respondents liked
advertisements of Lipton and Rickshaw most
Table 3 Respondentsrsquo perception of Teck Soon tea bags when compared with its major competitors (in terms of the mean) Twinings Lipton Rickshaw Luk Yu Teck SoonLike the taste
30 35 36 36 26
Like the advertisements
29 36 34 32 23
Confident in brand
32 40 39 36 25
Likely to buy
29 41 39 36 22
5-point scale (1= dislike most least confident most unlikely to buy (5 = like most most confident most likely to buy)
An independent-samples t-test was conducted to compare the mean of male
respondentsrsquo and female respondentsrsquo perception of Teck Soon tea bags and its major
competitors The result showed no significant difference except that in Luk Yu tea
bagsrsquo taste and advertisements Male respondents had a more positive image of Luk
Yu tea bagsrsquo taste and advertisements than that of the female respondents
16
ii(d) Other information
During leisure time the respondents liked browsing Internet websites (22)
watching television (15) reading newspapers and magazines (14) playing sports
(14) seeing movies (11) shopping (9) listening to music (7) reading (6)
and others (2)
The respondents got up-to-date information about food and beverages mainly
from television (62) and magazines (32) Of various types of magazines they
liked those about dining and travelling most (30) followed by lifestyle magazines
(18) and current affairs magazines (15)
iii Conclusion
About half of the respondents drank tea by brewing tea bags Both men and
women aged 25 - 54 who had tertiary education or above and engaged in clerical and
professional jobs were drinkers of tea using tea bags When selecting tea bags they
mainly focused on the quality and ingredients of tea bags as well as the brandrsquos
prestige and popularity
Teck Soon gained a low level of awareness among the respondents and the
percentage of Teck Soon tea bag users was low Quite good taste and inexpensive
were the major reasons that motivated them to buy Teck Soonrsquos tea bags However
17
Teck Soonrsquos brand is not well known and the perceived image of brand was not good
enough When compared with its competitors respondentsrsquo perception scores of Teck
Soon in respect of taste confidence buying intention and liking of advertisements
were relatively low
18
C Market and Product Analysis
i Retail sales of supermarket consumption and expenditure on daily products in Hong Kong
According to the ldquo19992000 Household Expenditure Surveyrdquo average monthly
household expenditure on ldquoFoodrdquo accounted for 257 (HK$5612) of the average
monthly total household expenditure of HK$21797 Expenditure on ldquoBeveragesrdquo
represented 05 (HK$101) of expenditure on food4 According to the Expenditure
Weights of the 200405-based Consumer Price Indices (CPI) the expenditure weights
of ldquoFoodrdquo increased to 2694 from 2667 as in the 19992000-based CPI5 The
expenditure on beverages is expected to increase Apart from the reason that more and
more people drink tea for a healthier life and a life of better quality the retail market
had good performances in 2004 and 2005 as the Hong Kong economy recovered from
the economic recession in 2003 According to government data the retail sales value
of ldquofood alcoholic drinks and tobacco (other than supermarkets)rdquo grew by 26 in
2004 over 2003 and 48 in 2005 over 2004 The retail sales value of supermarkets
and supermarket sections of department stores increased by 34 in 2004 over 2003
and 64 in 2005 over 20046
Besides the growing retail market showed that the consumer confidence and the
consumption power have recovered According to analysis by major Gross Domestic 4 ldquo19992000 Household Expenditure Survey ndash Average Monthly Household Expenditure by CommodityService SectionGrouprdquo Census and Statistics Department HKSAR Government 5 wwwcenstatdgovhk 6 Index of Retail Sales (2004) and (2005) Census and Statistics Department HKSAR Government
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
4
I Executive Summary
Teck Soon Hong Ltd was established in 1946 It manufactures and sells various
varieties of small-pack teas and tea bags in Hong Kong China as well as European
and American countries A survey conducted by this author in May 2006 revealed that
poor brand awareness and unpopular brand image on Teck Soon in Hong Kong are the
key problems of Teck Soon tea bags In order to enhance the awareness and image on
the brand and its products in the Hong Kong market a communication campaign on
Teck Soon tea bags will be launched in Hong Kong in 2007 and will last for a year
The objectives of this campaign are to increase the brand awareness to 50
among the target audiences (working population aged 25 - 54) and to increase sales by
20 by the end of the one-year campaign in 2007
With a view to achieving the above objectives effectively an advertising
campaign covering a TV commercial and print advertisements are created to
disseminate the key messages that Teck Soon tea bags are made of natural and high
quality ingredients and provides a convenient way for consumers to have healthy
relaxing and refreshing drinks in busy daily life TV current affairs and leisure
magazines Internet website and MTR are proposed to be the media channels of the
advertisements A flighting media schedule is proposed Other marketing
5
communication tools such as sales promotion and public relations will also be used
throughout the campaign
It is expected that the whole campaign will spend a total of about HK$3362000
In order to measure the effectiveness of the whole campaign campaign
evaluation will be conducted at the end of 2007 using the method of posttesting The
evaluation of consumersrsquo awareness and recognition of the brand and products
promoted will also serve as benchmarks for future campaigns to develop
6
II Situation Analysis
A Company Analysis
i Corporate profile
Teck Soon Hong Limited a wholly-owned subsidiary of China Resources
(Holdings) Co was founded in Hong Kong in 1946 and marketed in a great variety of
different teas It has invested in Teck Soon Hong (Zhuhai) Health Food Company
Limited for the production research development and marketing of Teck Soonrsquos
various varieties of small-pack teas and tea bags with a total investment of
US$35000001 Its tea bags were first introduced to Hong Kong in 19972 Teck Soon
teas are now sold in Hong Kong China Southeast Asia European and American
countries
Teck Soon incorporates the concepts of Modern Natural and Healthy into its
tea products Its objective is to establish the Teck Soon brand as one of the leading
brands of Chinese teas
The company is located in the Nanping Science and Technology Industrial Park
in the State High-grade Technology Industries Development Area of Zhuhai It has
gained the reputation of being a ldquogreen factoryrdquo through rational planning in the park
1 Website of Teck Soon Tea (www tecksoonteacom) 2 Wen Wei Po (September 8 2001)
7
and a full complement of environmental protection facilities
To ensure that its tea products reach the highest levels of quality Tech Soon has
invited the top tea research organization in China the Tea Research Laboratory of the
Chinese Agricultural Science Institute as a cooperating unit responsible for the
quality control work of Teck Soon tea The companyrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene
Additionally the company has set up a tea laboratory engaging professional staff
mostly comprising of professors and researchers to continually research and develop
a range of healthy teas and organic teas Their efforts are aimed at creating teas with a
unique and lasting appeal developing and expanding the cultural tradition of Chinese
tea and creating new classics for modern tea culture
ii The Brand
As a new generation of consumers has arisen with greater demand of quality of
life Teck Soon tea has positioned itself to meet the requirements of modern
consumers It has set the objectives of producing ldquomodern natural and healthyrdquo
products to spread the brand message ldquoChinese Tea ndash Teck Soon Tea ndash Modern Teardquo
8
to consumers
- Modern Teck Soon is committed to promoting a modern Chinese tea
culture by creating a new image combining the tradition with the modern
In its processing production techniques business management brand
management and advertising Teck Soon takes into account the taste of
modern consumers and market demands
- Natural The raw materials of Teck Soon tea are all harvested from natural
pollution-free tea plantations and are processed to national standards and
subject to stringent quality control testing before becoming part of the
Teck Soon tea products
- Healthy Teck Soon aims that its tea products will give consumers the
taste of the flavour of running water of the mountains and feelings of a
cleansed soul and the wellness of body and mind
9
B Consumer Analysis
Tea is a kind of drinks that Hong Kong people are familiar with In the past few
years Hong Kong people are more cautious about their health subsequent to the
outbreak of Severe Acute Respiratory Syndrome (SARS) As medical studies have
revealed that drinking tea is good to health and helps prevent diseases it is expected
that more Hong Kong people will consider tea as a kind of healthcare beverages and
drink tea in their daily life Hong Kong people generally have long working hours A
survey conducted by the Clothing Industry Clerical And Retail Trade Employees
General Union from April to June in 2005 found that about 50 of the 414 people
interviewed worked more than 10 hours a day and 111 of the respondents worked
seven days a week throughout the year3 With long working hours people need to
save time in work as well as in family life So the availability of tea bags thus
provides Hong Kong people with a convenient way to drink tea
i Survey Research
A survey research was conducted by the author in May 2006 The objective of
the research is to collect the latest usage and profile information of tea bag consumers
A structured questionnaire was designed for this research and delivered to a
3 Apple Daily (July 14 2005) A04
10
convenient sample of 70 respondents recruited through personal contacts The survey
questionnaire and results are shown in Appendix I The questionnaire consisted three
parts The first part collected information about the consumption behaviour of the
consumers and factors they considered when buying tea bags The second part aimed
at finding out respondentsrsquo general impression and perception towards Teck Soon tea
bags and other competitors The final part collected respondentsrsquo demographic and
psychographic information
ii Survey Results and Analysis
A total of 70 sample respondents 35 male and 35 female were recruited through
personal contacts Eight-six per cent of them aged 25 - 34 6 aged 35 - 44 and 6
aged 45 - 54 Among the respondents 80 were tertiary educated or above while
47 and 24 worked in clerical and professional jobs respectively More than half
(57) of the respondents were single while 43 were married
The following consumer analysis includes consumption behaviour consumersrsquo
consideration when buying tea bags as well as level of awareness and perception of
Teck Soon tea bags
ii(a) Consumer behaviour
Among the 70 respondents 53 had the habit of buying tea bags and drinking
11
tea The major reasons for them to buy tea bags and drink tea were ldquofor thirstrdquo (18)
ldquohelp digestionrdquo (18) ldquorelaxingrdquo (18) ldquorefreshing the mindrdquo (17) and ldquotaste is
goodrdquo (16) 16 of them drank tea by brewing tea bags more than once each day
30 brewed a tea bag once every day 22 brewed once every two to three days
while 19 once every week
Among those who had the habit of buying tea bags and drank tea a majority of
them usually bought tea bags from supermarket (78) and more than half bought
Chinese tea bags (51) followed by green tea bags (17) and floral tea bags (15)
The respondents bought tea bags mainly when they needed (77) or when there
was special promotion and discount (17)
ii(b) Consumersrsquo consideration when buying tea bags
The following Table 1 shows respondentsrsquo consideration when buying tea bags
by expressing their opinions from very important to very unimportant and in terms of
the mean 62 and 34 of respondents took the view that the ldquoqualityrdquo of tea bags
was very important and important respectively The second and third important
considerations were the brand prestige and popularity of tea bags (21 very important
and 57 important) and the ingredients of tea bags (30 very important and 47
important) respectively
12
Table 1 Respondentsrsquo consideration when buying tea bags Very
Important
()
Important
()
Neutral
()
Not
Important
()
Very
Unimport-
ant
()
Mean SD
The quality 62 34 4 0 0 46 06 The ingredients 30 47 16 6 1 40 09 The brand prestige
and popularity
21 57 19 3 0 39 08
The selling price 17 53 20 9 1 38 09 Recommendations
from family
members relatives
friends amp colleagues
19 50 13 13 5 36 11
The place of origin 10 44 26 16 4 34 10 The variety 3 39 24 30 4 31 10 5-point scale (1=very unimportant 5 very important)
By comparing the mean it was found that respondents considered the quality of
products as the most important factor when buying tea bags followed by the
ingredients of products and the brand prestige and popularity of products
Respondents aged 25 - 34 who had tertiary education or above and engaged in
clerical and professional jobs were more likely to agree that quality of products was
very important and were about neutral to the variety of products
Results of independent-samples t-test showed that there was no significant
difference between male or female respondentsrsquo considerations when buying tea bags
ii(c) Level of awareness and perception of Teck Soon tea bags
Among the 70 respondents only 21 of them (30) had heard of ldquoTeck Soonrdquo
13
brandrsquos tea bags before Most of them knew the ldquoTeck Soonrdquo brand at selling
locations such as supermarkets (51) or through family members relatives friends
and colleagues (25) However of these 21 respondents who knew the ldquoTeck Soonrdquo
brand only 48 had drunk tea brewed with Teck Soon tea bags before
The questionnaire asked respondents to rate their perceived image of Teck Soon
tea bags on a seven-point scale of appropriateness of different adjectives and
descriptions Respondents generally considered Teck Soon tea bags ldquoinexpensiverdquo
(45) and were neutral of the perception about ldquoquality and taste goodrdquo (40) However
respondents also considered that the brand ldquonot well-knownrdquo (27) its ldquoimage is blurrdquo
(27) and the products had ldquoless advertisementrdquo (25) Perceived image of Teck Soon
tea bagsrsquo variety (35) credibility (37) and packaging (36) to the customers was not
distinctive as the relevant grading lean towards 4 which was a neutral degree Table 2
shows the perceived image of Teck Soon tea bags from those who had drunk tea
brewed with the brandrsquos tea bags before on a seven-point scale
14
Table 2 Respondentsrsquo perception of Teck Soon tea bags Image is blur 27 Image is clear
Less product variety 35 Many product variety Poor quality and taste bad
40 Good quality and taste good
Not credible 37 Credible
Expensive 45 Inexpensive
Ugly packaging 36 Beautiful packaging
Less advertisement 25 Many advertisement Brand not well-known
27 Brand well-known
1 2 3 4 5 6 7
Cross-tabulation analysis indicated that concerning age income career and
education all respondents had similar perception towards Teck Soon tea bags An
independent-samples t-test was conducted to compare the means of male respondentsrsquo
and female respondentsrsquo perception of Teck Soon tea bags The result showed a
significant difference in respect of image variety quality prestige selling price
packaging advertisement and brand Female respondentsrsquo perception of Teck Soon tea
bags was more positive than that of male respondents in all aspects
When asked to name a number of tea bag brand names that they knew 83 of
the 70 respondents said they knew ldquoLiptonrdquo 66 named ldquoRickshawrdquo 37 knew
ldquoLuk Yurdquo 20 knew ldquoTwiningsrdquo while 10 named ldquoTeck Soonrdquo
Table 3 shows the perception of Teck Soon tea bags when compared with its
major competitors on a five-point scale When comparing with these four major
competitors namely Lipton (立頓) Rickshaw (車仔) Luk Yu (陸羽) and Twinings
15
(川寧) the overall perception of Teck Soon tea bags was not as good as its major
competitors On a five-point scale in respect of taste respondents liked Rickshaw
Luk Yu and Lipton the most Respondents also showed that they had more confidence
in Lipton and Rickshaw They would be more likely to buy Liptonrsquos and Rickshawrsquos
tea bags Comparatively speaking respondents had least confidence in Teck Soon and
that were least likely to buy Teck Soonrsquos tea bags Additionally respondents liked
advertisements of Lipton and Rickshaw most
Table 3 Respondentsrsquo perception of Teck Soon tea bags when compared with its major competitors (in terms of the mean) Twinings Lipton Rickshaw Luk Yu Teck SoonLike the taste
30 35 36 36 26
Like the advertisements
29 36 34 32 23
Confident in brand
32 40 39 36 25
Likely to buy
29 41 39 36 22
5-point scale (1= dislike most least confident most unlikely to buy (5 = like most most confident most likely to buy)
An independent-samples t-test was conducted to compare the mean of male
respondentsrsquo and female respondentsrsquo perception of Teck Soon tea bags and its major
competitors The result showed no significant difference except that in Luk Yu tea
bagsrsquo taste and advertisements Male respondents had a more positive image of Luk
Yu tea bagsrsquo taste and advertisements than that of the female respondents
16
ii(d) Other information
During leisure time the respondents liked browsing Internet websites (22)
watching television (15) reading newspapers and magazines (14) playing sports
(14) seeing movies (11) shopping (9) listening to music (7) reading (6)
and others (2)
The respondents got up-to-date information about food and beverages mainly
from television (62) and magazines (32) Of various types of magazines they
liked those about dining and travelling most (30) followed by lifestyle magazines
(18) and current affairs magazines (15)
iii Conclusion
About half of the respondents drank tea by brewing tea bags Both men and
women aged 25 - 54 who had tertiary education or above and engaged in clerical and
professional jobs were drinkers of tea using tea bags When selecting tea bags they
mainly focused on the quality and ingredients of tea bags as well as the brandrsquos
prestige and popularity
Teck Soon gained a low level of awareness among the respondents and the
percentage of Teck Soon tea bag users was low Quite good taste and inexpensive
were the major reasons that motivated them to buy Teck Soonrsquos tea bags However
17
Teck Soonrsquos brand is not well known and the perceived image of brand was not good
enough When compared with its competitors respondentsrsquo perception scores of Teck
Soon in respect of taste confidence buying intention and liking of advertisements
were relatively low
18
C Market and Product Analysis
i Retail sales of supermarket consumption and expenditure on daily products in Hong Kong
According to the ldquo19992000 Household Expenditure Surveyrdquo average monthly
household expenditure on ldquoFoodrdquo accounted for 257 (HK$5612) of the average
monthly total household expenditure of HK$21797 Expenditure on ldquoBeveragesrdquo
represented 05 (HK$101) of expenditure on food4 According to the Expenditure
Weights of the 200405-based Consumer Price Indices (CPI) the expenditure weights
of ldquoFoodrdquo increased to 2694 from 2667 as in the 19992000-based CPI5 The
expenditure on beverages is expected to increase Apart from the reason that more and
more people drink tea for a healthier life and a life of better quality the retail market
had good performances in 2004 and 2005 as the Hong Kong economy recovered from
the economic recession in 2003 According to government data the retail sales value
of ldquofood alcoholic drinks and tobacco (other than supermarkets)rdquo grew by 26 in
2004 over 2003 and 48 in 2005 over 2004 The retail sales value of supermarkets
and supermarket sections of department stores increased by 34 in 2004 over 2003
and 64 in 2005 over 20046
Besides the growing retail market showed that the consumer confidence and the
consumption power have recovered According to analysis by major Gross Domestic 4 ldquo19992000 Household Expenditure Survey ndash Average Monthly Household Expenditure by CommodityService SectionGrouprdquo Census and Statistics Department HKSAR Government 5 wwwcenstatdgovhk 6 Index of Retail Sales (2004) and (2005) Census and Statistics Department HKSAR Government
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
5
communication tools such as sales promotion and public relations will also be used
throughout the campaign
It is expected that the whole campaign will spend a total of about HK$3362000
In order to measure the effectiveness of the whole campaign campaign
evaluation will be conducted at the end of 2007 using the method of posttesting The
evaluation of consumersrsquo awareness and recognition of the brand and products
promoted will also serve as benchmarks for future campaigns to develop
6
II Situation Analysis
A Company Analysis
i Corporate profile
Teck Soon Hong Limited a wholly-owned subsidiary of China Resources
(Holdings) Co was founded in Hong Kong in 1946 and marketed in a great variety of
different teas It has invested in Teck Soon Hong (Zhuhai) Health Food Company
Limited for the production research development and marketing of Teck Soonrsquos
various varieties of small-pack teas and tea bags with a total investment of
US$35000001 Its tea bags were first introduced to Hong Kong in 19972 Teck Soon
teas are now sold in Hong Kong China Southeast Asia European and American
countries
Teck Soon incorporates the concepts of Modern Natural and Healthy into its
tea products Its objective is to establish the Teck Soon brand as one of the leading
brands of Chinese teas
The company is located in the Nanping Science and Technology Industrial Park
in the State High-grade Technology Industries Development Area of Zhuhai It has
gained the reputation of being a ldquogreen factoryrdquo through rational planning in the park
1 Website of Teck Soon Tea (www tecksoonteacom) 2 Wen Wei Po (September 8 2001)
7
and a full complement of environmental protection facilities
To ensure that its tea products reach the highest levels of quality Tech Soon has
invited the top tea research organization in China the Tea Research Laboratory of the
Chinese Agricultural Science Institute as a cooperating unit responsible for the
quality control work of Teck Soon tea The companyrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene
Additionally the company has set up a tea laboratory engaging professional staff
mostly comprising of professors and researchers to continually research and develop
a range of healthy teas and organic teas Their efforts are aimed at creating teas with a
unique and lasting appeal developing and expanding the cultural tradition of Chinese
tea and creating new classics for modern tea culture
ii The Brand
As a new generation of consumers has arisen with greater demand of quality of
life Teck Soon tea has positioned itself to meet the requirements of modern
consumers It has set the objectives of producing ldquomodern natural and healthyrdquo
products to spread the brand message ldquoChinese Tea ndash Teck Soon Tea ndash Modern Teardquo
8
to consumers
- Modern Teck Soon is committed to promoting a modern Chinese tea
culture by creating a new image combining the tradition with the modern
In its processing production techniques business management brand
management and advertising Teck Soon takes into account the taste of
modern consumers and market demands
- Natural The raw materials of Teck Soon tea are all harvested from natural
pollution-free tea plantations and are processed to national standards and
subject to stringent quality control testing before becoming part of the
Teck Soon tea products
- Healthy Teck Soon aims that its tea products will give consumers the
taste of the flavour of running water of the mountains and feelings of a
cleansed soul and the wellness of body and mind
9
B Consumer Analysis
Tea is a kind of drinks that Hong Kong people are familiar with In the past few
years Hong Kong people are more cautious about their health subsequent to the
outbreak of Severe Acute Respiratory Syndrome (SARS) As medical studies have
revealed that drinking tea is good to health and helps prevent diseases it is expected
that more Hong Kong people will consider tea as a kind of healthcare beverages and
drink tea in their daily life Hong Kong people generally have long working hours A
survey conducted by the Clothing Industry Clerical And Retail Trade Employees
General Union from April to June in 2005 found that about 50 of the 414 people
interviewed worked more than 10 hours a day and 111 of the respondents worked
seven days a week throughout the year3 With long working hours people need to
save time in work as well as in family life So the availability of tea bags thus
provides Hong Kong people with a convenient way to drink tea
i Survey Research
A survey research was conducted by the author in May 2006 The objective of
the research is to collect the latest usage and profile information of tea bag consumers
A structured questionnaire was designed for this research and delivered to a
3 Apple Daily (July 14 2005) A04
10
convenient sample of 70 respondents recruited through personal contacts The survey
questionnaire and results are shown in Appendix I The questionnaire consisted three
parts The first part collected information about the consumption behaviour of the
consumers and factors they considered when buying tea bags The second part aimed
at finding out respondentsrsquo general impression and perception towards Teck Soon tea
bags and other competitors The final part collected respondentsrsquo demographic and
psychographic information
ii Survey Results and Analysis
A total of 70 sample respondents 35 male and 35 female were recruited through
personal contacts Eight-six per cent of them aged 25 - 34 6 aged 35 - 44 and 6
aged 45 - 54 Among the respondents 80 were tertiary educated or above while
47 and 24 worked in clerical and professional jobs respectively More than half
(57) of the respondents were single while 43 were married
The following consumer analysis includes consumption behaviour consumersrsquo
consideration when buying tea bags as well as level of awareness and perception of
Teck Soon tea bags
ii(a) Consumer behaviour
Among the 70 respondents 53 had the habit of buying tea bags and drinking
11
tea The major reasons for them to buy tea bags and drink tea were ldquofor thirstrdquo (18)
ldquohelp digestionrdquo (18) ldquorelaxingrdquo (18) ldquorefreshing the mindrdquo (17) and ldquotaste is
goodrdquo (16) 16 of them drank tea by brewing tea bags more than once each day
30 brewed a tea bag once every day 22 brewed once every two to three days
while 19 once every week
Among those who had the habit of buying tea bags and drank tea a majority of
them usually bought tea bags from supermarket (78) and more than half bought
Chinese tea bags (51) followed by green tea bags (17) and floral tea bags (15)
The respondents bought tea bags mainly when they needed (77) or when there
was special promotion and discount (17)
ii(b) Consumersrsquo consideration when buying tea bags
The following Table 1 shows respondentsrsquo consideration when buying tea bags
by expressing their opinions from very important to very unimportant and in terms of
the mean 62 and 34 of respondents took the view that the ldquoqualityrdquo of tea bags
was very important and important respectively The second and third important
considerations were the brand prestige and popularity of tea bags (21 very important
and 57 important) and the ingredients of tea bags (30 very important and 47
important) respectively
12
Table 1 Respondentsrsquo consideration when buying tea bags Very
Important
()
Important
()
Neutral
()
Not
Important
()
Very
Unimport-
ant
()
Mean SD
The quality 62 34 4 0 0 46 06 The ingredients 30 47 16 6 1 40 09 The brand prestige
and popularity
21 57 19 3 0 39 08
The selling price 17 53 20 9 1 38 09 Recommendations
from family
members relatives
friends amp colleagues
19 50 13 13 5 36 11
The place of origin 10 44 26 16 4 34 10 The variety 3 39 24 30 4 31 10 5-point scale (1=very unimportant 5 very important)
By comparing the mean it was found that respondents considered the quality of
products as the most important factor when buying tea bags followed by the
ingredients of products and the brand prestige and popularity of products
Respondents aged 25 - 34 who had tertiary education or above and engaged in
clerical and professional jobs were more likely to agree that quality of products was
very important and were about neutral to the variety of products
Results of independent-samples t-test showed that there was no significant
difference between male or female respondentsrsquo considerations when buying tea bags
ii(c) Level of awareness and perception of Teck Soon tea bags
Among the 70 respondents only 21 of them (30) had heard of ldquoTeck Soonrdquo
13
brandrsquos tea bags before Most of them knew the ldquoTeck Soonrdquo brand at selling
locations such as supermarkets (51) or through family members relatives friends
and colleagues (25) However of these 21 respondents who knew the ldquoTeck Soonrdquo
brand only 48 had drunk tea brewed with Teck Soon tea bags before
The questionnaire asked respondents to rate their perceived image of Teck Soon
tea bags on a seven-point scale of appropriateness of different adjectives and
descriptions Respondents generally considered Teck Soon tea bags ldquoinexpensiverdquo
(45) and were neutral of the perception about ldquoquality and taste goodrdquo (40) However
respondents also considered that the brand ldquonot well-knownrdquo (27) its ldquoimage is blurrdquo
(27) and the products had ldquoless advertisementrdquo (25) Perceived image of Teck Soon
tea bagsrsquo variety (35) credibility (37) and packaging (36) to the customers was not
distinctive as the relevant grading lean towards 4 which was a neutral degree Table 2
shows the perceived image of Teck Soon tea bags from those who had drunk tea
brewed with the brandrsquos tea bags before on a seven-point scale
14
Table 2 Respondentsrsquo perception of Teck Soon tea bags Image is blur 27 Image is clear
Less product variety 35 Many product variety Poor quality and taste bad
40 Good quality and taste good
Not credible 37 Credible
Expensive 45 Inexpensive
Ugly packaging 36 Beautiful packaging
Less advertisement 25 Many advertisement Brand not well-known
27 Brand well-known
1 2 3 4 5 6 7
Cross-tabulation analysis indicated that concerning age income career and
education all respondents had similar perception towards Teck Soon tea bags An
independent-samples t-test was conducted to compare the means of male respondentsrsquo
and female respondentsrsquo perception of Teck Soon tea bags The result showed a
significant difference in respect of image variety quality prestige selling price
packaging advertisement and brand Female respondentsrsquo perception of Teck Soon tea
bags was more positive than that of male respondents in all aspects
When asked to name a number of tea bag brand names that they knew 83 of
the 70 respondents said they knew ldquoLiptonrdquo 66 named ldquoRickshawrdquo 37 knew
ldquoLuk Yurdquo 20 knew ldquoTwiningsrdquo while 10 named ldquoTeck Soonrdquo
Table 3 shows the perception of Teck Soon tea bags when compared with its
major competitors on a five-point scale When comparing with these four major
competitors namely Lipton (立頓) Rickshaw (車仔) Luk Yu (陸羽) and Twinings
15
(川寧) the overall perception of Teck Soon tea bags was not as good as its major
competitors On a five-point scale in respect of taste respondents liked Rickshaw
Luk Yu and Lipton the most Respondents also showed that they had more confidence
in Lipton and Rickshaw They would be more likely to buy Liptonrsquos and Rickshawrsquos
tea bags Comparatively speaking respondents had least confidence in Teck Soon and
that were least likely to buy Teck Soonrsquos tea bags Additionally respondents liked
advertisements of Lipton and Rickshaw most
Table 3 Respondentsrsquo perception of Teck Soon tea bags when compared with its major competitors (in terms of the mean) Twinings Lipton Rickshaw Luk Yu Teck SoonLike the taste
30 35 36 36 26
Like the advertisements
29 36 34 32 23
Confident in brand
32 40 39 36 25
Likely to buy
29 41 39 36 22
5-point scale (1= dislike most least confident most unlikely to buy (5 = like most most confident most likely to buy)
An independent-samples t-test was conducted to compare the mean of male
respondentsrsquo and female respondentsrsquo perception of Teck Soon tea bags and its major
competitors The result showed no significant difference except that in Luk Yu tea
bagsrsquo taste and advertisements Male respondents had a more positive image of Luk
Yu tea bagsrsquo taste and advertisements than that of the female respondents
16
ii(d) Other information
During leisure time the respondents liked browsing Internet websites (22)
watching television (15) reading newspapers and magazines (14) playing sports
(14) seeing movies (11) shopping (9) listening to music (7) reading (6)
and others (2)
The respondents got up-to-date information about food and beverages mainly
from television (62) and magazines (32) Of various types of magazines they
liked those about dining and travelling most (30) followed by lifestyle magazines
(18) and current affairs magazines (15)
iii Conclusion
About half of the respondents drank tea by brewing tea bags Both men and
women aged 25 - 54 who had tertiary education or above and engaged in clerical and
professional jobs were drinkers of tea using tea bags When selecting tea bags they
mainly focused on the quality and ingredients of tea bags as well as the brandrsquos
prestige and popularity
Teck Soon gained a low level of awareness among the respondents and the
percentage of Teck Soon tea bag users was low Quite good taste and inexpensive
were the major reasons that motivated them to buy Teck Soonrsquos tea bags However
17
Teck Soonrsquos brand is not well known and the perceived image of brand was not good
enough When compared with its competitors respondentsrsquo perception scores of Teck
Soon in respect of taste confidence buying intention and liking of advertisements
were relatively low
18
C Market and Product Analysis
i Retail sales of supermarket consumption and expenditure on daily products in Hong Kong
According to the ldquo19992000 Household Expenditure Surveyrdquo average monthly
household expenditure on ldquoFoodrdquo accounted for 257 (HK$5612) of the average
monthly total household expenditure of HK$21797 Expenditure on ldquoBeveragesrdquo
represented 05 (HK$101) of expenditure on food4 According to the Expenditure
Weights of the 200405-based Consumer Price Indices (CPI) the expenditure weights
of ldquoFoodrdquo increased to 2694 from 2667 as in the 19992000-based CPI5 The
expenditure on beverages is expected to increase Apart from the reason that more and
more people drink tea for a healthier life and a life of better quality the retail market
had good performances in 2004 and 2005 as the Hong Kong economy recovered from
the economic recession in 2003 According to government data the retail sales value
of ldquofood alcoholic drinks and tobacco (other than supermarkets)rdquo grew by 26 in
2004 over 2003 and 48 in 2005 over 2004 The retail sales value of supermarkets
and supermarket sections of department stores increased by 34 in 2004 over 2003
and 64 in 2005 over 20046
Besides the growing retail market showed that the consumer confidence and the
consumption power have recovered According to analysis by major Gross Domestic 4 ldquo19992000 Household Expenditure Survey ndash Average Monthly Household Expenditure by CommodityService SectionGrouprdquo Census and Statistics Department HKSAR Government 5 wwwcenstatdgovhk 6 Index of Retail Sales (2004) and (2005) Census and Statistics Department HKSAR Government
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
6
II Situation Analysis
A Company Analysis
i Corporate profile
Teck Soon Hong Limited a wholly-owned subsidiary of China Resources
(Holdings) Co was founded in Hong Kong in 1946 and marketed in a great variety of
different teas It has invested in Teck Soon Hong (Zhuhai) Health Food Company
Limited for the production research development and marketing of Teck Soonrsquos
various varieties of small-pack teas and tea bags with a total investment of
US$35000001 Its tea bags were first introduced to Hong Kong in 19972 Teck Soon
teas are now sold in Hong Kong China Southeast Asia European and American
countries
Teck Soon incorporates the concepts of Modern Natural and Healthy into its
tea products Its objective is to establish the Teck Soon brand as one of the leading
brands of Chinese teas
The company is located in the Nanping Science and Technology Industrial Park
in the State High-grade Technology Industries Development Area of Zhuhai It has
gained the reputation of being a ldquogreen factoryrdquo through rational planning in the park
1 Website of Teck Soon Tea (www tecksoonteacom) 2 Wen Wei Po (September 8 2001)
7
and a full complement of environmental protection facilities
To ensure that its tea products reach the highest levels of quality Tech Soon has
invited the top tea research organization in China the Tea Research Laboratory of the
Chinese Agricultural Science Institute as a cooperating unit responsible for the
quality control work of Teck Soon tea The companyrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene
Additionally the company has set up a tea laboratory engaging professional staff
mostly comprising of professors and researchers to continually research and develop
a range of healthy teas and organic teas Their efforts are aimed at creating teas with a
unique and lasting appeal developing and expanding the cultural tradition of Chinese
tea and creating new classics for modern tea culture
ii The Brand
As a new generation of consumers has arisen with greater demand of quality of
life Teck Soon tea has positioned itself to meet the requirements of modern
consumers It has set the objectives of producing ldquomodern natural and healthyrdquo
products to spread the brand message ldquoChinese Tea ndash Teck Soon Tea ndash Modern Teardquo
8
to consumers
- Modern Teck Soon is committed to promoting a modern Chinese tea
culture by creating a new image combining the tradition with the modern
In its processing production techniques business management brand
management and advertising Teck Soon takes into account the taste of
modern consumers and market demands
- Natural The raw materials of Teck Soon tea are all harvested from natural
pollution-free tea plantations and are processed to national standards and
subject to stringent quality control testing before becoming part of the
Teck Soon tea products
- Healthy Teck Soon aims that its tea products will give consumers the
taste of the flavour of running water of the mountains and feelings of a
cleansed soul and the wellness of body and mind
9
B Consumer Analysis
Tea is a kind of drinks that Hong Kong people are familiar with In the past few
years Hong Kong people are more cautious about their health subsequent to the
outbreak of Severe Acute Respiratory Syndrome (SARS) As medical studies have
revealed that drinking tea is good to health and helps prevent diseases it is expected
that more Hong Kong people will consider tea as a kind of healthcare beverages and
drink tea in their daily life Hong Kong people generally have long working hours A
survey conducted by the Clothing Industry Clerical And Retail Trade Employees
General Union from April to June in 2005 found that about 50 of the 414 people
interviewed worked more than 10 hours a day and 111 of the respondents worked
seven days a week throughout the year3 With long working hours people need to
save time in work as well as in family life So the availability of tea bags thus
provides Hong Kong people with a convenient way to drink tea
i Survey Research
A survey research was conducted by the author in May 2006 The objective of
the research is to collect the latest usage and profile information of tea bag consumers
A structured questionnaire was designed for this research and delivered to a
3 Apple Daily (July 14 2005) A04
10
convenient sample of 70 respondents recruited through personal contacts The survey
questionnaire and results are shown in Appendix I The questionnaire consisted three
parts The first part collected information about the consumption behaviour of the
consumers and factors they considered when buying tea bags The second part aimed
at finding out respondentsrsquo general impression and perception towards Teck Soon tea
bags and other competitors The final part collected respondentsrsquo demographic and
psychographic information
ii Survey Results and Analysis
A total of 70 sample respondents 35 male and 35 female were recruited through
personal contacts Eight-six per cent of them aged 25 - 34 6 aged 35 - 44 and 6
aged 45 - 54 Among the respondents 80 were tertiary educated or above while
47 and 24 worked in clerical and professional jobs respectively More than half
(57) of the respondents were single while 43 were married
The following consumer analysis includes consumption behaviour consumersrsquo
consideration when buying tea bags as well as level of awareness and perception of
Teck Soon tea bags
ii(a) Consumer behaviour
Among the 70 respondents 53 had the habit of buying tea bags and drinking
11
tea The major reasons for them to buy tea bags and drink tea were ldquofor thirstrdquo (18)
ldquohelp digestionrdquo (18) ldquorelaxingrdquo (18) ldquorefreshing the mindrdquo (17) and ldquotaste is
goodrdquo (16) 16 of them drank tea by brewing tea bags more than once each day
30 brewed a tea bag once every day 22 brewed once every two to three days
while 19 once every week
Among those who had the habit of buying tea bags and drank tea a majority of
them usually bought tea bags from supermarket (78) and more than half bought
Chinese tea bags (51) followed by green tea bags (17) and floral tea bags (15)
The respondents bought tea bags mainly when they needed (77) or when there
was special promotion and discount (17)
ii(b) Consumersrsquo consideration when buying tea bags
The following Table 1 shows respondentsrsquo consideration when buying tea bags
by expressing their opinions from very important to very unimportant and in terms of
the mean 62 and 34 of respondents took the view that the ldquoqualityrdquo of tea bags
was very important and important respectively The second and third important
considerations were the brand prestige and popularity of tea bags (21 very important
and 57 important) and the ingredients of tea bags (30 very important and 47
important) respectively
12
Table 1 Respondentsrsquo consideration when buying tea bags Very
Important
()
Important
()
Neutral
()
Not
Important
()
Very
Unimport-
ant
()
Mean SD
The quality 62 34 4 0 0 46 06 The ingredients 30 47 16 6 1 40 09 The brand prestige
and popularity
21 57 19 3 0 39 08
The selling price 17 53 20 9 1 38 09 Recommendations
from family
members relatives
friends amp colleagues
19 50 13 13 5 36 11
The place of origin 10 44 26 16 4 34 10 The variety 3 39 24 30 4 31 10 5-point scale (1=very unimportant 5 very important)
By comparing the mean it was found that respondents considered the quality of
products as the most important factor when buying tea bags followed by the
ingredients of products and the brand prestige and popularity of products
Respondents aged 25 - 34 who had tertiary education or above and engaged in
clerical and professional jobs were more likely to agree that quality of products was
very important and were about neutral to the variety of products
Results of independent-samples t-test showed that there was no significant
difference between male or female respondentsrsquo considerations when buying tea bags
ii(c) Level of awareness and perception of Teck Soon tea bags
Among the 70 respondents only 21 of them (30) had heard of ldquoTeck Soonrdquo
13
brandrsquos tea bags before Most of them knew the ldquoTeck Soonrdquo brand at selling
locations such as supermarkets (51) or through family members relatives friends
and colleagues (25) However of these 21 respondents who knew the ldquoTeck Soonrdquo
brand only 48 had drunk tea brewed with Teck Soon tea bags before
The questionnaire asked respondents to rate their perceived image of Teck Soon
tea bags on a seven-point scale of appropriateness of different adjectives and
descriptions Respondents generally considered Teck Soon tea bags ldquoinexpensiverdquo
(45) and were neutral of the perception about ldquoquality and taste goodrdquo (40) However
respondents also considered that the brand ldquonot well-knownrdquo (27) its ldquoimage is blurrdquo
(27) and the products had ldquoless advertisementrdquo (25) Perceived image of Teck Soon
tea bagsrsquo variety (35) credibility (37) and packaging (36) to the customers was not
distinctive as the relevant grading lean towards 4 which was a neutral degree Table 2
shows the perceived image of Teck Soon tea bags from those who had drunk tea
brewed with the brandrsquos tea bags before on a seven-point scale
14
Table 2 Respondentsrsquo perception of Teck Soon tea bags Image is blur 27 Image is clear
Less product variety 35 Many product variety Poor quality and taste bad
40 Good quality and taste good
Not credible 37 Credible
Expensive 45 Inexpensive
Ugly packaging 36 Beautiful packaging
Less advertisement 25 Many advertisement Brand not well-known
27 Brand well-known
1 2 3 4 5 6 7
Cross-tabulation analysis indicated that concerning age income career and
education all respondents had similar perception towards Teck Soon tea bags An
independent-samples t-test was conducted to compare the means of male respondentsrsquo
and female respondentsrsquo perception of Teck Soon tea bags The result showed a
significant difference in respect of image variety quality prestige selling price
packaging advertisement and brand Female respondentsrsquo perception of Teck Soon tea
bags was more positive than that of male respondents in all aspects
When asked to name a number of tea bag brand names that they knew 83 of
the 70 respondents said they knew ldquoLiptonrdquo 66 named ldquoRickshawrdquo 37 knew
ldquoLuk Yurdquo 20 knew ldquoTwiningsrdquo while 10 named ldquoTeck Soonrdquo
Table 3 shows the perception of Teck Soon tea bags when compared with its
major competitors on a five-point scale When comparing with these four major
competitors namely Lipton (立頓) Rickshaw (車仔) Luk Yu (陸羽) and Twinings
15
(川寧) the overall perception of Teck Soon tea bags was not as good as its major
competitors On a five-point scale in respect of taste respondents liked Rickshaw
Luk Yu and Lipton the most Respondents also showed that they had more confidence
in Lipton and Rickshaw They would be more likely to buy Liptonrsquos and Rickshawrsquos
tea bags Comparatively speaking respondents had least confidence in Teck Soon and
that were least likely to buy Teck Soonrsquos tea bags Additionally respondents liked
advertisements of Lipton and Rickshaw most
Table 3 Respondentsrsquo perception of Teck Soon tea bags when compared with its major competitors (in terms of the mean) Twinings Lipton Rickshaw Luk Yu Teck SoonLike the taste
30 35 36 36 26
Like the advertisements
29 36 34 32 23
Confident in brand
32 40 39 36 25
Likely to buy
29 41 39 36 22
5-point scale (1= dislike most least confident most unlikely to buy (5 = like most most confident most likely to buy)
An independent-samples t-test was conducted to compare the mean of male
respondentsrsquo and female respondentsrsquo perception of Teck Soon tea bags and its major
competitors The result showed no significant difference except that in Luk Yu tea
bagsrsquo taste and advertisements Male respondents had a more positive image of Luk
Yu tea bagsrsquo taste and advertisements than that of the female respondents
16
ii(d) Other information
During leisure time the respondents liked browsing Internet websites (22)
watching television (15) reading newspapers and magazines (14) playing sports
(14) seeing movies (11) shopping (9) listening to music (7) reading (6)
and others (2)
The respondents got up-to-date information about food and beverages mainly
from television (62) and magazines (32) Of various types of magazines they
liked those about dining and travelling most (30) followed by lifestyle magazines
(18) and current affairs magazines (15)
iii Conclusion
About half of the respondents drank tea by brewing tea bags Both men and
women aged 25 - 54 who had tertiary education or above and engaged in clerical and
professional jobs were drinkers of tea using tea bags When selecting tea bags they
mainly focused on the quality and ingredients of tea bags as well as the brandrsquos
prestige and popularity
Teck Soon gained a low level of awareness among the respondents and the
percentage of Teck Soon tea bag users was low Quite good taste and inexpensive
were the major reasons that motivated them to buy Teck Soonrsquos tea bags However
17
Teck Soonrsquos brand is not well known and the perceived image of brand was not good
enough When compared with its competitors respondentsrsquo perception scores of Teck
Soon in respect of taste confidence buying intention and liking of advertisements
were relatively low
18
C Market and Product Analysis
i Retail sales of supermarket consumption and expenditure on daily products in Hong Kong
According to the ldquo19992000 Household Expenditure Surveyrdquo average monthly
household expenditure on ldquoFoodrdquo accounted for 257 (HK$5612) of the average
monthly total household expenditure of HK$21797 Expenditure on ldquoBeveragesrdquo
represented 05 (HK$101) of expenditure on food4 According to the Expenditure
Weights of the 200405-based Consumer Price Indices (CPI) the expenditure weights
of ldquoFoodrdquo increased to 2694 from 2667 as in the 19992000-based CPI5 The
expenditure on beverages is expected to increase Apart from the reason that more and
more people drink tea for a healthier life and a life of better quality the retail market
had good performances in 2004 and 2005 as the Hong Kong economy recovered from
the economic recession in 2003 According to government data the retail sales value
of ldquofood alcoholic drinks and tobacco (other than supermarkets)rdquo grew by 26 in
2004 over 2003 and 48 in 2005 over 2004 The retail sales value of supermarkets
and supermarket sections of department stores increased by 34 in 2004 over 2003
and 64 in 2005 over 20046
Besides the growing retail market showed that the consumer confidence and the
consumption power have recovered According to analysis by major Gross Domestic 4 ldquo19992000 Household Expenditure Survey ndash Average Monthly Household Expenditure by CommodityService SectionGrouprdquo Census and Statistics Department HKSAR Government 5 wwwcenstatdgovhk 6 Index of Retail Sales (2004) and (2005) Census and Statistics Department HKSAR Government
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
7
and a full complement of environmental protection facilities
To ensure that its tea products reach the highest levels of quality Tech Soon has
invited the top tea research organization in China the Tea Research Laboratory of the
Chinese Agricultural Science Institute as a cooperating unit responsible for the
quality control work of Teck Soon tea The companyrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene
Additionally the company has set up a tea laboratory engaging professional staff
mostly comprising of professors and researchers to continually research and develop
a range of healthy teas and organic teas Their efforts are aimed at creating teas with a
unique and lasting appeal developing and expanding the cultural tradition of Chinese
tea and creating new classics for modern tea culture
ii The Brand
As a new generation of consumers has arisen with greater demand of quality of
life Teck Soon tea has positioned itself to meet the requirements of modern
consumers It has set the objectives of producing ldquomodern natural and healthyrdquo
products to spread the brand message ldquoChinese Tea ndash Teck Soon Tea ndash Modern Teardquo
8
to consumers
- Modern Teck Soon is committed to promoting a modern Chinese tea
culture by creating a new image combining the tradition with the modern
In its processing production techniques business management brand
management and advertising Teck Soon takes into account the taste of
modern consumers and market demands
- Natural The raw materials of Teck Soon tea are all harvested from natural
pollution-free tea plantations and are processed to national standards and
subject to stringent quality control testing before becoming part of the
Teck Soon tea products
- Healthy Teck Soon aims that its tea products will give consumers the
taste of the flavour of running water of the mountains and feelings of a
cleansed soul and the wellness of body and mind
9
B Consumer Analysis
Tea is a kind of drinks that Hong Kong people are familiar with In the past few
years Hong Kong people are more cautious about their health subsequent to the
outbreak of Severe Acute Respiratory Syndrome (SARS) As medical studies have
revealed that drinking tea is good to health and helps prevent diseases it is expected
that more Hong Kong people will consider tea as a kind of healthcare beverages and
drink tea in their daily life Hong Kong people generally have long working hours A
survey conducted by the Clothing Industry Clerical And Retail Trade Employees
General Union from April to June in 2005 found that about 50 of the 414 people
interviewed worked more than 10 hours a day and 111 of the respondents worked
seven days a week throughout the year3 With long working hours people need to
save time in work as well as in family life So the availability of tea bags thus
provides Hong Kong people with a convenient way to drink tea
i Survey Research
A survey research was conducted by the author in May 2006 The objective of
the research is to collect the latest usage and profile information of tea bag consumers
A structured questionnaire was designed for this research and delivered to a
3 Apple Daily (July 14 2005) A04
10
convenient sample of 70 respondents recruited through personal contacts The survey
questionnaire and results are shown in Appendix I The questionnaire consisted three
parts The first part collected information about the consumption behaviour of the
consumers and factors they considered when buying tea bags The second part aimed
at finding out respondentsrsquo general impression and perception towards Teck Soon tea
bags and other competitors The final part collected respondentsrsquo demographic and
psychographic information
ii Survey Results and Analysis
A total of 70 sample respondents 35 male and 35 female were recruited through
personal contacts Eight-six per cent of them aged 25 - 34 6 aged 35 - 44 and 6
aged 45 - 54 Among the respondents 80 were tertiary educated or above while
47 and 24 worked in clerical and professional jobs respectively More than half
(57) of the respondents were single while 43 were married
The following consumer analysis includes consumption behaviour consumersrsquo
consideration when buying tea bags as well as level of awareness and perception of
Teck Soon tea bags
ii(a) Consumer behaviour
Among the 70 respondents 53 had the habit of buying tea bags and drinking
11
tea The major reasons for them to buy tea bags and drink tea were ldquofor thirstrdquo (18)
ldquohelp digestionrdquo (18) ldquorelaxingrdquo (18) ldquorefreshing the mindrdquo (17) and ldquotaste is
goodrdquo (16) 16 of them drank tea by brewing tea bags more than once each day
30 brewed a tea bag once every day 22 brewed once every two to three days
while 19 once every week
Among those who had the habit of buying tea bags and drank tea a majority of
them usually bought tea bags from supermarket (78) and more than half bought
Chinese tea bags (51) followed by green tea bags (17) and floral tea bags (15)
The respondents bought tea bags mainly when they needed (77) or when there
was special promotion and discount (17)
ii(b) Consumersrsquo consideration when buying tea bags
The following Table 1 shows respondentsrsquo consideration when buying tea bags
by expressing their opinions from very important to very unimportant and in terms of
the mean 62 and 34 of respondents took the view that the ldquoqualityrdquo of tea bags
was very important and important respectively The second and third important
considerations were the brand prestige and popularity of tea bags (21 very important
and 57 important) and the ingredients of tea bags (30 very important and 47
important) respectively
12
Table 1 Respondentsrsquo consideration when buying tea bags Very
Important
()
Important
()
Neutral
()
Not
Important
()
Very
Unimport-
ant
()
Mean SD
The quality 62 34 4 0 0 46 06 The ingredients 30 47 16 6 1 40 09 The brand prestige
and popularity
21 57 19 3 0 39 08
The selling price 17 53 20 9 1 38 09 Recommendations
from family
members relatives
friends amp colleagues
19 50 13 13 5 36 11
The place of origin 10 44 26 16 4 34 10 The variety 3 39 24 30 4 31 10 5-point scale (1=very unimportant 5 very important)
By comparing the mean it was found that respondents considered the quality of
products as the most important factor when buying tea bags followed by the
ingredients of products and the brand prestige and popularity of products
Respondents aged 25 - 34 who had tertiary education or above and engaged in
clerical and professional jobs were more likely to agree that quality of products was
very important and were about neutral to the variety of products
Results of independent-samples t-test showed that there was no significant
difference between male or female respondentsrsquo considerations when buying tea bags
ii(c) Level of awareness and perception of Teck Soon tea bags
Among the 70 respondents only 21 of them (30) had heard of ldquoTeck Soonrdquo
13
brandrsquos tea bags before Most of them knew the ldquoTeck Soonrdquo brand at selling
locations such as supermarkets (51) or through family members relatives friends
and colleagues (25) However of these 21 respondents who knew the ldquoTeck Soonrdquo
brand only 48 had drunk tea brewed with Teck Soon tea bags before
The questionnaire asked respondents to rate their perceived image of Teck Soon
tea bags on a seven-point scale of appropriateness of different adjectives and
descriptions Respondents generally considered Teck Soon tea bags ldquoinexpensiverdquo
(45) and were neutral of the perception about ldquoquality and taste goodrdquo (40) However
respondents also considered that the brand ldquonot well-knownrdquo (27) its ldquoimage is blurrdquo
(27) and the products had ldquoless advertisementrdquo (25) Perceived image of Teck Soon
tea bagsrsquo variety (35) credibility (37) and packaging (36) to the customers was not
distinctive as the relevant grading lean towards 4 which was a neutral degree Table 2
shows the perceived image of Teck Soon tea bags from those who had drunk tea
brewed with the brandrsquos tea bags before on a seven-point scale
14
Table 2 Respondentsrsquo perception of Teck Soon tea bags Image is blur 27 Image is clear
Less product variety 35 Many product variety Poor quality and taste bad
40 Good quality and taste good
Not credible 37 Credible
Expensive 45 Inexpensive
Ugly packaging 36 Beautiful packaging
Less advertisement 25 Many advertisement Brand not well-known
27 Brand well-known
1 2 3 4 5 6 7
Cross-tabulation analysis indicated that concerning age income career and
education all respondents had similar perception towards Teck Soon tea bags An
independent-samples t-test was conducted to compare the means of male respondentsrsquo
and female respondentsrsquo perception of Teck Soon tea bags The result showed a
significant difference in respect of image variety quality prestige selling price
packaging advertisement and brand Female respondentsrsquo perception of Teck Soon tea
bags was more positive than that of male respondents in all aspects
When asked to name a number of tea bag brand names that they knew 83 of
the 70 respondents said they knew ldquoLiptonrdquo 66 named ldquoRickshawrdquo 37 knew
ldquoLuk Yurdquo 20 knew ldquoTwiningsrdquo while 10 named ldquoTeck Soonrdquo
Table 3 shows the perception of Teck Soon tea bags when compared with its
major competitors on a five-point scale When comparing with these four major
competitors namely Lipton (立頓) Rickshaw (車仔) Luk Yu (陸羽) and Twinings
15
(川寧) the overall perception of Teck Soon tea bags was not as good as its major
competitors On a five-point scale in respect of taste respondents liked Rickshaw
Luk Yu and Lipton the most Respondents also showed that they had more confidence
in Lipton and Rickshaw They would be more likely to buy Liptonrsquos and Rickshawrsquos
tea bags Comparatively speaking respondents had least confidence in Teck Soon and
that were least likely to buy Teck Soonrsquos tea bags Additionally respondents liked
advertisements of Lipton and Rickshaw most
Table 3 Respondentsrsquo perception of Teck Soon tea bags when compared with its major competitors (in terms of the mean) Twinings Lipton Rickshaw Luk Yu Teck SoonLike the taste
30 35 36 36 26
Like the advertisements
29 36 34 32 23
Confident in brand
32 40 39 36 25
Likely to buy
29 41 39 36 22
5-point scale (1= dislike most least confident most unlikely to buy (5 = like most most confident most likely to buy)
An independent-samples t-test was conducted to compare the mean of male
respondentsrsquo and female respondentsrsquo perception of Teck Soon tea bags and its major
competitors The result showed no significant difference except that in Luk Yu tea
bagsrsquo taste and advertisements Male respondents had a more positive image of Luk
Yu tea bagsrsquo taste and advertisements than that of the female respondents
16
ii(d) Other information
During leisure time the respondents liked browsing Internet websites (22)
watching television (15) reading newspapers and magazines (14) playing sports
(14) seeing movies (11) shopping (9) listening to music (7) reading (6)
and others (2)
The respondents got up-to-date information about food and beverages mainly
from television (62) and magazines (32) Of various types of magazines they
liked those about dining and travelling most (30) followed by lifestyle magazines
(18) and current affairs magazines (15)
iii Conclusion
About half of the respondents drank tea by brewing tea bags Both men and
women aged 25 - 54 who had tertiary education or above and engaged in clerical and
professional jobs were drinkers of tea using tea bags When selecting tea bags they
mainly focused on the quality and ingredients of tea bags as well as the brandrsquos
prestige and popularity
Teck Soon gained a low level of awareness among the respondents and the
percentage of Teck Soon tea bag users was low Quite good taste and inexpensive
were the major reasons that motivated them to buy Teck Soonrsquos tea bags However
17
Teck Soonrsquos brand is not well known and the perceived image of brand was not good
enough When compared with its competitors respondentsrsquo perception scores of Teck
Soon in respect of taste confidence buying intention and liking of advertisements
were relatively low
18
C Market and Product Analysis
i Retail sales of supermarket consumption and expenditure on daily products in Hong Kong
According to the ldquo19992000 Household Expenditure Surveyrdquo average monthly
household expenditure on ldquoFoodrdquo accounted for 257 (HK$5612) of the average
monthly total household expenditure of HK$21797 Expenditure on ldquoBeveragesrdquo
represented 05 (HK$101) of expenditure on food4 According to the Expenditure
Weights of the 200405-based Consumer Price Indices (CPI) the expenditure weights
of ldquoFoodrdquo increased to 2694 from 2667 as in the 19992000-based CPI5 The
expenditure on beverages is expected to increase Apart from the reason that more and
more people drink tea for a healthier life and a life of better quality the retail market
had good performances in 2004 and 2005 as the Hong Kong economy recovered from
the economic recession in 2003 According to government data the retail sales value
of ldquofood alcoholic drinks and tobacco (other than supermarkets)rdquo grew by 26 in
2004 over 2003 and 48 in 2005 over 2004 The retail sales value of supermarkets
and supermarket sections of department stores increased by 34 in 2004 over 2003
and 64 in 2005 over 20046
Besides the growing retail market showed that the consumer confidence and the
consumption power have recovered According to analysis by major Gross Domestic 4 ldquo19992000 Household Expenditure Survey ndash Average Monthly Household Expenditure by CommodityService SectionGrouprdquo Census and Statistics Department HKSAR Government 5 wwwcenstatdgovhk 6 Index of Retail Sales (2004) and (2005) Census and Statistics Department HKSAR Government
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
8
to consumers
- Modern Teck Soon is committed to promoting a modern Chinese tea
culture by creating a new image combining the tradition with the modern
In its processing production techniques business management brand
management and advertising Teck Soon takes into account the taste of
modern consumers and market demands
- Natural The raw materials of Teck Soon tea are all harvested from natural
pollution-free tea plantations and are processed to national standards and
subject to stringent quality control testing before becoming part of the
Teck Soon tea products
- Healthy Teck Soon aims that its tea products will give consumers the
taste of the flavour of running water of the mountains and feelings of a
cleansed soul and the wellness of body and mind
9
B Consumer Analysis
Tea is a kind of drinks that Hong Kong people are familiar with In the past few
years Hong Kong people are more cautious about their health subsequent to the
outbreak of Severe Acute Respiratory Syndrome (SARS) As medical studies have
revealed that drinking tea is good to health and helps prevent diseases it is expected
that more Hong Kong people will consider tea as a kind of healthcare beverages and
drink tea in their daily life Hong Kong people generally have long working hours A
survey conducted by the Clothing Industry Clerical And Retail Trade Employees
General Union from April to June in 2005 found that about 50 of the 414 people
interviewed worked more than 10 hours a day and 111 of the respondents worked
seven days a week throughout the year3 With long working hours people need to
save time in work as well as in family life So the availability of tea bags thus
provides Hong Kong people with a convenient way to drink tea
i Survey Research
A survey research was conducted by the author in May 2006 The objective of
the research is to collect the latest usage and profile information of tea bag consumers
A structured questionnaire was designed for this research and delivered to a
3 Apple Daily (July 14 2005) A04
10
convenient sample of 70 respondents recruited through personal contacts The survey
questionnaire and results are shown in Appendix I The questionnaire consisted three
parts The first part collected information about the consumption behaviour of the
consumers and factors they considered when buying tea bags The second part aimed
at finding out respondentsrsquo general impression and perception towards Teck Soon tea
bags and other competitors The final part collected respondentsrsquo demographic and
psychographic information
ii Survey Results and Analysis
A total of 70 sample respondents 35 male and 35 female were recruited through
personal contacts Eight-six per cent of them aged 25 - 34 6 aged 35 - 44 and 6
aged 45 - 54 Among the respondents 80 were tertiary educated or above while
47 and 24 worked in clerical and professional jobs respectively More than half
(57) of the respondents were single while 43 were married
The following consumer analysis includes consumption behaviour consumersrsquo
consideration when buying tea bags as well as level of awareness and perception of
Teck Soon tea bags
ii(a) Consumer behaviour
Among the 70 respondents 53 had the habit of buying tea bags and drinking
11
tea The major reasons for them to buy tea bags and drink tea were ldquofor thirstrdquo (18)
ldquohelp digestionrdquo (18) ldquorelaxingrdquo (18) ldquorefreshing the mindrdquo (17) and ldquotaste is
goodrdquo (16) 16 of them drank tea by brewing tea bags more than once each day
30 brewed a tea bag once every day 22 brewed once every two to three days
while 19 once every week
Among those who had the habit of buying tea bags and drank tea a majority of
them usually bought tea bags from supermarket (78) and more than half bought
Chinese tea bags (51) followed by green tea bags (17) and floral tea bags (15)
The respondents bought tea bags mainly when they needed (77) or when there
was special promotion and discount (17)
ii(b) Consumersrsquo consideration when buying tea bags
The following Table 1 shows respondentsrsquo consideration when buying tea bags
by expressing their opinions from very important to very unimportant and in terms of
the mean 62 and 34 of respondents took the view that the ldquoqualityrdquo of tea bags
was very important and important respectively The second and third important
considerations were the brand prestige and popularity of tea bags (21 very important
and 57 important) and the ingredients of tea bags (30 very important and 47
important) respectively
12
Table 1 Respondentsrsquo consideration when buying tea bags Very
Important
()
Important
()
Neutral
()
Not
Important
()
Very
Unimport-
ant
()
Mean SD
The quality 62 34 4 0 0 46 06 The ingredients 30 47 16 6 1 40 09 The brand prestige
and popularity
21 57 19 3 0 39 08
The selling price 17 53 20 9 1 38 09 Recommendations
from family
members relatives
friends amp colleagues
19 50 13 13 5 36 11
The place of origin 10 44 26 16 4 34 10 The variety 3 39 24 30 4 31 10 5-point scale (1=very unimportant 5 very important)
By comparing the mean it was found that respondents considered the quality of
products as the most important factor when buying tea bags followed by the
ingredients of products and the brand prestige and popularity of products
Respondents aged 25 - 34 who had tertiary education or above and engaged in
clerical and professional jobs were more likely to agree that quality of products was
very important and were about neutral to the variety of products
Results of independent-samples t-test showed that there was no significant
difference between male or female respondentsrsquo considerations when buying tea bags
ii(c) Level of awareness and perception of Teck Soon tea bags
Among the 70 respondents only 21 of them (30) had heard of ldquoTeck Soonrdquo
13
brandrsquos tea bags before Most of them knew the ldquoTeck Soonrdquo brand at selling
locations such as supermarkets (51) or through family members relatives friends
and colleagues (25) However of these 21 respondents who knew the ldquoTeck Soonrdquo
brand only 48 had drunk tea brewed with Teck Soon tea bags before
The questionnaire asked respondents to rate their perceived image of Teck Soon
tea bags on a seven-point scale of appropriateness of different adjectives and
descriptions Respondents generally considered Teck Soon tea bags ldquoinexpensiverdquo
(45) and were neutral of the perception about ldquoquality and taste goodrdquo (40) However
respondents also considered that the brand ldquonot well-knownrdquo (27) its ldquoimage is blurrdquo
(27) and the products had ldquoless advertisementrdquo (25) Perceived image of Teck Soon
tea bagsrsquo variety (35) credibility (37) and packaging (36) to the customers was not
distinctive as the relevant grading lean towards 4 which was a neutral degree Table 2
shows the perceived image of Teck Soon tea bags from those who had drunk tea
brewed with the brandrsquos tea bags before on a seven-point scale
14
Table 2 Respondentsrsquo perception of Teck Soon tea bags Image is blur 27 Image is clear
Less product variety 35 Many product variety Poor quality and taste bad
40 Good quality and taste good
Not credible 37 Credible
Expensive 45 Inexpensive
Ugly packaging 36 Beautiful packaging
Less advertisement 25 Many advertisement Brand not well-known
27 Brand well-known
1 2 3 4 5 6 7
Cross-tabulation analysis indicated that concerning age income career and
education all respondents had similar perception towards Teck Soon tea bags An
independent-samples t-test was conducted to compare the means of male respondentsrsquo
and female respondentsrsquo perception of Teck Soon tea bags The result showed a
significant difference in respect of image variety quality prestige selling price
packaging advertisement and brand Female respondentsrsquo perception of Teck Soon tea
bags was more positive than that of male respondents in all aspects
When asked to name a number of tea bag brand names that they knew 83 of
the 70 respondents said they knew ldquoLiptonrdquo 66 named ldquoRickshawrdquo 37 knew
ldquoLuk Yurdquo 20 knew ldquoTwiningsrdquo while 10 named ldquoTeck Soonrdquo
Table 3 shows the perception of Teck Soon tea bags when compared with its
major competitors on a five-point scale When comparing with these four major
competitors namely Lipton (立頓) Rickshaw (車仔) Luk Yu (陸羽) and Twinings
15
(川寧) the overall perception of Teck Soon tea bags was not as good as its major
competitors On a five-point scale in respect of taste respondents liked Rickshaw
Luk Yu and Lipton the most Respondents also showed that they had more confidence
in Lipton and Rickshaw They would be more likely to buy Liptonrsquos and Rickshawrsquos
tea bags Comparatively speaking respondents had least confidence in Teck Soon and
that were least likely to buy Teck Soonrsquos tea bags Additionally respondents liked
advertisements of Lipton and Rickshaw most
Table 3 Respondentsrsquo perception of Teck Soon tea bags when compared with its major competitors (in terms of the mean) Twinings Lipton Rickshaw Luk Yu Teck SoonLike the taste
30 35 36 36 26
Like the advertisements
29 36 34 32 23
Confident in brand
32 40 39 36 25
Likely to buy
29 41 39 36 22
5-point scale (1= dislike most least confident most unlikely to buy (5 = like most most confident most likely to buy)
An independent-samples t-test was conducted to compare the mean of male
respondentsrsquo and female respondentsrsquo perception of Teck Soon tea bags and its major
competitors The result showed no significant difference except that in Luk Yu tea
bagsrsquo taste and advertisements Male respondents had a more positive image of Luk
Yu tea bagsrsquo taste and advertisements than that of the female respondents
16
ii(d) Other information
During leisure time the respondents liked browsing Internet websites (22)
watching television (15) reading newspapers and magazines (14) playing sports
(14) seeing movies (11) shopping (9) listening to music (7) reading (6)
and others (2)
The respondents got up-to-date information about food and beverages mainly
from television (62) and magazines (32) Of various types of magazines they
liked those about dining and travelling most (30) followed by lifestyle magazines
(18) and current affairs magazines (15)
iii Conclusion
About half of the respondents drank tea by brewing tea bags Both men and
women aged 25 - 54 who had tertiary education or above and engaged in clerical and
professional jobs were drinkers of tea using tea bags When selecting tea bags they
mainly focused on the quality and ingredients of tea bags as well as the brandrsquos
prestige and popularity
Teck Soon gained a low level of awareness among the respondents and the
percentage of Teck Soon tea bag users was low Quite good taste and inexpensive
were the major reasons that motivated them to buy Teck Soonrsquos tea bags However
17
Teck Soonrsquos brand is not well known and the perceived image of brand was not good
enough When compared with its competitors respondentsrsquo perception scores of Teck
Soon in respect of taste confidence buying intention and liking of advertisements
were relatively low
18
C Market and Product Analysis
i Retail sales of supermarket consumption and expenditure on daily products in Hong Kong
According to the ldquo19992000 Household Expenditure Surveyrdquo average monthly
household expenditure on ldquoFoodrdquo accounted for 257 (HK$5612) of the average
monthly total household expenditure of HK$21797 Expenditure on ldquoBeveragesrdquo
represented 05 (HK$101) of expenditure on food4 According to the Expenditure
Weights of the 200405-based Consumer Price Indices (CPI) the expenditure weights
of ldquoFoodrdquo increased to 2694 from 2667 as in the 19992000-based CPI5 The
expenditure on beverages is expected to increase Apart from the reason that more and
more people drink tea for a healthier life and a life of better quality the retail market
had good performances in 2004 and 2005 as the Hong Kong economy recovered from
the economic recession in 2003 According to government data the retail sales value
of ldquofood alcoholic drinks and tobacco (other than supermarkets)rdquo grew by 26 in
2004 over 2003 and 48 in 2005 over 2004 The retail sales value of supermarkets
and supermarket sections of department stores increased by 34 in 2004 over 2003
and 64 in 2005 over 20046
Besides the growing retail market showed that the consumer confidence and the
consumption power have recovered According to analysis by major Gross Domestic 4 ldquo19992000 Household Expenditure Survey ndash Average Monthly Household Expenditure by CommodityService SectionGrouprdquo Census and Statistics Department HKSAR Government 5 wwwcenstatdgovhk 6 Index of Retail Sales (2004) and (2005) Census and Statistics Department HKSAR Government
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
9
B Consumer Analysis
Tea is a kind of drinks that Hong Kong people are familiar with In the past few
years Hong Kong people are more cautious about their health subsequent to the
outbreak of Severe Acute Respiratory Syndrome (SARS) As medical studies have
revealed that drinking tea is good to health and helps prevent diseases it is expected
that more Hong Kong people will consider tea as a kind of healthcare beverages and
drink tea in their daily life Hong Kong people generally have long working hours A
survey conducted by the Clothing Industry Clerical And Retail Trade Employees
General Union from April to June in 2005 found that about 50 of the 414 people
interviewed worked more than 10 hours a day and 111 of the respondents worked
seven days a week throughout the year3 With long working hours people need to
save time in work as well as in family life So the availability of tea bags thus
provides Hong Kong people with a convenient way to drink tea
i Survey Research
A survey research was conducted by the author in May 2006 The objective of
the research is to collect the latest usage and profile information of tea bag consumers
A structured questionnaire was designed for this research and delivered to a
3 Apple Daily (July 14 2005) A04
10
convenient sample of 70 respondents recruited through personal contacts The survey
questionnaire and results are shown in Appendix I The questionnaire consisted three
parts The first part collected information about the consumption behaviour of the
consumers and factors they considered when buying tea bags The second part aimed
at finding out respondentsrsquo general impression and perception towards Teck Soon tea
bags and other competitors The final part collected respondentsrsquo demographic and
psychographic information
ii Survey Results and Analysis
A total of 70 sample respondents 35 male and 35 female were recruited through
personal contacts Eight-six per cent of them aged 25 - 34 6 aged 35 - 44 and 6
aged 45 - 54 Among the respondents 80 were tertiary educated or above while
47 and 24 worked in clerical and professional jobs respectively More than half
(57) of the respondents were single while 43 were married
The following consumer analysis includes consumption behaviour consumersrsquo
consideration when buying tea bags as well as level of awareness and perception of
Teck Soon tea bags
ii(a) Consumer behaviour
Among the 70 respondents 53 had the habit of buying tea bags and drinking
11
tea The major reasons for them to buy tea bags and drink tea were ldquofor thirstrdquo (18)
ldquohelp digestionrdquo (18) ldquorelaxingrdquo (18) ldquorefreshing the mindrdquo (17) and ldquotaste is
goodrdquo (16) 16 of them drank tea by brewing tea bags more than once each day
30 brewed a tea bag once every day 22 brewed once every two to three days
while 19 once every week
Among those who had the habit of buying tea bags and drank tea a majority of
them usually bought tea bags from supermarket (78) and more than half bought
Chinese tea bags (51) followed by green tea bags (17) and floral tea bags (15)
The respondents bought tea bags mainly when they needed (77) or when there
was special promotion and discount (17)
ii(b) Consumersrsquo consideration when buying tea bags
The following Table 1 shows respondentsrsquo consideration when buying tea bags
by expressing their opinions from very important to very unimportant and in terms of
the mean 62 and 34 of respondents took the view that the ldquoqualityrdquo of tea bags
was very important and important respectively The second and third important
considerations were the brand prestige and popularity of tea bags (21 very important
and 57 important) and the ingredients of tea bags (30 very important and 47
important) respectively
12
Table 1 Respondentsrsquo consideration when buying tea bags Very
Important
()
Important
()
Neutral
()
Not
Important
()
Very
Unimport-
ant
()
Mean SD
The quality 62 34 4 0 0 46 06 The ingredients 30 47 16 6 1 40 09 The brand prestige
and popularity
21 57 19 3 0 39 08
The selling price 17 53 20 9 1 38 09 Recommendations
from family
members relatives
friends amp colleagues
19 50 13 13 5 36 11
The place of origin 10 44 26 16 4 34 10 The variety 3 39 24 30 4 31 10 5-point scale (1=very unimportant 5 very important)
By comparing the mean it was found that respondents considered the quality of
products as the most important factor when buying tea bags followed by the
ingredients of products and the brand prestige and popularity of products
Respondents aged 25 - 34 who had tertiary education or above and engaged in
clerical and professional jobs were more likely to agree that quality of products was
very important and were about neutral to the variety of products
Results of independent-samples t-test showed that there was no significant
difference between male or female respondentsrsquo considerations when buying tea bags
ii(c) Level of awareness and perception of Teck Soon tea bags
Among the 70 respondents only 21 of them (30) had heard of ldquoTeck Soonrdquo
13
brandrsquos tea bags before Most of them knew the ldquoTeck Soonrdquo brand at selling
locations such as supermarkets (51) or through family members relatives friends
and colleagues (25) However of these 21 respondents who knew the ldquoTeck Soonrdquo
brand only 48 had drunk tea brewed with Teck Soon tea bags before
The questionnaire asked respondents to rate their perceived image of Teck Soon
tea bags on a seven-point scale of appropriateness of different adjectives and
descriptions Respondents generally considered Teck Soon tea bags ldquoinexpensiverdquo
(45) and were neutral of the perception about ldquoquality and taste goodrdquo (40) However
respondents also considered that the brand ldquonot well-knownrdquo (27) its ldquoimage is blurrdquo
(27) and the products had ldquoless advertisementrdquo (25) Perceived image of Teck Soon
tea bagsrsquo variety (35) credibility (37) and packaging (36) to the customers was not
distinctive as the relevant grading lean towards 4 which was a neutral degree Table 2
shows the perceived image of Teck Soon tea bags from those who had drunk tea
brewed with the brandrsquos tea bags before on a seven-point scale
14
Table 2 Respondentsrsquo perception of Teck Soon tea bags Image is blur 27 Image is clear
Less product variety 35 Many product variety Poor quality and taste bad
40 Good quality and taste good
Not credible 37 Credible
Expensive 45 Inexpensive
Ugly packaging 36 Beautiful packaging
Less advertisement 25 Many advertisement Brand not well-known
27 Brand well-known
1 2 3 4 5 6 7
Cross-tabulation analysis indicated that concerning age income career and
education all respondents had similar perception towards Teck Soon tea bags An
independent-samples t-test was conducted to compare the means of male respondentsrsquo
and female respondentsrsquo perception of Teck Soon tea bags The result showed a
significant difference in respect of image variety quality prestige selling price
packaging advertisement and brand Female respondentsrsquo perception of Teck Soon tea
bags was more positive than that of male respondents in all aspects
When asked to name a number of tea bag brand names that they knew 83 of
the 70 respondents said they knew ldquoLiptonrdquo 66 named ldquoRickshawrdquo 37 knew
ldquoLuk Yurdquo 20 knew ldquoTwiningsrdquo while 10 named ldquoTeck Soonrdquo
Table 3 shows the perception of Teck Soon tea bags when compared with its
major competitors on a five-point scale When comparing with these four major
competitors namely Lipton (立頓) Rickshaw (車仔) Luk Yu (陸羽) and Twinings
15
(川寧) the overall perception of Teck Soon tea bags was not as good as its major
competitors On a five-point scale in respect of taste respondents liked Rickshaw
Luk Yu and Lipton the most Respondents also showed that they had more confidence
in Lipton and Rickshaw They would be more likely to buy Liptonrsquos and Rickshawrsquos
tea bags Comparatively speaking respondents had least confidence in Teck Soon and
that were least likely to buy Teck Soonrsquos tea bags Additionally respondents liked
advertisements of Lipton and Rickshaw most
Table 3 Respondentsrsquo perception of Teck Soon tea bags when compared with its major competitors (in terms of the mean) Twinings Lipton Rickshaw Luk Yu Teck SoonLike the taste
30 35 36 36 26
Like the advertisements
29 36 34 32 23
Confident in brand
32 40 39 36 25
Likely to buy
29 41 39 36 22
5-point scale (1= dislike most least confident most unlikely to buy (5 = like most most confident most likely to buy)
An independent-samples t-test was conducted to compare the mean of male
respondentsrsquo and female respondentsrsquo perception of Teck Soon tea bags and its major
competitors The result showed no significant difference except that in Luk Yu tea
bagsrsquo taste and advertisements Male respondents had a more positive image of Luk
Yu tea bagsrsquo taste and advertisements than that of the female respondents
16
ii(d) Other information
During leisure time the respondents liked browsing Internet websites (22)
watching television (15) reading newspapers and magazines (14) playing sports
(14) seeing movies (11) shopping (9) listening to music (7) reading (6)
and others (2)
The respondents got up-to-date information about food and beverages mainly
from television (62) and magazines (32) Of various types of magazines they
liked those about dining and travelling most (30) followed by lifestyle magazines
(18) and current affairs magazines (15)
iii Conclusion
About half of the respondents drank tea by brewing tea bags Both men and
women aged 25 - 54 who had tertiary education or above and engaged in clerical and
professional jobs were drinkers of tea using tea bags When selecting tea bags they
mainly focused on the quality and ingredients of tea bags as well as the brandrsquos
prestige and popularity
Teck Soon gained a low level of awareness among the respondents and the
percentage of Teck Soon tea bag users was low Quite good taste and inexpensive
were the major reasons that motivated them to buy Teck Soonrsquos tea bags However
17
Teck Soonrsquos brand is not well known and the perceived image of brand was not good
enough When compared with its competitors respondentsrsquo perception scores of Teck
Soon in respect of taste confidence buying intention and liking of advertisements
were relatively low
18
C Market and Product Analysis
i Retail sales of supermarket consumption and expenditure on daily products in Hong Kong
According to the ldquo19992000 Household Expenditure Surveyrdquo average monthly
household expenditure on ldquoFoodrdquo accounted for 257 (HK$5612) of the average
monthly total household expenditure of HK$21797 Expenditure on ldquoBeveragesrdquo
represented 05 (HK$101) of expenditure on food4 According to the Expenditure
Weights of the 200405-based Consumer Price Indices (CPI) the expenditure weights
of ldquoFoodrdquo increased to 2694 from 2667 as in the 19992000-based CPI5 The
expenditure on beverages is expected to increase Apart from the reason that more and
more people drink tea for a healthier life and a life of better quality the retail market
had good performances in 2004 and 2005 as the Hong Kong economy recovered from
the economic recession in 2003 According to government data the retail sales value
of ldquofood alcoholic drinks and tobacco (other than supermarkets)rdquo grew by 26 in
2004 over 2003 and 48 in 2005 over 2004 The retail sales value of supermarkets
and supermarket sections of department stores increased by 34 in 2004 over 2003
and 64 in 2005 over 20046
Besides the growing retail market showed that the consumer confidence and the
consumption power have recovered According to analysis by major Gross Domestic 4 ldquo19992000 Household Expenditure Survey ndash Average Monthly Household Expenditure by CommodityService SectionGrouprdquo Census and Statistics Department HKSAR Government 5 wwwcenstatdgovhk 6 Index of Retail Sales (2004) and (2005) Census and Statistics Department HKSAR Government
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
10
convenient sample of 70 respondents recruited through personal contacts The survey
questionnaire and results are shown in Appendix I The questionnaire consisted three
parts The first part collected information about the consumption behaviour of the
consumers and factors they considered when buying tea bags The second part aimed
at finding out respondentsrsquo general impression and perception towards Teck Soon tea
bags and other competitors The final part collected respondentsrsquo demographic and
psychographic information
ii Survey Results and Analysis
A total of 70 sample respondents 35 male and 35 female were recruited through
personal contacts Eight-six per cent of them aged 25 - 34 6 aged 35 - 44 and 6
aged 45 - 54 Among the respondents 80 were tertiary educated or above while
47 and 24 worked in clerical and professional jobs respectively More than half
(57) of the respondents were single while 43 were married
The following consumer analysis includes consumption behaviour consumersrsquo
consideration when buying tea bags as well as level of awareness and perception of
Teck Soon tea bags
ii(a) Consumer behaviour
Among the 70 respondents 53 had the habit of buying tea bags and drinking
11
tea The major reasons for them to buy tea bags and drink tea were ldquofor thirstrdquo (18)
ldquohelp digestionrdquo (18) ldquorelaxingrdquo (18) ldquorefreshing the mindrdquo (17) and ldquotaste is
goodrdquo (16) 16 of them drank tea by brewing tea bags more than once each day
30 brewed a tea bag once every day 22 brewed once every two to three days
while 19 once every week
Among those who had the habit of buying tea bags and drank tea a majority of
them usually bought tea bags from supermarket (78) and more than half bought
Chinese tea bags (51) followed by green tea bags (17) and floral tea bags (15)
The respondents bought tea bags mainly when they needed (77) or when there
was special promotion and discount (17)
ii(b) Consumersrsquo consideration when buying tea bags
The following Table 1 shows respondentsrsquo consideration when buying tea bags
by expressing their opinions from very important to very unimportant and in terms of
the mean 62 and 34 of respondents took the view that the ldquoqualityrdquo of tea bags
was very important and important respectively The second and third important
considerations were the brand prestige and popularity of tea bags (21 very important
and 57 important) and the ingredients of tea bags (30 very important and 47
important) respectively
12
Table 1 Respondentsrsquo consideration when buying tea bags Very
Important
()
Important
()
Neutral
()
Not
Important
()
Very
Unimport-
ant
()
Mean SD
The quality 62 34 4 0 0 46 06 The ingredients 30 47 16 6 1 40 09 The brand prestige
and popularity
21 57 19 3 0 39 08
The selling price 17 53 20 9 1 38 09 Recommendations
from family
members relatives
friends amp colleagues
19 50 13 13 5 36 11
The place of origin 10 44 26 16 4 34 10 The variety 3 39 24 30 4 31 10 5-point scale (1=very unimportant 5 very important)
By comparing the mean it was found that respondents considered the quality of
products as the most important factor when buying tea bags followed by the
ingredients of products and the brand prestige and popularity of products
Respondents aged 25 - 34 who had tertiary education or above and engaged in
clerical and professional jobs were more likely to agree that quality of products was
very important and were about neutral to the variety of products
Results of independent-samples t-test showed that there was no significant
difference between male or female respondentsrsquo considerations when buying tea bags
ii(c) Level of awareness and perception of Teck Soon tea bags
Among the 70 respondents only 21 of them (30) had heard of ldquoTeck Soonrdquo
13
brandrsquos tea bags before Most of them knew the ldquoTeck Soonrdquo brand at selling
locations such as supermarkets (51) or through family members relatives friends
and colleagues (25) However of these 21 respondents who knew the ldquoTeck Soonrdquo
brand only 48 had drunk tea brewed with Teck Soon tea bags before
The questionnaire asked respondents to rate their perceived image of Teck Soon
tea bags on a seven-point scale of appropriateness of different adjectives and
descriptions Respondents generally considered Teck Soon tea bags ldquoinexpensiverdquo
(45) and were neutral of the perception about ldquoquality and taste goodrdquo (40) However
respondents also considered that the brand ldquonot well-knownrdquo (27) its ldquoimage is blurrdquo
(27) and the products had ldquoless advertisementrdquo (25) Perceived image of Teck Soon
tea bagsrsquo variety (35) credibility (37) and packaging (36) to the customers was not
distinctive as the relevant grading lean towards 4 which was a neutral degree Table 2
shows the perceived image of Teck Soon tea bags from those who had drunk tea
brewed with the brandrsquos tea bags before on a seven-point scale
14
Table 2 Respondentsrsquo perception of Teck Soon tea bags Image is blur 27 Image is clear
Less product variety 35 Many product variety Poor quality and taste bad
40 Good quality and taste good
Not credible 37 Credible
Expensive 45 Inexpensive
Ugly packaging 36 Beautiful packaging
Less advertisement 25 Many advertisement Brand not well-known
27 Brand well-known
1 2 3 4 5 6 7
Cross-tabulation analysis indicated that concerning age income career and
education all respondents had similar perception towards Teck Soon tea bags An
independent-samples t-test was conducted to compare the means of male respondentsrsquo
and female respondentsrsquo perception of Teck Soon tea bags The result showed a
significant difference in respect of image variety quality prestige selling price
packaging advertisement and brand Female respondentsrsquo perception of Teck Soon tea
bags was more positive than that of male respondents in all aspects
When asked to name a number of tea bag brand names that they knew 83 of
the 70 respondents said they knew ldquoLiptonrdquo 66 named ldquoRickshawrdquo 37 knew
ldquoLuk Yurdquo 20 knew ldquoTwiningsrdquo while 10 named ldquoTeck Soonrdquo
Table 3 shows the perception of Teck Soon tea bags when compared with its
major competitors on a five-point scale When comparing with these four major
competitors namely Lipton (立頓) Rickshaw (車仔) Luk Yu (陸羽) and Twinings
15
(川寧) the overall perception of Teck Soon tea bags was not as good as its major
competitors On a five-point scale in respect of taste respondents liked Rickshaw
Luk Yu and Lipton the most Respondents also showed that they had more confidence
in Lipton and Rickshaw They would be more likely to buy Liptonrsquos and Rickshawrsquos
tea bags Comparatively speaking respondents had least confidence in Teck Soon and
that were least likely to buy Teck Soonrsquos tea bags Additionally respondents liked
advertisements of Lipton and Rickshaw most
Table 3 Respondentsrsquo perception of Teck Soon tea bags when compared with its major competitors (in terms of the mean) Twinings Lipton Rickshaw Luk Yu Teck SoonLike the taste
30 35 36 36 26
Like the advertisements
29 36 34 32 23
Confident in brand
32 40 39 36 25
Likely to buy
29 41 39 36 22
5-point scale (1= dislike most least confident most unlikely to buy (5 = like most most confident most likely to buy)
An independent-samples t-test was conducted to compare the mean of male
respondentsrsquo and female respondentsrsquo perception of Teck Soon tea bags and its major
competitors The result showed no significant difference except that in Luk Yu tea
bagsrsquo taste and advertisements Male respondents had a more positive image of Luk
Yu tea bagsrsquo taste and advertisements than that of the female respondents
16
ii(d) Other information
During leisure time the respondents liked browsing Internet websites (22)
watching television (15) reading newspapers and magazines (14) playing sports
(14) seeing movies (11) shopping (9) listening to music (7) reading (6)
and others (2)
The respondents got up-to-date information about food and beverages mainly
from television (62) and magazines (32) Of various types of magazines they
liked those about dining and travelling most (30) followed by lifestyle magazines
(18) and current affairs magazines (15)
iii Conclusion
About half of the respondents drank tea by brewing tea bags Both men and
women aged 25 - 54 who had tertiary education or above and engaged in clerical and
professional jobs were drinkers of tea using tea bags When selecting tea bags they
mainly focused on the quality and ingredients of tea bags as well as the brandrsquos
prestige and popularity
Teck Soon gained a low level of awareness among the respondents and the
percentage of Teck Soon tea bag users was low Quite good taste and inexpensive
were the major reasons that motivated them to buy Teck Soonrsquos tea bags However
17
Teck Soonrsquos brand is not well known and the perceived image of brand was not good
enough When compared with its competitors respondentsrsquo perception scores of Teck
Soon in respect of taste confidence buying intention and liking of advertisements
were relatively low
18
C Market and Product Analysis
i Retail sales of supermarket consumption and expenditure on daily products in Hong Kong
According to the ldquo19992000 Household Expenditure Surveyrdquo average monthly
household expenditure on ldquoFoodrdquo accounted for 257 (HK$5612) of the average
monthly total household expenditure of HK$21797 Expenditure on ldquoBeveragesrdquo
represented 05 (HK$101) of expenditure on food4 According to the Expenditure
Weights of the 200405-based Consumer Price Indices (CPI) the expenditure weights
of ldquoFoodrdquo increased to 2694 from 2667 as in the 19992000-based CPI5 The
expenditure on beverages is expected to increase Apart from the reason that more and
more people drink tea for a healthier life and a life of better quality the retail market
had good performances in 2004 and 2005 as the Hong Kong economy recovered from
the economic recession in 2003 According to government data the retail sales value
of ldquofood alcoholic drinks and tobacco (other than supermarkets)rdquo grew by 26 in
2004 over 2003 and 48 in 2005 over 2004 The retail sales value of supermarkets
and supermarket sections of department stores increased by 34 in 2004 over 2003
and 64 in 2005 over 20046
Besides the growing retail market showed that the consumer confidence and the
consumption power have recovered According to analysis by major Gross Domestic 4 ldquo19992000 Household Expenditure Survey ndash Average Monthly Household Expenditure by CommodityService SectionGrouprdquo Census and Statistics Department HKSAR Government 5 wwwcenstatdgovhk 6 Index of Retail Sales (2004) and (2005) Census and Statistics Department HKSAR Government
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
11
tea The major reasons for them to buy tea bags and drink tea were ldquofor thirstrdquo (18)
ldquohelp digestionrdquo (18) ldquorelaxingrdquo (18) ldquorefreshing the mindrdquo (17) and ldquotaste is
goodrdquo (16) 16 of them drank tea by brewing tea bags more than once each day
30 brewed a tea bag once every day 22 brewed once every two to three days
while 19 once every week
Among those who had the habit of buying tea bags and drank tea a majority of
them usually bought tea bags from supermarket (78) and more than half bought
Chinese tea bags (51) followed by green tea bags (17) and floral tea bags (15)
The respondents bought tea bags mainly when they needed (77) or when there
was special promotion and discount (17)
ii(b) Consumersrsquo consideration when buying tea bags
The following Table 1 shows respondentsrsquo consideration when buying tea bags
by expressing their opinions from very important to very unimportant and in terms of
the mean 62 and 34 of respondents took the view that the ldquoqualityrdquo of tea bags
was very important and important respectively The second and third important
considerations were the brand prestige and popularity of tea bags (21 very important
and 57 important) and the ingredients of tea bags (30 very important and 47
important) respectively
12
Table 1 Respondentsrsquo consideration when buying tea bags Very
Important
()
Important
()
Neutral
()
Not
Important
()
Very
Unimport-
ant
()
Mean SD
The quality 62 34 4 0 0 46 06 The ingredients 30 47 16 6 1 40 09 The brand prestige
and popularity
21 57 19 3 0 39 08
The selling price 17 53 20 9 1 38 09 Recommendations
from family
members relatives
friends amp colleagues
19 50 13 13 5 36 11
The place of origin 10 44 26 16 4 34 10 The variety 3 39 24 30 4 31 10 5-point scale (1=very unimportant 5 very important)
By comparing the mean it was found that respondents considered the quality of
products as the most important factor when buying tea bags followed by the
ingredients of products and the brand prestige and popularity of products
Respondents aged 25 - 34 who had tertiary education or above and engaged in
clerical and professional jobs were more likely to agree that quality of products was
very important and were about neutral to the variety of products
Results of independent-samples t-test showed that there was no significant
difference between male or female respondentsrsquo considerations when buying tea bags
ii(c) Level of awareness and perception of Teck Soon tea bags
Among the 70 respondents only 21 of them (30) had heard of ldquoTeck Soonrdquo
13
brandrsquos tea bags before Most of them knew the ldquoTeck Soonrdquo brand at selling
locations such as supermarkets (51) or through family members relatives friends
and colleagues (25) However of these 21 respondents who knew the ldquoTeck Soonrdquo
brand only 48 had drunk tea brewed with Teck Soon tea bags before
The questionnaire asked respondents to rate their perceived image of Teck Soon
tea bags on a seven-point scale of appropriateness of different adjectives and
descriptions Respondents generally considered Teck Soon tea bags ldquoinexpensiverdquo
(45) and were neutral of the perception about ldquoquality and taste goodrdquo (40) However
respondents also considered that the brand ldquonot well-knownrdquo (27) its ldquoimage is blurrdquo
(27) and the products had ldquoless advertisementrdquo (25) Perceived image of Teck Soon
tea bagsrsquo variety (35) credibility (37) and packaging (36) to the customers was not
distinctive as the relevant grading lean towards 4 which was a neutral degree Table 2
shows the perceived image of Teck Soon tea bags from those who had drunk tea
brewed with the brandrsquos tea bags before on a seven-point scale
14
Table 2 Respondentsrsquo perception of Teck Soon tea bags Image is blur 27 Image is clear
Less product variety 35 Many product variety Poor quality and taste bad
40 Good quality and taste good
Not credible 37 Credible
Expensive 45 Inexpensive
Ugly packaging 36 Beautiful packaging
Less advertisement 25 Many advertisement Brand not well-known
27 Brand well-known
1 2 3 4 5 6 7
Cross-tabulation analysis indicated that concerning age income career and
education all respondents had similar perception towards Teck Soon tea bags An
independent-samples t-test was conducted to compare the means of male respondentsrsquo
and female respondentsrsquo perception of Teck Soon tea bags The result showed a
significant difference in respect of image variety quality prestige selling price
packaging advertisement and brand Female respondentsrsquo perception of Teck Soon tea
bags was more positive than that of male respondents in all aspects
When asked to name a number of tea bag brand names that they knew 83 of
the 70 respondents said they knew ldquoLiptonrdquo 66 named ldquoRickshawrdquo 37 knew
ldquoLuk Yurdquo 20 knew ldquoTwiningsrdquo while 10 named ldquoTeck Soonrdquo
Table 3 shows the perception of Teck Soon tea bags when compared with its
major competitors on a five-point scale When comparing with these four major
competitors namely Lipton (立頓) Rickshaw (車仔) Luk Yu (陸羽) and Twinings
15
(川寧) the overall perception of Teck Soon tea bags was not as good as its major
competitors On a five-point scale in respect of taste respondents liked Rickshaw
Luk Yu and Lipton the most Respondents also showed that they had more confidence
in Lipton and Rickshaw They would be more likely to buy Liptonrsquos and Rickshawrsquos
tea bags Comparatively speaking respondents had least confidence in Teck Soon and
that were least likely to buy Teck Soonrsquos tea bags Additionally respondents liked
advertisements of Lipton and Rickshaw most
Table 3 Respondentsrsquo perception of Teck Soon tea bags when compared with its major competitors (in terms of the mean) Twinings Lipton Rickshaw Luk Yu Teck SoonLike the taste
30 35 36 36 26
Like the advertisements
29 36 34 32 23
Confident in brand
32 40 39 36 25
Likely to buy
29 41 39 36 22
5-point scale (1= dislike most least confident most unlikely to buy (5 = like most most confident most likely to buy)
An independent-samples t-test was conducted to compare the mean of male
respondentsrsquo and female respondentsrsquo perception of Teck Soon tea bags and its major
competitors The result showed no significant difference except that in Luk Yu tea
bagsrsquo taste and advertisements Male respondents had a more positive image of Luk
Yu tea bagsrsquo taste and advertisements than that of the female respondents
16
ii(d) Other information
During leisure time the respondents liked browsing Internet websites (22)
watching television (15) reading newspapers and magazines (14) playing sports
(14) seeing movies (11) shopping (9) listening to music (7) reading (6)
and others (2)
The respondents got up-to-date information about food and beverages mainly
from television (62) and magazines (32) Of various types of magazines they
liked those about dining and travelling most (30) followed by lifestyle magazines
(18) and current affairs magazines (15)
iii Conclusion
About half of the respondents drank tea by brewing tea bags Both men and
women aged 25 - 54 who had tertiary education or above and engaged in clerical and
professional jobs were drinkers of tea using tea bags When selecting tea bags they
mainly focused on the quality and ingredients of tea bags as well as the brandrsquos
prestige and popularity
Teck Soon gained a low level of awareness among the respondents and the
percentage of Teck Soon tea bag users was low Quite good taste and inexpensive
were the major reasons that motivated them to buy Teck Soonrsquos tea bags However
17
Teck Soonrsquos brand is not well known and the perceived image of brand was not good
enough When compared with its competitors respondentsrsquo perception scores of Teck
Soon in respect of taste confidence buying intention and liking of advertisements
were relatively low
18
C Market and Product Analysis
i Retail sales of supermarket consumption and expenditure on daily products in Hong Kong
According to the ldquo19992000 Household Expenditure Surveyrdquo average monthly
household expenditure on ldquoFoodrdquo accounted for 257 (HK$5612) of the average
monthly total household expenditure of HK$21797 Expenditure on ldquoBeveragesrdquo
represented 05 (HK$101) of expenditure on food4 According to the Expenditure
Weights of the 200405-based Consumer Price Indices (CPI) the expenditure weights
of ldquoFoodrdquo increased to 2694 from 2667 as in the 19992000-based CPI5 The
expenditure on beverages is expected to increase Apart from the reason that more and
more people drink tea for a healthier life and a life of better quality the retail market
had good performances in 2004 and 2005 as the Hong Kong economy recovered from
the economic recession in 2003 According to government data the retail sales value
of ldquofood alcoholic drinks and tobacco (other than supermarkets)rdquo grew by 26 in
2004 over 2003 and 48 in 2005 over 2004 The retail sales value of supermarkets
and supermarket sections of department stores increased by 34 in 2004 over 2003
and 64 in 2005 over 20046
Besides the growing retail market showed that the consumer confidence and the
consumption power have recovered According to analysis by major Gross Domestic 4 ldquo19992000 Household Expenditure Survey ndash Average Monthly Household Expenditure by CommodityService SectionGrouprdquo Census and Statistics Department HKSAR Government 5 wwwcenstatdgovhk 6 Index of Retail Sales (2004) and (2005) Census and Statistics Department HKSAR Government
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
12
Table 1 Respondentsrsquo consideration when buying tea bags Very
Important
()
Important
()
Neutral
()
Not
Important
()
Very
Unimport-
ant
()
Mean SD
The quality 62 34 4 0 0 46 06 The ingredients 30 47 16 6 1 40 09 The brand prestige
and popularity
21 57 19 3 0 39 08
The selling price 17 53 20 9 1 38 09 Recommendations
from family
members relatives
friends amp colleagues
19 50 13 13 5 36 11
The place of origin 10 44 26 16 4 34 10 The variety 3 39 24 30 4 31 10 5-point scale (1=very unimportant 5 very important)
By comparing the mean it was found that respondents considered the quality of
products as the most important factor when buying tea bags followed by the
ingredients of products and the brand prestige and popularity of products
Respondents aged 25 - 34 who had tertiary education or above and engaged in
clerical and professional jobs were more likely to agree that quality of products was
very important and were about neutral to the variety of products
Results of independent-samples t-test showed that there was no significant
difference between male or female respondentsrsquo considerations when buying tea bags
ii(c) Level of awareness and perception of Teck Soon tea bags
Among the 70 respondents only 21 of them (30) had heard of ldquoTeck Soonrdquo
13
brandrsquos tea bags before Most of them knew the ldquoTeck Soonrdquo brand at selling
locations such as supermarkets (51) or through family members relatives friends
and colleagues (25) However of these 21 respondents who knew the ldquoTeck Soonrdquo
brand only 48 had drunk tea brewed with Teck Soon tea bags before
The questionnaire asked respondents to rate their perceived image of Teck Soon
tea bags on a seven-point scale of appropriateness of different adjectives and
descriptions Respondents generally considered Teck Soon tea bags ldquoinexpensiverdquo
(45) and were neutral of the perception about ldquoquality and taste goodrdquo (40) However
respondents also considered that the brand ldquonot well-knownrdquo (27) its ldquoimage is blurrdquo
(27) and the products had ldquoless advertisementrdquo (25) Perceived image of Teck Soon
tea bagsrsquo variety (35) credibility (37) and packaging (36) to the customers was not
distinctive as the relevant grading lean towards 4 which was a neutral degree Table 2
shows the perceived image of Teck Soon tea bags from those who had drunk tea
brewed with the brandrsquos tea bags before on a seven-point scale
14
Table 2 Respondentsrsquo perception of Teck Soon tea bags Image is blur 27 Image is clear
Less product variety 35 Many product variety Poor quality and taste bad
40 Good quality and taste good
Not credible 37 Credible
Expensive 45 Inexpensive
Ugly packaging 36 Beautiful packaging
Less advertisement 25 Many advertisement Brand not well-known
27 Brand well-known
1 2 3 4 5 6 7
Cross-tabulation analysis indicated that concerning age income career and
education all respondents had similar perception towards Teck Soon tea bags An
independent-samples t-test was conducted to compare the means of male respondentsrsquo
and female respondentsrsquo perception of Teck Soon tea bags The result showed a
significant difference in respect of image variety quality prestige selling price
packaging advertisement and brand Female respondentsrsquo perception of Teck Soon tea
bags was more positive than that of male respondents in all aspects
When asked to name a number of tea bag brand names that they knew 83 of
the 70 respondents said they knew ldquoLiptonrdquo 66 named ldquoRickshawrdquo 37 knew
ldquoLuk Yurdquo 20 knew ldquoTwiningsrdquo while 10 named ldquoTeck Soonrdquo
Table 3 shows the perception of Teck Soon tea bags when compared with its
major competitors on a five-point scale When comparing with these four major
competitors namely Lipton (立頓) Rickshaw (車仔) Luk Yu (陸羽) and Twinings
15
(川寧) the overall perception of Teck Soon tea bags was not as good as its major
competitors On a five-point scale in respect of taste respondents liked Rickshaw
Luk Yu and Lipton the most Respondents also showed that they had more confidence
in Lipton and Rickshaw They would be more likely to buy Liptonrsquos and Rickshawrsquos
tea bags Comparatively speaking respondents had least confidence in Teck Soon and
that were least likely to buy Teck Soonrsquos tea bags Additionally respondents liked
advertisements of Lipton and Rickshaw most
Table 3 Respondentsrsquo perception of Teck Soon tea bags when compared with its major competitors (in terms of the mean) Twinings Lipton Rickshaw Luk Yu Teck SoonLike the taste
30 35 36 36 26
Like the advertisements
29 36 34 32 23
Confident in brand
32 40 39 36 25
Likely to buy
29 41 39 36 22
5-point scale (1= dislike most least confident most unlikely to buy (5 = like most most confident most likely to buy)
An independent-samples t-test was conducted to compare the mean of male
respondentsrsquo and female respondentsrsquo perception of Teck Soon tea bags and its major
competitors The result showed no significant difference except that in Luk Yu tea
bagsrsquo taste and advertisements Male respondents had a more positive image of Luk
Yu tea bagsrsquo taste and advertisements than that of the female respondents
16
ii(d) Other information
During leisure time the respondents liked browsing Internet websites (22)
watching television (15) reading newspapers and magazines (14) playing sports
(14) seeing movies (11) shopping (9) listening to music (7) reading (6)
and others (2)
The respondents got up-to-date information about food and beverages mainly
from television (62) and magazines (32) Of various types of magazines they
liked those about dining and travelling most (30) followed by lifestyle magazines
(18) and current affairs magazines (15)
iii Conclusion
About half of the respondents drank tea by brewing tea bags Both men and
women aged 25 - 54 who had tertiary education or above and engaged in clerical and
professional jobs were drinkers of tea using tea bags When selecting tea bags they
mainly focused on the quality and ingredients of tea bags as well as the brandrsquos
prestige and popularity
Teck Soon gained a low level of awareness among the respondents and the
percentage of Teck Soon tea bag users was low Quite good taste and inexpensive
were the major reasons that motivated them to buy Teck Soonrsquos tea bags However
17
Teck Soonrsquos brand is not well known and the perceived image of brand was not good
enough When compared with its competitors respondentsrsquo perception scores of Teck
Soon in respect of taste confidence buying intention and liking of advertisements
were relatively low
18
C Market and Product Analysis
i Retail sales of supermarket consumption and expenditure on daily products in Hong Kong
According to the ldquo19992000 Household Expenditure Surveyrdquo average monthly
household expenditure on ldquoFoodrdquo accounted for 257 (HK$5612) of the average
monthly total household expenditure of HK$21797 Expenditure on ldquoBeveragesrdquo
represented 05 (HK$101) of expenditure on food4 According to the Expenditure
Weights of the 200405-based Consumer Price Indices (CPI) the expenditure weights
of ldquoFoodrdquo increased to 2694 from 2667 as in the 19992000-based CPI5 The
expenditure on beverages is expected to increase Apart from the reason that more and
more people drink tea for a healthier life and a life of better quality the retail market
had good performances in 2004 and 2005 as the Hong Kong economy recovered from
the economic recession in 2003 According to government data the retail sales value
of ldquofood alcoholic drinks and tobacco (other than supermarkets)rdquo grew by 26 in
2004 over 2003 and 48 in 2005 over 2004 The retail sales value of supermarkets
and supermarket sections of department stores increased by 34 in 2004 over 2003
and 64 in 2005 over 20046
Besides the growing retail market showed that the consumer confidence and the
consumption power have recovered According to analysis by major Gross Domestic 4 ldquo19992000 Household Expenditure Survey ndash Average Monthly Household Expenditure by CommodityService SectionGrouprdquo Census and Statistics Department HKSAR Government 5 wwwcenstatdgovhk 6 Index of Retail Sales (2004) and (2005) Census and Statistics Department HKSAR Government
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
13
brandrsquos tea bags before Most of them knew the ldquoTeck Soonrdquo brand at selling
locations such as supermarkets (51) or through family members relatives friends
and colleagues (25) However of these 21 respondents who knew the ldquoTeck Soonrdquo
brand only 48 had drunk tea brewed with Teck Soon tea bags before
The questionnaire asked respondents to rate their perceived image of Teck Soon
tea bags on a seven-point scale of appropriateness of different adjectives and
descriptions Respondents generally considered Teck Soon tea bags ldquoinexpensiverdquo
(45) and were neutral of the perception about ldquoquality and taste goodrdquo (40) However
respondents also considered that the brand ldquonot well-knownrdquo (27) its ldquoimage is blurrdquo
(27) and the products had ldquoless advertisementrdquo (25) Perceived image of Teck Soon
tea bagsrsquo variety (35) credibility (37) and packaging (36) to the customers was not
distinctive as the relevant grading lean towards 4 which was a neutral degree Table 2
shows the perceived image of Teck Soon tea bags from those who had drunk tea
brewed with the brandrsquos tea bags before on a seven-point scale
14
Table 2 Respondentsrsquo perception of Teck Soon tea bags Image is blur 27 Image is clear
Less product variety 35 Many product variety Poor quality and taste bad
40 Good quality and taste good
Not credible 37 Credible
Expensive 45 Inexpensive
Ugly packaging 36 Beautiful packaging
Less advertisement 25 Many advertisement Brand not well-known
27 Brand well-known
1 2 3 4 5 6 7
Cross-tabulation analysis indicated that concerning age income career and
education all respondents had similar perception towards Teck Soon tea bags An
independent-samples t-test was conducted to compare the means of male respondentsrsquo
and female respondentsrsquo perception of Teck Soon tea bags The result showed a
significant difference in respect of image variety quality prestige selling price
packaging advertisement and brand Female respondentsrsquo perception of Teck Soon tea
bags was more positive than that of male respondents in all aspects
When asked to name a number of tea bag brand names that they knew 83 of
the 70 respondents said they knew ldquoLiptonrdquo 66 named ldquoRickshawrdquo 37 knew
ldquoLuk Yurdquo 20 knew ldquoTwiningsrdquo while 10 named ldquoTeck Soonrdquo
Table 3 shows the perception of Teck Soon tea bags when compared with its
major competitors on a five-point scale When comparing with these four major
competitors namely Lipton (立頓) Rickshaw (車仔) Luk Yu (陸羽) and Twinings
15
(川寧) the overall perception of Teck Soon tea bags was not as good as its major
competitors On a five-point scale in respect of taste respondents liked Rickshaw
Luk Yu and Lipton the most Respondents also showed that they had more confidence
in Lipton and Rickshaw They would be more likely to buy Liptonrsquos and Rickshawrsquos
tea bags Comparatively speaking respondents had least confidence in Teck Soon and
that were least likely to buy Teck Soonrsquos tea bags Additionally respondents liked
advertisements of Lipton and Rickshaw most
Table 3 Respondentsrsquo perception of Teck Soon tea bags when compared with its major competitors (in terms of the mean) Twinings Lipton Rickshaw Luk Yu Teck SoonLike the taste
30 35 36 36 26
Like the advertisements
29 36 34 32 23
Confident in brand
32 40 39 36 25
Likely to buy
29 41 39 36 22
5-point scale (1= dislike most least confident most unlikely to buy (5 = like most most confident most likely to buy)
An independent-samples t-test was conducted to compare the mean of male
respondentsrsquo and female respondentsrsquo perception of Teck Soon tea bags and its major
competitors The result showed no significant difference except that in Luk Yu tea
bagsrsquo taste and advertisements Male respondents had a more positive image of Luk
Yu tea bagsrsquo taste and advertisements than that of the female respondents
16
ii(d) Other information
During leisure time the respondents liked browsing Internet websites (22)
watching television (15) reading newspapers and magazines (14) playing sports
(14) seeing movies (11) shopping (9) listening to music (7) reading (6)
and others (2)
The respondents got up-to-date information about food and beverages mainly
from television (62) and magazines (32) Of various types of magazines they
liked those about dining and travelling most (30) followed by lifestyle magazines
(18) and current affairs magazines (15)
iii Conclusion
About half of the respondents drank tea by brewing tea bags Both men and
women aged 25 - 54 who had tertiary education or above and engaged in clerical and
professional jobs were drinkers of tea using tea bags When selecting tea bags they
mainly focused on the quality and ingredients of tea bags as well as the brandrsquos
prestige and popularity
Teck Soon gained a low level of awareness among the respondents and the
percentage of Teck Soon tea bag users was low Quite good taste and inexpensive
were the major reasons that motivated them to buy Teck Soonrsquos tea bags However
17
Teck Soonrsquos brand is not well known and the perceived image of brand was not good
enough When compared with its competitors respondentsrsquo perception scores of Teck
Soon in respect of taste confidence buying intention and liking of advertisements
were relatively low
18
C Market and Product Analysis
i Retail sales of supermarket consumption and expenditure on daily products in Hong Kong
According to the ldquo19992000 Household Expenditure Surveyrdquo average monthly
household expenditure on ldquoFoodrdquo accounted for 257 (HK$5612) of the average
monthly total household expenditure of HK$21797 Expenditure on ldquoBeveragesrdquo
represented 05 (HK$101) of expenditure on food4 According to the Expenditure
Weights of the 200405-based Consumer Price Indices (CPI) the expenditure weights
of ldquoFoodrdquo increased to 2694 from 2667 as in the 19992000-based CPI5 The
expenditure on beverages is expected to increase Apart from the reason that more and
more people drink tea for a healthier life and a life of better quality the retail market
had good performances in 2004 and 2005 as the Hong Kong economy recovered from
the economic recession in 2003 According to government data the retail sales value
of ldquofood alcoholic drinks and tobacco (other than supermarkets)rdquo grew by 26 in
2004 over 2003 and 48 in 2005 over 2004 The retail sales value of supermarkets
and supermarket sections of department stores increased by 34 in 2004 over 2003
and 64 in 2005 over 20046
Besides the growing retail market showed that the consumer confidence and the
consumption power have recovered According to analysis by major Gross Domestic 4 ldquo19992000 Household Expenditure Survey ndash Average Monthly Household Expenditure by CommodityService SectionGrouprdquo Census and Statistics Department HKSAR Government 5 wwwcenstatdgovhk 6 Index of Retail Sales (2004) and (2005) Census and Statistics Department HKSAR Government
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
14
Table 2 Respondentsrsquo perception of Teck Soon tea bags Image is blur 27 Image is clear
Less product variety 35 Many product variety Poor quality and taste bad
40 Good quality and taste good
Not credible 37 Credible
Expensive 45 Inexpensive
Ugly packaging 36 Beautiful packaging
Less advertisement 25 Many advertisement Brand not well-known
27 Brand well-known
1 2 3 4 5 6 7
Cross-tabulation analysis indicated that concerning age income career and
education all respondents had similar perception towards Teck Soon tea bags An
independent-samples t-test was conducted to compare the means of male respondentsrsquo
and female respondentsrsquo perception of Teck Soon tea bags The result showed a
significant difference in respect of image variety quality prestige selling price
packaging advertisement and brand Female respondentsrsquo perception of Teck Soon tea
bags was more positive than that of male respondents in all aspects
When asked to name a number of tea bag brand names that they knew 83 of
the 70 respondents said they knew ldquoLiptonrdquo 66 named ldquoRickshawrdquo 37 knew
ldquoLuk Yurdquo 20 knew ldquoTwiningsrdquo while 10 named ldquoTeck Soonrdquo
Table 3 shows the perception of Teck Soon tea bags when compared with its
major competitors on a five-point scale When comparing with these four major
competitors namely Lipton (立頓) Rickshaw (車仔) Luk Yu (陸羽) and Twinings
15
(川寧) the overall perception of Teck Soon tea bags was not as good as its major
competitors On a five-point scale in respect of taste respondents liked Rickshaw
Luk Yu and Lipton the most Respondents also showed that they had more confidence
in Lipton and Rickshaw They would be more likely to buy Liptonrsquos and Rickshawrsquos
tea bags Comparatively speaking respondents had least confidence in Teck Soon and
that were least likely to buy Teck Soonrsquos tea bags Additionally respondents liked
advertisements of Lipton and Rickshaw most
Table 3 Respondentsrsquo perception of Teck Soon tea bags when compared with its major competitors (in terms of the mean) Twinings Lipton Rickshaw Luk Yu Teck SoonLike the taste
30 35 36 36 26
Like the advertisements
29 36 34 32 23
Confident in brand
32 40 39 36 25
Likely to buy
29 41 39 36 22
5-point scale (1= dislike most least confident most unlikely to buy (5 = like most most confident most likely to buy)
An independent-samples t-test was conducted to compare the mean of male
respondentsrsquo and female respondentsrsquo perception of Teck Soon tea bags and its major
competitors The result showed no significant difference except that in Luk Yu tea
bagsrsquo taste and advertisements Male respondents had a more positive image of Luk
Yu tea bagsrsquo taste and advertisements than that of the female respondents
16
ii(d) Other information
During leisure time the respondents liked browsing Internet websites (22)
watching television (15) reading newspapers and magazines (14) playing sports
(14) seeing movies (11) shopping (9) listening to music (7) reading (6)
and others (2)
The respondents got up-to-date information about food and beverages mainly
from television (62) and magazines (32) Of various types of magazines they
liked those about dining and travelling most (30) followed by lifestyle magazines
(18) and current affairs magazines (15)
iii Conclusion
About half of the respondents drank tea by brewing tea bags Both men and
women aged 25 - 54 who had tertiary education or above and engaged in clerical and
professional jobs were drinkers of tea using tea bags When selecting tea bags they
mainly focused on the quality and ingredients of tea bags as well as the brandrsquos
prestige and popularity
Teck Soon gained a low level of awareness among the respondents and the
percentage of Teck Soon tea bag users was low Quite good taste and inexpensive
were the major reasons that motivated them to buy Teck Soonrsquos tea bags However
17
Teck Soonrsquos brand is not well known and the perceived image of brand was not good
enough When compared with its competitors respondentsrsquo perception scores of Teck
Soon in respect of taste confidence buying intention and liking of advertisements
were relatively low
18
C Market and Product Analysis
i Retail sales of supermarket consumption and expenditure on daily products in Hong Kong
According to the ldquo19992000 Household Expenditure Surveyrdquo average monthly
household expenditure on ldquoFoodrdquo accounted for 257 (HK$5612) of the average
monthly total household expenditure of HK$21797 Expenditure on ldquoBeveragesrdquo
represented 05 (HK$101) of expenditure on food4 According to the Expenditure
Weights of the 200405-based Consumer Price Indices (CPI) the expenditure weights
of ldquoFoodrdquo increased to 2694 from 2667 as in the 19992000-based CPI5 The
expenditure on beverages is expected to increase Apart from the reason that more and
more people drink tea for a healthier life and a life of better quality the retail market
had good performances in 2004 and 2005 as the Hong Kong economy recovered from
the economic recession in 2003 According to government data the retail sales value
of ldquofood alcoholic drinks and tobacco (other than supermarkets)rdquo grew by 26 in
2004 over 2003 and 48 in 2005 over 2004 The retail sales value of supermarkets
and supermarket sections of department stores increased by 34 in 2004 over 2003
and 64 in 2005 over 20046
Besides the growing retail market showed that the consumer confidence and the
consumption power have recovered According to analysis by major Gross Domestic 4 ldquo19992000 Household Expenditure Survey ndash Average Monthly Household Expenditure by CommodityService SectionGrouprdquo Census and Statistics Department HKSAR Government 5 wwwcenstatdgovhk 6 Index of Retail Sales (2004) and (2005) Census and Statistics Department HKSAR Government
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
15
(川寧) the overall perception of Teck Soon tea bags was not as good as its major
competitors On a five-point scale in respect of taste respondents liked Rickshaw
Luk Yu and Lipton the most Respondents also showed that they had more confidence
in Lipton and Rickshaw They would be more likely to buy Liptonrsquos and Rickshawrsquos
tea bags Comparatively speaking respondents had least confidence in Teck Soon and
that were least likely to buy Teck Soonrsquos tea bags Additionally respondents liked
advertisements of Lipton and Rickshaw most
Table 3 Respondentsrsquo perception of Teck Soon tea bags when compared with its major competitors (in terms of the mean) Twinings Lipton Rickshaw Luk Yu Teck SoonLike the taste
30 35 36 36 26
Like the advertisements
29 36 34 32 23
Confident in brand
32 40 39 36 25
Likely to buy
29 41 39 36 22
5-point scale (1= dislike most least confident most unlikely to buy (5 = like most most confident most likely to buy)
An independent-samples t-test was conducted to compare the mean of male
respondentsrsquo and female respondentsrsquo perception of Teck Soon tea bags and its major
competitors The result showed no significant difference except that in Luk Yu tea
bagsrsquo taste and advertisements Male respondents had a more positive image of Luk
Yu tea bagsrsquo taste and advertisements than that of the female respondents
16
ii(d) Other information
During leisure time the respondents liked browsing Internet websites (22)
watching television (15) reading newspapers and magazines (14) playing sports
(14) seeing movies (11) shopping (9) listening to music (7) reading (6)
and others (2)
The respondents got up-to-date information about food and beverages mainly
from television (62) and magazines (32) Of various types of magazines they
liked those about dining and travelling most (30) followed by lifestyle magazines
(18) and current affairs magazines (15)
iii Conclusion
About half of the respondents drank tea by brewing tea bags Both men and
women aged 25 - 54 who had tertiary education or above and engaged in clerical and
professional jobs were drinkers of tea using tea bags When selecting tea bags they
mainly focused on the quality and ingredients of tea bags as well as the brandrsquos
prestige and popularity
Teck Soon gained a low level of awareness among the respondents and the
percentage of Teck Soon tea bag users was low Quite good taste and inexpensive
were the major reasons that motivated them to buy Teck Soonrsquos tea bags However
17
Teck Soonrsquos brand is not well known and the perceived image of brand was not good
enough When compared with its competitors respondentsrsquo perception scores of Teck
Soon in respect of taste confidence buying intention and liking of advertisements
were relatively low
18
C Market and Product Analysis
i Retail sales of supermarket consumption and expenditure on daily products in Hong Kong
According to the ldquo19992000 Household Expenditure Surveyrdquo average monthly
household expenditure on ldquoFoodrdquo accounted for 257 (HK$5612) of the average
monthly total household expenditure of HK$21797 Expenditure on ldquoBeveragesrdquo
represented 05 (HK$101) of expenditure on food4 According to the Expenditure
Weights of the 200405-based Consumer Price Indices (CPI) the expenditure weights
of ldquoFoodrdquo increased to 2694 from 2667 as in the 19992000-based CPI5 The
expenditure on beverages is expected to increase Apart from the reason that more and
more people drink tea for a healthier life and a life of better quality the retail market
had good performances in 2004 and 2005 as the Hong Kong economy recovered from
the economic recession in 2003 According to government data the retail sales value
of ldquofood alcoholic drinks and tobacco (other than supermarkets)rdquo grew by 26 in
2004 over 2003 and 48 in 2005 over 2004 The retail sales value of supermarkets
and supermarket sections of department stores increased by 34 in 2004 over 2003
and 64 in 2005 over 20046
Besides the growing retail market showed that the consumer confidence and the
consumption power have recovered According to analysis by major Gross Domestic 4 ldquo19992000 Household Expenditure Survey ndash Average Monthly Household Expenditure by CommodityService SectionGrouprdquo Census and Statistics Department HKSAR Government 5 wwwcenstatdgovhk 6 Index of Retail Sales (2004) and (2005) Census and Statistics Department HKSAR Government
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
16
ii(d) Other information
During leisure time the respondents liked browsing Internet websites (22)
watching television (15) reading newspapers and magazines (14) playing sports
(14) seeing movies (11) shopping (9) listening to music (7) reading (6)
and others (2)
The respondents got up-to-date information about food and beverages mainly
from television (62) and magazines (32) Of various types of magazines they
liked those about dining and travelling most (30) followed by lifestyle magazines
(18) and current affairs magazines (15)
iii Conclusion
About half of the respondents drank tea by brewing tea bags Both men and
women aged 25 - 54 who had tertiary education or above and engaged in clerical and
professional jobs were drinkers of tea using tea bags When selecting tea bags they
mainly focused on the quality and ingredients of tea bags as well as the brandrsquos
prestige and popularity
Teck Soon gained a low level of awareness among the respondents and the
percentage of Teck Soon tea bag users was low Quite good taste and inexpensive
were the major reasons that motivated them to buy Teck Soonrsquos tea bags However
17
Teck Soonrsquos brand is not well known and the perceived image of brand was not good
enough When compared with its competitors respondentsrsquo perception scores of Teck
Soon in respect of taste confidence buying intention and liking of advertisements
were relatively low
18
C Market and Product Analysis
i Retail sales of supermarket consumption and expenditure on daily products in Hong Kong
According to the ldquo19992000 Household Expenditure Surveyrdquo average monthly
household expenditure on ldquoFoodrdquo accounted for 257 (HK$5612) of the average
monthly total household expenditure of HK$21797 Expenditure on ldquoBeveragesrdquo
represented 05 (HK$101) of expenditure on food4 According to the Expenditure
Weights of the 200405-based Consumer Price Indices (CPI) the expenditure weights
of ldquoFoodrdquo increased to 2694 from 2667 as in the 19992000-based CPI5 The
expenditure on beverages is expected to increase Apart from the reason that more and
more people drink tea for a healthier life and a life of better quality the retail market
had good performances in 2004 and 2005 as the Hong Kong economy recovered from
the economic recession in 2003 According to government data the retail sales value
of ldquofood alcoholic drinks and tobacco (other than supermarkets)rdquo grew by 26 in
2004 over 2003 and 48 in 2005 over 2004 The retail sales value of supermarkets
and supermarket sections of department stores increased by 34 in 2004 over 2003
and 64 in 2005 over 20046
Besides the growing retail market showed that the consumer confidence and the
consumption power have recovered According to analysis by major Gross Domestic 4 ldquo19992000 Household Expenditure Survey ndash Average Monthly Household Expenditure by CommodityService SectionGrouprdquo Census and Statistics Department HKSAR Government 5 wwwcenstatdgovhk 6 Index of Retail Sales (2004) and (2005) Census and Statistics Department HKSAR Government
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
17
Teck Soonrsquos brand is not well known and the perceived image of brand was not good
enough When compared with its competitors respondentsrsquo perception scores of Teck
Soon in respect of taste confidence buying intention and liking of advertisements
were relatively low
18
C Market and Product Analysis
i Retail sales of supermarket consumption and expenditure on daily products in Hong Kong
According to the ldquo19992000 Household Expenditure Surveyrdquo average monthly
household expenditure on ldquoFoodrdquo accounted for 257 (HK$5612) of the average
monthly total household expenditure of HK$21797 Expenditure on ldquoBeveragesrdquo
represented 05 (HK$101) of expenditure on food4 According to the Expenditure
Weights of the 200405-based Consumer Price Indices (CPI) the expenditure weights
of ldquoFoodrdquo increased to 2694 from 2667 as in the 19992000-based CPI5 The
expenditure on beverages is expected to increase Apart from the reason that more and
more people drink tea for a healthier life and a life of better quality the retail market
had good performances in 2004 and 2005 as the Hong Kong economy recovered from
the economic recession in 2003 According to government data the retail sales value
of ldquofood alcoholic drinks and tobacco (other than supermarkets)rdquo grew by 26 in
2004 over 2003 and 48 in 2005 over 2004 The retail sales value of supermarkets
and supermarket sections of department stores increased by 34 in 2004 over 2003
and 64 in 2005 over 20046
Besides the growing retail market showed that the consumer confidence and the
consumption power have recovered According to analysis by major Gross Domestic 4 ldquo19992000 Household Expenditure Survey ndash Average Monthly Household Expenditure by CommodityService SectionGrouprdquo Census and Statistics Department HKSAR Government 5 wwwcenstatdgovhk 6 Index of Retail Sales (2004) and (2005) Census and Statistics Department HKSAR Government
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
18
C Market and Product Analysis
i Retail sales of supermarket consumption and expenditure on daily products in Hong Kong
According to the ldquo19992000 Household Expenditure Surveyrdquo average monthly
household expenditure on ldquoFoodrdquo accounted for 257 (HK$5612) of the average
monthly total household expenditure of HK$21797 Expenditure on ldquoBeveragesrdquo
represented 05 (HK$101) of expenditure on food4 According to the Expenditure
Weights of the 200405-based Consumer Price Indices (CPI) the expenditure weights
of ldquoFoodrdquo increased to 2694 from 2667 as in the 19992000-based CPI5 The
expenditure on beverages is expected to increase Apart from the reason that more and
more people drink tea for a healthier life and a life of better quality the retail market
had good performances in 2004 and 2005 as the Hong Kong economy recovered from
the economic recession in 2003 According to government data the retail sales value
of ldquofood alcoholic drinks and tobacco (other than supermarkets)rdquo grew by 26 in
2004 over 2003 and 48 in 2005 over 2004 The retail sales value of supermarkets
and supermarket sections of department stores increased by 34 in 2004 over 2003
and 64 in 2005 over 20046
Besides the growing retail market showed that the consumer confidence and the
consumption power have recovered According to analysis by major Gross Domestic 4 ldquo19992000 Household Expenditure Survey ndash Average Monthly Household Expenditure by CommodityService SectionGrouprdquo Census and Statistics Department HKSAR Government 5 wwwcenstatdgovhk 6 Index of Retail Sales (2004) and (2005) Census and Statistics Department HKSAR Government
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
19
Product component private consumption expenditure increased by 64 in 2004 over
2003 and 37 in 2005 over 20047
ii Market and product trends on tea bags in Hong Kong
As Hong Kong peoplersquos awareness of the health benefit brought by drinking tea
is increasing and that they work long hours every day under huge pressure the
demand for beverages which are convenient healthy relaxing and refreshing is
believed to increase
Tea bag manufacturers nowadays not only concentrate on taste and quality
control of tea bags but also tend to focus on the production process and technology
packaging and advertisements Regarding the taste of tea apart from traditional
Chinese tea and English tea flavours tea bag manufacturers in recent years have
introduced to the market new series of tea bags such as organic tea floral tea fruit tea
and herbal tea etc
Additionally environmental protection also becomes one of the important issues
of tea bag manufacturers who want to show that they are responsible members of
society Such a trend has encouraged tea bag manufacturers to use resources and
operate production processes in an environmental-friendly manner
7 GDP and its main expenditure components (2004) and (2005) Census and Statistics Department HKSAR Government
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
20
iii Teck Soon tea bags
The raw materials of Teck Soon tea are all harvested from natural pollution-free
tea plantations and are processed to national standards and subject to stringent quality
control testing before becoming part of the Teck Soon tea products
Teck Soon has developed quite comprehensive series of tea bags namely
Organic Tea Series (Green tea 綠茶 Pu-erh 普洱 Ti Kuan Yin 鐵觀音 Black tea
紅茶 Dragon Well 龍井) Floral Tea Series (Jasmine tea 苿莉花茶 Rosebud tea 玫
瑰花茶 Magnolia scented tea 玉蘭花茶 Chrysanthemum tea 菊花茶 Osmanthus
Oolong tea 桂花烏龍) Fruit Tea Series (Strawberry green tea 草莓綠茶 Lemon
green tea 檸檬綠茶 Orange green tea 甜橙綠茶 Apple green tea 蘋果綠茶) and
Healthy Series (Kuding tea 苦丁茶 Gingko tea 銀杏葉茶 Fructus Momordicae tea
羅漢果茶 Chinese ginseng tea 中國人參茶 American ginseng tea 花旗參茶 and
Orange Pursquoerh tea 橙香普洱) Teck Soon tea bags are sold in 25-bag and 100-bag
packs
According to the companyrsquos website Teck Soonrsquos product processing and
production processes have both reached the national standards for foodstuffs and
processing All materials and equipment that come into contact with its tea products
use lead-free stainless steel ensuring optimum levels of hygiene Such efforts made
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
21
Teck Soon gain the quality certification for manufacturing (ISO90012000) in 2005
The companyrsquos factory is also equipped with environmental protection facilities
Teck Soonrsquos tea bags also received high quality awards in Chinese tea
assessment and competitions organized by China or Southeast Asian countries in 2000
and 20018
The above features of Teck Soon tea bags all meet the recent market and product
trends in Hong Kong However there is room for improvement in its promotion and
brand building This is because its perceived image of advertisements and the brand
was not satisfactory according to the survey results
8 Wen Wei Po (September 8 2001)
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
22
D Competitor Analysis
Lipton Rickshaw Luk Yu and Twinings are the four major competitors of Teck
Soon in Hong Kongrsquos tea bag market The followings are the comparison of Teck
Soon tea bags and those of its competitors in respect of product price distribution
advertising spending and media mix as well as print advertisements
i Product
Lipton has traditional English tea bags and three types of Chinese tea bags It
offers 25-bag and 100-bag packs
Richshaw produces traditional English tea bags and four types of Chinese tea
bags also in 25-bag and 100-bag packs
Another tea bag brand Luk Yu offers tea bags in six different flavours of Chinese
tea Its tea bags are also packed in 25-bag and 100-bag boxes
Twinings offers varied tea flavours four types of traditional English tea floral
tea herbal tea and four types of fruit tea It offers 10-bag 20-bag and 25-bag packs
A summary of the varieties of these major tea brands is shown on Appendix II
To conclude Teck Soon has more choices of tea bag flavour than Lipton
Rickshaw and Luk Yu Both Teck Soon and Twinings have four series of tea bags but
Teck Soon has more different types of flavours than Twinings Most of the tea bag
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
23
brands offer tea bags in 25-bag and 100-bag packs
ii Price
All five tea bag brands offer 25-bag packs A comparison of the selling price of
their 25-bag pack of traditional Chinese tea flavour (Teck Soon HK$109 Lipton
HK$129 Rickshaw HK$109 Luk Yu HK$99 Twinings HK$22) shows that
Twiningsrsquo tea bags are most expensive followed by Liptonrsquos Teck Soonrsquos and
Rickshawrsquos selling prices are the same while Luk Yursquos is the lowest A summary is
shown on Appendix II
iii Distribution
All five brandsrsquo tea bags enjoy comprehensive distribution networks and are
available in most major supermarkets and department storesrsquo supermarkets A
summary is shown on Appendix II
iv Advertising spending and media mix
Of the five tea bag brands namely Teck Soon Lipton Rickshaw Luk Yu and
Twinings Liptonrsquos advertising spending was the highest in 2004 and 2005 In 2004
Teck Soon and Luk Yu did not have any spending on advertising Liptonrsquos advertising
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
24
spending was HK$13719000 Twiningsrsquo was HK$500000 while Rickshawrsquos was
HK$113000
In 2005 Liptonrsquos advertising spending on its tea bags was HK$1710000
Twiningsrsquo was HK$1093000 while Teck Soonrsquos was HK$41000 Rickshaw and Luk
Yu did not spend any on advertising The following Table 4 and Table 5 show the
breakdown of advertising spending of these five tea bag brands by media in 2004 and
2005 respectively
Table 4 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
TV Newspapers Magazines MTR Total SOV
Teck Soon 0 0
Lipton 10583 1739 809 588 13719 96
Richshaw 113 113 1
Luk Yu 0 0
Twinings 500 500 3
Total 10583 1852 1309 588 14332 100
Source adMangocom
Table 5 Ad spend breakdown by media of Teck Soon Lipton Richshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars) TV Newspapers Magazines MTR Total SOV
Teck Soon 41 41 2
Lipton 1005 705 1710 60
Richshaw 0 0
Luk Yu 0 0
Twinings 1093 1093 38
Total 1046 1798 2844 100
Source adMangocom
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
25
As shown in Table 4 and Table 5 Teck Soon only placed advertisements in
newspapers in 2005 Lipton had a media mix of TV newspapers magazines and MTR
in 2004 but narrowed down to newspapers and magazines only in 2005 Rickshaw
spent on newspaper advertisements in 2004 Twinings placed advertisements in
magazines in both 2004 and 2005 The tea bag companies mainly chose print media
for their advertisements Only Lipton managed to advertise on a mix of different
media
The advertising scheduling patterns of the tea bag brands in 2004 and 2005 are
shown in the following Table 6 and Table 7
Table 6 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2004 (in thousand Hong Kong dollars)
2004 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon
Lipton 402 526 4343 4326 1800 1901 421 13719
Rickshaw 113 113
Luk Yu
Twinings 62 53 93 93 199 500
Total 577 53 526 4436 4419 1800 1901 199 421 14332
4 0 0 1 4 31 31 0 12 13 1 3 100
Source adMangocom
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
26
Table 7 Ad spend breakdown by month of Teck Soon Lipton Rickshaw Luk Yu and Twinings in 2005 (in thousand Hong Kong dollars)
2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Teck Soon 41 41
Lipton 80 588 583 235 224 1710
Rickshaw
Luk Yu
Twinings 160 160 130 130 182 331 1093
Total 240 160 588 130 130 583 235 223 555 2844
8 6 0 21 5 5 0 0 20 8 8 19 100
Source adMangocom
In 2004 Lipton placed advertisements in January May to July September to
October and December It spent most in June and July Twinings placed
advertisements in January April June to July and November with more spending in
November Rickshaw only advertised in January
In 2005 Lipton placed advertisements in January April September to October
and December with more spending in April and September The pattern was a bit
different from that of the previous year Twiningrsquos advertisements were placed in
January to February May to June and November to December of the year with more
spending in December Teck Soonrsquos advertisements were placed in November
v Print advertisements
By looking at the print advertisements of Teck Soon and its competitors in 2004
and 2005 (Appendix III) we can see that Teck Soonrsquos and Rickshawrsquos print
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
27
advertisements were simple mainly showing their tea bags and packs
Liptonrsquos print advertisements were consistent in adopting its ldquoyellowrdquo brand
colour The green grassland and plants helped create a relaxing feel and a touch of the
nature The image of a happy and healthy lady was also used as an advertising appeal
to sell the messages of ldquonaturalrdquo ldquorefreshingrdquo and ldquohealthyrdquo
In Twiningsrsquo print advertisements beautiful and elegant teacups containing
Twiningsrsquo tea were the focus giving an impression that drinking Twiningsrsquo tea was
elegant stylish and a kind of pleasure The key messages were also delivered briefly
and in a straightforward way
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
28
E SWOT Analysis
After finishing the company consumer market and product as well as the
competitor analysis the situation of Teck Soon tea bags can be concluded in respect
of its strength weakness opportunity and threat The SWOT chart is shown as
follows
SWOT Chart
Strengths
1 Teck Soon tea bags have a wide
variety of series and flavours to meet
trends and demands of the tea bag
market in Hong Kong
2 According to the survey tea bag
consumers considered that Teck Soon
tea bags are inexpensive and its quality
and taste are quite good
3 Teck Soon tea bags have received a
number of good quality awards in
assessment or competitions organized
by China or Southeast Asian countries
Weaknesses
1 Awareness of Teck Soonrsquos brand was
low and Teck Soon tea bagsrsquo image
and perception are not good and
distinctive enough when compared
with those of its major competitors
2 According to the survey tea bag
consumers have least confidence in
Teck Soonrsquos tea bags when compared
with its major competitors
3 Teck Soonrsquos advertising budget for
promoting the brand and products are
not sufficient as the SOV of its ad
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
29
spending in 2004 and 2005 is 0 and
2 respectively when compared with
its major competitors
Opportunities
1 The retail market in Hong Kong will
continue to have good performance in
view of the robust economy
2 An increase in Hong Kong peoplersquos
demands for convenient healthy
relaxing and refreshing beverages in
busy daily life
Threats
1 More new brands enter the tea bag
market in Hong Kong aggravating the
keen competition
2 Existing tea bag brands develop more
new tea flavours and consumers can
find substitutes in the market easily
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
30
III Problem and Opportunity Statement
A Problem Statement
Awareness of Teck Soonrsquos brand is low and its brand image was not distinctive
When compared with its competitors the perception of Teck Soon in respect of taste
confidence and buying intention was relatively not good Its promotion of the brand
and products through advertising was insufficient
B Opportunity Statement
The key opportunity of Teck Soon tea bags is to promote its high quality with a
wide variety of flavours which meet the market trends and demands of Hong Kong
people for convenient healthy relaxing and refreshing beverages in busy daily life
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
31
IV Target Market Profile
According to the survey conducted both men and women aged 25 - 54 are major
users of tea bags They usually spent HK$21 ndash HK$40 per month (51) on buying tea
bags By end-2001 there are about 348 million people aged 25 - 54 representing
515 of the population9 In this regard the target market has been defined in the
following in respect of demographic and psychographic characteristics
A Demographic characteristics of target audiences
The target audiences are male and female consumers aged 25 - 54 Most of them
are tertiary educated or above and are white collars engaging in clerical and
professional jobs
B Psychographic characteristics of target audiences
The target audiences according to the survey conducted accord quality the most
important consideration when buying tea bags followed by the product ingredients
and the brandrsquos prestige and popularity They also consider the selling price of
products and take heed of recommendations from family members friends relatives
9 wwwcenstatdgovhk
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
32
and colleagues
They buy tea bags and drink tea because drinking tea helps digestion drinking
tea is refreshing and relaxing as well as the taste is good They usually get the most
up-to-date information about food and beverages from television and magazines
They like reading magazines with contents about dining travelling lifestyle and
current affairs During leisure time they like browsing Internet websites watching
television reading newspapers and magazines and playing sports
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
33
V Objectives
A Marketing objective
The marketing objective of this campaign is to increase sales of Teck Soonrsquos tea
bags by 20 over the previous year by the end of the one-year campaign in 2007
B Advertising objective
The advertising objective of this campaign aims at increasing the brand
awareness from 30 (Appendix I Survey Results Question 9) to 50 of the target
audiences (white-collars aged 25 - 54) and that 50 agree to the key messages about
the quality of Teck Soonrsquos tea bags by the end of the one-year campaign in 2007
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
34
VI Marketing Communication Campaign Overview
In view of the key problems and opportunities mentioned above a marketing
communication campaign will be carried out This campaign will cover advertising
sales promotion and public relations initiatives The whole campaign will focus on
advertising which is believed to reach the target audiences most With the support of
other communication tools it is expected that the messages will be disseminated to
the target audiences effectively and that the brand awareness and consumersrsquo
perceived image of the products will improve
A Advertising Strategy
With a view to enhancing the awareness of the ldquoTeck Soonrdquo brand and its
products and delivering the key messages to adequate target audiences effectively a
mix of media channels will be adopted for this advertising strategy Traditional media
include television print media and MTR and non-traditional media -- the Internet will
be adopted to promote the brand and products to the target audiences during the year
of 2007
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
35
i TVC
Advertising on television has the advantages of mass coverage low cost per
exposure and attracting the attention of audiences by showing drama and expressing
emotion with the combination of sight sound and motion According to the survey
conducted the percentage of watching TV at leisure time (15) was the second
highest among other activities
i(a) Key messages of TVC
A TVC will be used to convey to the target audiences the key messages that Teck
Soon tea bags are made of natural and high quality ingredients have a wide variety of
flavours and provide consumers with a convenient way to have healthy relaxing and
refreshing drinks in busy daily life
i(b) Storyline of TVC
At the beginning of the TVC there will be a slice-of-life execution showing a
man and a woman working inside an office Many files and documents are piled up on
their desks and they look very tired The clock inside the office shows that the time is
315 pm Then the voice-over leads in asking whether they would be thinking about
having a bath a sleep or a massage when they feel tired at work The answer
suggested however is to ldquoenjoy teardquo (歎茶) The voice-over will introduce that
Teck Soon tea bags are made of natural and high quality ingredients Simultaneously
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
36
the TVC will show a close-up shot of a mug containing tea brewed with a Teck Soon
tea bag The voice-over will continue to introduce that Teck Soon tea bags have four
series of flavour and there will be superimposed wording on the TVC showing the
names of the four tea bag series Then the man and the woman drink a cup of tea
brewed with Teck Soon tea bags They enjoy the tea look very relaxed and feel like
working in a peaceful and beautiful garden At this time the voice-over will
supplement that having a cup of nice tea will take just few minutes Apart from
getting relaxed and refreshed drinking tea also has health benefits In the end frame
few packs of Teck Soon tea bags will be shown with the logo of ldquoTeck Soonrdquo
highlighted The TVC will be concluded with the tagline that having Teck Soon tea
bags one can ldquosnatch a little leisure from a busy liferdquo (有德信茶包上班都可以忙裡
偷閒) The storyboard is shown on Appendix IV
i(c) Rationale of TVC
Various elements including characters combination of different execution styles
and tagline are used in the creative strategy It is believed that the interaction among
these elements will be able to create impact and convince the target audiences of the
selling messages
In the TVC there will be two characters -- a man and a woman engaged in
clerical jobs A male talent aged about 30 - 40 and a female talent aged about 25 will
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
37
be selected to play these two roles Such an arrangement will help enhance the
persuasive power as the target audiences (white-collars aged 25 - 54) are addressed
Like many people who are engaged in clerical and professional jobs and work long
hours these two characters look very tired and will imagine doing something which
can help them get relaxed but they cannot do right at the office eg taking a bath
having a massage etc After they have drunk a cup of tea brewed with Teck Soon tea
bags they look relaxed and feel refreshed
Feeling tired at work is very common for people who work long hours at office
An emotional appeal is thus used in this TVC In this way the target audiences will
put themselves in the same situation as shown in the TVC and share the same feeling
as the two characters It is believed that as a result of the TVC the target audiences
will have a desire to buy the products so as to enjoy the relaxing feeling of drinking
Teck Soonrsquos tea which is healthy and convenient
A combination of execution styles including slice of life and comparison will be
adopted The slice-of-life approach which presents a real situation to the target
audiences helps build up resonance and thus create or enhance their purchasing
intention The comparison of the look and facial expression of the two characters
before and taking after tea brewed with Teck Soon tea bags demonstrates to the target
audiences the productsrsquo benefits and effects It is also proposed to invite a famous DJ
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
38
such as Mr Jan Lam (林海峰) to do the voice-over so as to add a humorous touch to
the TVC and help give a better recall
It is also expected that the repeated showing of the ldquoTeck Soonrdquo logo and tea
bags in the TVC will build up the target audiencesrsquo memory and enhance their recall
of the brand and products The tagline 「有德信茶包上班都可以忙裡偷閒」 will
also help the target audiences to keep in mind that a little leisure can be gained by
drinking Teck Soonrsquos tea at a busy life
i(d) Media strategy of TVC
Chinese TV channels TVB-Jade and ATV-Home will be selected to broadcast
the TVC The TVC will only be broadcast at prime time to reach the target audiences
who usually work long hours It is proposed that the TVC will be broadcast on
TVB-Jade at night between 10 pm and 11 pm on Monday Wednesday and Friday
each week for four weeks (ie a total of 12 spots) in January and February 2007 The
TVC will also be broadcast on ATV-Home at night between 9 pm and 10 pm on
Monday Wednesday and Friday each week for four weeks (ie a total of 12 spots) in
January and February 2007
It is believed that under this arrangement and scheduling at least 50 of the
target audiences (white-collars aged 25 - 54) will be reached
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
39
ii Print advertisement
Apart from the TVC print ad will also be used as another component of the
advertising strategy to reach the target audiences The print ad will be designed for a
full-colour full-page spread issued on a magazine This print ad will be placed in a
magazine because magazines have the advantages of multiple readers longevity and
heavy information Besides according to the survey target audiences like reading
newspapers and magazines (14) at their leisure time
ii(a) Key messages and style of print ad
The key messages will be similar to those in the TVC ie Teck Soon tea bags are
made of natural and high quality ingredients and provide a convenient way to have
healthy relaxing and refreshing drinks in busy daily life The two characters of the
TVC will be featured in the print ad They will be having a meeting together with
computer notebooks and many paper documents on the table They however look
happy and energetic with their work because they have tea brewed with Teck Soon tea
bags More details about the different types of flavours and the health benefits of
different tea bag ingredients will be included in the body text of the print
advertisement The logo of ldquoTeck Soonrdquo and the tagline 「有德信茶包上班都可以
忙裡偷閒」 will also be included to maintain the consistency of the whole set of
advertising strategy
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
40
ii(b) Media strategy of print ad
Next Magazine a weekly magazine is selected for placing the print ad This
magazine has very high readership in Hong Kong and carries reports on current affairs
dining traveling and lifestyle According to the survey conducted most respondents
liked this type of magazine The print ad will be placed in six issues of the magazine
from February to March 2007 and another six issues from August to September 2007
iii Internet advertisement
In addition to the TVC and print ad Internet advertisement will also be adopted
as a supplementary tool to promote the brand and products Since most of the target
audiences are tertiary educated and engaged in clerical and professional jobs and that
according to the survey conducted 22 of the respondents liked browsing Internet
websites during leisure time placing an advertisement on an Internet website will be
effective in promoting the products
iii(a) Key messages and format of Internet ad
The web advertisement will be in form of a super banner on a web page The
brand logo of ldquoTeck Soonrdquo a cup of tea brewed with a Teck Soon tea bag and the
tagline 「有德信茶包上班都可以忙裡偷閒」 with flashing effects will be shown
on the banner ad Web browsers who click on the banner ad will be led to the website
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
41
of Teck Soon tea bags (wwwtecksoonteacom) where more details about the brand
and products are available
iii(b) Media strategy of Internet ad
The Internet banner ad will be placed on the ldquoHK Newsrdquo page of the ldquoYahoordquo
website This website is popular among people engaged in clerical and professional
jobs It will be placed for two weeks in April 2007 and another two weeks in October
2007
iv MTR
MTR will be used as a supporting media to remind the target audiences of the
key messages of the TVC and print advertisement MTR is chosen because it recorded
high passenger flows and matched target profile of working adults
The design of the print ad will be used to produce stickers for putting on MTR
trainsrsquo doors
The sticker advertisements will be put on doors of MTR trains running the Tsuen
Wan Line Kwun Tong Line Island Line and Tseung Kwan O Line for four weeks
from October to November 2007 to reach more target audiences
v Scheduling pattern
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
42
To achieve the objective that at least 50 of the target audiences will be reached
a flighting media schedule will be implemented Four advertising media will be
scheduled in eight months of 2007
The TVC will be placed for four weeks in January and February 2007 to arouse
the attention of target audiences at the beginning of the year The print ad will be
placed for six weeks from February to March 2007 in a magazine followed by the
placement of the Internet ad on a website for two weeks in April 2007 The above
schedules are expected to obtain certain awareness of the target audiences by the end
of the first half of 2007
In the latter half of 2007 the print ad will be placed in the same magazine for six
weeks from August to September 2007 In October the Internet ad will be placed on
the same website for two weeks Sticker ad will be put on doors of MTR trains for
four weeks from October to November 2007 Such advertising arrangements are
planned to help remind the target audiences of the advertising messages The above
media schedules are shown on Appendix V Table I
B Sales Promotion Strategy
Consumer-oriented promotions will be implemented in order to induce new
customers to buy the products promoted and retain current users and encourage their
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
43
frequent consumption
To tie in with the launch of the TVC samples will be provided Four tea bags of
different flavours will be attached to each 25-bag pack to attract new and current
consumers to buy the tea bags and try different flavours
A small coupon will be incoporated in the magazine print ad and readers who
present this coupon at supermarkets can purchase Teck Soonrsquos tea bag packs with a
special offer of buying two and get one free This offer will encourage trial of the
products
A discount of 20 off of the selling price will be offered to consumers who buy
at least three packs of tea bags each time to encourage them to purchase more This
move will be implemented three times in the year of 2007 and the discount offer will
last for two weeks each time
Other than supermarkets the tea bags will be placed at bakery or cake shops for
sale Consumers purchasing any bread or cake in these shops will be offered a 10
discount to buy the tea bags
It is expected that these measures will help boost sales of the products in a short
period of time
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
44
C Public Relations Strategy
A public relations strategy will be carried out during non-peak periods for
advertisements to remind consumers of the products It is proposed that a publicity
event be launched at a popular shopping mall located near an MTR station
i Publicity event
An exhibition plus a tea-tasting and guessing game will be held Exhibition
panels displaying detailed information about the Teck Soon brand its products and
product characteristics will be erected at an exhibition area of a shopping mall near an
MTR station Passers-by will be invited to taste a small cup of tea brewed with Teck
Soon tea bags and asked to guess the type of tea flavour eg Pu-erh Jasmine tea
Apple green tea etc Participants who can name the flavour of tea they have tasted
correctly will be given a pack of Teck Soon tea bags as prizes The objectives of this
publicity event are
to reinforce the brand awareness and image of Teck Soon
to remind people of the good taste high quality relaxing and refreshing feel and
convenience of drinking tea brewed with Teck Soon tea bags and
to attract people to taste tea brewed with Teck Soon tea bags
The proposed date time and venue of the event are shown as follows
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
45
Date July 29 2007 (Sunday)
Time 1 pm to 5 pm
Venue GF North Atrium Olympian City II Kowloon West
ii Other public relations activities
Apart from holding the above publicity event issuing press releases on the event
and the products as well as sponsoring charity activities will also be effective in
increasing the brand awareness and building the image of the products
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
46
VII Budget
A Method of Setting Budget and Size of Budget
The setting of budget is based on the bottom-up budgeting method ie adding up
all the cost to be spent on different media and then calculating the whole budget It is
expected that the whole campaign will spend a total of about HK$3362000
B Allocation of Budget
i Budget for Advertising Strategy
It is planned that a total of HK$3112000 will be spent on the advertising
strategy according to the media strategies and schedules Table 8 below shows the
weighting of the media mix of the advertising strategy
Table 8 Media Mix of Teck Soon Tea Bags
Media Mix of Teck Soon Tea Bags
TV
58Magazine
19
Internet
9
MTR
14
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
47
As shown in Table 8 a large proportion of the budget will be allocated on the TV
(58) followed by the print media (19) MTR (14) and the Internet (9) A total
of HK$1800000 will be spent on the TVC HK$600000 will be spent on the
magazine HK$432000 on MTR and HK$280000 on the Internet
iii Budget for Public Relations Strategy
It is estimated that a total of HK$250000 will be spent on implementing the
public relations strategy The publicity event to be held at a shopping mall will cost
about HK$100000 while HK$150000 will be allocated for sponsoring various
charity activities
The breakdown of the campaign budget is shown on Appendix V Table II
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
48
VIII Campaign Evaluation
In order to measure the effectiveness of this campaign and to find out whether
the objectives of this campaign can be achieved evaluations will be conducted
Results of the evaluations will be used as a reference or benchmarks for planning
developing and implementing future campaigns
The evaluation aims at seeking information about consumersrsquo awareness and
perception of Teck Soon tea bags Field tests will be used as the means of posttesting
which is believed to be the most effective way for evaluation Intercept interviews
outside supermarkets and office buildings will be adopted and carried out randomly in
Mong Kok Tsim Sha Tsui Wan Chai and Sha Tin It is proposed that at least 200
consumers who indicate that they have seen the TVC magazine or Internet or MTR
advertisements of Teck Soon tea bags will be interviewed
Since the advertising objective of the campaign is to increase the brand
awareness to 50 of the target audiences (white-collars aged 25 - 54) recognition
will form an important part for testing consumersrsquo recall and recognition of the brand
and products Questions about whether they can recall the key messages logo
products concept and tagline of the advertisements will be asked To further improve
future advertising strategies consumers will also be asked questions such as which
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
49
part of the advertisements they like most and which media they can recall for seeing
the advertisements
To evaluate the effectiveness of other marketing communication tools which
include sales promotion and public relations other evaluation methods such as
counting the number of website visitors and the number of enquiries received
reviewing the changes in sales figures will also be used
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
50
IX Conclusion
The whole marking communication campaign proposal for Teck Soon tea bags is
developed from situation analysis which facilitates the determination of the target
market profile and achievable marketing and advertising objectives While creative
ideas are developed strategically to achieve the objectives appropriate media and
budget plans also help deliver the key messages to the target audiences
It is expected that the objectives of this campaign will be achieved and the
success in implementing this campaign will help shape and develop Teck Soonrsquos
future marketing communication activities
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
51
X References
Apple Daily (July 14 2005) Census and Statistics Department of HKSAR Government (2000) 19992000
Household Expenditure Survey -- Average Monthly Household Expenditure by CommodityService SectionGroup
Census and Statistics Department of HKSAR Government (2004) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) GDP and its main
expenditure components httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2004) Index of Retail
Sales httpwwwcenstatdgovhk Census and Statistics Department of HKSAR Government (2005) Index of Retail
Sales httpwwwcenstatdgovhk Wen Wei Po (September 8 2001) wwwadmangocom wwwcenstatdgovhk wwwliptoncom wwwtecksoonteacom wwwunilevercom
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
52
XI Appendixes
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
53
Appendix I Questionnaire on Consumption of Tea Bags 有關購買和使用茶包的問卷調查 你好我是香港浸會大學傳理學院的研究生現正進行一項有關購買和使用茶包
的問卷調查你所提供的資料會絕對保密並只作學術用途謝謝 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有 沒有(如沒有請回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好 解渴 消滯 美容 提神 保健 鬆弛一下 其他(請註明ˍˍˍˍˍˍ)
3 你平均隔多久會泡茶包飲用
每日多於一次 每日一次 每兩至三日一次 每星期一次 每兩星期一次 其他(請註明ˍˍˍˍˍˍ)
4 你通常在那裡購買茶包(請只選一項) 超級市場 便利店 百貨公司 士多 其他(請註明ˍˍˍˍˍˍ)
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉(如普洱香片壽眉) 花茶(如玫瑰花末莉花薰衣草) 水果茶(如草莓橙蘋果) 綠茶 紅茶 其他(請註明ˍˍˍˍˍˍ)
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
54
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下 HK$21 ndash HK$40 HK$41 ndash HK$60 HK$61 ndash HK$80 HK$80 以上
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要
非常
不重要
71 產品的種類多寡
72 產品的質素和味道
73 產品的成份
74 產品的產地
75 產品的品牌信譽和知名度
76 產品的價錢
77 家人親友同事對產品的口碑
8 請列出一些你認識的茶包品牌
ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎) ˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍˍ(還有嗎)
9 你有沒有聽過「德信」茶包
有 沒有(如沒有請回答第 13 題) 10 你從甚麼途徑認識「德信」茶包(最多可選兩項)
互聯網 報紙 宣傳活動 家人親友或同事 銷售地點(如超級市場) 交通工具上的廣告 其他(請註明ˍˍˍˍˍˍ)
11 你有沒有喝過用「德信」茶包泡的茶
有 沒有
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
55
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼
1 2 3 4 5 6 7
形象模糊 形象鮮明
種類少 種類多
質素味道差劣 質素味道優良
信譽差劣 信譽優良
售價昂貴 售價大眾化
包裝不美觀 包裝美觀吸引
廣告宣傳少 廣告宣傳多
品牌知名度低 品牌知名度高
131 你喜歡下列茶包的味道嗎
(1 為非常喜歡5 為非常不喜歡)
ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
132 你喜歡下列茶包的廣告宣傳嗎
(1 為非常喜歡5 為非常不喜歡) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
56
133 你對下列茶包有信心嗎
(1 為非常有信心5 為非常沒有信心) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
134 你會選購下列茶包嗎
(1 為最會選購5 為最不會選購) ˍˍˍˍˍ川寧茶包 ˍˍˍˍˍ立頓茶包 ˍˍˍˍˍ車仔茶包 ˍˍˍˍˍ陸羽茶包 ˍˍˍˍˍ德信茶包
14 你通常會在何時選購茶包(請只選一項)
有需要時 有折扣優惠時 有新產品推出時 加送贈品時
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視 聽收音機 閱讀雜誌 瀏覽互聯網 宣傳活動
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流 八卦娛樂 生活品味 金融財經 飲食旅遊 時事 其他(請註明ˍˍˍˍˍˍ)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物 看電視 看電影 看書 看報紙雜誌 上網 聽歌 運動 其他(請註明ˍˍˍˍˍˍ)
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
57
18 你的教育程度是 小學或以下 中學 大專或以上
19 你的職業是
學生 文職 服務行業 教育工作 行政人員 專業人士 家庭主婦 無業或待業 其他(請註明ˍˍˍˍˍˍ)
20 你的性別是
男 女 21 你的婚姻狀況是
單身 已婚 22 你的年齡是介乎
18 ndash 24 25 ndash 34 35 ndash 44 45 ndash 54 55 ndash 64 65 或以上
~ 問卷完 ~
謝謝
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
58
Appendix I (Contrsquod) Survey Results on Consumption of Tea Bags 有關購買和使用茶包的問卷調查結果 (閣下所提供的資料會絕對保密僅作學術用途) 請在適當方格內加上「 」號 1 你有沒有購買茶包泡茶飲用的習慣
有37(53) 沒有33(47)(回答第 7 題)
2 你購買茶包泡茶飲用的主要原因是(最多可選兩項) 味道好12(16) 解渴14(18) 消滯14(18) 美容2(3) 提神13(17) 保健4(5) 鬆弛一下14(18) 其他4(5)
3 你平均隔多久會泡茶包飲用 每日多於一次6(16) 每日一次11(30) 每兩至三日一次8(22) 每星期一次7(19) 每兩星期一次4(11) 其他1(2)
4 你通常在那裡購買茶包(請只選一項) 超級市場32(78) 便利店1(2) 百貨公司8(20) 士多0 其他0
5 你通常購買甚麼味道的茶包(請只選一項)
中式茶葉24(51) 花茶7(15) 水果茶1(2) 綠茶8(17) 紅茶6(13) 其他1(2)
6 你平均每一個月會花費多少金錢購買茶包 HK$20 或以下9(24) HK$21 ndash HK$4019(51) HK$41 ndash HK$605(14) HK$61 ndash HK$803(8) HK$80 以上1(3)
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
59
7 在選購茶包時你認為下列因素是否重要 非常
重要
重要
沒意見
不重要 非常
不重要
71 產品的種類多寡 2 (3)
27 (39)
17 (24)
21 (30)
3 (4)
72 產品的質素和味道 43 (62)
24 (34)
3 (4)
0 0
73 產品的成份 21 (30)
33 (47)
11 (16)
4 (6)
1 (1)
74 產品的產地 7 (10)
31 (44)
18 (26)
11 (16)
3 (4)
75 產品的品牌信譽和知名度 15 (21)
40 (57)
13 (19)
2 (3)
0
76 產品的價錢 12 (17)
37 (53)
14 (20)
6 (9)
1 (1)
77 家人親友同事對產品的口碑 13 (19)
35 (50)
9 (13)
9 (13)
4 (5)
8 請列出一些你認識的茶包品牌
立頓58(83) 車仔46(66) 陛羽26(37) 川寧14(20) 德信7(10) 大排檔3(4) 宇治2(3) 同治堂1(1) 伊騰園1(1) 助助1(1) 銘茶工房1(1) Marks amp Spencer1(1)陽光1(1) 雀巢1(1) 道地1(1)
9 你有沒有聽過「德信」茶包 有21(30) 沒有49(70)(回答第 13 題)
10 你從甚麼途徑認識「德信」茶包(最多可選兩項) 互聯網0 報紙1(4) 宣傳活動3(13) 家人親友或同事6(25) 銷售地點13(54) 交通工具上的廣告0 其他1(4)
11 你有沒有喝過用「德信」茶包泡的茶
有10(48) 沒有11(52)
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
60
12 請用「 」號表示你對「德信」茶包的感覺和印象「1」代表最接近左邊的
形容字眼「7」代表最接近右邊的形容字眼 「1」 「2」 「3」 「4」 「5」 「6」 「7」 形象模糊 6
(28) 4
(19)5
(24)4
(19)1
(5)1
(5)0 形象鮮明
種類少 2 (10)
1 (5)
6 (32)
3 (16)
7 (37)
0 0 種類多
質素味道差劣 2 (10)
0 3 (16)
6 (32)
4 (21)
4 (21)
0 質素味道優良
信譽差劣 1 (5)
2 (11)
2 (11)
9 (47)
4 (21)
1 (5)
0 信譽優良
售價昂貴 1 (5)
0 1 (5)
6 (30)
6 (30)
4 (20)
2 (10)
售價大眾化
包裝不美觀 1 (5)
2 (10)
4 (20)
9 (45)
3 (15)
1 (5)
0 包裝美觀吸引
廣告宣傳少 4 (20)
6 (30)
6 (30)
3 (15)
0 1 (5)
0 廣告宣傳多
品牌知名度低 5 (25)
5 (25)
6 (30)
3 (15)
0 1 (5)
0 品牌知名度高
131 你喜歡下列茶包的味道嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 5 6 20 9 3 立頓茶包 9 26 19 8 2 車仔茶包 7 24 24 4 0 陸羽茶包 7 20 24 4 0 德信茶包 1 4 18 2 9
132 你喜歡下列茶包的廣告宣傳嗎
(「1」為非常喜歡「5」為非常不喜歡) 「1」 「2」 「3」 「4」 「5」 川寧茶包 2 3 16 6 2 立頓茶包 10 13 27 3 0 車仔茶包 5 11 27 3 0 陸羽茶包 4 4 26 2 1 德信茶包 0 1 15 3 8
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
61
133 你對下列茶包有信心嗎 (「1」為非常有信心「5」為非常沒有信心) 「1」 「2」 「3」 「4」 「5」 川寧茶包 17 2 11 15 17 立頓茶包 23 21 14 6 0 車仔茶包 19 20 20 2 1 陸羽茶包 15 17 18 8 1 德信茶包 4 3 16 13 11
134 你會選購下列茶包嗎
(「1」為最會選購「5」為最不會選購) 「1」 「2」 「3」 「4」 「5」 川寧茶包 13 5 13 10 14 立頓茶包 23 25 12 2 1 車仔茶包 18 23 16 1 3 陸羽茶包 14 21 14 7 3 德信茶包 2 7 11 12 21
14 你通常會在何時選購茶包(請只選一項)
有需要時56(77) 有折扣優惠時13(17) 有新產品推出時2(3) 加送贈品時2(3)
15 你通常透過下列那一個途徑獲得最新的食品資訊(請只選一項)
看電視45(62) 聽收音機0 閱讀雜誌23(32) 瀏覽互聯網2(3) 宣傳活動2(3)
16 你最愛閱讀下列那一類雜誌(請只選一項)
時裝潮流8(10) 八卦娛樂10(12) 生活品味14(18) 金融財經7(9) 飲食旅遊24(30) 時事12(15) 其他5(6)
17 你平日最喜愛的消閒活動是(最多可選兩項)
購物13(9) 看電視21(15) 看電影15(11) 看書9(6) 看報紙雜誌19(14) 上網30(22) 聽歌10(7) 運動19(14) 其他3(2)
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
62
18 你的教育程度是 小學或以下1(1) 中學13(19) 大專或以上56(80)
19 你的職業是
學生1(15) 文職33(47) 服務行業5(7) 教育工作4(6) 行政人員7(10) 專業人士17(24) 家庭主婦2(3) 無業或待業0 其他1(15)
20 你的性別是
男35(50) 女35(50) 21 你的婚姻狀況是
單身40(57) 已婚30(43) 22 你的年齡是介乎
18 ndash 241(1) 25 ndash 3460(86) 35 ndash 444(6) 45 ndash 544(6) 55 ndash 640 65 或以上1(1)
~ 問卷完 ~
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
63
Appendix II Comparison of Teck Soon tea bags and four direct competitors Teck Soon
(德信) Lipton (立頓)
Richshaw (車仔)
Luk Yu (陸羽)
Twinings (川寧)
Year of Establishment 1946 1871 1706
Place of Origin Hong Kong United States United Kingdom
Brand Message Chinese Tea ndash Teck Soon
Tea ndash Modern Tea
(中國茶 ndash 德信茶 ndash 現代
茶)
健康茶飲
精彩生活
A tea for every taste
Flavour - Organic Tea Series (Green
tea Pu-erh Ti Kuan Yin
Black tea Dragon Well)
- Floral Tea Series (Jasmine
tea Rosebud tea Magnolia
scented tea
Chrysanthemum tea
Osmanthus Oolong tea)
- Fruit Tea Series
(Strawberry green tea
- Traditional English tea
- Chinese tea (Green tea
Iron Buddha tea Jasmine
tea)
- Traditional English tea
- Chinese tea (Jasmine tea
Pu-erh Iron Buddha tea
Onlong tea)
- Chinese tea (Sowmei tea
Pu-erh Oolong tea Iron
Buddha tea Jasmine tea)
- Green tea
- Traditional English tea
(Earl Grey English
Breakfast Lady Grey
Darjeeling)
- Floral tea (Camomile)
- Herbal tea (Peppermint)
- Fruit tea (Lemon and
ginger Peach and passion
Blackcurrant and ginseng)
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
64
Lemon green tea Orange
green tea Apple green tea)
- Healthy Series (Kuding tea
Gingko tea Fructus
Momordicae tea Chinese
ginseng tea American
ginseng tea Orange Pursquoerh
tea)
Packaging 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 25-bag 100-bag 10-bag 20-bag 25-bag
Price of 25-bag Package
(Traditional Chinese
Tea Flavour)
HK$109 HK$129 HK$109 HK$99 HK$22
Distribution Parknshop Wellcome
Guangnan KK Juscorsquos
supermarket
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome
Juscorsquos supermarket CRC
shop
Parknshop Wellcome Parknshop Wellcome
Juscorsquos supermaket
SOGOrsquos supermarket
Citysuper Seiyursquos
supermarket UNY
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
65
Appendix III Print Advertisement of Teck Soon Tea Bags in 2005 Source adMangocom
Print Advertisement of Rickshaw Tea Bags in 2004 Source adMangocom
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
66
Appendix III (Contrsquod) Print Advertisements of Lipton Tea Bags in 2004 and 2005 Source adMangocom
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
67
Appendix III (Contrsquod) Print Advertisements of Twinings Tea Bags in 2004 and 2005 Source adMangocom
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
68
Appendix IV Storyboard of 30-second TVC for Teck Soon Tea Bags
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
69
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
70
Appendix V Table I 2007 Media Plan of Teck Soon Tea Bags
MEDIA PLAN
MEDIA January February March April May June July August September October November December Total
(HK$)
TVB-J Prime Time 1320000 TVC
ATV-H Prime Time 480000
Magazine Next Magazine Full PageColour 600000
Internet Yahoo HK News Super Banner 280000
MTR MTR Full Train Window Stickers 4 Lines 432000
Sub-total (HK$) 900000
(29)
1000000
(32)
200000
(7)
140000
(4)
0
(0)
0
(0)
0
(0)
100000
(3)
200000
(7)
356000
(11)
216000
(7)
0
(0)
3112000
(100)
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000
71
Appendix V (Contrsquod) Table II 2007 Budget Allocation of Teck Soon Tea Bags Vehicles Ad sizelengtharea Position (HK$) Frequency (HK$) Sub-total (HK$) Weighting Media
TVB-Jade 30 seconds Prime time 10 pm ndash 11 pm
110000 4 weeks (Mon Wed amp Fri)
110000 x 3 x 4 1320000TV TVC
ATV-Home 30 seconds Prime time 9 pm ndash 10 pm
40000 4 weeks (Mon Wed amp Fri)
40000 x 3 x 4 480000 1800000
58
Print Magazine Next Magazine Full page full colour 50000 12 issues 50000 x 12 600000 600000 19 Internet Website Yahoo Super banner ad HK News 10000
(per day)28 days 10000 x 28 280000 280000 9
MTR MTR MTR trains Train door window stickers Tsuen Wan Line Island Line Kwun Tong Line and Tsueng Kwan O Line
27000(per train)
4 weeks (4 trains)
27000 x 4 x 4 432000 432000 14
Sub-total (1) HK$3112000 HK$3112000 100 PR
20000(Rental change)
60000(Display panels
and tea bags)
Event Olympian City II
GF North Atrium
Area 1050 sq ft Duration 1 pm ndash 5 pm
20000(Other cost)
29 July (Sun)
20000 + 60000 + 20000 100000 100000
40
Sponsoring charity activities 150000 150000 60 Sub-total (2) HK$250000 HK$250000 100 Total HK$3362000 HK$3362000