A COMMUNICATION CAMPAIGN PROPOSAL FOR TECK SOON TEA...

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


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



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



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


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


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


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)

００

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)


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)


有１０(48) 沒有１１(52)

60


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)

００種類多

質素味道差劣２ (10)

０３ (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)

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售價大眾化

包裝不美觀１ (5)

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9 (45)

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０包裝美觀吸引

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６ (30)

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０廣告宣傳多

品牌知名度低５ (25)

５ (25)

６ (30)

３ (15)

０１ (5)

０品牌知名度高


（「1」為非常喜歡「5」為非常不喜歡）「1」「2」「3」「4」「5」川寧茶包５６２０９３立頓茶包９２６１９８２車仔茶包７２４２４４０陸羽茶包７２０２４４０德信茶包１４１８２９


（「1」為非常喜歡「5」為非常不喜歡）「1」「2」「3」「4」「5」川寧茶包２３１６６２立頓茶包１０１３２７３０車仔茶包５１１２７３０陸羽茶包４４２６２１德信茶包０１１５３８

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１７２１１１５１７立頓茶包２３２１１４６０車仔茶包１９２０２０２１陸羽茶包１５１７１８８１德信茶包４３１６１３１１


（「1」為最會選購「5」為最不會選購）「1」「2」「3」「4」「5」川寧茶包１３５１３１０１４立頓茶包２３２５１２２１車仔茶包１８２３１６１３陸羽茶包１４２１１４７３德信茶包２７１１１２２１


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)


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)


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)


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)


- 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


(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


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 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

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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


Date 26 June 2006

3

Table of Contents

Page







E SWOT Analysis 28



V Objectives 33







VII Budget 46


IX Conclusion 50

X References 51

XI Appendixes 52

4

I Executive Summary


















5








6


A Company Analysis

i Corporate profile








countries








7














ii The Brand





8

to consumers













9

B Consumer Analysis













i Survey Research





10
















Teck Soon tea bags



11



















12


Important

()

Important

()

Neutral

()

Not

Important

()

Very

Unimport-

ant

()

Mean SD


and popularity

21 57 19 3 0 39 08


from family

members relatives


19 50 13 13 5 36 11












13















14








27 Brand well-known

1 2 3 4 5 6 7














15









30 35 36 36 26


29 36 34 32 23

Confident in brand

32 40 39 36 25

Likely to buy

29 41 39 36 22







16





and others (2)





iii Conclusion









17




were relatively low

18
















and 64 in 2005 over 20046



19


2003 and 37 in 2005 over 20047











and herbal tea etc






20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40


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3

Table of Contents

Page







E SWOT Analysis 28



V Objectives 33







VII Budget 46


IX Conclusion 50

X References 51

XI Appendixes 52

4

I Executive Summary


















5








6


A Company Analysis

i Corporate profile








countries








7














ii The Brand





8

to consumers













9

B Consumer Analysis













i Survey Research





10
















Teck Soon tea bags



11



















12


Important

()

Important

()

Neutral

()

Not

Important

()

Very

Unimport-

ant

()

Mean SD


and popularity

21 57 19 3 0 39 08


from family

members relatives


19 50 13 13 5 36 11












13















14








27 Brand well-known

1 2 3 4 5 6 7














15









30 35 36 36 26


29 36 34 32 23

Confident in brand

32 40 39 36 25

Likely to buy

29 41 39 36 22







16





and others (2)





iii Conclusion









17




were relatively low

18
















and 64 in 2005 over 20046



19


2003 and 37 in 2005 over 20047











and herbal tea etc






20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



4

I Executive Summary


















5








6


A Company Analysis

i Corporate profile








countries








7














ii The Brand





8

to consumers













9

B Consumer Analysis













i Survey Research





10
















Teck Soon tea bags



11



















12


Important

()

Important

()

Neutral

()

Not

Important

()

Very

Unimport-

ant

()

Mean SD


and popularity

21 57 19 3 0 39 08


from family

members relatives


19 50 13 13 5 36 11












13















14








27 Brand well-known

1 2 3 4 5 6 7














15









30 35 36 36 26


29 36 34 32 23

Confident in brand

32 40 39 36 25

Likely to buy

29 41 39 36 22







16





and others (2)





iii Conclusion









17




were relatively low

18
















and 64 in 2005 over 20046



19


2003 and 37 in 2005 over 20047











and herbal tea etc






20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



5








6


A Company Analysis

i Corporate profile








countries








7














ii The Brand





8

to consumers













9

B Consumer Analysis













i Survey Research





10
















Teck Soon tea bags



11



















12


Important

()

Important

()

Neutral

()

Not

Important

()

Very

Unimport-

ant

()

Mean SD


and popularity

21 57 19 3 0 39 08


from family

members relatives


19 50 13 13 5 36 11












13















14








27 Brand well-known

1 2 3 4 5 6 7














15









30 35 36 36 26


29 36 34 32 23

Confident in brand

32 40 39 36 25

Likely to buy

29 41 39 36 22







16





and others (2)





iii Conclusion









17




were relatively low

18
















and 64 in 2005 over 20046



19


2003 and 37 in 2005 over 20047











and herbal tea etc






20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



6


A Company Analysis

i Corporate profile








countries








7














ii The Brand





8

to consumers













9

B Consumer Analysis













i Survey Research





10
















Teck Soon tea bags



11



















12


Important

()

Important

()

Neutral

()

Not

Important

()

Very

Unimport-

ant

()

Mean SD


and popularity

21 57 19 3 0 39 08


from family

members relatives


19 50 13 13 5 36 11












13















14








27 Brand well-known

1 2 3 4 5 6 7














15









30 35 36 36 26


29 36 34 32 23

Confident in brand

32 40 39 36 25

Likely to buy

29 41 39 36 22







16





and others (2)





iii Conclusion









17




were relatively low

18
















and 64 in 2005 over 20046



19


2003 and 37 in 2005 over 20047











and herbal tea etc






20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



7














ii The Brand





8

to consumers













9

B Consumer Analysis













i Survey Research





10
















Teck Soon tea bags



11



















12


Important

()

Important

()

Neutral

()

Not

Important

()

Very

Unimport-

ant

()

Mean SD


and popularity

21 57 19 3 0 39 08


from family

members relatives


19 50 13 13 5 36 11












13















14








27 Brand well-known

1 2 3 4 5 6 7














15









30 35 36 36 26


29 36 34 32 23

Confident in brand

32 40 39 36 25

Likely to buy

29 41 39 36 22







16





and others (2)





iii Conclusion









17




were relatively low

18
















and 64 in 2005 over 20046



19


2003 and 37 in 2005 over 20047











and herbal tea etc






20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



8

to consumers













9

B Consumer Analysis













i Survey Research





10
















Teck Soon tea bags



11



















12


Important

()

Important

()

Neutral

()

Not

Important

()

Very

Unimport-

ant

()

Mean SD


and popularity

21 57 19 3 0 39 08


from family

members relatives


19 50 13 13 5 36 11












13















14








27 Brand well-known

1 2 3 4 5 6 7














15









30 35 36 36 26


29 36 34 32 23

Confident in brand

32 40 39 36 25

Likely to buy

29 41 39 36 22







16





and others (2)





iii Conclusion









17




were relatively low

18
















and 64 in 2005 over 20046



19


2003 and 37 in 2005 over 20047











and herbal tea etc






20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



9

B Consumer Analysis













i Survey Research





10
















Teck Soon tea bags



11



















12


Important

()

Important

()

Neutral

()

Not

Important

()

Very

Unimport-

ant

()

Mean SD


and popularity

21 57 19 3 0 39 08


from family

members relatives


19 50 13 13 5 36 11












13















14








27 Brand well-known

1 2 3 4 5 6 7














15









30 35 36 36 26


29 36 34 32 23

Confident in brand

32 40 39 36 25

Likely to buy

29 41 39 36 22







16





and others (2)





iii Conclusion









17




were relatively low

18
















and 64 in 2005 over 20046



19


2003 and 37 in 2005 over 20047











and herbal tea etc






20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



10
















Teck Soon tea bags



11



















12


Important

()

Important

()

Neutral

()

Not

Important

()

Very

Unimport-

ant

()

Mean SD


and popularity

21 57 19 3 0 39 08


from family

members relatives


19 50 13 13 5 36 11












13















14








27 Brand well-known

1 2 3 4 5 6 7














15









30 35 36 36 26


29 36 34 32 23

Confident in brand

32 40 39 36 25

Likely to buy

29 41 39 36 22







16





and others (2)





iii Conclusion









17




were relatively low

18
















and 64 in 2005 over 20046



19


2003 and 37 in 2005 over 20047











and herbal tea etc






20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



11



















12


Important

()

Important

()

Neutral

()

Not

Important

()

Very

Unimport-

ant

()

Mean SD


and popularity

21 57 19 3 0 39 08


from family

members relatives


19 50 13 13 5 36 11












13















14








27 Brand well-known

1 2 3 4 5 6 7














15









30 35 36 36 26


29 36 34 32 23

Confident in brand

32 40 39 36 25

Likely to buy

29 41 39 36 22







16





and others (2)





iii Conclusion









17




were relatively low

18
















and 64 in 2005 over 20046



19


2003 and 37 in 2005 over 20047











and herbal tea etc






20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



12


Important

()

Important

()

Neutral

()

Not

Important

()

Very

Unimport-

ant

()

Mean SD


and popularity

21 57 19 3 0 39 08


from family

members relatives


19 50 13 13 5 36 11












13















14








27 Brand well-known

1 2 3 4 5 6 7














15









30 35 36 36 26


29 36 34 32 23

Confident in brand

32 40 39 36 25

Likely to buy

29 41 39 36 22







16





and others (2)





iii Conclusion









17




were relatively low

18
















and 64 in 2005 over 20046



19


2003 and 37 in 2005 over 20047











and herbal tea etc






20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



13















14








27 Brand well-known

1 2 3 4 5 6 7














15









30 35 36 36 26


29 36 34 32 23

Confident in brand

32 40 39 36 25

Likely to buy

29 41 39 36 22







16





and others (2)





iii Conclusion









17




were relatively low

18
















and 64 in 2005 over 20046



19


2003 and 37 in 2005 over 20047











and herbal tea etc






20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



14








27 Brand well-known

1 2 3 4 5 6 7














15









30 35 36 36 26


29 36 34 32 23

Confident in brand

32 40 39 36 25

Likely to buy

29 41 39 36 22







16





and others (2)





iii Conclusion









17




were relatively low

18
















and 64 in 2005 over 20046



19


2003 and 37 in 2005 over 20047











and herbal tea etc






20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



15









30 35 36 36 26


29 36 34 32 23

Confident in brand

32 40 39 36 25

Likely to buy

29 41 39 36 22







16





and others (2)





iii Conclusion









17




were relatively low

18
















and 64 in 2005 over 20046



19


2003 and 37 in 2005 over 20047











and herbal tea etc






20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



16





and others (2)





iii Conclusion









17




were relatively low

18
















and 64 in 2005 over 20046



19


2003 and 37 in 2005 over 20047











and herbal tea etc






20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



17




were relatively low

18
















and 64 in 2005 over 20046



19


2003 and 37 in 2005 over 20047











and herbal tea etc






20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



18
















and 64 in 2005 over 20046



19


2003 and 37 in 2005 over 20047











and herbal tea etc






20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



19


2003 and 37 in 2005 over 20047











and herbal tea etc






20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



20














packs





21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



21





and 20018






22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



22






i Product













23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



23


ii Price







iii Distribution








24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



24


HK$113000





2005 respectively



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


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







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



25







media





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



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



26



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













27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



27










28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



28

E SWOT Analysis




follows

SWOT Chart

Strengths




market in Hong Kong









Weaknesses













29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



29




Opportunities







busy daily life

Threats



keen competition




30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



30


A Problem Statement









31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



31










professional jobs






9 wwwcenstatdgovhk

32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



32

and colleagues







33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



33

V Objectives









34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



34















of 2007

35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



35

i TVC



















36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



36

















selling messages



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



37




















38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



38



















39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



39




















40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



40



















41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



41







2007

iv MTR





trainsrsquo doors





42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



42



















43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



43








products









period of time

44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



44





i Publicity event








publicity event are






45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



45


Time 1 pm to 5 pm






46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



46

VII Budget












TV

58Magazine

19

Internet

9

MTR

14

47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



47









charity activities


48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



48



















49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



49


the advertisements





50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



50

IX Conclusion









51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



51

X References








52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



52

XI Appendixes

53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



53










54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



54



重要

重要

沒意見

不重要

非常

不重要



73 產品的成份

74 產品的產地


76 產品的價錢








有沒有

55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



55



1 2 3 4 5 6 7


種類少種類多












56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



56













57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



57


19 你的職業是


20 你的性別是




～問卷完～

謝謝

58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



58


有３７(53) 沒有３３(47)（回答第 7 題）







59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



59


重要

重要

沒意見

不重要非常

不重要


２７ (39)

１７ (24)

２１ (30)

３ (4)


２４ (34)

３ (4)

００

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)


４０ (57)

１３ (19)

２ (3)

０

76 產品的價錢１２ (17)

３７ (53)

１４ (20)

６ (9)

１ (1)


３５ (50)

９ (13)

９ (13)

４ (5)






有１０(48) 沒有１１(52)

60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



60



(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)

００種類多


０３ (16)

６ (32)

４ (21)

４ (21)


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)

０１ (5)

６ (30)

６ (30)

４ (20)

２ (10)

售價大眾化


２ (10)

４ (20)

9 (45)

3 (15)

１ (5)



６ (30)

６ (30)

３ (15)

０１ (5)

０廣告宣傳多


５ (25)

６ (30)

３ (15)

０１ (5)






61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



61












62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



62


19 你的職業是


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


～問卷完～

63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



63



Richshaw (車仔)

Luk Yu (陸羽)

Twinings (川寧)






茶)

健康茶飲

精彩生活







scented tea

Chrysanthemum tea


- Fruit Tea Series





tea)




Onlong tea)




- Green tea


(Earl Grey English

Breakfast Lady Grey

Darjeeling)






64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



64




Gingko tea Fructus




tea)




Tea Flavour)

HK$109 HK$129 HK$109 HK$99 HK$22



supermarket

Parknshop Wellcome


shop

Parknshop Wellcome


shop





supermarket UNY

65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



65



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



66


67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



67


68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



68


69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



69

70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



70


MEDIA PLAN


(HK$)







(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




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



71




110000 x 3 x 4 1320000TV TVC



40000 x 3 x 4 480000 1800000

58


(per day)28 days 10000 x 28 280000 280000 9


27000(per train)

4 weeks (4 trains)

27000 x 4 x 4 432000 432000 14

Sub-total (1) HK$3112000 HK$3112000 100 PR



and tea bags)


GF North Atrium


20000(Other cost)

29 July (Sun)

20000 + 60000 + 20000 100000 100000

40



A COMMUNICATION CAMPAIGN PROPOSAL FOR TECK SOON TEA...

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Transcript of A COMMUNICATION CAMPAIGN PROPOSAL FOR TECK SOON TEA...