Chocolate Factory Presentation
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Transcript of Chocolate Factory Presentation
![Page 1: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/1.jpg)
Welcome to ..
21 Apirl 2010
Live life chocolately
“Chocolate Fact.”
![Page 2: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/2.jpg)
Agenda Situation Analysis
Insights of target audience(s)
Objectives
Concept for the launching of Chocolate Facts.
Marketing Communication Plan
Budget
Success measurement methods
Recommendations
![Page 3: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/3.jpg)
Situation Analysis
1. Chocolate market trend
2. Café market trend
![Page 4: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/4.jpg)
SWOT Analysis
TS W O
SWOT Analysis
![Page 5: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/5.jpg)
TS W O
SWOT Analysis
Use high-quality chocolate in all of the chocolate menus Various types of menus to choose from- few of the menus are very interesting and unique eg. Mango Chocolate Frappe Catchy slogan- Live Life Chocolately Clean Friendly and helpful staffs The shop was easy to access as it’s surrounded by escalators
![Page 6: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/6.jpg)
Competitor Analysis
Direct competitor Chocolate Cafés
Secondary competitors 1.Third-place Cafés and Bakeries2.Chocolate Specialized Shops3.Mass Products at Supermarket
![Page 7: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/7.jpg)
Target Audience Analysis
Target Audience Analysis
![Page 8: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/8.jpg)
Attributes
Target Audience Analysis
Age: 18 – 35 (Young adults and first jobbers) Gender: Female 65%, Male 35% Highly social – like to hang out with friends Middle to upper socioeconomic class, university graduates Urban Opinion leader among social groups
![Page 9: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/9.jpg)
Insights
Target Audience Analysis
Not price sensitive Driven by quality, flavor and personal preference Outgoing Influencers: friends and media Seek new and stimulating experiences
![Page 10: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/10.jpg)
Parentsvs.
Young adults
Target Audience Analysis
![Page 11: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/11.jpg)
Objectives 1. To increase awareness among
chocolate lovers • number of fans in Facebook 1,000+• number of people who play quizzes in Facebook 500+• number of views of the drama series in Youtube, Chocolate Fact website, and Facebook 3,000+• number of people who shares the drama series with their friends 500• number of visitors of the web 3,000+• number of time visitors spent on the web 3• number of people participating in “Pass the Sweet Moment Forward” campaign 700• number of invitations sent during the “Pass the Sweet Moment Forward” campaign 300• number of people joining the Choco Life Café through the “Pass the Sweet Moment Forward” campaign 100
![Page 12: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/12.jpg)
Objectives2. To build loyal customer base
• number of registrations of the Choco Life Café community 1,000• number of subscriptions of the membership card 400
3. Others• number of media coverage and its values at least 3X• content analysis favorable • number of participants showing on the launch event day 100•sales increased by 30%
![Page 13: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/13.jpg)
Concept
“Live Life Chocolately”
![Page 14: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/14.jpg)
Concept Catchy and meaningful Emphasize on the similarity of life and chocolate Life can be both bitter and sweet Where customers can both come when they are happy as well as during their tough times
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IMCJune IMC
Week 1 Press Release to print media
Week 2 -
Week 3 -
Week 4 -
![Page 16: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/16.jpg)
IMCJuly IMC
Week 1 • Facebook• Website + Choco Life cafe
Week 2 • Press Release to TV and online media
Week 3 • First episode of drama
Week 4 • Second episode of drama
![Page 17: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/17.jpg)
IMCAugust IMC
Week 1 • Launch Event• Promotions
Week 2 •Promotions(contd)
Week 3 •Promotions(contd)
Week 4 •Promotions(contd)
![Page 18: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/18.jpg)
IMC
Media coverage of Press Release
![Page 19: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/19.jpg)
IMCCoupon + Membership card
![Page 20: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/20.jpg)
IMC
Menu
![Page 21: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/21.jpg)
Budget
193,772 Baht
![Page 22: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/22.jpg)
Measurement
1. To increase awareness among chocolate lovers• number of fans in Facebook• number of people who play quizzes in Facebook• number of views of the drama series in Youtube, Chocolate Fact website, and Facebook.• number of people who shares the drama series with their friends• number of visitors of the web• number of time visitors spent on the web• number of people participating in “Pass the Smile Forward” campaign• number of invitations sent during the “Pass the Smile Forward” campaign• number of people joining the Choco Life Café through the “Pass the Smile Forward” campaign
![Page 23: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/23.jpg)
2. To build loyal customer base• number of registrations of the Choco Life Café community• number of subscriptions of the membership card
Measurement
3. others• number of media coverage and its values• content analysis• number of participants showing on the launch event day• sales
![Page 24: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/24.jpg)
1. Discard the current logo and use the current slogan as logo
2. The website needs continuous maintenance and all links should work properly
3. The menu sign should be in a much bigger size
4. The color palette used in the shop design should be more consistent with the ones used in other IMC materials
5. Change the current stiff-looking chairs and tables in the shop to a more comfy one
6. Use stickers of chocolate splatters to create a trace/path that leads CTW visitors from the central escalator to the shop
Recommendation
![Page 25: Chocolate Factory Presentation](https://reader031.fdocuments.net/reader031/viewer/2022020921/54b937d24a795919228b473f/html5/thumbnails/25.jpg)
Thank you for you attention!
Vinita Kasamsupapun 5045364328Sarintorn Puangyoykeaw5045366628Orakan Chantaramungkorn5045376928