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21 Apirl 2010

Live life chocolately

“Chocolate Fact.”

Agenda Situation Analysis

Insights of target audience(s)

Objectives

Concept for the launching of Chocolate Facts.

Marketing Communication Plan

Budget

Success measurement methods

Recommendations

Situation Analysis

1. Chocolate market trend

2. Café market trend

SWOT Analysis

TS W O

SWOT Analysis

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

Competitor Analysis

Direct competitor Chocolate Cafés

Secondary competitors 1.Third-place Cafés and Bakeries2.Chocolate Specialized Shops3.Mass Products at Supermarket

Target Audience Analysis

Target Audience Analysis

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

Insights

Target Audience Analysis

Not price sensitive Driven by quality, flavor and personal preference Outgoing Influencers: friends and media Seek new and stimulating experiences

Parentsvs.

Young adults

Target Audience Analysis

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

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%

Concept

“Live Life Chocolately”

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

IMCJune IMC

Week 1 Press Release to print media

Week 2 -

Week 3 -

Week 4 -

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

IMCAugust IMC

Week 1 • Launch Event• Promotions

Week 2 •Promotions(contd)

Week 3 •Promotions(contd)

Week 4 •Promotions(contd)

IMC

Media coverage of Press Release

IMCCoupon + Membership card

IMC

Menu

Budget

193,772 Baht

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

 

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

 

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

Thank you for you attention!

Vinita Kasamsupapun 5045364328Sarintorn Puangyoykeaw5045366628Orakan Chantaramungkorn5045376928