Final print

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JamChan

StrategicPlanner

Hinson Law

MarketingDirector

PRDirector

FinancialDirector

CreativeDirector

MediaDirector

Wincy Tang

Timmy Tam

Jenny Tam

Debby Wong

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2003

Too New?Creative!

Differentiate YourProducts andServices

We Hire The MOST talented marketing team!!

Speaking….

English, Cantonese, Mandarin, French, SpanishItalian and Dutch…

clients.

network of over

500GLOBAL

And a

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Phillips Celebration brochures.

Cyberport Newsletter

Promotion Packaging Design

LoeweFashion Show

LoeweExhibition Booth

SWANAPackaging and visual merchandising

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Integrated Marketing Campaign – Hysan

Hysan Direct Mail

Newsletter

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Integrated campaign….

Chinese New Year gift

PR event

Indoor design

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Choose Best Places for Ads!!

Hong Kong-based

China-based

Most importantly…

Agenda

1. Situation Analysis2. Your Brand Communication History 3. Target Market Analysis4. Campaign Objectives5. Key Messages6. Media Strategies7. Creative Strategies8. Budget9. Evaluation10. Conclusion

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Situation Analysis

1. Growing Jewellery Retail Market

Major competitors including other retailers in luxury giftsand products market

Steady growth in the field

A tremendous market of HK$4,566 million as in September 2010

43% increase in retail values in the last 2 years

TSLPITCH

BASECREATIVESituation analysis

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0

1000

2000

3000

4000

5000

6000

Retail Values Jewellery, watches, clocks and valuable gifts

(Oct 2008 – Sep 2010)

43% increase in 2 years3179

4566

Situation analysis

(Source: Census & Statistics Department, HKSAR, 2010)

Increasing number of mainland Chinese tourists with impressive purchasing power

Proportion of mainland tourists increase from 55% to 63%

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2. Mainland Chinese TouristsTSL

PITCH

2007 2008 2009 2010(till Sep)

0

5000000

10000000

15000000

20000000

25000000

30000000

Visitor Arrivals by Country/Territory of Residence

Australia, New Zealand & South Pacific

Macao

Europe, Africa & Middel East

America

North Asia

Southeast Asia

Taiwan

The mainland of China

Proportion of mainland tourist

increase from 55% to 63%

(Source: Census & Statistics Department, HKSAR, 2010)Situation analysis

Increasing expenditure 36% increase for overnight visitors 67% increase for same-day in-town visitors

China's retail market is growing at 16.8% annually

Now the world's second biggest consumer of luxury goods behind Japan with 27.5% of the global share

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2. Mainland Chinese TouristsTSL

PITCH

2007 2008 20090

10000

20000

30000

40000

50000

60000

70000

Expensiture by Tourists from Mainland China

Overnight visitors Same-day in-town visitors

(Source: Census & Statistics Department, HKSAR, 2010)

Situation analysis

A “Big 4” market in jewellery market Chow Tai Fook Chow Sang Sang Luk Fook Tse Sui Luen

Market share: Market leader

1st: Chow Tai Fook owns 10% 2nd: Chow Sang Sang Ambiguous position for the 3rd and 4th

Tse Sui Luen: Ranked as the 3rd in “Most frequently mentioned brand” in the

jewellery market

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3. A Competitive MarketTSL

PITCH

Situation analysis

Your Brand Communication History

Major Problems

Failed to create words of mouth

Outshone by competitors

TSLPITCH

BASECREATIVEBrand Communication

Media Used

TV ads on TVB, iCable

Print ads on newspaper, magazines

Radio

Direct marketing

PR

TSLPITCH


http://hk.wrs.yahoo.com/_ylt=A3OyCEieG_dMwwkA0x..ygt./SIG=129pl55q3/EXP=1291349278/**http:/www.flickr.com/photos/39762684@N03/4365013799/

http://www.hkheadline.com/

http://hk.wrs.yahoo.com/_ylt=A3OyCEX6HfdMZ9YA0Z21ygt.;_ylu=X3oDMTByZWozMHV2BHBvcwMyBHNlYwNzcgR2dGlkA0hLQzAwMV8wMQ--/SIG=1g1b23n9r/EXP=1291349882/**http:/hk.image.search.yahoo.com/images/view?back=http://hk.image.search.yahoo.com/search/images?p=TVB+logo&js=1&ei=utf-8&fr=FP-tab-web-t&w=440&h=330&imgurl=tvbshuaige.g.ifensi.com/img/9/9226/logo.jpg&rurl=http://tvbshuaige.g.ifensi.com/pics:bgColor&size=22k&name=logo+jpg&p=TVB+logo&oid=ead3fe17599f00b8&fr2=&no=2&tt=4729&sigr=11b5jsvvt&sigi=11boesa3j&sigb=12nid4eun&type=JPG

Ineffectiveness of Communication

Low media exposure

Low Awareness

Promotion went unnoticed

TSLPITCH


Our SuggestionsTSL

PITCH


The IMC campaign of TSL to

Deliver a consist, persist and impressive message

Re- enforcing the image of TSL

Change Perception Grasp Attention High Exposure

Target Market Analysis

Target Market AnalysisTSL

PITCH

Primary Segment:

Young Couples - Young couples (have wedding)- Generation X & Y (aged between 25-40)- Achievers (successful, work-oriented)- Experienced / Innovators (favor new products & accept new ideas)- Fulfillers (professionals, high income & open to new ideas)

Secondary Segment:

Chinese white collar women

- Achievers (gain higher social status through their purchases)- High purchasing power

Target Market

Campaign Objectives

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Sales Campaign ObjectivesTSL

PITCH

1. Increase the monthly flow of visitors to two “Wedding Concept Stores” by 20%

2. Increase in sales of wedding jewellery and related services by 20%

Campaign Objectives

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Non-sales Campaign ObjectivesTSL

PITCH

Phase I

(2011 April – 2011 September)

Building Brand Awareness

1. 10,000 clicks on company website achieved

2. 5,000 people download TSL iPhone app.

3. Increased public recognition of wedding advice

services as key attributes to wedding jewellery

Phase II

(2011 October – 2012 September)

Changing Consumer Attitudes

1. From ordinary jewellery shop to a Wedding

Jewellery Specialist

Phase III

(2012 October – 2013 March)

Reinforcing Brand Image

1. Loyal customers should believe that TSL is

along their love way

Campaign Objectives

Key Messages

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KEY Messages of IMC CampaignTSL

PITCH

1. TSL is not just an ordinary jewellery seller, but a wedding jewellery partner.

2. TSL supports a perfect wedding by standing by your side during proposal, planning a wedding and wedding anniversaries, offering fine jewellery and advices.

3. After-sales wedding services should be important to a wedding’s success, and a good jewellery company offers professional advice as well.

Key Messages

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Impacts on Consumer BeliefTSL

PITCH

1. Customers will seek advice from TSL whenever they encounter problems about wedding.

2. Customers form loyalty with TSL and purchase all jewellery for wedding anniversaries from TSL.

Key Messages

Media Strategies

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Means – end chains

High Quality

Products

Specialist in Wedding Jewellery

Differentiated Wedding Jewellery products

Great Product

Satisfaction

Quality Assurance

Pleasure

Security

Unique Wedding

Experience

Variety of Choices

Reliance

Wholehearted Services

Warm, Prestigious Experience

Sincerity

Freedom of Choices

TSL Wedding Jewellery

Attributes Consequences Values

Media Strategies

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Media Schedule

Phase I

2011 APRIL - SEPT

Build brand awareness

Phase II

2011 OCT - 2012 SEPT

Change consumers’

attitude

Phase III

2012 OCT - 2013 MAR

Reinforce Brand Image

Media Strategies

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Advertising Strategy : Flighting

Advertisements ($)

Months

Media Strategies

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Media Strategies: 6 Media

TVC Transit Out-of-Home Print Ads E-Marketing Public Relations

Vehicles 1. TVB Jade(Commercial/ Placement)2. iCable

1. TramCar2. Bus3. MTR

1. Bus Stop2. Shelter3. Billboard4. Videowall

1. Metro Daily2. Orental Daily3. Ming Pao Daily4. HK Economic Journal5. AM7306. Headline Daily7. ELLE Magazine8. Darizi Magazine

1. Facebook Ads2. AdWords3. iPhone Apps4. TSL Website5. Darizi Website

1. Red Pocket2. Competition3. Hong Kong Wedding and Wedding Gift Expo4. Centennial Wedding5. Press Conference

Target Reach

1 3 4 2 5 6

Target Frequency

3 2 1 5 4 6

Use of Appeals

EmotionalMusic

Humor Humor Humor RationalityMusic

Scarcity

Scarcity

Media Strategies

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1. MTR StationTSL

PITCH

Broadview Banner

Trackside 12-sheet Panel

Media Strategies

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1. MTR Station (Cont’d)TSL

PITCH

Digital Escalator Crown Bank With Poster Extension

Escalator Crown Networks

Media Strategies

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1. MTR Station (Cont’d)TSL

PITCH

MTR Exhibition

Media Strategies

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2. Bus Stop ShelterTSL

PITCH

At Central

Media Strategies

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3. Bus Ads (Mega Rear) + TramcarTSL

PITCH

Bus Ads Mega Rear

Tramcar

Media Strategies

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4. Train Body + In-train CampaignTSL

PITCH

Train Body Advertising + In-train Campaign

Media Strategies

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5. BillboardTSL

PITCH

Cotton Tree Drive

Outside Quarry Bay MTR Station

Media Strategies

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5. Billboard (Cont’d)TSL

PITCH

Outside Yau Ma Tei MTR Station

At Central (Charter Garden)

Media Strategies

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Media Schedule

Media Strategies

Creative Strategies

1. Use of consistent Color – warm color – Pink & Purple

2. Use of slogan – 緣 . 途有你 (Along Your Love Way)

General StrategyTSL

PITCH

BASECREATIVECreative Strategies


TV CommercialTSL

PITCH


TV CommercialTSL

PITCH

Phase I, Week 1 – 2: TVC1


TV CommercialTSL

PITCH


TV CommercialTSL

PITCH

Phase I, Week 3 – 4: TVC2


TV CommercialTSL

PITCH

Phase I, Week 5 – 6: A Mix of TVC1 & TVC2

After 1 Month of TVC…


Digital Escalator Crown BankTSL

PITCH

On Poster Extension of both sides of the escalators: On the left: Boyfriend (busy in buying wedding rings) On the right: Girlfriend (busy in planning the wedding and the banquet)

On Digital Screen: Extract of Scenes from TV Commercial, combining to form the story of the whole wedding planning

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PITCH

Billboards(in purple)

Digital Screen (in yellow)

Poster extension (in green)

Floor Plan - Causeway Bay MTR Station

Advertisement Soundtrack

Print-Ads Soundtrack - Harmonic music

Voice Over

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PITCH

Floor Plan - Causeway Bay MTR Station

Ad 1Ad 2 Ad 2

Billboard


Advertisement SampleTSL

PITCHAd 1

……Women look for a life-long promise. We simply do it……

Man, 2010


Advertisement SampleTSL

PITCHAd 2



PITCH

From Top to Bottom: 1st : “What would be needed in your Wedding?” 婚期將至，你最需要甚麼？ 2nd : A pair of nice Shoes? 一對名貴皮鞋 ? 3rd : Shirts? 裇衫 ? 4th : Bow tie? 煲呔 ? 5th : Suit? 西裝 ? 6th : Any more? 還有嗎？ 7th: A TSL wedding ring is what you need most! 一隻結婚戒指，謝瑞麟合你心意！

Similar context for Women on the other side of the escalator



PITCH

What w

ould be

needed in your

Wedding?

婚期將至，你最需要甚

麼？

?

Any more?還有嗎？

The “Male” side


Train Body + In-train AdsTSL

PITCH

Train BodyOn Train Body: Pink Scenes of Wedding Colorful and demonstrate the atmosphere of pleasure in wedding

On Train Door: Couple kissing each other (boyfriend on the left door, girlfriend on the right) and holding the TSL wedding

jewellery Boyfriend kneeling down and proposing to her girlfriend (Left Door)

Girlfriend standing and looks very satisfied (Right Door)


Train Body + In-train Ads SampleTSL

PITCH

Doors opening

Scenes of Wedding


Train Body + In-train Ads SampleTSL

PITCH

A

C

B

On ABoyfriend looking to the right on his

girlfriend, holding a wedding gift from TSL

On BGirlfriend looking to the right on his

boyfriend

On C Same as the train door on the train body


MTR Station ExhibitionTSL

PITCH

On Site Bird Cage

Decorate as a palace

Warm and romantic

Photo area included to attract couples(a bench in the middle)


MTR Station Exhibition – Photo AreaTSL

PITCH

Bird Cage

Bench


MTR Station ExhibitionTSL

PITCH

Exhibition Site

Tsim Sha Tsui MTR Station


Bus ShelterTSL

PITCH

Bus Shelters

(5 “special” one) Top of the bus shelter: 3D figure of couple kissing each other will be place, with a TSL diamond at the bottom Shelter panels: print Ads

Other Bus Shelters:Shelter panels: print Ads


Bus AdvertisementTSL

PITCH

Bus Mega Rear

10 buses for 6 months

A man proposing and holding a diamond ring from TSL

世紀婚禮 – 謝瑞麟 ( 與您 ) 攜手到白頭Centennial Wedding – TSL 。 Hand in Hand to Eternity

Public RelationsTSL

PITCH


1. Objective Complete love journey Public exposure

2. Appeal Emotional appeal Touching, romantic, resonate

3. Message TSL is a caring wedding jewellery specialist A good Wedding Ceremony is crucial

PR – Centennial WeddingTSL

PITCH


http://hk.wrs.yahoo.com/_ylt=A3OyCEf0pvdMmYEAs8W.ygt./SIG=12asfc5f0/EXP=1291384948/**http:/www.flickr.com/photos/arindam_ghosh/2352641228/

Budgeting for IMC Campaign

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Budgeting (Media Category)TSL

PITCH

*A large amount of the total expense in Public Relations are counted asMiscellaneous items and would be spread among 3 Phases.

Budgeting

Media Phase I($) Phase II ($) Phase III ($)TVC 1,384,140 1,387,040 593,520

Transit 3,078,200 2,667,600 970,800

Out-of-Home 3,026,400 533,000 938,000

Print-Ads 1,841,760 2,361,100 408,000

e-Marketing 168,400 258,700 68,400

Public Relations 972,200 *0 *0

　 $10,471,100 $7,207,440 $2,978,720

Subtotal for 3 Phases $20,657,260

Extra Production Cost $100,000

Contingency: 5% $1,040,063

Agency Charge 15% $3,120,189

Total HK$24,917,512

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Budgeting (Media Function)TSL

PITCH

Budgeting

Media Phase 1 ($) Phase 2 ($) Phase 3 ($)

General 9,535,500 5,316,740 2,910,320

Specific 935,600 1,890,700 68,400

　 $10,471,100 $7,207,440 $2,978,720

Subtotal for 3 Phases $20,657,260

Extra Production Cost $100,000

Contingency: 5% $1,040,063

Agency Charge 15% $3,120,189

Total HK$24,917,512

Evaluations

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3 Stages of Evaluations

Evaluations

Preliminary Evaluation Continuous Evaluation End-Of-Campaign Evalution

Time End of Dec 2011(End of Christmas)

Event Based End of March 2013(End of 2-year-Campaign)

Scale Smaller Event Based Larger

Type Qualitative & Quantitative Event Based Qualitative & Quantitative

Assessing Criteria

Quantitative

Sales figures duringChristmas

Event Basede.g. Number of participants

of events

1. Number of downloads of mobile phone applications

2. Number of Browse of website

3. Monthly flow of people of “Wedding Concept Stores”

4. Annual Sales figures of “wedding related products”

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3 Stages of Evaluations

Evaluations

Preliminary Evaluation Continuous Evaluation End-Of-Campaign Evalution

Assessing Criteria

Qualitative

1. Awareness of the brand

2. Awareness of the Ads3. Awareness of the

campaign

Event Basede.g. Feedback of

participants after events

1. Awareness of the brand2. Awareness of the Ads3. Awareness of the campaign4. Effective of changing target

customer’s attitude

How 1. Recognition & Recall (Starch readership service, Bruzzone tests, Burke day-after recall)

2. Internal Records

Event Based 1. Focus Group/Interview2. Survey3. Direct Observation4. Recognition & Recall 5. Persuasion

Conclusion

BASECREATIVE

ConclusionTSL

PITCH

1. A comprehensive IMC campaign to promote the idea of TSL as “ Your Wedding Jewellery Specialist”

2. A cost-effective “Flighting” media schedule with the limited budget

3. A combination of Creativity & Practicality

Conclusion

Final print

Technology

Transcript of Final print