際際滷

際際滷Share a Scribd company logo

Honeymoonfinallllllllllllll

Download as PPTX, PDF
Viorica Zhong
Viorica Zhong

The document provides an outline and background information for a marketing campaign to introduce Chinese dessert chain Honeymoon to the South African market. It includes a situation analysis, target market definition, competitor analysis, SWOT analysis, positioning strategy, message themes, proposed campaigns and media strategies. The campaigns leverage social media, point-of-purchase displays, magazines and a mobile application to promote brand awareness and trial among young health-conscious consumers. Effectiveness will be measured through coupon response rates, store traffic, online engagement and sales.

1 of 48
Download to read offline
Group: 4 AM Tennie 0931400076 Kristine 0931400036 Viorica 0931400089 Kristal 0931400025 2012-11-26
Outline Introduction Situation analysis Target market Positioning Message theme / Message strategy Campaigns / Media strategies Integration strategy Effectiveness analysis 2012-11-26
2012-11-26
About Honeymoon The most famous Cantonese-style dessert chain stores Established in 1995, has more than 100 stores all over China and Southeast Asia. Popular and good taste 2012-11-26
About Honeymoon Good quality and product innovation Mixing different types of desserts together To serve consumers need in the most favorable way. 2012-11-26
SA Market information 6 first-tier cities 3 capitals: Pretoria, Cape Town and Bloemfontein 3 important cities: Johannesburg, Port Elizabeth and Durban Population: 50,590,000 * * Statistics South Africa, 2011 2012-11-26
SA market information Multi-cultural country People are more open-minded White people take up more than 60% of the consumption Rich fruit resources 2012-11-26
Why Honeymoon ? Desserts are popular Chinese dessert is delicious and healthy Fruit resources in SA is good for product quality South Africans enjoy high teas with friend Chinese dessert is a fresh thing 2012-11-26
South Africa is a large potential market for Chinese dessert. 2012-11-26
SWOT Analysis Strengths Weaknesses Natural ingredients No brand or product awareness Good for health Exclusive Chinese dessert stores in SA Great variety Opportunities Threats Huge potential market Many western dessert competitors Rich fruit resources in SA Consumers need time to accept No Chinese dessert competitor new products Young people are open-minded People are more health-conscious Chinese products become popular People are more open-minded 2012-11-26
Competitors Vida e Caffe - 15 stores in SA - Takes up the largest market share in SA Starbucks - Different kinds of coffee, tea, western cakes and pies - Around 12000 stores all over the world - Large scale 2012-11-26
Compared with competitors More unique and healthier Brand-new taste and choice Honeymoon dessert is at the right timing to tap into SA market 2012-11-26
Outline Introduction Situation analysis Target market Positioning Message theme / strategy Campaigns / Media strategies Integration strategy Effectiveness analysis 2012-11-26
Target Market 2 Sub-Target Market: Young people & Health-conscious women Geographics: 6 first-tier cities 3 capitals: Pretoria, Cape Town and Bloemfontein 3 important cities: Johannesburg, Port Elizabeth and Durban 2012-11-26
Target Market Demographics: - Age: Youth and women aged 25~40 years old - Income: Average annual income and above (around 243,180 ZAR (31,500 USD)2011) - Gender: Focus on female - Occupation: Students, office ladies and housewives Lifestyle: - Health orientation - Follow the trends - Like gathering with friends - Prefer homeopathy 2012-11-26
Target Market Psychographics: - Open-minded, innovative and energetic Behavioristics鐚 - Usage Rate: light, medium and heavy users of sweets - Usage Situation: leisure time, high-tea, dating and friends gathering - Seek functional, emotional, and social benefits - Experience: little or no experience 2012-11-26
Positioning Strategy Product Attribute approach Attributes: health-promoting, tasty and unique dessert from China. Why? - Newly launched in South Africa - Target market have little knowledge about us 2012-11-26
Message Theme Key Message: - Healthy and Tasty - Its More than dessert 2012-11-26
Message strategy Educate our target Cognitive strategy Increase awareness Different campaigns for different targets Affective strategy Increase liking and preference Evoke purchase Conative strategy Recall and purchase again 2012-11-26
Outline Introduction Situation analysis Target market Positioning Message theme / Message strategy Campaigns / Media strategies Integration strategy Effectiveness analysis 2012-11-26
Media Strategy More untraditional media, less traditional media Disadvantages of traditional media: Large cost Dissatisfactory outcome Heavy clutter and noise The four media we chose are Internet (social networks ) Point of Purchase magazines electronics 2012-11-26
Campaign 1: Honey, Lets Kiss! 2012-11-26
Campaign 1: Honey, Lets Kiss! 2012-11-26
Honey, Lets Kiss! Show show up in couples Kiss 30 seconds Get instant photos and dessert for free Post your photo on the or upload it on Tag or check in at Get a electronic coupons for 20% off next purchase 2012-11-26
Media Strategy Objectives: Encourage consumers to engage and involve in our event, motivate actions. Media: Internet - Social Networks Reasons: Cheap Interactive High user involvement Chance of creating a buzz 2012-11-26
Campaign 2: Its Warm and Cool 2012-11-26
Campaign 2: Its Warm and Cool 2012-11-26
Its Warm and Cool In Chinese Regimen Property of cold Property of hot 2012-11-26
Its Warm December and January If the lowest daily temperature < 12 according to Daily Sun Warm Red Bean Soup Buy one get one free! 2012-11-26
Its Cool June and July If the highest daily temperature > 28 according to Daily Sun Cooling Green Bean Soup Buy one get one free! 2012-11-26
Media Strategy Objectives For potential consumers: Encourage trials For current consumers: Motivate more frequent purchase. For 2nd group: Educate them basic knowledge on Chinese regimen and motivate action. 2012-11-26
Media Strategy Media: Good for distribution of coupons Social networks Point of Purchase Freestanding display High effective exposure to consumers 2012-11-26
Competitors campaign Seasonal /new product promotion Buy one get one free Combo: coffee + cake Buy cakes get coffee coupons 2012-11-26
Campaign 3: Dear, Lets get sweeter! 2012-11-26
Campaign 3: Dear, Lets get sweeter! coupon puzzle game Energetic young people Creative and interesting strategy 2012-11-26
Media Strategy: Magazines Objectives Develop brand awareness Shape attitudes Motivate actions Reasons (Strengths): Magazine create high level of market segmentation Higher audience interest Higher credibility Longer lives 2012-11-26
Campaign 3: Dear, Lets get sweeter! coupon puzzle game 2012-11-26
Campaign 3: Dear, Lets get sweeter! coupon puzzle game 2012-11-26
Campaign 3: Dear, Lets get sweeter! coupon puzzle game Example of the coupon puzzle 2012-11-26
Magazine Choices For young people: Universities campus publications Magazine: Leisure, Lifestyle and Fashion 2012-11-26
Magazine Choices For health-conscious women: magazines: Healthiness, Lifestyle, Fitness or Food 2012-11-26
Campaign 4: Dear, Lets download Honeymoon! 2012-11-26
Media Strategy: Application Objectives Increase brand awareness Shape attitudes Reasons (Strengnths) Gaining popularity among the youth New trend of media buying Portable Last long 2012-11-26
Media Strategy: Application Various version Abundant information - Growth story - Latest special offers - Campaigns news Advice for healthy dessert diet Weather forecast Share to social network 2012-11-26
Integration Message theme: Healthy and tasty Honey, lets kiss! Dear, lets get sweeter! Its warm and Honey, lets cool. download Honeymoon! 2012-11-26
Effectiveness Coupons response rate In store traffic (visitors flow rate) Homepage and Social network visit rate Social network fans Sales 2012-11-26
References Average Salary In South Africa. (2012). AVERAGE SALARY SURVEY 2011/2012. Retrieved 5th, April, 2012 from: http://www.averagesalarysurvey.com/article/average-salary-in-south- africa/12100658.aspx China's ambassador to South Africa,2011 South Africa people, Retrieved from http://za.mofcom.gov.cn/aarticle/ddgk/zwrenkou/201112/201112078961 50.html Honeymoon, 2009. About Honeymoon and the Cooperation Culture, Retrieved from http://www.honeymoon-dessert.com/zh_cn/ Liu, M, 2010. South Africa Market and Global Market, Retrieved from http://www.globalsmes.org/news/index.php?func=detail&detailid=443&c atalog=32&lan=gb&search_keywords= 2012-11-26
Thank you 2012-11-26

More Related Content

Honeymoonfinallllllllllllll

  • 1. Group: 4 AM Tennie 0931400076 Kristine 0931400036 Viorica 0931400089 Kristal 0931400025 2012-11-26
  • 2. Outline Introduction Situation analysis Target market Positioning Message theme / Message strategy Campaigns / Media strategies Integration strategy Effectiveness analysis 2012-11-26
  • 4. About Honeymoon The most famous Cantonese-style dessert chain stores Established in 1995, has more than 100 stores all over China and Southeast Asia. Popular and good taste 2012-11-26
  • 5. About Honeymoon Good quality and product innovation Mixing different types of desserts together To serve consumers need in the most favorable way. 2012-11-26
  • 6. SA Market information 6 first-tier cities 3 capitals: Pretoria, Cape Town and Bloemfontein 3 important cities: Johannesburg, Port Elizabeth and Durban Population: 50,590,000 * * Statistics South Africa, 2011 2012-11-26
  • 7. SA market information Multi-cultural country People are more open-minded White people take up more than 60% of the consumption Rich fruit resources 2012-11-26
  • 8. Why Honeymoon ? Desserts are popular Chinese dessert is delicious and healthy Fruit resources in SA is good for product quality South Africans enjoy high teas with friend Chinese dessert is a fresh thing 2012-11-26
  • 9. South Africa is a large potential market for Chinese dessert. 2012-11-26
  • 10. SWOT Analysis Strengths Weaknesses Natural ingredients No brand or product awareness Good for health Exclusive Chinese dessert stores in SA Great variety Opportunities Threats Huge potential market Many western dessert competitors Rich fruit resources in SA Consumers need time to accept No Chinese dessert competitor new products Young people are open-minded People are more health-conscious Chinese products become popular People are more open-minded 2012-11-26
  • 11. Competitors Vida e Caffe - 15 stores in SA - Takes up the largest market share in SA Starbucks - Different kinds of coffee, tea, western cakes and pies - Around 12000 stores all over the world - Large scale 2012-11-26
  • 12. Compared with competitors More unique and healthier Brand-new taste and choice Honeymoon dessert is at the right timing to tap into SA market 2012-11-26
  • 13. Outline Introduction Situation analysis Target market Positioning Message theme / strategy Campaigns / Media strategies Integration strategy Effectiveness analysis 2012-11-26
  • 14. Target Market 2 Sub-Target Market: Young people & Health-conscious women Geographics: 6 first-tier cities 3 capitals: Pretoria, Cape Town and Bloemfontein 3 important cities: Johannesburg, Port Elizabeth and Durban 2012-11-26
  • 15. Target Market Demographics: - Age: Youth and women aged 25~40 years old - Income: Average annual income and above (around 243,180 ZAR (31,500 USD)2011) - Gender: Focus on female - Occupation: Students, office ladies and housewives Lifestyle: - Health orientation - Follow the trends - Like gathering with friends - Prefer homeopathy 2012-11-26
  • 16. Target Market Psychographics: - Open-minded, innovative and energetic Behavioristics鐚 - Usage Rate: light, medium and heavy users of sweets - Usage Situation: leisure time, high-tea, dating and friends gathering - Seek functional, emotional, and social benefits - Experience: little or no experience 2012-11-26
  • 17. Positioning Strategy Product Attribute approach Attributes: health-promoting, tasty and unique dessert from China. Why? - Newly launched in South Africa - Target market have little knowledge about us 2012-11-26
  • 18. Message Theme Key Message: - Healthy and Tasty - Its More than dessert 2012-11-26
  • 19. Message strategy Educate our target Cognitive strategy Increase awareness Different campaigns for different targets Affective strategy Increase liking and preference Evoke purchase Conative strategy Recall and purchase again 2012-11-26
  • 20. Outline Introduction Situation analysis Target market Positioning Message theme / Message strategy Campaigns / Media strategies Integration strategy Effectiveness analysis 2012-11-26
  • 21. Media Strategy More untraditional media, less traditional media Disadvantages of traditional media: Large cost Dissatisfactory outcome Heavy clutter and noise The four media we chose are Internet (social networks ) Point of Purchase magazines electronics 2012-11-26
  • 22. Campaign 1: Honey, Lets Kiss! 2012-11-26
  • 23. Campaign 1: Honey, Lets Kiss! 2012-11-26
  • 24. Honey, Lets Kiss! Show show up in couples Kiss 30 seconds Get instant photos and dessert for free Post your photo on the or upload it on Tag or check in at Get a electronic coupons for 20% off next purchase 2012-11-26
  • 25. Media Strategy Objectives: Encourage consumers to engage and involve in our event, motivate actions. Media: Internet - Social Networks Reasons: Cheap Interactive High user involvement Chance of creating a buzz 2012-11-26
  • 26. Campaign 2: Its Warm and Cool 2012-11-26
  • 27. Campaign 2: Its Warm and Cool 2012-11-26
  • 28. Its Warm and Cool In Chinese Regimen Property of cold Property of hot 2012-11-26
  • 29. Its Warm December and January If the lowest daily temperature < 12 according to Daily Sun Warm Red Bean Soup Buy one get one free! 2012-11-26
  • 30. Its Cool June and July If the highest daily temperature > 28 according to Daily Sun Cooling Green Bean Soup Buy one get one free! 2012-11-26
  • 31. Media Strategy Objectives For potential consumers: Encourage trials For current consumers: Motivate more frequent purchase. For 2nd group: Educate them basic knowledge on Chinese regimen and motivate action. 2012-11-26
  • 32. Media Strategy Media: Good for distribution of coupons Social networks Point of Purchase Freestanding display High effective exposure to consumers 2012-11-26
  • 33. Competitors campaign Seasonal /new product promotion Buy one get one free Combo: coffee + cake Buy cakes get coffee coupons 2012-11-26
  • 34. Campaign 3: Dear, Lets get sweeter! 2012-11-26
  • 35. Campaign 3: Dear, Lets get sweeter! coupon puzzle game Energetic young people Creative and interesting strategy 2012-11-26
  • 36. Media Strategy: Magazines Objectives Develop brand awareness Shape attitudes Motivate actions Reasons (Strengths): Magazine create high level of market segmentation Higher audience interest Higher credibility Longer lives 2012-11-26
  • 37. Campaign 3: Dear, Lets get sweeter! coupon puzzle game 2012-11-26
  • 38. Campaign 3: Dear, Lets get sweeter! coupon puzzle game 2012-11-26
  • 39. Campaign 3: Dear, Lets get sweeter! coupon puzzle game Example of the coupon puzzle 2012-11-26
  • 40. Magazine Choices For young people: Universities campus publications Magazine: Leisure, Lifestyle and Fashion 2012-11-26
  • 41. Magazine Choices For health-conscious women: magazines: Healthiness, Lifestyle, Fitness or Food 2012-11-26
  • 42. Campaign 4: Dear, Lets download Honeymoon! 2012-11-26
  • 43. Media Strategy: Application Objectives Increase brand awareness Shape attitudes Reasons (Strengnths) Gaining popularity among the youth New trend of media buying Portable Last long 2012-11-26
  • 44. Media Strategy: Application Various version Abundant information - Growth story - Latest special offers - Campaigns news Advice for healthy dessert diet Weather forecast Share to social network 2012-11-26
  • 45. Integration Message theme: Healthy and tasty Honey, lets kiss! Dear, lets get sweeter! Its warm and Honey, lets cool. download Honeymoon! 2012-11-26
  • 46. Effectiveness Coupons response rate In store traffic (visitors flow rate) Homepage and Social network visit rate Social network fans Sales 2012-11-26
  • 47. References Average Salary In South Africa. (2012). AVERAGE SALARY SURVEY 2011/2012. Retrieved 5th, April, 2012 from: http://www.averagesalarysurvey.com/article/average-salary-in-south- africa/12100658.aspx China's ambassador to South Africa,2011 South Africa people, Retrieved from http://za.mofcom.gov.cn/aarticle/ddgk/zwrenkou/201112/201112078961 50.html Honeymoon, 2009. About Honeymoon and the Cooperation Culture, Retrieved from http://www.honeymoon-dessert.com/zh_cn/ Liu, M, 2010. South Africa Market and Global Market, Retrieved from http://www.globalsmes.org/news/index.php?func=detail&detailid=443&c atalog=32&lan=gb&search_keywords= 2012-11-26