chocolate factory
DESCRIPTION
In the course, Principles of Marketing Communication, I was equipped with marketing communication skills necessary for today’s global marketplace. Market and product consumption trends will be explored as well as principles and methods used by global marketers to promote their brands. As one of the assignments for this course, I were ask to do a marketing communication plan for Chocolate Factory brand, a chocolate cafe. After analyze the situation of the café, my group and I came up with objectives: to increase awareness among chocolate lover and to build loyal customer base. We also have to come up with the message and channel for the communication as well.TRANSCRIPT
![Page 1: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/1.jpg)
1
ChocolateFactory
MarketingCommunicationPlan
By
VinitaKasemsupapun5045364328
SarintornPuangyoykaew5045466628
OrakarnChantaramungkorn5045376928
![Page 2: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/2.jpg)
2
SITUATIONANALYSIS
[MarketAnalysis]ThelevelofchocolateconsumptioninThailandisconsideredasrelativelylowwhencomparedtootherforeigncountries,especiallythoseinEuroperegion.AlthoughthechocolateconsumptionrateinThailandhasgraduallyincreasedfrom0.144kilogramperyearperpersonin1997to0.26kilogramperyearperpersonin2007,countriesintheEuroperegionhavethechocolateconsumptionrateashighas11kilogramperyearperperson.WhilecountryinAsialikeJapanhastheconsumptionrateof2.2kilogramperyearperperson.Therefore,thechocolatemarketinThailandstillseesalotofpotentialmarketchannelsthatcanleadtooverallmarketexpansion.Nonetheless,whenitcomestochocolate,Thailandhaslimitedproductionfeasibilitynamelylowqualityandquantityofcocoathatcanbeproduceddomestically,togetherwithlackofexpertiseinchocolateproduction.Asaresult,mostofthechocolateproductsinThaimarket,suchasCoinChocolateandBallChocolate,areconsideredaschocolateflavoredsweetsthatcontainlessthan20percentofcocoa.Themarket,therefore,largelydependsonimportedchocolateproducts,especiallyhighqualitypremiumchocolatewhichcontainhighpercentageofcocoa.Theseincludethedifferentvarietiesofformsofdarkchocolatesuchasbarsortruffleswithorwithoutfillings.Althoughthereisanincreaseinchocolateimport,thepercentagegrowthrateisslowingdown.Oneofthereasonscanbecontributedtothereducedpurchasingpowerduetoglobaleconomicrecession.Thus,consumerschangetheirconsumptionbehaviorbycuttingcostonproductsthatarenotnecessary,especiallyonluxuriousproductsincludingchocolate.Chocolateislargelyperceivedasunhealthyandexpensivesweet;thus,itislikelythatitwillbeconsideredasthefirstfewgroupsofproductsthatconsumerswillreduceorstoptheirpurchaseandattractingnewcustomersisalsonotlikely.KasikornResearchCenterpredictedthatchocolateconsumptioninThailandwouldbereducedfrom0.26kilogramperyearperpersonin2007to0.18kilogramperyearperpersonin2008.Furthermore,theeffectsofthepastyear’sbreakingnewsaboutmelaminecontaminationindairyproductsmaylingerinchocolatemarket.Ontheotherhand,whatmayhelprebuttalthedownturnintheThaichocolateconsumptionistograduallyspreadtheknowledgeofbenefitsofchocolatefoundinmanyresearches,togetherwithhealthtrendinThailand.Itisconfirmedthatanti‐oxidantagentinchocolatereducestheriskofheart
![Page 3: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/3.jpg)
3
diseases.Moreover,thefatinchocolatehelpsreducetheformingofplaqueintheteeth.Tofollowthishealth‐awarenesstrend,manyproductionshaveturnedintolowfatchocolateproducts,offeringchocolateloversmorealternativesandincentivestoconsume.Asaresult,thepercentagegrowthrateinthechocolatemarketaswellastheconsumptionrateofchocolatewilllikelytogrowquickly.Consequently,thisshowsthattherearestillahighlevelofmarketopportunityforChocolateFactoryinthechocolatemarket,duetotheupcominghealthtrendanddemandsforhighqualitychocolatemenus.
![Page 4: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/4.jpg)
4
Coffeeshop/Cafémarkettrend
‐ rapidgrowthofthebothcoffeemarket‐ rapidgrowthofcoffeeshops/cafésmarket
o largelydependonbigforeignfranchiselikeStarbuckso increasingawarenessinThaibrands
‐ fiercercompetitionsneedforeffectivemarketingprograms‐ lowconsumptionrate,leavingplentyofroomtoexpandthemarket‐ morewidespreadcoffee‐drinkinghabitofThaiconsumers‐ moredemandforcoffeeshop/caféexperience,notjustcoffeeitself
Premiumcoffeeshop/caféisconsideredbyinvestorsandconsumersasoneoftherisingstarsinthemarketbecauseoftheincreasingmarketgrowthandwidespreadcoffee‐drinkinghabitofThaiconsumers.Moreandmoregroupsofpeopleturntocoffeeshop/café.Thaicoffeedrinkersarewillingtopaymoreforqualitycoffeeandcomfortableenvironment.Thaiconsumersrespondwelltothechange.Theyturntheirbackoninstantonce‐popularcoffeeandgetstraightintotheshopswheretheyofferfreshlymadecoffeeaswellasconvenienceandpleasingdecorationsformoreenjoyabledrinkingexperience.Despitethegrowingcoffee‐drinkingtrend,KasikornResearchCenterfoundthatThaiconsumersstillhavelowrateofconsumptionwhichis200cupsperpersonperyear,comparedtoJapanese(500cupsperpersonperyear)andAmerican(700cupsperpersonperyear).Thus,thisvoidinthemarkethasdrawnlargenumberofbothforeignanddomesticinvestorsintothecoffeeshop/cafémarket.Althoughthelargepictureofthecompetitionsinthissegmentseemsfierce,eachcoffeeshop/caféhastheirownpositioningthatattractsdifferentgroupsofcustomers.However,itisinevitablethatthemarketisgettingmorecompetitive.Duringthepastthreeorfouryears,premiumcoffeeshop/cafémarketgrowthhasbeenastonishing.Bigforeignfranchisesfromforeigncountries,mainlyStarbucks,largelyplaythepartinstimulatingthegrowthinthemarket.Thaicoffeeshops/cafébrandsalsoestablisheditselfsuccessfullyandaregrowingrapidly.Furthermore,theoverallcoffeemarketisgraduallygrowing.AccordingtoKasikornResearchCenter,coffee‐relatedproductmarketin2005wasworth21,000millionbaht,skyrocketingformorethan100percentfromthevaluein2002.Thisnumbercanbedividedinto(1)instantcoffee9,300millionbaht,(2)
![Page 5: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/5.jpg)
5
cannedcoffee7,000millionbaht,and(3)premiumcoffeeshops/cafés4,700millionbaht.Themaingrowthofthenumbermaybecontributedtopremiumcoffeeshops/cafésofwhichsaleshaveincreasedatleast500millionbahtperyear;from3,000millionbahtin2002to3,500millionbahtin2003,andfrom4,000millionbahtin2004to4,700millionbahtin2005.Thepopularityinpremiumcoffeeshops/cafésyieldmorecompetitions,especiallythoseindepartmentstores,hypermarketsanddiscountstores.Eachlooksforthe‘goldenlocation’makingthecostofbusinessexpansionincreased.Therefore,themarketexpandstootherlocationssuchasgasstations,cinemas,skytrainstations,exhibitions,bookstores,hospitals,fitnesscenters,andairportsaswell.Expertsincoffeeshop/cafébusinessbelievethemarketvaluewillexceed7,000millionbahtwithinfiveyears.BecauseoftheextremelyhighpotentialinthegrowthoftheCafemarkettrend,thisgivesChocolateFactoryagreatopportunitytoestablishitselfinthemarketasoneofthepopularpremiumshops/cafesthatprovidehighqualityproductaswellasexperienceforthecustomers.
![Page 6: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/6.jpg)
6
[SWOTAnalysis]Strengths
• Usehigh‐qualitychocolateinallofthechocolatemenus• Varioustypesofmenustochoosefrom‐fewofthemenusarevery
interestinganduniqueeg.MangoChocolateFrappe• Catchyslogan‐LiveLifeChocolately• Clean• Friendlyandhelpfulstaffs• Theshopwaseasytoaccessasit’ssurroundedbyescalators
Weaknesses• Notverywellknown‐stillnewtothemarket• Smallshopspace,thereforecanonlyservealimitedcapacityof
customers• Confusinglogo• Inconsistentshoptheme• Location
o Canbeverynoisyattimesastheshopislocatednexttoachildren’splayground
o Trafficisverylowo Hardtofindo Doesnotattractcurrenttargetaudience
• Menuo Thenamesareveryboringandnotuniqueo Someofthemenusareexactlythesamebutjustwithdifferent
nameseg.BananaSplitChocoandChocolateFrappeBananao Thebakerymenusareveryordinaryo SomeoftheproductsmaynotsuittherighttasteforThai
customerso Thecurrentpricesoftheproductscanbeconsideredas
expensive
Opportunities• Increaseinthegourmetchocolatetrendduetoconcernsforhealthand
wellnessamongconsumers• Themarketisstillontheopen.Theamountofdirectcompetitorisstill
relativelylow• Thaipeopleliketospendtheirdayinthemallwhereit’scoolerand
morerelaxing.• CentralWorldislocatedinthecenterofBangkokandcanbeeasily
accessedbyvarioustypesoftransportationssuchastheBTSSkyTrain,buses,tuktuks,andtaxis.Italsooffersover7000parkingspaces.
• CentralWorldattract150,000customersperday
![Page 7: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/7.jpg)
7
• CentralWorldalwaysholdseventsformanycompaniesondailybasis.Participantsfromtheseeventscanwaitandhangoutatourstore
• TherearenodirectcompetitorslocatedinCentralWorld• ThaiandAustraliaFTAreducesthepriceofimportAustralianmilk
whichcanbeusedasingredients• Currencyappreciation
Threats• Becausethereareotherformsofchocolateavailableforconsumersto
purchaseeasilyandconveniently(eg.insupermarketandseven‐eleven),consumersmaychoosetobuycheaperalternativeofchocolatebarsorchocolatedrinksinstead
• MostThaipeoplestillviewchocolateasanunhealthyindulgent• RapidincreaseintheamountofthirdplaceCafé’s,bakeryshops,and
Coffeeshopfranchises• Thepopularityinpremiumcoffeeshops/cafésyieldmorecompetitions,
especiallythoseindepartmentstores,hypermarketsanddiscountstores.Eachlooksforthe‘goldenlocation’makingthecostofbusinessexpansionincreased
• Consumers’positiveviewonotherfamouscoffeeshopbrandssuchasStarbucksandTrueCoffee,oursecondarycompetitors,asasafeandquietplacetoworkorhangout
• Politicaltensionbetweenthegovernmentandthered‐shirtprotestors• Increasingoilpricecanescalateshippinganddeliveringcosts• ThaiandAustraliaFTAreducesthepriceofimportAustralianmilk
whichcanencouragechocolatebarsmanufacturerstomassproduce• Economicalrecession
ThesestrengthswillbeemphasizedthroughoutourmarketcommunicationprograminordertomakeChocolateFactorystandoutfromthecompetitors.However,weneedtofocusonlyonthestrengthsthataremarketableandwillbenefitChocolateFactorythemost.We,therefore,chosetoemphasizeonetheslogan‐LiveLifeChocolately‐anddevelopitasourmainconcept.WealsoemphasizeonthestrengthofChocolateFactoryusinghigh‐qualitychocolateinallofitschocolatemenus.Otherstrengthsareencouragedtobepreservedandcarryonatthesameorhigherstandard.
AlthoughtherearefewstrengthsintheChocolateFactorybrand,therearestillalsoquitealotofweaknessesinthebrandthatneedtobeimproved.Weneedtoprioritizealltheweaknessesinaccordtotheirimportance.AlthoughthebiggestweaknessoftheChocolateFactoryshopisitslocationandthesizeoftheshop,itwouldbedifficulttochangethelocationandthesizeoftheshopin
![Page 8: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/8.jpg)
8
reallifeasitwouldcostthebrandalotofmoney.Therefore,we'vedecidedforChocolateFactorytostayatthesamelocationandsizeandfocusonotherweaknessesinstead.Wedecidedtoeliminatetheconfusinglogoandusethesimpletextofthebrandnameinstead.Thisistoaidconsumerstorememberthebrandmoreeasilyandnottobeconfusedbymultiplelogos.We'vealsochosetotacklesomeoftheweaknessesofthemenus.
Inourmarketingcommunicationplan,we'vealsotooktheadvantageofsomeoftheopportunitiesavailableforthebrand.Becauseoftheincreaseinthegourmetchocolatetrendduetoconcernsforhealthandwellnessamongconsumers,wewillemphasizeonourstrengthsofusinghighqualitychocolateinourcommunicationplantoattractconsumerswhofollowsthetrend.Moreover,becausethemarketisstillontheopen,weareabletogainmarketsharemoreeasilyduetorelativelylowquantityofcompetition.AndbecausetherearenodirectcompetitorslocatedinCentralWorld,wewilluseourmarketingcommunicationplantomarkourplaceasTHEgourmetchocolatecafeinCentralWorld.
Althoughmostofthethreatsarefromexternalinfluencesandareoutofourcontrol,oneofthethreatsthatwecantrytotackleisthethreatofThaipeople'sviewsonchocolateasanunhealthyindulgent.Again,wecanemphasizeontheuseofhighqualityofchocolateinallofthemenus,aswellasthebenefitsofconsumingchocolate,throughoutourmarketingcommunicationplan.
![Page 9: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/9.jpg)
9
[CompetitorAnalysis]DirectcompetitorsChocolateCafésThesechocolatecafés,althoughtheyhavetheirownuniquesellingpoints,havethesimilartargetgroupasthatofChocolateFact.TheyarelocatedattheheartofBangkokandboastthequalityoftheirvariouschocolatemenus.
1. SummerChocolateHouse@SoiPromsri,Sukhumvit49
a. AchocolatebakeryownedbyPolTantasathien,afamousThaiactor
i. Getalotofcoveragefromdifferentmediab. Naughtynamesthatcatchattentionandgetviral
i. BTS(BetterThanSex)–bakedchocolatecakewithpastrycreamandwhippedcream
ii. CupC–bakedchocolatecakeinbowlwithicecreamc. All‐in‐oneeaterywhichmayenhancecustomers’experiences
i. SpringDiningRoomii. SummerChocolateHouseiii. WinterBar
2. NumeroUnoCafé@BangkokMarriottResort&Spa
a. Variouschoicesforcustomers
i. 300+typesofhandmadechocolateii. Focusonbutnotlimitedtochocolateproductswhichcan
attractmorecustomersandtheircompaniesb. Seasonalproducts
i. Valentine’sDayii. Thanksgivingiii. Mid‐AutumnMoonfestival
c. 3GoldMedalsinchocolatemakingd. Marriottbrand
i. guaranteeingqualityandgainingcustomer’strustii. frequentjointpromotionsunderMarriott
3. CherubinChocolateCafé@Sukhumvit31
a. Teddybearsasthecafé’suniquesellingpoints
i. Givewarmandcozyfeelingandimageb. Kid’szonewithchildrenbooks
![Page 10: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/10.jpg)
10
c. Locatedonly100mfromPrompongBTSstationd. Frequentpromotions,in‐storeandonlinee. Largecustomerbase
i. usedtobe‘made‐to‐order’chocolatespecializedbakeryii. gainedreputationandrecognition
4. KakaoCafé@Sukhumvit24
a. Spaceavailableforrenti. Drawpeopleincludingmediaintotheshop
b. Informativeandinteractivewebsitei. Productcollectionswithdetailsii. Abilitytoorderchocolateonlineiii. Pastandcomingeventsiv. Contactinformation
c. Promotionsfocusedon“limitededition”chocolatei. 99limitededitionchocolatecreatedbyHRHPrincess
SiribhaChudabhornforauctionii. 99limitededition“TheSweetZodiac”
d. Newmenuasfreecomplimentaryfordine‐ini. Positiveexperience
SecondarycompetitorsThird‐placeCafésandBakeriesCafésandbakeriesmushroominBangkokarea.TheyoffercustomerssimilarmenutothatofChocolateFactbuttheyarenotlimitedtochocolate.Thefollowingaresomeofthewell‐knowncafésandbakeriesthathavebecomethirdplacesforBangkokians.
1. StarbucksCoffee2. TrueCafé3. TheOrientalShop4. VanillaBrasserie
ChocolateSpecializedShopsChocolatespecializedshopmarketishighlycompetitive.MostofthemarelocatedindepartmentstoresinSiamareaofwhich90percentsellschocolatetruffles.Priceandmenuareverysimilarandthereforeattractthesamerupofcustomers.
1. LeGourmet@GFloor,SiamParagon
![Page 11: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/11.jpg)
11
2. JimThompsonChocolate@SaladaengCafé(SaladaengSoi1)andCafé9(Surawong)
3. Belgio@SiamBypass,SiamSquare4. Royce@Emporium5. VisageChocolate@GFloorSiamParagon6. Mrs.FlowerChocolate@CentralChidlom,CentralWorld,Siam
Paragon,TheMallNgamwongwan7. ChocolateBuffet@SukhothaiHotel
MassProductsatSupermarketCompetitorsinthismarketcomeindifferentqualitiesandprices.AlthoughthebrandswhosharethesametargetaudiencewithChocolateFactmaylendtowardhigherendones,consumerswhoareprice‐sensitivemayturntootherlessexpensivebrandsastheiralternatives.ItswidespreadavailabilityisalsoathreattochocolatecaféslikeChocolateFact.
1. Lindt2. Godiva3. Neuhaus4. VanHouten5. FerroRocher6. Hershey’s7. Tobberone8. RitterSport9. Cadbury10. Meiji
Sinceourcompetitorscomeinmanyfacetsandarerelativelystrongintheirpositionings,itisimportantforChocolateFacttohaveasolidconcepttobeabletocompetewiththem.TheconceptmustbeuniqueandconsistentlylinkedthroughouttheIMCplaninorderforChocolateFacttoforcefullystandoutfromitscompetitors.AlthoughChocolateFactdoesnotfaceanydirectcompetitioninCentralworld,itdoesneedtobeawareofitssecondarycompetitorssuchasThird‐placeCafésandBakeriesandtrytotakeadvantageofbeingtheonlychocolatecaféinCentralworld.
![Page 12: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/12.jpg)
12
OBJECTIVESObjectivesofthewholemarketingcommunicationplanareasfollowed;
(1) toincreaseawarenessamongchocolatelovers• numberoffansinFacebook1,000+• numberofpeoplewhoplayquizzesinFacebook500+• numberofviewsofthedramaseriesinYoutube,ChocolateFact
website,andFacebook3,000+• numberofpeoplewhosharesthedramaserieswiththeirfriends
500• numberofvisitorsoftheweb3,000+• numberoftimevisitorsspentontheweb3• numberofpeopleparticipatingin“PasstheSweetMomentForward”
campaign700• numberofinvitationssentduringthe“PasstheSweetMoment
Forward”campaign300• numberofpeoplejoiningtheChocoLifeCaféthroughthe“Passthe
SweetMomentForward”campaign100
(2) tobuildloyalcustomerbase• numberofregistrationsoftheChocoLifeCafécommunity1,000• numberofsubscriptionsofthemembershipcard400
(3) others• numberofmediacoverageanditsvaluesatleast3X• contentanalysisfavorable• numberofparticipantsshowingonthelauncheventday100• salesincreasedby30%
![Page 13: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/13.jpg)
13
TARGETAUDIENCEANALYSIS
Attributes• Age:18–35(Youngadultsandfirstjobbers)• Gender:Female65%,Male35%• Highlysocial–liketohangoutwithfriends• Middletouppersocioeconomicclass,universitygraduates• Urban• Opinionleaderamongsocialgroups
InsightsBuyingpreferences
• drivenbyquality,flavorandpersonalpreferenceDecision‐makingprocess
• notpricesensitive–lookingforvalueandpersonalsatisfaction• emotionaldecisionsoverlogicaldecisions
Influencers
• Friendsandpeers• MediaincludingInternet
o Eatingprogramsandpublicationsviral• Bloggerseventforbloggerstovisittheshop
Motivation
• Self‐indulgence• Pleasure• Personalhealth• Qualitythatreflectssenseofself‐worth• Impressingothers
Values
• Outgoing• Easygoing• Friendly
Behaviors
• verysocially‐oriented• opentonewthings• seeknewandstimulatingexperiences• wantmorethanjustaproduct
![Page 14: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/14.jpg)
14
Thistargetgroupiseasiertoreachthanparentswhowaitfortheirchildren’sclass.Theyliketosocialize,gotodepartmentstoresandtrynewthings.However,themainweaknessofChocolateFactisthelocationitself,wherethistargetgroupdoesnotnormallyhangout.Therefore,ratherthandirectingourcampaigntowardstheparentswho,accordingtoourresearch,donotconsumechocolateandtendtohavelessbrandloyalty,wedecidedthatourcampaignaimsatbuildingbrandawarenessandbrandloyaltyoftheyoungasa‘pull’strategytodrawthemintheshop.Thetargetgroupspendsmuchoftheirtimeinfrontofcomputers;whetheritbeuniversitystudentswhoareaddictedtosocialnetworkingorofficeworkerswhohavetheirownpersonalcomputersatwork.Thus,thisgroupiseasytoreach,communicate,engageandinteractwith,inadditiontothefactthatthisgroupismorelikelytobeopentonewthingsinlife.Eventhoughparentsarecurrentlynumberoneintermsofnumberofcustomersoftheshop,webelievethattheyarenotsuitableforourtargetgroupforfollowingreasons.First,mostofthemaremoreappropriatelydescribedaspasser‐bys,notloyalcustomers.Theychoosewhereverthatisconvenienttowaitfortheirchildrenanddonotacknowledgethebrand.Second,mostofthemprefercoffeeoverchocolate.DespitetheefforttocommunicatethebenefitsinvariousmediaandevenintheChocolateFact,theythinkofchocolateasatypeofsweetthatchildrenliketoeatandbelievethatchocolateisnotgoodfortheirhealthsuchasacauseofobesity.Third,thisgroupishardtocommunicatewith.TheyarenotaccustomedtonewmediasuchastheInternetorSMS,buttomoretraditionalmediachannelssuchasTV,radio,ormagazineswhichrequirealotofmoney.Furthermore,theyareconservativeandtendnottobeopentonewthings.
[Targetaudiencedescription]MeowlyisathirdyearstudentatCommunicationArts,ChululongkornUniversity.Hermonthlyallowanceisapproximately15,000bahtthatshespentlargelyoneatingandshoppingwhilehangingoutwithfriends.Shecanaskhermomforadditionalmoneyso,generally,Meowlybuysanythingshewants.ShelikestovisitSiamareawithfriendsafterclassestoshop,dine,watchmoviesanddohomeworkincoffeeshopsbecauseitisnearherschool.ItiseasytotraveltosinceshereliesonmasstransportationsuchasBTSandMRTtogobackandforth.MeowlyishighlysocialsoatoolthatshecannotlivewithoutisherBlackberrywhereshechats,tweets,updatesFacebookstatusandcommentsonother’sstatus.Sheupdatesherselffrequentlyandlikestogowiththeflow–what’sinandwhat’soutbyreadingmagazinesduringclass.NowtheKoreanpopidolisthemegahitinThailand.Shedoesn’t
![Page 15: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/15.jpg)
15
wanttobeleftoutsoshewatchesyoutubeeveryday.Butsometimesshewantstobeatrendsetterherself.Sheseekssomethingnewandinterestingtosharewithherbelovedfriends.Iceisa27‐year‐oldcreativeatOgilvyMatherwhereshehasworkedfortwoyearsrightafterhergraduationinEngland.Hermonthlyincomeisapproximately32,000bahtandhasnoplantocommittoanylargepurchasesoon,soshespendshermoneyfreely.ShegoesbackandforthtoworkplacebyherblueYaristhatherparentsboughtforherforagraduation.Creativeisatoughjobthatkeepsherworkinginfrontofthedepartment’siMacaroundtheclock.Thus,whenevershegetsstressed,sweetandcolddrinkwillsoothehersoshestockssodasinthecompany’sfridgebecauseshehasnotimetowanderaround.Shevaluesherlunchtimedearlybecauseitisherrelaxingmoments.ShelikestohavelunchatCentralWorldanddoesalittleshoppingwithcoworkersbeforegettingbacktowork.Hermoneyislargelyspenttosatisfyherselffromhardwork.Sheisveryenergetic,outgoingandfriendlysoshehasmanygroupsoffriendswheretheyhangouttogetherfrequently.IcereadsblogsespeciallywebboardinPantiptosearchfornewrestaurantstodinewithherfriends.Becauseofherloadofwork,sherelyontheInternetforinformation.Sheistiredandsleepsrightaftergettinghomeatrandomtime,ifshehasachance,thusshedoesn’twatchtelevisionmuchanddoesn’thaveachancetodevelopherfavouriteprograms.
![Page 16: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/16.jpg)
16
CONCEPTWesawtheslogan“LiveLifeChocolately”meaningfulandtriedtodefinethemmore.Becausethesloganiscatchyandmeaningful,ourgrouphasdecidedtokeepthecurrentsloganofChocolateFactory‐LiveLifeChocolately.Asforthemeaningoftheslogan,wewanttoemphasizeonthesimilarityoflifeandchocolate.Likechocolate,lifecanbebothbitterandsweetandthroughoutourlives,weareinevitablyfacedwithbothgoodandbadthings.Also,accordingtoourresearch,whenourtargetaudiencethinksofchocolate,theythinkoflove,happytimes,aswellasheartbreaks.We,therefore,wantourcustomerstothinkofChocolateFactoryasaplacewheretheycanbothcometocelebrateandenjoythemselveswhentheyarehappyaswellastocomfortandcheerthemupduringtheirtoughtimes.
![Page 17: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/17.jpg)
17
MARKETINGCOMMUNICATION:MESSAGEANDCHANNELS
Allofthecomponentsinmarketingcommunicationrelatebacktothebigideaofthecampaign–LiveLifeChocolately.Thefollowingistheroadmapforthewholecampaign:
1. createawarenessinthecomingdramaseries“ChocolatePrince”andonlinecommunity“TheChocoFactCafé”throughsocialmedianetworkandpressreleases
2. launchthedramaseries“ChocolateLove”onYoutubeandChocolateFact’shomepage
3. promoteonlineChocolateFactcommunity“TheChocoFactCafé”intheChocolateFact’swebsitetoencourageparticipationandbuildloyalcustomerfanbase
4. leadallIMCtothelauncheventDramaSeries(SeeStoryboardintheIndex)ThisshortonlinedramaserieswillbeGTH‐styledromanticgenrethatsuitsourtargetaudiencewell.Thestorywillemphasizeonourconceptofbittersidesandsweetsidesoflifethroughthekeycharacters–ayoungofficemanwhoisfrustratedwithhiscareerlifeandacollegewomanwhojustfinishedherexamsandishappywithherlife.Thislinkstotheconceptofourshopasaplacewherecustomerscanbothcometoenjoythemselveswhentheyarehappyaswellastocomfortandcheerthemupduringtheirtoughtimes.AllofthescenesintheserieswillbeshotattheChocolateFactshopatCentralworldtocreatebuzzandtohelppromotetheshop.Asshowninthestoryboard,theseriesdoesnotonlyhelppromotetheChocolateFactshop,butalsotheupcominglauncheventandtheonlinecommunity.However,duetothelimitedbudget,we’vedecidedtohireanunknownbutgood‐lookingactorandactresstoactasourtwoleadactors.Thedramaserieswillalsobeposted,forfree,onYoutubeandontheChocolateFactwebsite,whereviewerscaninteractwitheachotherandexchangethoughtsabouttheseries.Also,toensurethattheclipreachesourtargetaudience,wewillsendannouncementstoofficesaroundtheCentralWorldareaaswellasmajoruniversitiesinBangkokareas.
![Page 18: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/18.jpg)
18
Socialmedianetwork
• ChocolateFact’stargetaudienceishighlyactiveinsocialmedianetwork,especiallyonFacebook.
• Wewilltagourtargetgroupwiththemini‐dramaseriesthatwillbepostedonChocolateFact’sFacebookpage.TheycanreplytheiranswersintheFacebookpageaswell.ThosewhoparticipatehaveachancetowinafreemealordiscountcouponsatChocolateFact.
• Quizzessuchas“Whatisyourcharacterin‘ChocolatePrince’drama?”“Howchocolateisyourlife?”willbeposted.
• TheFacebookpagewillbemoreupdatedtopromotedifferentpromotions,websitesandChocoLifeCafé.
PressReleases
• Duetothelimitedamountofbudgetavailable,publicrelationsplayasoneofthecrucialpartsofthewholecampaign.
• Pressreleaseswillbedistributedtolifestylesectionsoreatingsectionsofthemediachannelsshouldbetheonesthatreachtoourtargetaudience
o (1)broadcastingmediaincludingfreetelevisions,cabletelevisions,andradio,(forexampleKruaIndy)
o (2)printmediaincludingmagazinesandnewspapers,and(forexampleCleo,ADay)
o (3)onlinemediaincludingvariouswebsitesandbloggers• Incentivessuchasdiscountcouponswillbegivenasincentivesforthe
audiencestojoin.
![Page 19: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/19.jpg)
19
Onlinecommunity“ChocoLifeCafé”
• Toachievetheobjectiveofbuildingloyalcustomerbase,participationwillbehighlyencouraged.Thosewhoregistertobeoneofourcommunitymemberswillgetspecialcoupon.
o Onlinecommunitywillbeaplaceforanyonetosharebothoftheirbitterandsweetmomentsoftheirlives,accordingtoourconcept.Thecommunitywillbeagoodwillcommunitywhereuserssupportoneanotherandthereforenotonlyengagethetargetaudiencebutalsobuildpositiveimagetoourbrand.
o Moreover,toencourageparticipationevenfurtherandempowerourcustomers,pollswillbeconductedmonthlyinonlinecommunity.Userschoosefrom3menusthatarenotintheusualmenuandthemenuthatgetsthehighestvoteswillbethespecialmenuofthatmonth.
Website
• WethinkthatthecurrentdesignreinforcesChocolateFact’sconcept,especiallythecolorofbrown,yellowandorange.However,ChocolateFact’swebsiteneedsalotofimprovementandgetsinteractiveonitscontent.Pageswillincluded:
o (1)AboutUs–toshowthepassioninbringingthebestqualitychocolatetocustomersandbethereforcustomerswheneverbitterorsweetmoments,
o (2)Menu–togivecustomersinformationaboutourqualityproducts,
o (3)FactsAboutChocolate–toencouragechocolateconsumptionandpositiveviewstowardschocolate
![Page 20: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/20.jpg)
20
o (4)Promotions–tokeepthecustomersupdatedontheactivitiesandspecialoffersfromtheshop
o (5)Location–tohelpthecustomersfindtheshopeasilyo (6)“ChocoLifeCafé”community,o (7)Multimedia–togivecustomersmouthfulexperiencessuch
asmini‐dramaseries,exclusivebehind‐the‐sceneshots,actors’profiles,ChocolateFact’svideotourand‘meetthestaff’videos,videosaboutoursignatureorspecialproducts,lightheartedflashgame,and‘passthesweetmomentforward’campaign.
• “PasstheSweetMomentForward”isaninteractivesalespromotionwhereacommunitymembercaninviteotherpeopletojointhecommunitythroughprettilydesignede‐cards.Theywillgetdiscountsoffivepercent,tenpercent,fifteenpercentuntiltwentypercentaccordingtothenumberofnewmemberstheyinvitedtojointhecommunity.
Promotions
• Apartfrommonthlyspecialmenupickedbythecommunitymembersand“PasstheSweetMoment”promotionalcampaignwhicharedetailedabove,theChocolateFactwilllaunchthemembershipcardandpromoteitsown“ChocolateDay”.
o MembersoftheChocolateFactwillbeseparatedfromcommunitymember.Theyreceivetheprivilegeofdiscountsandexclusivefreetastesofspecialmenusaswellaswelcominggifts.Membershipwillencouragerepeatpurchaseandbuildloyalcustomerbase.
o ChocolateDayiseveryfirstSundayofthemonthwherespecialdiscountswillbegiventoanycustomers,withthemembersgettingthediscountontop.Thiswillhelpdrawingpeoplein.
![Page 21: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/21.jpg)
21
LaunchEventThemini‐dramawilllinkbacktoourlaunchevent.Theeventwillbesetupatourstoretoensurethatthetargetaudiencewillknowourshoplocation.PrettieswillwalkaroundCentralWorldtogiveoutsamplesofourproductsandinvitepotentialcustomersintoourlaunchevent.Intheevent,ChocolateFactstaffswillarrangeadecorationworkshopfordifferentchocolatedessertsforparticipantswhiletheMCandourguestspeakerwillhostatalkabouthowtolivelifehappily.Asshowninthedramaseries,theunderlyingmessagefromtheworkshopisthatwecandesignourownlifelikedesigningchocolatedesserts.Workshopactivitywillattractcustomerswhoareingroupssuchasfriendsandfamilies,whichareourtargetgroup.TheMCwillalsoaskparticipantsrandomlytosharebitsoftheirlivesandpersonalexperiencewithotherstocreateinteractions.MenuWewillhavetwodifferentsetofmenus;eachwithuniquemenunamesthatindicatesadorhappyfeelings(theyarethesamemenuwithdifferentnames)tostrengthenourpositioningandtocreateviral.
![Page 22: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/22.jpg)
22
Timeline
June IMC
Week1 PressReleasetoprintmedia
Week2 ‐
Week3 ‐
Week4 ‐
![Page 23: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/23.jpg)
23
July IMC
Week1 •Facebook•Website+ChocoLifecafe
Week2 •PressReleasetoTVandonlinemedia
Week3 •Firstepisodeofdrama
Week4 •Secondepisodeofdrama
August IMC
Week1 •LaunchEvent•Promotions
Week2 •Promotions(contd)
Week3 •Promotions(contd)
Week4 •Promotions(contd)
![Page 24: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/24.jpg)
24
BUDGET
Item Description Units Cost/Unit Total (Baht)
1 Media Kit – PR to print media 3,420 Printing Cost (4 colors, A4) 200 15 3,000 CD + Cover 20 11 220 Brochure 20 5 100 Folder 20 5 100
2 Website - Social Media 16,200 Website Design + Administration 1 15,000 15,000 Hosting + Domain name 1 1,200 1,200
3 Promotions 10,625 3.1 Discount coupons
Graphic Design 1 1,500 1,500 Printing Cost 1000 0.5 500
3.2 Free coupons Graphic Design 1 1,500 1,500 Printing Cost 250 0.5 125
3.3 Membership card Graphic Design 1 2,000 2,000 Card + Design 500 10 5,000
4 Facebook – Social Media 5,000 Administration 1 5,000 5,000
5 Menu sign 13,450 Graphic Design 1 3,000 3,000 Plate + Design 1 2,000 2,000
6 Production – Mini Drama Series 70,000 Actors 4 7,000 28,000
Director 1 15,000 15,000 Camera renting 1 10,000 10,000 Grip equipment 1 8,000 7,000
Unit production cost 1 6,000 5,000 Location 1 10,000 5,000
7 Interior Shop Design 14,400 Table 4 2,000 8,000
![Page 25: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/25.jpg)
25
Chair 16 400 6,400
8
Live Life Chocolately – Launch Event + workshop 48,000
Pretty 8 4,000 32,000 Workshop utensils 20 400 8,000 Workshop ingredient 20 300 6,000 Decoration 1 2,000 2,000 Total 181,095 7% Vat 12,677
Grand Total 193,772
![Page 26: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/26.jpg)
26
MEASUREMENTSuccesswillbedeterminedbyhowwellweachievethesetobjectives.Eventhoughweproposemanydifferentpromotionsthroughdifferentchannels,wecaneasilytracktheirsourcesbyusingdifferentdesignforeachone.Asourcampaignreliesheavilyontheonlinematerial,thankstoadvancedtechnology,statisticsandnumbersarereporteddirectlytotheadministrator.Salescanbeachievedthroughmonthlysummary.Theareathatneedshumanresourcesthemost,butyieldusefulinsights,aremediacoverageanditsvalueandtheircontentanalysis.
(1) toincreaseawarenessamongchocolatelovers• numberoffansinFacebook• numberofpeoplewhoplayquizzesinFacebook• numberofviewsofthedramaseriesinYoutube,ChocolateFact
website,andFacebook.• numberofpeoplewhosharesthedramaserieswiththeirfriends• numberofvisitorsoftheweb• numberoftimevisitorsspentontheweb• numberofpeopleparticipatingin“PasstheSmileForward”campaign• numberofinvitationssentduringthe“PasstheSmileForward”
campaign• numberofpeoplejoiningtheChocoLifeCaféthroughthe“Passthe
SmileForward”campaign
(2) tobuildloyalcustomerbase• numberofregistrationsoftheChocoLifeCafécommunity• numberofsubscriptionsofthemembershipcard
(3) others• numberofmediacoverageanditsvalues• contentanalysis• numberofparticipantsshowingonthelauncheventday• sales
![Page 27: Chocolate Factory](https://reader034.vdocuments.us/reader034/viewer/2022042512/5554c915b4c90559398b5447/html5/thumbnails/27.jpg)
27
RECOMMENDATIONS
1. Discardthecurrentlogoandusethecurrentsloganaslogotogainconsistencywiththeoverallshop
2. Thewebsiteneedscontinuousmaintenanceandalllinksshouldworkproperlytoreducefrustrationamongwebsitevisitorsandtoshowprofessionalism
3. Themenusignshouldbeinamuchbiggersize.Customerscanbarelyseethemenusonthecurrentmenusignbecausethetextistoosmall.
4. ThecolorpaletteusedintheshopdesignshouldbemoreconsistentwiththeonesusedinotherIMCmaterials.Insteadofgivingthecustomersachocolatetyfeelwhenvisitingtheshop,theyellowcolorthattheshopiscurrentlyusingistoolightandmakestheshoplookslikeahoneyshopinsteadofachocolateshop.
5. Changethecurrentstiff‐lookingchairsandtablesintheshoptoamorecomfyone.Thishelpprovidescomforttocustomerswholiketotaketheirtimeduringtheirvisittoourshop.Also,thishelpstoencouragecustomerstostayinourshoplongerandvisittheshopmoreoftenduetocomfortableandcalmambience.
6. Usestickersofchocolatesplatterstocreateatrace/paththatleadsCTWvisitorsfromthecentralescalatortotheshop.ThishelpstocreatesuspenseamongCTWshopperswhilehelpstoleadnewcustomerstotheshop,tacklingtheproblemofhard‐to‐findlocationoftheshop.