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Welcome to ..
Live life chocolately
“Chocolate Fact.”
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AgendaSituation Analysis
Insights of target audience(s)
!"ectives
Conce#t for the launching of Chocolate Facts.
$ar%eting Communication &lan
'udget
Success measurement methods
ecommendations
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Situation Analysis
1. Chocolate market trend
2. Café market trend
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SWOT Analysis
TS W O
SWOT Analysis
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TS W O
SWOT Analysis
Use high-uality chocolate in all of the chocolate menus !arious ty"es of menus to choose from- fe# of the menus are
$ery interesting and uniue eg. %ango Chocolate &ra""e Catchy slogan- 'i$e 'ife Chocolately Clean &riendly and hel"ful staffs The sho" #as easy to access as it(s surrounded )y escalators
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Com"etitor Analysis
irect com#etitor
Chocolate Cafés
Secondary com#etitors
1.Third-place Cafés and Bakeries
2.Chocolate Specialized Shops*Mass Products at Supermarket
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Target Audience Analysis
Target Audience Analysis
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Attri)utes
Target Audience Analysis
Age+ 1, / 0oung adults and first o))ers3 4ender+ &emale 5/67 %ale /6 8ighly social like to hang out #ith friends %iddle to u""er socioeconomic class7
uni$ersity graduates Ur)an O"inion leader among social grou"s
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9nsights
Target Audience Analysis
:ot "rice sensiti$e ;ri$en )y uality7 fla$or and "ersonal "reference Outgoing
9nfluencers+ friends and media Seek ne# and stimulating e
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O)ecti$es
Target Audience Analysis
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O)ecti$es *. +o increase a,areness among
chocolate lovers* num)er of fans in &ace)ook 17===>
* num)er of "eo"le #ho "lay ui??es in &ace)ook /==>* num)er of $ie#s of the drama series in outu)e7 Chocolate
&act #e)site7 and &ace)ook 7===>* num)er of "eo"le #ho shares the drama series #ith their
friends /==* num)er of $isitors of the #e) 7===>
* num)er of time $isitors s"ent on the #e) * num)er of "eo"le "artici"ating in @ass the S#eet %oment
&or#ardB cam"aign ==* num)er of in$itations sent during the @ass the S#eet
%oment &or#ardB cam"aign ==* num)er of "eo"le oining the Choco 'ife Café through the
@ass the S#eet %oment &or#ardB cam"aign 1==
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O)ecti$es-. +o !uild loyal customer !ase
* num)er of registrations of the Choco 'ife Café community 17===* num)er of su)scri"tions of the mem)ershi" card D==
. thers* num)er of media co$erage and its $alues at least E* content analysis fa$ora)le* num)er of "artici"ants sho#ing on the launch e$ent day 1==*sales increased )y =6
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Conce"t Catchy and meaningful Fm"hasi?e on the similarity of life and
chocolate
'ife can )e )oth )itter and s#eet Where customers can )oth come #hen they
are ha""y as #ell as during their tough times
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Conce"t
“Live Life
Chocolately”
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Cou"on > %em)ershi" card
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Gudget
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%easurement
1. To increase a#areness among chocolate lo$ers
* num)er of fans in &ace)ook* num)er of "eo"le #ho "lay ui??es in &ace)ook* num)er of $ie#s of the drama series in outu)e7 Chocolate &act
#e)site7 and &ace)ook.* num)er of "eo"le #ho shares the drama series #ith their friends* num)er of $isitors of the #e)* num)er of time $isitors s"ent on the #e)* num)er of "eo"le "artici"ating in @ass the Smile &or#ardB
cam"aign* num)er of in$itations sent during the @ass the Smile &or#ardB
cam"aign* num)er of "eo"le oining the Choco 'ife Café through the @ass the
Smile &or#ardB cam"aign
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2. To )uild loyal customer )ase* num)er of registrations of the Choco 'ife Café community
* num)er of su)scri"tions of the mem)ershi" card
%easurement
. others* num)er of media co$erage and its $alues
* content analysis
* num)er of "artici"ants sho#ing on the launch e$ent day
* sales
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1. ;iscard the current logo and use the current slogan as logo
2. The #e)site needs continuous maintenance and all links should
#ork "ro"erly
. The menu sign should )e in a much )igger si?e
D. The color "alette used in the sho" design should )e more
consistent #ith the ones used in other 9%C materials
/. Change the current stiff-looking chairs and ta)les in the sho" to a
more comfy one
5. Use stickers of chocolate s"latters to create a traceH"ath that
leads CTW $isitors from the central escalator to the sho"
Iecommendation
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+han% you for you
attention/
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