Social Enterprise and Marketing ideasExploring modern management marketing ideas with Social Enterprise

operations

Sharing session with Erwin Huang, 18th Sept 09

CEO, TSL jewellery

Agenda (45+15)

Social Enterprise/Entrepreneurship values

Branding experience in TSL

Cross Branding experience with Mobilelink

Web as a Distribution network

Marketing thru Youtube and Facebook (social networking)

Social Entrepreneurship discussion

A Enterprise with Social Mission

A Social Entity that runs like a Enterprise

Enterprise or Entrepreneurship?What is Entrepreneurship?

Creativity and Risk taking

A workable and sustainable business model

Sustainability, and Scalability

Focus on creating Customer Value

What is in a Brand?PC

HP?

Dell?

Golden Center

IBM?

Lenovo?

Apple Computer?

Fast food:

茶餐廳大快活 ?

Mcdonald?

翠華餐廳

Sneakers:

Nike? Vs Adidas?

Branding exercise tools

Who is your target customer?

What do they think you are?Vs what do you want them to think?

What Value do you offer them?

What is the difference vs others?differentiation

How do you communicate those Values to them?

e.g. SCHSA

Repositioning Exercise at TSL

What is TSL: 謝瑞麟 ?

A person?

Goldsmith?

Diamond Specialist?

Wedding Specialist?

Luxury goods retailer?

1st Generation HK Manufacturing Entrepreneur

Modern Retailer for Chinese

Low Cost High Value

Skill and Knowhow in Production Design, Fashionable Branding

Mass, Economy of Scale Targeted, Economy of Scope

Vertically Integrated Manufacturer Quick Response Efficient Retailer

Traditional Apprentices System Re-engineered Corp Governance

Trusted Brand name Trusted Brand name

Believe in Service, go the extra step Believe in Service, go the extra step

Long term loyal customer Long term loyal customer

Care and Love for the Customer Care and Love for the Customer

Cross Branding Exercise

Nike?

Apple?

Nike + Apple

Customer value adding up

1+1=∞

Cross Branding Exercise

SCHSA?

Safety

Service

Home Safety

HKCSL?

Mobile

Top Service

Shops

Reliable

Good Quality

New Technology

1+1=∞

Distribution Network

Virtual and Physical

Service or Product

• 窮富翁大作戰 Project• Project objective

• Who is your customer?

• Normal channel• Newspaper/magazine

• Preview Event

• Social Network• Facebook Groups• Youtube• Blogger Community• Uwants, HKGolden, BabyKingdom• Demo

Reaching your customer:

thru Social Networking

Social Entrepreneurship/EnterpriseRunning a social entity professionally

Branding = Value to customer

• Cross Branding – 1+1=∞

• New Distribution Network model

• Reaching out with Social Networks: – Facebook + Youtube

Summary