Download - W1 recommendation0522
文鼎壹号 (W1)OPERATION & MARKETING STRATEGY REVIEW – HONG KONGMay 22, 2011
W1 MARKET STRATEGY
Who Are We? Where What When How
WHO ARE WE?
Market Positioning Competitor: Maxims Role = leader/follower Personality 個性 (localize product) Ultimate Goal 1-to-1-to Many (Word-of-mouth)
WHERE – DISTRIBUTION CHANNEL?
Objective: Make noise in the market Mall (cross-over) Direct Mailing Join Key Associations (HKGCC, HKIHRM…) Member card
WHAT TO DO?
Product/Services (Brand Concept) Differentiator Sustainable: value-added products/services
i.e. wine tasting, speed-dating Needs/desire Expandable Story telling
WHEN
Re-visit the operation model Promotion strategy, design fall year
marketing plan Cross-selling credit card, corporate card,
coupon, lucky draw and etc. Marketing/Printing material Technology promotion (iphone/ipad…)
HOW TO DO?
Revisit marketing/operation strategy (Under the market, customer favor…)
Pricing strategy/promotion strategy Collect feedback from front-and-back office Leverage technology (Openrice, weibo…) Celebrity Brand Concept
HTTP://WWW.HKHEADLINE.COM/DINING/RESTAURANT_DETAIL.ASP?ID=3064
OPENRICE
HONG KONG PUBIC HOLIDAY 2011
May 6 – Dragon Boat Festival Jun 19 – Father’s day Jul 1 – HK handover day Sep 12/13 – Moon festival Oct 1- China National day Oct 5 – 重陽節 Dec 22 – 冬至 Dec 25 to 27 – 聖誕節
HONG KONG PUBLIC HOLIDAY 2012