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marketing-gongcha

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by

hoi wai chiu

on 25 July 2016

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Transcript of marketing-gongcha

Number of stores and sales decrease
Not as popular as before
The Strategic challenge we face...
Product life cycle: between maturity and decline
Sales decrease??
People desire high class products
What should we do to increase our sales??

Increase
selling place
by 10%
Group member:
Chan Hin Fung 3035106346
Chiu Hoi Wai 3035104611
Cheng Pak Ki 3035106061
Lam Tsz Him 3035092600
Leung Tung On 3035108241
Ma Ka Ying Allison 3035103980


Segmentation, targeting and positioning
Product strategy
Pricing strategy
Place Strategy
Promotion strategy
ROMI
Segmentation
(Quantitative method: Questionnaire)
Divide consumer market into different age groups
According to their drinking habit
Re-establish brand loyalty
Targeting
13-18
,
19-23
,
23-30
age groups
Representing
adolescences
,
students
and
office ladies
Taste something new, desire instant enjoyment
Attracted by trendy drinks, without brand loyalty
Value regular customers
SWOT Analysis
Brand name
Customized
Quality
Cheap
Lack of promotion
Lack of customer
loyalty
Huge target group
Fierce competition
Culture
- convenience

Costs:
Product: $200,000
Pricing: $0
Place: $10,000
Promotion: $5,000
Total cost:
$215,000

Company Background
Every purchase enjoy
$3
discount
Gong Cha Tumbler

Total Rev Growth:
$9,993,000


Rev Growth without marketing effort:
$7,800,000

ROMI=
($9,993,000﹣ $7,800,000)
$215,000
Incremental Revenue
Incremental Marketing Cost
= 10.2
2. Environmental awareness
1. Portable+Convenient drinks
Try to create your own tumbler!
Market offering (Products+Service)
Cost-based pricing
Feasible
Easy to trace the cost
Locations follow customers
Many branches
Provide multichannel design
In-store sales: Any purchase + $50
Customization online
Online sales: $60 (including delivery)
Distribution intensity
Discount on drinks
Cost that attract loyal customers
Cost that establish brand name
Store
Online
Delivery
OUR MISSION STATEMENT
TEA FIT FOR ROYALTY
Promote tea value
Business Objectives
Increase
annual sales
by 15%
Enjoy the best tea
How can we reach our objectives?
In-store promotion (poster/ banner)
Lower cost
Wide coverage
Cost leadership strategy
Focus on young adults
Social Media (Facebook)
Benefits
Group 8
Full transcript