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Cityu Marketing
71
CB2601 C01
Marketing Project "759 Store"
Team G:
NG Ka Yin
SE-TO Cheuk Hei
TONG Chun Nam
YUEH Ki Cheung
MOK Sze Ning
LEUNG Wing Tung
CHEUNG Wing Lung
NG Chi Hin
(55963888)
(56210458)
(56208045)
(56212636)
(56212095)
(56211180)
(56212520)
(56213203)
Company
Introduction
Company Introduction
Local retail store
Established on 7th July, 2010
Aim - import newest or characteristic products to provide consumers an unconventional alternative
Existing 4P
Existing 4P
Product
Daily necessities (imported from more than 60 countries)
Food, Beverages, Personal Care Product (e.g. Hand Soap)
Product
Price
Price
Penetration pricing
(practice lower margin with high turnover policy)
Different pricing categories
(e.g.Marked Price Product, Fixed Price Product...)
Odd-even pricing
(e.g. UCC117 coffee powder charge $26.9)
Quantity discount (i.e. getting discount by buying 2)
Place
Place
More than 180 Branches
(Kwun Tong District: 22 Branches;
(Sha Tin District: 19 Branches)
Highly correlated with population distribution
Located in residential areas
Promotion
Promotion
Sales promotion: Loyalties programs,
Deal rebates and Christmas discount
Direct Marketing: Social network system
(E.g. YouTube, Instagram)
SWOT
Analysis
Strengths Weaknesses
- Low margin (Price)
- Superior location (Place)
- Wide range of products (Product)
SWOT Analysis
- No e-shop
- No delivery service
- No outstanding customer service
Opportunities Threats
- Introduce delivery service
- Online Store
- AI customer services
- Less impulse buying on customers
- Over-expansion
(Diseconomies of scale)
Recommendation
Recommendation
Several activities will be executed in the coming 6 month
- Online shop
- Lock
- Bundle product
- Brand representative
- TV advertisement
- Etc...
Place
Place
Online Shop
759 Store has their own app but the app does not contain online purchasing service.
Place
What are we going to do
- Build a online shop
- Within 6 months
- Accept different payment methods
Place
Advantages
759 Store
Users
- Shopping in a safer environment
- Enjoy a more convenient service
- Attract more customers
- Increase transactions
Place
Lock
- Locker service
- "Purchase online, Take it offline"
- Special: refrigerator locker - store frozen food
Place
Benefit of Lock
- Reduce the chance of having to interact with our staffs
- Prevent the spread of the virus
- Convenience for customers
Product
Product
Anti-epidemic package
- Household cleaning anti-epidemic package
- Hand soap
- Bleach
- Washing powder
Product
Anti-epidemic package
- Personal hygiene anti-epidemic package
- Surgical face masks
- Alcohol hand rub
- Disinfection wipes
- Tissue paper
Price
Price
Skimming Pricing
(for anti-epidemic products)
- Each package prices
(including surgical mask, Alcohol hand rub, etc)
- Each customer are only allowed to buy one set
(1 set = two types of packages)
Price
Bundle pricing
- Bundle the anti-epidemic package with selected products
- The selected products (products seldom be bought or nearly to expire)
Best before: 05/05/2020
Price
Why?
- High demand in anti-epidemic
- Reduce waste and losses
Price
Online shop pricing & Service fee for Lock
- All items price will be normal
- Provide rebatement and discounts
Using certain payment methods (e.g. Ali-pay , PayPal.....)
- Charges extra fee for using the Locker
Certain percentage of the total fee
Promotion
Promotion
TV Advertisement
- Audience: Work from home, Stay at home
- Reach large group of audience
Promotion
Key Opinion Leader
- Jarvis Chow
(as known as expert of Japan)
- Publish short videos via Instagram
- Extend to other social media
Promotion
Lucky Draw
- Enter criteria: Buy $75.9 or above in 759 online shop
- Prizes: Anti-epidemic package
(mini version)
- No. of lucky draw: Once a week
- Quota: (7 x 5 x 9) 315 prizes per lucky draw
Promotion
Lucky Draw
- Enter criteria: Buy $75.9 or above in 759 online shop
- Prizes: $50 e-coupon
- No. of lucky draw: Once a week
- Quota: (7 x 5 x 9) 315 prizes per lucky draw
Promotion
E-coupon
- $10 e-coupon
- Criteria: Download 759 app
Promotion
Goals for Promotion
- Increase awareness
- Provide information
- Keep loyal customers
- Explore new customers
References
References
18/19 ANNUAL RESULTS ANNOUNCEMENT. (2019). Retrieved from: http://www.0759.com/doc/art/finance/2019082301/201908230001.pdf
19/20 Interim report.(2019). Retrieved from: http://www.0759.com/doc/art/finance/2020012101/202001210001.pdf
759 Store. (2020). 759 Store. Retrieved from: http://759store.com/aboutus.php?lang=eng
759 Store. (2020). 759 Store. Retrieved from: https://youtube.com/channel/UCwV2u0JxYMgeCDrYAMeuv2g
CEC International Holdings Limited. (2020). History and business development. Retrieved from: http://www.0759.com/cecweb/HistoryBusDevp.aspx?lang=en
'759 Online' app