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APP

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by

kaman wai

on 23 July 2015

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Transcript of APP


Advertising:
Principles and Practice

Group Member
3
Group
Local Corporate
125 years' history
2
missions
Promoting Chinese
cuisines worldwide
Modernizing+promoting
traditional Chinese herbal
health products
Globally renowned
Chinese enterprise
Provides over 220
choices of sauces
Sell to over 100
countries and
regions
Signature product
Oyster
Sauce
SWOT
Analysis
S
trengths
W
eaknessess
O
pprotunities
T
hreats
Market
Leader
Provide a variety of products
Long history
Established 125 years
Occupied a large proportion
of market share in the
seasoning industry
Possess considerable
budget for promotion
Included different aspects of
promotion in past two years
Frequently emphasize on
selling the features of
the products
Weak
Brand
Identity
Unable to distribute the
promotional budget evenly
on each of the product
Less people cook
Fast pace of living style→ →
Rise of single household→
Long working hours→
Instant or convenient food
served in a short time
does not require
much cooking
Increase of health
consciousness
Prefer using less seasoning
and sauce in cooking
Weak brand identity of competitors
Building a unique brand
identity for Lee Kum Kee can
break through the clutter
→Over 20 brands in the seasoning/ sauce market→
Do not have a clear brand identity→
Always focus on selling convenient, fresh or tasty→
No associations brand→
Appear no difference to customers→
Analysis
Competitive
Direct Competitor
cooking-sauce brands in Hong Kong
Over 20
According to observation 
Major competitor = 
Amoy Food
Similar products:
Similar
market share
Similar price range
Soy sauce, Oyster sauce,
Convenient seasoning,etc
Lee Kum Kee: 20 products  Amoy Food: 18 products the 2 brands dominate the market
e.g. a 500-600 ml Oyster Oil
costs $12.90 - $13.90
Indirect Competitor
Seasoning
e.g. Chicken powder and Chicken sauce
Competitors:
Knorr and Swanson Cooking
Relatively high market share
Affordable price
Target
Audience
Marketing Review
great taste and home-like feeling
who look for seasonings and flavorings
Family-oriented
health conscious individuals
Positioning
LEE
KUM
KEE
Stressing...
Product Characteristics
specific
Product Benefits
Product Benefits
Product are produced
by a sophisticated process
Avoid the toxic substances

Retain the original taste
of the ingredient
Emphasized the character
of Family/Home
Give customers a warm
feeling of family

E.g. Made use of “Convenience Sauce”
or “Menu-oriented Sauce” →
A delicious dishes →
A sense of “Home”
Product
Characteristics
Internet
TV Commercial
Print Ad
SponsorshipProduct placement
Special events
Outdoor Ad
Publicity and
Public relations
Sales Promote
Lee Kum Kee HK Facebook Fan Page
(Since 2011)
Mobile App(Nov 2012)
(Since 2009)
Youtube Channel
Metro Popicon 327
(2012/10/18)
Cover + interview
NowTV (Oct 2012)
(Aug 2011)
Donation of $76,500,000
for charity and
infrastructure in china
Luna New Year Promotion
(Jan 2013)
Buy 1
Get one free
(Oct 2012)
Product
Characteristics
Up coming campaign
Mainly Stressing
Special Product
Characteristics
(sept 2012)
Mid-autumn festival celebration
with lottery
(sept 2012)
(Oct 2012)
Get a lottery card
upon purchase
Appeals
Objectives
Advertising
Communications
Major Selling Idea
Brand Image
LEE KUM KEE
A taste of “Home”,
whenever/wherever there are
Lee Kum Kee’s product, customers
can feel the taste of “Home”/
recall the memory of family time.
Emotional Appeal
Product strength:
LKK is a popular brand
Brand Personality:
Family-oriented, warm image
Emotion:
Emotional bonds developed with LKK + positive psychological movement
Combining rational and emotional appeal:
Rational Appeal
Create a personal feeling towards LKK
Aim to create a feeling of and
Hope our customers can have a feeling of home when they choose our products
positive
home
warm
LKK is the leader in the market
Popularity appeal is chosen so as to
emphasize on the brand’s popularity
Numerous advertising use different
venues that emphasize LKK are famous
that can find in many places
O
L
O
U
C
R
Advertising
Campaign
TV
Commercial
Print
Ads
Internet
Ads
Outdoor
Ads
Sales
Promotion
Product
Placement
TV Commercial
4 normal versions
Promote and reinforce
brand image
large cover range

Arouse audience's attention

Easy to reach the
target consumers
Will be broadcast randomly
(from July to August)

3 special versions
(
Mid-Autumn Festival, Christmas,Lunar New Year
Focus on the time slots that...
Most target audience are watching TV
Most of the families are having dinner
J7 1855-2225(mon-fri)
J6 1855-2225(sat-sun)
j2 1445-1735(mon-sun)
Execution styles:
Humor
General Idea of the TV ads:

Different extreme
location and situation
Face to different challenge

Products of LKK suddenly appear

The memory of home and the taste
of home dishes emerge
Outdoor Ads
Promotion
Provide
incentive to
stimulate our
customers to purchase
our products and boost
immediate sale
Banner Ads
With animation
4
versions
shown
randomly
upon refreshing
Yahoo!

HK’s top search
engine web-site
provide instance
Drive people
to click
Easy to make
Cost-effective
Pop-Ups
4 character shown randomly
Video will pop up upon clicking the icon
OpenRice

Target marketing
Interactive
Eye-catching
Behavioral
Targeting
Track surfing behavior
Keywords about cooking,
recipes or seasoning, etc.
Potential buyers
can be identified
Highly selective market
Internet Ads
Social Media
Campaign
Billboard +
Social Media Website
Idea:
Like the Facebook fan page of LKK
Upload a family photo
Photos will be shown randomly
on the billboard that place outdoor
(e.g. Heng Lung Center)
Post will be posted to his/her
Facebook wall if his/her photo
is displaying on the screen
Print Ads
Product
Placement
Sales
Create a
Assign personality
Using coupons can
encourage consumer to
repurchase or obtain a trial
Giving out lunch box as
promotional product can
recall the message of LKK
Use of promotional package
can increase customers’
incentive to buy our products
and try the products that are
included but they never
purchase before
Promotion
Product
Bonus Pack
lunch box
single purchase of LKK
products over $ 60
Get a free promotion product
bringing lunchboxes
to office/school
lunch box can associate
with and recall the
major selling idea
Reusable and gain exposure
by logo printed on the
lunch box
Share the joy and
thanks for the support
Cooperate with Groupon
a promotional package
X
special discount
Include
different products

which are commonly “used”
during Lunar New Year
Coupons

are included

so as to induce

repeated
purchase
Make 80%
association(Feeling)
Taste of home
Create 40%
Preference
Rather than buying sauce
from other brand
Obtain 20%
Trial
Try LKK different product
Develop and maintain 10%
regular use

1
Year

6
months

6
months

3
months
Outdoor Exhibition
A jumbo kitchen with extraordinary
big props (utensils, lkk products etc.)
A backdrop with monitor/screen,
the background will change to
different scenarios TVCs
Participants can take photo
Get the official photos
email/facebook
Create awareness:
outstanding appearance
Viral:
interesting experience

photo sharing on Facebook
+
Truck
Advertising
(Outdoor exhibition area of
isquare
)
Markets in different districts
Cooking demonstration
Food Tasting
Distributing promotional products
(shopping bag with lkk logo with a set of dish printed with logos and samples)
Geographic flexibility
Coverage of
local market
MTR
Advertising
Create awareness

Wide coverage

Bus stop
Advertising
Easy to get attention
Interactive
Cost effective

Interactive
Viral
Tailored
U-Magazine
Sudden
Weekly
Oriental Sunday
Increase exposure of
both the brand and product
warmth and sweet home
Association
Easily accept by the viewers
High recall of the brand
Easy to reach
target consumer
Apply in the
specific programs
that will be existed in
TVB in July 2013-July 2014
Nov
Week 1
Nov
Week 3
Nov
Week 2
U
Magazine
Sudden
Weekly
Oriental
Sunday
Permanence
Creative Flexibility
and Quality
Higher Consumer
Receptivity
Avoid duplication
Reason to choose
various magazines:
Reach more target audience
from different magazines
Increase pass-along
readership
High circulation: around 100,000
Top 10 overall magazine
of the year (2012)
Cover travel, food and lifestyle news
Include sudden weekly,
Eat and travel and Me!
Reach out to young families
and working woman
Positions itself as a multimedia
platform for entertainment news
Target on young mothers
and working women
High circulation
Top 10 overall
magazine of the year
TV Drama
Leisure programs
Mainly focus on tender sentiment
Appears in family gathering scenes
Appears in scenes in kitchen
+
Targeted married women
Appears in cooking demonstration
T
H
E
E
N
D
Thank
YOU
!
BYE!
High circulation
Dramatization
High Frequency
Newest (X wearout)
Get a free bottle of soya sauce
with LKK glass bottle
TVC – Scheduling Method
Flighting
Full transcript