Welcome to ..21 Apirl 2010Live life chocolatelyChocolate Fact.

AgendaSituation AnalysisInsights of target audience(s)ObjectivesConcept for the launching of Chocolate Facts.Marketing Communication PlanBudgetSuccess measurement methodsRecommendations

Situation Analysis 1. Chocolate market trend2. Caf market trend

SWOT AnalysisSWOT Analysis

SWOT Analysis Use high-quality chocolate in all of the chocolate menus Various types of menus to choose from- few of the menus are very interesting and unique eg. Mango Chocolate Frappe Catchy slogan- Live Life Chocolately Clean Friendly and helpful staffs The shop was easy to access as its surrounded by escalators

Competitor AnalysisDirect competitorChocolate Cafs

Secondary competitorsThird-place Cafs and BakeriesChocolate Specialized ShopsMass Products at Supermarket

Target Audience AnalysisTarget Audience Analysis

AttributesTarget Audience Analysis Age: 18 35 (Young adults and first jobbers) Gender: Female 65%, Male 35% Highly social like to hang out with friends Middle to upper socioeconomic class, university graduates Urban Opinion leader among social groups

InsightsTarget Audience Analysis

Not price sensitive Driven by quality, flavor and personal preference Outgoing Influencers: friends and media Seek new and stimulating experiences

Parentsvs.Young adultsTarget Audience Analysis

Objectives 1. To increase awareness among chocolate lovers

number of fans in Facebook 1,000+ number of people who play quizzes in Facebook 500+ number of views of the drama series in Youtube, Chocolate Fact website, and Facebook 3,000+ number of people who shares the drama series with their friends 500 number of visitors of the web 3,000+ number of time visitors spent on the web 3 number of people participating in Pass the Sweet Moment Forward campaign 700 number of invitations sent during the Pass the Sweet Moment Forward campaign 300 number of people joining the Choco Life Caf through the Pass the Sweet Moment Forward campaign 100

Objectives2. To build loyal customer base

number of registrations of the Choco Life Caf community 1,000 number of subscriptions of the membership card 400

3. Others

number of media coverage and its values at least 3X content analysis favorable number of participants showing on the launch event day 100sales increased by 30%

ConceptLive Life Chocolately

Concept Catchy and meaningful Emphasize on the similarity of life and chocolate Life can be both bitter and sweet Where customers can both come when they are happy as well as during their tough times

IMC

JuneIMCWeek 1Press Release to print mediaWeek 2-Week 3-Week 4-

IMC

JulyIMCWeek 1 Facebook Website + Choco Life cafeWeek 2 Press Release to TV and online mediaWeek 3 First episode of dramaWeek 4 Second episode of drama

IMC

AugustIMCWeek 1 Launch Event PromotionsWeek 2Promotions(contd)Week 3Promotions(contd)

Week 4Promotions(contd)

IMCMedia coverage of Press Release

IMCCoupon + Membership card

IMCMenu

Budget193,772 Baht

Measurement1. To increase awareness among chocolate lovers

number of fans in Facebook number of people who play quizzes in Facebook number of views of the drama series in Youtube, Chocolate Fact website, and Facebook. number of people who shares the drama series with their friends number of visitors of the web number of time visitors spent on the web number of people participating in Pass the Smile Forward campaign number of invitations sent during the Pass the Smile Forward campaign number of people joining the Choco Life Caf through the Pass the Smile Forward campaign

2. To build loyal customer basenumber of registrations of the Choco Life Caf communitynumber of subscriptions of the membership card

Measurement3. othersnumber of media coverage and its valuescontent analysisnumber of participants showing on the launch event daysales

Discard the current logo and use the current slogan as logoThe website needs continuous maintenance and all links should work properlyThe menu sign should be in a much bigger sizeThe color palette used in the shop design should be more consistent with the ones used in other IMC materialsChange the current stiff-looking chairs and tables in the shop to a more comfy oneUse stickers of chocolate splatters to create a trace/path that leads CTW visitors from the central escalator to the shop

Recommendation

Thank you for you attention!Vinita Kasamsupapun 5045364328 Sarintorn Puangyoykeaw5045366628Orakan Chantaramungkorn5045376928