1. HTM 2121
TOURISM AND
MARKETING
SEM002
Group C
LAU Ellen 11302520D
Mak Ka Tik, Roy 11317559D
Ng Wing Chung, Witty 11367431D
Wang Huihan, Freda 10834481D
Zhang Xi yue, Everlyn 10813412D

2. Today’s presentation
External environmental analysis
Opportunities and threats
Competitor analysis
Objective
Target market
Marketing Mix strategies and programs (4Ps)
Implementation Milestone
Marketing Budget
Marketing controls

3. External environment analysis

4. Demographic trends
 Chinese females travel consumption
amount
 Growth rate of household consumption in
China
 Salesof premium chocolate 129% in
past 5 years

5. Ecological tends
Sustainable chocolate production trend
 Utilize organic cocoas
-little pollution
-Ensured qualities

6. Technological trends
 Health-conscious consuming trend
 New technology to produce
reduced-fat & fat-free chocolate items
 Multi use trend
 Innovative technology to produce
chocolate cocktails
chocolate cosmic
chocolate hotpots

7. Political-legal trends
 Issue: Use of child labor and slaves in cocoa
farms
e.g.15,000 children were working
in the chocolate farms of Cote d'Ivoire
 Establishment of a industry-wide labor
standards
 System for monitoring the industry

8. Social-cultural trends
 Double side trends:
 Criticism:
high-fat milk chocolates – threaten health
Popularity :
contain antioxidant flavones- associated health
benefits
 Pursuit for ‘healthy chocolates’
-Low fat
-Nutritious
-Organic

9. Opportunities and Threats

10. Opportunities
 Satisfaction for ‘diet ’ trend
- Low fat and calories
 Satisfaction for ‘healthy and fit’ trend
- Organic materials with rich nutrition
 Best choice as souvenirs
- Hong Kong as an attractive tourism destination
- Specialty of Hong Kong-Chinese chocolate brand
 Cooperation with hotel chains
- Special promotional tool
- Concentration on target market

11. Threats
 Competition from other matured
companies (e.g. Godiva)
Existing market share Loss of potential
Recognizable brand customers
Powerful promotion
 Imitation of brand concept
- ‘Organic and Diet chocolate’
- Diminishing uniqueness

12. Competitor analysis
A new market
 Current Competitor
 Godiva ( similar image and services
at similar prices)

13. Competitor analysis
PRODUCT
-Two production methods (enrobing and shell-
molding )
-Made by fine chocolate and high quality
ingredients
-Two types of chocolates: Gold collection and
Piece by Piece
PLACE
-15 stores in Hong Kong
-Luxury product shopping mall

14. Competitor analysis
 PRICE
 Piece-by-Piece: HK$140 per 100gm.
 Gold Collection 8/15pcs: HK$150/$280
 Gold Collection 25/32pcs: HK$450/$580.
 PROMOTION
 Cooperate with Town gas Cooking
Centre Chocolates School for making
chocolates class.

15. Competitor analysis
 Strength
 High quality product
 Global brand
 Leader
 Complete sales net in the worldwide
 Weakness
 Godiva chocolate’s price set on a high level

16. Competitor analysis
 Opportunities
 Luxury image and positive brand name
 Close interaction between Hong Kong
and Mainland China
 Threats
 Keen competition
 E.G: Agnes B operated its own chocolate
shop these years.

17. Our Objectives...
 To become a famous brand in Hong Kong
 5% Market share in Hong Kong market

18. Market share of choclatiers in
China
30% Foreign
chocolate
brands
70% Local
According to Marbury (2009), foreign chocolate brands
have captured 70% of the Chinese chocolate market.

19. Become a famous brand
HOW?
 A high quality
materials
 Well-planned strategy
 An environmental
friendly way and
sustainable
development policy
 High quality

20. Target customer
 Mainland traveler in Hong Kong
 aged 26-45
 Financially independent

21. Target customers analysis
 Chinese traveler is a big group of
potential customers
 High demand of product and purchasing
power
 Our product can satisfy their wants
 Healthy
 Psychology
 Purchase pattern

22. Marketing Mix strategies and
programs (4Ps)
 Positioning
 Mainland female traveler in Hong Kong
aged 26-47
 Luxury brand
 Main competitor - Godiva
 Trailer made chocolate for Mainland
female
 Hong Kong based company
 Cater cultural need

23. Marketing Mix strategies and
programs (4Ps)
 Products
 French woman
 Sophisticated
 Independent
 Stylish and modern

24. Marketing Mix strategies and
programs (4Ps)
 Products
 AUSTRALIAN VITAMINS
 CSR
 Organic cocoa bean
 low-fat ingredient

25. Marketing Mix strategies and
programs (4Ps)
Chocolate bar
Chocolate Gift box

26. Marketing Mix strategies and
programs (4Ps)
 Seasonal design

27. Marketing Mix strategies and
programs (4Ps)
 Price
Femme
Godiva
Moderne

28. Marketing Mix strategies and
programs (4Ps)
 Place
 Business and leisure
 5 stars chain hotels

29. Marketing Mix strategies and
programs (4Ps)
 Promotion
 Free chocolate desert for the hotel
restaurant
 Hotel staff promote our chocolate
 Free chocolate gifts for hotel guests on
their birthday

32. Sales forecast
(Unit=1,000 HKD)
Cost will exceed sales in the first
year
Profitable in long term

33. (Unit=1 HKD)

34. Marketing controls
 Questionnaire

35. Marketing controls
Corrective actions
 Services
 Ensuring staff quality meets standard
 Lessons for improving service attitude
 Food
 Consider another cocoa supplier to enhance
higher quality
 Develop more products that can attract
different customers

36. Marketing controls
 Corrective Actions
 Promotion
 Decreasing the budget of the least effective
channel.
 Cut the budget of the most effectiveness
promotion channel and uses it to other new
channels in order to test the market.
 Remain one or two highest effective channels
instead of multi channels if the promotion cost
could not provide expected sales.

37. Reference
Australian Vitamins. (n.d.). Cacao Beans: Raw Organic. In Australian
Vitamins.
Retrieved Mar 7, 2012, from
http://www.australianvitamins.com/products/view/908.Price.
China.com. (2006). 中國女性生活狀態報告. In China.com. Retrieved
2006, from
http://big5.china.com.cn/info/zhuanti/nxsh/node_7003138.htm.
Godiva. (n.d.). Godiva Chocolatier. Retrieved March 8, 2012, from
http://www.godiva.com.hk/
HIGHBEAM BUSINESS. (2011). Chocolate and Cocoa Products market.
In HIGHBEAM BUSINESS. Retrieved March 8, 2012, from
http://business.highbeam.com/industry-reports/food/chocolate-
cocoa-products

38. Reference
HKTB. (2010). Visitor arrival statistic. In HKTB . Retrieved 2010, from
http://tw.partnernet.hktb.com/pnweb/jsp/comm/index.jsp?pageContent=%2Fjsp
%2Frso%2Frso_pub.jsp&charset=b5.
In N Marbury (Chair)(2009). Paper presented at Godiva brand brief.
H．Smith. (1935). 中國人的性格. In angelfire. Retrieved 2010, from
http://www.angelfire.com/hi/hayashi/xinge.html.
Karyu Realty Ltd. (n.d). Retrieved March 21,2012, from
http://smeitrade.com/showroom/model/T0126/templateCategoryProductList.do
?ParentId=1326965323672000479&webId=1318559973524012836&editCurrentLan
guage=1318559973556012837.
Leanne, M. (2011). Top 10 Luxury Chocolatiers. In The Asia City Network. Retrieved
March 21,2012, from
http://hk.asia-city.com/restaurants/article/top-10-luxury-chocolatiers.

39. Reference
National Bureau of Statistics of China.Retrieved March 8, 2012, from
http://www.stats.gov.cn/
Net MBA Business knowledge Center. (n.d.). The Marketing Mix (The 4 P's of
Marketing). In Net MBA.Retrieved Mar 7, 2012, from
http://www.netmba.com/marketing/mix/
Qunar. (2010).女性旅遊報告趨勢. In Qunar. Retrieved 2010, from
http://hot.qunar.com/download/2010womentravelreport.pdf.
The Epoch Times. (2005). 中國女性生活質量報告.In The Epoch Times . Retrieved
2006, from
http://tw.epochtimes.com/b5/6/3/2/n1242531.htm.
Ycharts. (2011). Rocky Mountain Chocolate Factory Gross Profit Margin. In
Ycharts. Retrieved March 21,2012, from
http://ycharts.com/companies/RMCF/gross_profit_margin.

40. END