We are Group 6, from Seminar 1. We are presenting a chocolatier business concept in International Finance Centre, Hong Kong. Please spend some time to download the powerpoint slides with audio in it. Thank you.

1. J’adore Chocolat
Marketing Plan
Chui Tsz Yan Gladys
Koh Jia Yen
Kwan Cheuk Him Derek
Wong Yik Yu Bernice

2. CONTENT
Marketing Mix
Target customer
Main competitor analysis—VERO
Budget for expenses
Sales forecast
Marketing Control

3. Competitor---Direct
L ocati on
T ar get customer
P r oduct categor i es and
P r oduct for m

4. Competitor---Indirect
•Product categories
•Product forms
•Distribution

5. J'adore Chocolat
Mission:
To satisfy every woman’s desire
to stay healthy, fit and beautiful
with our chocolate temptations.”

6. Market Strategy:
Product Differentiation
J’ADORE CHOCOLAT will specialize in fine homemade
chocolates and gift baskets.
J’ADORE CHOCOLAT develops the key feature product of
surge-free chocolate.
•Fine Homemade Chocolates
7 Chocolate categories

7. J’ADORE CHOCOLAT Signature
Products: Sugarless Chocolates
and Low Carbohydrate
The selections are designed to cope with the
growing trend of healthy lifestyle among
businesswomen.
Relax
2
sizes
Taste Gift
Baskets

8. Distribution Network(Place)

9. Promotion management:

10. PRICING
• Competitive benchmarking with
main competitors
• Calculation of overall production
costs
• Seasonal discounts printed on
magazines’ vouchers
Minimum: HKD 70
Maximum: HKD 100
for every 100 grams of chocolate

11. Analysis of Target Customers
• 30 to 50-years-old Businesswomen
• 234,300 businesswomen
monthly income ≥ $20,000

12. Analysis of Target Customers

13. Analysis of Target Customers
Optimistic
Seasonal Sales
Forecast

14. Budget Expenses

18. Sales Forecast
Sales = Number of customers*average spend per visit*days in a
month
Number of customers:
80*50%=40 (at least 9 times)
40*9=360 (average total number of customers penetrating)
360/30=12 (average daily penetrating customer)
It is predicted that during peak seasons of chocolate sales, there will be
20 penetrating customers on a daily basis
Average spend per visit: Days in a month: Month Feb
28 (February)
Sales 42000
Peak seasons:
•November – January (Winter)
•February – June (Festivals)
Thus:
Sales of February
= Number of customers*average spend per visit*days in a month
= 20*75*28
= 42,000

19. Sales Forecast
Month Jan Feb Mar Apr May Jun
Sales -- 42000 46500 45000 46500 45000
Month Jul Aug Sep Oct Nov Dec Total
Sales 27900 27900 27000 27900 45000 46500 427200
Sales = Number of customers*average spend
per visit*days in a month

20. Marketing Control
• Contingency plans  Respond to
changes
1. Review and check revenue and cash
flow
2. Regular checks on inventory
3. Meeting between managers and
subordinates