Mindmap the dutch cheese & more hong kong

1. guerilla marke ng
seeked publicity
read mindmap clock wise
tv
magazines HK read from center
internet sites per branch from top top bo om
publicity
focus on locals not expats
more info on mindmapping:
Item on Chinese tv (cctv) see h p://www.alexida.nl
next step is China
ar cle in Telegraaf
also in Holland 10 years experience in Hong Kong
then radio & tv
prosperity in China increases
opened June
pilot store HK island first step
15th 2012 pioneering role in HK
second store
preference for Western products/ brands
November 2012
second step need for heritage
stand The Dutch steps
wine & dine (non) food
a racted alot of fes val
China a huge consumer market
PR & people
200 stores 3rd store in HK 10 years ago: mainly a tea market
2013
franchise Southern China reference coffee by Starbucks & Nespresso
a few self owned idee: coffee coffee is hot product
not tested Starbucks opens a new outlet every 3 days
logo
hip brand no red, white, blue Chinese can't stand alcohol
not dutch wine wine Chinese don't know how to drink wine
700 years of wine introduced by Remy Mar n
but modern style
Dutch cheese
thedutch.hk Chinese buy French vineyards
Dutch experience
cheese & more snobis c
chili
wine export increases double digits
farm types
& taste products idea: lets do something with cheese
pesto
dutch cheese
aged
introduce cheese in China
650 mln kg cheese
in Holland introduce cheese & wine
young cheese started in 2011
80% export shop as pilot in HK
mild and easy break even a er 1 year
spicy & bite
taste na onal roll out in mainland China
old cheese buy
need local entrepreneurs
it is a snack franchise format
big country
The Dutch: cheese & more
product of 600/700 years
Dutch dairy: has a good reputa on
the brand heritage
eaten by the Dutch
why unique? great concept
same taste cheese produced in Holland
new product
combina on cheese & wine
local office (Barnyard) premium product
10 cheeses
no import restric on
cheese accompanied by wine
simple pioneering role
tas ng in shop
no dividend tax
choose their piece of cheese
concept no VAT
controversial
luxurious minimal company income tax
Western
no property tax
tell the story of cheese
role of HK within China
Chinese don't know cheese story telling
explain
Dutch taste