...Market Insight Into Hong Kong Consumers Background information Huella launched the website of HK in 2000, but the performance in HK is much lower than its other markets, and market share in HK by 2007 is 5%. Although with high internet usage, but the online travel industry had not picked up in HK. The purpose of the study is to find out the real reason, and define marketing strategy for future development of Huella on-line business in HK. Why are online travel agents so successful in North America? Via online booking system, the travelers could book tickets online. They could also chose another method of booking tickets which was basically Auction websites where again the customers could bid for tickets through the use of internet. In addition to this the customers could chose to directly get in touch with online portals established by the airlines through airline web engines and book tickets. Besides air travel booking, the travelers were also given the option to book hotels, cars and other services through the same portal. 24 hour availability brings big convenience, and traveler is able to make own arrangement online, fast speed of transactions and easy access, with discounted air-ticked offered online, all these factors made the North America travelers like to book online. In 2007, around 59% of air tickets sales were made online. Online travel agent industry in HK and its attractiveness Despite the high internet usage of 59%, the willingness and awareness of...
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...international brand, their products sold in 120 countries around the world. The company objective is providing high-quality foods and simple meals, including soups and sauces, baked snacks and healthy beverages for customer. The company’s marketing campaign is “Ideas for Innovation” and they mainly concern about “nourishing people`s live everywhere, every day”. The advertisement promotes the “select series” of Campbell’s soup. It is one of the most popular series in Hong Kong. Let us talk about the advertisement theories. Analysis and Theories in use Market Segmentation: Market segmentation helps the company to classify the most potential customers into their target group. First, the advertisement mentions the soup eating methods. For the first method, you just need to microwave it for three minutes without adding water. For another method, you can add spaghetti inside the soup to make a good dish. Its targets people who are too busy to cook and are convenient-oriented. It based on personality trait and lifestyle of consumer rooted to segment their customers. Since the soup cooking methods are very easy, people who like convenient will be attracted by this advertisement. Second, the advertisement indicates the special promotion, people can use the special price $12.9 to purchase the soup “Russian Borsch” during the promotional period. It can attract loyal customers and people who are sensitive of price to buy immediately and to try the products. It based on brand loyalty...
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...Using Brand Power to Shape our Service Culture Since joining: - Had pleasure to meet some of you & look forward to getting to know you all in the future - I’ve heard positive feedback from individuals that I’ve meet from many of your markets on how great you’re doing, how great the TDC is in these locations. - Of course this feedback is usually from the VIPs that you guys have been introducing to me… then they tell me how wonderful you are ….hmm Back to school… Rules of the game: - Must raise your hand and only answer after I call on you - You will receive a price for correct answer - Can only answer correctly once!!! Into about myself: - Guess how many years out of past 23 I lived/worked in Asia? - 16 out of past 23 years in Asia - Name an Asian country or city where I lived during that time period - (Ambon, Jakarta, Indo / HK / Kyoto JP, / Taipei, Kaoshiung TW, BJ, China) - You know how many children I have… how many boys? - Name 1 FMCG Co (there are 2) that I worked for in past 15 years. - OK, I have a: - Marketing background: building brands for consumer goods - Also, as a General Manager in China, experience with JV management, green-field factory projects, setting up & managing more than 13 sales offices and distribution centers in Mainland - Building brands with right structure & excellent organization Brands & Marketing - Let’s talk about brands - What’s a brand? (a logo, a tag line, a product) ...
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...Case: “Lenovo: Building a Global Brand” Analysis Problem Statement By facing more and more intensive domestic and international competition in the PC market, Lenovo’s global market share shrank by 6.8% in the average of first and second quarter of 2005. It can be said that this result came from the fact that they don’t have a specific, unique, and competitive marketing strategy in the world other than China. If this market share drop continued, it could be obvious that Lenovo would become a loser in global PC market, which result could have been consequently estimated $205 million decrease in revenues in the end of 2005 compared to the result of 2004 (see Exhibit 1). At that time, the Lenovo’s managements decided that they acquired IBM’s personal systems division in December 2004 in order to conquer this situation and become a global leading technology company. The primary challenge for the problem in this case was how to build a global marketing and branding strategy other than China by utilizing IBM’s brand and its well-established products such as ThinkPad laptop and ThinkCentre desktop. Situation Analysis (See Exhibit 2) Costumers needs and characteristics Although there are a wide variety of customers in the world, it can be basically said that individual customers are extremely price sensitive after PC became a commodity product like cell phones. In general, young generation in developing and developed countries pursues cheaper products regardless of PCs’ specification...
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...Tempo Tissue use emotional view in the advertisement. Tempo is supported by Procter & Gamble (P&G), which has been established for more than 18 years, brand is come from Germany. The color used on packaging, which have not changed since the tissues have been launched in the market. This time Tempo cross over with the local younger iconographer-“ Carrie Chau”, using her famous “Blind fly magic paradise design” limited edition package substitute classic blue and transparent formal Tempo packaging. Carrie Chau has creates special blind fly iconography design for Tempo. The blind fly cartoon character is taking Tempo tissue paper in the outlook package. Moreover special blind fly printing in each tissue paper attractive to the consumer to buy. The outstanding and sharp blind fly packaging would attract customer’s attention in the advertisement. Tempo provides petit packs and box package tissue. The advertisement layout color in soft blue, easy for everyone acceptable, and the cartoon full of colorful and fairy tale feeling. Bring a lot of dreaming and fantasy impressiveness to the consumer. In addition, Tempo emphasized to support the local designed, this advertisement arouses the reader’s sympathy. Kleenex use cognitive view to represent their product. Kleenex is one of famous tissue brand in the worldwide, they produce by Kimberly-Clark, in the early 1924, was beginning exploration of tissues product substitute handkerchief, spirit for over 80 years. In the advertisement...
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...Value Communication – Economic Benefits and Psychological Benefits Reflection How can we communicate our product’s value to customers? This is always a good question to companies. The most common method used by companies nowadays is usually advertisement, especially on TV commercials. Companies have to deliver the benefits that customers could seek from their product by telling the economic and psychological benefits in their advertisement. Economic benefits usually refer to those features that are measurable and can be transferred into quantified value among different brands. For example, profit, productivity, etc from the product. Psychological benefits is different from that of the economic benefits, they usually refer to the feeling you can get from the advertisement or product. For example, feeling of excitement when you watch a car racing advertisement. Reason for choosing this concept: Value communication is a very important and essential concept in a company. It is because customers always ignore the value of a company’s product as they are inexperienced customers and affected by the innovative product or they may not be motivated to calculate the product.Therefore, companies need to deliver the value and benefit of different product to consumers, in order to attract more purchase from consumers. This concept is very important for both consumers and the company side. Consumer side: 1. Consumers can make a better choice Under this concept, in order to attract...
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...Wong Hoi Mei S128495 BJC4213-L02 Case Study 1-Hoi Tin Tong Situation analysis Hoi Tin Tong (HTT) was established in 1990 in Hong Kong. It has over 80 chains retail stores in Asia market. This shows that it has distinctive market share and strong market brand name in its target market. HTT offers different varieties of products like Herbal drink Series, Chinese Herbal Series, Cooking Sauce Series, and Chinese Herbal Gummy Series and sold through stores, supermarkets, schools, etc. However, compare to HTT, Hung Fook Tong (HFT) has more than 120 stores in China and HK and more than 3000 retail points. Also, it offers over 100 different types of products which is more diverse. Moreover, consumers also perceive HFT and HealthWorks provide health supplement goods and are trendier than HTT. Although Kung Wo To has only 10 stores in Hong Kong, consumers generally regard Kung Wo To is more traditional and products have more medical function than HTT. SWOT For the strengths, First, Hoi Tin Tong clarifies that the test of no turtle shell in its turtle jelly is not credible with the evidence that the Professor of the test withdraw his claim in 2015. After this, Hoi Tin Tong has proved their turtle jellies consist of turtle shell by a DNA test. This implies that Hoi Tin Tong was a victim and being targeted. Second, Hoi Tin Tong has not raised the price of the turtle jelly, this increase the favorability toward HTT of consumers. Also, HTT offers 30% off coupons which is sold in a set...
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...Tempo Tissue use emotional view in the advertisement. Tempo is supported by Procter & Gamble (P&G), which has been established for more than 18 years, brand is come from Germany. The color used on packaging, which have not changed since the tissues have been launched in the market. This time Tempo cross over with the local younger iconographer-“ Carrie Chau”, using her famous “Blind fly magic paradise design” limited edition package substitute classic blue and transparent formal Tempo packaging. Carrie Chau has creates special blind fly iconography design for Tempo. The blind fly cartoon character is taking Tempo tissue paper in the outlook package. Moreover special blind fly printing in each tissue paper attractive to the consumer to buy. The outstanding and sharp blind fly packaging would attract customer’s attention in the advertisement. Tempo provides petit packs and box package tissue. The advertisement layout color in soft blue, easy for everyone acceptable, and the cartoon full of colorful and fairy tale feeling. Bring a lot of dreaming and fantasy impressiveness to the consumer. In addition, Tempo emphasized to support the local designed, this advertisement arouses the reader’s sympathy. Kleenex use cognitive view to represent their product. Kleenex is one of famous tissue brand in the worldwide, they produce by Kimberly-Clark, in the early 1924, was beginning exploration of tissues product substitute handkerchief, spirit for over 80 years. In the advertisement...
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...external environment of Disneyland Hong Kong. Outlining the key strategic issues that the company has to deal with and providing recommendations of what Disneyland Hong Kong could do in order to once again achieve competitive advantage. 1. Introduction Disneyland Hong Kong having opened for over 10 years is still facing major problems until today. Over the years Disneyland Hong Kong constantly dealt with issues regarding social responsibility, negative publicity and competition with Ocean Park. Despite its current situation, Disneyland Hong Kong had a much bigger threat on its way - the opening of the Disneyland Shanghai. One of the major problems that Disneyland Hong Kong is facing today is the issue with its positioning, as its brand image is constantly being tarnish by the lack of social responsibility and negative publicly. This the report aims to analyze the current situation in Disneyland Hong Kong internally and...
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...9-507-014 REV: OCTOBER 19, 2006 JOHN QUELCH CARIN-ISABEL KNOOP Lenovo: Building a Global Brand The brand essence of Lenovo is innovation that makes a difference to customers. Branding is not a marketing issue for us, it is a business issue. We have to deliver on products and services.1 — Deepak Advani, Chief Marketing Officer Announced in December 2004, the $1.75 billion acquisition of IBM’s personal computer (PC) division by 20-year-old Lenovo, China’s largest PC maker, made headlines around the world. A relative upstart in the business, founded with $25,000 of seed capital from the Chinese Academy of Sciences, Lenovo was acquiring the IBM division that invented the PC in 1981. While Lenovo was arguably the best known brand in China and had some brand presence in Asia, it was virtually unknown to the rest of the world. In 2004, over 90% of Lenovo’s revenues came from China (see Exhibit 1 for financials).2 But with this major deal, Lenovo aimed to become a global technology giant. Annual revenues would triple to $12 billion, making Lenovo the third-largest PC maker in the world after Dell and Hewlett-Packard. As a new multinational with 20,000 employees operating in 138 countries, Lenovo needed a global marketing and branding strategy to match its new reach. This meant determining what Lenovo stood for and designing products that supported that claim. In January 2006, 13 months after the deal was announced and eight months after it closed, Lenovo was preparing for the...
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...manfacturing and setting up their own manufacturing company in Hong Kong. This venture was successful in the Japanese market due to increasing demand for high quality knitwear due to increased labor cost of local production. Fenix opened knitwear factories in South and Central China to minimize cost and improve their competitiveness by concentrating only on high quality knitwear due to increased price competition. This strategic move to China laid the foundation for the duo future development in knit wear manufaturing which earned them a value of US$ 100 million from producing nine millions units of knitwear per year. The company also exported to the US and developed relationships with European brand such as Armani and Maxmara. Fashion Retailing Niche Market Fenix first experience with brand retailing was in the early eighties when...
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...1. Situation Audit HSBC it’s a British Multinational bank and financial services. It’s the second larger bank in the world, with offices in 85 countries and 89 million clients. Was founded in Hong Kong and Shanghai in 1865. In 1991 started in London the new HSBC Group Holding. In 2005 HSBC held leadership in Hong Kong Market of credit cards. Credit card is very important for customer acquisition strategies. Credit cards were marketed to HSBC customers through direct mail and the retail branch network. HSBC used demographic information about customers' income and life stage to segment the market. They had 2 different types of customers: * Transactors: were customers who used the card as a convenience or to build reward points, but they would pay their balance at the end of each month. * Revolvers: were customers who used a high percentage of their credit limit and carried a balance from month to month. HSBC organizes its customer-facing activities within four business groups: Commercial Banking; Global Banking and Markets (investment banking); Personal Financial Services (retail banking and consumer finance); and Global Private Banking. Credit card market is growing rapidly in Hong Kong for two main reasons: * Growth of e-commerce * The loyalty and rewards programs. 2. SWOT STRENGHTS * HSBC is one of the largest banking groups in the world, with 9,800 offices in 77 countries across four of the five continents (America, Asia, Europe and...
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...Table of Contents CHAPTER 1 INTRODUCTION 4 Quality of life 4 1.1 Company Profile 9 1.1.2 Name of Company 9 1.1.3 Company History 9 1.1.4 Vision & Mission & Core value 11 1.1.5 Business Objectives 12 1.1.6 Corporate Social Responsibility (CSR) 13 1.2 Leadership Profile 14 1.3 Product Profile 16 CHAPTER 2 INDUSTRY ANALYSIS 17 2.0 Porter’s Five Forces 17 2.1 Intensity of rivalry among existing competitors 17 2.2 Threats of entry 18 2.3 Threat of substitutes 20 2.4 Bargaining power of supplier 20 2.5 Bargaining power of consumers 21 CHAPTER 3 EXTERNAL ANALYSIS 22 3.0 PEST Analysis 22 3.1 Political 22 3.2 Economic 22 3.3 Social 23 3.4 Technology 24 CHAPTER 4 COMPETITOR ANALYSIS 24 4.1 VIOR 25 4.2 GIORDANO 27 CHAPTER 5 INTERNAL ANALYSIS 28 5.1 Bases of competitive advantage 28 5.2 Organisational advantages 28 5.3 Functional/Departmental advantages 28 5.4 Inter-relationships with outside bodies 29 5.6 Financial Ratio Analysis 30 5.6.1 Profitability Ratio Analysis 30 5.6.2 Liquidity Ratio Analysis 31 5.6.3 Leverage Ratio Analysis 33 5.6.4 Activity Ratio Analysis 34 5.7 Value Chain Analysis 35 5.8 Target customer 36 5.9 SWOT 37 CHAPTER 6 STRATEGY ANALYSIS 40 Strategic Option A: S1S2S3O1 - Merger and acquisition strategy 40 RACES Evaluation: 41 Strategic Options B: S1S4T2 - Product development strategy (Defensive Strategy) 44 RACES Evaluation: 44 Strategic option C: W1W2T1 - Technology development...
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...breakfast habits change as they grow older. Take hot cereal as an example, there is a clear relationship between age and consumption incidence: • 15-24 years old: 37% • 25-34 years old: 45% • 35-49 years old: 53% • 50-64 years old: 64% [insert chart?] The percentage of those aged 50-64 consuming hot cereal for breakfast is 1.7 times that of the younger generation (aged 15-24)! The greatness of hot cereal is not to be denied and much appreciated by the older clan. As one becomes older, a lower cholesterol diet is preferred for health and well-being, making hot cereal the ideal choice over others. highest rate among all age groups. They are also the most likely to eat cold cereals or even dim sum (both 49%). Isotonic and energy drinks, which have become a trend in the West over the last decade, are also most popular with this group, with 22% drinking it regularly for breakfast. By contrast, the more ‘traditional’ drinks such as tea (48%) and coffee (34%) are less popular with them, although still at a reasonably high level. [insert chart?] The next group (25-34s), having proudly grown up and leading an active life, sees small changes in their breakfast habits; a bit less milk (58%) or fruit and vegetables (34% – lowest score among all age groups). Instead they drink more coffee (38%), could be as wake-up routine, as stimulant to cope with their busy lifestyle; and interestingly, more yoghurt (26% – most consumed within this age group). [insert chart?] Age brings...
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...A Project Report On “Comparative analysis of MARKETING STRATEGIES OF Vodafone & AIRTEL” Submitted for the partial fulfillment of the requirement For the award of degree of “Master OF BUSINESS ADMINISTRATION” SUBMITTED BY:Umesh Garg MBA 1V Sem. Roll No. 08/MBA042 SUBMITTED TO Mr. Narender Tanwar Head of Management department Bhawani Shankar anangpuria institute of technology & management Alampur, Faridabad-121004 ACKNOWLEDGEMENT I Umesh Garg, sincerely thankful to all those people who have been giving me any kind of assistance in the making of this project report. I express my gratitude to Mrs. Priyanka Singh, who has through her vast experience and knowledge has been able to guide me, both ably and successfully towards the completion of the project. I express my gratitude to Bhawani Shankar Anangpuria Institute of Technology & Management, Faridabad I would hereby, make most of the opportunity by expressing my sincerest thanks to all my faculties whose teachings gave me conceptual understanding and clarity of comprehension, which ultimately made my job more easy. Credit also goes to all my friends whose encouragement kept me in good stead. Their continuous support has given me the strength and confidence to complete the project without any difficulty. Last of all but not the least I would like to acknowledge my gratitude to the respondents without whom this survey would have been incomplete. I am also thankful to authority of Airtel & Vodafone for providing me...
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