The one-year campaign will proceed in three ways from April 2011. Advertising, public relations and sales promotions would serve as ideal communication strategies for it. Nevertheless, these tactics should be carefully produced to create a systematic integrated communication campaign. The warm, optimistic, lively and classic image would be applied throughout the campaign resonating with the image of “Constant Simple Happiness”, while various activities, such as MTR and radio commercials, online video commercials, posts and activities, logo design contest together with couponing, would be executed in coordination with different requirements at different time. The optimal combination of traditional, transit and new media could hence contribute to ideal efficiency. Especially for the seasonal product ice cream, scheduling of each element is with great importance.
Situation Analysis
Company Analysis
Mobile Softee, generally known as “Mister Softee” before 2010, is a Hong Kong Small & Medium-sized Enterprise which began to sell soft ice cream with its slogan “Mobile Softee: Everyday freshly made for you” in 1970. Recognized as an important Hong Kong local ice cream brand, Mobile Softee makes up a profound part of most Hong Kong citizen’s childhood memory. Thus it is called the “collective memory of Hong Kong citizens” and related to great cultural value as it long maintains the four-category product lines and the appearance of the van stay unchanged ever since its launch.
Since Hong Kong government stopped issuing hawker licenses in 1978, the company’s scale has been limited to 14 vans. Up till now, there’re only 16 vans in total. Meanwhile, practicing a hawker style, Mobile Softee suffers from the limitation of weather such as precipitation, which is its biggest weakness compared with ice cream stores and convenience stores selling ice cream. Basically, the dairy products beverage and food industry as a whole is in a locally positive situation. However, the ice cream and frozen dessert industry has faced several hygiene scandals. Generally, though Mobile Softee’s products are safer than convenience stores, the public usually hold more positive attitude towards the hygiene standard of its competitors like McDonald’s and 7-ELEVEN. Moreover, the industry has also been challenged on the materials they use, like vegetable fat and the possibility to cause obesity.
移动软心，香港本地的冰淇淋品牌，已被公认为“多年来集体记忆”。然而，在低曝光和激烈的竞争，以前的优点是不再有帮助的。召回的品牌形象，建立顶级的头脑意识，活动将集中于消费者的心理因素。初级消费者，它被分割成25～40人代以及网络一代从18到25，保持移动Softee识别一定的水平，但下降的意识。对于越来越多的游客参观香港，移动软心存在附加的机会。考虑到他们的属性和功能，我们将每年10%的销售，1374240港元，为活动的各种因素，针对不同族群的消费者。
The one-year campaign will proceed in three ways from April 2011. Advertising, public relations and sales promotions would serve as ideal communication strategies for it. Nevertheless, these tactics should be carefully produced to create a systematic integrated communication campaign. The warm, optimistic, lively and classic image would be applied throughout the campaign resonating with the image of “Constant Simple Happiness”, while various activities, such as MTR and radio commercials, online video commercials, posts and activities, logo design contest together with couponing, would be executed in coordination with different requirements at different time. The optimal combination of traditional, transit and new media could hence contribute to ideal efficiency. Especially for the seasonal product ice cream, scheduling of each element is with great importance.
为期一年的活动将继续从四月2011的三种方式。广告，公关和促销活动将作为理想的传播策略。然而，这些策略应精心制作能够建立一个系统的整合传播活动。热情，乐观，活泼的和经典的图像将被应用在整个运动共振与“常简单的幸福”的形象，而各种活动，如地铁、广播广告，在线视频广告，文章和活动，标志设计大赛和优惠券，将执行在不同时间的不同要求，协调。传统的最优组合，运输和新媒体可能有助于理想的效率。尤其是季节性产品的冰淇淋，每元调度具有重要的意义。
Situation Analysis
形势分析
Company Analysis
公司分析
Mobile Softee, generally known as “Mister Softee” before 2010, is a Hong Kong Small & Medium-sized Enterprise which began to sell soft ice cream with its slogan “Mobile Softee: Everyday freshly made for you” in 1970. Recognized as an important Hong Kong local ice cream brand, Mobile Softee makes up a profound part of most Hong Kong citizen’s childhood memory. Thus it is called the “collective memory of Hong Kong citizens” and related to great cultural value as it long maintains the four-category product lines and the appearance of the van stay unchanged ever since its launch.
移动软心，一般称为“软心先生”前2010，是香港中小企业开始出售软冰淇淋的口号是“移动软心：每天刚为你“1970。确认为一个重要的香港当地的冰淇淋品牌，移动软心占大多数香港市民的童年记忆深刻的部分。因此，它被称为“集体记忆的香港市民”和相关的文化价值因为它长期保持四类产品线和外观的车保持不变，自从推出。
Since Hong Kong government stopped issuing hawker licenses in 1978, the company’s scale has been limited to 14 vans. Up till now, there’re only 16 vans in total. Meanwhile, practicing a hawker style, Mobile Softee suffers from the limitation of weather such as precipitation, which is its biggest weakness compared with ice cream stores and convenience stores selling ice cream. Basically, the dairy products beverage and food industry as a whole is in a locally positive situation. However, the ice cream and frozen dessert industry has faced several hygiene scandals. Generally, though Mobile Softee’s products are safer than convenience stores, the public usually hold more positive attitude towards the hygiene standard of its competitors like McDonald’s and 7-ELEVEN. Moreover, the industry has also been challenged on the materials they use, like vegetable fat and the possibility to cause obesity.
由于香港政府停止在1978发行的小贩牌照，公司的规模被限制在14车。到目前为止，我们总共只有16个车。同时，练习一个小贩的风格，移动软心受到天气如降水量的限制，这是其最大的弱点和冰淇淋店和便利店出售的冰淇淋相比。基本上，乳制品，饮料和食品行业作为一个整体在当地积极的情况。然而，冰淇淋和冷冻点心行业正面临着几个卫生丑闻。一般来说，虽然移动软心先生”的产品比便利店更安全，公众通常持更积极的态度，其竞争对手麦当劳和7-Eleven卫生标准。此外，该产业也受到了他们使用的材料，如植物脂肪和可能导致肥胖。
然而，新的机会仍然存在于移动软心。例如，内地旅客谁想要移动软心在香港的电视剧和电影访问由于其暴露越来越多。此外，从其他行业的一些公司已经注意到了移动软心先生”的价值带来的运动，因为它是香港的传统象征。LG电子公司发起了一场运动，其冰淇淋手机发布广告在移动软心货车。此外，在年轻一代的社交网络网站的人气可能提供宣传自己的形象传统品牌的新渠道。
Consumer Analysis
消费者分析
On the basis of our survey, the target consumer of Mobile Softee consists of three segmentations:
在我们调查的基础上，对移动软心目标消费由三段：
Hong Kong citizens aged from 25 to 40 who encountered their childhood, juvenile and youth in 1970s-1980s, possessing special memory of “Mister Softee” ice cream with strong recognition of Hong Kong identity.
香港公民，年龄从25岁到40谁遇到他们的童年，少年和青年在上世纪七八十年代，拥有特殊的记忆，“软心先生”冰淇淋的强烈认同香港身份。
Youngsters aged from 18 to 25 who pursue a stylish lifestyle or are apt to be impacted by social trend and new media such as social network.
从18到25岁的年轻人那些追求时尚的生活方式或是容易受到社会思潮和社会网络等新媒体的冲击。
Tourists (normally from mainland China) who regard the consumption at Mobile Softee as a kind of special experience.
游客（通常从中国大陆）谁把消耗在移动软心先生”作为一种特殊的经验。
Hong Kong residents who have reminiscence towards Mobile Softee ( Reminiscent Generation)
香港居民的回忆对移动软心先生”（让人想起代）
Aged 25 to 40
25岁到40
Well awareness of the brand “富豪雪糕” or “雪糕車”
好品牌”富豪雪糕”或“雪糕車”
Perceive the brand as a symbol of traditional Hong Kong culture
感知品牌作为一种传统的香港文化的象征
Most start to buy at early age (kids or teenagers)
最开始购买在早期的年龄（儿童或青少年）
Take Mister Softee as a friend or companion
采取软心先生作为一个朋友或伴侣
Purchase irregularly
购买不规则
Hold preference for Mobile Softee
保持移动Softee偏好
Have stable income and harmonious family
收入稳定、和谐的家庭
Hong Kong residence grow up in the internet age
香港停留在互联网时代长大的
Aged 18-25
18-25岁
Does not have a profound impression on the brand
没有对品牌产生深刻的印象
High recognition of the brand name “富豪雪糕”, “Mister Softee” and the vans.
品牌的“富豪雪糕”高识别，“软心先生”和货车。
Most perform impulse purchase
进行冲动购买
Shift consumption choices among ice cream brands
转变的消费选择之间的冰淇淋品牌
Take Mister Softee as an outdated brand for their parents.
采取软心先生作为父母过时的品牌。
Prone to pursue popular culture and follow peers’ deed
容易追求流行文化和遵循的同龄人的行为
Normally acquire information from the Internet, and influenced by social network sites
通常获取信息从互联网上，并通过社会网络网站的影响
Travelers to Hong Kong
游客到香港
Most come from mainland China
大部分来自中国大陆
More awareness of the truck than of the brand
更有意识的卡车比品牌
Mainly get the impression from Hong Kong TV drama or film
主要从香港电视剧或电影的印象
Tourists with certain brand awareness would buy ice cream or take picture of the van
游客有一定的品牌知名度会买冰淇淋或采取的车图片
Tourists with certain brand awareness think that it represents Hong Kong’s culture
游客有一定的品牌意识，认为它代表了香港的文化
Consider less of taste, quality or hygiene.
考虑较少的味道，质量或卫生。