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Communication Campaign Workshop英国留学生课程作业

时间:2015-10-18 来源:未知 编辑:梦想论文 阅读:
Mobile Softee, the Hong Kong local ice cream brand, has been recognized as “collective memory” for years. However, with low exposure and intensive competition, the previous advantages are no longer helpful. To recall the brand image and to establish top-of-mind awareness, the campaign will concentrate on psychological elements of consumers. The primary consumers, which are segmented into reminiscent generation aged 25 to 40 as well as network generation from 18 to 25, hold certain level of recognition of Mobile Softee, yet with declining awareness. In regard to the increasing tourists visiting Hong Kong, additional chances exist for Mobile Softee. Considering their attributes and features, we would allocate 10% of the annual sales, HK$1,374,240, to various elements of campaign, targeting at different cohorts of consumers.
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.


?????????????????????“???????”????????????????????????????????????????????????????????????????????????25?40?????????18?25?????Softee??????????????????????????????????????????????????????????10%????1374240???????????????????????

 

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.
?????????????2011??????????????????????????????????????????????????????????????????????????????????“??????”??????????????????????????????????????????????????????????????????????????????????????????????????????????????

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.
?????????“????”?2010????????????????????“??????????“1970??????????????????????????????????????????????????“?????????”???????????????????????????????????

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.


?????????1978?????????????????14??????????????16?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????”????????????????????????????????7-Eleven????????????????????????????????????

 


??????????????????????????????????????????????????????????????????????????????”?????????????????????LG????????????????????????????????????????????????????????????????????

Consumer Analysis
?????

On the basis of our survey, the target consumer of Mobile Softee consists of three segmentations:
???????????????????????

 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.
????????25??40????????????????????????????????“????”?????????????

 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.
?18?25???????????????????????????????????????

 Tourists (normally from mainland China) who regard the consumption at Mobile Softee as a kind of special experience.
??????????????????????”??????????

 Hong Kong residents who have reminiscence towards Mobile Softee ( Reminiscent Generation)
??????????????”???????

 Aged 25 to 40
25??40

 Well awareness of the brand “????” or “???”
???”????”?“???”

 Perceive the brand as a symbol of traditional Hong Kong culture
??????????????????

 Most start to buy at early age (kids or teenagers)
???????????????????

 Take Mister Softee as a friend or companion
???????????????

 Purchase irregularly
?????

 Hold preference for Mobile Softee
????Softee??

 Have stable income and harmonious family
??????????

 Hong Kong residence grow up in the internet age
?????????????


 Aged 18-25
18-25?

 Does not have a profound impression on the brand
????????????

 High recognition of the brand name “????”, “Mister Softee” and the vans.
???“????”????“????”????

 Most perform impulse purchase
??????

 Shift consumption choices among ice cream brands
???????????????

 Take Mister Softee as an outdated brand for their parents.
????????????????

 Prone to pursue popular culture and follow peers’ deed
??????????????????

 Normally acquire information from the Internet, and influenced by social network sites
????????????????????????

 Travelers to Hong Kong
?????

 Most come from mainland China
?????????

 More awareness of the truck than of the brand
??????????

 Mainly get the impression from Hong Kong TV drama or film
??????????????

 Tourists with certain brand awareness would buy ice cream or take picture of the van
???????????????????????

 Tourists with certain brand awareness think that it represents Hong Kong’s culture
??????????????????????

 Consider less of taste, quality or hygiene.
??????????????

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