City University of Hong Kong 2011/2012 Semester B COM4504 Communication Design Marketing Plan Ken & Tiffany

Yau Tit Kei, Ken (51913300)

Name: YAU Tit Kei, Ken Student no.: 51913300 MARKETING PLAN FOR BEN & JERRY Company name: (How will that relate to visual and linguistic image of the corporate: the slogan, the logo, colour scheme? Does the name reflect the culture and identity of the business?) Ken & Tiffany Business nature (WHERE, WHEN, WHO, WHAT, and HOW about the company): Ken & Tiffany was founded by ken Yau and Tiffany Man in 2011. It is a soybeans-made ice cream producer which uses natural and organic ingredients such as eggs and soybeans for its ice-cream. Ken and Tiffany aims to maintain a sustainable corporate concept of linked prosperity, emphasizing product quality, commitment to the society and economic reward. There are two shops located in Kowloon and Hong Kong Island in Hong Kong. Major product (service) lines: Ken & Tiffany produce ice cream, frozen yogurt and sorbet. Target customer segments: People who are 5 years old or above pay more attention to the nutrition and the ingredient of food. Brand/Corporate/Organisational image: Healthy, delicious and high quality Competitive scenarios (What is your competitive edge in the market?): Our Strengths: Ken and Tiffany focus on the ingredients, providing healthy and delicious ice cream to customers. It uses soybeans as the main ingredient to replace milk, and soybeans produce highr protein than meat and dairy products. Many of the ingredients are completely organic. The ice cream is selectively distributed in several sizes ranging from single serve cups to two point five gallon buckets. Consumers can choose what size they desired in the shops anytime. Each year the company has contests for customers to create and design their own flavor and personalized pint. Our Weaknesses:

Ken & Tiffany is a new shop opened last year, so there is a low awareness of the brand. There is a keen competition of the ice creams market that Haagen Dazs, Ben & Jerry and Pappagallo are the competitors of Ken & Tiffany. Only has two shops located in Hong Kong.

Marketing objective(s) (please make this as clear as possible): Communications objectives of the campaign: To promote the brand image and existing products from March to April. To promote the healthy food of soybeans. To arouse the awareness of the Ken & Tiffany. The advertisements should: Impress customers by its meaningful print ads design. Help increase sales volume by 30%. Promote the healthy soybean-made ice cream. Increase the market share by 10% in the ice cream market. Selling points (of the brand/products/services/events): Provide good quality ice cream with healthy ingredient.

Give couples to customers to enjoy discount. Let consumers experience how health of the ice cream by showing them the components of ingredient. Using contrast to arouse their attention to healthy food.

Advertisement message (The theme of your whole IMC and one that will appear in all designs): Slogan: Let us try another one Tagline: High sugar, high fat, high nutrition. The slogan highlights the main message of Ken & Tiffanys ice cream healthy and nutritious. It is consistent to purpose of the marketing plan. The tagline emphases on the contrast of traditional milk-made ice cream. Possible ways to convey the advertisement message: (How will your message be conveyed? How do the ads attract peoples attention?) Emotional appeal The comparison of the milk-made ice cream and soybean-made ice cream can draw audiences attention, and the slogan also allows them to notice the nutrition value of ice cream. Hilarious Healthiness and contrast Colorful The bright and simple colors can shape the image of the brand, and attract audiences. Action plan and schedule (How youll execute that? What will the schedule be like? Will there be any sequel(s) afterwards?) Date of Completion Action (Things to do) 7 March Market research 15 March Rapid prototyping/Heuristic testing 18 March Interviews 28 March Product information and image design ready 16 April Print advertisement draft 17 April MTR crown advertisement draft 20 April Drafts editing 23 April Printing 27 April Disseminated to the designated points of delivery Expected results and measurement aspects (Why do you have to send this message? How to define successfulness in the campaign?): Increase in sales volume by 30% during the promotion period. Increase in brand recall rate compared to other brands, such as Haagen Dazs. Raise the brand awareness.